the golf intelligence report
Posted on February 16, 2016
The most recent issue of Golf Retailing magazine featured a substantial report from SPORTS MARKETING SURVEYS INC. on the state of the UK Golf industry. The report consisted of information from three areas; Retail Audit, the European Tour equipment census, and consumer data from core UK golfers. The data includes the top 5 brands in each sector by sales, trends and consumer opinion and stats on from the European Tour, highlighting what the professionals are using.
SMS INC.’s John Bushell gave his insight into the market in 2015, and what lies ahead:
“Rounds played by the end of quarter three 2015 were up almost 1 per cent in GB, despite a 24 per cent drop in Scotland. Regardless of a potential year-end decline caused by the deluge of rain in December, 2015 represents a good performance as 2014 was the second strongest year between 2010 and 2014.
Encouragingly, the total number of adults playing on a full length golf course stabilised at 3.3 million in 2015, with Core Golfers – playing twelve times a year or more – steady at 1.5m. We did see an increase in the number of avid golfers (those who play 52 times a year or more) up 53,000. Initial analysis of 2016 suggests that whilst the avid golfer number has stayed steady, the regular golfer number (those who play 12-51 times a year) has declined. We know that club members play over five times as many rounds per year as non-members. Given the 22 per cent drop in registered membership in England in the last decade, a challenge is to help players find a golf club and a membership model that suits them. This, alongside increasing play frequency, is critical, since Core Golfers make up 46 per cent of total players, but account for over 80 per cent of total golf expenditure.
Embracing fast, fun and flexible formats of the game is crucial, and initiatives to offer handicaps on the basis of 9 holes, to open competitions to all – irrespective of age or gender – and to encourage family golfing activities is vital.” (Continued in the magazine..)
Some extracts from the report are shown above, but please contact us for more information, or see Golf Retailing for the full report.
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