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As a journalist and publisher of a women’s golf magazine and website, I evaluate and write about golf courses with a perspective completely different from that of the major men’s publications. They typically discuss the back tees, the cart girl, and the practice facilities. Meanwhile, I talk about the forward tees, the wine list, and the restroom facilities.
Do women represent at least 20 percent of your golfers? If not, you are failing to capture your fair share of an influential segment of the market. And if you don’t know the answer to that question, create a tracking system to do so. If so, congratulate yourself and see if you can use a few new ideas to raise your numbers even higher.
Why would you want to do that? Women spend more than $5 billion a year in the U.S. golf industry and influence another $21 billion in spending. Ninety-two percent of them pass along information on great shopping deals to friends. They are more likely than men to tell their friends when they have a good experience, or a bad one. And they are more likely to bring their family along to the golf course.