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A toolkit to establish a more inclusive culture in golf

#FOREeveryone RandA.org/FOREeveryone Toolkit

FOREWORD. WHAT WE WOULD LIKE FROM YOU.

This toolkit represents step one in a long journey The R&A, national associations and The PGA are embarking on together. While this campaign has been designed to offer long term support, we would love you to initially perform five simple actions.

MARTIN SLUMBERS Chief Executive, The R&A

It is my pleasure to introduce you to this toolkit, which is a MARK KENNELLY critical document as the golf industry seeks to safeguard Chief Executive Officer, Golf Ireland our sport for the future by creating the conditions to attract Golf Ireland are committed to transforming golf into a sport that more women and girls. is fully inclusive at all levels and the Women in Golf Charter will 1 2 3 4 5 I hope you find this an informative and useful manual, representing play a significant role in reaching that goal. Promoting equality industry best practice and linking to a suite of assets and Resource Portal, is a key priority and Golf Ireland will lead by setting examples all of which are designed to help clubs and facilities approach the idea READ THE REGISTER CONSTRUCT YOUR and standards in equality and inclusivity, ensuring that these USE THE ASSETS TALK TO US of cultural change. TOOLKIT INTEREST OWN STRATEGY standards are the benchmark for the sport right down to club This crucial step is but the first in an ongoing journey of support which and grassroots level. The R&A, the national associations and The PGA are committed to, There’s a lot of We want as many clubs Use the advice contained Once you have set your We want your feedback. providing all affiliates with the advice and materials they need to join We are committed to various objectives in the areas of Culture, information in here, but as possible to come in the toolkit and start strategy, start using This campaign is here us in tackling this critical issue into the future. Leadership, Participation and Visibility as part of the Level Par it represents the most with us on this journey. thinking about how it the rest of the assets to stay, and we want to programme, supported by Sport Ireland and Sport NI, and we will work current best practice Registering your interest could help define your provided to help you know how we can make The Women in Golf Charter has been created to inspire an industry-wide collaboratively with the Home Unions in GB&I and The R&A to ensure a advice and research the on the Resource Portal strategy. Use the timeline deliver it. it work for everyone commitment and conversation with the ultimate goal of enabling more vibrant, inclusive and accessible sport for women and girls on the island industry has to offer, all will allow us to stay in on page 46 and the connected to the sport. women and girls to maximise their potential at all levels of the sport. of Ireland and further afield. in one package. regular conversation and ‘Campaign Guidelines’ Use the contact details #FOREeveryone creates a more accessible narrative behind which Golf Ireland became a signatory of the Charter in anticipation of its for updates on advice, asset to start thinking on page 49 to give us the golf industry can unite and through which existing and prospective establishment and is now calling for all golf clubs to engage with the assets and content to be about how your strategy your suggestions on how golfers can engage. initiative for the good of the sport. This was the first of many steps in provided regularly. can be rolled out. we can make it even creating the cultural change required to see golf flourish in all areas for better, #FOREeveryone! This campaign, we truly believe, can help us change the face of golf many years to come. across the globe, for the betterment of our sport. I hope you can join We look forward to supporting clubs in this area through educational us in harnessing its power to change the game forever. workshops, resources and direct support by one of Golf Ireland’s #FOREeveryone Development team. 3 Toolkit Toolkit

CONTENTS. OVERVIEW. Overview Participation Programme 6. Introduction 36. Coaching and Participation 7. What is Gender Balance? 38. Community Engagement 8. Reasons to be More Family Friendly 39. Participation Resources 9. Women and Girls in Golf - Current Status 40. Working Together for Joy in Jordan - 10. Enville Golf Club - Case Study Case Study

