By Michael Williams
Is ‘More’ The Connection Between Quality Instruction and Player Retention?
I remember the very first time I tried to hit a golf ball. It was at an outdoor birthday party where someone had brought a 9-iron and a sack of balls. I was a decent athlete, which made not getting the ball in the air for my first six swings all the more frustrating. Then a friend suggested that I shift the ball back in my stance. I swung and instead of a clank I heard and felt a “click.” The ball was flying instead of rolling, arcing across the field and into the trees on the other side. It was my first taste of what some call “shot euphoria,” and if I’m honest, chasing that shot euphoria is a big part of why I continue to play. A bit of quality instruction changed not only the arc of my ball but my interest in the game. And it might be the main factor in whether the flood of new golfers that have come to the game will be there for the long haul.
As has been reported, golf has seen a notable resurgence in recent years, particularly during the pandemic era when outdoor sports offered a safe and enjoyable outlet for recreation. According to the National Golf Foundation (NGF), more than 6 million new golfers took up the sport from 2020 to 2023, marking a significant increase in participation. The NGF reports that 2021 alone saw 3.2 million first-time golfers, a record high. However, attracting new players is only part of the equation. Retaining these new golfers is crucial to sustaining the sport's growth, and quality instruction plays a vital role in this retention effort.
Despite the influx of new golfers, keeping them engaged in the sport requires more than just initial enthusiasm. Data from the NGF suggests that the dropout rate among beginners can be high if they do not receive proper guidance and support. The USGA echoes these findings, emphasizing that retention is closely linked to early positive experiences on the course.
This is where instruction becomes essential. According to the USGA’s 2021 Golf Participation Report, 85% of new golfers who took lessons within their first year continued to play the following year. In contrast, only 60% of those who did not take lessons were still playing a year later. A 2022 study by the NGF found that beginners who took lessons were nearly 50% more likely to continue playing golf regularly compared to those who did not receive any formal instruction. Furthermore, golfers who participated in structured instructional programs were 40% more likely to describe their experience as enjoyable and satisfying.
Certainly, the data indicates the importance of providing new golfers with the tools they need to succeed. But no less an authority than Michael Breed confirms the premise that quality instruction is critical to growing the game. Breed, appropriately nicknamed “America’s Teacher”, has seen first-hand the value instruction brings to the golfer’s experience, especially new golfers.
“I think that the game of golf certainly offers the comradery on the golf course and off of the golf course,” observes Breed. “There are the experiences and stories that are being told. There's the history of the game. There are a lot of things that keep people in the game. But I think in large part, the thing that is probably the most important part of the enjoyment is strangely, the belief that you can get better, the aspiration, the hope.”
Breed has taught thousands of golfers of all skill levels over the years, and he believes that the new influx of golfers is different from past generations.
“I would say that while the game of golf continues to offer what it's always offered, I think we are seeing more individuals wanting to get better. And I don't know necessarily that years ago that that was the main quest; I think nowadays, a large majority of people really want to get better,” says Breed.
He continued, “And these new individuals that are coming into the game of golf are athletes. Where before golf was kind of thought of as non-athletic, nowadays we're getting athletes, and when you get athletes, you get an athletic mindset. And athletic mindsets, in my opinion, are contagious.”
Retaining new golfers is not just about maintaining participation numbers; it also has broader implications for the sport's financial well-being. New golfers contribute to the economic health of the industry through green fees, equipment purchases, and memberships. The NGF estimates that each retained golfer contributes approximately $1,500 annually to the golf economy. Clearly, the necessity of instruction translates into an opportunity for revenue for owner/operators, and Breed has a couple of suggestions on how instructors can step up their game.
“First, you have to have a mindset of investing in yourself. That to me is number one;” said Breed. “Purchase the necessary equipment that you need to have, launch monitor simulators, books on instruction, whatever it may be. You can get creative on how you do this, but you have to invest in yourself as far as technology and knowledge are concerned.”
Breed continued, “Go visit great coaches, spend some time with them, talk to them and figure out how they do what they do.” Finally, Breed points out the need to be flexible and understanding of each individual’s abilities and learning process.
“I think this actually differentiated me from maybe other coaches,” said Breed. “I have a learning disability, so in order for me to learn stuff, I have to learn in a different way. I mean, I don't know how many years I've been teaching, at least 35 years. And I have spent a lot of time learning how to figure out how people process information. For example, there's a Q&A interview that I do with my students on stuff they don't even know, but that helps me understand their process. At the end of the day, I think that when we start to understand how people process information, then suddenly as coaches, we get better.”
As golf continues to experience a resurgence in popularity, the importance of quality instruction cannot be overstated. By investing in high-quality instruction, the golf industry can capitalize on the surge, creating a sustainable future where more players enjoy the game for years to come. Perhaps Breed best summarizes the essential connection between player improvement and retention.
“I think getting better is the reward that we all want in everything, right?”, notes Breed. “And I do think that when people feel like they're getting better at something, they stay in it.”