Nancy Berkley "My mission is simple: To grow the number of women and girls that learn and play golf and to reduce the barriers that impede that growth. An increase in the number of female golfers is of course good for women, but it is also key for the industry that supplies the courses, golf resorts, products, services and instructors that sustain the game.
As founder and President of Berkley Consulting, I provide guidance and marketing assistance to businesses and professionals that target women golfers. Analyzing industry and broad-market data, I have accurately predicted trends in the female golf market.
The total number of women golfers remains flat at around 23% of all adult golfers in the U.S. but that does not mean that revenues from female golfers must also remain flat. In fact, the latest statistics released by the National Golf Foundation indicate that women are spending more on the game than previously. Often times, in just one conversation with professionals or a visit to a golf facility, I am able to suggest simple changes in marketing tactics that result in immediate participation and revenue improvements.
For more information about the services of Berkley Consulting and my background, see About Nancy tab.
(Please note spelling is "Berkley" -- no extra "e" as in "Berkeley.")
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Nancy will be speaking at the Poppy Ridge Golf Course in Livermore, California on Tuesday, June 3, 2008 at the Third Annual Business Golf for Women Conference. For a copy of the speech, see Poppy Ridge on left tab.
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GOLFER GIRL MAGAZINE -- is "The Only Magazine for Girls Who Love to Play Golf".
SPECIAL OFFER FOR GOLF PROFESSIONALS. 25 COMPLIMENTARY COPIES OF THE MAGAZINE FOR A $10 SHIPPING FEE. GO TO http://www.golfergirlmagazine.com/. I am Chair of the Advisory Board of the magazine along with Suzy Whaley, PGA and LPGA Professional and Karen Moraghan, a leading PR specialist in the golf industry. See www.golfergirlmagazine.com. Every issue contains a "Careers in Golf" interview where I interview a woman who played golf seriusly as a junior and now uses golf in some other career -- other than golf professional or tour player. So far, we have featured a landscape architect, a golf clothes designer, a golf magazine editor and this latest issue contains an interview with Eunice Cho, the founder of Bonjoc Ball Markers. For junior golfers see: Careers in Golf: An Insiders Guide published by the National Golf Association at http://www.ngf.org.
So how big is the junior girls market? It depends on how you figure and how grand your reach. Here are some statistics that are based on indusry surveys from the National Golf Foundation: There are about: 180,000 girls ages 12-17 play golf seriously -- who play at least 8 rounds and compete. But there are about 1.4 million girls between the ages of 5 and 17 who play golf or "try" golf at some level --even if just a practice range. That's the upside potential market. PLUS another half-million or so girls who have "never-ever" played and report that they would like to learn.
LOOKIING FOR A SPECIAL FATHER'S DAY GIFT -- ONE THAT WORKS FOR DAUGHTERS, TOO? SEE MY SUGGESTIONS. REALLY TWO GIFTS. ONE FOR DAD AND ONE FOR THE YOUNG GOLFER IN HIS LIFE. See www.cybergolf.com on the women's section.
Why Teach Golf to Kids? by Nancy Berkley I remember the day very clearly. It was Mother’s Day 1995. My daughter, Alison, was twenty-five and attending Harvard Business School. I was at Harvard also at an executive business program. I suggested celebrating Mothers Day together with a round of golf on a new public course, the Shaker Hills Golf Club that had just opened about 45 minutes west of Boston. The day was glorious: bright sun and a clear, blue sky. Those four hours over ten years ago remain one of our most memorable Mother's Days. We still talk about it. Alison learned how to play golf when she was about seven. See http://www.cybergolf.com/womensgolf/ for the remainder of the article
About Barbie™ and golf clubs for little girls. In June 2007, Mattel toy company announced: "Sports Source - Sports Source, Inc., the leading manufacturer and distributor of quality golf equipment, and Barbie™ will tee-up to provide innovative golf equipment for little girls featuring sound and light-up features. The girl's junior line includes golf sets for ages 3-5 with a button on the grip of the putter that activates various phrases such as "great shot!" The golf sets for girls ages 5-8 feature a putter that lights-up. Additional products in the Barbie™ golf line include golf ball packs, golf bags, entry level and deluxe all-in-1 sets and more. Mattel has not quite figured out distribution for the Barbie clubs and the newly released Hot Wheels clubs for boys. But Barbie clubs are available now on amazon.com.
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New Statistics about Women Golfers -- Good News and Bad
The National Golf Foundation released the 2006 golf participation numbers. The methodology for the 2006 study is new which means that the numbers are not comparable to previous years. The new study reports that there are 5,466,000 adult women golfers (age 18 or older who report playing at least one round in the last 12 months). That represents 22.8% of the total 23,925,000 adult golfers. The percentage of women golfers has in fact slipped a little. Of course, this is only a measure of "golfers" -- not those who only visit practice ranges or play short courses. Those numbers are hard to come by.
