Prior to the Covid -19 pandemic all of us involved in the golf industry were perpetually confronted by this issue – how do we grow the game of golf? Golf’s participation numbers were falling fast; the millennials aren’t interested in the sport and the 18- 30-year-old set that was, isn’t anymore; that those who care about the future of golf should all work to grow the game.
While many golfers don’t think about their club as a business, many in the industry made every effort to confront the challenge head on. Clubs were faced with creating ideas to get the golfer to the course at all costs. Reduce green fee’s, cut staff salaries, make the game easier by making the holes larger, play faster and allow golfers the option of 9-12 holes or even completely different -Footgolf or Disc golf.
Many use the excuse that the downturn in golf’s popularity was it is too expensive, frustrating and difficult to play. Well, this should come as no surprise, golf didn’t just suddenly become hard; it has driven people crazy for centuries. The difficulty of the game has always been a large part of its allure. The difficulty is offset by the passion that people have for it.
Many years ago, when I got into the golf business, I joined The National in Woodbridge Ontario and the head pro was Ben Kern and the superintendent Ken Wright. As I surveyed the business during this time golf was mostly a break-even business. The National was regarded as one of the top clubs in Canada and the owner constantly put the profits back into the facility. The course and its condition were always the priority and it was recognized as the players club.
Then the industry started to change with selling equity memberships and conglomerates began taking over ownership and/or management of courses. Now course staff sit in boardroom looking at spread sheets and trying to figure out how to maximize profits, generate more revenue and produce more rounds.
As we entered 2019 the coronavirus assaulted every country, upset many economies and battered lives and industries. Fortunately, recreational golf was determined as a sport that allowed people the chance to finally get out of the house and enjoy some social and recreational activity. The sport of golf landed a spot of the 2020’s winners list along side video steaming, remote working software.
During these uncertain times, golf saw a spike in the numbers of rounds played and memberships sold. Equipment and products were flying off the shelves and companies were having a hard time meeting the demand.
Now in 2022 we have somewhat of a return to normalcy on the horizon in the months ahead. With a myriad of competing leisure time interests poised to come back online from theater openings to music festivals, golf is set to lose its current special status as one of the handful of safe entertainment options.
Will there be a pullback, and will we see the levels of growth that we saw this past year? I believe so and now the question is what is the industry going to do to keep the momentum at a high level? Can they and most importantly, will they? The industry could not generate many new golfers before the pandemic and did nothing to earn this extra revenue. It took a virus to grow the game of golf.
The golf industry needs to learn from the words of Sir Winston Churchill “Those who fail to learn from history are doomed to repeat it.”
Many look to the golf professional as they think it is their responsibility to grow the game now. It would be interesting to hear what Kevin Thistle the Executive Director at the PGA of Canada has to say on this matter but in reality, the decisions come down to the owner of the course and for many their association the National Golf Course Owners Association. Over the years they have proven not to do very much other than self-promotion and maybe a few photo ops in Ottawa and try (unsuccessfully) to lobby politicians for a tax break.
This brings me to one golf course owner, Donald MacKay at Muskoka Highlands Golf Links in Bracebridge Ontario. The following is a recent Facebook post on his site that hits home and I hope he gives some inspiration to other course owners. As he says in the last line “As an industry we need to gain the confidence of the next generation of golfers. Give a little. Gain a lot”
Just had a chat with a young lad into buy a golf bag (which he did)
Me … where do you play golf?
Lad… not sure as it is so expensive
Me… how old are you?
Lad… 25
Me… you are $15 times your age or $375 plus hst
Lad… what’s the catch?
Me… play anytime, free range balls
Lad… what’s the catch?
Me… none//golf needs to keep you in golf for the rest of your life. You are our future.
Lad… you sure there is no catch?
Me… yup. I own the place you have my word. We need you to love the game…
Lad… see you soon!!
As an industry we need to gain the confidence of the next generation of golfers. Give a little. Gain a lot
I hope everyone has a great season and your tee sheets are full of new golfers.
