You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
An ex-SVP of the WNBA asked me to visit four local golf clubs and look for photographs of women playing golf on the walls. “Without them,” she argued, “how can we pretend that golf is welcoming to women”.
The power of digital communication channels has grown since then, extending the challenge of how we use imagery. Remember, online images influence the people's options before they arrive or, even more importantly, before they DECIDE to arrive at the club.
Think beyond just gender in your online images. Does the diversity of backgrounds reflect the target market you’re talking to? Look at your website, your emails, your social pages, and posts. Do they reflect the diversity you’re looking for?
A national organization asked me to comment on a plan for a
diversity campaign a couple of weeks ago. My comment would be
less about the important goal of broadening the appeal of golf,
and more of a question:

“Do you appreciate the power of all the PGA Professionals in your country using their emails and social channels to ‘hero’ people from diverse backgrounds for a month (or more)?”

In 2021 PGA Professionals should be the “influencers” of golf’s digital age.

PGA Professionals working together have it in their power to make seismic changes in the way our game is perceived and the people we attract to it.

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