Attract and retain golf club members
Is Golf a cure for the pandemic blues? What are the recommended steps that clubs can take to attract and retain golf club members and players? The 2020 Great Britain Golf Participation Report reveals a surge in golfer numbers amid the COVID-19 pandemic.
- The total number of golfers on a full-length course increased significantly by 2.1 million players to 5.2 million. This is the highest figure recorded this century
- Of these golfers, 36% identified as returning or new golfers. And 16% of players starting or trying golf for the first time because of the pandemic
- The average age of golfers fell by five years to 41, with the majority of new golfers aged under 55
- 25% of female golfers were new to the sport and tried it for the first time because of the pandemic
- Driving range use increased from 2.3 million to 4.3 million players
- Golfers using par-three courses more than doubled. Those who only played on pitch and putt courses more than tripled
Post-Covid opportunity research
- 31% of avid and regular golfers identified they had experienced some negative impact on their feelings of loneliness/isolation. Of these, 79% identified playing golf had a positive impact.
- Among lapsed/returning golfers, 44% identified that they had experienced some negative impact on their mental health. Of these, 92% identified playing golf had a positive impact.
- Among occasional/infrequent golfers, 34% identified they had experienced some negative impact on their physical health. Of these, 70% identified playing golf had a positive impact.
Recommended steps to attract and retain golf club members:
- make players feel welcome and valued
- create a friendly culture and relaxed atmosphere
- facilitate participation options based on player ability and experience
- provide good customer service
- implement an efficient booking system
- quality and maintenance of the course
CiMSO GOLFmanager – management tools to help cure the pandemic blues.