Should golf be learning from yoga when it comes to attracting millennials?

Martyn Clapham
By Martyn Clapham October 7, 2014 10:25

A global expert in trends and societal changes, and the man who was deemed the most popular speaker at the HSBC Golf Business Forum earlier this year, has said golf needs to be more like yoga in order to attract people in their 20s and 30s to play the game.

Image by Tony Felgueiras

Image by Tony Felgueiras

Thimon de Jong, of the Whetstone Trends Interpretation Agency, said yoga’s appeal is that it offers people the chance to disconnect and relax in a world where connectivity has never been so prevalent.

Golf has been trying to reach out to ‘millennial’ golfers for the last few years as statistics have shown that they are not taking up the game at the same rate as their parents used to.

Thimon de Jong said the approach so far has often concentrated on using digital technology, but this has only had limited success.

“The digitilisation has become too much,” he said. “There is an opportunity for golf to go the same way as yoga, because golf is never going to be an extreme sport.

“If you want to reach people in their 20s you might want to take the yoga approach and say to them that this is a way to take it easy and to unconnect. Golf is a way to be with nature and have contact with your friends and do an easy sport.”

de Jong was quick to point out that this was not an endorsement for mobile phone bans, however.

“Mobile phone bans in the clubhouse are ridiculous,” he added. “Millennials want to be online until the moment they are on the golf course. The golf course could be completely unconnected or there could be two or three spots where you could upload a nice photo. And they want to be back online as soon as their round is over.”

 

Martyn Clapham
By Martyn Clapham October 7, 2014 10:25
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