London, England: Golf has an opportunity to grow if clubs and courses become more female friendly and offer flexible playing options, according to new research commissioned by Syngenta, an Executive Member of the Asian Golf Industry Federation.
The study undertaken in the United Kingdom found more women would be interested in taking up golf if they could learn with female friends and family, and play on shorter courses offering the option of nine or six-hole rounds.
They would also be encouraged to commit to golf or return to the sport if clubs were ‘less masculine’, ‘less intimidating’ and treated them as ‘valued customers’.
The findings are contained in a new free-to-download report, The Opportunity to Grow Golf: Female Participation which follows specialist qualitative research, including a series of panel sessions around the UK listening to the views of female golfers, lapsed players and non-golfers.
The report, which was launched in London to an audience of golf industry professionals, including the 2015 European Solheim Cup captain Carin Koch, is designed to help clubs and courses identify potential solutions to retain current female golfers and attract new players, supporting the long-term sustainability of the golf industry.
The project is being supported by a series of short documentary videos showcasing the work of golf clubs and courses that are successfully recruiting new female golfers, viewable at www.greencast.co.uk
Simon Elsworth, Syngenta Head Turf & Landscape EAME, said: “The good news coming out of this research is that the UK golf business has a genuine opportunity to grow by proactively encouraging female participation.
“What’s important, though, is to listen carefully to what women are saying about golf, what aspects of the sport appeals to them and understand the conditions that need to be created to engage women as customers.
“The results of our qualitative research show that an important factor is the ability to learn and play with friends and family at venues where women feel welcome. Some of our case study videos underline this point, especially where there is all-female coaching and courses are able to provide flexible playing conditions.”
Koch, who has publicly expressed her desire to see more women playing golf, said: “It’s very important that we listen to young people and women and better understand what would encourage them to try golf, which is why I was so interested to read this report.
“As European Solheim Cup captain, I’m very aware that thousands of sports fans will be watching the event on television and what a great opportunity this is to showcase golf as a game for women. My hope is that it will inspire new players of all ages to give golf a try and see what an enjoyable, social and healthy sport it is.”
The golf market research of Syngenta is designed to provide clubs and courses with information that will help them make customer-focused decisions to maximise market opportunities and deliver long-term business benefits.