Wed Nov 16 2011The Value of ONE New Golfer
It was a cool day with rain threatening. My 4pm junior golf clinic was not looking too promising with only one of my students showing up due to the forecast. With his mother watching in the background, it was apparent she was expecting a full one hour clinic for her 5 year old son. After 15 minutes, I went to have a chat with her and learned that she has never played the game but her husband wanted her to learn. She told me that she had heard the game was very difficult and that maybe one day she might have a go.
I explained to her that she had been misinformed, that the game was actually very easy to learn and that she could be playing with her husband and son in a matter of weeks. With a little convincing, she decided to join the remainder of the clinic with her son. Every once in a while we all have a magical experience in our lives like the moment we learned that we could swim, ride a bike, or drive a car. For this woman, this was one of those moments. She found out that she could hit a golf ball - she was hooked!
I kept track of this woman in the following months. She registered for my New Golfer Program and invited 2 of her girlfriends. This program taught her and her friends everything they needed to know to play the course like pace of play, etiquette, and equipment. They all purchased a special beginner set of clubs from our Golf Shop as well as shoes, balls, and accessories. Two of these couples joined the club and frequented the restaurant, café, and participated in club event to meet other members. Total revenue generated from introducing her to the game = over $10,000 the first year.
Here is a big question – What is your club doing to capture New Golfers and what would your club be willing to pay for 1 new golfer if you new the results would be the same.
What about 1 New Golfer per month, per week, or per day?
It’s interesting that we don’t put much emphasis on creating New Golfers, the connotations of slow play, beginners on the course, people at the club we don’t know all support the intimidation factor already present. We market our clubs to the existing golfer pool instead of actively growing the pool and attracting them to our club.
New Golfer will spend nearly 10 times more than an existing golfer in their first year playing the game. They are excited about their new lifestyle and convince their circle of friends to join them. In my next article I will show you how to reach this massive and hidden market and talk about the many elements that must work in perfect harmony in the creation of a successful New Golfer Program.
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Story by Grant Garrison- Grow the Game Specialist for Golf Industry Central. Contact Grant at (+61) 421 287 826 or email@example.com
Grant Garrison began his career as a PGA Golf Professional in 1984 and won a dozen professional events throughout the following 6 years. He left his playing days behind to became a Golf Club Director and managed 2 exclusive country clubs in Southern California from 1990-2000. During this period, Grant was elected as a board member of the Professional Golf Association of America and managed several "Grow the game" projects.
In 2000, Grant accepted a position with Nike Inc. and created over 100 Nike Golf Learning Centers throughout the United States. His responsibility was to create and implement new programs and provide on-going training to over 400 golf teachers. This program became the largest and most effective player development program in America.
In 2006, He started his own business in Los Angeles, California. The company specialized in high tech golf instruction using the latest bio-feedback learning systems. The company also provided custom equipment and repair. The company was sold in 2009.
In 2010, Grant became the National Golf Team Coach in the countries of Bhutan and Nepal and is the designer of the highest golf course in the world located between Bhutan and Tibet. He now resides permanently in Australia.
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