The Dutch Golf Federation (NGF) sees opportunities to grow the sport of golf even further in the Netherlands. To appeal to new target groups, they want to be the first to get rid of the elitist image with the 'Exchange-your-red-pants-in-weeks' campaign. But that's not the only adjustment needed to attract a new audience to the golf course.
Golf in the Netherlands is still growing steadily. In April 2022, the NGF had 410.000 golfers - 15% more than in 1997. In percentage terms, the number of golfers between the ages of 21 and 30 increased the fastest, by no less than 81%. The growth is proportional in both men and women; the male-female ratio remains the same at approximately 32%.
The NGF uses campaigns to grow the sport of golf among girls and women. Of all registered golfers in the Netherlands (approximately 410.000), only 0,8 percent are girls in the age category up to 18 years. For boys, that percentage is 2,2. The average number of juniors in European countries is a lot higher: 8%. The percentage of adult women who play golf in the Netherlands scores considerably better: 32%. The NGF has the ambition to grow to 40% in the coming years.
Elite image
A recent study by the NGF into reasons for not practicing the sport revealed that the elitist image, in particular, constitutes a barrier. The federation is reaching out with a media campaign, 'Welcome to the Club,' conveying the message that everyone is warmly welcome, of which the 'swap your red trousers in weeks' is a part.
“Golf is known as a crap sport,” says Daniëlle Wallet, marketing director of the Dutch Golf Federation. “The red pants symbolize the image that many people have of the sport. And that image deters new members.”
The 'Welcome to the club' campaign started in May this year. Media space has been purchased both locally and nationally, with the NGF wanting to convert locally to Try Golf and Golfstart.
More information: www.golf.nl/welcome and www.ngf.nl/welcome
Adjustments to membership model
But a support campaign is also being launched towards the clubs. After all, there are more buttons that the marketer of a golf club can turn to recruit more members. Wallet: “We advise clubs to differentiate memberships based on the number of rounds, so that you pay for what you play. An unlimited membership is not expensive if you play five times a week. Young people often feel the need to play fewer rounds, so you can respond to this with differentiation. You can also be a green fee player; You are then a registration member and always pay per round you play.”
Source and more information: www.ngf.nl