2. Love.golf
• Love.golf is a Syngenta sponsored initiative in partnership with a PGA coach
designed to grow female participation in golf.
• It aims to redefine the customer experience by using proprietary coaching
techniques informed by the latest academic and consumer research.
• This results in an improved player experience along with increased revenues for
coaches and clubs
• We have established a pilot programme in the UK and another initiative being
implemented in Sweden. A website with coaching inventory and booking capability
is established at www.love.golf
• We now wish to further develop the Love.golf brand and scale the offer by
expanding the number of accredited coaches and creating demand by identifying
and targeting potential players. In the long term we see the opportunity to extend
beond the female game to enhance family participation
• We are looking for a partner who could help drive engagement and demand of both
coaches and female players through for eg peer to peer networks or other digital
engagement platforms
3. ProjectImportance
• Project Context: Syngentas golf business is strategic within the
division. love.golf is a business development opportunity in an
adjacent sector allowing us to diversify our contribution to the
industry and potentially open a new revenue stream
• Strategic Benefits: Syngenta is a leader in the golf industry
with regards to the agronomic management of golf courses.
We have also generated significant market research insights
with to the latent demand for golf and how the offer needs to
evolve to attract new female and youth participants. Love.golf
had evolved from the research insights into a practical
program through partnership with the Head Coach who piloted
a similar program in isolation at his own club. We are
supporting the opportunity to scale up the initiative with a
clear brand positioning and international impact.
4. ProjectDetails
• We have already initiated pilots and are looking to find a
partner to help scale asap
• Internal budget and resources is available to support this
project
• We are looking for a partner who can help identify
and/or develop groups of 5-10 socially connected women
who have a latent interest in golf and/or the
development of a new skill through active and social
outdoor activities.
• Following identification of target groups, we would be
looking for marketing and sales tactics and tools to assist
the coaches to acquire, retain and support their
customer groups
