The chain of golf-centric entertainment venues is looking to boost its female clientele from 32% of all visitors to 50% by planning classes with six women and one instructor, to provide a more social atmosphere.
Topgolf has seen success in the last year, but is interested in continuing to move forward. In 2015, 32% of the people who visited Topgolf were women, and it wants to get that number to 50%, the St. Augustine, Fla.-based Golf For Her reported.
To try and figure out how, they looked at what’s keeping women from playing golf and what they’re doing in their free time instead. Director of Business Strategy Jeehae Lee said they found the following: Women are intimidated by how many more men play golf than women; women don’t like that golf is so individual, and there aren’t enough attractive clothing options. Inversely, Topgolf asked women who do play why they continue to play golf. Overwhelmingly, Lee said their reasoning was other people—as in my partner plays, my children play, my dad played, my friends play, Golf For Her reported.
Topgolf found that in their free time, women are taking on a lot of athletic activities like yoga and spin classes, but not golf lessons. The element that separates these classes from a typical golf lesson is the same thing that’s keeping women in the game right now: it’s a social atmosphere, Golf For Her reported.
You know how you can drop in whenever you want to a spin class? Topgolf wants to have the same structure in group women’s lessons. They don’t have a concrete plan right now, but they’re planning to offer classes with roughly six women and one instructor, to provide a social atmosphere while still giving everyone enough personal attention. And, because cocktails never hurt, there are likely to be some lessons with little bonuses, like happy hour. While this plan isn’t directly getting women onto golf courses, it will hopefully get more women swinging golf clubs, Golf For Her reported.