England Golf introduces guide to help golf clubs recruit women

Alistair Dunsmuir
By Alistair Dunsmuir May 11, 2015 13:17

England Golf, the organisation that runs amateur golf in England, has launched the most comprehensive guide ever produced to help golf clubs attract women to their venues.

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Women account for just 15 percent of golf club members in England and, on average, there are 50 vacancies for women per club. Britain is one of the worst performing nations in the world for female participation as a percentage of overall golf participation, and in most major European countries the percentage is at least double that of England.

England Golf has produced a wide range of factsheets, supported by the findings from focus group research, golf clubs, other sports and other relevant insight.

Lauren Spray, women and girls’ participation manager for England Golf, commented: “Women offer the largest growth area in golf, with 63 percent of clubs targeting them for membership.

“We’ve produced these factsheets to offer suggestions and recommendations based on the latest research and learnings from clubs which are having success. Clubs which want to grow their women’s membership can pick and mix from a wide range of ideas.”

The factsheets cover key areas including recruitment, retention, playing opportunities, membership, websites and social media, club environment and volunteers. Guidance on marketing and communication will be available shortly.

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The key messages are underlined by focus group research carried out for England Golf by SPORTS MARKETING SURVEYS INC. This showed that:

  • Women prefer to learn golf in a group where everyone is new to the game. They feel uncomfortable making their first attempts in the presence of people who are already competent.

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  • The social side of golf is very important to women. Introductory sessions should include time for a chat over coffee or a glass of wine.

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  • Taster sessions should highlight the fun side of the game.

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  • Equipment should be available so women can try the game and without spending much money.

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  • It’s vital to challenge the view that golf clubs are not welcoming. Many women and young people are staying away from golf because of the misconception that clubs are elitist

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  • Flexibility is all-important, whether it’s flexible membership packages or flexible ways of playing the game which take advantage of shorter formats.

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The factsheets can be viewed at www.englandgolf.org/womenandgirls

 

Alistair Dunsmuir
By Alistair Dunsmuir May 11, 2015 13:17
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1 Comment

  1. Bob Braban May 14, 16:41

    It would be nice to know the cost of this consolidation of well known facts. It’s nice to see it put into something that can be used by clubs, but there is nothing new and certainly nothing of which any thinking club is not already aware.

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