Currently, the art of expanding the reach of golf rests in the hands of industry stewards who are most often die-hard enthusiasts or seasoned players. Bound by their passion, these individuals frequently hit the greens, playing twenty-five to one hundred fifty rounds annually. This level of commitment molds their perspective, leading them to project similar habits onto others. Nevertheless, the notion that certain players may grace the fairways only one to eight times a year, despite possessing boundless access through the season, seems inconceivable to those whose lives revolve around golf.
Golf professionals have poured their hearts and souls into this venerable sport, making it nearly inconceivable for them to step into a non-golfer’s shoes or break away from their ingrained golf-centric perspective. Their passion is interwoven with their identity, making their allegiance to the sport as innate as any other facet of their lives. Illustrating this point, we highlight to our clients that they should be ready for the astonishing fact that ten to twenty percent of new members might never retrieve their membership cards. The sheer disbelief etched on golf professionals’ faces upon hearing this, speaks volumes to the enormous surprise this reality is to them.
The sage advice of our elders, “It takes one to know one,” perfectly encapsulates our approach at MMC. Unlike our counterparts, we purposely don’t staff our team with golf professionals. Our goal is to reflect the market we serve, finely attuning ourselves to the desires and necessities of casual and non-golfers. Through this strategy, we’re not just on par with our clientele; we’re in the game with them, actively engaging and resonating on their terms. Our proven track record since 1991, bolstered by partnerships with over a thousand clients across both the golf and health club sectors, is a testament to our methodology’s power.
Delving into the fitness sector, we steered clear of hiring workout enthusiasts or health zealots. Instead, we sought out representatives from the very demographic we aimed to serve—the inactive populace, affectionately termed ‘couch potatoes’, because they constituted our primary audience. While health clubs were already a magnet for the fitness-aware crowd, we recognized that this segment was not sufficient to fuel substantial growth. Prior to MMC’s intervention, it was the vast, yet overlooked sedentary market that held the potential for explosive expansion within the industry.
The golf sector mirrors this reality, with a limited circle of committed golfers contrasted by a boundless expanse of untapped potential among casual players and those yet to experience the game’s allure. This burgeoning audience, ripe with anticipation, stands ready to embrace everything golf has to offer—from equipment and attire to cutting-edge gadgets, subscription services, live events, and instructional opportunities—if only the message is conveyed in a language that resonates with them.
At MMC, we remain blissfully unencumbered by the intricate tangle of industry politics, celebrated champions, or the latest buzz that captivates golf’s inner circles. We direct our undivided energy toward ushering new golfers into the competitive space of golf at facilities nationwide by connecting with the overlooked casual and non-golfers. Should you seek the latest champion of a major tournament or be curious about the grand prize—we suggest consulting a golf expert. But if your goals include introducing 1,500 to 5,000 fresh golfers to your course within the next ninety days or if you aspire to captivate millions of new customers with your golfing products by strategically targeting golfers from all four segments, i.e., core, avid, casual, and non-golfer—don’t delay, call MMC today!