Three off the Tee, is Scottish Golf in the Rough? Examining the Changing Landscape of Golf in...

University of the West of ScotlandB00218745 May 2015

Three off the Tee, is Scottish Golf in the Rough? Examining the Changing Landscape of Golf in Scotland

Principal Researcher- Rob Cunninghame

Banner ID- B00218745

May1st 2015

A dissertation submitted in partial fulfilment of the requirements for the degree of BSc

with Honours in Sport Development at The University of the West of Scotland.

BSc (HONS)

University of the West of Scotland

1School of Science and Sport


Three off the Tee, is Scottish Golf in the Rough? Examining the Changing Landscape of Golf in Scotland

Principal Researcher: B00218745

Supervised by Mr Scott Barclay

School of Science and Sport

University of the West of Scotland

Hamilton, Scotland

Abstract – It appears that Scottish Golf is going through a transitional phase. Scottish golf clubs have

lost 17.5% of their adult members since the year 2000. This journal article will be looking at golf

clubs in Scotland; in particular the article will be looking at and discussing how golf clubs market

themselves. Additionally it will discuss the effectiveness of golf clubs working in partnership with

Active Schools and also golf club membership in Scotland. It will explore whether golf clubs have to

be flexible in their approach nowadays in terms of membership offerings and in business?

Furthermore there seems to be a gap in research about the role ClubGolf can have for the future

development of golf in Scotland and golf club membership. Since 2003 over 350,000 children have

been introduced to golf through the initiative. However there continues to be falling membership

numbers at golf clubs. By researching key documents, newspaper articles and journal articles and

critically analysing them, one hopes to gain knowledge from such previous studies. In addition the

aim of this research proposal is to collect information by using a qualitative research method: 6

participants were interviewed as part of the study. The participants in this study held a position of

knowledge, expertise and responsibility within the golf club. By using these qualitative research

methods it is hoped to add knowledge and address new theories on golf club marketing,

membership in Scotland and the role which ClubGolf could have in the future of golf club

membership.

Key words: Golf clubs, Marketing, Membership, Active Schools, ClubGolf



Introduction

In the Scottish Golf Union Limited (SGU) (2013) annual report for 2012/13 the organisation

highlighted the fact that, “we are highly conscious of the trend of falling membership within

golf clubs. This is being seen as the most pressing matter facing golf in Scotland”.

The overall rationale for this research paper is that there has not been much research done on

why golf club membership in Scotland is falling. Furthermore there seems to be a gap in

research about the role ClubGolf and Active Schools has for the future development of golf

in Scotland and golf club membership. The research seeks to examine golf club marketing;

understanding and adapting to changes in consumer behaviour; the role of modern

technology; the adoption of marketing strategies.

Scottish golf clubs are going through a “transitional phase” at the moment. Tompkinson, J

(2013) has learned that Scottish golf clubs have lost 17.5% of their adult members since the

year 2000. This is in stark contrast to the early 2000’s. According to SportScotland (2002) a

survey showed that 58% of adult golfers were members of a golf club, and 31% of children

surveyed were members.

A recent study completed in the year 2012 had found that over 3.5 million people in the UK

played at least one round of golf a week. And over 1 million people play between 12 and 50

rounds per year. This shows that there is a market for golf however clubs need to start getting

these numbers of people to become golf club members. Tompkinson, J (2013)

In 2006 memberships at golf clubs were at their peak at round about 232,000 golf members.

According to Herald Scotland (2015) it comments that the game has altered since the heyday

of 2006. There are now much more options to play; such as pay- and- play and green fee

saves offers available. Furthermore the rise of the nomadic golfer has had a great effect on

golf club membership. “People in Scotland are spoilt for choice with great golf courses;

people may not want to be tied down to a membership”. Herald Scotland (2015)

Increasingly people are less inclined to join a golf club because they may be put off by large

subscription and joining fees. Golfers are now more mobile and are likely to play golf at

different courses as it can be seen as a financially better option. Grey, H (2013)

Furthermore a study was undertaken by Syngenta (2013) which looked at golf in the United

Kingdom. Interestingly speed of play (ironically, which means slow play) was a key factor as



to why people had lapsed on their golf memberships. Of the people surveyed over 30% said

that was a major reason for not continuing with a golfing membership.

According to Kilby, J (2014) there has been a trend over the last 5-10 years that has lead

towards more nomadic golfers. “Clubs have adopted poor pricing strategies for their green

fees and allowing non-members to access the most popular tee times. Kilby, J (2014)

highlights that if a club charges £1000 a year for a 7 day membership and they charge £25

green fee for a round of golf, it then puts in the mind of the golfer that they would only get

value for money if they played over 40 times a year. This indicates that golf club

membership (as a product) is only a feasible option if you are retired or able to play every

week.

Harvie, G (2003) states that it should be remembered that in Scotland the sport of golf in

some situations illustrates exclusiveness, privilege and elitism. Private golf clubs in Scotland

highlight these issues in particular. On the other hand though the majority of golf clubs in

Scotland are in close proximity to working class areas and many of the people from that

population play golf. The Scottish Golf Union wants to see golf as an inclusive “Sport for

all.” Scottish Golf Union Limited (2014) A Joint Letter from the chairman of the Scottish

Golf Union and Scottish Ladies’ Golfing Association.

