Players 1st Study: Women golfers rate atmosphere highly

by Morten Bisgaard

June 4 marks the annual celebration of Women’s Golf Day, and for the fourth year in a row, women all over the world will join in the celebration. Over the past three years, the international event has spanned more than 50 countries, 900 venues and 50,000 women golfers.

This year is expected to be the biggest single-day women’s golf event ever — a clear indication that the number of women golfers is growing.

According to the National Golf Foundation, 23 percent of all golfers in America are now women, and new research suggests that the golf courses itself is the most influencing factor on women member satisfaction — but also the atmosphere plays a highly important role. This marks a clear opportunity for golf clubs to deliver value beyond the standard Tuesday morning roll up and annual ladies day competitions.

The research is from an ongoing study based on data from Players 1st, the leading global player experience management platform which holds more than 1.5 million survey responses.

The study shows that women golfers rate the atmosphere of U.S. golf clubs highly. In fact, it’s the highest rated factor in terms of membership satisfaction, rating higher than the likes of courses, practice facilities, and restaurants.

Compared to a similar study also performed by Players 1st in England, American women are generally less critical of the atmosphere and club. Some of the key takeaways from the English responses mark room for improvement on especially the atmosphere, which for English women golfers is the number one driver when talking about their overall membership satisfaction. Furthermore, the management is rated quite poorly, with more than a fourth of all women golfers cited as not likely to be a member of their current club in two years is due to dissatisfaction with the board.

One thing the two golfing superpowers have in common, though, is that women are significantly less satisfied with the number of social events compared to men, and the golf clubs in both the U.S. and U.K. have untapped potential within the social aspects of golf. This is a gap and an opportunity for golf clubs to align with their female members and create an even better atmosphere, which again is one of the main drivers for satisfied members.

This survey is based on Players 1st data from more than 3,000 female survey responses collected from January to May 2019.

Morten Bisgaard is founder and CEO of Players 1st, the leading global player experience management platform.

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