As the spring sports season gears up, golfers will be reaching into their closets for their clubs and heading out to the links. Golf courses and equipment vendors will be watching this demographic closely in 2009. In particular, golf course owners hope to reverse the 0.8% slide in rounds played during 2008.
Targeting women golfers may be one way to increase business. A recent Golf Datatech survey highlighted the preferences of women golfers – over half of whom play 10 times or more annually.
Here’s what these consumers like about the game:
- The challenge 32%
- Being with friends 18%
Here’s how these consumers make decisions about which clubs to buy:
- Try them out on a range or course 63%
- Talk with their golf pro 58%
- Research products online 44%
- Read golf publications 43%
Since the average ‘serious’ female golfer spends at least $700 a year on equipment, your vendors will want to connect with this player. Show your golf-related clients this data and prepare a season-long ad campaign to help them increase their share of female golfers’ business.[Sources: Golf Datatech Women’s Golf Market Study published in NSGA Sporting Good Research Newsletter, March 9, 2009; PGA PerformanceTrak, January 2009]