Golf in France balance
In September 2018, an audit on the economic impact of golf in France was commissioned by Ernst & Young Advisory.
This study focused on the levers and actors of golf: tourism, courses, equipment, institutions, tournaments and media.
As a result, the economic weight of golf in France is about 1.5 billion euros per year!
But this turnover remained almost stagnant from 2007 to 2017 (4% increase).
The time has passed from the 80s / 90s when growth was double-digit!
The golf sector employs some 15,000 people, 85% of whom are on permanent contracts.
HABITS SHOULD THEY CHANGE?
Being a member of a club is now less popular, the “modern” player is free of the subscription to a single club to become a consumer “nomad” of several courses by paying the green fee. This can be very advantageous with the purchase of notebooks. The average budget of a French golfer is about 1,700 euros per year (subscription, green fees, equipment).
The number of courses has not changed since the explosion of their construction between 1985 and 1992. However, nine-hole courses and “Pitch and Putt” are popular. Why this craze or interest? Maybe less time-consuming and financially more affordable.
FRANCE IN QUEST TO BECOME A “GOLF DESTINATION”
For tourism, France does not appear as a golf destination as are Portugal, Spain, Morocco, Tunisia or Turkey. Although the world’s leading tourist destination, French golf does not enjoy the excitement of Disneyland Paris, the Eiffel Tower or the Louvre Museum.
ATTRACT MORE LICENSES
The FFG accompanies young high level players to hope to reach the first places in the world and thus arouse public interest in golf and consequently increase the number of licensees who rise slightly each year since 2016 to reach 412,726 in 2018 .
One out of two licensees has been golfing for more than 10 years, but habits are changing.
In the United States, 143,000 professional and amateur tournaments annually raise more than $ 4 billion for charitable organizations. In France, sponsorship golf receipts do not exceed € 8 million, ie less than 1.5% of golf course receipts.
To survive it is necessary to know how to renew itself, the golf does not escape the rule.
Continue the democratization of golf especially with the disappearance of the strict dress code imposed.
Strengthen links with companies in terms of seminars, networking and of course sponsorship / partnership and offer innovative corporate activities such as brainstorming, relaxation or team building.
Ensuring the digital shift, it is clear that for 72% of golfers around the world, digital platforms will have a positive impact on the development of golf. Under 29s are 78% to consume golf information on social networks against only 39% of over 50s.
YouTube’s golf channels play an important role in democratizing this sport. By broadcasting free physical exercises, equipment tests, biomechanical analyzes, or even advice on choosing your next tourist destination.
Youtube channels inform a community of tens of millions of people. The first ten Youtube golf channels alone account for almost half a billion video views.
Virtual reality is also appearing at golfers’ homes, for example, the launch of Aguila Golf, a virtual reality software for playing golf in the United States.
Always confidential today, it is a response to the weather hazard cited by 34% of players as a brake to practice.
The golf courses are also looking to develop this type of digital experience to attract a younger audience like the Bluegreen Perfect Line program which has integrated some practices to a technology allowing players to know in real time the distance (carry and total ), the speed of the ball, the height, the spin or the accuracy of their shots.
Source: 2018 Ernst & Young Advisory
Golf in France balance.