The Horsham GC GolfSixes team celebrate a victory – the new Texas-scramble format for boys and girls is attracting 50 per cent more juniors to play golf at clubs in England

GOLFSIXES Leagues have been hailed as a “game-changer” by the Golf Foundation in attracting new young players and families to the game.

There has been almost a 50 per cent increase in the number signing up as club junior members in England in 2019, according to new figures from the golf charity.

The GolfSixes League format – played over six holes – saw 2,676 boys and girls from 233 clubs in England, Scotland and Wales take part last year.

They competed in 52 junior leagues, with a 49 per cent increase in junior membership at 161 clubs in England – with a 35 per cent increase across England, Scotland and Wales.

The exciting new format was also trialled in Ireland for the first time in the last year.

Golf Foundation research found 59 per cent of parents volunteered to help at league fixtures (38 per cent of whom were non-golfers).

And 88 per cent of family members thought the format was “fun” and more than 80 per cent would like to play more golf.

Encouragingly, GolfSixes is attracting large number of females to take up golf with 28 per cent of all players being girls.

Sports Marketing Surveys Inc research revealed a big jump in participation by boys and girls

The Golf Foundation urges clubs to field mixed teams wherever possible, and is eager to increase that percentage going forward.

GolfSixes brings in £300 a match

Golf Foundation chief executive Brendon Pyle said: “With the help of Sports Marketing Surveys Inc. providing insight into what makes a great experience for juniors and their families at a golf club, GolfSixes League was designed to help more budding golfers involved in PGA coaching schemes to engage with both the sport and the golf club – and continue as regular golfers.

“We are delighted with the membership figures and the strong interest from non-golfing families.

“The average income from food and beverage at a GolfSixes League fixture has been £300 – a strong indicator of the wider impact of the initiative on the golf club.

“All our feedback suggests GolfSixes Leagues now offers a real opportunity to help change the perceptions of golf among the wider public, which is priceless for the sport and a possible game changer.”

•To read the full report on GolfSixes League research click here.

GolfSixes is getting the thumbs up from players, golf club and the game’s governing bodies. Picture by MATT GREAVES

How GolfSixes can restore some normality for golf clubs after coronavirus crisis . . .

THE Golf Foundation believes the industry can look forward to GolfSixes helping to bring some normality back to clubs struggling with the huge economic impact of the COVID-19 lockdown.

Golf Foundation chief executive Brendan Pyle said: “Looking forward, it is anticipated that when returning to play golf is possible again – once the coronavirus restrictions are lifted – there will be 98 GolfSixes Leagues across the four Home Nations.”

With 484 golf clubs ready to take part – there will also be smaller trials held in new areas – a total of 6,600 youngsters are expected to take part this year.

On a typical weekend, squads of 12 boys and girls practise together with their PGA coaches before playing other clubs in matches in which they wear coloured team shirts.

The Foundation recognises the coaching build-up and togetherness has appealed to children and parents who experience the same process in football, rugby and hockey – but less so at golf clubs.

The Texas-scramble element of the game allows for all abilities within the same team, as the youngsters all get to play from optimum positions on the course.

The initiative was first launched with the support of Sport England. Matches took place predominantly at HSBC Golf Roots Centres – junior-friendly golf clubs supported by the Golf Foundation.

Now GolfSixes is spreading to more and more clubs in all parts of the country thanks to “substantial investment” from The R&A, the endorsement of the European Tour, and operational support from the four Home Nations, says the Golf Foundation.

Every GolfSixes League player gets three Titleist balls

Every child taking part also receives three golf balls from Titleist – a key supporter of the charity.

Mr Pyle, who heads the Hertfordshire-based charity, added: “We have been further buoyed by the very generous support of The R&A, the charity’s strongest supporter, and the endorsement of our friends at the European Tour.

“Both organisations clearly recognise the potential of GolfSixes League as we work alongside England Golf, Scottish Golf, Wales Golf and the Confederation of Golf in Ireland.”

