2. AUDIENCES / WOMEN: AGED 35-65
Emma is 45. She doesn’t currently see the golf club as somewhere that could provide her with a local, sociable hub for meeting with friends as well as learning a new sport. Keeping active is important to her but often it’s not necessarily the sport or activity that attracts her more the social element and spending time with likeminded women. Although the idea of learning the game appeals, she is apprehensive that she won’t be any good at golf, that she may not feel welcome at the club or it will feel too formal and she’s not sure how to ‘get started’. Perhaps they are local school mums, professionals, empty-nesters, close to retirement or now retired. A relaxed and welcoming womenonly beginners group session with the Pro followed by coffee could certainly appeal as a new weekday or weekend activity to try.
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