The Pellucid Perspective - May 2018 - 4

GOLF INDUSTRY
HEALTH

I guess one could argue, which they do, that we're not having
an attraction problem, we're having a retention challenge which
continues to outpace our ability to coax people into the game.
ing commitment or engagement in the sport by frequency of play.
At Pellucid, we closely follow the shifts in engagement measured
by our frequency groups (Casuals 1-9 rds/yr, Involveds 10-39 rds/
yr or Committeds (40+ rds/yr) reported from the National Sporting Goods Association (NSGA) survey which is our source data
for the consumer base). Prior to '17, the encouraging pattern was
that we were losing golfers predominately in the lower involvement groups but we highlighted in this year's SoI that we're now
seeing "downshifting" in the Committeds group, in part driven
by the latter cohort of the Silent Generation aging out of golf.
(We're assuming that it's due to health and mobility reasons but
don't have that level of granularity in the annual survey). NGF
is going the other way by now classifying Committed golfers as
those who played 1+ round(s) in the past year and "indicate golf
is one of several ways they like to spend their recreational time."
In this new, parallel universe, Committed golfers are 82% of all
golfers and represent 95%+ of spending (in other words, pretty
much everyone).
On the subject of Latent Demand (number of golfers inter-

ested in taking up golf ), they didn't pivot as they continue to beat
the steady drum that interest in golf is at an all-time high. Here
they propose that this figure rose 16% from '16 to '17 which can
then be extrapolated to roughly 1 in 20 non-golfers who expressed being "very interested" in playing golf according to their
annual survey. That number doesn't seem unduly unreasonable
to me but the burning question of latent demand is, "If latent
demand is increasing significantly each year and yet we're losing
golfers, what good is having higher latent demand?" I guess one
could argue, which they do, that we're not having an attraction
problem, we're having a retention challenge which continues to
outpace our ability to coax people into the game. OK, that makes
me feel better... Part of that may be answered by the provided fact
that the Beginning golfer profile (played 1+ rounds in the past
year, first-time ever attempt at golf ) is different than the ongoing
golfer base in that it's more female, more young adults and more
non-Caucasian. So we attract this different mix of folks, they
come out and play and don't see themselves on the course and fall
away. That's both a challenge and an opportunity.

Real world challenges.
Real world answers from the leader
in club management.

As a division of Troon,® True Club Solutions is
the only club advisory firm that draws from
decades of experience in the day-to-day
management of over 200 facilities around the
globe. Once tasked with a challenge, we tap
into the depth and breadth of expertise of our
nearly 12,000 corporate and field associates
to produce an unparalleled product for our
clients that delivers proven results.
S C O T T S D A L E , A Z | W W W.T R U E C L U B S O L U T I O N S . C O M | 8 8 8 . 8 27. 9775

(see TopGolf on page 5)
Revised_Final_TCS_7x5.indd 1

4 The Pellucid PersPecTive

1/26/17 1:17 PM

May 2018


http://www.trueclubsolutions.com

Table of Contents for the Digital Edition of The Pellucid Perspective - May 2018

TOC
NGF 2017 industry report released: facts served “sunnyside up”
Baylands Golf Links a win-win-win proposition times two?
Club manufacturer service frustrates green grass customer
April golf weather impact: A sea of red but March utilization hits 60%
Detroit fortunes looking up; golf market to follow?
It is, after all, all about the money
The Pellucid Perspective - May 2018 - TOC
The Pellucid Perspective - May 2018 - NGF 2017 industry report released: facts served “sunnyside up”
The Pellucid Perspective - May 2018 - 3
The Pellucid Perspective - May 2018 - 4
The Pellucid Perspective - May 2018 - 5
The Pellucid Perspective - May 2018 - Baylands Golf Links a win-win-win proposition times two?
The Pellucid Perspective - May 2018 - 7
The Pellucid Perspective - May 2018 - Club manufacturer service frustrates green grass customer
The Pellucid Perspective - May 2018 - 9
The Pellucid Perspective - May 2018 - April golf weather impact: A sea of red but March utilization hits 60%
The Pellucid Perspective - May 2018 - 11
The Pellucid Perspective - May 2018 - 12
The Pellucid Perspective - May 2018 - Detroit fortunes looking up; golf market to follow?
The Pellucid Perspective - May 2018 - 14
The Pellucid Perspective - May 2018 - 15
The Pellucid Perspective - May 2018 - It is, after all, all about the money
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