#FOREeveryone Marketing 12. Introducing #FOREeveryone 42. What’s the Message? 13. Becoming a Charter Signatory 43. Social Media Marketing 14. Examples of Charter Commitments 44. Website and Email 15. #FOREeveryone Resource Portal 45. Advertising and PR 16. Charter Champions 46. Direct, OOH and Word of Mouth 1 7. Campaign Resources 4 7. Club Marketing Resources 18. Winning in Wales - Case Study Suggested Campaign Timeline Club Environment 49. #FOREeveryone Activity Timeline 20. Understand Your Strengths and Weaknesses 50. #FOREeveryone Campaign Timeline 21. Understand Your Target Audience - Girls 52. External Communications 22. Understand Your Target Audience - Women 53. Get in Touch 23. Customer Experience 33. Club Management 34. Club Environment Resources

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THE WOMEN IN THE OPPORTUNITY WHAT IS GENDER GOLF CHARTER: BALANCE? AN INTRODUCTION 36.9 Million latent female golfers around the world 1 Gender balance or gender equality is a challenge for Takeaway: With the right offer, organisations globally. In many areas of public and private life, The Women in Golf Charter was launched to increase some of these golfers could join your club. women face greater challenges than their male counterparts women and girls participation in golf and to encourage and golf is no exception. more opportunities for women to work in the golf industry. $35 Billion Fewer than 1 in 4 golfers globally are women and the golf industry is This toolkit has been inspired by that commitment and provides clubs male-dominant. Striking a better gender balance will not only benefit the and facilities with the support and materials they require to develop Potential value of latent female golfing economy by introducing more players to the game, it will bring 2 a more inclusive culture. Simple-yet-impactful changes in the way we golfers worldwide to the industry diversity to the workforce, boost productivity and expand the talent pool. operate and communicate will allow golf to strike a better gender Takeaway: The opportunity for your club to balance, change perceptions and increase participation. generate added revenue is significant. While many participation schemes do exist, without cultural change their impact will be diluted. Balance means addressing conditions which are This guide will give golfing facilities of all shapes and sizes the knowledge a barrier to equality. At times this may mean going even further when and tools and to unite with other industry stakeholders behind one presenting opportunities to women and girls than we would men and boys. common cause. As shown in the following pages, change does not have 8.5 Million to be costly, and even small adjustments can build a brighter future. People in the UK between the ages of Industry-wide collaboration and sharing of knowledge will bring about 15-64 interested in taking up golf 3 change in the quickest way possible. This is the very purpose of this toolkit and the #FOREeveryone campaign. Takeaway: There are women near you who are interested in playing. 5% Golf currently only appeals Fewer than 1 in 4 golfers 4 to 5% of women in the UK globally are women and Takeaway: Without a change in perceptions, a challenging future may lie ahead. the golf industry is 1 . The Global Economic Value of Increased Female Participation in Golf, Syngenta, 2016 male-dominant 2. The Global Economic Value of Increased Female Participation in Golf, Syngenta, 2016 3. Growing Golf in the UK, Syngenta, 2013 6 4. The Opportunity to Grow Golf: Female Participation, Syngenta, 2014 7 Toolkit Toolkit

REASONS TO BE MORE FEMALE FRIENDLY. WOMEN AND GIRLS IN GOLF – CURRENT STATUS.

The R&A’s Women’s, Girls’ and Family Participation in Golf: An Overview of Existing Research (2018) highlighted areas of consideration for FUTURE Until most recently, the number of registered golfers had declined in each home nation, as the golf industry to attract more women and girls to the sport. Below are its key findings: competition for consumer free time and attention increases. A more welcoming environment for PROOFING women and girls golfers and conditions to retain them could see participation continue to grow. PARENTS AND FAMILY CULTURE COACHING Parents are the chief factor underpinning families’ Coaching delivery should be appropriate to the age and likelihood to play golf. These decisions are made abilities of all participants. Sessions should focus on the ENHANCED Stereotypical perceptions of golf still exist and are damaging to the sport. With adoption of new measures, golf can build a more modern image, unlocking more based on perceived benefits to health, education identified wants and needs of participants and thus be REPUTATION interest and commercial benefits as a result. and social wellbeing. player-centred and enjoyable for all.

