The results point to opportunities for relaxing and healthy sports for the whole family, attentive customer service, and a flexible membership system. And, of course, smooth, rolled greens.
The study was conducted in May 2013 and was one of the most extensive golf studies ever undertaken in the UK.
Syngenta, one of the world’s leading providers of professional golf equipment and products, has learned about golf from over 3,500 people in the UK.
Overall, GfK, one of the four leading research companies in the world, surveyed 1,477 golfers. This study is particularly different from others in that, in addition to golfers, 2,145 non-golfers and former golfers were also surveyed.
The results were very interesting and shed light on possible solutions for golf clubs that can help them retain existing members and attract new players.
Eric Brown (Global Turf Business Manager), Syngenta, who presented the report “Growing Golf in the UK” at the 2013 Golf Business Forum held in St Andrews , explained the main objectives of this study:
“As a company, we wanted to better understand the current situation in the British golf industry from a social, business and environmental perspective. Here, in particular, it is important to listen to and know the opinions of customers, including golfers, former and potential players, in order to have a clear idea of their wishes and needs.
While some of the research findings did not surprise us — we know that golfers always want good playing conditions — the research has uncovered a number of key areas that are important and relevant to clubs.
In particular, the respondents spoke about the desire for opportunities for a quiet family pastime. They also mentioned more flexibility, both in terms of the membership system and in terms of less formal dress code, as well as the possibility and more freedom to do some forbidden things like using a smartphone in clubhouses. “
Eric also pointed out that the study highlighted the tremendous opportunities for women’s and children’s golf, and the importance of affordable golf lessons available to beginner golfers.
So what did the study show?
- Friendliness
25% of golfers said they do not feel like valuable clients of the golf club. When asked what is important to a golfer off the pitch, the following were most often answered:
1) the cost of membership / game,
2) friendliness of club members,
3) the comfort of the field and its surroundings,
4) a favorable atmosphere in the club, regardless of gender,
5) the friendliness of the staff.
- Flexibility
About 50% of golfers are sometimes intimidated by club rules, regulations, and club members and staff.
Golfers cited Relaxed Rules / Reduced Restrictions on Club or Golf Course, Flexible Membership and Casual Dress Code (casual dress code) as the most important factors for them.
- Participation of women
67% of women prefer to play golf only with friends and family; 75% of women who play golf will play less golf if their friends stop playing; children of 48% of female players also play golf; 47% of women who do not play golf would start playing golf if their family and more friends also played.
- Friends and family
48% of non-golfers said they would play golf if they were with friends and family; 29% of former golfers cited family responsibilities as the main reason for retiring from golf; half of the players who recommend their club to others do so because they want to see more friends and families playing there.
- Field state
80% of “dedicated golfers” demand the best possible condition of the course. When asked about the most important factors within a golf course for players, the following were most often noted:
1) smooth even greens,
2) design and architecture of the golf course,
3) the visual appeal of the golf course,
4) high probability of finding the ball in the rafe within a reasonable period of time,
5) how harmoniously the field fits into its environment.
- The first step in golf
Among non-golfers who have expressed an interest in the game, about half are in the 15-39 age group; 35% of non-golfers do not know exactly where to start in golf; 61% answered that they would like to try golf if they have easy access to inexpensive lessons.
Based on materials from ENGO
