Golf Adjustments Bolstering Women's Sense of Belonging (Yet Unaddressed Issues Remain)

Life's a Long Drive: 35 Years of Women's Golf Revolution

For over three decades, golf has been an integral part of my existence, and I wouldn't have it any other way.

From junior days at the local club to the present-day hustle, I've had a unique opportunity to witness and contribute to the transformation of women's golf from the inside.

Back then, I often found myself oblivious to the uninviting nature of golf clubs towards women, whether they were aspiring players or industry hopefuls. It was only with hindsight that I realized how golf clubs hadn't always been the most welcoming spaces for women.

But things, as the great Bob Dylan would say, have most certainly "changed."

So, what factors shifted the golfing landscape for women, and what needs to change still?

Golf Clubs Embrace Female Members

"Welcome, Mr. Smith, we're thrilled to have you join our esteemed club. As a working man, you'll be happy to know that we've reserved the tee for you on Saturday mornings between 10-11am. You also have access to the men's lounge, featuring a delightful table and chairs."

"Oh, sorry, didn't catch that. What about me and the ladies?"

"Unfortunately, you're not allowed access to the women's snug, which boasts a full-sized snooker table, pool table, dartboard, and fruit machines — those exclusive amenities are for our female members who value their golf time."

Such treatment wouldn't pass today, thankfully. Clubs have generally moved towards greater equality, with few restrictions on female members' course access, consistent fees, and a shift towards color-blind tees for ability rather than gender.

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"I'd love to subscribe, but I'm not allowed in the women's snug? Seems a bit unfair."

Those days are long gone, and while progress isn't always speedy, clubs have become more inclusive for female members.

The Women in Golf Charter

In May 2018, The R&A launched the Women in Golf Charter, bolstering a growing recognition that change was needed to drive lasting progress for women in golf.

The Charter aims to foster a more inclusive culture, boost female participation, and grow employment opportunities for women in the golf industry. Over 1,000 organizations have signed the Charter, their commitment testament to its potential impact.

Course Design and Tee Options

Aging golf courses designed without women's needs in mind led to layouts that were either overly long or challenging. When women started to join the game, forward tees, or ladies' tees, were introduced. However, many were added without thoughtful design consideration, resulting in bland, strategically weak alternatives.

Today's courses increasingly recognize the advantages of well-designed forward tees for golfers of all abilities, transforming courses into the experiences they were meant to be.

Off-Course Options

Perceived as expensive and time-consuming, golf has seen a surge in golf entertainment venues such as Adventure Golf, driving ranges with TopTracer, simulators, and TopGolf. These innovative additions have attracted more people, especially women, to golf in a less intimidating environment, serving as a springboard for lifelong golf enthusiasm.

Golf Manufacturers Focus on Female Consumers

With more women taking up the sport, the potential for profit in the female golf market has attracted manufacturers to cultivate quality products for women golfers, rather than superficial attempts to "feminize" products. I'm proud to be a member of TaylorMade's Women's Advisory board, contributing to conversations about producing quality golf equipment for women.

Representation Matters

Tennis superstar Billie Jean King once said, "You've got to see it to be it." Representation matters in sports, and seeing women and girls excel in golf sends an empowering message that women can be competitive, strong, and skilled athletes.

Women are taking strides in the professional game, with the LPGA Tour experiencing year-over-year growth in branding deals and the 2024 schedule offering over $116 million in prize money and ten regular tournaments offering a minimum of $3 million. Viewing figures for the Solheim Cup skyrocketed, showcasing the burgeoning popularity of women's golf.

Representation in the Golf Industry

Female representation in the golf industry matters, too. I didn't meet a female PGA professional working at a golf club until I had been playing for about a decade. Now, more and more women are joining the workforce in positions of power, such as golf club managers, marketing directors, and CEOs of golf corporations, sending a strong message about women's rightful place in the industry.

Golf Communities and Women's Golf Initiatives

Grassroots initiatives led by dedicated professionals and volunteers have played a significant role in making golf more accessible to women and girls. These initiatives typically offer an opportunity for women and girls to learn the game together in a relaxed setting. The shared sense of community fostered by these programs keeps women and girls coming back, often leading to club membership.

Changes yet to Come

Although progress has been made, there is still work to be done. Here are three things that still need attention:

Avoiding Trivialization

Women in advertising and marketing campaigns should not be merely a box-ticking exercise. Women play golf, and with the current trend, more and more women and girls will want to spend their hard-earned money on golf-related products. Features such as men and women playing together in advertisements should become more prevalent.

Equality of Leisure Time

Regardless of working hours, women's leisure time should not take a backseat. Women are still often steered towards hobbies that cater to their partners or the household, rather than given equal opportunities to pursue their passions outside of the home.

Addressing Casual Misogyny

Casual misogyny still exists in golf culture. Challenges faced by women, such as equality on the course or opportunities for employment, are still often dismissed with remarks intended to silence women. However, women must continue to speak up about these issues, and speak up, we will.

Women are here to stay in golf, and that's good for the sport. To grow and thrive, it must cater to the needs and interests of half the population. Women asking for equality and opportunities is not nagging — it's standing up for fairness, and we will continue to do so.

In the past, golf clubs may have been less welcoming to female members, but today, they have generally become more inclusive, with fewer restrictions on course access, consistent fees, and tees based on ability rather than gender.
Golf manufacturers are now focusing on producing quality equipment for female golfers, recognizing the potential in the female golf market. This shift towards catering to the needs of female golfers is crucial for the growth and success of the sport.