THE SOCIAL ASPECTS OF GOLF ROLE MODELS HEALTHIER Research shows that companies with greater gender balance at boardroom level exhibit Forming friendship groups is vital to continued The success and visibility of role models is a motivating DECISION superior decision-making. Encouraging more females into positions of authority within participation. Buddy schemes help new participants factor for people to play the game, particularly those MAKING the golf industry will encourage better business performance. integrate and opportunities to socialise are a particular who have never played before. driver for women and girls.

INCREASED Latent female golfers worldwide are estimated to be worth $35 billion to the industry. TIME AND COST THE EVOLUTION OF GOLF As women and girls make up only 24% of all active golfers (and just 15% in GB&I) REVENUE there is appreciable untapped revenue to compete for. Families today tend to pursue less time-intensive and Golf has a difficult task of maintaining its heritage more accessible leisure activities. Generally, the modern while evolving to meet modern consumer demands. consumer is seeking a more casual, less challenging This has created demand for a greater variety of golf and less expensive pursuit than traditional golf. clubs playing non-traditional formats of the game. SPEAK TO Women are often the key decision makers when it comes to how families spend their THE FAMILY leisure time and money. Increasingly holding the purchasing power, it is important golf THE EXPERIENCE ECONOMY SETTING UP FOR SUCCESS DECISION-MAKER speaks to an audience of women and girls more than ever. Consumers are now more likely to prize experiences Priority parking, childcare provision, play areas, over possessions and memories over memorabilia. family-based coaching and open days, subsidised The experience is now the product clubs and passes for families and the quality of facilities are some BECOME Given that women’s sport is now more visible than ever, thanks to events such as the FIFA facilities are selling. of the items high on the priority list for families today. PART OF A Women’s World Cup, Olympic Games and Solheim Cup, it is important golf presents itself MOVEMENT as a viable option within this growing movement. Read The R&A’s Women’s, Girls’ and Family Participation in Golf: An Overview of Existing Research READ NOW

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CASE STUDY ENVILLE GOLF CLUB, ENGLAND.

Building on their work, they showcased golf to a younger #FOREeveryone Blessed with a prime heathland location on • generation by participating in England Golf’s Girls Golf the edge of the Black Country, Enville Golf Rocks scheme in 2019. Importantly, parents could socialise, “Our women’s section has been Club has traditionally boasted a thriving keep warm and enjoy a drink in the clubhouse as the girls invigorated and enthusiasm has women’s section. Particularly in the 1990s played, making them feel welcome too. really increased,” Heather Mulley CAMPAIGN. and early 2000s, the Staffordshire venue • Enville also signed up to the Women in Golf Charter and gained full Board support to include increasing female enjoyed notable numbers. participation into their business/strategic plan for at least As they continue to actively grow female golf, key five years. learnings from their experiences include: Yet, as experienced by many clubs in the UK, a decline With two 18-hole courses to utilise, Mulley adds, in females set in, mainly due to age demographic and Listen and be approachable – mentoring partnerships has “Golf can be a challenge and we recognised the huge • new blood not coming in to fill the fairways. It was a been key to the success of Enville’s Academy problem to address. Having previously hosted leap from having lessons or using a driving range to Open Regional Qualifying from 2007-11, another event going out on the course or becoming a member of a • Provide a welcoming environment and make amendments to dress rules to accommodate guests in the clubhouse ultimately acted as a catalyst to transform their club. We therefore set up a new set of blue tees on our women and girls’ sections. Highgate course to ease beginners into the game. • Use social media to promote activities regularly Join local groups in and around your club and visit local We also offered the cost of the Academy at £300 • “We were lucky enough to play host to the Girls’ schools to promote schemes Amateur in 2017 which really engaged interest in, for the first year and £200 for the second year, and particularly my interest in, women’s participation as a discount of £500 off our joining fee if they • Use all resources from governing bodies and tailor to suit in the sport,” admits Heather Mulley, the club’s general became members following the Academy years.” your club where necessary manager. “It was truly inspiring to see girls from all Mulley, the GCMA 2019 Manager of the Year, offers the over the world.” WHAT HAS THE WORK ACHIEVED? last words: “And get your ladies’ section on board – • Seven beginner Academy players joined as full members our section was fantastic!” Passions ignited, Mulley and her team set about their • Junior girls increased from 6 to 14 within three weeks of work quickly and effectively. running Girls Golf Rocks WHAT DID ENVILLE DO? • Two women joined other clubs to help grow the sport • From 2018, the club set up a Ladies Academy. One or two- year membership of the Academy was offered, including • Other family members have also joined – lessons and use of the practice facilities. All equipment including four full members (husbands) was provided, with a ‘mentor’ from the ladies’ section to • Provided a new source of income for the offer encouragement on the course and ease any nerves. Pro shop with lessons and club sales