SportScotland (2007) produced a sport participation golf fact sheet between 2003 and 2006.

Men and women who are not in the AB bracket are more likely to participate in golf. 20% of

men and women in the C1, C2 and DE group play golf at least once a month. This is

compared to 13% of males and females in the AB bracket who play golf at least once a

month.

Grey, H (2013) Chief Executive of the Scottish Golf Union sees the way forward for Scottish

golf clubs is that the clubs should diversify and offer a diversity of memberships. Further,

Grey, H (2013) recommends that golf clubs need to get away from just looking at seven day

memberships. The public is now much more flexible and there are fewer barriers to

participating in golf. However to be critical of Grey, H (2013) it can be interpreted that there

are still barriers for participation. As recently as January 2015 another golf club in Scotland

has had to close; Castle Park golf club in Gifford East Lothian, with over 350 members no

longer being able to play the course. This comes amidst fears that other golf clubs in Scotland

could close down. Many people are blaming the games image and strict dress codes. Herald

Scotland (2015). With another golf club closing in Scotland it can be seen as an added



setback to Scottish golf; particularly in these hard times when membership figures continue

to drop. Herald Scotland (2015). It appears that these hard times may be set to continue as the

Institute for Fiscal Studies highlights whoever wins the next general election there will be a

reduction in a person’s average income. Milligan, B. (2015). As a result people may not be

willing to take up a golfing membership as a priority because what they do with their

disposable income may change.

Even with the downturn in memberships in Scotland, recent figures show that since the early

1990’s the number of golf courses in Scotland increased by 20%. The consensus now is that

change needs to occur in Scottish golf; nearly 60% of the Scottish Golf Union’s 552

associated clubs Scottish Golf Union Limited (2015) have approached the governing body’s

golf development officers to address how the golf clubs will overhaul the membership

structure and put future plans in place that control the challenges. SGU’s Development

Manager Andy Salmon said, “We need to take a modern business-like approach to managing

to managing golf clubs and the need to provide our golfing customers with products and

services that meet their needs.” Herald Scotland (2015)

George, I (2005) indicates that people in the UK are taking advantage of the fact that there

are much more courses out there which they can choose from. For golf clubs to differentiate

from competitors they need to be much more flexible in their approach. According to

Thompson, J and Martin, F (2005) businesses if they are to succeed in the long term must

compete effectively and outperform their rivals. To achieve this they must find suitable ways

of creating and “adding value” for their customers; Pumpin (1991) states that opportunities

for adding value which attracts customers must be sought and exploited. In relation to golf

clubs it could be argued that Scottish golf clubs should follow the examples of resort courses

which offer various other activities in addition to the golf. Rodger, N (2015) pg.11, states that

the Asian golf market continues to grow with 30% of new golf projects happening in this

region. Tenniel Chu, Vice Chairman, Mission Hills China says that,

“Golf in Asia is relatively new compared to the US and UK so we have a different attitude to

the game and we can adapt more quickly. Adding facilities other than golf to create

integrated resorts, we are far removed from the traditional country club image.” Vision

20/20: The Future of golf. (2013).



Moreover Grey, H (2013) stresses that golf club planning and future preparation for golf

clubs in Scotland is vital if clubs want to increase membership numbers. “We’re really trying

to get clubs to stress and focus on what their unique features are.”

To add to that point it can be interpreted that the Scottish Golf Union is trying to get golf

clubs in Scotland to employ the direct marketing strategy. According to Kotler, P (2003)

Direct marketing is a non-personal and personal communications between a marketer and its

public. With the aim of gaining a direct response, for example sales and in this case

increasing golf club memberships. The communications between the marketer and public can

be oral, mailed or electronic; a website that uses one or more advertising media to influence

potential consumers.

Moreover in the Syngenta report (2013) it discovered that of the golfers surveyed over 70%

of them became aware of another golf course through word-of- mouth. Customers are now

moving away from advertising to communications they can rely on, talking with ordinary

people. Smith, R (2011).

Also when it comes to marketing at the golf clubs it may be beneficial for them to be

marketing the golf club through social media .However at the moment there seems to be a

lack of engagement with social media from the golf clubs. Scottish Golf Union Limited

(2015) Social Media. According to Barker, et al (2013) numerous organisations struggle to

grasp the concept of social media because they lack any real strategy. Social media is like any

other form of marketing it needs to have a clear strategic plan in which to gain a response

from the public.

