Golf: Is “Grow the Game” The Right Message?

For a number of years, the golf industry has promoted the message of growing the game with nearly all golf entities joining in the chorus.??I am asking today if this is the right message, or should the formulators of this message be looking at a new, more enlightened message for the future of the golf business???The message, although well-intended, is missing a couple essential ingredients:??“women” and “how to.”??While the ultimate goal of any marketing campaign is to?grow?market share, my questions are: “does the message have the right ingredients to generate the call to action that is needed to reach the end goal? Or do we need a more transformative visionary message???And finally, how can the message be more inclusive?

In my opinion, “grow the game” could mean increasing the numbers of any demographic group, however, what really needs to be focused upon is how to draw?women?into the sport and then retain them as loyal customers.??Ultimately,?recruitment?without?retention will never produce?growth; and a message that encourages growth, without clarity in relation to what target audience should be grown, will have weak results.??By appointing diversity directors that only focus on racial diversity, golf and other businesses in society in general will continue to marginalize women.?

Golf in India, golf in some Asian countries, and golf in Latin countries do not have a problem with recruiting and retaining a racially diverse male demographic, but they do have a big problem with inclusion of women.??The female gender crosses all lines of marginalized populations whether LGBTQ, disabled, religious minorities or people of color.??Although an incomplete solution, opening the door open for women can help to crack the seal for all groups.??Gender is a nexus, or an intersection that can help all groups to begin breaking down barriers.??Once this special opportunity is recognized and embraced rather than ignored, shut down, or diluted, a new generation for golf can be born.

To clarify the message and increase its potency, I suggest the golf industry develop a message around transformation of the golf culture toward a more female-inclusive demographic. This would be a marketing message with a goal of developing a more gender-balanced industry across all sectors, from participation to R&D, to governance.??The female gender should be clearly inserted into the message of growing the game, and management in all sectors should work in earnest to cultivate a culture of female inclusion.

So, what will the next great marketing message be???Maybe something that promotes transformation of golf culture with a clear focus on inclusion of women.