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INTRODUCING BECOMING A CHARTER #FOREeveryone. THE SUPPORT SIGNATORY. WHY SIGN UP?

While the Women in Golf Charter provides the impetus for How #FOREeveryone will support clubs and facilities: Signing up to The Women in Golf Charter is an important step in Why sign-up to The Women in Golf Charter? change, #FOREeveryone represents a creative approach to unite fully integrating your activity with the #FOREeveryone movement, Become part of the #FOREeveryone the industry behind a single campaign. Create a single brand identity to unite golf’s efforts allowing you to leverage the widespread exposure it will create. movement which will signal your commitment 1 to get more women and girls into the game As a continued support mechanism, it will ensure you are provided 1 to the women and girls game #FOREeveryone will encourage facilities and organisations to sign-up to with the necessary ongoing support and materials as you work the Women in Golf Charter and work towards the achievement of their towards your goals. own ‘Charter Commitments’. It will also provide the promotional assets so Join some of golf’s leading organisations Provide a suite of materials which clubs can use clubs can communicate their intended changes with their members and which are already supporting the 2 to organise and promote their own activities Signing up to the Charter and becoming part of the #FOREeveryone movement 2 start a conversation within their own facilities and, eventually, can begin Women in Golf Charter using to attract more women and girls. is simple: 1. Once you have finished reading the toolkit, visit the #FOREeveryone Allow for connected campaign promotions across #FOREeveryone is a long-term project, and our first goal is giving clubs Resource Portal Receive access to a full suite of assets the chance to make internal changes where required. If this means your 3 The R&A, national associations’ and The PGA’s 3 which will allow you to build your own club doesn’t start using assets to speak to external consumers or even social channels, websites and databases 2. Register your interest in becoming a Women in Golf Charter signatory #FOREeveryone activity members right away, that’s OK. Focus on building an achievable strategy 3. Registration will provide you with access to further assets, which you can with progress as its driving force. Generate support from the wider golf industry which use to start building your own strategy Start attracting more women and girls, can, in turn, communicate #FOREeveryone and the 4 4 and smash your Charter Commitments opportunities being created to a much wider audience 4. In the meantime, The R&A will communicate your interest to your national association who will be in touch to confirm your Charter commitments and offer further assistance in planning your #FOREeveryone activity Generate exposure with media and influencers in 5 support of the drive to get more women and girls into 5. Once received, display your Charter Signatory Certificate with pride to golf with a consumer campaign, set to launch in 2021 inform all of your members

Unsure your club is ready to make commitments as a Women in Golf Charter Signatory? You can still register to find out more, get access to more #FOREeveryone materials and we’ll put your national association in touch to discuss the opportunity further.

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EXAMPLES OF CHARTER COMMITMENTS. RESOURCE PORTAL.

We would encourage all clubs to choose Charter commitments which are realistic and most appropriate for them. However, All assets mentioned within this toolkit to help you below are some examples of commitments current Women in Golf Charter signatories have found to be most impactful. plan your own #FOREeveryone activity are easily downloaded via the Resource Portal.

