Latest News

Back to Latest News back

 

Ground breaking research points to positive future for Australian golf industry

Ground breaking research points to positive future for Australian golf industry
July 11, 2016

The most in-depth analysis of the Australian golf industry undertaken in the last decade shows that 2.1 million Australians picked up a golf club to practice or play some form of the game in the last 12 months, including 1.15 million people who have played a round.

Undertaken by the Australian Golf Industry Council (AGIC), the research also found that one third of current players have participated in a golf lesson or clinic and that the most common way people start playing golf is via a friend or partner introducing them to the game

AGIC’s research project, the most complete analysis of the Australian golf industry since 2005, surveyed males and females aged 18 and above across metropolitan and rural areas.

Providing fresh insight into the golf landscape in Australia, the data collected will enable the golf industry to understand and engage current and potential participants in order to grow participation and ensure the continued relevance of the sport to future generations.

Commenting on the results, Brian Thorburn, Chief Executive of the PGA of Australia and Chairman of the AGIC, explained “an important project for every stakeholder in the Australian golf industry, the AGIC commissioned this research so that it could be shared with everyone for the benefit of the game.

“The research identifies the key changes in the golf industry as well as emerging consumer demands, which will allow the golf industry to capitalise on a range of opportunities.”

Another key part of the research was a segmentation analysis across current and potential golfers.

The research identified six main consumer segments: ‘Golf Traditionalists’, ‘Variety Seekers’, ‘The Incidentals’ and ‘The Alternates’ made up the current players, while ‘Get Me Started’ and the ‘Health and Fitness Crew’ were identified as the key segments among potential golfers.

Golf Traditionalists and the Variety Seekers lead the way as the top financial contributors to the golf industry, while the Get Me Started segment offers the biggest opportunity among potential golfers. Two thirds of people in this segment have been to a course, driving range or into a golf shop in the past 12 months and they have the strongest interest in the game among those who don’t currently play.

After assessing this important research the AGIC has established five key themes that are shaping the next steps for the golf industry.

• Leadership: From this point forward golf’s participation strategy, planning and program management will have strong leadership from the National Sporting Organisation (Golf Australia), with clear ownership and dedicated resources to enable the sport to step up to the challenge.

• Focus: The limited investment available requires the sport to be crystal clear about its participation objectives in order to establish its next move; these objectives will therefore be clearly aligned with golf’s overall strategic and marketing objectives and will underpin the sport’s next participation plan.

• Enabling success: The enablers of success highlighted in the report remain critically important. They must be tackled or they will significantly hinder the sport’s efforts in the participation area. As such, planning and delivering programs of work to address them will be high on the agenda. For example, helping the wider golf community to understand the challenge the sport is facing and how it will need to evolve in order to flourish.

• Building on what we have: Any ideas and/or programs of work commissioned to capitalise on the priority opportunities will ‘seek first to understand’, building upon the best existing initiatives, programs and marketing - for example, Swing Fit in the health and fitness area and the best introductory programs in each state.

• Supporting clubs and facilities: Flexible membership models currently seem poorly understood but will be integral to the commercial success of clubs and facilities. As such, as part of a continued commitment to building capability and supporting clubs and facilities with their business models, we will work towards providing great tools, training and coaching.

With this research providing a knowledge base and benchmarks against which to measure progress, it was clearly essential to the health of the Australian golf industry that it was completed.

Thorbun added “thanks to this ground breaking research report, conducted by Repucom, our sport is in a much stronger position and will be able to make evidence-based decisions.

“It’s been great to see the industry working so closely together on this project. Strong alignment and the insights we now have provide a wonderful foundation to grow the game in a collaborative way.”

Established in 2006, the AGIC brings together representatives from the major Golf Industry bodies and works as one to promote golf and industry wide initiatives.

Members of the AGIC include the Australian Golf Course Superintendents Association, Australian Ladies Professional Golf, Australian Sporting Goods Association, Golf Australia, Golf Management Australia, PGA of Australia and the Society of Australian Golf Course Architects.

To view a summary of the report go to www.agic.org.au.

Image: The National Golf Club on Victoria's Mornington Peninsula (top) and Brian Thorburn (below).

6th July 2016 - DECLINE IN GOLF CLUB MEMBERSHIPS SLOWS

4th July 2016 - VILLAGE ROADSHOW TO INTRODUCE TOPGOLF CONCEPT AS PART OF REVITALISATION OF ATTRACTIONS

15th June 2016 - NEW BODY TO REPRESENT PUBLIC GOLF FACILITIES

31st May 2016 - FUTURE OF GOLF PARTICIPATION BASED ON FAN ENGAGEMENT

8th May 2016 - DELEGATE REGISTRATIONS OPEN FOR GOLF BUSINESS FORUM 2016

21st December 2015 - REPUCOM WORLD GOLF REPORT HIGHLIGHTS PARTICIPATION CHALLENGES AND INTERNATIONAL GROWTH

8th August 2015 - GOLF BODIES REPORT RISE IN AUSTRALIAN PARTICIPATION


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

METRA Australia

METRA Australia is your innovation partner for smart electronic locking, Access Control solutions and cashless payment systems to suit all types of leisure facilities.  Our team’s…

read more

Aquatics / Attractions / Fitness / Recreation / Security

 
 

REGUPOL

Regupol Australia Pty Ltd offers a comprehensive range of recycled rubber fitness and leisure flooring surfaces. Their range of products include everroll rubber flooring, Regupol elastic…

read more

Fitness / Recreation / Safety / Surfaces

 
 

SUNBATHER

Solar Pool Heating & Swimming Pool Covers since 1974. Sunbather offer an Australian made product which undergoes continual development to enable you to trust in the Sunbather brand. We deliver a…

read more

Aquatics / Venues

 
 

NOVOFIT

NovoFit is an exciting and dynamic new company born from two of Australia’s leading commercial fitness equipment suppliers. NovoFit combines over 45 years of industry expertise, delivering state…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 

BODY BIKE AUSTRALIA

BODY BIKE® International is a leading manufacturer of indoor bikes with a 20-year track record of creating the best indoor bikes. Stay connected with Body Bike Australia…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 

revolutioniseSPORT

revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Recreation / Sport / Technology

 
 

Altitude Training Systems

Also at 3 Squill Place, Arndell Park NSW 2148 ATS are global leaders in altitude training and research. From mask systems and inflatable tents to simulated altitude facilities, we help…

read more

Fitness / Sport / Technology

 
 

Rae-Line

Sports Padding At Rae-Line we manufacture high quality sports padding, gym mats, foam mats and protective padding, suitable for a range of different facilities. Our sports padding is…

read more

Attractions / Fitness / Recreation / Safety / Sport

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business