A Data-Backed Discussion on Golf Inclusion & Participation with Stuart Lindsay

Stuart Lindsay has been in technology and data-driven marketing research since the early '80's. He's one of the golf industry's foremost thought leaders on data-driven golf operations and decision-making.

Today, we're digging deep into where the golf business has been and where it's heading...and most importantly, what club owners can do about it.

2019 Changes to the Rules of Golf

Stuart's of the opinion, just like Rory McIlroy, that the rules are the rules...deal with it. At first, I was surprised that this was his opinion. Stuart is a big proponent of making golf accessible and compelling to the next generation of players. As we talked further, he made it clear that the rules themselves are not the issue making newcomers feel confused or overwhelmed - it's more in the messaging and our on boarding processes. Many the rules, especially those having to do with etiquette, are designed around safety, pace of play and convenience. If our messaging would do a better job of clarifying, he believes that the rules would not be nearly the sources of confusion that they are today.

In fact, things like our focus on medal play rather than match play seems to be perpetuated my media coverage of the major tours. Match play simply isn't conducive to television.

Using Data to Drive Golf Facility Business

Stuart has many years of experience consulting with and performing research for golf facilities - marketing research, feasibility studies, comparisons, operations reviews, etc.

As his career has taken him through various technological endeavors, he's well equipped to speak to the importance of data-driven decision making in golf operations.

Data allows club owners to understand the ecosystem that they exist in - their customers, competition, and potential differentiators.

"Data is going to do nothing but become more and more important" - Stuart Lindsay

The problem is that aggregated data in the golf industry is extremely hard to come by. Rounds, spending, and participation data is complete fragmented largely because point-of-sale systems haven't evolved to the point of truly integrating their respective data sets yet.

Stuart points out the importance of comparative data - simply measuring performance relative to prior weeks, months, years in real-time will prove to be a game changer for golf facilities.

He also points out that club operators need to be paying attention to this stuff and who is "owning" their customer data. Companies like Google and Facebook, as well as 3rd party bartering systems are really good at selling off customer data. This can drive a wedge between your club and your customers if you're not careful.

This conversation was fascinating for all of us at KPI Golf considering what we have on the horizon. We're rolling out performance tracking and real-time data technologies that even the smallest facilities will be able to afford.

If you'd like to reach Stuart at Edgehill Golf Advisors or Pellucid, he can be reached at (262)241-7088.