What Will the Post Coronavirus Golf Industry Actually Look Like?

Initially, there will be a great deal of pent-up demand. However, as the reality of mass unemployment and uncertainty about the future sets in, the demand will drop dramatically as people make very tough decisions about their financial future.

On the plus side, for some courses, and not for others, we will see several hundred courses go under. Obviously, this is devastating for the owners, property owners and members. However, for the golf market, in general, it’s a good thing. Reducing inventory and increasing demand for other locations.

The crisis is likely to have far-reaching effects on the entire food and beverage industry. Managers will have to re-think how to rearrange their clubhouse furniture and bars to create an environment that allows social interaction while keeping social distance.

This crisis should result in an increased demand for people who like to walk when they play. It may also increase demand for single carts, golf bikes, golf boards and other ways players can navigate the course without being in close proximity to their playing partners. Think about how you can meet this need now and how you may need to re-think your pricing.

The vast majority of the golf market is over 60 and, of course, prime targets for the virus. These people are going to demand more safeguards at every turn. Anti-bacterial spray dispensers should be on every tee and every entrance to the clubhouse. Carts should be sprayed down before and after use in full view of customers. Food servers may not be taking their masks off for a long time, if ever. There will be a lot more bowing and elbow bumping and a lot less handshaking going forward.

As I discussed in detail in my Coronavirus Marketing Defense Course (https://tinyurl.com/y8f45l7y), it will be essential that clubs play a central part in the rebuilding of businesses in the local economy. Positioning the club as a champion of local…