In a recent a case study the Scottish Golf Union Limited (2010) conducted research for

membership marketing for smaller clubs. Hirsel golf club in the Scottish Borders realised that

membership numbers were declining and the majority of members were of an older age. The

way in which the golf club marketed itself was to have an open day. To distinguish the golf

club from others, the club had a unique selling point which is that it is the Augusta National

of the Borders. According to Wolinski, J and Coates, G (2008) pg.32, “if a business can

improve customer awareness and goodwill by marketing its product different from rival’s

products, it can increase its sale volume”. With a limited financial budget the club was

proactive with its marketing. Local radio advertising, leaflet mail drop, and features in

popular golf magazines. It proved successful as over 30 new people; the majority under the

age of 30, decided to take up memberships at the club. The open day target segment was to



all age groups. However on top of that the golf club was running a promotion for golfers

under the age of 30. From the open day the golf club brought in over £8000 in new business.

For the advertising and the running of the event it cost the club £1,200. After the open day,

Alan Rodger, the secretary for Hirsel golf club said, “I would advise golf clubs to hold an

open day as we have seen a great return for a comparatively small cost and effort.” Scottish

Golf Union Limited (2010)

In addition golf clubs have had to be active in the way in which they attract new members. In

the case of Cowglen Golf Club on the Southside of Glasgow the club has developed

strategies with which to attract new members. Key to this was the development of the junior

scene. Cowglen, like many other golf clubs in Scotland, had long waiting lists for new

members: in one case the membership waiting list used to be 5 years long. Rodger, N

(2014).Simon Payne the Club Professional and Secretary concluded that in the year 2009

“there had to be a change in the mentality of how the golf club needed to be run”. According

to Payne the key to this vision was the development of the junior scene. The club has a 6 bay

covered driving range with a teaching studio. This in turn helped Cowglen earn a Scottish

Development Centre status with the ClubGolf junior initiative. Furthermore the club has

reduced its fees for junior golfers. At its peak it was £200, with a £200 joining on fee. Now it

is £99. Also Cowglen has introduced a family membership whereby a current member can

pay an extra £50, which allows any member of the family to join the club for a small fee.

Rodger, N (2014) states that,

“this is the flexibility and fresh thinking that the Scottish Golf Union is trying to encourage

and promote as clubs attempt to maintain and bolster memberships while seeking out new

avenues of revenue.”

It appears that golf clubs need to be more flexible but how flexible can golf clubs be?

According to Payne, R and Stone, M (2013) “Flexibility in membership offerings has been

the key to success. A member who plays occasionally is still a member worth having”.An

example being a 25 year old may be keen to play golf and take up a membership but they

may not have the time and they may not be able to afford the full membership fee. Golf clubs

are now offering much more flexible membership options for golfers. Rye Hill golf club is

offering a membership option which is a points system which is called Points 4 Golf: it has

proved to be successful in increasing membership numbers and according to the golf club it

has proved successful at other clubs. Vision 20/20: The Future of golf (2013). It could be



argued that golf clubs such as Rye Hill have adopted a penetration pricing policy. This is

when a business offers a product at a lower price than competitors as a way in which to break

into the market and receive a market share. Wolinski, J and Coates, G (2008) pg.384.

The Royal and Ancient’s inaugural report on global facilities has identified that there are

currently 34,011 golf facilities spread across 206 countries. In Scotland the most recent

official count is 552 courses and facilities. In Europe there has been a trend in the

development of short compact courses that are public and family friendly. 6,9,12 hole courses

are becoming increasingly common as the game looks at new flexible ways of boosting

participation for golf. Rodger, N (2015). Kelly and Storey (2000) have found that

organisations that follow formal new product development procedures increase their

likelihood of success. According to Beech, J and Chadwick, S (2007) pg.179, “the product

life cycle model stresses that a product is likely to, at some point, go into decline”. In order

for the golf club’s product to develop it is highlighted that they should be investing money

into the embryonic stage which is where the product is developed in the product life cycle

model. Stacey, R (2007).

The ClubGolf initiative was launched in 2003 and since then the organisation state that over

350,000 youngsters have experienced the game because of initiative. ClubGolf (2014). One

of the key areas which aided Scotland in being able to host the Ryder cup at Gleneagles in

2014 was the commitment made by the Scottish Government to promote the ClubGolf

scheme. BBC News (2014)

ClubGolf (2012) has the mission that every school child by the age of 9 ought to have been

introduced to the sport of golf. The objective set by the Scottish Government in the Reaching

Higher document discusses the importance of increasing participation levels in sports.

The ClubGolf initiative works in partnership with Active Schools and to date over 180,000

children have been introduced to golf at school through the introductory games firstclubgolf.

SportScotland (2015). Active Schools state that it, “works hard to develop and build on

partnerships with local clubs and the community.” SportScotland (2014) Active schools.

ClubGolf (2014) states that their goal is to create a development route from the early grass

roots stage through to the highest levels of success. By increasing the access to golf, higher

participation levels, improved standards of performance and sustained growth ought to be

achieved in the future.



In 2009 almost 39,000 nine year olds participated in the introductory firstclubgolf, which is

the first time that the majority of children are introduced to the game of golf in schools and

local golf clubs. And 273 ClubGolf centres delivered structured coaching programmes to

nearly 10,500 children. SportScotland (2015).

