Leighton Walker is joined by Richard Flint, COO of England Golf, Joshua Reynolds, Data and Insights Manager, and Matt Draper, Development and Memberships Director, to discuss England Golf's latest research into participation – The Golfers' Journey.
Originally undertaken in 2018, the research has been refreshed to look at the full spectrum of golf participation, from leisure golfers playing crazy golf, adventure golf, driving ranges and simulators through to recreational and regular golfers and golf club members.
The research estimates that more than 12 million adults in England participated in some form of golf in the previous 12 months, including around five million leisure golfers and more than 4.5 million recreational golfers. The figures highlight the enormous potential market for golf beyond traditional club membership.
One of the most striking findings is that 73% of leisure golfers are female, while female representation falls significantly as participation moves towards regular on-course golf and club membership. The panel discusses what this, alongside other findings around ethnic diversity and disability, tells us about the opportunities – and barriers – facing the industry.
The discussion also explores why people play golf, with enjoying the outdoors, spending time with family and friends, fun and entertainment, relaxation and wellbeing all featuring strongly. The panel considers whether golf does enough to communicate these wider benefits and whether the industry needs to talk about the game differently.
For golf clubs, the research raises important questions around membership. With more than two million people playing an 18-hole course at least once a month but not currently taking up membership, could more flexible membership options, shorter formats and stronger links with off-course facilities provide a route into club membership?
Richard, Joshua and Matt also look at the importance of using data to challenge perceptions of golf, the environmental and economic contribution of the sport, advocacy and word of mouth, and how England Golf intends to build on The Golfers' Journey through further research into areas including membership, women in golf, coaching, wellbeing, technology and AI.
The overriding message is a positive one: there are millions of people already engaging with golf – the opportunity now is to understand their journey better and make it easier for more of them to take the next step.
To find out more about England Golf click here
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