Why Golf Is Not Struggling
With the economy struggling for much of the mid to late 2000’s, many industries and businesses have seen declines across the board. Golf has been no different, although there is a fair amount of pessimistic reporting that the golf industry as a whole is doomed. Sure, golf has seen a steady decline in both the number of players and the rounds played each year, but that does not mean the entire industry in itself has no ability to compete and obtain success.
First, I think it’s important to understand that no business is a quick ride from the bottom to the top. For the last fifty or so years, golf has been steadily growing the number of players, rounds and ultimately revenues created for golf courses, teaching pros and suppliers. At some point, the scale was bound to tip in the opposite direction and create challenges for both golf facilities and their employees. The most important takeaway from all of this: the golf businesses and employees who were ready for this inevitable challenge were ready to manage their way through it and continue on the path to success.
Of course, many were not ready and were forced to lessen the value of their product or close their doors. But this can be a good thing, and here’s why:
- During times of decline in business, the products that are not of good value to customers fade away. This improves the long-term sustainability of good products and furthermore, good employees.
- New areas of potential consumers are sought out and developed throughout the industry. In golf’s case, this can be seen from the increase in women enjoying the game.
- The cycle of industry allows you to improve your current operation, plan new ventures and to ultimately grow.
The outdated, simplistic approach of “If you build it, they will come” can no longer be applied to the golf market or other areas of business. The average consumer sees thousands of advertising and marketing messages daily. If your business is not a part of those messages, they will not create customers. As this number increases in this age of constant communication, so too will the need for aggressive communication. Through this form marketing, your facility can improve its visibility while empowering people of all walks of life to enjoy playing golf.
All in all, business is similar to a food chain in that the bottom tier (value wise) will continue to fall prey to the middle and upper tiers within the industry. This is an opportunity more so than a detriment to achieving success in the golf industry. The good businesses and employees achieve longevity, improve in all aspects and evolve in both their day to day and long-term operations. At Fairways Golf Management, we are excited to be a part of that.
Golf is not going anywhere. The industry is improving, it’s reaching new audiences all over the world and it’s evolving into a new model… and that is good news.
What Fairways Golf Management is Doing
- Currently, Fairways Golf Management is working with five partner courses in Ohio to accomplish the goals of all partner courses and ensure the best customer satisfaction available.
- Fairways Golf Management has built a successful business model for all of its partner courses and is available to do so for other golf facilities as well.
- Through the Fairways Golf Membership, we have enabled many people of all walks of life to play more golf at more courses for less money. The program also offers free weekly lessons from golf professionals, demo days and a number of other perks.
- Fairways Golf Management offers marketing/consulting expertise for other facilities looking to improve their reach and visibility.
Growing the game and the business of the game the way it ought to be grown