There may be some good news in the NGF report. There are fewer occasional women golfers and more committed ("Core") women golfers who play 8 or more rounds/year. The percentage of female golfers who play just occasionally -- defined as less than 8 rounds a year is declining. In 2006, not quite half (48.%) of adult women golfers report playing less than 8 rounds per year. The prior year, "occasional" female golfers constituted 62% of total female adult golfers. That is significant because the current wisdom in the golf industry is that the more you play the more you spend. If the decline in "occasional" women golfers means that fewer women are coming into the game, then that's not such good news. We know that women come in and out of the game due to family and work time demands, but the industry has not been able to track this well. If the industry knew that the 35-year old young mother who drops out of the game will definitely come back in 10 years when all the kids are in school, the industry might come up with better programs to sustain "occasional" golfers during these time-crunch-periods in their lives. Sustaining occasional golfers is a challenge that the industry should be able to figure out.
Overall, women are not playing more rounds (as a percent of all rounds). Another important measure is the number of rounds that women play. In the 2006 survey, female adult golfers played 18.3% of the total adult rounds. That percentage has been relatively flat over the last few years. It would have been good news if that percentage had increased.
The "average" woman golfer (who plays 8 or more rounds/year) is getting younger. Another finding in the survey relates to age. In the 2006 survey, the average age of female golfers who play 8 to 24 rounds a year is 43. That is significantly younger than in previous years.
WHY DO THESE NUMBERS MATTER? BECAUSE AS LONG AS WOMEN ARE NOT CONSIDERED GOOD CUSTOMERS BECAUSE THERE ARE NOT ENOUGH OF THEM OR THEY DON'T PLAY ENOUGH, THEY WILL NOT EXPERIENCE THE BEST THAT THE INDUSTRY CAN OFFER. FOR AN INTERESTING INSIGHT INTO HOW WOMEN ARE TREATED, SEE AN ARTICLE IN GOLF FOR WOMEN ABOUT THEIR UNDERCOVER WOMEN SHOPPERS. CLICK HERE http://www.golfforwomen.com/gear/tryandbuy/2007/09/tryandbuy2_article_0907www.golfforwomen.com and the mystery
Following are previous statistics. Remember, the methodolgy is different so don't compare this with the 2006 survey results above. See the Statistics page on this website for more numbers.
1998 1999 2000 2001 2002 2003 2004 2005
Total (mm) 25.0 25.2 25.4 25.8 26.2 27.4 27.2 28.0
Men 19.4 20.1 19.8 19.6 20.4 20.8 20.3 21.4
Women 5.6 5.1 5.6 6.2 5.8 6.6 6.9 6.6
Source: National Golf Foundation Golf Industry Report -- www.ngf.org
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Are We Losing the Battle for Female Golfers? (This article created quite a stir -- see http://www.cybergolf.com/womensgolf/ for the entire article)
This is the question Jim Koppenhaver, President and founder of Pellucid Corp asked at his annual conference at the January 2007 PGA Merchandise Show in Orlando last month. Indeed, over the last few years, the total number of women golfers has been flat – stubbornly stuck at about 23% of the total number of adult golfers. Jim's presentations are always constructive and his question is a good one. But, I do have problems with his battle metaphor. For starters, I do not believe that the golf industry views growing women's golf as a "battle". A battle suggests an overall plan with goals, strategy and a real commitment of energy and financial resources. Among golf industry associations, only The First Tee really lives up to the battle metaphor. Joe Louis Barrow stated at Golf 20/20 this past November that he was not satisfied with a 34% female representation in First Tee programs. He wants 45%. I have not heard that battle-cry from any other golf industry association.
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Trends in women's fashion and golf merchandise
Four trends to watch:
1. Better advertising for women golfers
2. More female entrepreneurs designing golf products
3. More women's golf clothes that don't look like golf clothes.
4. More varied fabrics and patterns than ever.
5. More clothes for junior-girl golfers. See www.golfergirlmagazine.com
Click "2007 PGA Show" on side bar.
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7 Simple Rules: How to Advertise to Women?
Rule 1: Include a photo or drawing of a female golfer.
Rule 2: Use the word “women” as many times as possible.
Rule 3: Include beginning and ending time of the program.
Rule 4: Make it clear what skill level is required.
Rule 5: Convey a “social” and “fun” experience.
Rule 6: Provide free rental equipment.
Rule 7: Offer value.
Remember: You can use the Free Help Line to ask Nancy a question about your advertising
Want to know what makes a golf course "Women-Friendly? See BEST PRACTICES tab and an easy to use check list.
