We’ve talked a lot about how we keep the wave of golf participation generated by the experiences in 2020, but what about creating the next wave ourselves?     Last week I referenced Steve McCreight’s plan, at The Trails at The Woodlands in Houston, to use ambassadors amongst his membership to attract new lady learners to the club. That’s a ‘real-world’ viral campaign that I’m betting is going to succeed. Just as important as appointing the ambassadors is influencing them to communicate effective messages. The most important one of course is “don’t worry, I’ll look after you and make sure you know where to go and what to do”. That will reduce the likely perceptions of barriers to a woman giving the game a go. But we also need to make sure the right motivators are communicated. Mike O’Donnell, PGA of America, gives a fascinating talk on alignment in the industry that includes a review of “consumer mindsets”. He provides clarity of the motivators within the categories of performance, social, and escape.    The question I have is: Has COVID, especially amongst women, created a fourth motivator: Health? Almost all the PGA Professionals who specialize in introducing women to golf, that have contacted me in the last week, have referenced the paramount importance of the social motivator that Mike talks to. Does the combination of social and health for all ages make golf the most important pastime for women over the next decade?    If you think it does, how are you influencing your ambassadors and prospects? What stories are you telling and what motivators are you promoting to everyone so that they can spread the message to every family member and friend.       Subscribe       Legally Privileged Disclaimer Internet communications are not secure and therefore RetailTribe does not accept legal responsibility for the contents of this message. The information in this email and any attachment to it is confidential and is intended for the addressee only. Any unauthorised disclosure, use or dissemination of the contents in part or whole is prohibited. If you are not the intended recipient please return it to the sender and delete it. Any views or opinions presented are solely those of the author, and do not necessarily represent those of RetailTribe unless otherwise specifically stated. This email and attachments have been screened and are believed to be free from any virus. However, it is the responsibility of all recipients to ensure that they are virus free. This email was sent to you by RetailTribe. RetailTribe will not accept any liability for any damage caused by a virus. If you no longer want to receive this email, please unsubscribe here.