What Golf Clubs Have to Learn to Survive

Article by Alasdair Rae, Head of Data at Custodian Golf

At Custodian Golf, we have, over the past 18 months, pulled together what we believe is the most comprehensive golf course database in Great Britain, covering all active courses, more than 100 closed courses and over 200 driving ranges. For each facility, we have data on catchment populations, local competitors, rainfall, frost days, consumer ratings, how much land each facility occupies, and things like flood risk and how hemmed in each course is by physical features such as roads and housing.

However, we also have an extensive data catalogue relating to the geodemographics of each golf course catchment area. The geo-what? Geodemographics. Not many people have heard of geodemographics, but geodemographic classifications are widely used in marketing, advertising, urban planning, retail location analysis, healthcare, politics, public policy and beyond. They're everywhere, driving business decisions every day.

There are many different kinds of geodemographic classifications in use in the UK today, including ACORN (developed by CACI), which stands for 'A Classification of Residential Neighbourhoods', MOSAIC (by Experian) and the ONS Output Area Classification 2021 (OAC), used by Custodian Golf. Regardless of which classification you use, the population is segmented based on geography and demographics, and then each grouping of similar areas is given a descriptive name (e.g. 'retired professionals' or 'legacy communities').

But What Exactly is Geodemographics?

Put simply, geodemographics is the study of people based on where they live, and geodemographic classifications combine data on things like age, lifestyle and income to classify areas.

Once you understand the characteristics of people and places in combination, it is much easier to tailor products and policies to meet local populations' demands and needs.

How does this work in the real world? All the major British supermarkets use geodemographic classifications to target promotions towards particular areas. E.g. a neighbourhood with a high concentration of young professionals might receive promotions on ready-to-eat meals. In contrast, a more family-oriented suburban area might see more discounts on bulk groceries instead.

In healthcare, the NHS uses geodemographic classifications to help plan healthcare facilities and services - e.g. the healthcare needs in ageing former industrial areas will differ from those of younger, inner-urban areas with a high proportion of graduates. This is an obvious fact, but without detailed, localised geodemographic data, it's impossible to truly understand the geographic variations in demand for particular services and then carefully plan service delivery.

So What About The Geodemographics of Golf? And Why Do We Care?

Well, the simple answer is that we're very interested in making sure that golf in Great Britain has a sustainable future, and we want to be able to help those clubs who are currently struggling, as well as assist all clubs in truly understanding their broader markets.

That's why, for each golf club in Great Britain, we have completed a full geodemographic classification of the 20-minute drive time catchment area and drilled down further from the headline 'supergroup' classification (e.g. 'Suburbanites and Peri-Urbanites') to the most detailed groupings of people and areas. For some of the clubs we've been working with, we looked at the geodemographics of their current membership and how this might impact their financial position as time goes by.

Doing this work has shed further light on those clubs we know are currently struggling and those clubs who - due to forthcoming demographic changes - might struggle in the future if they don't begin to develop a long-term geodemographic strategy.

In essence, by analysing the geodemographics of golf, we have gained a nuanced understanding of the differing market segments clubs today find themselves in and identify clubs which might struggle as a result. Our goal, as always, is to ensure that golf clubs survive, thrive and prosper.

For more information about Custodian Golf, please visit https://www.custodiangolf.co.uk/.

Related Content

Why Your Golf Club Could Be at Risk of Closing

1 in 6 Golf Clubs in Britain Face Potential Closure

Sustainability in Golf: Balancing Environmental & Financial Futures

Devastating Impact of Flooding at UK Golf Courses Revealed