Women golfers want good atmosphere and more social events
It’s not necessarily the competitive edge of golf that drives women to the golf course, but rather the atmosphere and social possibilities. This is therefore important for golf clubs to take into account when looking to improve their current setup for their women members.
Today marks the biggest celebration yet of Women’s Golf Day. The numbers of participants are expected to exceed the last three years of the global event, where more than 50,000 women across 50 countries and 900 venues have competed in a celebration of women on the golf course and administration.
The numbers of women in the golfing business is growing by the day, and according to the national golf foundations in England and America respectively 15 and 23 per cent of all golfers are women.
However, based on a look through our data and feedback from more than 1,200 golf clubs worldwide, we now know how clubs can create more value for their women members.
Our player experience management platform contains more than 1,5m players’ feedback and this study is based on more than a thousand replies from both English and American women golfers.
It’s important to understand these numbers as they can drive satisfaction, which potentially can lead to higher retention and also attract new members.
Women golfers value atmosphere instead of competition
It was quite clear when we first had a look at our numbers that a good atmosphere is highly important for women golfers. In fact, to rate higher on The Net Promoter Score one of the most important things is to create and obtain a good atmosphere in the golf club.
The English women found this the number one priority when assessing their club, while American women found it the second most important only behind the golf course itself. This also means that atmosphere actually is more valuable to women golfers than, say, practice facilities and, in terms of the British women, the golf course.
This suggests that a non-competitive and fun golf roll-up is a good way to increase women engagement in the clubs. They simply don’t find the competitive nature of the sport a driving factor in their golf membership offering.
Only the American seemed well satisfied with the atmosphere at their current club, leaving room for potential at the English clubs.
Women want an increase in social events
Both English and American women left feedback that clearly indicated, that they were less satisfied with the number of social events going on at their current club.
This leaves a big gap and an even bigger opportunity for golf clubs wanting to come to meet their women members. The social aspects of golf is clearly important, also playing along with the fact they wish for a good atmosphere.
In 2018, the R&A published an overview of existing research on “Women’s, Girls’ and Family Participation in Golf”. This suggests that consumers are now looking for more memorable events and value-added events into their predisposed or regular experiences.
Golf restaurants are less satisfying
Something that creates a good atmosphere and connects people are the restaurants, and generally, women rate these lower than men. This is a space that possesses a big potential for golfers to socially engage with each other and help clubs create a good atmosphere when members come in for the pre and post golf touch points.
The specific touchpoints women generally rate lower is high-quality food and drink, selection and interesting menu choice. This would actually drive up overall satisfaction for both men and women.
These findings suggest that golf itself isn’t the most influencing factor on female member satisfaction in America and England. It’s clear that there is a big potential opportunity for golf clubs to deliver experiences that goes beyond your weekday stroll at the golf course and annual Women’s Golf Day and create a more attractive environment for women which will increase members, revenue and loyalty.
Remember to check out our list on 5 things you (probably) don’t know about women and golf.