It’s not head-turning to hear about how golf is a great business networking tool and that successful business leaders know how to leverage the game of golf as a means to conduct business. An industry study indicated that nearly 60 percent of business golfers have closed a deal on the golf course. This was according to a 2016 comprehensive study by the Sports and Leisure Research Group (SLRG) that included an online quantitative survey comprised of 1,100 business executives divided equally among men and women and players and non-players.
However, what is head-turning is that women golfers reported closing a deal on the golf course at nearly the same rate as men (men: 60 percent, women: 58 percent). The National Golf Foundation reports that in 2018, women golfers represented 24 percent of all players. As reported in the SLRG study, the median number of deals closed was equal between both groups. These deals weren’t small, either. More than a quarter of the women who closed a deal through golf reported the value of the deal to be at or above $500,000.
The study found that nearly 80 percent of women believe that playing golf in a business environment is a great networking tool for relationships with peers, clients and potential clients, and suppliers or vendors. Over half of business women who golf say that golf has helped make them more disciplined, comfortable taking risks and assertive. Nearly 60 percent of women golfers felt that playing golf has contributed to their professional success and made them feel more included.
Not Always Easy
Positives aside, there were some responses of note that suggest that entry into the game of business golf is not as easy for women as it might be for men. The study found that golfing women executives feel that the game is not as accessible to women as men in their companies and that golfing women executives are 25 percent more likely than their male counterparts to feel that business golf is more stressful than social golf.
Golf can be intimidating on many levels for both women and men. The terms and scoring of the game are odd to newcomers, the equipment can be technical and proper course etiquette can feel tricky to navigate. Properly introducing newcomers to the game of golf and teaching both the culture and the mechanics of the game from the start is very worthwhile and can make all the difference in taking the stress out of potentially stressful golf course situations.
Learning How
Working with a certified golf professional at a local course can help smooth the learning process or help fill in any gaps in skills and understanding. Many local courses offer effective group and individual instruction tailored to beginners’ needs, with some courses even offering women-only clinics. Some courses also offer weekly women’s leagues and couple’s leagues that serve as great environments for networking, developing playing skills, fostering confidence and growing an appreciation for the game. Leagues provide fun variations on scoring and play and provide a handicapping system that levels the playing field for golfers of all abilities.
Beyond learning the skills necessary to understand, play and appreciate the game of golf, much can still be done by golf course operators to help women golfers feel more comfortable and welcome on the golf course. Men and women have some differing approaches, motivations and preferences when it comes to connecting with the game of golf. It’s important for golf course operators to listen closely to both customer groups and be willing to implement thoughtful feedback in facilitating enhancements that better accommodate everyone. Additionally, large and small business operators need to make sure they are providing opportunities for women in their companies to go out and play. Not only will it help grow their business, but it will assist in developing confident leaders.
It’s just good business.
Matt Kammeyer is the director of golf for the Salt Lake City golf program and its six golf courses.