Is an image problem affecting the profitability of golf clubs?
Golf has an image problem. Golf sits within the realms of traditional media and the major events will always garner some of the back pages as well as some Sky Sports channels. However young fans spend a vast majority of their time on new media, including Instagram, TikTok and Youtube Shorts. Golf is losing it’s audience, with tournament viewership down 17% year on year. This in endemic of a larger issue, one where the sport of golf is moving out of the social zeitgeist.
This lack of publicity is affecting grassroots clubs. Clubs have collectively experienced a drop of roughly 6,000 members in 2023. European golf memberships fell by 0.6% overall to just over 4 million members.
The two large obstacles causing this drop in player-base is firstly, the increasing cost of playing golf despite the nation being within a cost-of-living-crisis; and secondly, the lack of sporting events to inspire young golfers and beginners. Golf is struggling to attract new audiences and may need to work on its image
Golf as a British Sport
Golf is the 7th most played sport in the country, down from 5th in 2021. Statistically, golf courses occupy more English land than housing does (English golf courses occupy 2% of total land area, housing 1.1%). But the six sports more popular that golf; football, cricket, rugby, tennis, horse racing and athletics; all seem to be bringing through a new, younger and a more diverse playing population.
The image presented for many, is that the golf courses of the UK are dominated by the 30 to 70 year old white males. Women and people of different backgrounds are not widely publicised playing the sport, nor is the sport well-represented in public schools. Doing so would increase emerging revenue streams for clubs, uncover new talent and benefit the sport as a whole.
The main challenges to engaging content creation around golf are the slowness of the sport, as well as the expense and the etiquette. The sport does not lend itself to fast media, and the current trend of short video clips.
What is the TGL?
TGL, known as Tomorrow’s Golf League, is a new major golf tournament being played indoors. By using state-of-the-art technology (which existed 20 years ago) professional golfers are competing for mega prize money in front of seated live-audiences.
This is assuredly the biggest way the golf is revolutionising to appease the next generation of consumer. Launched in 2025, this tournament could easily change the accessibility concerns and image of how golf is played.
Through the trickle-down effect, we could see sports clubs adopting technology even more rapidly than predicted. Many golf ranges have started to adopt golf shot tracking devices, there are also an abundance of simulation rooms able to be booked for entertainment, parties or for lessons. Also, footgolf and alternative golf formats have been adopted by many adventurous club owners. The TGL features three-on-three contests and shorter nine-hole tournaments which could inspire budding golfers.
Golf Clubs need to look to be more accessible
Golf clubs need to open up to new members, recognising and remedying the barriers to participation. Green-fee prices keep increasing – this is because clubs are compensating for the cost of the upkeep of the course, as well as the clubhouse and facilities. Club are having to move that cost onto the player-base because of the lack of support and profitability. For golf to remain inclusive, golf clubs instead need to look at other avenue streams, such as hosting events and fundraisers.
Many clubs argue that events reduces the exclusiveness and quality for the venue for their members. However, if done carefully and cleverly, golf clubs can service event organisers and their regulars successfully.
Not enough clubs are working to increase the diversity of their membership, with less than half possessing an inclusivity and diversity initiative. Outreach is key for golf clubs to improve membership, be key players in their community and benefit minority groups.
Applications to join most golf clubs are still via referral only, which stops anyone outside of the golfing community from taking part. Clubs should open up their membership to allow non-golfing families to purchase memberships and take part. Many clubs limited their memberships, so allowing for special privileges or a waiting list should help to round out a membership base.
What are your thoughts on this topic? Do you agree or disagree?
Whether you run a golf club or are a golf members, or are simply a fan, we want to hear from you.
- Do you think golf has an image problem?
- Do you agree that golf clubs should open up their memberships?
- If so, what methods could they use?
We also want to know more about your golf club:
- How much representation of females or ethnic minorities are there in key positions at your golf club?
- What outreach programmes do you have in place?
- How are clubs actively engaging with schools, colleges and universities?
Get in touch with us, let us know what you think. – We may publish our findings with the long-term goal of providing financial support to clubs who are actively seeking to improve the image of golf.
Email us info@club-insure.co.uk with your answers to the above questions.