It’s not like the golf industry is dying, but it certainly isn’t growing like the Republican debate schedule is growing. Let’s face facts, the golf industry in the 1980s, 1990s and early 2000s was booming…I’m talking gangbusters…and now, well, it’s not as “boomy” or “gangbustery” as it once was. There are a myriad of different reasons why this slowdown has come to be: the economy, younger generations’ work habits and lifestyles and changing family and personal values, just to name a few.
While the number of total golfers in the United States hasn’t completely fallen off the deep end, which we’ll call “Lehman Brothers,” we are a long way from the top of the mountain, which we’ll call “Google before its inevitable antitrust lawsuit.” The good news is that golfers haven’t been jumping ship all at once, like Jay Leno’s fans did when he moved to 10:00 pm. Still, it is a scary sight to see a ton of growth (as golf has recently seen) and then witness everything just stop growing (like my seventh grade science project). Yes, the number of golfers in the U.S. has flat-lined. Like I said: the golf industry isn't completely dying, so we do not qualify for one of those fancy TARP-bailout-thingamajigs…too soon? So, what are we industry professionals supposed to do about it?
Well, lucky for us the golf industry has a plan and I can help! How do I fit in, you ask? Well, as it happens, I am a PGA Professional and The PGA of America has about 26,999 more of me to help spearhead a new strategic initiative called Golf 2.0. As PGA President Allen Wronowski said yesterday during his inaugural fireside chat: 2.0 isn’t a revolution, it’s an evolution. Just think of Golf 2.0 as an operating system update. What does an OS update do? Typically, if offers fixes to problems or provides end users with more benefits and value; that’s exactly what Golf 2.0 will be doing. In short, 2.0 plans to increase the number of golfers in the U.S. from today’s 26 million to 40 million by the year 2020.
During today’s PGA Fall Conference of Leaders in Port St. Lucie, Florida, The PGA of America’s Officers, Staff, Directors and other industry professionals started to explain 2.0 to the 300+ delegates who attended the session, as well as to those PGA Members watching live on PGALinks. I was fortunate enough to be able to tune in for some of the discussions today and I really liked what I heard. Not only does The PGA seem to have a clear and relatively simple plan to help reach their goals, but they have a dedicated base to help enact the plan. What does that mean? A dedicated base?
Firstly, The PGA of America has 27,000 men and women golf professionals to help enact this movement, which will essentially be grassroots. Secondly, I don’t believe I heard one negative remark about the program uttered today during the broadcast. Now it’s not like it’s normal for delegates to moan and complain about new programs and strategies employed by the Association, but it wouldn’t officially be politicking without some resistance. It’s rare to see (or at least appear to have seen) nearly everyone in agreement. Not only did everyone seem to be on board with the 2.0 premise, but everyone seemed to be excited about it too. I am almost as far north as Florida is south, and I could feel the energy in that conference room…of course, that might have a little to do with me being a golf nerd.
Fundamentally, Golf 2.0 begins in education; not PGA Professionals educating students and beginning golfers, but rather, it starts with PGA Professionals educating PGA Professionals. 2.0 will provide lots of educational and training opportunities for PGA Members, especially those looking to earn their PGA Certification, a process which will be revamped under this new initiative. 2.0 will help PGA Members think differently and manage their facilities and businesses in creative ways in order to drive change, encourage new players to pick up the game and lapsed golfers to start playing the game again. In that same regard, 2.0 may seem like it will focus on just beginners, but in reality, the program ensures PGA Professionals retain and strengthen their current customer base.
I for one, am very excited about Golf 2.0 and its potential and cannot wait to get started. 40 million people are a ton of customers but as a PGA Professional, my mission is to grow the game…bring it on!**
If you’re a PGA Professional and want to learn more about Golf 2.0, please visit www.golf20.net.
**It’s my blog and I’ll use cliches when I want to.
golftodaywithmattfrey-blog posted this