According to Ross-Shire Journal (2009) ClubGolf has appeared to be beneficial for the

development of the sport and also golf club memberships. The article highlights that the

Highlands junior golf strategy has been a huge success. The 183 primary schools in the

Highlands had over 2,300 participate in the programmes of firstClubGolf. The Scheme has

been made available to over 500 new members for the 34 golf clubs that are delivering

ClubGolf’s Coaching programme in the Highlands.

Furthermore with the perceived success of the initiative the Scottish Government injected a

further £1 million funding in September 2014. Roger, N (2014) The investment goals are to

inspire more young people and their families to play golf. It will be called the “Get into Golf

scheme.” The now former Scottish First Minister Alex Salmond is quoted as saying,

“Scotland is not only the home of golf but it is also the future of golf, this funding will help to

introduce yet more youngsters and their families to the game.”

From reviewing the relevant data and critical analysing it, it has lead the researcher to a clear

and well defined research question. Namely- “Examining the Changing Landscape of Golf in

Scotland”.

Research Methods

The study is qualitative in nature. A benefit of using this research method according to Berg,

K and Latin, R (2008) is that in quantitative research the design and variables are set out and

or clear before data is collected. However in qualitative research the design and variables that

have been measured are flexible and somewhat reliant on the context of the data collection. A

qualitative researcher is concerned in the complete or comprehensive view. Morse, Swanson

and Knezel (2001).

Interviews were used as part of the research. Gubrium and Holstein (2002) view qualitative

interviewing in some aspects as being both stress-free and self-evident. This means that as the

researcher the information that will be acquired will be clear and in depth. And Rapley, T



(2007) reinforces the point that interviewers do not require large amounts of thorough

technical and moral instruction.

Sampling in qualitative research usually relies on small numbers with the aim of studying in

depth and detail. Miles, M and Huberman, A (1994) and Patton (1990).

The participants are sought serially and this allows the on-going sampling the support of

emerging theories and ideas. Higginbotham (2001)

Participants/Procedure

The participants for this study were selected from 6 golf clubs in the West of Scotland. The

participants in this study are in positions of expertise and knowledge within the golf club. The

Delphi effect is appropriate as a means and method for consensus-building by using

interviews to collect data from a panel of selected subjects. Dalkey, N. C., and Helmer, O.

(1963).These participants have knowledge in golf club management, marketing, memberships

and also golf club development. This level of knowledge and expertise satisfies the aims of

providing ‘depth and detail’ as referred to by Miles, Haberman (1994) and Patton (1990).

The interviews lasted 30 minutes and each participant was interviewed once. The interviews

took place at the respective golf clubs in a private room.

A letter was sent out to the respective people. It introduced the researcher, the topic and

sought their participation. Once the individuals had agreed to take part, an information sheet

about the proposed study was distributed to them. After any queries had been resolved from

the information sheet, a consent form was issued to the 6 people; all participants required to

complete and sign the consent form to ensure that the researcher has gained permission to use

any data collected within the study.

The golf clubs and the participants will not have their names published. They will be referred

to as “P1, P2 etc.” Anonymity coding will be used in the data for the clubs and the

participants. Bryman, A (2012)

Interviews were voice recorded and then transcribed post interview to provide a clear copy of

any findings from the interviews. The recording device used was a Dictaphone. Heritage

(1984) suggests that the procedure of recording and transcribing interviews has several

advantages. It helps to correct the natural limitations of our memories and of the intuitive

glosses that we might place on what people say in interviews.



Theoretically the researcher follows the data analysis steps which Berg, K and Latin, R

(2008) propose for qualitative research. This was done in the present research. The steps are

as follows:-

Step one- Open coding. This is when the researcher decides on cautious conceptual categories

into which the data can be coded. Thematical analysis- this will aid the researcher to identify

themes that appear when information is being collected. Bryman, A (2012)

Step two- Audit trail. This is when the researcher must have the ability to link the data

identified and complied in open coding with the source and the coding.

Step three- Axial coding. This is when the researcher links in all the information that has

been collected for the research study and then present the findings

Eisner (1991) highlights a key area in the credibility of the researcher is the topic of

consistency. This is in relation to the way in which the final research paper makes sense; the

information in the paper has to be supported with accurate and valid data.

These steps were met and supported by the research being peer-reviewed by fellow students

and university lecturers; also through the use of looking at previous studies and comparing

and contrasting the results.

Results/ Discussion/ Conclusion

From researching and critically analysing the relevant data it was found that there was a gap

in the research on four key themes. To address this, the interviews covered these four main

themes and questions were asked on the following areas: Marketing, Active Schools,

Membership and ClubGolf.

Marketing

Q. How does the golf club markets itself? For example is it digitally, does the club use

magazines, newspapers and or radio?

P.1, P.2, P.4, P.6 use the Golf Clubs website to market the Golf Club.

P.1 “The golf club markets itself is through its own website. We try to make sure that the

website would have messages that would be comparable and or consistent with the other

activity that you are doing.”



According to Beech, J and Chadwick, S (2007) pg.72, “the internet has allowed sporting

organisations of any size to have a global presence”. And Wolinski, J and Coates, G (2008)

states that using the internet to market can be a cost effective way of reaching potential

consumers. This in turn means that golf clubs will be able to communicate with members and

potential customers.

