One of the most comprehensive pieces of golf market research ever conducted in the UK will be presented at GolfBIC (Golf Business Industry Convention), March 10-11, 2014, at the Marriott Forest of Arden.
The 'Growing Golf in the UK' survey questioned more than 3,500 UK residents, including 1,477 golfers and 2,145 non-golfers, including lapsed players.
Commissioned by specialist golf course supply company Syngenta and managed by GfK, one of the top four market research companies in the world, the survey, which was undertaken in May 2013, focused on customer wants and needs.
"The objective of the research was to offer potential solutions to help golf clubs and courses better understand their customers and deliver enjoyable, memorable golf experiences on a day-to-day basis," said Eric Brown, Global Turf Business Manager of Syngenta, who will present the findings at GolfBIC.
"As with any industry, it's important to listen to what customers and prospects want, and respond positively in terms of the products and services being offered.
"While some of the findings may not come as a surprise, a number of key themes emerged that are important and relevant to clubs, especially in the field of flexibility, as well as female and family friendliness. It's the details of those findings and what different types of customers want that I'll be sharing in my presentation at GolfBIC."
The research, which amounts to 1,295 pages of data, was recently presented to golf business leaders at a special briefing in London.
The seminar at GolfBIC will be the first opportunity for many UK golf course and range owners, club managers and industry professionals to hear the results.
"This is an outstanding piece of research that is expansive and detailed, yet is highly practical and offers potential solutions to anyone in the golf course industry," said Andy Lloyd-Skinner, Chief Executive of the UKGCOA.
"There is more than one type of customer wishing to participate in golf and this research tells us simply who they are and what their wants and needs are. In terms of retaining existing customers and attracting new players, this is one of the best pieces of research I have seen in golf and I would encourage industry colleagues to come and listen to the results."
GolfBIC is a joint venture between The UK Golf Course Owners Association (UKGCOA) and The Organisation of Golf & Range Operators (OGRO).
More than 270 deleg ates attended the 2013 event, which featured insightful seminars, topical workshops, tabletop exhibition, networking and a charity dinner.
The two-day agenda for GolfBIC 2014 includes special presentations on business rates, VAT and taxation, National Golf Month, new membership types, online commerce, social media, updating your course design, adventure golf, super-ranges and how to create a paying membership waiting list.
There will also be a panel discussion featuring industry leaders answering questions on a variety of topical issues.