It has been seven years since Tiger Woods last won a major, and golf’s fortunes "have ebbed in parallel," according to Malcolm Moore of the FINANCIAL TIMES. The number of golfers in the U.S., "by far the world’s largest market, has fallen by a quarter" from a peak in '02 to about 23 million and TaylorMade, the world’s biggest golf club maker, said that sales fell 28% last year. Its parent company, adidas, "has put it up for sale." Wood’s public shaming over his infidelity and his loss of form "also coincided with the financial crisis, which left golf, more than ever, pigeonholed as the preserve of the wealthy." England Golf CEO David Joy said, "These are turbulent times. The decline in golf has been well documented and has been pretty conspicuous in all developed countries, from the U.S. to Europe to Australia." In the U.K., club membership "has fallen from a peak of 882,000 in 2004 to 675,000 this year." The number of golf clubs "has also fallen, but not radically, to 1,930, with 30 clubs closing in the past three years as some sites have been sold off to make way for more lucrative property developments." A decade ago, "this was not what the forecasters predicted." Golf "was thought to be the favourite sport for baby boomers." But in the era following Woods’ decline, wider society "has changed." Playing 18 holes of golf "can take between four to six hours of time" and fewer than ever have the leisure or inclination to spend that much time away from their homes or offices. IMG Golf Global Head of Golf Guy Kinnings said, "Amateur golf needs to be understandable, accessible, affordable and quicker." Golf "remains the sport of business; a good way of carving out time for bonding and dealmaking." But women only make up 13% of golfers, according to research in the U.K. from Sports Marketing Surveys, and only 12% of golf club members are young -- between 15 and 29 years old. The challenge "is how to persuade a generation weaned on computer games and smartphones to spend long hours on golf courses, where patience and prolonged focus are essential." Joy: “We need to understand what the customer wants. There is a considerable amount of work to do to make the first step into golf easier. It is expensive and takes a long time and it is difficult to play" (FT, 9/18).
