Turf

Page 66 INDUSTRY REPORT ner at Golf Datatech. "The women's golf market has long been under- served, in spite of the fact women are passionate about the game and have proven to spend considerably on apparel and shoes, while being underserved in equipment, particu- larly in golf clubs. "This study is the largest and most comprehensive research we've ever conducted on female golfers and it sets the benchmark regarding atti- tudes and preferences, rather than leaving them open to speculation," he said. The more than 300-page study's results are based on responses from nearly 2,000 female golfers drawn from Golf Datatech's exclu- sive Serious Golfer Database. These individuals average 60 rounds per year, while also actively participating in other activities, including walking, exercising, swimming, cycling, etc. "At a time when the golf industry is looking for ways to expand and grow, the results suggest the female golfer continues to offer great unre- alized potential," Krzynowek said. "Studies have shown that women are better able to balance work, family and social life, so managing to fit in a 9-hole round instead of a full 18 could well meet their needs, and is completely in line with the direction many believe the game should be heading. Golf doesn't have to always mean 18 holes, and Counting strokes

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