The Pellucid Perspective - November 2011 - (Page 7)

INDUSTRY HEALTH Does industry health need health? By Harvey Silverman ook around at most golf courses today and you’ll notice the obvious – more golf is being played by people 50 and over than ever before. Everyone has different reasons for doing so, but one common theme is that playing golf is a healthy activity. Walking, swinging clubs, being outside practicing a lowimpact activity evenly paced over a period of 2-5 hours makes for good exercise. The PGA includes a health component on its Play Golf America website that is well-structured and informative (http:// www.playgolfamerica.com/index.cfm?action=fitness) with instructions on golf exercises and nutrition that target both adults and kids. The PGA Golf 2.0 presentation includes one mention of health and wellness as a “consumer megatrend” that has implications for growth of the game. But nowhere is it stated, loud and clear, that golfers live longer. It’s been proven. Isn’t that a message that should prevail over all others? A study was published in 2008 by the Karolinska Institutet in Sweden, from an article in the 2008 Scandinavian Journal of Medicine & Science in Sport, the purpose of which was to analyze the mortality rates of Swedish golfers compared to the general population. The study followed over 300,000 Swedish golfers identified through the Swedish Golf Federation registry, which nearly every Swedish golfer belongs to. This registry uses the unique 10-digit personal registration number for identification of individuals (similar to our Social Security number), and is ubiquitous in other Swedish databases that were used for matching in the study. The results of the study showed that Swedish golfers have mortality rates that are about 60% lower than those in the general population after adjustments for socioeconomic status. Put another way, the 40% reduction in mortality rate corresponds to an increase in life expectancy of about FIVE YEARS. This was true for both sexes and in all age groups. The reduction was stronger in the blue-collar socioeconomic class; and lowest in those with lower handicaps, which suggests that the level of intensity of the better golfers’ games plays a role in the reduced mortality. The study does state that there are factors that make it impossible to say with absolute certainty that the reduced mortality observed was due to playing golf. It’s possible that playing golf is associated with a lifestyle that results in reduced mortality, such as being involved in other recreational or fitness-related activities, not smoking, eating healthy, etc. But the scientists believe that the socioeconomic adjustments made in the study address this to some extent. Also, there could be some genetic factor why a person decides to take up golf and that this same genetic factor affects lifespan. Wouldn’t that be an interesting study? Maybe Ponce de Leon was on to something, searching for the Fountain of Youth where we now have more golf courses than anywhere else. Should the industry adopt mottos like “Play Golf, Live Lonwww.PellucidcorP.com L ger”, “Get Better, Live Longer”, or “Live Golf or Die” (borrowing from the New Hampshire state motto)? Would any of these mottos, along with well-designed marketing programs, make a difference? Considering that programs like Get Golf Ready have not seemed to have moved the needle much, why not make a stronger appeal to the Golf 2.0-recognized consumer megatrend of health and wellness? Taking this down to the individual golf course level, where any successful program must take root and grow, can we excite and invite new golfers or motivate existing golfers to use golf as a way to live longer and healthier with programs like: • A walking club with two levels, nine-hole and 18-hole. Have members track their steps and post them to measure progress and earn rewards for reaching certain levels. Smartphone apps are available that can track steps, caloric burn, even tracing the path taken to navigate the course. • Host health-related events that include a walking-only tournament with scoring related to both strokes and steps, and sponsors who provide health-related material and products in a (See Industry Health on page 14) CONDITIONED FOR SUCCESS. The golf landscape in America has changed. In a market overcrowded with golf courses and little prospect for demand to grow significantly, today’s course owners and operators are experiencing extreme competitive pressure in nearly every aspect of their business. Never before has there been more reason to work smarter and more efficiently—or more reason to partner with ValleyCrest Golf Course Maintenance. As the national leader in golf course maintenance contracting, we’re a trusted steward of all manner of golf properties throughout America. 24151 Ventura Boulevard Calabasas, CA 91302 (888) 406-GOLF www.valleycrest.com Comprehensive Golf Course Maintenance The Pellucid PersPecTive 7 http://www.playgolfamerica.com/index.cfm?action=fitness http://www.playgolfamerica.com/index.cfm?action=fitness http://www.valleycrest.com http://www.valleycrest.com http://WWW.PELLUCIDCORP.COM

Table of Contents for the Digital Edition of The Pellucid Perspective - November 2011

The Pellucid Perspective
“Know your customers”: PGA sending members into battle unarmed
They’re stealing your money
Does industry health need health?
Golf seeking keys to tap growing Hispanic market
October weather impact: No favors from Mother Nature
San Diego, CA Core Business Statistical Area (CBSA)
Comings & goings
Williams’ slur boomerangs in Tiger’s favor

The Pellucid Perspective - November 2011