We have all experienced a boom over the last 18 months. We must all act together to preserve the new opportunity for the golf industry.
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| | The National Golf Foundation (NGF) has been very clear in its leadership thinking: |
| We need to implement strategies that will help us retain as many of the new and returned golfers that the 'Covid boom' has created for the US. |
| They recently published a great graphic representing data from some research they conducted with people who had joined or returned to the game. |
| The research revealed that the average “conversion rate” of these new “customers”, from I’ll try it or try it again to being a “golfer” who will stay with the game, was just 27%. |
| If the new face didn’t receive any coaching, and that was the case for most, then the conversion rate was well below the 1 in 4. |
| | But sometimes it was 1 in 2 | | There were three activities that caused the conversion rate to be much, much better: |  | Someone from the club reached out to them and managed their relationship.
| | | They participated in a coaching program.
| | | They participated in a fun event like a scramble.
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 | This echoes our data from 5 years of detailed research with over 25,000 golfers.
A golfer who feels they are “managed” by a member of the golf team at the club, is 100% more likely to stay with the game.
That conversion rate doubles again if the golfer participates in an improvement program. |
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