3 May 2017
American Golf, Europe’s No1 golf retailer, with 110 UK stores, has a vested interest in the health of the game of golf, but with the number of participants plunging year on year over the past decade, it is clear that the many industry backed initiatives designed to drive new interest and participation in the game to date have failed, which is why American Golf’s management have decided to grasp the nettle and launch the UK’s biggest ever FREE GOLF initiative, FREE GOLF 2017. This throws the game open to every man, woman and child in the UK, giving everyone loads of opportunities to try the game for free.
FREE GOLF was launched at the Golf Show at London’s Excel Arena over The Masters weekend (Fri 7-Sun 9th April 2017) in conjunction with the European Tour. Activities included Long Drive and Nearest The Pin competitions; PGA Pro lessons; a Trick Shot Show; Chipping and Pressure Putt Challenges; Custom Fitting with all of the top golf brands; a Kid’s Zone (including remote control cars) and a fully-stocker American Golf shop for all the latest products and best deals.
The show was hosted by celebrity golf enthusiast Denise Van Outen, in conjunction with experts and personalities from the world of golf who were present on each of the show days on the main stage. The show also supported the On Course Foundation charity that provides jobs and opportunities for disabled servicemen in golf and related industries.
On a national basis, FREE GOLF includes three free rounds of golf at golf clubs and driving ranges; free in-store lessons and demos; free nationwide golf shows and free-to-enter golf events and competitions including nationwide Long Drive, 9 Hole, 18 Hole, Seniors and Juniors competitions complete with regional heats. Over the course of 2017, American Golf anticipates providing over one million UK men, women and children of all ages with an opportunity to enjoy swinging a golf club and sampling a taste of the sport for FREE.
According to Daniel Gathercole, Marketing Director, American Golf, “As Europe’s No 1 golf retailer we have a vested interest in healthy participation in golf and want everyone to appreciate what a fantastic family game it is. One that every age and ability can play together, and which provides major health and fitness benefits.
“One of the main negative perceptions about golf is that it is expensive and a major purpose of our FREE GOLF initiative is to comprehensively disprove this. With us you can try the game totally for free, and if you enjoy it, get a basic set of equipment for around £50. Another perception is that it is too time consuming but this is based on the traditional eighteen hole format of the game, when in fact there are now so many short format versions or variants of the game such as pitch and putt and adventure golf which mean you can happily fill any spare 30 minutes.”