Old school thinking is on the way out
More than women simply playing the game, the AFL Women’s competition (AFLW) is also a story about tapping into what many are dubbing the ‘new female economy’ - an approach that recognises that women form a huge potential market across the board, with sport at all levels being a particular focus.
To see this in action, check out this hugely successful TV ad for the AFLW (below) which was a key part of a campaign developed by a band of brilliant female creatives, including Golf Business Forum speaker Bec Brideson. Bec is one of our country’s foremost experts on marketing to women and will help Forum delegates understand how we can ensure our golf facilities are using gender-balanced strategies to attract and retain female members, players and staff.
From a golf business perspective, how does this push affect your bottom line? Consider this: a recent Ernst & Young report stated that by 2025, women will be responsible for 75% of discretionary household spend. We’re already on the way there and the female economy is a reality that the old school mindset needs to face up to - ignore it at your peril.
Female participation in golf has been a challenge that has been on the drawing board for years at both grassroots and professional levels, but how far have we come? Many in the industry believe we still have a long way to go to deliver truly equal access to the game we all love. Golf Australia have long recognised the need to do more and are leading the charge with its Vision 2025 Strategy, and the appointments of Stacey Peters as female national pathway manager and Chyloe Kurdas as national female participation manager. We are thrilled to have Chyloe presenting on GA's strategic vision at the Golf Business Forum in July.