What we learned from a pandemic-affected season — and how we can be better for it
When health experts recommended ‘six feet apart’, golfers everywhere rejoiced. Six feet? No problem. Plenty of room for everyone out here!
Golf was one of the few industries able to thrive during the pandemic. Eventually. The 2020 season began in question — in April, less than half of America’s golf courses were open. But by the end of May, that number was up to 98%, according to National Golf Foundation data. The game caught fire during the summer months and is well-positioned to come out the other side (whenever that is) stronger than it’s been in a while.
Golf participation was higher in 2020 than it has been since 1986, a growth fueled in large part by wide-scale lockdowns, closures, cancellations, and people generally being bored and looking for something to do, especially outdoors.
The overall number of rounds played during 2020 came in around 500 million, good for a 13.9% increase from the previous year.
The bottom line is that golf’s COVID surge resulted mostly from lack of competition; people had nothing else to do. Concerts were cancelled, bars and restaurants closed, leagues postponed — yet golf, one of the safer activities we could do in a pandemic world, carried on.
Entertainment venues and our regular activities will begin to resurface. They’ll learn how to operate safely. Or better yet, they’ll be allowed to open as the virus subsides. We’re hopeful.
As the competition returns, how does golf keep winning?
The answer may lie in some of the lessons we learned when we couldn’t operate the way we wanted to.
Part 1: Keep members engaged
Golfers turned out in droves last season. Yes, there were lots of newcomers, trying the game for the first time. There were plenty of previously casual golfers that ramped up their rounds. But the biggest boost came from the diehards who went to another level, playing nearly every day. All three of those categories need to be tended to going forward.
Virtual is reality
We’ve all become quite familiar with Zoom, Teams, and Skype while working remotely during the pandemic. Though we might be sick of virtual meetings at work, the idea of engaging with others that way has just become normal. Want to hold a members meeting, an AGM, or an information session for prospective members? Most of us are now up to speed on how to attend a web-based event.
Expand the tee sheet
Speaking of working from home, a lot of us became accustomed to that over the past year too. Remote work often allows for flexible hours — and any dedicated golfer knows how to flex those hours around a tee time. Last summer, die-hard golfers found ways to get to the course at times they might not have otherwise been able to. Weekdays were no longer reserved for retirees.
If that trend continues — and all signs point to remote working remaining the norm, even as the pandemic subsides — you’ll have to look at your tee sheet in a whole new way. Saturday and Sunday mornings may not be as sought-after. Expect weekday times to become more popular.
Stay cool this summer
Last year, many clubs closed their clubhouses, locker rooms, and 19th holes in order to prevent indoor crowds. On top of that, golfers were only allowed to show up on the premises 30 minutes (or less) prior to tee time. That meant less time to hit balls or putt before the first tee.
As a result, our golf habits changed, and we found ourselves often going straight from the parking lot to first tee. The entire golf experience just felt more casual. That, along with the influx of new golfers gave way to a different, arguably cooler way of playing the game. We saw (rather, heard) more speakers on the course, and observed a less stringent (or at least less enforced) dress code. For many, relaxed etiquette was a refreshing change.
The visible pro
Given last year’s restrictions preventing indoor gatherings, many pro shops instituted one-at-a-time policies, or even allowed golfers to pre-pay their rounds digitally. Either way, pro shops were less crowded. In some cases, this made the golf pro less visible, meaning they had to go out of their way to interact with members and guests. Naturally, many head professionals floated around the grounds or set up shop at the first tee to greet golfers and make small talk.
Whether things go back to normal or not, we like this unintended consequence. Pros are the face of the club’s golf operations, and are often counted on as much for their personability as their golf instruction or shop management. They should continue to be visible, greeting and conversing with members — even if they have to do so with a mask on and give fist bumps instead of handshakes.
Part 2: Adopt your pro shop model
The COVID-19 pandemic kickstarted a lot of changes in how we operate our golf courses, the retail end included. Some of them we’ll be eager to reverse as soon as health guidelines allow. Others though, we think have staying power. The pandemic, out of pure necessity, forced us to adjust our business tactics. And some of these changes we’d like to keep even when things return to normal.
Get flexible
In 2020, everyone had to be a little more understanding. We were all doing the best we could to adapt to the so-called new normal. Tentatively, at first. Thankfully, many of our golf pros found their suppliers were willing to be much more flexible than in past years. They were more likely to bend some terms, accept returns outside of the normal policy, and were generally more accommodating partners. The ability to be more understanding was useful for everyone — here’s hoping that continues.
Manage inventory
As pro shop foot traffic declined in a big way, our golf pros found themselves using the dropshipping method much more frequently. Using this technique, the pro fields an order from a customer without actually having the stock on hand. The pro notifies their supplier, who fills the order and sends the product directly to the customer. It helps pros cut back on inventory. And while in 2020 we were doing it by circumstance, we think it's a good shot to keep in the bag for this season and beyond.
Does your member need that new golf shirt right away, or would they trade a few days of waiting for the ability to customize and submit a special order? They could choose their color, add a club logo, and make other adjustments not possible when buying off the rack. Sure, it’ll take a little longer, but the next time they show up to play, they’ll have a superior product waiting for them. A hybrid model is probably best. That way, you can sell off the rack, but also work with customers to place custom orders to their liking.
Online shop
E-commerce is nothing new, but pandemic-related closures forced a lot of businesses — not just specific to golf — to consider using digital platforms to move products. While many golf shops were closed or limited, the industry was enjoying a banner year. NGF data shows sales of golf equipment jumped 42% during 2020’s third quarter compared with 2019. And online search for “golf gifts” soared by 25-30%.
Savvy golf professionals turned to building online stores to keep their retail portion afloat. Platforms like VanguardProShop allow golf shops to efficiently create a custom shopping experience for its members. With an online component, you can expand the walls of your physical store, stay open 12 months a year, and take advantage of dropshipping to fulfil orders.
Last word: Turn a negative into a positive
Don’t get us wrong: We want this pandemic over yesterday.
But we should always remember the 2020 golf season. Even as the virus made us uneasy, the presence of our favorite game brought us normalcy. And as we dealt with restrictions we never imagined, we actually came out the other side stronger than before.
So do we hope to ever relive a season like 2020? No way!
But can we learn from it? Can we make permanent, positive changes based on our experience? Will we be better for having gone through it?
Yes, yes, and yes.
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