GOLF CLUBS - FUTURE VIABILITY
Paul Keogh
Chair Construct Innovate, A. Professor DCU Business School - Consultant Family Business, Sport, Lifestyle, Drinks, Construction & Retail, Founder Elder Lemons, Best Selling Author, INED- Innovate Kildare, DCUET, Investor
One of the conundrums of Covid19 is the impact it has had on the sport of golf. All over the world, golf membership increased since April 2020. Can this be sustained?
To answer this, three things need to be done. One, detailed analysis of the different types of new members must be carried out worldwide. Two, detailed analysis of the handicap levels must be done and thirdly, a detailed analysis must be carried out to examine the motivations for these new members joining a golf club in 2020.
Without this data, it will be difficult to decide if this growth can be sustained post-Covid.
If we estimate that around 5% of all golfers have a handicap of 10 or lower and if there is a conjecture that the majority of these "new" golfers are high handicappers, is the game, as it is currently structured, suitable for these "new" golfers?
As stated earlier, it is critical to analyse why these "new" golfers took up golf or took up golf again. How many were simply laid off from work and had lots of free time compared to normal? How many were "working from home" and could get out and play golf easier than if they had been in a work environment?
Many clubs are offering discounted membership rates to try and retain these new members. This may not be the answer if you don't know the answers to the questions posed here.
How many clubs ran mainly strokeplay competitions off the back tees in the last few months? How enjoyable is this for high handicappers? These type of competitions suit the traditional low to middle handicap members. Maybe they don't suit the many of the "new" members?
How many members clubs took in new members but made little effort to make them feel welcome?
Golf clubs need to be growing their membership on a permanent basis post-Covid.
The Industry will need a full rethink of what is the "offering". One example and a key example is - five hours to play 18 holes and add an hour to get there and back is not conducive to modern lifestyles.