More than 1 in 2 non-golfers are put off the game by dress codes

Alistair Dunsmuir
By Alistair Dunsmuir August 24, 2016 15:38

More than 50 per cent of people who do not play golf would consider playing the game if they were subjected to a relaxed dress code.

The PGA is showcasing the figure, from research by Syngenta, as a way golf clubs can be more professional. The organisation believes its members can address five of the six main issues that non-golfers have with the sport, but dress codes are typically beyond the jurisdiction of the club professional.

golf / golfer

Joe Kelly, the PGA’s lead business relationship officer, said: “Syngenta reported that the top six reasons for a non-golfer to consider trying the sport are free golf mornings (63 per cent), easy access to affordable golf lessons (61 per cent), relaxed dress codes (54 per cent), two-month trials (53 per cent), beginner-only mornings (52 per cent) and more friends and family participating in the game (48 per cent).

“Other than a relaxed dress code the data provided supports coaching as a ‘golden thread’ running through a golf club business.

“Due to the business environment in which golf clubs now have to operate, with competition from other industries in terms of our disposable income, changing family dynamics and the much reported pressure on our time, the product of old must of course be as good as ever, but I think we need to do more. Enhancing the product by uplifting the level of service, adding to the product to align to customer demands and then proactively marketing this should be the business objectives of golf clubs looking to drive revenues.”

golf / golfer

He added that professionals can even link how they teach the game with other perceived barriers to participation.

“Coaching can be linked to food and beverage, social activity and shorter versions of the game,” he said.

“Where possible it is important to include some level of coaching, as playing better golf is directly linked to an individual’s enjoyment of the game and therefore an increased probability of continuing to play. Data provided by Sports Coach UK stated that: ‘Both coached and non-coached participants face the same barriers to taking part (time, health, life-changes) but our research found those who are coached are more likely to overcome the barriers and continue playing. This is mainly because of the commitment to sport that coaching develops, but the quality of a coach, the personal relationship between participant and coach and the other positive impacts coaching brings (to enjoyment, time spent playing and reducing the likelihood of dropout) all contribute too’.”

Alistair Dunsmuir
By Alistair Dunsmuir August 24, 2016 15:38
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