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 NGF and David Pillsbury both promote the concept that we should use our PGA Professionals to proactively care for golfers. To extend member experience beyond waiting for the golfer to ask for service; but rather looking to inspire and influence them to find more value in the game, in your community, and at your club.
Still not convinced that approach would help us retain more of the COVID demand we’ve experienced? Then how about this:
I took four clubs in one region of the US. At these clubs, the Professionals are assigned golfers to proactively “care” for. To work to get them into coaching. To better connect them to the club and the community. And to create relevant playing experiences they can participate in.
We consolidated the golf spend and attrition performance of both the “care group of golfers”; and did the same for the golfers not in care.
Year to date the golf spend of the Care Group has increased 31% vs 2020 for the same period. No loss of golfing demand that the NGF are warning us we should now be experiencing.
The golfers NOT in care though have a slightly lower golf spend year to date than last year just as the NGF have warned us might start to happen.
If a PGA Professional acts as a proactive carer there is a 32-percentage point improvement on spend (vs non-care). That’s a lot of extra spend.
The same great story exists with attrition (member resignations). The golfers NOT in care have resigned at an annualized rate of 9%, while the members in care have resigned at a rate of just 3%.
If we proactively care for golfers, we reduce the chance of attrition to just a third of what it otherwise is. That’s a lot of saved dues.
The NGF are right. David Pillsbury is right. And the data backs them up.
And if 2020 was a great year for golf coaches, the coaches at these clubs have created 50% more coaching revenue this year to date versus the same period in 2020.
Align the interests of the coach and the club and everyone wins – including the traditionally under-served member. |
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