We’ve talked a lot about how we keep the wave of golf participation generated by the experiences in 2020, but what about creating the next wave ourselves?
We spend a lot of time researching consumer behavior by tracking data, especially consumer response data. So, here’s what we can see from
real data:

Teenage girls much prefer to learn in a social environment out on the golf course.

Older women also prefer to learn in a social environment out on the golf course. What they have is a higher level of trepidation about “causing problems”. They want to be sure that they’re not going to
“upset” anyone.

Anna Liotta (read ‘Unlocking Generational Codes’ this holiday if you haven’t already done so) would be able to add color to those results. But clearly, many ladies thinking about golf lack confidence in the environment we create.        

The story from Neil Lockie yesterday talks to the viral impact a fun learning environment can create with teenage girls. The leadership from Dee Forsberg, Andree Martin, Meredith Lobek, Stacey Koppens, and many others, all highlights the fact that the same viral connections and attraction can be created for the older generation if, along with the fun learning environment, you can create a safe and caring environment on course.

Steve McCreight at The Golf Trails of The Woodlands, near Houston, has created ambassadors amongst his ladies’ section. These are ladies who will bring new lady learners to fun events and make them feel safe, secure, and confident in the environment. That will give Steve’s coaches the best chance of converting the new ladies into learners.

Remember, you’re trying to design pathways that give you the best chance of moving ladies along from ‘interested’ to ‘learning’ to
‘recreational & connected’.

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