The most critical area for the industry to address in terms of the growth of the game is adult player development. GOLF 20/20’s extensive research indicates a latent demand of people interested in getting into the game or getting back to the game—people just looking for the right recreation vehicle or the right motivation. The challenge is to design a program to address both attraction and retention, one that makes the first step easy and affordable to take and keeps people in the game by overcoming the issues that causes them to leave.
This is the challenge that the industry took up after GOLF 20/20 reported these findings in its first conference in 2000. And now, a variety of programs exists to meet the needs of adult golfers.
