It’s not easy to take a mature service and reinvent it to make it appealing to a new consumer base, particularly with a sport such as golf. While golf participation in the U.S. has declined by roughly 35% since 2006 among 18 – 30 year olds, Topgolf has taken an old, mature sport and revised it to appeal to a younger, more diverse audience.
Instead of sprawling golf courses requiring expensive equipment and costing $100 per round, or limited driving ranges that offer only buckets of balls in a row, Topgolf’s facilities are 60,000+ square feet and three-stories that blend golf with a sports bar environment. Topgolf offers music, drinks, video screens, entertainment and more to a growing base of 13 million visitors, two-thirds of who are under 35 years old, and 50% who have never played golf before.
The company started in England in 2000 and has now expanded to 30 locations in U.S. and England. Golf balls have electronic tags which generate points for the golfer based on shot distance and accuracy. And, at only $20 – $40 per hour for a group of players, it’s a lively way of learning golf and having fun with friends.
Ready to play? Fore!
Group Activities and Discussion Questions:
- Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
- Divide students into teams. Have each team draw a product life cycle and place various products and services into each stage.
- Show the Topgolf Web site and video: http://topgolf.com/us/
- Poll students: Who currently plays golf – why or why not? Who would be interested in playing at Topgolf – why or why not?
- Why is Topgolf succeeding?
- Next, have students brainstorm on how to reposition or revise products/services to that they can move into an earlier stage of the life cycle.
Source: Outside Magazine, Ad Age Daily