Over the last five years, I’ve spoken with hundreds of families about playing golf. Most of the time, they’re next door having dinner and stop in to see what we’re all about. After a brief tour (we’re not that big), the husband and children often express their excitement about coming back real soon to play a round. When I ask what about mom, they frequently reply that well mom doesn’t play. Hmm…
Recently, I was looking for pictures of families playing golf – together. What I found was plenty of pictures of dad and his son and a few of dad and his daughter. After quite a bit of research I did find several pictures of mom and her son and the fewest of mom and her daughter playing golf together. But, I didn’t find any pictures of families playing together. Hmm…
So, I sent requests to the United States Golf Association (USGA), the Professional Golfers Association of America (PGA), and the Ladies Professional Golfers Association (LPGA). I spoke with those responsible for public relations at these organizations. “Any pictures of families playing the game?” I asked. “No,” was their response. Each told me that they didn’t have any pictures of families playing the game together. Incredible!!! Why? In all the pictures I found, mom was missing. Why? Doesn’t mom play?
Over the last five years the golf industry has begun to question why don’t women (e.g., moms) get in and stay in the game? Their surveys have identified the obvious answers:
- Difficulty. Each person needs to experience one shot (or two) a round that will keep them coming back. Since most courses don’t have tees short enough for the beginning woman (or man for that matter), it is difficult for mom to hit the shot that will bring her back.
- Expensive. In most families, mom manages the checkbook and sacrifices to ensure that her family is fed, clothed, and well-educated. Where does golf fit into that picture? The answer for mom is that it doesn’t. She will make sure that dad has opportunity to play with the children before taking up the sport herself.
- Long. There is an old saying that “Man’s work is from sun to sun, woman’s work is never done.” Mom frequently is the one responsible for getting dinner ready, doing the wash, cleaning the bathrooms, getting kids to/from after school activities, in addition to a full-time job. Most mothers I know that tell me that if they have a free minute, they’d rather relax with a good book.
We’ve also done several surveys and each one has come up with similar answers, but there are several other answers I often hear:
- Effective. Women want to make sure that they are doing it right. More than men or children, women tell us that they fully understand the need to learn and practice correctly. They see absolutely no need to waste time learning and practicing incorrectly. Moms will ask and, most importantly, follow directions.
- Efficient. responders have told me that they need for any activity to solve multiple needs at one time. What other values can golf provide? Exercise? Fresh air? These can be done with a walk around the block. What about social networking? Now moms begin to sit up and take notice. Couple in a guest speaker on various topics with instruction or nine holes and you begin to get the picture.
- Flexible. Since they are juggling lots of other activities for themselves and the family, moms often don’t have 4-6 hours to play 18 or even 2-3 hours for a quick nine holes. Moms also need tee times that are available when they are.
- Focused. Moms tell me that they don’t like to be distracted with others activities or watched when they don’t yet know what they’re doing. Women, a lot more than men, are aware of their surroundings.
My surveys aren’t scientific by any stretch, but they’re accurate enough to tell me that if I’m going to attract moms, I must drastically change the way I offer instruction, practice, and playing opportunities to them.
The question shouldn’t be when will moms get in the game, but rather when will the golf industry get with the times. I’m getting changing the way that I help beginners get in the game. Let me know what you think. I want to help.
