Golf Inc. asks the Most Powerful: Steve Skinner on maintaining the interest and loyalty of new golfers

Editor’s Note: Golf Inc. reached out to four of the most powerful people in golf, including Steve Skinner, CEO of KemperSports. Here are his thoughts on the future of the business.

What do you believe are the biggest challenges facing the golf industry in the year ahead?

The industry has benefitted greatly over the last few years with a record number of new players coming to the game as well as increased play from our core golfers. Our challenge going forward is to keep these new players engaged and enjoying the game as golf competes with other forms of leisure activities and entertainment. Our surveys have shown that we can best do that through instruction and increased social engagement and continuing to focus on delivering a memorable and fun experience.

While golf is enjoying a tremendous popularity surge, how much of that popularity do you think will be long term?

Overall, we are very bullish on the future of the game and believe that the strong interest our courses, clubs and resorts have experienced will carry forward. Driving a lot of the interest and uptick in play are younger players who picked up the game during the pandemic and will be life- long players. We’re also encouraged by the increased popularity of our private clubs and believe that an appetite for those amenities and lifestyle will continue to grow.

What do you believe are the most important fundamentals required to underpin, nurture, and maintain the interest and loyalty of this surge of new golfers?

Making golf fun is key. A large focus should be put on combining instruction with the social aspect of golf.

Through our golfer surveys, we learned that this was one of the best ways to retain players who were new to the game as it allowed them to feel more comfortable and confident, which in turn helped them develop a deeper appreciation for the sport and heightened their motivation to keep playing. With the number of people playing non-traditional, off-course forms of the game expected to surpass the green-grass total in the U.S. by year end, it’s all about facilities providing a multitude of options beyond the traditional 18-hole round. Technology will play a large role in helping us bridge that gap and making the game more enjoyable and engaging. At the same time, delivering first-class service will be just as important in encouraging new players to come back.

What, if any, are significant areas of conflict between “old timers” — long time players/purists — and newcomers…