Recently
I wrote an article that was published in The Golf Business - UK edition. The title of the article was "Research
and Rescue" and the focus of the article was on increasing inclusion of
women in the golf industry. Here is the
link: http://www.thegolfbusiness.co.uk/2018/02/how-research-will-get-more-women-playing-golf-at-your-club/
In the
article, I raised the concern that I didn't think the right research questions
were being asked, and the right people or disciplines were not participating in
finding the answers to research questions.
I said that I didn't think that the stagnant growth of the game in the
women's market was solely due to simple marketing issues, and research that is
needed cannot all be performed by simply doing a survey. I'd like to explain what I think the
"right research questions" are, what research I think needs to be
done, and who I think the "right people" are that should be delving
into the issues that perpetually have been barriers to growing participation
rates of women golfers.
The
first step in performing any research is identifying what research questions
need to be asked. Although I have some
thoughts on what questions need to be asked and answered, truly finding the
right people to formulate the right questions will require assembly of a focus
group of persons from the many different disciplines that directly and
tangentially impact the game of golf. The following list is not exhaustive, but
a focus group to formulate questions should include at a minimum: sociologists,
millennials, recreational as well as professional golfers, male and female golf
pros, golf course superintendents, golf course architects, R & D personnel
from equipment companies, equipment distribution and salespersons, golf course
owners, food and beverage personnel, fitness and health professionals,
clubhouse architects and interior designers, social psychologists, sports and
environmental psychologists, teaching pros, coaches, male and female senior
golfers, economists, cultural trend experts, bio-mechanics professionals,
etc.
Additionally, there should be some recognition that different types of research are needed, ranging from surveys to demographic and sociology studies, and metric studies on hitting distances and analysis of swing bio-mechanics under different golf course maintenance regimes. The USGA and GCSAA both carry out environmental and turf research, however, studies on gender bias in design, maintenance practices, amenities and rest stations on the golf course also need to be carried out.
Just as
surely as turf quality affects the game, so is the game impacted by the
architecture of the golf course, the design and function of equipment, sales,
distribution and merchandising practices, club fitting, cultural trends,
economic trends, marketing messages, millennial behaviors, inclusivity and
diversity trends, leadership in golf's governing bodies, PGA/LPGA teaching pro
practices, customer service, and of course, the research (or lack of it).
The
research questions that need to be asked need to be formulated by professionals
in the aforementioned fields of influence and backed by reputable governing
bodies and associations. Since cost,
difficulty of the game, and time are all factors that have been identified
as barriers to growing the game, these issues provide a good framework for
discussion about research.
DIFFICULTY
Course
Design that Doesn't Fit the Women's Game Makes the Game More Difficult for
Women
What
makes the game difficult for women? Are
there issues that selectively effect women more than men? What elements on a golf course (from a design
perspective) make the game too difficult or conversely, too easy and boring for
women? Are there design moves that neglect or discount the needs of women
golfers? As an architect, I can give
some ideas and maybe even as a woman, I can give some potential answers.
Golf course architects can make the
golf course more or less difficult in ways non-architects might not imagine
with simple grading alterations, angle or distance adjustments, hazard design,
or green slope and approach adjustments.
So maybe architects should
formulate research questions about how course design can and does make the game
more difficult for shorter hitters.
Silence in discussions about the gender bias in design of the golf
course won't help the growth of the game, particularly if a certain design
style prevents women from enjoying the game in the same way as men. It must be recognized that some of the shot
characteristics of women and seniors make the game more difficult because of
how the shot shape and golf ball trajectory interfaces with the designed
landforms and landing areas of the golf course.
Architects, club fitters, PGA/LPGA teaching pros and others who have
done work on shot characteristics and swing speeds may be able to help to
formulate research questions about ball flight/rollout and its impact on
difficulty of the game for the shorter hitter.
Substandard Equipment For Women Makes the Game More Difficult
Another
factor that surely makes the game more difficult for women, seniors, juniors,
and differently-abled persons is mediocre equipment. My article in Golf
Business (UK version) touched on inadequacies in equipment design, quality,
availability and choice for women. Just
like asking the "right" questions about course design would be
beneficial, there are surely research questions that the equipment researchers,
designers and manufacturers would be able to formulate and answer that others
certainly would not.