There you will find guidance on how best to use these assets, Membership which Making peak Making the switch from brand guidelines and logos. means equal access tee times equally gender-based tees to If you are a not yet signed-up to The Women in Golf Charter, for men and women available to all members ability-based tees you will be given the opportunity to register your interest in doing so upon accessing the Resource Portal.

All current signatories are listed there, so log-on and check Increasing female out how others have committed to the Charter and are Staging male and Implementing representation on your working to improve access to the game for women and girls. female competitions recruitment initiatives Board and/or Committee on the same day targeting women and girls RandA.org/FOREeveryone (achieving 30%)

Supporting the Promoting volunteering Providing on-course ACCESS THE PORTAL National Women and opportunities for women toilet facilities for females Girls Golf Week campaign and girls in your club

Increasing visibility of female Committing to increasing Encouraging more young and family-oriented imagery female membership people to be involved in within club communications within your business plan the running of your club

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CHARTER CHAMPIONS. CAMPAIGN RESOURCES.

WHAT IS A CHARTER CHAMPION? THE ROLE OF Click on the download links below to access resources relating to your club’s support of the Women in Golf Charter and #FOREeveryone. It is recommended that each club designates a ‘Charter Champion’, a facilitator or coordinator who, assisted by others, holds responsibility for CHARTER CHAMPION integrating the Women in Golf Charter at club level. This individual would be the key point of contact with The R&A and national associations, and would take the lead on your #FOREeveryone activity. Dedicated person responsible for Assets for RECRUITING A ‘CHARTER CHAMPION’ 1 implementing a club’s or facilities’ Building Your Strategy Brand Guidelines Logos Charter Signatories Charter Champions ‘Charter Champions’ can be male or female club officials, such as juniors Women in Golf Charter Commitments or ladies organisers, club secretaries, willing volunteers, or even your PGA Pro. Your Charter Champion may already be active in driving your WE’RE ALL WORKING A responsible individual who can own and SQUARE #FOREeveryone club’s women and girls strategy. Want to help your club attract more women and girls into golf and do your 2 drive the women and girls strategy bit to safeguard the game for the future? Become a Charter Champion. ROLE AND RESPONSIBILITIES: • Administrate the commitments made by their golf club as a Women in Golf Charter signatory • Work with The R&A and the national associations to apply best practice As well as being able to draw inspiration and use the materials provided within our women and girls programme • Communicate our club’s positive actions via our own communication channels and with external media sources • Be the driving force behind changing the culture of our club and enhancing gender within this toolkit, each ‘Charter Champion’ will be invited to feedback to balance to safeguard the game for A new role to facilitate the increase in activity the future THE PERFECT The R&A directly, sharing success stories and learnings to be utilised by CHARTER CHAMPION IS: CAMPAIGN GUIDELINES • A great communicator with strong HOW TO USE YOUR #FOREeveryone ASSETS BRAND GUIDELINES organisational skills • Reliable and has time to commit to required to attract more women and girls building a programme for beginners others seeking to make similar improvements. • Comfortable making newcomers feel 3 right at home and able to connect new groups of people • A strong team worker, who can unite the through new events and coaching pathways club behind a single objective – get more women and girls playing golf WORKING WITH YOUR CHARTER CHAMPION:

