Women's Golf Industry
Promoting Golf to Women

The women's golf industry is finally taking notice that women are arriving on golf courses in ever increasing numbers. Anyone with an interest in golf will testify to the numbers of women golfers who are gracing the best golf courses in the country, as the sport gradually opens its doors to a broader client base. As with all new cultural trends, this has led to a huge increase in demand for golf equipment, golf apparel and golf facilities targeted exclusively at women golfers. It is worth noting that many of this new clientele are successful business women who have as much expendable income to spend on their hobbies and interests as their male counterparts. The potential economic effect this new class of passionate women golfers could have upon the industry is huge, and although there have been many advancements, there are yet far too many golf courses and affiliated golfing companies with their heads firmly buried in the sand. Some continue to ignore women golfers, favouring traditional client groups.

A Women in the Golf Industry (WIGI) paper entitled ‘What Women Want – From Golf’ demonstrates just how impressive women golfers' economic contribution to the sport could be, and highlights the progress that is needed before this is fully exploited. It argues that women golfers have the potential of becoming more valuable to golf courses than men, as once their loyalty is assured they are often willing to spend more on their chosen activity.

The WIGI report examines the way research is carried out and presented within the golf industry, noting that it is often too blindly accepting of the old preconceptions on who their most valuable clients are. A more open-minded reading of statistics can highlight just how untapped and unvalued women golfers remain.

A quick scan of the PGA’s study on which groups of golfers spend the most money initially suggests that the elitist upper echelons of male ‘country club traditional’ invest most in the game. However, a second look reveals that women golfers actually spend more than the vast majority of male golfers who do not belong in this exclusive group, with women golfers spending more per round than men in general.

Similarly, the National Golf Foundation statistics state that women golfers account for only 24% of golf purchases. However, it would be insightful to argue that this figure does not recognise purchases women make when shopping for the rest of the household, which could add up to quite a considerable increase where their entire family golfs.

WIGI’s findings show how much revenue can potentially be gained from the golf industry learning to cater more specifically for women golfers. If this does not happen, it is not only women golfers but the industry itself which will suffer. At this point, whilst huge numbers of women are taking up the game or see themselves as casual golfers, they are often so discouraged by their experiences that they give up or never progress to becoming ‘best clients’.

Interestingly, studies show that one of the largest reasons for women golfers leaving the sport is them being put off by ‘entry barriers’, which may refer not only to monetary expense but also to a widespread neglect of their specific needs.

So, how can the golfing industry learn from its mistakes and begin to cater to women golfers, thereby keeping them involved in the game and offering them such an enjoyable experience that they keep coming back year after year?

Firstly, instead of creating ‘barriers’ they must ensure that they are always open and welcoming. Venus on the Fairway author and LPGA pro, Debbie Steinbach, and psychologist and WIGI member Dr Bee Esptein both write that the use of positive language is vitally important to women golfers.

One organisation, Women On Course, does a fantastic job of promoting golf to women. It organizes events with an impressive catalogue of featured guests, provides network opportunities for golf and business partners, gives help on gaining access to golf resources, and offers golfing tips. Their Happy Hour evening as advertised on the website offers dinner and drinks and a presentation by the author of Venus on the Fairway, Debbie Steinbach. Their Golf Course Experience starts with afternoon golf clinics, course play, contests, and ends with a sociable reception at the 19th hole. They organize events in a choice of locations and even run an Annual Golf Resort Event, a fun, networking golf vacation targeted at business women. They even have a broadcast series on subjects which are of interest to your women golfers, such as ‘networking on the golf course’, ‘fitting fashions for the fairway’, and ‘preparing for a golf outing’.

Essentially, any pre-existing service which is offered to male golfing enthusiasts can be tailored to appeal to women golfers if the organisers want to tap into this new phenomena. Promote your product in an inclusive, sociable and above all welcoming manner and watch your profits grow and grow.