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“The Gospel of Golf” (inside the golf business),

Business New Haven, June 23, 2003

The Gospel of Golf   In some ways the attributes that lead to success on the links are the opposite of those needed on the boardroom. Perhaps that's part of the sport's enduring appeal to the captains (and even corporals) of industry
By: Lisa Micali	Business New Haven

Many people think of golf as the networking game par excellence: You can get to know your playing partner, commune with nature, work a deal or two, and improve your swing - all at the same time. With about 20 million rounds of business golf expected to be played during 2003, golfing with business clients or colleagues has become de rigueur in the business world, a trend that took root in the early 1980s, and shows no signs of unclenching its grip anytime soon. While it's certainly no secret in corporate circles that golf and business go hand in hand (where else can executives spend a leisurely four or five hours cementing a relationship with a client?), the number of business executives taking up golf has increased - even as the total number of active players has started to decrease from its peak in 1998.

According to the latest figures released earlier this year by the National Golf Foundation (NGF), a non-profit trade association whose mission is to foster the growth and economic vitality of golf, the overall number of U.S. golfers has swelled to 26 million from some 11 million in 1970, but the number of golfers dropping the game has been increased gradually over the last decade. Despite downturns in the economy and a bearish market, golf spending though has remained pretty steady over the past two years even as U.S. golf courses report a continued decrease in the number of rounds played says the NGF survey.

Part of the reason for this decline may be the surge in popularity of televised golf and with it, the evolution of the armchair golfer. Blockbuster golf stars such as Tiger Woods, Vijay Singh and Ernie Els have done more for the business of TV golf than Greg Norman and Jack Nicklaus ever did. Just consider the phenomenal success of the Golf Channel on cable boxes - the butt of many a joke when it launched in 1995, and now a financial stalwart heading into its eighth year.

It's no coincidence the rise of new and fresh faces has garnered new fans, big name sponsors and TV money to the sport, says T.J. Tomasi, director of instruction at Lyman Orchards Golf Club in the summer and at Emerald Dunes Golf Club in West Palm Beach, Fla. in the winter months. "Ten years ago, the [number] of golf courses mushroomed," Tomasi says. "All the elements were in place: The economy was good and the sport's popularity was on the rise. Developers bought up tracts of land and overnight turned them into golf courses. This was sparked by the hike in TV ratings and the sheer numbers entering the game for the first time."

For people taking up the sport in mid-life, reasons often cited include repetitive injuries from other sports finally catching up with them. Twenty years ago, tennis, softball and running were the sports of choice, but as baby-boomers surrender to the inevitable march of time they've become more interested in less physically demanding activities such as golf. Also, "Part of the allure of golf is the fact that you're spending four hours of face time with somebody," Tomasi explains. "When you're playing tennis, you can't howl across the net at them."

Tomasi was named one of America's top 100 golf teachers by Golf magazine and has authored 13 books on the game, making him one of the most published golf teachers in the world. "The game of golf facilitates communication and the development of a relationship that can't be accomplished in other sports that require intense physical activity," he says. "But in terms of exercise, if you walk 18 holes you'll burn 1,600 calories. It's more exercise then people heretofore had thought. Besides, it's a competitive sport and satisfies people's urge to compete."

While the popularity of golf as a spectator sport remains high, industry professionals remain skeptical about the sport's future outside of executive entertainment and televised grand slam events. Says Tomasi: "On a national level, the numbers are sort of in a steady state. It seems as if there are a lot more people playing golf, but actually the average number of rounds played went down two percent in 2002 and two percent the year before. Over the last five years, we're looking at close to a five-percent decrease in the total number of rounds played - which is somewhat disturbing since this is such a great game for families."

Rounds are down all over - even at top-notch facilities such as the Yale University Golf Course. "Rounds are down, down," acknowledges Peter Pulaski, director of instruction at the Yale course, which is consistently numbered among Golf magazine's top 100 courses in the world, "because of the economics and because of the economy, especially during the week. "When I grew up you spent the whole day at the club," Pulaski says. "Today the majority of golfers have a certain time frame that they have to fit golf into now. They don't have the time to play like they used to. That's a major concern."

As well, golf is one recreational activity that requires two resources in relative abundance: time and money - "two things most people are short of these days," says Elizabeth Gentile, teaching professional at Wee Burn Country Club in Darien. " The number of players taking up the sport continues to decline though women, minorities and juniors [who in the aggregate represent about 30 percent of all golfers] remains on par with national forecasts."

Another disturbing statistic is that on average one out of every two women who take up the game quit after just 24 months. That sets off alarms for golf pros like Tomasi and Gentile who advocate the growth of the sport through untapped populations such as women, minorities and kids in underdeveloped areas of the country. Spreading the gospel of golf is something golf associations are working hard to achieve with the birth of grass-roots initiatives such as " The First Tee" program created in 1997 by the World Golf Federation.

