A very healthy debate among golfers is about which major is their favorite. Near the top of my list is the KPMG Women’s PGA Championship. The event is hosted at platinum courses and produces worthy champions and is flawlessly executed year after year. But it is arguably the most significant major because of what it represents in the growth and impact of women in golf.
The last 20 years have seen the industry recognize the potential for growth through the inclusion of women and girls. By focusing on this demographic, golf businesses slowly but surely tapped into a substantial and often underutilized market, driving profitability and fostering a more inclusive environment.
In the early 2000’s a group of industry studies proved what was already believed: Women and girls represented a significant portion of the population that had historically been underrepresented in golf –– and by actively promoting the sport to them, golf businesses could expand their customer base.
Initiatives such as women's golf clinics, junior girls' programs, and family-oriented golf days have proven effective in attracting new participants. In 2005, we hosted the first Women’s Golf Week celebrations at East Potomac Golf Course in Washington, DC. Our guest speaker was Fran Mainella, the first woman to lead the National Park Service, who told the story of how golf saved her from the depression following the death of her husband. That week was a watershed and a revelation for our business. By emphasizing and expanding programming for women and girls at the facility, we opened a flood of new patrons and a significant bounce in revenue.
Over time, the industry has expanded its outreach to African American, Hispanic, LGBTGQ+, differently abled and other groups. But with millions of women controlling the family calendar, clock and budget, owner/operators would be wise not to take them for granted and make sure there are a range of opportunities to attract this essential audience.
One area to target is times of low usage, particularly during weekdays and non-peak hours. By creating programs specifically tailored for women and girls, golf courses can fill these gaps.
Programming such as women-only leagues or social golf events can also attract female golfers during times when the course might otherwise be underutilized. This approach not only maximizes the use of facilities but also creates a community atmosphere that encourages repeat visits and customer loyalty.
Golf instruction also presents a lucrative opportunity. Unlike the typical guy, women and girls who are new to the sport often seek professional guidance to improve their skills. By offering lessons and coaching sessions geared specifically towards this demographic, golf businesses can generate additional revenue. Hiring female golf instructors can further enhance the appeal, as many women and girls may feel more comfortable learning from another woman. These programs should also include group lessons, which can be more cost-effective and foster a sense of camaraderie among participants.
Women and girls have distinct preferences when it comes to golf equipment and apparel. By offering a diverse range of products that cater to their tastes and needs, golf businesses can increase sales. This includes clubs designed for women, stylish and functional clothing, and accessories that appeal to female golfers.
Owner/operators can consider offering amenities that make the course a family destination such as childcare, family rates and even child-friendly menu items. A family-friendly environment is a good way to secure multiple generations of loyal customers. Women in sports from soccer to basketball, and of course golf, are shining on the 'sport' stage like never before. Golf provides an ideal venue for girls and women to both celebrate and emulate their athletic heroes. Women in golf have been a driving force in the game for a generation; I look forward to seeing even more women golfers and golf course owners in the years to come.