If your golf club’s business is performing badly, it’s probably badly run

Rosemary Ayim
By Rosemary Ayim October 22, 2014 10:02

A major survey of golf clubs in the USA has found that their poor business performance in recent years has been down to their poor business practices, and has been avoidable.

According to Golf Digest, the golf clubs have blamed their lack of revenues on uncontrollable factors such as an oversupply of courses and the general economic malaise, but the research finds that the clubs themselves have not carried out professional solutions to the problems they were facing.

Image by Mark Blevis

Image by Mark Blevis

Golf Convergence surveyed 300 golf clubs and concluded that many ‘golf course operators complain about uncontrollable factors to mask their culpability for being poor operators’.

Among the findings of the survey:

  • 88 percent never have their golf course secret shopped.
  • 82 percent rarely engage in customer surveys.
  • 35 percent are operating without a current business plan.
  • 76 percent believe that their market is oversupplied.
  • 73 percent don’t engage in customer relationship management.

“I’m disappointed,” said James Keegan, managing principal of Golf Convergence, “but I’m not surprised. Having seen over 4,000 golf courses, I continue to be amazed that most of the people in the golf business got there for the love of the game, but most lack the business acumen and formal education to be able to engage in a successful small business.

“A golf course is a living organism that requires constant reinvestment to create sustaining value for the golfer.”

 

Rosemary Ayim
By Rosemary Ayim October 22, 2014 10:02
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