If you want something to improve, then something needs to change.
If we’re going to do a better job of retaining golfers who’ve returned to the game in these amazingly complex times, we have a question to ask:
Has something changed about them in a permanent way because of the experiences of lockdowns, isolation, work-from-home, and therefore there is nothing fundamental that we must change?

Or if we think nothing changed about them sustainably then:
What must we change that will change the appeal of the game to them, allowing us to retain them this time around?

If your answer to the first question is “yes”, then enjoy the ride into a glorious future of more rounds forever. If it is “no”, then we probably need to get to work on answering the second question.

As you think about “what must we change?”, think broadly. Don’t limit your thinking to “service”. Why not, right now, list three or four aspects you could change? You don’t have to list how you would change something, just look at the dimensions you could change – like “the golf course” (I’m not saying you should).

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