Golf 2.0, a 2012 strategic plan of the PGA of America, is a targeted, focused, long-range strategic plan for the golf industry to substantially increase the number of golfers, the rounds of golf played and the revenue generated from golf over the next decade among current and potential consumers of the game. The goal of Golf 2.0 is to increase the number of golfers from the current level of approximately 26 million to 40 million by the year 2020 while growing the relevance of golf in America.
Golf 2.0 will build toward that goal on three core strategies:
- Retain and Strengthen the Golfing Core;
- Engage the “Lapsed”; and
- Drive New Players.
These strategies are comprised of 12 distinct strategic initiatives for driving growth, each of which provides golf facilities with a blueprint for deepening their engagement with current customers, connecting with potential women customers, targeting kids and minorities, and more. Through its membership of 27,000 PGA Professionals, The PGA of America will spearhead these strategic initiatives.
Underlying all of the initiatives of Golf 2.0 is a substantial training effort. The PGA of America has revamped its member education curriculum so that it focuses on educating PGA Professionals on the three core strategies of Golf 2.0 and how to conduct their business in new and creative ways. The education of the industry at large – employers, manufacturers and allied associations – must also be undertaken to ensure a collaborative approach to this “re-set” of the golf experience for future generations of customers.
Click Here to view the Golf 2.0 “It’s Personal” Player Development Playbook!