The R&A’s Chief Development Officer insists we don’t talk enough about the game’s social and health benefits…
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
Golf must get on the front foot and shout relentlessly about what’s good about the game.
That’s the mantra Phil Anderton, The R&A’s Chief Development Officer, is trying to instil as he aims to broaden the sport’s appeal and “sell” its physical and mental health benefits.
Speaking following the release of Iona Investigates, a three-part YouTube documentary which sees presenter Iona Stephen examine the physical, social, and mental health benefits of playing golf, Anderton said the sport had a habit of talking to itself and must work to widen its reach.
“Ultimately, what we want is more people playing this great sport more frequently,” he said.
“Like any good brand or activity, you’ve got to go out and sell yourself and say what is so special about you.”
A landmark Golf and Health report, backed by The R&A, revealed some astonishing findings: that golfers, on average, lived five years longer; that regular rounds could prevent and help treat up to 40 major chronic illnesses; and that the sport could have profound effects on mental wellbeing as well as and strength and balance.
Anderton added: “We need to go out and start talking to existing golfers to get them to play more frequently, then to start bringing back lapsed golfers, and then to go out to people who perhaps play other sports but, for whatever reason, haven’t thought about golf.”
“If you’ve got some something about your brand that is strong and positive you’ve got to tell that story – and not just do it once,” he continued.
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“We’re in a competitive market and all the other sports and activities are promoting themselves. Cricket does a very good job, in my opinion, of promoting itself through things like The Hundred and T20 and we’ve got to be out there.
“We’ve got to have our federations, The R&A, and our partners – like the PGA – just shouting relentlessly about what’s so good about golf.
“I’d be looking in the future to have the top players, Matt Fitzpatrick and Rory McIlroy and all other great players, talking about golf and health. The people who used to win, Sir Nick Faldo and Jack Nicklaus talking about the impact golf has had on their health.
“I would want to engage with big brands and get them to partner up with golf and talk about – again – the health benefits that golf can bring.
“We’ve got our ambassadors. We’ve got Niall Horan and Gareth Bale.
“Between Gareth Bale and Niall Horan alone you’ve got 200 million people [and] being able to get the messages out through those types of avenues is going to be really important.”
Anderton said that message, ultimately, needed to go even further – and explained that another key area to target would be legislators.
“We’ve got to convince governments around the world that golf not only has an important part to play economically, but also in the sustainability agenda, and [that] it’s a force for economic and health benefits and get them to see golf as a force for good and invest in it.
“So I think it’s across a whole range of means and just to do it relentlessly so that when people think, ‘what am I going to do with my spare time? I’m going to play golf because it’s fun. It’s a way to make friends with people. It’s a way to achieve things, but ultimately, I can improve my health while having fun.’”
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
Get involved in the debate. To join the GCMA, click here, or to organise a call with a member of the GCMA team, just complete this form and we’ll be in touch!
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