We
assume the manufacturers have special insight into the physics and bio-mechanics
of the golf swing and develop their equipment accordingly, however, to what
demographic do they devote most of their R&D? Most in the industry have heard discussions
about changes in equipment and the golf ball, and how these changes effect
distance for those with high swing speeds, but what about equipment for the
shorter hitter? Just as surely as a
trampoline driver face can assist the golfer with a high swing speed, there
must be technology to make the game just as fun for an individual with a low
swing speed. It is possibly time for the
weight, size, and dimpling on the golf ball to be considered? Individuals with knowledge may have to help
formulate the right research questions since the manufacturers might consider
the information to be proprietary.
Lack
of Availability and Choice of Equipment Makes the Game More Difficult For Women
Another
issue to examine is a possible breakdown in the supply chain that makes
properly designed and properly fit equipment available to women. Asking the right questions to find out why
women don't get fit for equipment as often as men, or why supply and
choice of quality equipment for women is limited compared to men is necessary
in order to understand the issues. If a
research study were done that counted the number of different shoe styles
available to male golfers versus female golfers, or the number of stock golf
club sets on display for male golfers versus club sets for female golfers,
there would surely be a tremendous disparity.
Taking that study one step further to drill down on why this situation
exists would bring us closer to revealing the root causes of gender inequity in
the golf industry. Since women make a
gross majority of familial purchasing decisions, the claim that economics drive
the supply doesn't hold water.
The
idea that women don't buy or spend money on quality product is an overblown
excuse and simply incorrect. I would actually propose that women are discerning
buyers and don't like to buy cheap substandard products and that higher quality
products would be more popular. Until
the trivialized gender inequities related to equipment quality and availability
are addressed, this barrier to growing the game will persist.
If you
don't believe there is a gender bias in the manufacture and availability of
quality products (and customer service), just go purchase a men's suit.... then
try to find a quality women's business suit in nearly any store, anywhere....
unless it is custom-made forget about quality or customer service or tailoring
except in only the very high-end stores.
The difference in customer service and product quality is truly
shocking. The inequities are similar
when looking for quality golf products for women. In this realm, I don't have a lot of
"right questions," but the professionals in this area of expertise
would likely have some good ones. As
many have been recently recognizing, there is unmet latent demand for women's
golf products and welcome participation, and only by studying the causative
issues can we begin to formulate solutions.
COST
Another
aspect that has been identified as slowing growth and participation in the
sport is cost. This may be an issue that
can selectively effect women more than men, since the average woman only makes
77% as much as the average man. Seniors get a discount because they are on a
fixed budget, so maybe women should get a discount. Or maybe it is not cost effective for a
mother earning 77% as much as men to pay for 4 hours of childcare plus the cost
of a round of golf. I know it may sound
like I am contradicting my earlier thoughts about familial budget and spending,
but the only way to understand the issue is to formulate the right research
questions and look for answers. Asking
the right questions might lead us to answers like on-site child care or better
yet, a weekly junior golf program while the mothers (and some fathers) play
golf. This would provide a training
ground for the next generation of golfers and create an atmosphere where the
entire family has a common leisure activity. The right people to formulate cost
questions might be entertainment and leisure market specialists, sociologists,
economists, or novel idea: how about
women golf patrons themselves and/or seniors on a fixed budget?
TIME
Finally,
what experts would be the "right" ones to formulate good questions
about how people spend their time?
Sociologists, demographers, economists, entertainment and recreation
professionals come to mind. These
professionals might be able to formulate questions to find out if it would be
beneficial to have convenience services at the golf club, like a dry-cleaning
drop off, car wash service, postal box, exercise gym, child care, internet and
office services, convenience products and dog food, coffee shop, or
takeout/home foods for the family.
Finally,
as families and individuals are more and more stressed and pressed for time,
what does the sport of golf provide as a counterbalance? I am not a time-study professional, but I do
know golf is a good stress reliever that can provide meditative moments of
quiet respite. It is also a good source
of fitness, vitamin D from the sun, and socialization, all factors found to be
beneficial to health. In this regard,
health professionals, psychologists, and therapists might be the right persons
to formulate research questions.
WHO IS RESPONSIBLE?
Why the governing bodies of the sport have been slow set a
clear vision and strategic plan for a gender-inclusive future for the game is a
complicated question. There are so many
different golf associations, societies, and institutions that is it hard to
keep track, but it would seem that the USGA and R&A are the definitive
leaders. Both governing bodies have made
some significant steps forward in recent years, but this push needs to continue
without backing off. Major positive
change is on the horizon, and research can help to define the future. In summary, asking the right people to
formulate the right research questions might help to formulate effective
strategic plans for economic success, inclusiveness, and a brighter future for
the game. We are closer now than ever
before to throwing open the clubhouse door for women!
