It’s Time To Take A Closer Look At The Women’s Golf Market.

It’s Time To Take A Closer LookAt The Women’s Golf Market

Double Digit 10 Year Growth

More Than6 Million Strong

Source: NGF

…And It’s Time To Dispel Old Stereotypes

A Fresh Face for Golf

Style

Social-Centric Lifestyle

Business Lever

A Growing Diverse and Lucrative Market… Not Homogenously Defined

…And Not Easily Defined

Sources: National Golf Foundation; American Sports Data; MRI; National Sporting Goods Association

Definitions of “Female Golfer”

• NGF: Age 18+/ Played one or more rounds of golf in the past year

• American Sports Data: Age 6+/ Played one or more rounds of golf in the past year

• National Sporting Goods Association: Age 18+/ Played golf at least one day in past year

• MRI: Age 18+/ Played golf at least one day in past year

5,256

5,9085,421 5,514

6,576 6,593

5,9866,456

National GolfFoundation

American SportsData

National SportingGoods Association

MRI

+25% +12% +17%+10%

(numbers in (000)

1993 1993 1993MRIFall1993

2003 2003 2003MRIFall2003

Dramatic Growth In ParticipationNo Matter Whose Number You Believe…

With More Growth Potential On The Way…

Source: National Golf Foundation 2000-2003

20035.5 Million Junior Golfers

13.9%Female

Junior Golfers

26.6%Female

Junior Golfers

20004.0 Million Junior Golfers

In The High Schools

Boys Teams Only

18.5%

Girls Teams Only 2.6%

Co-ed Teams 78.9%

Source: Harris Interactive/The Golf Digest Companies Research Resource Center – Conducted April 2004Base: Schools With A High School Golf Team

82% Of All High Schools Offer Girls A Competitive

Golf Experience

…And At The Collegiate Level

Source: NCAA 2004

145 Teams in ‘90

288 Teams in ‘95

447 Teams in ‘03

483 Teams in ‘04

1990 1995 2003 2004

Increase in Women’s

College Golf Programs

But understanding the changing face of women’s golf means more than recognizing participation growth

A New Segmentation Built On Mindset & Lifestyle

The NextGeneration

CountryClub Elite

35% 33%

Anticipated Spending

Country Club Elite

• Golf is her favorite of many leisure activities

• Active consumers with money to spend

• Embrace & personify the country club lifestyle

• Have time to pursue their interests

“Golf is the best way I know to be with friends, stay active and competitive. My husband and I treasure our membership and the social activities that surround it.”

Country Club Elite

Fashionable golf apparel is important to me First

I’ll pay more at a pro shop for the service First

I usually buy the top brand available First

I budget myself more these days Last

I usually play golf on the weekends Last

RANK“Seeking the Best”

The Next Generation

• Young & Affluent

• Eager to learn the game and improve

• Trendy and image conscious

• Busy lifestyles create a battle for choices

“My parents played golf, but I never got interested until I started working. It’s a great way to relax and also entertain my clients.”

The Next Generation

I compete against myself when I play First

I usually play on weekends First

I’m a spender, not a saver First

If I see something I like, price does not matter First

I often play business golf First

I am very competitive First

RANK“Up & Comers”

Using Golf As A Tool For Networking/Business

Source: 2004 Oppenheimer/Mass Mutual Survey of Career Women Golfers – conducted by the GDC Research Resource Center

• 1,000 career women surveyed from EWGA and GDC Database of Women Golfers

• 73% agree that golf has helped them develop new relationships and to network

• 54% say golf has helped them to be more assertive

• 22% of executive women golfers have closed business on the golf course

Using Golf As A Tool For Networking/Business

Executive Women’s Golf Association

1,500

11,620

6,489

18,70017,051

1991 1994 1998 2002 2004

The Executive Women's Golf Association (EWGA) is a not-for-profit organization formed in 1991 to provide opportunities for women to learn, play and enjoy the game of golf for business and for life.

Rapid Growth in EWGA Membership Demonstrates the Vitality of the Golf Among Professional Women

An Advocate for Women In

The Game

The Marketing Opportunity

Conclusions: The 5 Minute University

Tapping Into The New SensibilitiesThinking Like Marketers vs. Operators

1. The Women’s Golf Market: A Vibrant; Fast Growing; Youth Infused; Business Lever

2. Luxury’s New Accessibility/Attainability Pushes the High End Further Out

3. Zoomers: 45 is the New 25… Take Advantage!

4. Golf & The Country Club: A Perfect Confluence! Women Zoomers Seeking Today’s Luxuries

5. Prescription for Marketers: Keep It Relevant, Accessible and Timely

Five Key Take-Aways