Marcel Welling - State of the Industry 2012
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Transcript of Marcel Welling - State of the Industry 2012
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EGCOA
Golf in Europe 2012
Marcel Welling President EGCOA
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EGCOA 2012
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2005-2012
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Members per country
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The Network of the Golf Business
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Yes we Cannes
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The Business Side of Things
- Greenfees down in most countries
- Traditional membership is under pressure
- Cooperate golf is declining or dead
- Outings is declining
- Decrease in F&B spendings
- Decrease in merchandise spendings
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Factors influencing our business CRISIS
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Factors influencing our business BAD WEATHER
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Factors influencing our business CHANGING CUSTOMER
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Do We Know WHAT Is Happening?
Research Finland 1.000 beginners:
- After first course: will you continue?
- 90% “Yes I will”
- Reality: only 20% continues
What happens at your golf course
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Do We Know WHEN To Bind New Players?
Statistical Fact Fitness industry:
- Less than 8 times in first 3 months = lost for Fitness Industry
How about your beginners?
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The Big Opportunity: Binding new golfers
Recreating our golf business:
- Do we understand the beginner?
- Are our pro’s and other staff commercially oriented?
- What membership models work?
Crisis = best time for change………
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The Big Opportunity Babyboomers
Make golf important for newcomers
- Make them feel at home
- Social connection
- Taylor price structure around their needs
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EGCOA Conference 2012
Many ideas to recreate your golf business
Be an active participator to get out as much as possible!
YES WE CANNES