•For more detail on GolfSixes League go to http:// www.golf-foundation.org

GolfSixes League teams get to practice with their PGA coach before matches, mirroring the envrionment of other junior sports like football and rugby says the Golf Foundation.
Picture by MATT GREAVES

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This week’s GolfSixes is the most innovative change to the European Tour’s schedule where every shot has a consequence. Picture by GETTY IMAGES

By European Tour Chief Executive KEITH PELLEY
AN interesting discussion developed at our headquarters the other day about whether our current stretch of European Tour events – Made in Denmark, the Belgian Knockout and this week’s GolfSixes Cascais – should form an official Innovation Swing.

It is debate not without merit. The golfing calendar is undoubtedly a crowded one, and with Majors either side of them, these three events each offer an alternative narrative.

Both the Belgian Knockout and GolfSixes appeal to a younger demographic through head-to-head action as well as shorter form golf – nine-hole battles in the former and six-hole contests in the latter – which ensures that each shot has a consequence in the outcome of the match.

GolfSixes also features male and female teams competing against each other, players wearing shorts and using distance measuring devices, as well as a shot clock which gives players a countdown to their stroke.

In contrast, on the surface, Made in Denmark could be viewed simply as ‘another 72-hole strokeplay event.’

But the reality is somewhat different because of the promoters’ unstinting commitment to innovation and originality.

Take the 14th  hole at Himmerland Golf and Spa Resort as an example.

What could easily have been a routine, 262-yard par four was transformed thanks to the introduction of the Heineken Lounge, where players walked from the 13th green through the hospitality area to the 14th tee box which was incorporated into the structure.

The result was a terrific atmosphere for the fans and the creation of some memorable content from many players, most notably Jamie Donaldson and Matthew Southgate.

It also created some clever brand exposure for Heineken.

It was one of a number of concepts introduced which put innovation at the heart of this tournament.

Other activations included the inaugural European eTour Championship – our first esports contest, which tapped into the 15 million plus people globally who play World Golf Tour (WGT) on their mobile devices.

The Made in Denmark’s 14th tee which players – including Lee Westwood (above) approached through a beer tent accompanied by loud music. Picture by GETTY IMAGES

Such creativity undoubtedly helped distinguish Made in Denmark from the norm in a congested and competitive golfing landscape.

Last year, across all Tours, there were 395 tournaments globally which counted towards the Official World Golf Ranking.

Of these, 382 were strokeplay events and just 13 were classified as “other formats,” including the Belgian Knockout and the ISPS Handa World Super 6 Perth, which also features on our Race to Dubai.

While the biggest golfing events, such as the Ryder Cup, the Major Championships and our Rolex Series, continue to get bigger, the battle for regular events to cut through can be more complex and challenging – particularly when you factor in other sports and forms of entertainment which vie for the consumer’s attention.

This weekend, to name but a few, you have the conclusion of the French Open tennis, the start of the women’s football World Cup, the continuation of the Cricket World Cup, the Nations League Football Finals and of course, my personal favourite, the NBA Finals featuring the Toronto Raptors against the Golden State Warriors.

The prolificacy of consumer choice is why innovation is essential. Fail to innovate and you simply risk being left behind or crowded out.

Events such as GolfSixes strive to appeal to a different audience.

Last year’s event at the Centurion Club in England attracted a younger demographic on social media with more than 50 per cent of engagement from under 35s, while attendees were 20 per cent younger than the average age of spectators at regular European Tour events.

Furthermore, in the last two years numerous GolfSixes junior leagues have been launched across the UK and Europe, with girls forming more than 30 per cent of the participants to sign up.

As well as underpinning our creation of GolfSixes, innovation is one of our central pillars.

It drives our content, our use of technology and our introduction of different formats.

In a crowded marketplace, this positioning has resonance with our partners, our broadcasters, but also increasingly with how fans view the European Tour as a brand.

Perhaps the introduction of an official Innovation Swing is a good idea after all?

•What do you think about Keith Pelley’s ideas on an Innovation Swing on the European Tour? Leave your comments.

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