- We specialized in identifying, engaging, and acquiring casual and non-golfers. There are four types of golfers: core, avid, casual, and non-golfers (consumers) in every market.
- Core golfers are golfers who play 50 – 100 rounds and use their calculator to make the decision whether or not to buy a membership, an annual pass, etc. In short, these customers play the most and spend the least.
- Avid golfers a.k.a weekend golfers will play 25 – 50 rounds a year. They troll the internet and third-party tee-time websites for the cheapest round they can find. They buy fast food on their way to the course and when they finish their round, they go straight to their local bar or restaurant to end their day. These golfers spend very little in the course’s profit centers and their loyalty is given to their third-party tee-time vendor.
- Casual golfers golf 8-12 times a year. These golfers are the big-time spenders. They know they will only golf a few rounds each year and want to enjoy the experience to the fullest. They shop freely in the pro shop buying staple items like gloves, balls, tees, clubs, shoes, apparel, logo balls, caps, etc. They hit range balls. They buy drinks and food from the restaurant, ride in a golf car, and buy snacks from a cart girl. They end their round and head straight to the clubhouse to eat and drink with their buddies.
- Non-golfers (consumers), these golfers may play 1-6 times a year, in some cases, these consumers have never played a single round. This group will follow the same spending patterns of the casual golfer since it was probably a casual golfer who brought him/her to the course.
The key to growing the game, your business, and your golf career is balancing your tee sheet and books with the right combination of all four groups of golfers. This is what MMC® does.