66% of Clubs Aren’t Happy With Their Software - it's less about cost, and more about quality, support, and suitability.
In a study last year, UK golf clubs were asked to identify their software choices, provide opinions on suppliers and identify what was working and what wasn't across their ecosystems.
In total, 5% of the market responded to this research (an incredible stat in itself), with two-thirds stating that they were actively exploring alternative options to their existing supply.
Amongst their reasonings, software pricing was less of a factor in their decision making framework. In fact, only 10% of golf clubs viewed the cost of software as a reason to make a change in supplier.
It was product quality that played a much bigger influence: 48% of clubs identified 'Product does not meet their requirement' as a reason for their consideration to switch, and one in four clubs expressed a desire for more innovation in their software tools.
In other words, whether software fulfils a club's needs or not is at the core of that 66% statistic. This reinforces the value equation superbly: golf doesn't want cheaper products; it wants products that keep getting better.
You can access the report and all its findings here.
Interestingly, only 13% of golf clubs cited the quality of their supplier's support as a reason to want to change system.
You wouldn't be wrong in thinking that the harder a system is to use, the more support you would need to use that product.
Therefore, support is less important to clubs because their software is really easy to use and support isn't needed, right?
That statement is sort of true but it also reinforces the earlier finding that golf clubs prioritise innovation. If software isn't improving and new features are not being added, support desks are going to be quieter - why would a golf club need help if they feel comfortable using a system that hasn't changed much?
As an example, we all bemoan Apple when it brings out another iPhone update that changes the home screen layout. Everything is in a different place and it feels like a completely different experience to the one we are used to - only to fall in love with this flashy new interface a few days later.
“We all choose the best driver, best 3-wood, best irons, best wedges and best putter so we can play better golf. I look at golf club software in the same way - piecing together the best solutions for each area of the club.”
James Glover, General Manager, Hallamshire Golf Club (UK).
With two-thirds of golf clubs considering a software switch, the report unearthed a growing problem: there is a strong interest to find more innovative technology—but many golf clubs feel stuck and find the process of change daunting.
It signals a moment of opportunity. Golf clubs that properly assess their systems and find solutions that align better to their specific needs will benefit from greater levels of efficiency and golfer satisfaction.
Schedule a quarterly systems review with key members of your team. This can include your Head Professional, Operations Manager, Assistant Manager…even members of your board or committee who have specialist technology experience or backgrounds.
Ask: "Is our software helping or holding us back?" If you find gaps, start researching alternative vendors. Better yet, seek help from specialists—there are various levels of resources and support available that can help you take the next steps.
Contact our team to find out more: international@golfgenius.com.
