A number of our European universities specialising in business management encourage golf participation, as an environment that is ideal for discussing business whereby enabling future entrepreneurs and business leaders to develop an early framework of networking opportunities. The key is to network with those who have a shared interest and rapport. That way, networking can be pleasurable, productive and self sustaining.
PY Gerbeau – French Global Leisure Business Entrepreneur – Lecturer at London Business School & Imperial College, London –recently shared his comments Golf Club businesses generally need to focus and engage proactively with new markets and dismantle the perceived barriers of the word Club. For example students that are studying to emerge into the business world are prime candidates to attract into this type of leisure business – they have a very powerful leverage A Choice. Is golf, from European levels through local golf clubs to national golf federations, really focusing sufficiently in encouraging aspiring young adults to embrace the opportunity to even consider the golf community as an optional sport? Moreover, are we selling the game and engaging more directly with this potential market in demonstrating how beneficial the game can be in the future, whether it be portrayed through a healthy environment, family lifestyle, potential business opportunities or the general camaraderie of club life that should come hand in hand? As one meanders along in life it’s easy to lose sight of how much emphasis political parties put on their next generation of voters.
During my recent visit to the European Parliament in Brussels, where I attended discussions on the beneficial impact and sustainability of golf facilities within the 27 European Union member states, it came to light just how effectively the European Commission reaches out, engages and encourages prosperous young professionals to learn to participate within the whole structure, this is a positive interaction. Engaging, listening, debating, connecting – all clever stuff hey! According to Tonie Manders – Dutch politician & Member of the European Parliament feels strongly that golf and club life is an attractive opportunity for young business people and their families to be a part of. How can those of us within the whole golf and club industry start to engross the youth in a similar vein? It’s surely not rocket science, or is it?
Many clubs still operate with their original Victorian cultures, hence why they have failed to engage with the youth of the 21st century, although notably some more contemporary and progressive European clubs have embraced the new wave of fresh faced “club” golfers. For example Golf Baan het Woold a club within the region of Eindhoven, Holland have opened their membership opportunities for young businessmen/women ,whereby they feel the approach to golf and club life has changed drastically, whereas golfers used to come to the golf club, the golf club now needs to come to the golfers and introduce additional activities. Likewise golf on the Goodwood Estate, located in the South of England, has created a membership model in which it captures the young adult golf enthusiast. Those known as Generation Y or the Millennials, a very important audience, are waiting for the sports bodies and clubs to sell them active golfing opportunities.
Successful organisations and businesses do one thing thoroughly and consistently: they study their future customers, they go out and ask their customers what they want, they connect with their audiences to share their future and in return receive information to help them grow their future. The golf club industry needs to consider a seed bed to entice the next generation towards golf which promotes the game and all it benefits and opportunities. Clubs introducing a young adult plan that underpins the process of creating a promotional development between the millennial youth and the golf policymaker would be a good start. Through this platform where young people and youth organisations meet with representatives of national golf/club authorities to discuss the future priorities, in the process receiving invitations to participate and also explain why golf doesn’t fit into their credo, we may or may not be surprised to hear and learn some real truths about what and how we deliver our message Talking about increasing golf participation is easy, doing something about it calls for action. Without action then it’s just a dream and all blah blah blah about what should be happening instead of what needs doing! Innovative and creative marketing is critical to increase growth, given each club is a business, arriving at the bottom line in the black is critical for the future. But without customers, then all the industry is going to be effected in one way or another.
It is vitally important that all club businesses consider investing time and energy in both listening and conducting research and analysis into what will drive and motivate the next generation to be part of “club” life. Values need not be sacrificed or diluted; the skill is in blending the needs of the old traditions into the new. European golf and club life is generally failing to connect positively with a potentially influential market for the future, if the main hearsay objective is to create fun environment for the future youth to play in, then maybe we should look initially at enticing them into our clubhouses. Many of our club membership recruitment systems are still focused on a certain type of social character, meaning many suitable people are marginalised by the whole club process. The world is full of overlooked talent because everyone is looking in the same place. Should golf clubs freshen up it perspective, then club life will undoubtedly have a golden chance to survive. Eddie Bullock Golf Consultancy – Boardroom Magazine Nov-Dec 2013