"The First Tee program was created for the purpose of providing affordable access to golf for everyone, especially kids and folks in cities who otherwise might not have an opportunity to learn the game," explains Tomasi. "Its main objective is to bring the game of golf to people who normally wouldn't have access to a golf course. Accessibility and affordability continue to loom as primary deterrents as individuals of all ages and socioeconomic backgrounds become inspired to take up this great game."

Women dropping out of game in a relatively early stage of learning are also another worry weighing on golf pros' minds. "We're in the process of figuring out just why that happens," says Tomasi. "And we probably have our arms around it now. First, many women don't feel at home on the golf course. They don't know the jargon, and they don't know the rules and etiquette. "Decorum is much more important to women [than to men]," Tomasi observes. "I think women on the whole sometimes feel as if they are outsiders as well as intruders in a male game. Men - they don't care. They tramp through the sand traps and don't rake them.

"This game is counterintuitive and because it's a game that has to be taught, there is this barrier to entry," he says. "However, once it is learned, it's like riding a bicycle, you never forget how. And thirdly, golf courses are not women-friendly. They don't take into consideration the differences in strength. They're too long for women. Now the golf industry is getting savvier and designing golf courses especially for women. But I still think they're much too long."

Tomasi says, "One of the things we're looking at is designing another nine holes with multiple tees, and I mean multiple tees for the kids, for women and for seniors so everyone can have a good time out there."

In response to the growth of female golfers, introductory programs aimed at women have skyrocketed over the last decade. There are many reasons behind the trend, but golf pros point to the desire and ability of women golfers to keep up with their male counterparts in the boardroom as well as on the links. Gentile adds that many women in Fairfield County take up the game once their children are grown or they just want to play with their husbands now that they have some free time.

At Yale, an introductory golf program started in 2001 specifically targeted female students in the management school. "We had students approach us because they had been asked in interviews: 'Do you play golf?,'" explains Pulaski. " They started to have the sense of the correlation between business and golf that it is an important skill in the corporate world and something women needed to master to get ahead."

Despite recent inroads, females still comprise just 22 percent of all American golfers. Many new female golfers are intimidated by the oft-arcane etiquette that infuses the ancient game. Says the 51-year-old Gentile, who turned pro in 1980 and has been playing golf for 28 years: "Experienced golfers agree that, while it is not necessary that you master every rule, it is vital that you learn the basic rules and essential etiquette of the game prior to venturing out on the course. Women tend to want to understand everything, and we teach them of the necessary criteria to enable them to play with golfers of all skill levels. That gives them confidence to enjoy this game as a beginner."

Tomasi agrees. "Introductory programs, especially those aimed at women, have risen in popularity over the last few years. At Lyman, we've developed an introductory program that teaches the culture of golf - how to behave, where to stand, what to say when somebody hits a godawful shot in the water. For women, this is an important aspect of mastering the game and one they avidly learn so they won't make a fool out of themselves out there."

In today's more-competitive-than-even golf environment, it's a never-ending battle to attract players and keep them coming back to your facility. Imparting golf skills and wisdom is another tough act. Now imagine trying to do it for a CEO who's used to giving orders and seeing immediate results. "These people can pick up a phone or write a memo that changes the lives of thousands," notes Tomasi. "But when it comes to golf, the ball doesn't care.

"There's a story about an instructor who went over to Saudi Arabia to teach the [Saudi] king golf," says Tomasi. "They're in the bunker, its 100-plus degrees in there and his bodyguards are all standing around waiting for the king. The king can't get out of the bunker and he starts getting furious. Finally, the [instructor] just about had it and says to him: "I know you're the king; they [the bodyguards] know you're the king; but the ball, it doesn't know you're king."

Tomasi, who holds an undergraduate degree in sociology as well as a master's and Ph.D. in education with a focus on how people learn, is a specialist in peak performance. Every year he coaches thousands of people in the techniques of what he calls "how to run their own brain." His clients come from all walks of life including U.S. senators, governors, major league baseball managers, college football coaches, PGA and LPGA professionals and movie and TV stars.

Once he gave a lesson to Stan O'Neil, president and chief operating officer of Merrill Lynch. These types of high-performance people, Tomasi observes, are highly successful in their professional lives and expect the ball to go where it's told. He admits it's an education process to teach them patience. "I explain to them [success on the golf course] is like eating an elephant - one bite at a time."

While it's too soon to tell how the game of golf will evolve over the next decade, one quality of the game remains perhaps its strongest selling point: Golf is a game that can be played throughout a lifetime.

"It truly is unique in the sporting world in that aspect," adds Tomasi. "Not only is golf a sport of a lifetime, but in many ways it is a lesson in life and business."