How do I know where my potential women customers are?

Unless you are a destination or travel resort, your customer base is usually within an hour's drive (some say -- thirty minutes drive is tops).  To reach those customers, rely on local newspapers for publicity and advertising.  Another source is a marketing partnership with merchants in the area where golfers might shop.  Consider a "Golf 101 for New Women Golfers" at a local sports store or at a meeting of a local association (such as women lawyers or real estate agents).  Think outside the box.  What if every customer at a busy dry cleaners, had a tag on her hanger about women's golf clinics at your facility?  And, don't forget that "word of mouth" is the best advertising for women.  Make sure your facility has a women's association or allies with a national organization such as the EWGA.  (see www.ewga.com)    Please use the FREE HELP LINE for your quick questions about reaching women golfers in your region. 

If you are a destination or travel resort, the marketing is quite different.  Please contact me at the FREE HELP LINE tab for more information.

3.

How can I improve Pro Shop sales?

Click here for Pro Shop Tips on this website.

4.

Why are women's handicaps so much higher (average is 12 strokes higher) than men's handicaps?

Here are some answers:  (1) The handicap ratings are based on "bogey" golfers.  The female bogey (or better) golfer is a much smaller percentage of the universe of women golfers, than male bogey (or better) golfers are of the male golfer universe.  The ratings by female bogey golfers don't refect the average skill of women golfers.  This creates a disconnet between "average" handicaps and what I call "reality" handicaps. (2) Two turf conditions are making the courses harder for women.  The first is better irrigation which decreases roll.  Since most women hit the ball shorter than men, they are penalized on more strokes for lack of roll.  (Note that most women cannot hit to greens in regulation -- the lack of roll really affects them.)  The second factor is shorter grass on the fairways.  Men like shorter grass because it promotes "spin" -- most recreational women golfers never even think of "spin."  The shorter grass makes it more likely that women could take a divot, and women don't like taking divots -- it's making a mess. So we tend to pick-up our head or body and top the ball instead of hitting down and risking a divot.  (3) A third reason explaining the differential is that one-quarter of women golfers play less than two times a year.  That segment is probably a drag on the female averages and handicaps.  But who cares about the handicap differential?  Most women use their handicaps in compeition against other women, and then it's a level playing field.  I am not suggesting any changes to the USGA Handicap System.  I think it works well.  In fact, I wish they could take a look at all their data and make available more analysis.  The handicap software has lots of features that golf professionals at their own courses should be looking at.  For example:  sort handicaps by frequency and see who are your most frequent customers.

5.

How do I know if my course is women-friendly?