Transcript Slide 1

It’s Time To Take A Closer Look
At The Women’s Golf Market
More Than
6 Million Strong
Double Digit 10 Year Growth
…And It’s Time To Dispel Old
Stereotypes
A Fresh Face for Golf
 Style
 Social-Centric Lifestyle
 Business Lever
A Growing Diverse and Lucrative
Market… Not Homogenously
Defined
…And Not Easily Defined
Dramatic Growth In Participation
No Matter Whose Number You Believe…
(numbers in (000)
+25%
+12%
6,593
6,576
6,456
5,986
5,908
5,514
5,421
5,256
1993
+17%
+10%
2003
National Golf
Foundation
1993
2003
American Sports
Data
1993
2003
MRI
Fall
1993
National Sporting
Goods Association
Sources: National Golf Foundation; American Sports Data; MRI; National Sporting Goods Association
MRI
Fall
2003
MRI
Definitions of “Female Golfer”
•
NGF: Age 18+/ Played one or
more rounds of golf in the past
year
•
American Sports Data: Age 6+/
Played one or more rounds of
golf in the past year
•
National Sporting Goods
Association: Age 18+/ Played
golf at least one day in past year
•
MRI: Age 18+/ Played golf at
least one day in past year
With More Growth Potential On The Way…
13.9%
Female
Junior Golfers
26.6%
Female
Junior Golfers
2000
2003
4.0 Million Junior Golfers
5.5 Million Junior Golfers
Source: National Golf Foundation 2000-2003
In The High Schools
Boys
Teams
Only
18.5%
82% Of All High Schools
Offer Girls A Competitive
Golf Experience
Girls
Teams
Only
2.6%
Co-ed
Teams
78.9%
Source: Harris Interactive/The Golf Digest Companies Research Resource Center – Conducted April 2004
Base: Schools With A High School Golf Team
…And At The Collegiate Level
Increase in Women’s
College Golf Programs
447 Teams in
‘03
483 Teams in
‘04
288 Teams in
‘95
145 Teams in
‘90
1990
Source: NCAA 2004
1995
2003
2004
But understanding the changing
face of women’s golf means more
than recognizing participation
growth
A New Segmentation Built On Mindset & Lifestyle
Anticipated Spending
35%
The Next
Generation
33%
Country
Club Elite
Country Club Elite
• Golf is her favorite of many leisure activities
• Active consumers with money to spend
• Embrace & personify the country club lifestyle
• Have time to pursue their interests
“Golf is the best way I know to be with friends, stay
active and competitive. My husband and I treasure our
membership and the social activities that surround it.”
Country Club Elite
“Seeking the Best”
RANK
Fashionable golf apparel is important to me First
I’ll pay more at a pro shop for the service
First
I usually buy the top brand available
First
I budget myself more these days
Last
I usually play golf on the weekends
Last
The Next Generation
• Young & Affluent
• Eager to learn the game and improve
• Trendy and image conscious
• Busy lifestyles create a battle for choices
“My parents played golf, but I never got interested
until I started working. It’s a great way to relax and
also entertain my clients.”
The Next Generation
“Up & Comers”
RANK
I compete against myself when I play
First
I usually play on weekends
First
I’m a spender, not a saver
First
If I see something I like, price does not matter
First
I often play business golf
First
I am very competitive
First
Using Golf As A Tool For Networking/Business
• 1,000 career women surveyed from EWGA and GDC
Database of Women Golfers
• 73% agree that golf has helped them develop new
relationships and to network
• 54% say golf has helped them to be more assertive
• 22% of executive women golfers have closed
business on the golf course
Source: 2004 Oppenheimer/Mass Mutual Survey of Career Women Golfers – conducted by the GDC Research Resource Center
Using Golf As A Tool For Networking/Business
Rapid Growth in EWGA Membership Demonstrates
the Vitality of the Golf Among Professional Women
18,700
17,051
11,620
The Executive Women's Golf
Association (EWGA) is a not-forprofit organization formed in 1991
to provide opportunities for women
to learn, play and enjoy the game of
golf for business and for life.
6,489
1,500
1991
Executive Women’s Golf Association
1994
1998
2002
2004
An Advocate
for Women
In The Game
The Marketing
Opportunity
Conclusions: The 5 Minute University
Tapping Into The New Sensibilities
Thinking Like Marketers vs. Operators
Five Key Take-Aways
1. The Women’s Golf Market: A Vibrant; Fast Growing; Youth Infused;
Business Lever
2. Luxury’s New Accessibility/Attainability Pushes the High End
Further Out
3. Zoomers: 45 is the New 25… Take Advantage!
4. Golf & The Country Club: A Perfect Confluence! Women Zoomers
Seeking Today’s Luxuries
5. Prescription for Marketers: Keep It Relevant, Accessible and Timely