SUPPORTED BY SUPPORTED BY

Singular contact for external or internal This club is a Women in Golf Charter signatory working to bring more Speak to the Club Manager to register your interest in women and girls into the game. Speak to the Club Manager or PGA becoming a Charter Champion today. To fi nd out more Professional to fi nd out how you can be part of the change. about The Women in Golf Charter, visit: enquiries, someone to own communications RandA.org/FOREeveryone RandA.org/FOREeveryone • Use Charter Champion Recruitment Assets to identify someone 4 DOWNLOAD NOW DOWNLOAD NOW DOWNLOAD NOW DOWNLOAD NOW DOWNLOAD NOW relating to women and girls for the role Suggested use: Guidelines to Suggested use: Suggested use: Suggested use: As a signatory, Suggested use: Resources to • Work with your Charter Champion in signing up to The Women in help you structure your own Brand Guidelines to help guide Variations of the use these assets to tell your recruit and promote the role of Golf Charter and submitting your Charter Commitments Will work with The R&A and national #FOREeveryone activity. your use of the #FOREeveryone #FOREeveryone logo members about your support of your Charter Champion. 5 associations to meet Charter Commitments assets. for use across campaign the Women in Golf Charter, • Support your Charter Champion in arranging activities which meet assets and communications. the changes you intend to your Charter Commitments make and to celebrate change once achieved. • Register your Charter Champion via the Resource Portal so we can communicate directly

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CASE STUDY WINNING IN WALES. CLUB Two clubs in Wales have reaped the In 2020, their work has continued with the introduction benefits of a renewed focus on women of a ‘Pathway to Handicap’ scheme, allowing juniors “We have also picked up new junior to earn different coloured wristbands as they progress and girls’ activity. towards obtaining a handicap. members from those ladies that have attended the club” Stuart Finlay ENVIRONMENT. When Martin Stevens arrived at Llanishen Golf Club in Also situated near Cardiff, Radyr Golf Club started early 2016, it had been almost three years since a lady the New2Golf programme in 2019 with the aim of joined as a member and nearly two years for a junior introducing more female golfers. Equality plays a large girl. Fast forward to the present day and it’s a very part of their culture, with all but six competitions being different story. mixed and a proportional split on the club’s committee. In 2020, the club also appointed Michelle Griffiths as “The committee were very open to my ideas to drive the first female club captain in its 118-year history. this area of membership and we were one of the pioneers of Wales Golf’s New2Golf scheme,” recalls Stuart Finlay, club manager, said, “We set a clear female “The additional benefit is people come from the Stevens, the club’s manager. pathway, which included a taster session led by club local area to visit the club to use our facilities, eat and staff and the committee, follow on lessons to provide drink or meet with friends outside of the beginner Focusing on six-week coaching programmes from ladies with the enthusiasm and technical skills, and programme,” adds Finlay. “We have also picked up new 2016-18, the club took in 26 new women on full finally our trial membership called ‘100 holes’.” junior members from those ladies that have attended membership. In offering longer membership (e.g. 18 the club and seen further impact with parties and months for the price of 12), the longevity has enabled The innovative membership allows those in the special occasions.” the ladies to feel part of the club. The vast majority beginner programme to play as many holes as they remain members now, with informal six-hole wish – up to 100 holes. They can then choose another With Radyr also operating a more relaxed approach to competitions currently popular. 100 holes or progress to nine-hole membership. The areas such as dress code, its mantra like Llanishen is programme has been supported by the ladies’ section very much fun and friendly. Llanishen – situated north of Cardiff – have also through playing rounds, organising social events and targeted younger players and in 2019 launched the helping newcomers secure their first handicap. GirlsGolf Wales scheme, in conjunction with the continued support of Wales Golf. From visiting two local Over the last 12 months, 30 ladies have been schools for initial taster sessions, 14 girls took part and involved in the 100-hole scheme and, in six came in as members. In lowering the junior recent months, six became nine-hole membership age down to six, a further four girls joined. members and two full playing members.

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UNDERSTAND YOUR STRENGTHS AND WEAKNESSES. UNDERSTAND YOUR TARGET AUDIENCE – GIRLS. Knowing how well your club is set-up to attract and retain more women and girls is an important place to start your #FOREeveryone activity planning. Understanding how you compare to your competitors is equally essential before you can start making changes. In order to prioritise, an internal audit is recommended. Understanding what women and girls want to achieve when investing time, money and energy into golf is critical for ensuring your operations, participation programmes and