KPMG prognostiziert Einbrüche im Golfmarkt

Die Wirtschaftsberatung KPGM  sieht Signale für Einbrüche im europäischen Golfmarkt.  In Deutschland sei zwar ein Zuwachs von 1,8 Prozent diagnostiziert, der Zuwachs beruhe hier aber besonders an der herausragenden Zahl an Frauen als Golfer in Deutschland. Die Ergebnisse von KPMG im Einzelnen:

European Golf marketing report from the International KPGM Economic Office:

The report include:

What’s next for golf in Europe?

While golf is not considered a bellwether for economic conditions in Europe, there is little doubt of the cause-and-effect link between the economy and the success of golf as a participation sport. The number of golfers in Europe has more than doubled in the past 25 years, buoyed by economic growth and the spread of the game to both developed and emerging economies. However, in 2011, European golf experienced its first fall in participation in more than two decades.

While we expect 2012 to remain a tough year for Europe’s golf market, a recovery in the Eurozone and an overall upswing in the world economy would play an important part in the uptake of golf by new and returning players. However, the timing and nature of such a recovery is obviously difficult to forecast.

And although much of the golf market stagnation in Europe may be attributed to the overall economic climate, continued support and investment in new programs will be needed to sustain demand and generate further growth in the game, especially in mature and developed golf markets.

Golf clubs need to proactively and effectively face up to the challenging economic climate to retain members or attract new golfers. Based on our survey, rather than introducing youth and family promotional programs, 30-40% of Europe’s operators and club managers actually increased prices in 2011. On the other hand, more than half of clubs have not invested in improved marketing – and (somewhat surprisingly) many have not yet capitalized on the opportunities provided by online marketing and social media.

 

Today, there is a need for joint efforts by industry stakeholders – arguably more so now than at any time in the past two decades. Theref

  • After more than 20 years of growth, Europe’s golf market experienced the first decline in golf participation, with a net loss of 46,000 registered players in 2011.
  • Nine countries experienced a decline in the number of registered golfers, but the most significant falls were in three large golf markets: UK & Ireland -42,700 (-3.1%), where the number of golfers has been falling since 2007, Sweden -21,000 (-4.1%) and Spain -9,700 (-2.9%).
  • Some countries have counterbalanced Europe’s overall decline in golf participation: Germany
  • +10,800 (1.8%), the Netherlands +7,600 (2.2%), Finland +4,600 (3.6%) and Eastern Europe’s
  • most established golf market, the Czech Republic +3,500 (7.6%).
  • Despite their potential, the growth in demand for golf in Eastern European countries was insignificant, in absolute terms, in 2011.
  • German-speaking countries1 and the Netherlands, remain flagship markets for female participation, with more than 30% of players being women. Female participation is also high in these countries in absolute terms, providing a total of 430,000 women golfers (40% of the total in Europe).
  • Some emerging markets encourage golf participation through junior programmes, which is reflected in the notably high share of junior golfers in some countries (e.g. Turkey, Serbia, Greece). While in absolute terms this represents only a few thousand young players, this is a potentially important factor in the future development of the game in these countries.
  • No countries experienced a significant growth in golf supply, but some new courses opened in Germany, the Netherlands, the Czech Republic and Poland, for example!!!!

 

 

 

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