state of golf in the uk · golf club membership in england down 22% in last 10 years females = 15%...

STATE OF GOLF IN THE UK

IS IT AS BAD AS PEOPLE ARE SAYING? WHAT ARE YOU DOING ABOUT IT?

November 16, 2015

SPORTS MARKETING SURVEYS INC. –What we do…

November 16, 2015© SPORTS MARKETING SURVEYS INC.

PARTICIPATION SPORTS EQUIPMENT VENUE RESEARCH

• Official Suppliers of the European Tour Equipment Census

• Consumer Surveys – Product Testing, Brand Awareness, Brand Image

• Customer Satisfaction

• UK & European Retail Audits for speciality golf channels

• Market Sizes and Trends – Rounds Played

• Sports Participation numbers

GOLF

WHO WE WORK WITH…

WHO WE WORK WITH…FEDERATIONS & EVENTS


STATE OF GOLF IN THE UK

ROUNDS PLAYED YEAR TO DATE - NATIONAL

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

Jan Feb March April May June July August Sept Oct Nov Dec

Average number of Rounds Played per coursein each month

2012 2014 2015

YTD +1%


Golfers 19% decline since peak of 2006

NUMBERS STABILISING at 3.3M (2014)

2014 Over 1.5M Core Golfers – and avid numbers increased by 50,000

Golf Club members play 5.4 times as many rounds as non-members

NOT COST – it is TIME and OTHER COMMITMENTS that stop people playing

FUN – FAMILY – FAST – FLEXIBLE

Golf Club membership in England down 22% in last 10 years

Females = 15% of England golf club members – but only 12% of golfers

Adults who have played on a full length golf course (9 or 18 hole) at least once in the last 12 months.

Two year rolling average

=6.4% of the GB adult population

3,766,0003,966,000 4,083,000

3,886,0003,711,000

3,929,000 3,936,000

3,512,0003,364,000 3,301,000

2004 2005 2006 2007 2008 2009 2011 2012 2013 2014

2014 PARTICIPATION: GB FULL LENGTH COURSE USERS


THE IMPORTANCE OF THE CORE GOLFER

904000

761000

889000

966000

1004000

1055000

1103000

1078000

913000

944000

1176000

1176000

1095000

1035000

753000

882000

804000

809000

792000

650000

635000

566000

486000

569000

453000

338000

426000

479000

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2011

2012

2013

2014

Regular (12-51 times) Avid (52 times +)

2014 = 1,514,000 = 46% of full course users


2013 = 1,521,000 = 45% of full course users

GB : ‘CORE’ GOLFERSAdults who have played on a full length golf course (9 or 18 hole) at least once in the last 12 months.



80%+

46%

GOLF CLUB MEMBERSHIP IN ENGLAND

November 16, 2015


GOLF MEMBERSHIP – IN ENGLAND (REGISTERED GOLFERS)

868,966 869,943 877,682 877,355 878,821 871,578 874,397 872,665840,887 833,110

805,206776,676 761,335 750,004

712,390678,372

22%

GOLF CLUB MEMBERSHIPGolfers only

285,019 1,488,264

440,072

595,351

453,068

38,990

50.3

9.3

0

10

20

30

40

50

60

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

Members Non-members

Average number o

f rounds in

the past 12

months

Number of golfers

Infrequent Regular Avid Average number of rounds in the past 12 months


WHAT ARE THE ISSUES?


9.3mADULTS

3.5mADULTS

2.8mADULTS

2.0mADULTS

2.0mADULTS

1.9mADULTS 1.7m

ADULTS

1.5mADULTS

1.0mADULTS

0.3mADULTS

0.2mADULTS

FULL LENGTHFULL LENGTHFULL LENGTHFULL LENGTHCOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

DRIVINGDRIVINGDRIVINGDRIVINGRANGERANGERANGERANGE+0.3m 6+0.3m 6+0.3m 6+0.3m 6----17y.o.17y.o.17y.o.17y.o.

9 HOLE9 HOLE9 HOLE9 HOLECOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

ADVENTUREADVENTUREADVENTUREADVENTUREGOLFGOLFGOLFGOLF

+0.7m 6+0.7m 6+0.7m 6+0.7m 6----17y.o.17y.o.17y.o.17y.o.

PITCH &PITCH &PITCH &PITCH &PUTTPUTTPUTTPUTT

+0.4m 6+0.4m 6+0.4m 6+0.4m 6----17y.o.17y.o.17y.o.17y.o.

COMPUTER COMPUTER COMPUTER COMPUTER GAMING GAMING GAMING GAMING GOLFGOLFGOLFGOLF

+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

SCHOOLSCHOOLSCHOOLSCHOOL+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

GOLF SIMULATORGOLF SIMULATORGOLF SIMULATORGOLF SIMULATOR+0.1m 6+0.1m 6+0.1m 6+0.1m 6----17y.o.17y.o.17y.o.17y.o.

PAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

PUTTING PUTTING PUTTING PUTTING GREENGREENGREENGREEN

+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

0.1mADULTS

ANY OTHERANY OTHERANY OTHERANY OTHER+40k 6+40k 6+40k 6+40k 6----17y.o.17y.o.17y.o.17y.o.

HAVE SOME HAVE SOME HAVE SOME HAVE SOME INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN AT LEAST ONE AT LEAST ONE AT LEAST ONE AT LEAST ONE OF THESE OF THESE OF THESE OF THESE FORMS OF GOLFFORMS OF GOLFFORMS OF GOLFFORMS OF GOLF

+1.7m 6+1.7m 6+1.7m 6+1.7m 6----17 year olds17 year olds17 year olds17 year olds

• Extrapolations based on population with household internet access:

• 43.1m 18-80 year olds• 7.8m 6-17 year olds

To offset sample bias, involvement is counted if participation frequency ismore than twice in the last year

This graphic shows the absolute number of people who have taken part in each of the categories of golf in the past year, including the broader definition of golf activity

GOLF ACTIVITY | How many people?

SPORTS PERCEPTIONS


Base: 10050

28%

58%

58%

72%

55%

79%

11%

32%

7%

25%

22%

23%

35%

18%

26%

Golf Running Cycling Football Tennis

is a good sport for younger people

is a good sport for older people

is a sport for people like me

50%

23%

37%

31%

47%51%

45%

48%

19%

57%

41%

27%

34%

21% 26%


is a good sport for people of different ages to play together

is a good sport for men and women to do together

is a good sport for people of varying ability to do together

SPORTS PERCEPTIONS


Base: 10050

50%

21%

27%

52%

41%

29%

76%

75%

63%

61%

29%

36%

40%

46%

35%

Golf

Running

Cycling

Football

Tennis

has broad appeal offers good exercise is a sociable sport

GOLF PERCEPTIONS


Base: 10050

44%

80%

51%

63%

61%

54%

21%

79%

13%

47%

48%

38%

is a good sport for younger people

is a good sport for older people

is a sport for people like me

is a good sport for people ofdifferent ages to play together

is a good sport for men and womento do together

is a good sport for people ofvarying ability to do together

25%

51%

24%

62%

39%

44%

58%

32%

44%

47%

26%

25%

is boring

is challenging

is stuffy

is a sociable sport

offers good exercise

has broad appeal

Golfers (2160)

Lapsed / Non golfers (6134)


THE NUMBERS –NOT ALL BAD

Have you considered ‘simulator experience evenings’?

What about “Putting & Pimms”?

What can you do at your venue?

FEMALES & FAMILIES

November 16, 2015


THE FEMALE GOLF OPPORTUNITY


3,622,9003,330,200 3,409,300 3,541,400 3,407,400

3,217,400 3,351,300 3,465,6003,117,100

2,921,200 2,919,000

374,200

435,900556,500

541,600465,300

470,100589,900

541,300

378,100376,300 388,000

2003 2004 2005 2006 2007 2008 2009 2011 2012 2013 2014

Male Female

GB – GENDER OF GOLFERS Adults who have played on a full length golf course (9 or 18 hole) at least once in the last 12 months.

11.7%

15.0%14.0%


INTEGRATION & OPPORTUNITY

37.6%

28.9%

11.7%

15.1%

28.1%

33.3%

EGA - REGISTERED

78% of male golfers who have a wife or partner say their

companion does not play

51% of male golfers who have sons say that this son plays

golf – but only 12% who have a daughter says this daughter plays

49% took up game because

a husband or partner played

27% feel they are treated

poorly by male golfers

SM

S IN

C. W

om

en

& G

olf 2

01

5


GOLF IN SWEDEN

PACE OF PLAY

November 16, 2015

ISSUES?



COMPETING FOR THE LEISURE £’

LEISURE FRAGMENTATION

Golf is competing for our time…

�Changing consumption patterns

• More leisure choice everywhere

• More sports to play

• Increasingly specialist pursuits

• More choice of tourism destinations (low cost airlines)

• Internet (social networking / e-commerce)

• Computer gaming

• Gardening / DIY / cinema / “eating out”

FACT NOT OPINION


� R&A Global Pace of Play Survey R&A Global Pace of Play Survey R&A Global Pace of Play Survey R&A Global Pace of Play Survey

– TWO main reasons (GLOBALLY) for not playing as much as wanted –WORK & FAMILY COMMITMENTS

– 60% said THAT PLAYING IN LESS TIME would IMPROVE THEIR ENJOYMENT of the game.

� Amongst golfers who said they played less in 2014 than they had in 2013, other than illness and injury, WORK and FAMILY COMMITMENTS were the 2 MAIN factors cited as the cause.

