The Pellucid Perspective - April 2022 - 8

GOLF CONSUMER
BASE
As we outlined last month, the 20 - 40 year
old age groups are both the sweet spot for
attraction (and re-engagement) for golf and
primarily comprised of Millenials.
Retention Revisited
By Stuart Lindsay
W
e are all aware, and probably pretty tired of hearing, that
player retention is one of our biggest challenges in golf
participation. In spite of the incongruent math from the
NGF outlined below; Pellucid's recent research into player retention
in 2020 and 2021 gives us some reasons for optimism. Yes,
you heard that right, optimism.
" While there are golfers every year who age out, leave the
game (whether permanently or temporarily) and even pass away,
it's telling the total population of on-course golfers in the U.S. has
seen a net increase of 1.3 million over the past five years. Over
that same span, almost 14 million beginners have given golf a
try, with almost half coming these past two years. Yet conversions
- like the example of the Trendels going from newbies to avid
golfers - remain the rarity.
NGF's latest surveys indicate that this type of conversion rate,
rather than just retaining someone as a casual, occasional partici8
The Pellucid PersPecTive
pant, is about 27%, meaning only about one in every foursome of
beginners really ends up sticking around. " National Golf Foundation,
March 31, 2022.
These NGF statistics are interesting - they are appearing to
conflate two different measurements - one is the " net retention
rate " comparing the gross number of bodies coming into the
game with the number of actual golfers in the following year. The
second paragraph is talking specifically about golfers that were
new in one year and continued to play in the next.
The " net retention rate " in the first NGF paragraph is 9.3%
(14 Million " new and 1.3 Million " net " ) over the last 5 years. This
is not really much higher than the overall " golf participation rate "
of 7.1% of the total US population. However, that's a lot better
than the negative " net retention " of -31.2% we experienced from
2002 - 2019.
The second paragraph is not specific as to timeframe, but we
April 2022
PHOTO BY SUGAR GOLF ON UNSPLASH

The Pellucid Perspective - April 2022

Table of Contents for the Digital Edition of The Pellucid Perspective - April 2022

TOC
Golf needs to up its Beginners game
Retention revisited, keeping is easier than cultivating golfers
Only 9 tracked Activities; Transactions (still golf, new owners) majority at 6
March GPH, -19% = delay-of-season
February Utilization posts modest decline, rounds slightly lag robust weather
Los Angeles, anchors the Top 10 but missing part of the COVIdend
The Pellucid Perspective - April 2022 - TOC
The Pellucid Perspective - April 2022 - Golf needs to up its Beginners game
The Pellucid Perspective - April 2022 - 3
The Pellucid Perspective - April 2022 - 4
The Pellucid Perspective - April 2022 - 5
The Pellucid Perspective - April 2022 - 6
The Pellucid Perspective - April 2022 - 7
The Pellucid Perspective - April 2022 - Retention revisited, keeping is easier than cultivating golfers
The Pellucid Perspective - April 2022 - 9
The Pellucid Perspective - April 2022 - 10
The Pellucid Perspective - April 2022 - 11
The Pellucid Perspective - April 2022 - Only 9 tracked Activities; Transactions (still golf, new owners) majority at 6
The Pellucid Perspective - April 2022 - 13
The Pellucid Perspective - April 2022 - March GPH, -19% = delay-of-season
The Pellucid Perspective - April 2022 - 15
The Pellucid Perspective - April 2022 - February Utilization posts modest decline, rounds slightly lag robust weather
The Pellucid Perspective - April 2022 - 17
The Pellucid Perspective - April 2022 - Los Angeles, anchors the Top 10 but missing part of the COVIdend
The Pellucid Perspective - April 2022 - 19
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