As we do with every project, we do a deep data-dive before we present our findings. On this subject, we wanted to collect as much information from as many sources as possible to formulate a representative profile. We’ve been a little slow to share these conclusions, but we now believe it’s time. It’s time to celebrate the purchasing power of the aging —senior— golfer. Why?
We truly feel like we represent you, and as such, endeavor to publish and create content that will help you “play smarter, better, for longer” (which is our trademarked mantra). We push manufacturers and suppliers to pay attention to the largest of the market segments, and that’s us. We want them to also understand that while young PGA Tour lads may drive technological developmental direction, the market application of those advances may just be found in the over 50 years old demographic. We can confidently say that they listen carefully to us, are occasionally annoyed (😊) by us and…respect us. We are careful to be brand agnostic (particularly with regards to equipment and balls) and as bias-neutral as we can be. It serves us well. We are damned good at this, and sure, tooting one’s own horn has a place. This is such a place.
With that, we now share a few data points with you. These findings are proprietary to us, and the use of them is informational. We have relationships with a lot of disparate sources, and when we meld these together, we create an independent and astonishingly robust profile. We assure you that no other group has done this. Cool, eh?
Some bullets:
· 62% of every private club pro-shop dollar on soft goods (hats, shirts, socks, shoes, gloves etc.) is spent by folks/members over 50. Gulp.
· 57% of every dollar in same category as above in street level or internet is spent by folks over 50
· Golf balls? Stop it! 58% overall is purchased by this demographic. (Same %’s with pro-shop or off-course.)
· Hard goods…clubs, shafts, grips? 52% by the senior demographic. This is up by 4% in five years for the senior category and the reason is one word: shafts. The technological advances show advantages disproportionately benefiting the older player.
–some notes:
v Pro-shop loyalty is a real thing with senior players, mainly as the senior player has likely been a member of that club and understands the necessity of the club pro-shop. This is particularly true with logo’d apparel.
v Golf shopping on the internet is a real thing and a hard horse to tame. We are working on an article focusing on the number of clubs purchased on line for which the “fit” is good. (It’s low to low-average, by the way!)