Women s & Girls Recruitment for Kent Delegates Meeting. October 2018

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Hector Carroll
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1 Women s & Girls Recruitment for Kent Delegates Meeting October 2018

Overview of Presentation Female participation represents 17% and female membership accounts for 15% therefore demonstrating the largest potential growth area for the game.

2 Overview of Presentation Female participation represents 17% and female membership accounts for 15% therefore demonstrating the largest potential growth area for the game. England Golf target is to achieve 20% participation by Get into Golf programme successfully recruited 41% of females More work was needed with clubs to implement a pathway to membership

3 Key Learnings for clubs to support female recruitment Key messages to promote to encourage women to play: You will make friends There is a great sense of support and comradery The club and the pro are very welcoming The scenery you will learn in is beautiful You will get great exercise in the fresh air There is no need to feel intimidated or embarrassed we are in this together How to get women hooked on golf Ensure the lesson structure provides a fun introduction and social time but gives women the building blocks to progress Keep it fun light-hearted and enjoyable!

5 Key Learnings for Clubs Key elements to encourage regular participation, clubs need to consider the following: Offer a social element (Cake, coffee, tea and /or prosecco) Have a clear progression pathway that builds confidence Consider flexible timings (midweek, evenings and weekends) Offer different playing opportunities to fit around different lifestyles and maintain interest Provide shorter formats and promote them to enable time pressed women to play out on the course Have a lead person who can take charge of communicating with the new women and arrange regular meet ups via social media Offer buddy programmes to ensure women become fully integrated into their chosen club Top Tip Keep your current membership informed at all points of implementing a new beginners scheme so they are bought into the process and understand why you are recruiting new members and to support integration

6 Common concerns many women experience before starting Clothes What is the best thing to wear? Will my gym clothes be okay? I don t have to have golf shoes what do I wear? Will people judge me based on what I am wearing? Can I wear jeans? Other People Would more experienced golfers be watching me? What will the other women be like? Am I going to be judge on how rubbish I am? Concerns Not Apprehensive Eager to get started I went with a friend so we were in it together I was excited Self Confidence Will I make a fool out of myself? I thought to myself I can do this! Where do I park there are allocated bays everywhere! Demonstrate the importance of communication and website content

7 Points to consider for Retention What made them continue participating? Supportive nature and comradery of the group Mix of social and learning involved in each of the sessions Wanted to see continuous progression on a personal level To play a sport into their retirement To stay fit and healthy Something to enjoy with family Some did have competitive intentions but not many Social element (tea, coffee, cake and prosecco) on first session to help encourage women to chat and feel more relaxed within the club environment. This needs to continue after every session however wasn t always provided. Barriers/ concerns about further participation Time and weather Whether it would fit into their lifestyle Questioning whether they would be able to play 18 holes Cost of further course of lessons Having people to play with Changes to family circumstances Confidence playing in front of others outside of their group; going out onto the course and feeling judged

8 Reasons why lapsed players have stopped playing? LAPSED FEMALES Percentage Overall Cost of the game Family responsibilities Time Work commitments My Friends stop playing Took up another sport I didn t improve enough to jutify playing Golf is too slow

9 Membership Why are you NOT considering membership? Not playing enough Early days Not playing out on the course or only playing 9 holes Not sure if I would make the most of membership Cost Too expensive it doesn t make financial sense Big commitment Wrong time of year - Winter Commitment Is there enough flexibility? Will I play enough? Requirements Need a handicap Restrictions Course access doesn t fit in with my lifestyle Progress Would I get bored just playing same 9 holes Structured introductions are good but will it be at the right pace for me? Why did you take up membership? Package made financial sense Offer was affordable Better value than to pay and play Membership deal included incentives ½ set of clubs Structured Fees Tiered packages where you can build up to full membership slowly Reduced fees for those not playing regularly Other benefits Junior membership Joint gym membership Commitment More likely to play if invested in membership Freedom To play the course Progress Logical next step

10 40 Retaining Existing Golfers 37 What would encourage golfers to play more often? Affordable Better Weather Less Time Close to home Improvement in my game Spouse played Relaxed dress code Play More save more programme Affordable instructions New Equipment was affordable Percentage

11 Key Customer Touch Points What matters most in terms of amenities, products and services? Locker Room Course website/app Course condition Food and beverage facilities Valet Parking Time / Flexible play options Signage (parking, clubhouse & course) Added Value - the points that stand to gain or lose the most depending on customer experience: 1. Signage 3. Course 2. Website 4. Clubhouse

