Issue link: http://pgaofcanada.uberflip.com/i/390538
pRO:fORmance W henever an entity is disparaged in the media it can have numerous effects, such as hyper-sensi- tive, kneejerk reactions by those being criticized. of late the golf industry in North America has been taking a strong hit from media sources who have taken a decidedly negative perspective on the state of the game. Numerous leaders in the industry have been offended and feel the need to write rebuttal pieces. But rather than be insulted by the negative spin, perhaps it is best to simply look at the facts: • e game has never been more pop- ular around the world and Ryder Cup viewership is at an all-time high. • It has never been easier to play, given training, technology and equipment, and improvements in course conditioning. • It has never been easier to learn. Instructors and coaches are better trained than ever before and have a vast inventory of technology to aid in learning. • Cool clothes have performance qualities and are fash- ionable. • ere are more player development golf initiatives than ever before. • It also offers the greatest sport platform for millennials given their great interest in social media. • Golf, like every industry, offers a wide spectrum of playing options at various costs which translates into the most access in the last hundred years. But perhaps the biggest issue is that articles about the sport's struggles aren't supported by data, but rather by anecdotal information. ere are cer- tainly challenges facing all types of pay- for-play recreation as many families have huge time commitments and any activities requiring the spending of dis- cretionary time and funds will remain under significant pressure. With all of this in mind, golf remains immensely popular. Just look at the numbers: • Yes, annual golf rounds are flat, but 60 million rounds were played in Canada in 2013, by 5.7 million golfers. at's a huge number. • Canadians spend more than $2.5 billion on golf travel each year. • e industry has more than 300,000 employed in various capacities. • Golf in Canada accounts for about $14.3-billion in GDP. oen golf gets compared to soccer, another great game that is hugely pop- ular, especially among children. But only slightly more than one million Canadians participate in soccer, an im- pressive number but dwarfed by the number of Canucks that pick up their clubs each year. A great many sports would love to have golf 's participation numbers. at's not to say golf, like all sports, doesn't have its challenges. It does, and that's why the PGA of Canada and Golf Canada have launched PGA Junior League Golf, a proactive, team-based golf initiative. It is why we continue to support golf in schools. Golf is a game for a lifetime and it is never too early to start. Like much of what you read, there's a lot of hyperbole in the notion that golf is on its deathbed. It has been around for hundreds of years and there's no indication that's changing any time soon. e demise of golf—hardly By Gary Bernard, CEO, PGA of Canada 6 | PGA PRo:FoRMANCE " The reports of my death have been greatly exaggerated. —Mark Twain "