Reimagining a golf ecosystem
United States Golf Association client spotlight
Deloitte assisted the United States Golf Association in creating a vision for substantive change within its golf ecosystem and building solutions and partnerships to deliver greater value to its member golf clubs and facilities as well as the community of golfers they strive to serve.
The USGA | Deloitte relationship
Deloitte LLP is proud to be a new sponsor of the USGA, continuing our work as a transformative thought leader and trusted advisor for the organization.
The USGA first engaged Deloitte in 2014 to assess existing programs and explore ways to build and deepen engagement within the golf community that better meet the evolving expectations of the modern golfer, State and Regional Golf Associations, and clubs/facilities.
The USGA and its golf ecosystem
Since its founding in 1894 by five prominent American golf clubs, the United States Golf Association's (USGA) mission has been to promote and conserve the true spirit of the game of golf as embodied in its ancient and honorable traditions, and to act in the best interests of the game for the continued enjoyment of those who love and play it. Today, the USGA is a 501(c)(3) organization with more than 7,900 member clubs and more than 650,000 individual members who actively support this mission.
In addition, the USGA works closely with dozens of State and Regional Golf Associations (SRGAs), each with their own robust network of member clubs and member golfers. Collectively, the USGA and the SRGA community serve these members through the administration of the USGA Handicap SystemTM and USGA Course Rating SystemTM by conducting thousands of competitions and programs that drive the health of the game. The collaboration of the USGA and the SRGA has served the needs of its members for more than a hundred years, but the opportunity to foster a more modern delivery of services has become apparent and the USGA has collaborated with Deloitte to help navigate these unique complexities and refine its strategic approach within a rapidly changing landscape.
Operating and generating greater value in a complex golf ecosystem
As stewards of the game in a modern society, the USGA recognized the opportunity to advance the ways in which it serves its members, and ultimately drive the long-term health of the game.
As a first step, the USGA sought to ensure it understood the current needs of three primary constituent groups:
- State and Regional Golf Associations
- Golf clubs, courses, and facilities
- Individual golfers
Deloitte led a thoughtful assessment with the USGA to dig deeper into understanding what each constituent group valued from the USGA and the SRGA community. Through field research, analysis, and the study of industry reports, the team was able to identify challenges that each group is facing, as well as opportunities to facilitate greater value and a better golf experience. The research and assessment clearly demonstrated great opportunity to fortify the relationship between the USGA and its SRGA partners to modernize the delivery of services to their shared constituents; golf clubs and golfers.
As a result, the team constructed a new membership engagement strategy with clear objectives, guiding principles, and a multi-year path to steer the USGA's innovation toward delivering better value to its core constituents.
"We share the USGA’s vision to make the game more inclusive and responsive to how people think, act, engage, recreate, and live today. Golf instills incredible values, including collaboration, competitiveness, and integrity. We are proud to support this tremendous game and to lend our business insight and innovation concepts to help the organization and the game of golf continue thriving in the future.”
- Cathy Engelbert, chief executive officer, Deloitte LLP
Shaping the future of the game
Deloitte has assisted the USGA’s development of an innovative business strategy to effectively transform the way the organization interacts with its constituents over the next several years. The outcome will be a stronger, more robust working infrastructure with the SRGA community, and the creation of an advanced, sustainable engagement platform that responds to the needs of today's game by delivering greater value and service for clubs and golfers.
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