 | In the golf industry there is no more powerful influence in each local golf community than the PGA or LPGA Professional.
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| Do you know how much influence you have over golf spend at your club?
I picked one golf professional in the US. I didn’t look for the best or worst performer. I just selected a club and a coach at random.
I then looked at YTD for end September 2021 and recorded the visits, golf spend, and food & beverage spend of the golfers they were “engaging and influencing” and compared those numbers for January to end September 2020.
The coach’s golfers had visited the club 17% more, had increased golf spend by 66.7% and food & beverage spend by 76.5%.
I’d call that serious influence. But some of you may refer to the COVID effect and wonder how much was the influence of our coach, and how much the influence of the tsunami of demand we’ve all experienced.
So, I repeated the process above for the aggregate total for rest of the members at this club. They had indeed also visited and spent more: 14.7% more visits; spent 39.5% more on golf; and 70.5% on food & beverage. That’s a lot of extra demand the golf industry is experiencing.
But now I could measure the impact the coach had over and above that demand.
This single coach created an extra $ 377,974 of spend (golf and food & beverage) ABOVE the COVID increase in the 9 months of 2021 vs the same period in 2020.
It's going to be half a million dollars of influence by year end. That is quite some level of influence. |
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