P.1, P.4, P.6 emphasised that the golf club was more open to use social media as a way in

which to market themselves.

P.4 “We are on social media so we hope to generate interest from that.”

Blanchard (2011) adds the speed that social media has given it a major advantage over the

traditional media. Marketers are gaining an instant response and it can be analysed in real

time. In addition, social media sites have allowed businesses to build closer associations with

their customers, as well as to increase the market to the consumers that they could not

influence previously Rooney, (2011)

P.2 and P.6 highlighted that the golf club relies on current members to get new members.

P.2 “In terms of marketing the short and sharp answer is that we don’t. It’s all word of

mouth.”

P.6 “We are now trying to encourage our members to be more active to get new members.

The club will give the member an incentive to get new members.”

Beech, J and Chadwick, S (2007) discovered that sports consumers want to be involved and

are very attached to their sporting clubs. This gives the people who are in charge of the

running of the golf clubs the chance to use its current members as a way in which to help

them achieve their goals of getting new members

To be critical this could be seen as a poor way in which to market the golf clubs. It may be a

cost effective tool for the golf clubs to utilise because they will have no marketing costs but

this can be interpreted as an old fashioned approach to marketing. It might be suggested to

the particular respondent that more effective methods could be used to garner new members.

P.1, P.4, P.5 highlighted that the golf clubs use billboards and banners to attract new

members.



P.1 “Also the club did a billboard around 2 years ago at a local train station, following that

we did it again last year. The billboard was up for the entire month of May.”

P.4 “One of the biggest marketing tools that we have here is the signs; we have 2 signs and

we rotate these. The signs are on the main road. We do receive the most amount of

communication from the public on the back of the signs. £500 for a couple of signs and the

marketing impact that they’ve got is huge.”

P.5 “Banners displayed the Open Days. Because people are driving past the Golf Club we

felt that the banners we are successful. The majority of people who attended the Open Day

said it was because they saw the banner.”

Using this method in which to market the golf clubs has advantages; it means that the golf

clubs have the capability to reach a large population. Furthermore it offers repeat publicity to

those who may pass it often on an everyday basis. O’Neal, K (2008). However a

disadvantage is that this form of marketing is not selective and there is not a defined target

market in which the golf clubs are looking at. O’Neal, K (2008).

In relation to P.5 response, as previously stated Allan Rodger, the secretary for Hirsel Golf

club said, “I would advise golf clubs to hold an open day as we have seen a great return for a

comparatively small cost and effort.” Scottish Golf Union Limited (2010). It appears that this

method of marketing the golf club is cost effective. It may be beneficial for more golf clubs

to hold open days throughout the year.

P.1, P.3, P.4, P.5, P.6 indicate that the golf clubs had used local newspapers; with varying

degrees of success.

P.1 “A year or so ago there was a lot of emphasis on newspaper adverts not going much

further than that. And once you hit it a couple of times, where is your fresh audience

interest?”

P.3 “We did put an article in the Herald which cost the club roughly £1000; unfortunately we

did not receive much interest.”

P.4 “The newspaper article was on the back of the opening of the new Practice Facility. If we

can get any publicity that doesn’t cost us money that’s even better.”

P.6 “We have in the past used local newspapers; with limited success.”



According to O’Neal, K (2008) newspapers deliver decent exposure to the local market. It

could be argued though that newspapers may not be the best way in which to market now.

The number of people reading newspapers has fallen a staggering 5 million between 1992

and 2007. Brook, S (2007). Research from Hoffman, D and Novak, T (1996) found that using

newspapers as a way which to market is seen as outdated. We are in the age now of increased

online activity and social media, therefore it may be better for golf clubs to adopt this as the

way in which to market. Blanchard (2011) found that social media has a major advantage

over the traditional media.

P.1 Emphasised the importance of marketing through the radio.

P.1 “The thing that has happened this year, bit by fluke, is that we are advertising the Golf

Club through a local radio station. The response has been phenomenal.”

Radio advertising is becoming much more popular as it can be flexible and target a specific

target area. Wolinski, J and Coates, G (2008). Moreover it offers an audio presentation that

can be much more effective than print because it broadcasts the letter to the listeners. O’ Neal

(2008).

Q. Does the club have a budget when it comes to marketing?

P.2, P.3, P.5 stated that the golf club doesn’t have a budget when it comes to marketing.

P.3 “Currently we don’t have a set budget for marketing.”

P.1, P.4, P.6 indicated that they do have a budget.

P.1 “We will have money in our budget for the year set aside. We definitely want to continue

to invest in the marketing of the golf club.”

Stacey, R (2007) explains the importance of businesses setting budgets. By having a budget it

transforms strategy into action. Golf clubs may have strategies in place to increase their

membership but if they do not have the finance available the clubs will not be able to put the

strategies into action.

It seems reasonable to suggest that with the decline in memberships in Scotland it is

staggering that some of the golf clubs in this study did not have a marketing budget. Golf

clubs need to speculate to accumulate and a way in which they can do this is by having a set



marketing budget. If golf clubs want to increase their membership it would be beneficial to

have a marketing budget in place which aids the clubs to target new members.

