SUPPORTED BY 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 JEREMY TOMLINSON critical document as the golf industry seeks to safeguard Chief Executive Officer, England Golf our sport for the future by creating the conditions to The Women in Golf Charter is a hugely important part of attract more women and girls. England Golf’s long-term, core, value-based strategy ensuring 1 2 3 4 5 I hope you find this an informative and useful manual, representing that equality, diversity and inclusivity predominate across our industry best practice and linking to a suite of assets and resource portal, beloved game. READ THE REGISTER CONSTRUCT YOUR all of which are designed to help clubs and facilities approach the idea of USE THE ASSETS TALK TO US cultural change. The charter is not just about increasing participation levels among TOOLKIT INTEREST OWN STRATEGY women and girls – although that is a driving force. This crucial step is but the first in an ongoing journey of support which The R&A, the national associations and The PGA are committed to, It’s also about creating a different environment, it’s about developing 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 us a culture of inclusivity, of widening horizons and unlocking potential. information in here, but as possible to come in the toolkit and start strategy, start using This campaign is here in tackling this critical issue into the future. Encouraging women and girls to experience golf not only as a game to it represents the most with us on this journey. thinking about how it the rest of the assets to stay, and we want to be played and enjoyed, but as an industry in which they can carve out a 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- successful career. advice and research the on the resource portal strategy. Use the timeline deliver it. it work for everyone wide commitment and conversation with the ultimate goal of enabling When clubs and counties become a signatory to the Women in Golf industry has to offer, all will allow us to stay in on page 46 and the connected to the sport. more women and girls to maximise their potential at all levels of the Charter they are sending a positive signal to the local community about in one package. regular conversation and ‘Campaign Guidelines’ Use the contact details sport. #FOREeveryone creates a more accessible narrative behind which their operations and their ethos. 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 assets and content to be about how your strategy your suggestions on how golfers can engage. Utilising the assets held within this toolkit will aid expansion of initiatives provided regularly. can be rolled out. we can make it even as well as underlining and promoting aforementioned values. better, #FOREeveryone! This campaign, we truly believe, can help us change the face of golf England Golf is proud to work alongside The R&A, sharing a vision of across the globe, for the betterment of our sport. I hope you can join us how the women’s and girls’ game can and should evolve. Being ever in harnessing its power to change the game forever. passionate about golf and widening its appeal, we welcome you joining #FOREeveryone us on the journey. 3 Toolkit Toolkit CONTENTS. OVERVIEW. Overview Participation Programme 6. Introduction 32. Coaching and Participation 7. What is Gender Balance? 34. Community Engagement 8. Reasons to be More Family Friendly 35. Participation Resources 9. Women and Girls in Golf - Current Status 36. Working Together for Joy in Jordan - 10. Enville Golf Club - Case Study Case Study #FOREeveryone Marketing 12. Introducing #FOREeveryone 38. What’s the Message? 13. Becoming a Charter Signatory 39. Social Media Marketing 14. Examples of Charter Commitments 40. Website and Email 15. #FOREeveryone Resource Portal 41. Advertising and PR 16. Charter Champions 42. Direct, OOH and Word of Mouth 1 7. Campaign Resources 43. Club Marketing Resources 18. Winning in Wales - Case Study Suggested Campaign Timeline Club Environment 45. #FOREeveryone Campaign Timeline 20. Understand Your Strengths and Weaknesses 48. External Communications 21. Understand Your Target Audience - Girls 49. Get in Touch 22. Understand Your Target Audience - Women 23. Customer Experience 29. Club Management 30. Club Environment Resources 4 5 Toolkit Toolkit 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 and women and girls participation in golf and to encourage 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 a Potential value of latent female golfing economy by introducing more players to the game, it will bring 2 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 interest and based on perceived benefits to health, education identified wants and needs of participants and thus be REPUTATION 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 the participation. Buddy schemes help new participants factor for people to play the game, particularly those MAKING 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.