Business Enquirer Issue 118 | American Golf | Oct'23

NOW IS THE TIME TO HIT UP THE GOLF INDUSTRY

AMERICAN GOLF

Now is the Time to Hit Up the Golf Industry

Research by one of the world’s leading bodies in golf, the R & A, has reported that the sport saw a boom during the pandemic, which has only continued in the following years. 2022 figures highlight a 15% increase in people playing 9 or 18hole golf since 20201

2023 figures are looking healthy too, with tee time management booking company BRS Golf and tee time marketplace GolfNow reporting that more rounds of golf were played in the first half of 2023 than in the whole of 20192

What’s more, official bodies like the R & A have been pulling together comprehensive studies on the positive effect golf can have on health and wellbeing. This research is backed by clubs such as Royal Norwich, who are embarking on a triple-line study alongside the R & A and Professor Charlie Foster to encourage the government to socially prescribe golf as a support to mental health.

AMERICAN GOLF

PROJECT DIRECTED BY: JAMIE WAITE ARTICLE

WRITTEN BY: LAURA WATLING

So, it’s a good time to be in the golf industry, for which Europe’s largest golf retailer, American Golf, can testify.

In 2022, International Leisure Group, the holding company for American Golf Trading, American Golf Leisure, and International Leisure brands reported record results for the year to January 30th, 20223

Recording the best results in its lifetime, total sales topped £166m, up 43.8% compared with the previous 12 months. Whatsmore, the firm saw its physical stores doubling online sales (£108.5 million in store compared with £44.1 million online).

The golf retailer, which stocks a full range of equipment to suit golfers of any calibre, has expanded its physical presence in the

UK and Republic of Ireland to 93 stores, with one recently launching in Doncaster. American Golf Doncaster’s implementation of innovative technology displays the organisation’s commitment to customer experience.

Featuring two custom fit bays, customers can benefit from its Foresight Sports GC3 golf launch monitor, featuring a threecamera system that delivers ball and club performance data with industry-leading precision.

Supporting customers, the store also has Visio Putting training aids, (developed by PGA Master Golf Professional and Specialist Putting Coach Phil Kenyon) which allow players to hone their skills and focus on how to increase the precision of their putting in-store4

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R%26A%20Global%20 Golf%20Participation%20 Report%202023.pdf

2 https://www.thegolfbusiness.co.uk/2023/08/ukgolf-participation-strongin-first-half-of-2023/

3 https://www.thebusinessdesk.com/northwest/ news/2095977-americangolf-reports-record-results-with-plans-to-open30-more-sites

WHETHER IT'S RETURNING BACK TO A FORMER GLORY, OR THAT ONE OFF CUSTOM DESIGN. WE DO IT ALL.

Visitors to the store can also benefit from the new iPING 2.0 app which gives players the ability to measure what can’t be seen with the naked eye, ensuring golfers experience a tour-level putter fitting. For those not based in Doncaster, American Golf offers the in-person experience across the UK, and regularly hosts brand fitting days, such as the Titleist fitting days which took place in August and September.

The events gave golfers of any experience the opportunity to meet with Titleist tech specialists, who could guide shoppers through the full range and advise on suitable clubs.

The brand specialists are able to identify the most suitable head and shaft models for a customer’s swing before customising the loft, lie, weight, balance and grip.

In addition to its stores, American Golf has six state-of-the-art golf complexes (Rossendale, High Legh, Hemingford, Wythall, Chadwell Heath, and Barnehurst). The complexes have been designed to offer a first-class experience for golfers of all ages and abilities. Each site boasts a driving range fitted with the latest Toptracer technology, a fully stocked American Golf store, and a range of leisure facilities designed to encourage participation across generations.

www.americangolf.co.uk

https://www.businessdoncaster.co.uk/news/americangolf-doncaster-swings-open-its-new-doors/