The National Golf Participation Report is a joint venture between Golf Australia and Golf Management Australia. It was released in May 2015.
1. Membership declines slowed to just 0.7% in 2014 yet recorded competition rounds in GolfLink were up by 7.2%!
In 2014, Queensland had a rise in competition rounds of 29.8% in Jan- Mar and 15% in April to June. This statistically significant rises were due to lower than normal participation in 2013 due to severe storms and flooding that occurred in the south east of the state. Localised weather aside, in all states, rounds were up for the year in 2014. On average members are playing more golf. There may be many reason for this. The age group that has increased member numbers over the last five years, despite the national decline, is the 65 and over group. These people are fitter than ever and have more time for golf. As well golfers are likely to reflect society in seeking more value for their money. If they are going to pay for a service, they expect they will use it. If they are not going to use it, are less likely to pay for it.
2. There are 230 Social Golf Clubs in Australia
These are registered clubs with members who pay affiliation fees that are either aligned with an existing course or that book to play at various courses. Engaging with these people is important as many of them are on the brink of upgrading to a private golf club membership.
Golf Australia’s association with Qantas Golf Club sees the potential in greater connection with these golfers. Qantas Golf Club has already grown to 34,000 members. Some of these will already be club members seeking benefits of the Qantas Golf Club however interestingly, most are an opportunity to seek higher involvement in golf. Surveys reveal that 59% don’t yet have a handicap.
3. Membership attrition (members who left) reflects the size of clubs
Clubs with less than 250 members had an attrition rate of 20.5% whereas Clubs with 1000+ members had a rate of 6.5%. The average amongst metropolitan clubs is 10.7% and in regional clubs is 13.8%.
Analysis of 150+ Club Health Check reports nationally found that 33% of clubs don’t find out why their members left and 39% said they only sometimes find out. This is one of the keys to addressing attrition – understanding why people are leaving and coming up with strategies to prevent this.
4. 42% of new male members were aged 25 to 44, whereas only 17% of were female.
Of males joining clubs, it’s great to see the proportion who are young to middle aged. In fact it’s fantastic! We know it’s a great game for females too so why aren’t they getting involved?
Research for Golf Australiafound that 1.3 million (15% of women) Australian Women would consider participating in golf in the next 12 months; and 512,000 are motivated to participate. Of females likely to participate in golf in the next 12 months, 55% are aged 16-39 years! Women want social and health benefits primarily and this is the basis behind the Swing Fit program that targets the 18-39 age group. For more details: golf.org.au/swingfit
This research also suggests clubs have an opportunity to develop family memberships whereby the wife can join the club.
Idea: If 42% of new male members are aged 25-44, why not invite the girlfriends and spouses along to a Swing Fit program.
5. There is a golf membership sweet spot for families
Looking beyond the Junior age groups of Under 18 and 18-24, the profile of new members is very interesting. The percentage of men joining is very strongly from age 25 to 54. With age, they drop away. Or, you could say that the vast majority of men who are most keen on golf have already joined by age 55.
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In the women’s, until the age of 45+ the rates of joining are very low.
What does this tell us? Well, amongst other things, there is a sweet spot for Males and Females to join at age 45 – 54. It’s a great age grouping to promote a family membership to. Not only are the joining rates strong but these couples are likely to have kids in pre-teen and teen years that could boost junior numbers.
How unusual!
It’s no surprise that as per the chart below, new members (total of male and female), are younger than the average club member. We join the club, stay and we age. But what is interesting is the consistency across four age groups at 19% each.
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Oh, and golfers are younger in the Territory
To play golf in The Territory heat can be pretty hot at times. This may explain what the average golfer in the Northern Territory is 7.5 years younger than the national average.
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If you’d like to look at the National Participation Report you can find it at: http://clubsupport.golf.org.au/research