We’ve talked a lot about how we maintain the wave of golf participation generated by the experiences in 2020, but what about creating the next wave ourselves.

COVID has created changes in the consumer’s outlook towards health and well-being (extremely important), social connection (much more valued), and the outdoors (our escape). If ever there was a time to get behind the many great initiatives around the world to get women into golf, 2021 is it.

If you’re a golf coach, or you manage golf coaches, please set a target for how many “recreational golfers” you can create in 2021.

I was specific about that target. You might make it something different, but please do NOT set the target as “the number of women you will introduce to golf”.

Research shows that, especially with women, we’ve been quite good at getting them enrolled into introductory programs, but only 15% go on to even play two rounds of golf afterwards. “Introducing women to golf” isn’t good enough.

I guess the questions are:
Why is that conversion rate from ‘learner’ to ‘golfer’ so poor?
Who is responsible for getting the golfer across the chasm from learner
to golfer?

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