Golf industry needs better digital marketing, quicker game play and more for younger and female golfers.
As 2023 advances, the golfing industry will grapple with some ongoing problems. Yet, these challenges also offer significant opportunities for growth. Recently, Linchpin wrote about some of the most pressing issues facing golf courses and players at this time:
Golf has traditionally been seen as a sport for the middle-aged and older populations. However, the sport is undergoing a significant transformation with the emergence of new trends and changing demographics that promise to make it more inclusive and accessible.
As a golf industry player, it’s crucial to be aware of these trends and leverage them to drive sales and build a customer base. In this blog post, we will explore some of the top golf industry trends that are set to shape the game in 2023.
Effective Digital Marketing Strategy
One of the primary digital transformation challenges facing the golf industry is the effective use of digital channels to drive sales and build a customer base. Many golf courses and golf gear companies struggle to be efficient and effective in measuring the impact of their marketing channels such as paid media, SEO, content strategy, social media or digital PR. These companies’ primary challenges are their digital experience, website design, and brand presentation.
Quicker Events and Courses
One of the more noticeable trends in golf is a more significant push to move to short events, playing only nine holes instead of a full round. More people are drawn to shorter courses and the opportunity to play fewer holes because of work and family requirements. This allows golfers to get onto the system quicker, and shorter periods are increasing in popularity.
Golfing legend, Gary Player, said in an HSBC report that golfing community would have to come up with ways to play that do not take as long as a complete round for golf to grow. He thinks this will make it more accessible to the everyday golfer and allow designers to build courses that appeal to broader population segments.
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Younger and Female Golfers
Around a third of all golfers in the U.S. are now millennials, which could be a shock to the golfing community given its clear appeal to middle-aged and older crowds. However, younger golfers like Rory Mcllroy are proving the stereotype that golf is a sport for the older segments of the population wrong. In 2019, over 14 million millennials indicated they would be interested in playing a game of golf this year.
Another noteworthy demographic shift is the increasing interest in golf from women. In 2019, women were about a quarter of all golfers, and surveys found that their presence in the essential beginners and juniors segments of golfers has also grown.
Healthier Food Options at Resorts and Clubs
Society has experienced changes in food preferences towards healthier choices and away from traditional options. Clubs and resorts have adapted vegan options, cocktail options, and craft beers to adapt to changing tastes. These changes have helped attract younger millennials, generation z, and others seeking to adopt healthier diets.
More Media Coverage and Social Media Outreach
Social media and media coverage are essential parts of golf’s strategy to reach more segments of the population, especially the younger crowd. Given that over 60% of millennials are active Instagram users, the sport of golf will be looking to reach this crowd by providing more coverage of tournaments and more highlights of amazing shots.
Increasing Attention to Environmental Impact
The golfing community wants to become a model in water management, conservation, and biodiversity. Additionally, the concept of carbon-positive courses is expected to gain more traction. There will be pressure on clubs and the PGA to manage their properties in ways that minimise environmental impact.
The future of golf looks bright with trends such as these set to shape the game in 2023. As a golf industry player, it’s essential to keep up with these changes and leverage them to drive sales and build a customer base. By offering shorter courses, attracting younger and female golfers, adapting to changing food preferences, and increasing social media outreach, the golf industry can continue to grow and evolve. Let’s embrace these trends and work together to make golf more inclusive and accessible.
You can read the whole Linchpin report here: https://linchpinseo.com/trends-in-the-golf-industry/