It’s Time To Take A Closer Look At The Women’s Golf Market

Double Digit 10 Year Growth More Than 6 Million Strong Source: NGF

…And It’s Time To Dispel Old Stereotypes

A Fresh Face for Golf  Style  Social-Centric Lifestyle  Business Lever

A Growing Diverse and Lucrative Market… Not Homogenously Defined …And Not Easily Defined

Sources: National Golf Foundation; American Sports Data; MRI; National Sporting Goods Association Definitions of “Female Golfer” NGF: Age 18+/ Played one or more rounds of golf in the past year American Sports Data: Age 6+/ Played one or more rounds of golf in the past year National Sporting Goods Association: Age 18+/ Played golf at least one day in past year MRI: Age 18+/ Played golf at least one day in past year +25%+12% +17% +10% (numbers in (000) 1993 MRI Fall MRI Fall 2003 Dramatic Growth In Participation No Matter Whose Number You Believe…

With More Growth Potential On The Way… Source: National Golf Foundation Million Junior Golfers 13.9% Female Junior Golfers 26.6% Female Junior Golfers Million Junior Golfers

In The High Schools Source: Harris Interactive/The Golf Digest Companies Research Resource Center – Conducted April 2004 Base: Schools With A High School Golf Team 82% Of All High Schools Offer Girls A Competitive Golf Experience

…And At The Collegiate Level Source: NCAA Teams in ‘ Teams in ‘ Teams in ‘ Teams in ‘ Increase in Women’s College Golf Programs

But understanding the changing face of women’s golf means more than recognizing participation growth

A New Segmentation Built On Mindset & Lifestyle The Next Generation Country Club Elite 35% 33% Anticipated Spending

Country Club Elite Golf is her favorite of many leisure activities Active consumers with money to spend Embrace & personify the country club lifestyle Have time to pursue their interests “Golf is the best way I know to be with friends, stay active and competitive. My husband and I treasure our membership and the social activities that surround it.”

Country Club Elite Fashionable golf apparel is important to meFirst I’ll pay more at a pro shop for the serviceFirst I usually buy the top brand availableFirst I budget myself more these daysLast I usually play golf on the weekendsLast RANK “Seeking the Best”

The Next Generation Young & Affluent Eager to learn the game and improve Trendy and image conscious Busy lifestyles create a battle for choices “My parents played golf, but I never got interested until I started working. It’s a great way to relax and also entertain my clients.”

The Next Generation I compete against myself when I playFirst I usually play on weekendsFirst I’m a spender, not a saverFirst If I see something I like, price does not matterFirst I often play business golfFirst I am very competitiveFirst RANK “Up & Comers”

Using Golf As A Tool For Networking/Business Source: 2004 Oppenheimer/Mass Mutual Survey of Career Women Golfers – conducted by the GDC Research Resource Center 1,000 career women surveyed from EWGA and GDC Database of Women Golfers 73% agree that golf has helped them develop new relationships and to network 54% say golf has helped them to be more assertive 22% of executive women golfers have closed business on the golf course

Using Golf As A Tool For Networking/Business Executive Women’s Golf Association The Executive Women's Golf Association (EWGA) is a not-for- profit organization formed in 1991 to provide opportunities for women to learn, play and enjoy the game of golf for business and for life. Rapid Growth in EWGA Membership Demonstrates the Vitality of the Golf Among Professional Women

An Advocate for Women In The Game

The Marketing Opportunity

Conclusions: The 5 Minute University

Tapping Into The New Sensibilities Thinking Like Marketers vs. Operators 1.The Women’s Golf Market: A Vibrant; Fast Growing; Youth Infused; Business Lever 2.Luxury’s New Accessibility/Attainability Pushes the High End Further Out 3.Zoomers: 45 is the New 25… Take Advantage! 4.Golf & The Country Club: A Perfect Confluence! Women Zoomers Seeking Today’s Luxuries 5.Prescription for Marketers: Keep It Relevant, Accessible and Timely Five Key Take-Aways