January 17 2017: National Golf Month, the annual programme aimed at growing
participation in the sport, will focus on encouraging women to take up the game
as its primary target for this year’s month long campaign, which starts on May
Currently, only just over one in ten UK golfers are female (14%)
compared to one in four in Europe (25%), which makes the proportion of female
golfers in the UK the lowest of the top ten markets in Europe.
‘Women should be a higher proportion of the playing base, which is why
increasing the number of women playing the sport will be the top priority for
National Golf Month in 2017. If we can boost the number of women who play the
sport, then we can also revitalize the playing base of the sport through
increased family participation too, ’ said Doug Poole project Director –
National Golf Month.
This year’s National Golf Month will address some of the key barriers
currently preventing women off starting the game in the first place: the cost
of taster sessions, easy access and the chance to try the game with their
friends. These factors were highlighted by Syngenta’s recent global report
‘Unlocking Golf’s True Potential’.
Core to National Golf Month 2017 will be a its target to provide
50,000 free one hour trial sessions, exclusively for women, worth over £2m,
which will be the industry’s largest ever promotional offer aimed specifically
at getting women started in the sport.
As well as providing a substantial inventory of taster sessions,
National Golf Month will provide a better understanding of how clubs and
professionals can attract more women through new or innovative approaches.
‘There is a clear business case for attracting more women to play the
game. New female members generate an additional £750 of revenue per annum PER
PLAYER according to some research and female players open up the family market.
We plan to help the industry learn more from the great data and case studies
which exist,’ said Doug Poole.
The National Golf Month web site will use the booking platform, supplied
by fibodo, to match consumers with golf professionals. The website will be live
on February 1st at: www.nationalgolfmonth.com
‘Golf clubs, centres and PGA professionals wishing to participate in
the event should visit the National Golf Month web site and register there.
Alternatively, they should contact me for more details about how to get
involved,’ said Doug Poole.
Philip Morley, Chair of the British Golf Industry Association, said:
‘The British Golf Industry Association is delighted, once again, to
support National Golf Month which remains the most effective campaign we have
to promote the sport in the UK. Golf is a fun, healthy and social game which
more people should try, especially women. We hope that our efforts this year
will help to boost female participation in the game for the long term.’
Bauer Media have renewed their sponsorship of National Golf Month
which will provide the campaign with radio and print exposure across several of
their titles including Top Santé and Yours, two of their major publications,
both of which have substantial female readerships.
‘Last year, National Golf Month reached 20 million people across
Britain with a mix of marketing and promotional activities. Over 140,000 people
who were new to the sport or recently lapsed have came back to the sport during
its 3 years. This year, we’re targeting 100,000 new or lapsed participants to
golf of whom we hope 50% will be women,’ said Doug Poole.
National Golf Month has appointed communications agency Dissident to
handle campaign strategy, social and media relations’ activity.
Further details about the promotional plans, sponsors and supporters
will be released over the coming months.
Notes to editors
Data is taken from ‘Unlocking Golf’s Potential’ Syngenta 2016 and
KPMG’s recent ‘Golf Participation Report for Europe’.