The Missing Link-
As golf begins to reinvent itself, the use of technology is becoming more and more prevalent, people are being introduced and experiencing the game virtually first. Primarily through online golf apps and video games, this has seen the meteoric rise of a new sector within the game, welcome to the Alternative Golf Experiences sector. Topgolf have blazed a trail and proven just what is possible with many others now joining the movement. NEXTLINKS are the new boys that have created a first class indoor experience, this will serve in driving huge numbers of non-golfers to the game as well as helping many facility owners create an additional and exciting offering.
These guys are undoubtedly stirring new interest in the game, some of these new participants may even become the real golfers of tomorrow, sure they are not yet recognisable to the traditional golfer but there is no denying the facts and figures. Golf participation and exposure is growing, currently probably faster than at any other time in the games long history.
The golf industry should not fear the (AGE) alternative golf experiences sector, it should be embraced, understood and used as a wake up call, it is a welcome shot in the arm to a struggling industry. Huge numbers are coming to it in some form or another. These companies make golf exciting again, using fantastic imagery, introducing competition within a, fun, virtual environment and the customer is truly loving it. It is reasonable to assume that from this number a percentage will want more...what is the next step? Do they walk out of a Topgolf, hi-tech bay and the impressive surroundings of the NEXTLINKS indoor golf paradise, straight into an 18 hole golf course membership? I don’t think so, maybe that becomes the ultimate flow and hope for the game but it’s unrealistic and the model is too simple. No! there is a costumer journey to take, however, the next phase of the journey is a visit currently to the average driving range. As past articles have discussed in length, these traditional facilities are currently not up to the job of continuing that journey nor indeed their interest. Quite frankly, a huge disappointment awaits as they find out very quickly that real golf facilities do not live up to the hype and cater for their modern needs…”once the mind has been opened up to new exciting possibilities and experiences it won’t accept ordinary again”
Traditional golf courses and driving ranges have the chance to boom once again, off the back of these newbies, they will benefit from these numbers but only after some huge changes are made, those that are not already closed or converted into housing developments. Our industry sector has to step up its game, re-invent its environment, experience, service and more importantly its attitude! Design an experience that retains the traditionalist but also caters for this new breed of potential golfer....
For this to happen Investment needs to flow again in to the game with renewed optimism, there are certainly ways to bring golf investment back in vogue, make it both appealing and financially rewarding as it once was, with a suitable backer/investor with foresight, backbone and belief, the rewards and sense of contribution are huge!
These are exciting times and the PPC will be there, leading the way, taking old style struggling facilities, converting and applying the 4 A system to make the traditional viable, profitable and fun again. Golf will have its second wind, but only if we raise our standards to help cultivate and grow those warmed up by the AGE sector side of the game as it evolves.....there is a huge opportunity here for those that are not scared by the performance of golf facilities worldwide over the past 10 years, they are not fazed by falling membership numbers....they can see a solution, they can see a path through...they can also see the power of the PPC and its importance in playing its part in growing this wonderful game of golf....Welcoming the new, while not alienating, the traditional golfer is key and we are up to that challenge! We are the missing link, we just now need to find that investor that shares our vision.
Do I believe that golf has no future? Hell no! I believe strongly that if we get it right, listen and adapt then this game will boom once again....I just want to be part driving this change, leading the way, embracing new technologies while maintaining the real experience of golf, full of its traditions and challenges...Nothing will ever beat the experience of standing on a tee, looking at a beautifully presented golf hole or two over water, the feel of the wind in your face, the smell of newly cut grass. Taking that swing and feeling that great contact as the ball fly’s high into the blue sky and lands safely on the beautiful green, placing a huge smile on your face...a virtual experience alone, will ever be able to compete or even come close to playing the game for real.
Private investors/Golf course owners/Local authorities/Hotel chains/Venture capitalists/ Crowd funding/ Money people- Anyone, that can help us with raising the funds to make this happen, please get in touch.