This week in Las Vegas, many golf industry professionals will converge on the second-largest U.S. trade show in the sport at the PGA Fashion and Demo Experience at the Venetian Hotel. Not to be confused with its much bigger brother, the Annual PGA Merchandise Show, held each year during the last week in January in […]
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The Real Reason Behind Golf’s Participation Problem
Quick quiz: ask a golfer why people don’t play more golf and it’s likely that they will reference one or both of which inhibitors? Did you get it? If you read this column last week, you likely saw me reference the standard objection that one hears in golfer research that just scratches the surface — […]
Read More »The Root of Golf’s Participation Problem
Perhaps the most pervasive and rampant challenge that has plagued the golf industry for decades is how to grow participation. We’ve been tasked with speaking to golfers — and regrettably, to a much lesser extent, non-golfers — about this very topic on several occasions, and when forced to choose between getting current golfers to play […]
Read More »Understanding Golf’s Impact On Your Consumers
One of the tenets of good marketing research, be it in golf, travel or any other category is that researchers and marketers alike need to avoid assuming that all customers are like themselves. We very well may also be consumers of the product or service that we are marketing, but we know too much and, […]
Read More »Condensed Major Season Not Conducive To Growing The Game
Since my earliest days of conducting golf industry research, the game’s major championships have been an important and frequently studied topic. We’ve explored everything from relative fan perceptions of each major to broadcasting impact and logo development. We’ve looked deeply at onsite operations and their role in affecting constituent satisfaction, built insights informed plans for […]
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