P.1, P.3, P.4, P.6 participants have a background in marketing and also have people who are

solely in charge of the marketing of the golf club.

P.1 “Basically I worked in retail for twenty odd years; I am an accountant and also a retail

person so I understand how to market a business.”

According to McNammara, C.P. (2001) if people have a marketing background they will hold

more crucial positions within organisations compared to those having other business

backgrounds.

Q. Active schools/ are they actively involved in getting pupils to join the club?

P.1, P.2, P.5, P.6 say that the Golf Clubs have not really been proactive.

P.1 “We don’t at present; we haven’t really been proactive about it and don’t know if it

would be successful to go into local schools.”

P.2 “Not really, in relation to we don’t actively go out and seek them to join.”

P.5 “We have tried contacting schools in the past; we haven’t found that to be particularly

successful.

P.6 “We tried that last year. Again this year we may bring some in. It hasn’t proved to be

successful so far. This is an area where we are trying to develop.”

One might criticise the Golf Clubs’ lack of engagement with Active Schools: particularly

when considered in light of a study which highlighted the effectiveness of the golf clubs

working with Active Schools. According to Gavin Mackenzie, an Active Schools co-

ordinator in Invergordon the firstclubgolf is, for the majority of the children, their first

opportunity of taking up golf and receiving coaching. Furthermore Mackenzie states that the

firstclubgolf initiative provides a pathway for the children to then progress towards golf

clubs. ClubGolf (2009). And as previously stated, to date over 180,000 children have had a

taste of golf through the starting point game firstclubgolf. SportScotland (2015).

Interestingly P.3 highlighted that the club was very proactive in getting children to join the

club through Active Schools.



P.3 “When I was junior convenor at the golf club I went into the local schools, went to their

schools sports days. While there we would market the golf club for potential new members.

The club got in touch with active schools and from that we got a decent amount of members

from that. The club knows it has been successful and hopefully it is something that the club

continues to do.”

Membership

Q. Are membership numbers decreasing?

P.2, P.3, P.4, P.6 all said membership numbers are decreasing at the golf club.

P.3 “Certainly revenue from members is decreasing. Membership is definitely decreasing.”

P.4 “If you’re going by waiting list the golf club is a different place than it was in the past.”

This can be seen as accurate; the total membership in Scotland which includes juniors is now

218,326, a fall of 17.5% from its highest levels a decade ago. Scottish Golf Union Limited

(2014)

P.1, P.2, P.4, P.5 showed that there is now a much higher turnover of members.

P.1 “Certain areas of membership in the golf club will be growing and certain areas will be

falling away. If you are standing still as a club you are doing well. You’ve got to work very

hard just to standstill.”

P.2 “We do have a higher turnover of people, so when a group of people leave there is

normally another group just joining. Now numbers are changing nearly every week and

month.”

P.4 “There seems to be a higher turnover of members now; that is the staggering thing.”

It appears that this trend may be set to continue. As previously discussed people now do not

want to be stuck with a golfing membership; they want to be more flexible and pick and

choose where they want to play. This indicates that with the higher turnover of members at

golf clubs there has been an increase in the number of nomadic golfers. As stated before

“People in Scotland are spoilt for choice with great golf courses; people may not want to be

tied down to a membership”. Herald Scotland (2015)

Q. Is this a trend that has been happening over the years?



P.1, P.3, P.4, P.5, P.6 discussed that the days of waiting lists at golf clubs are in the past.

P.1 “The days of waiting lists are way gone.”

With the continuing fall of golf membership numbers in Scotland, it is obvious that waiting

lists in golf clubs will disappear. As already mentioned, Rodger, N (2014) discussed Cowglen

Golf Club and discovered that it was similar to countless other golf clubs in Scotland which

had had long waiting lists for new members.

However, unless golf clubs change their business approach it would seem likely that long

waiting lists will be a thing of the past.

Q. What sort of membership options does the club offer; Family membership?

P.3, P.4, P.6 in a way do offer a family membership.

P.3 “Any junior golfer with a full paying adult can get on for free for the first year.”

P.4 “We also introduced a family membership. A member who has full playing rights can pay

£50 and relative of theirs can become a member.”

P.6 “We do in a way, because an ordinary member their children who are under 14 don’t

pay an entrance fee of any kind.”

According to Rodger N (2014) and Carter, I (2014) there is a need now for golf clubs to offer

family memberships. Golf is a sport in which the whole family can participate, and golf clubs

need to target this area. The benefit of golf clubs offering a family membership is that parents

have a major influence on a child’s want to take part in a sport. Martin, S, et al (1999). The

parents are the children’s role models and if the parents show a desire to play the sport this

then may have a lasting effect on their children. Welk, G.J (1999).

If golf clubs further developed this area it may increase their memberships in the future.

P.2, P.5 say that they are keen to explore this route.

P.2 “We don’t at the moment but it is definitely an area which the club is looking into.”

P.5 “We don’t offer a family membership at the moment. Part of my remit is to look at the

impact family membership would have on the club.”



