Education for the Nation

Filed in archive Golf Equipment on March 7, 2007

Club makers are sitting on a goldmine and they don't know it. At least, they don't act like they know it.

Golf Digest is reporting the results of a survey taken by its sister magazine, Golf For Women.

The survey set out to establish a base of knowledge about golf equipment among avid women golfers.

And the results are a little shocking.

The primary conclusion of the survey is this: women golfers know very little about equipment or the proper way to buy it.

What an opportunity for equipment manufacturers to step in with educational advertising and a great big spotlight shining on their club lines for women.

When I interviewed Sandra Post, former LPGA multiple winner, recently, we talked about this very subject.

Sandra is now a teacher of the game and she has plenty to say on the subject of equipment for women. Of course, she puts her money where her mouth is and is a designer with Jazz Golf.

You'll be able to hear that part of the interview soon.

But what she told me is borne out in the Golf for Women survey to a T.

For example, the survey discovered that, even though there are more than 20 lines of clubs for women now, most women said they focused on three brands or less when deciding what to buy.

Does that mean that 17 manufacturers are missing the boat? It could very well be the case.

Perhaps it's because they regard women golfers as an insignificant share of the market.

Fully 25% of American golfers are women but the club makers say they only get 10% of their revenues from women.

Again, we come back to education. An informed consumer is a buying consumer. And a repeat buying consumer!

Three manufacturers are pulling in the dough. 17 are straggling behind.

There is another issue that women face and it comes squarely from the retail level.
A woman walking into a golf shop feels uncomfortable and is liable to be treated poorly by the (presumably male) staff when it comes to equipment.

So says the survey. Emphatically, I might add.

One in Four Women claims to be aware of the technology available today. That means 3 out of 4 are not aware.

And how does any manufacturer of anything make its customer base aware of what it's got?

It educates its consumers.

The club makers might also start putting a little heat on the retail channel and shake up that stereotype that golf is a man's game.

Golf is for anyone, man or woman, crazy enough to play it!

And think of the money to be made.