Golf Business News – Golf clubs need to embrace ‘radical hospitality’ to enhance customer experience, says NGF CEO
Golf course businesses need to embrace the concept of ‘radical hospitality’ if they are to improve the customer experience and keep more players in the game for longer, says National Golf Foundation President & CEO Greg Nathan.
Speaking exclusively on Syngenta Golf’s Changing the Business of Golf podcast, Nathan reveals how golf courses can improve customer experience and retain players long-term.
Recent consumer participation research from the NGF presents a mixed picture. Of the nearly 27 million golfers who played on a golf course in the US in 2023, six million were beginners or returners – yet there was only a net gain of one million players. This, says Nathan, is evidence of “failed trials”, and highlights an opportunity to improve the onboarding experience and retain more players for longer.
“I often talk about radical hospitality,” he tells podcast host Gary Firkins. “Make no mistake, golf is the hospitality business. From our study we know there are a number of things that have historically held back the growth of the game and a lot of it is about people feeling uncomfortable in the golf course environment.
“Never take for granted at your golf course that a person knows where to go and what to do,” Nathan comments. “Those that don’t – they’re nervous. And being nervous or anxious in any environment is not the way for golf to be sticky.”
Nathan encourages golf course businesses to adopt more of a service-led mentality found in hotels and hospitality, where guest interactions are designed to assist and put them at ease. This approach, he believes, can help keep players in the game for longer and unlock significant revenue for golf course businesses.
New for 2025, Syngenta Golf’s Changing the Business of Golf podcast features industry leaders, sustainability experts and superintendents to identify three actionable changes to shape golf’s future. The latest episode also covers issues around accessibility of coaching and the need to empower and incentivise club staff to sell.