Scottish Golf Union Limited (2014) annual report contained information that advocated the

need for golf clubs to be adaptive and have a more “flexible approach.” Also mentioned in

the report is the need for golf clubs to be much more family-centred. Furthermore, according

to Syngenta (2013) 48% of non-golfers surveyed said they would want to play golf with their

family. In addition Syngenta (2013) study found that playing golf with family has a major

effect for current members of golf clubs and potential new members. “Family engagement

could be a valuable opportunity for clubs to retain existing customers and attract groups of

new players.” Syngenta (2013) pg.4.

ClubGolf

Q. Has the ClubGolf government initiative had any effect on the golf club? For example

in membership and participation levels at the golf club?

P.1, P.5, P.6 have not seen any positive effects at the golf club through the ClubGolf scheme.

P.1 “I suggest not.”

P.5 “We haven’t seen any benefit from that specifically at the golf club.”

However the participants responses, do not appear to reflect the fact that more than 300 golf

clubs are involved with the ClubGolf scheme and in 2014 in terms of golf membership. 56%

of all new junior boy members and 63% of new junior girl members came through ClubGolf.

Scottish Golf Union Limited (2014).

One notes here whereas ClubGolf had increased introductory numbers what has it done to

sustain this? Over 350,000 children have been introduced to golf through the ClubGolf

scheme but how many of those children are continuing with playing golf. With declining

memberships in Scotland why has there not been a greater increase in the number of these

children becoming members of golf clubs?

P.4 says that the issue with ClubGolf is the funding going forward.

P.4“So if you get 12 year olds from a deprived area; who is going to fund the membership

and the golf equipment. And that is where it breaks down I think.”

P.1, P.3 indicate that because it is a volunteer lead it can prove to be difficult for the club.



P.1 “A reason could be is it because it is a volunteer lead thing. Maybe didn’t work out

because we didn’t have the right volunteers.”

What would be the motivation for the volunteers to take part in the initiative? Through

research it was discovered that Horton-Smith, D (1981) developed a two-factor model for

understanding volunteer enthusiasm differentiating between selfless motives which are

intangible rewards such as feeling good about helping others, and self-seeking motivation

such as tangible rewards, for example the volunteers gaining a qualification through

ClubGolf.

P.2, P.3, P.4 have seen benefits from the ClubGolf scheme.

P.2 “Certainty had a great effect in terms of participation levels. I know from speaking with

colleagues that the club has considerably higher junior numbers than clubs in our local area.

That I believe is down to the ClubGolf initiative.”

P.3 “A good thing about the ClubGolf scheme is that there is link between it and Active

Schools. In my time as junior convenor over 40 new juniors joined the club.”

According to Scottish Golf Union Limited (2014) clubs that provide ClubGolf have on

average 3 times the number of junior members than those clubs that do not participate with

the scheme.

Q. Where do you see the future of golf in Scotland?

P.3, P.5 highlight that clubs need to change their approach.

P.3 “Golf clubs need to change what they are doing. Not every club because some clubs are

able to cope because they are financially stable. But the majority of clubs need to attract new

members, so we need to try new things.”

P.5 “If we fast forward 10 years from now, the ones that do survive will be the ones who have

taken a business-like approach.”

As earlier highlighted Thompson, J and Martin, F (2005) discuss that businesses if they are to

succeed in the long term must compete effectively and outperform their rivals.

To aid golf clubs the SGU gave out business advice to 90 clubs in 2013-2014. The SGU

indicate that improving club running is continuing with the objective of ensuring that club



committee structures are ready to change in the business environment. Scottish Golf Union

Limited (2014).

P.1, P.2, P.4 say speed of play is having a detrimental effect on golf.

P.1 “Golf I believe needs to speed up. Golf now is too slow; and it is definitely the case

here.”

P.2 “My view is that golf takes far too long now.”

P.4 “Slow play, society is changing now. Now I believe that people don’t have the time to

play.”

This can be seen as fact as Carter, I (2014) states that it is much harder now to explain the

amount of time it takes to play a round of golf. Furthermore there is now a need for initiatives

to speed up play. And as the Syngenta (2013) market research discovered speed of play was a

key factor as to why people had lapsed on their golf memberships.

P.1, P.3, P.4, P.5 state that golf clubs need to be much more flexible in terms of new ideas.

P.1 “Another thing is 9 hole golf. Yes 18 is the norm but we introduced 9 hole medals a

couple of years ago and they are played on a Tuesday and a Thursday.

P.5 “We are looking at introducing 6 hole and 9 hole competitions, also more family friendly

golf afternoons.”

And as Carter, I (2014) highlights that golf clubs should be encouraging nine-hole golf in

family friendly environments.

P.3 “The majority of clubs need to attract new members, so we need to try new things. If it

stays the way we are at the moment there will be a lot more clubs closing down.”

P.4 “The club needs to look at all different areas.”

P.1, P.2, P.3, P.4 say that there is a rise of the nomadic golfer.

P.1 “We know there is a defined market of golfers out there and there is an over provision of

golf courses. Now we have to fight tooth and nail to attract people to the game but equally we

are stealing members from one and other.



