Although once it was only for the rich and famous, somewhat of a posh sporting activity that not everyone can afford – apparently, golfing has been on the rise in the past few months.
Can you guess why?
Well, one reason is more and more baby-boomers are retiring, and are picking up the club – according to a report on AdAge, quoting Matt Powell, VP and senior industry advisor of sports at NPD Group.
And the trend has strongly continued during lockdown, which brings us to reason number two:
It’s a game you play outdoors, and it’s basically made for social distancing. Who would have thought?
Even President Trump was seen this past weekend playing golf in Sterling, Virginia. This was the first time he’s played since he declared the coronavirus pandemic a national emergency more than two months ago. His return to the course could further be a sign that it’s okay to play this sport in times of social distancing.
Also, just over the weekend a friendly couples-match between Tiger Woods and Payton Manning on one side, and Phil Mickelson and Tom Brady on the other – was able to collect 20 million dollars in donation to COVID-19 relief. Very impressive!
So, when did golf start booming?
Back in March, sales of golf practice nets and screens increased 144%; swinging and putting mats were up 138% over last year, according to NPD. “People are really clamoring to go out and do stuff and we could see golf take off again really quickly,” says Powell.
Many golf clubs have added dividers on golf carts when two riders use the same car and courses have made sure to sanitize golf carts after each use.
“Our rounds are definitely up this year from past springs,” said Brown the club pro at Alliance Country Club.
The lesson for marketers here?
Look closely into your offering and services, and see which ones are more naturally suited to this time’s new norms – and push it forward.
So, whether it be the “rich people’s sport” or anything else you would have never guest – Let your wildest imagination go crazy – oh, the thinks you can think!