top of page

The Geodemographics of Golf

At Custodian Golf we have, over the past 18 months, pulled together what we believe is the most comprehensive golf course database in Great Britain, covering all active courses, more than 100 closed courses and in excess of 200 driving ranges. For each facility we have data on catchment populations, local competitors, rainfall, frost days, consumer ratings, how much land each facility occupies, as well as things like flood risk and how hemmed in each course is by physical features such as roads and housing.



The ONS Output Area Classification (2021), with golf clubs overlaid
The ONS Output Area Classification (2021), with golf clubs overlaid

But we also have an extensive data catalogue relating to the geodemographics of each golf course catchment area. The geo-what? Geo - demo - graphics. Not too many people have heard of geodemographics but geodemographic classifications are very widely used in marketing, advertising, urban planning, retail location analysis, healthcare, politics, public policy and beyond. In fact, they’re everywhere, driving business decisions every day.


There are many different kinds of geodemographic classifications in use in the UK today, including ACORN (developed by CACI), which stands for ‘A Classification of Residential Neighbourhoods’, MOSAIC (by Experian) and the ONS Output Area Classification 2021 (OAC), used by Custodian Golf. Regardless of which classification you use, the population is segmented based on geography and demographics, and then each grouping of similar areas is given a descriptive name (e.g. ‘retired professionals’ or ‘legacy communities’).


But what exactly is geodemographics?


Put very simply, geodemographics is the study of people (the ‘demographics’ bit) based on where they live (the ‘geo’ bit) and geodemographic classifications combine data on things like age, lifestyle and income to classify areas.


Once you understand the characteristics of people and places in combination, it is much easier to tailor products and policies so that they meet the demands and needs of local populations.


How does this work in the real world? Well, all the major British supermarkets use geodemographic classifications to target promotions towards particular areas - e.g. a neighbourhood with a high concentration of young professionals might receive promotions on ready-to-eat meals, whereas a more family-oriented suburban area might instead see more discounts on bulk groceries.


In healthcare, the NHS uses geodemographic classifications to help plan healthcare facilities and services - e.g. the healthcare needs in ageing former industrial areas will be rather different from the needs of younger, inner-urban areas with a high proportion of graduates. This is an obvious fact, but without detailed, localised geodemographic data it’s not possible to truly understand the geographic variations in demand for particular services and then carefully plan service delivery.


Flooding
How well do you understand your target market?

So what about the geodemographics of golf? And why do we care?


Well, the simple answer is that we’re very interested in making sure that golf in Great Britain has a sustainable future, and we want to be able to help those clubs who are currently struggling, as well as helping all clubs truly understand their wider markets.


That’s why, for each golf club in Great Britain, we have completed a full geodemographic classification of the 20 minute drive time catchment area, and drilled down further from the headline ‘supergroup’ classification (e.g. ‘Suburbanites and Peri-Urbanites’) to the most detailed groupings of people and areas. For some of the clubs we’ve been working with, we looked at the geodemographics of their current membership and how this might impact their financial position as time goes by.


By doing this work, it has shed further light on those clubs who we know are currently struggling, and those clubs who - due to forthcoming demographic changes - might struggle in future if they don’t begin to develop a long-term geodemographic strategy.



Closed courses
Your club’s view of its geodemographic profile may not be accurate! (AI-generated image, clearly)

In essence, by analysing the geodemographics of golf, we have been able to gain a nuanced understanding of the differing market segments clubs today find themselves in and identify clubs which might struggle as a result. Our goal, as always, is to ensure that golf clubs survive, thrive and prosper.


Get in touch

If your club is experiencing any issues relating to growth and/or financial sustainability and you wish to discuss them in confidence, we’d be happy to speak to you and start a conversation.


Contact Phil Grice on 01223 776101 or phil.grice@custodiangolf.co.uk.


Address: 1a Clifton Ct, Cambridge CB1 7BN


Phil is a former Chairman of the Golf Club Managers' Association and Head of Venues at Custodian Golf.

© 2024 Custodian Golf. All rights reserved.

Registered in England: 15575410. Privacy Policy

  • LinkedIn
bottom of page