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?
Last week I referenced Steve McCreight’s plan, at The Trails at The Woodlands in Houston, to use ambassadors amongst his membership to attract new lady learners to the club. That’s a ‘real-world’ viral campaign that I’m betting is going to succeed.

Just as important as appointing the ambassadors is influencing them to communicate effective messages. The most important one of course is “don’t worry, I’ll look after you and make sure you know where to go and what to do”. That will reduce the likely perceptions of barriers to a woman giving the game a go. But we also need to make sure the right motivators are communicated.

Mike O’Donnell, PGA of America, gives a fascinating talk on alignment in the industry that includes a review of “consumer mindsets”. He provides clarity of the motivators within the categories of performance, social, and escape.   

The question I have is:
Has COVID, especially amongst women, created a fourth motivator: Health?

Almost all the PGA Professionals who specialize in introducing women to golf, that have contacted me in the last week, have referenced the paramount importance of the social motivator that Mike talks to.

Does the combination of social and health for all ages make golf the most important pastime for women over the next decade?   

If you think it does, how are you influencing your ambassadors and prospects? What stories are you telling and what motivators are you promoting to everyone so that they can spread the message to every family member and friend.

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