Women Golfers Are Industry’s Biggest Opportunity

With 5.7 million women playing in the game of golf, it’s no wonder advertisers have shown a new interest in targeting the demographic and bringing more attention to the importance of women’s participation.

Suzy Whaley, the first female president of the PGA of America, is passionate about growing women’s participation rates.  

Whaley Touts PGA’s Diversity-Enhancing Initiatives

“There are so many ways that PGA Professionals are making strides to have more women participating in the game,” she said. “Some of those things include extending an invitation to women and families to join them for specific opportunities. Courses that implement multiple tees including a 4,000/4,500/5,000-yard teeing areas are seeing great progress in increasing female participation.”

The growth potential in this segment of the industry is evident, as women have accounted for about one-quarter of all golfers for some time, yet make up almost 50% of the U.S. population.

Whaley notes ways that businesses within the industry can support the inclusion of women to their practices.

“Many women also enjoy learning from other women, so hiring practices must include women in all facets of the property,” Whaley explained. “Ensuring you have equitable tee times, locker room facilities, friendly décor that is non-gender-specific, and multiple group learning opportunities attracts more women to the game.

“One of the most impactful ways to make women feel more welcome is to allow them to enjoy the facility how they choose. The golf experience must be redefined. While many women love to play a traditional 18 holes, others may prefer an hour at the range, a lesson, putting with their children, or 9-, 6-, and 3-holes outings.”

Whaley Details Advertising Benefits Within Golf Industry

The average female golfer is 41 years old, with a household income of $105,516 and plays 14.6 rounds per year. Participation rates are highest among 18-29-year-olds, showing promising opportunities for business across multiple segments. 31% of all women enjoying the game identify themselves as “beginners.”

It’s essential for the industry to find ways to convert more of these beginners into committed participants to grow the segment and the game in general.

The way people are choosing to participate in the game is constantly changing over time.

“As the business evolves, we as PGA Professionals are evolving to ensure that every customer has the best experience possible for as long as possible,” Whaley said.