– DOUBLE the amount that said because of the weather

� 60% of lapsed golfers stated that OTHER COMMITMENTS was influential or VERY influential in their reason for stopping golf


FASTER GOLFHOW?

GOLF IS NOT BROKEN

November 16, 2015


9.3mADULTS

3.5mADULTS

2.8mADULTS

2.0mADULTS

2.0mADULTS

1.9mADULTS 1.7m

ADULTS

1.5mADULTS

1.0mADULTS

0.3mADULTS

0.2mADULTS

FULL LENGTHFULL LENGTHFULL LENGTHFULL LENGTHCOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

DRIVINGDRIVINGDRIVINGDRIVINGRANGERANGERANGERANGE+0.3m 6+0.3m 6+0.3m 6+0.3m 6----17y.o.17y.o.17y.o.17y.o.

9 HOLE9 HOLE9 HOLE9 HOLECOURSECOURSECOURSECOURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

ADVENTUREADVENTUREADVENTUREADVENTUREGOLFGOLFGOLFGOLF

+0.7m 6+0.7m 6+0.7m 6+0.7m 6----17y.o.17y.o.17y.o.17y.o.

PITCH &PITCH &PITCH &PITCH &PUTTPUTTPUTTPUTT

+0.4m 6+0.4m 6+0.4m 6+0.4m 6----17y.o.17y.o.17y.o.17y.o.

COMPUTER COMPUTER COMPUTER COMPUTER GAMING GAMING GAMING GAMING GOLFGOLFGOLFGOLF

+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

SCHOOLSCHOOLSCHOOLSCHOOL+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

GOLF SIMULATORGOLF SIMULATORGOLF SIMULATORGOLF SIMULATOR+0.1m 6+0.1m 6+0.1m 6+0.1m 6----17y.o.17y.o.17y.o.17y.o.

PAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSEPAR 3 / SHORT COURSE+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

PUTTING PUTTING PUTTING PUTTING GREENGREENGREENGREEN

+0.2m 6+0.2m 6+0.2m 6+0.2m 6----17y.o.17y.o.17y.o.17y.o.

0.1mADULTS

ANY OTHERANY OTHERANY OTHERANY OTHER+40k 6+40k 6+40k 6+40k 6----17y.o.17y.o.17y.o.17y.o.

HAVE SOME HAVE SOME HAVE SOME HAVE SOME INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN INVOLVEMENT IN AT LEAST ONE AT LEAST ONE AT LEAST ONE AT LEAST ONE OF THESE OF THESE OF THESE OF THESE FORMS OF GOLFFORMS OF GOLFFORMS OF GOLFFORMS OF GOLF

+1.7m 6+1.7m 6+1.7m 6+1.7m 6----17 year olds17 year olds17 year olds17 year olds

• Extrapolations based on population with household internet access:

• 43.1m 18-80 year olds• 7.8m 6-17 year olds

To offset sample bias, involvement is counted if participation frequency ismore than twice in the last year

This graphic shows the absolute number of people who have taken part in each of the categories of golf in the past year, including the broader definition of golf activity

GOLF ACTIVITY | How many people?

SPORTS PERCEPTIONS


Base: 10050

50%

23%

37%

31%

47%51%

45%

48%

19%

57%

41%

27%

34%

21% 26%


is a good sport for people of different ages to play together

is a good sport for men and women to do together

is a good sport for people of varying ability to do together

ADDRESSING THE BIG ISSUES…………………..


THE AGEING POPULATION – GOLF OPPORTUNITY

WE DO APPEAL TO THE YOUNGER GENERATION


WHO ARE YOUR AMBASSADORS?


THE FUTURE – A POSITIVE PICTURE……


FUN

FAMILY

FAST

FLEXIBLE

Contact Details


UK CONTACT DETAILS

The Courtyard, Wisley,Surrey GU23 6QL, [email protected] Tel: + 44 (0) 1932 345 539

JOHN BUSHELL –MANAGING [email protected]

RICHARD PAYNE – SENIOR MANAGER – SPORTS [email protected]

© © © © 2015 2015 2015 2015 SSSSPORTS MARKETING SURVEYS INC.PORTS MARKETING SURVEYS INC.PORTS MARKETING SURVEYS INC.PORTS MARKETING SURVEYS INC.No part of this report may be reproduced or transmitted in any form or by any means, including photocopying, without the written permission of Sports Marketing Surveys Inc., any application for which should be addressed to Sports Marketing Surveys Inc. Written permission must also be obtained before any part of the report is stored in a retrieval system of any nature.DisclaimerDisclaimerDisclaimerDisclaimerWhilst proper due care and diligence has been taken in the preparation of this document, Sports Marketing Surveys Inc. cannotguarantee the accuracy of the information contained and does not accept any liability for any loss or damage caused as a result of using information or recommendations contained within this document.

state of golf in the uk · golf club membership in england down 22% in last 10 years females = 15%...

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