Industry Feasibility Analysis:
Luxury Golf Training Facilities
Liberty University
BUSI 336
08/12/2022
The name of the business that I would like to start in the golf industry is called Go Golf.
Essentially Go Golf would provide country club like facilities and memberships for a facility built
around for the avid ammeter, tour pro, or beginner. We would offer golfing simulators,
adjustable putting greens for all types of slope practice, a full-sized outdoor driving range,
outdoor putting and chipping greens, and a full staff of coaches to help every step of the way.
In addition to the golf practice Go Golf also takes the health of our athletes very serious and will
include a sauna, hot tubs, ice baths as well a full staff of chiropractic trained employees to aid in
massages and golf related injuries.
The industry that most closely relate to Go Golf would be the golf courses and country clubs’
industry, the NAICS code for this industry is #713910.
“Even more important, entrepreneurs must be clear about the practical level of actual
competition. They should ask what a reasonable geographic customer draw for a new business
is.”(Gorman & Young, 2021) With that being said, our primary customers will be golf athletes
as well as successful middle-aged men and woman who can afford it as well and enjoy the sport
of golf. Secondary customers would be individuals that are just picking up the sport. “Golf's
overall reach is an estimated 106 million
– ONE OUT OF EVERY THREE AMERICANS AGE 6+ played golf (on-course or off-course), followed
golf on television or online, read about the game, or listened to a golf-related podcast in 2021.”
(National Golf Foundation, 2022).
The industries size in total revenue is explained through the following article excerpt
“While the majority of golfers eschew formal instruction, perhaps preferring to take a do-it-
yourself approach to swing changes or fixes by gleaning free tips from magazines, television or
the Internet, NGF estimates professional golf instruction to be about a $1 billion industry.
There were approximately 21 million total lessons given in the past year as golfers, on average,
take about five lessons at a cost of approximately $50 apiece. More than 75 percent of golfers
who took instruction did so through a certified PGA professional. Golfers who are more skilled
and more avid are more likely to seek professional instruction, while higher handicappers and
adult beginners are generally less inclined to take lessons, according to the NGF report. That
said, because approximately two-thirds of golfers shoot average scores above 90, less-skilled
golfers represent the largest share of instruction revenue, whether from PGA and LPGA
professionals at a private club, public facility or driving range, or certified teachers at golf
schools and dedicated instruction centers like GOLFTEC.” (Thomas, 2019). With the sport of golf
constantly growing and most of the market being made up of other business models, I believe
the market has a gap for luxury golf training facilities for individuals who want to spend more
time working on their game and drilling certain aspects of their game over and over rather than
playing an entire round and feeling like you were at a lower level than before.
The revenue strategy for Go Golf would be to maximize our membership sales by selling
different packages custom fit to every golfer needs. This would work like a country club
membership. In addition, Go Golf would also bring in revenue from lessons as well as
merchandise, drinks, food, and Golf accessories. The market strategy would be to build the
facility within or close to more urban areas that don’t have as much immediate access to golf.
This would position the company to be a luxury golf getaway that is easily accessible to
businessmen and woman that will be looking for an escape from work. To simplify, Go Golf will
be taking advantage of an already very successful industry that is extremely popular currently
by creating a brand-new experience to have within the preexisting world of golf, while also
maximizing revenue streams. The top challenges in relation to my Christian worldview thus far
are making sure that the company is doing right by our customers. If a customer is willing to
pay for a service that my company is offering I want to make sure that I am going above and
beyond for my customers, however in this industry the way to maximize revenue is to sell
everything at a cost rather than giving away above and beyond customer service. This will be a
struggle for me as I personally am not fond of companies that upsell and charge for every
service, however rather than getting so hung up on this factor, it’s more important to focus on
what market decisions I will make to grow spiritually and grow the kingdom. An idea that comes
to mind is to close the facility on Sundays, by doing this Go Golf is missing out on a major
revenue day however I find far more value in setting an example and keeping the Sabbath holy
and I trust that God will provide for the company if he so pleases regardless. Proverbs 20:17
says “Bread gained by deceit is sweet to a man, but afterward his mouth will be full of gravel.”
(Proverbs 20:17 ESV).
Industry Summary:
Go Golf is a luxury golf training facility complete with amenities with a country club
membership revenue system.
With the Golf Industry on a steady boom the need for golf training and recovery
facilities is ever-present, however nobody has combined training and recovery in the
industry of golf. We have created a hybrid of the two things people love the most, Golf
and relaxation!
Go Golf will be going against the grain and will be closing our doors on Sundays so that
our staff can enjoy the sabbath with their families as well as to encourage others to
stand for what you believe in.
References
Gorman, J. L., & Young, G. (2021). Introduction to entrepreneurship. Columbus, OH: McGraw-
Hill Education/Create. Gorman & Young, 2021, p 169)
National Golf Foundation, N. G. F. (2022, July 11). Golf Industry Facts. National Golf
Foundation. Retrieved September 12, 2022, from https://www.ngf.org/golf-industry-
research/
Thomas, R. (2019, October 16). Golf instruction now a $1B market, NGF report finds. Club +
Resort Business. Retrieved September 12, 2022, from
https://clubandresortbusiness.com/breaking-down-the-1-billion-golf-instruction-market/
Bible Gateway. (n.d.). Proverbs 20:17 ESV - - bible gateway. Retrieved September 12, 2022,
from
https://www.biblegateway.com/passage/?search=Proverbs%2B20%3A17&version=ESV
