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Seismic shift in golf entertainment growth

March 19, 2024/in News, Press Release/by Sarah Gwynn

Seismic shift in golf entertainment growth: Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found. Golf & Social Media: Golf Entertainment, published today, reveals customers new to golf perceive golf entertainment venues to offer “more […]

Hybrid technology taken to the next level

March 19, 2024/in News, Press Release/by Rosie Duckworth

Hybrid technology taken to the next level: New for this year, the industry’s first and only fairway mower with a true hybrid drive system, the Toro Reelmaster 5010-H, has been given a comprehensive upgrade. Toro is always listening to its customers, and it turns out there are quite a few improvements made to this revolutionary […]

Seismic shift in golf entertainment growth

March 19, 2024/in News, Press Release/by Sarah Gwynn

Hybrid technology taken to the next level

March 19, 2024/in News, Press Release/by Rosie Duckworth

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Seismic shift in golf entertainment growth

March 19, 2024/in News, Press Release/by Sarah Gwynn

Seismic shift in golf entertainment growth: Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found.

Golf & Social Media: Golf Entertainment, published today, reveals customers new to golf perceive golf entertainment venues to offer “more engaging” and “more welcoming” experiences.

Seismic shift in golf entertainment growth

Launching the report, which analyzed 16.1 million social media posts, shares and comments in the United States and United Kingdom, Syngenta Global Head of Marketing Mark Birchmore said: “The emergence of golf entertainment has been one of the most seismic shifts we’ve witnessed in the industry in recent years.

“According to the National Golf Foundation (NGF), off-course play has skyrocketed by 55% since 2017, now totalling 32.9m participants, compared with a more modest 8% growth in green grass players.

“It begs the question, have green grass clubs and facilities missed out on new customers by not creating the right offer? Nearly a decade ago we carried out market research to look at youth participation and asked ‘what would encourage young people to start golf?’. This revealed a number of pull factors, including the desire for casual dress, an enjoyable, fun, social environment and golf games and new formats: all areas golf entertainment venues excel at.”

The research found that ranges and putting venues are seen to be more engaging and have a better image and reputation among customers than traditional green grass golf courses. Golf entertainment venues are perceived as open to all, offering informal, inclusive experiences for groups of friends with food and drink on tap.

Social media posts also revealed customers thought golf entertainment venues were more welcoming and less intimidating than green grass clubs and courses, with a relaxed atmosphere and no dress code making it the ideal place to sample golf.

The new report is part of a wider study, Golf & Social Media: The Great Divide, which found that there is a clear division between customers who perceive they are a golfer (Insiders) and those who do not (Outsiders).

Many visitors to entertainment outlets such as Topgolf, where technology, gaming and hospitality combine, fall into the Outsiders camp.

“Golf entertainment venues and their success at attracting a huge, new diverse audience presents a massive opportunity for golf course businesses,” continued Mark Birchmore.

“Creating inclusive, welcoming experiences characterized by fun and informality, promoted online with viral content, is something green grass golf venues can take and adapt. In this way, golf’s image and reputation can also be improved, helping attract and engage new waves of customers.”

The report also shines a light on the people around the world shaping golf entertainment’s growth, such as 3s, the 12-hole floodlit concept backed by Justin Timberlake, and a college student posting viral mini-golf videos on TikTok.

Data for the report was provided by Ipsos, with 16.1 million mentions of golf on social media in the United States and UK analyzed over a three-year period (2019-2022).

To download this report and all previous Syngenta market studies, visit: www.syngentagolf.com/golf-industry-reports

For the latest industry news visit turfmatters.co.uk/news

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Hybrid technology taken to the next level

March 19, 2024/in News, Press Release/by Rosie Duckworth

Hybrid technology taken to the next level: New for this year, the industry’s first and only fairway mower with a true hybrid drive system, the Toro Reelmaster 5010-H, has been given a comprehensive upgrade.

Toro is always listening to its customers, and it turns out there are quite a few improvements made to this revolutionary mower based on R&D and customer feedback, all with the intention to enhance performance and provide better machine control.

Hybrid technology taken to the next level

Jon Cole, divisional business manager for Toro’s UK distributor Reesink Turfcare, explains:

“The technology of the 5010-H is proven beyond doubt since its launch in 2015 with the hybrid elements of the engine design particularly impressing customers. Therefore, what I think many will be pleased to learn is that most of these advances relate to the hybrid technology.”

In brief, more electronic components have been added. Leading with the fact that the hydrostatic drive is now electronically controlled, and with this simple change, Toro has added its SmartPower system to automatically control mowing speed and optimise cutting performance.

In essence, what this technology does is monitor the engine’s RPM. Previously, the operator was responsible for controlling the machine’s speed when mowing long or wet grass or climbing a steep hill, now, the machine does it automatically. As the RPM drops, traction speed decreases until it recovers back to the desired speed and by maintaining optimal cylinder and blade speed a better and more consistent cut is produced.

The same technology also means that as speed decreases the traction pedal still moves an entire stroke giving increased resolution for tight turning in tight quarters. So, for customers mowing training grounds or a relatively flat golf course, they can slow down the engine speed to peak torque curve rather than peak of the horsepower curve.

It means the same results can be achieved with the engine 2600rpm on flat ground compared to 3000rpm, saving on fuel consumption, and lowering the noise level output.

With SmartPower also comes cruise control and this allows for a more consistent clip rate. Rather than relying on the operator’s foot to maintain a consistent speed the machine does that, as well as allowing maximum speed settings to be set. Whether the setting is at four or six miles an hour doesn’t affect quality, clip rate is not affected, and the same results will be achieved, it just helps with operator training and preferences.

There is so much more that’s been tweaked with this machine but the real benefits for customers as Jon sees it are: “These changes mean customers can focus on cutting, on achieving that fine mowing detail, following the clean-up edge of the fairway for example, rather than focusing on the speed at which they’re mowing. This is where everyone including members will see the difference, there’s more precision for better presentation.”

To discuss the greener option for the golf course, contact Reesink Turfcare on 01480 226800 or visit reesinkturfcare.co.uk.

For the latest industry news visit turfmatters.co.uk/news

Get all of the big headlines, pictures, opinions and videos on stories that matter to you.

Follow us on Twitter and Instagram for fun, fresh and engaging content.

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Half Sized Blog Element (Single Author Style)

Half Sized Blog Element (Multi Author Style)

Seismic shift in golf entertainment growth

Hybrid technology taken to the next level

Seismic shift in golf entertainment growth

Hybrid technology taken to the next level

Full Sized Blog Element (Big Preview Pic)

Seismic shift in golf entertainment growth

Seismic shift in golf entertainment growth: Golf clubs and courses can drive new business by learning from the “seismic shift” and growth in the golf entertainment sector, new research from Syngenta and Ipsos has found.

Hybrid technology taken to the next level

Hybrid technology taken to the next level: New for this year, the industry’s first and only fairway mower with a true hybrid drive system, the Toro Reelmaster 5010-H, has been given a comprehensive upgrade.

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