P.2 “The statistics we get nowadays indicate that there are more people playing golf but

fewer people joining golf clubs.”

P.3 “Nowadays there are far greater options for people to play. There are different courses

that have popped up in the area; they offer different options.”

P.4 “People can pick and choose and take time out.”

As previously highlighted the rise of the nomadic golfer has had a great effect on golf club

membership. “People in Scotland are spoilt for choice with great golf courses; people may

not want to be tied down to a membership”. Herald Scotland (2015)

Conclusion

The research question is Examining the Changing Landscape of Golf in Scotland. The topics

that were discussed were namely, Marketing, Active Schools, Membership and Club Golf.

Summarising the research findings and drawing conclusions therefrom is as follows:-

Marketing - The participants responses revealed that-

4/6 used websites to market: 3/6 were more open to using social media: 2/6 relied on word of

mouth: 3/6 used banners/signage: 5/6 used local newspaper publications: 3/6 their marketing

budget was non-existent.

What can be drawn from this is that no one, single method of marketing is used. The most

popular method used was local newspaper publications but, as we know from some of the

responses it was not necessarily successful. Increasing use of modern technologies and

methods of communications (which chimes with a younger audience who are the target

market and seen as potential growth area for the golf clubs). Of note is the fact that half of the

respondents indicated that their marketing budget was non-existent. The other half identified

not only funds for marketing but the need for further investment because these clubs saw that

it paid dividends.

The research would suggest that targeted and effective marketing needs to be properly

funded, managed and exploited in order to increase membership.

Active Schools – The participants responses revealed that-

4/6 have not been proactive.



The majority were not proactive with working in partnership with Active Schools. One

respondent enthusiastically embraced the concept and was pleased with the results.

Interestingly this respondent’s experience is borne out by the case study referred to

previously by ClubGolf (2009) the study of Active Schools in Invergordon. This would

suggest that the golf clubs would be well advised to also embrace working in partnership with

Active Schools.

Membership – The participants responses revealed that-

4/6 agreed that membership numbers are decreasing: 4/6 clubs reported a higher turnover of

membership than previously: 5/6 stated that waiting lists are now seen as a thing of the past.

These responses suggest that membership numbers are falling and loyalty towards a golf

club is waning. There seems to be a rise of the nomadic golfer, people do not want to be tied

to a golf membership. This presents rather bleak picture for the future of golf in Scotland. It

highlights the urgent need to address the methods to re-engage and re- energise current golf

members and introduce future golf members.

Furthermore 3/6 participants wish to develop the family membership. This indicates a

realisation that this might be a mechanism for encouraging greater participation, leading to

increased memberships at golf clubs.

ClubGolf – The participants responses revealed that-

3/6 reported no positive effects of ClubGolf in terms of membership and 3/6 reported benefits

of the initiative: 2/6 found it difficult to implement.

As previously highlighted in the Scottish Golf Union Limited (2014) Annual report the

findings almost mirror this. It found that more than half of all new junior members were

recruited through ClubGolf. Accordingly the participants who did not report a beneficial

effect need to re-examine this area further as it has proved to be a successful route to increase

golf club membership.

The common themes which emerged from the research were that Scottish golf membership is

on the decline and clubs will need to be open to adopting new ideas, new technologies,

properly funding marketing and development of golf membership, in order to arrest the

decline and let golf flourish.



Limitations

Throughout the research it has been found that there are several limitations of this study. The

subject area chosen is very broad. The areas that were discussed in the interview were

Marketing, Active Schools, Membership and ClubGolf. In future it may be advisable that for

future researchers research each subject area individually instead of looking at all of them

together. Furthermore the questions used for the interviews could be better structured for

future research. It was felt that not all of the questions were relevant for the study and it

would have been more beneficial to further develop and gain more knowledge on the

information that was deemed important for the research. Also the arranging of the interviews

was very time consuming. Many of the participants did not respond to the researchers emails.

It would be helpful for future research to arrange the interviews well in advance so it gives

time for the researcher to prepare. Additionally the study included 6 participants. This may be

seen as a small sample size. Future research might include more participants which in turn

will give the researcher more data from a broader demographic.

Recommendations

From reviewing the results and analysing the participant’s responses this research paper has

discovered three key recommendations which golf clubs should be adopting in order to be

sustainable and reverse the trend of falling memberships.

P.5 “If we fast forward 10 years from now, the ones that do survive will be the ones who have

taken a business-like approach.”

From reviewing the literature it appears that golf clubs need to take a more business-like

approach in order to survive. In addition golf clubs need to have a better understanding of the

current market; the golf clubs need to be working with people who have a background in

marketing and have a degree of knowledge when it comes to marketing the golf clubs. And

lastly golf clubs should create better links with Active Schools and ClubGolf. With new

research stating that clubs which provide ClubGolf have, on average 3 times the number of

junior members than those clubs which do not participate with the scheme Scottish Golf

Union Limited (2014), it appears that golf clubs should be proactive and work with the

initiative and build on its success.



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