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Demographics
- 90% male: Age 35-44 = 16.9%, 45-54 = 26.8%, 55+ = 45.1%
- 86.3% with household income over $75,000: 44.2% exceed $150,000
Playing Habits
- 88% have played six years or more, with 51.9% playing 25 or more rounds per year
- 53.6% play most of their rounds at private or upper tier municipal courses, with 84.3% spending over $250 per annum on greens fees (24% spend over $1,500 per annum)
- 48% break 90 in an average round (versus 28% of U.S. golfers)
Improvement
- GolfTEC Clients report saving 5-6 shots per round.
- Golf focus is recreation/social along with self-improvement, employing GolfTEC to improve their consistency and lower their handicap
- 69% have taken six or more GolfTEC lessons (versus U.S. estimate of under two per year at all other competitive locations)
- Improvement priorities reflect the more sophisticated nature of avid players: irons/approach shot, short game, and driving
Lifestyle
- Golf web usage high, with 50.2% booking tee times online, 37.2% booking lessons online, and 40.8% using the web for game tracking or handicap management
- Lifestyle purchases index 200+ for luxury brands across all categories of consumables and major purchases (food /beverage /alcohol to apparel, home furnishings, electronics, and automobiles)
Sources: GolfTEC 2007 Segmentation Analysis, GolfTEC 2010 Client Survey, Buxton 2005 Customer ID Analysis, Golf 20/20 NGF Analysis
THREE COMMON BARRIERS TO PLAYER PERFORMANCE
- Misunderstanding effective swing technique — and its application from tee to green
- Lack of objective feedback that leads to sustainable, positive change
- Inability to take solid technique to the course, and maintain it under game conditions
Time-based and utilizing patented technology, GolfTEC's program and plan options are guided by Certified Personal Coaches. In addition, GolfTEC utilizes its proprietary database of over 150 tour pros in each lesson.
Through digital video, motion measurement and bio-feedback technology, GolFTEC's g-SWING feedback turns physical movement into fact-based feedback. Each client's swing is synched with Tour averages to spot game-changing opportunities during every lesson.
FIVE MOST FREQUENT
REASONS
CLIENTS COME TO GolfTEC
- Frustration with trying to improve without coaching guidance
- Desire to identify specific barriers to improvement
- Lack of improvement with one-off, à la carte lessons
- Need to get beyond a plateau in skill and score
- Confusion around relative importance of swing mechanics or technique, equipment and physical conditioning (flexibility and strength)
The immediate connection between player motion and effective swing mechanics is made through a powerful green-yellow-red, on-monitor scoring system. Ready with practical and sequential insight, each GolfTEC Certified Personal Coach™ puts their passion to work with competence and confidence.
A personal WebLesson® is activated during each GolfTEC lesson, capturing lesson history, past swing videos and practice drills. This private website is accessible 24/7 in the personalized Player Performance Center
GolfTEC's Lesson Approach Valued by Clients
- Facilities are recognized by the PGA of America as certified indoor Improvement Centers
- Coaches are nearly all PGA or LPGA Professionals, and all have added to their credentials by becoming GolfTEC Certified Personal Coaches
- Technology that integrates motion measurement is patented, and a proprietary tour player database compares client swings to the most effective players in the world
- Comprehensive fact-based approach builds tee-to-green skills, centered on g-SWING patented teaching system
- Player Performance Center assist in goals set by clients in working with their Coaches, and include valuable practice, establishing of Handicap's and game tracking
- Partnerships with Golfsmith, SI Golf Group, American Express, EWGA and others create opportunities to receive additional benefits as a GolfTEC client
- "Wall of Fame" celebrates individual accomplishment, and the Ambassador Program rewards clients for referring their friends and playing partners
- National network allows improvement to continue even during business or personal travel or relocation.