Note: this article was written during the COVID-19 pandemic.
Gone were the days of sweaty gyms, contact sports and recreational activities. Golf thrived throughout the pandemic and still rises at a rapid rate. Western Australian Golf Clubs are seeing record amounts of rounds being played, millions of golf balls hit on driving ranges, membership growths and sale numbers increasing in golf shop retail.
So, what changed?
Restrictions, mask-wearing and the fear of any close contact. Travel was now a foreign idea (excuse the pun), group fitness, gyms, casinos, cinemas, concerts and events were the first to close once the government introduced restrictions, so consumers changed their habits by opting for alternative forms of entertainment, activities and exercise outdoors.
Yes, it is true that the sport of golf did not change throughout this time, but the golf industry immediately adapted to meet the demands of a new segment of golfer and to react to the challenges that were being faced within society. Most importantly ensure that the quest to better serve the customer continued.
Michael R Solomon (an expert in consumer behaviour), stated that “We’ll probably witness significant changes in how we relate to others (no more handshakes?), how we work, how we play, and certainly how we consume. “
During this time a new segment emerged. A “new market golfer”. The “new market golfers” should be called consumers for the purpose that they are not weekly golfers, members of other golf clubs, regular users of the driving range, or reoccurring customers. Rather a new demographic of consumers seeking an alternative entertainment option that used to be available to them. Unfortunately, some of these “new market golfers” may not even be tracked by national golfing associations as they don’t have a handicap, or are a member of a private golf club.
Where did this “new market golfer” come from?
Entertainment options diminished and became a rarity as cinemas closed, restaurants became takeaway only, and concerts and events cancelled. Therefore, consumers started changing their pattern of behaviour. Consumers opted for activities that they could still participate in and naturally, golf was a socially distancing sport, while also being considered as exercise outdoors. Working from home was also a regular occurrence within the workplace, which enabled people to go out for a quick hit on the driving range or a casual 9 holes of golf.
Golf courses go digital
COVID-19 gave golf clubs a nudge to better satisfy needs by becoming digitally engaging. Online communication ramped up and constant engagement became a regular occurrence on social media, websites and E-newsletters. Golf Clubs began to recognise the power and reach of online platforms, connecting to the “new market golfer” without consciously doing so. PGA Golf Professionals started a market of online coaching, golf tutorials and Zoom lessons, promoting the itch to get outside and put the tips into practice on the driving range and golf course.
Local Western Australian golf courses such as Wembley Golf Complex saw huge increases in golf participation and general participation across their facility. They alone saw an increase of 23% of rounds being played from 2019 to 2020, and over 21 million golf balls being hit on the driving range. This was a huge increase from pre-Covid-19 which recorded over 11 million golf balls being hit on the range during the 2019 period.
Josh Madden – General Manager of Wembley Golf Complex and Member Director on the PGA’s National Board, stated “it was immediately recognised that golf could be the light at the end of the tunnel during the pandemic for the local community. Golf Clubs adapted and embraced the new golf participants coming out to enjoy their facilities. Golf is outdoors, considered safe while also offering quality time with family and friends”.
Private clubs are also seeing the positive effects of COVID-19. Golf Manager of Western Australian Golf Club Nicole Martino highlighted that “The WA Golf Club is experiencing unprecedented demand on the golf course, and in particular competition play. We are currently working on a new booking system that will address the fairness and convenience of booking the game of golf, something that the golf club has never been faced with before”.
Golf retail additionally started seeing the effects of COVID-19 and consumer behaviour trends. Home use golf training aids started selling out online with easy (and free) contactless delivery, people were practicing at home and then wanting to take their newly acquired skills out on the golf course or the driving range. The domino effect followed with golf retail booming as equipment sales soared.
So, what does the future of golf look like now?
There is no mistaking that COVID-19 had a detrimental effect on some industries in Australia, but the golf industry powered through challenges faced in society at the time and became a new entertainment venue. With that a new segment golfer emerged, creating a different demographic to the regular golfer, private club member, and competition player. We can only hope that golf clubs don’t fall into a trap of reaping the rewards from the current consumer behaviour, but that they continue to adapt, engage with the “new market golfer”, retain the new segment that has emerged and be strategic with the intent to evolve so that they can again tackle any sudden changes faced in society.
Fast forward to 2024 – Post Covid
Digital marketing has surged in importance for Golf Clubs, particularly in the wake of the COVID-19 pandemic. Despite the upheaval, some clubs have continued to thrive, benefiting from a surge in post-pandemic membership numbers. However, many have neglected to adapt to the evolving digital landscape. It’s imperative that we recognise the need for improvement, adaptability, and relevance in our approach to social media. By embracing change and reshaping our attitudes towards digital marketing, we can ensure our continued success in the current environment.