12 Key Messages to Prospective Players What we need to be telling new women to the game: 1. Being outdoors 2. Relaxation or stress relief 3. I can play the game at whatever age I like unlike other sports 4. It presents a mental challenge 5. Spending time with friends and family 6. It presents a physical challenge

13 Girls Golf Rocks Girls Golf Rocks is our national girl s recruitment initiative that is jointly delivered with the Golf Foundation has seen 21 counties deliver the initiative through 98 golf clubs. National Target 2018 National Actual 2018 Kent Target 2018 Kent Actual 2018 Kent Target 2017 Kent Actual 2017 Taster Structured Par Follow on 800 TBC Membership 540 TBC

Girls Golf Rocks What can we learn from Girls Golf Rocks Girls only sessions Peer role models to demonstrate other girls play golf and who can be approachable Group coaching Emphasis on fun as well

14 Girls Golf Rocks What can we learn from Girls Golf Rocks Girls only sessions Peer role models to demonstrate other girls play golf and who can be approachable Group coaching Emphasis on fun as well as skill development Safe environment where we concentrate on building confidence Measuring personal progression Affordable coaching with equipment provided On course experience at the end of structured coaching Targeting schools different age brackets Social media linked to online booking facility Clear targeted messaging Free taster session before committing to further sessions

Women in Golf Charter Aim: To increase the number of

Is a statement of intent from the golf industry to unite

supporting measures to increase the number of women,

to encourage women to pursue careers in all areas of the

15 Women in Golf Charter Aim: To increase the number of women and girls playing and working in golf. Is a statement of intent from the golf industry to unite and to focus on gender balance Commits us all to supporting measures to increase the number of women, girls and families playing golf Calls for positive action to encourage women to pursue careers in all areas of the sport Recognises the need for change that creates an inclusive environment within golf

Club Commitments Achieving 30% female representation on our board Implementing/delivering (delete as appropriate) recruitment initiatives targeting women/girls/families Addressing / implementing

16 Club Commitments Achieving 30% female representation on our board Implementing/delivering (delete as appropriate) recruitment initiatives targeting women/girls/families Addressing / implementing (delete as appropriate) strategies to support female retention Implementing a membership pathway for women and girls to progress within our club structure Supporting national women and girls campaigns addressing perception, recruitment and/or retention Providing volunteering opportunities for women and girls within our club Implementing better signage around the golf club Providing on course toilet facilities for females Adopting an inclusive approach with female and family imagery displayed throughout the clubhouse and website Other priorities your club needs to address to be inclusive for females and families within our golf club

17 What s on the horizon What we need to be telling new women to the game: 1. Commissioned research into female intermediate resilience with Research Agency called Box Clever. a) To understand the motivations and challenges to support the resilience of female players between the ages of 18 and Annual Meetings with the County Junior Organisers a) Northern Meeting: 4 th December at Gerard's Cross GC 3. Review of Girls Golf Rocks 4. Activation for clubs to sign up to the R&A Women in Golf Charter a) Clubs will share their commitments they want to make to support Women and Girls to fall in line with the R&A Women in Golf Charter. Further details are available on the England Golf website and will be supported locally through your CSO.

18 Questions?

19 Questions? Royal Cinque Ports Golf Club, Trish Winter Ladies Captain What concrete plans are in place to get more girls into golf? Who will be leading and liaising with the clubs on these plans? What funds are available to assist clubs to implement the plans? High Elms Golf Club, Barbara Bloomfield As many women go to Leisure Centre classes what can we do about promoting golf at these sessions?

20 Questions? Chart Hills Golf Club: Lynda Pearce: Most of the recruitment drives target girls and younger women, but maybe England Golf should target 55 year+ (recently retired women) as this is now the demographic group that have the most money and time to spend on leisure. We are always being reminded of the population growth in this age group and the demands they make on the NHS so it might be worth considering offering training and support in this area. I occasionally go to a Ladies morning at a local driving range and can confirm that in the two or three years I have been going I have met at least 15 ladies in this age group, either starting golf or coming back to it now they have retired.

21 Contact Us Steven Pete Regional Manager for South East Women and Girls Manager for England Golf:

THE RECRUITMENT AND RETENTION OF JUNIORS IS ARGUABLY THE MOST IMPORTANT AND CHALLENGING ROLE OF THE JUNIOR ORGANISER.

3 RECRUITMENT & RETENTION THE RECRUITMENT AND RETENTION OF JUNIORS IS ARGUABLY THE MOST IMPORTANT AND CHALLENGING ROLE OF THE JUNIOR ORGANISER. PAGE 22 SECTION 3 3 RECRUITMENT & RETENTION Recruitment &