Research shows solid future for Australian Golf
If you are losing sleep over the future of the golf industry in this country, you aren’t the only one.
Indeed it seems the Australian Golf Industry Council (AGIC) is making steady ground in doing something about it.
Some serious research by the AGIC of the 2.1 million Australians who have picked up a golf club to practice or play in the past 12 months has helped complete the most in-depth analysis of the industry in Australia for more than 10 years.
It provides fresh insight into the golf landscape in Australia and what needs to be done to grow the game.
Five major themes emerged that must take shape for the golf industry to thrive.
Leadership: From this point forward golf’s participation strategy, planning and program management will have strong leadership from the National Sporting Organisation (Golf Australia), with clear ownership and dedicated resources to enable the sport to step up to the challenge;
Focus: The limited investment available requires the sport to be crystal-clear about its participation objectives in order to establish its next move; these objectives will therefore be clearly aligned with golf’s overall strategic and marketing objectives and will underpin the sport’s next participation plan;
Enabling Success: The enablers of success highlighted in the report remain critically important. They must be tackled or they will significantly hinder the sport’s efforts in the participation area.
As such, planning and delivering programs of work to address them will be high on the agenda. For example, helping the wider golf community to understand the challenge the sport is facing and how it will need to evolve in order to flourish;
Building On What We Have: Any ideas and/or programs of work commissioned to capitalise on the priority opportunities will ‘seek first to understand’, building upon the best existing initiatives, programs and marketing – for example, Swing Fit in the health and fitness area and the best introductory programs in each state.
Supporting Clubs And Facilities: Flexible membership models currently seem poorly understood but will be integral to the commercial success of clubs and facilities. As such, as part of a continued commitment to building capability and supporting clubs and facilities with their business models, they will work towards providing great tools, training and coaching.
Briefly, the data collected is expected to enable the golf industry to understand and engage current and potential participants in order to grow participation and ensure the continued relevance of the sport to future generations.
To view a summary of the research, visit agic.org.au.