Why Closing The ‘Golf Gap’ Is An Important Step For Equity In The Workplace

We’ve all heard of the wage, leadership, and gender gaps, but there’s a lesser-known often unfair advantage in the workplace—the golf gap. Female professionals who lack golf skills are missing out on valuable networking opportunities that may prove to be crucial for career advancement, according to various research studies.

Here are the 5 reasons why closing the “golf gap” is critical for workplace equity.

1. There is a clear advantage for those who golf

Approximately 90% of Fortune 500 CEOs play golf, and 80% have said playing golf allows them to expand their professional network. Yet, only approximately 20% of golfers are female and 50%, of that overall number, are executive women—who’ve said that playing golf has made them more successful in business.

As inclusivity rises as a concern for employers, attention is being paid to the notable gender gap that exists within the realm of golf, with significantly more men identifying themselves as golfers. This divide is attributed partly to the sport's time-intensive nature, with women typically having less leisure time available than men. A typical 18-hole round of golf can consume four to five hours—or if you’re any of the men in my life, upwards of eight.

So, why is a world—where tradition often dictates the status quo—deciding to put time and money behind making women and minorities feel more included—dare I say welcomed? Because they know that we are the future and golf must break barriers and embrace change like never before.

2. It encourages large corporations to think outside the box when it comes to DEI efforts

Notable leaders in golf are taking notice of the golf gap and responding. Industry giants like Mercedes-Benz have partnered with innovators like Eastside Golf, a brand centered around encouraging people to bring their authentic selves to the sport, in an effort to make golf more accessible and inclusive.

Collaborations like these, as well as their support for the Augusta National Women’s Amateur—an event that showcases the incredible talent of female golfers—are helping the sport shed its elitist image and become a game for everyone. The deeper I immersed myself in the world of golf, I couldn’t help but feel the energy of change swirling and a new era of inclusivity and accessibility taking form.

Golf was never a sport I felt the warm embrace of, and I’ve admittedly always had a bit of a chip on my shoulder about my assumption that it is somewhat forced upon women as a critical component of professional success. Throughout my 15 years in corporate sales, I attended many golf outings and felt the sense that others had hoped I would take the spa gift card offered, instead of golfing and riding in the cart next to key clients and decision-makers. I watched many of my female colleagues “take the bait” and resort to relaxing in the clubhouse or getting a massage while I desperately tried not to embarrass myself in a foursome of avid golf enthusiasts—which happened to all be men.

Therefore, when I heard about the unique partnership between Mercedes-Benz and Eastside Golf, I felt hopeful that the game of golf was finally ready to proudly embrace those who have felt intimidated and unwanted by the sport. A company known for its luxury automobiles, might seem an unlikely ally for a grassroots golf movement, but together they are aiming to revolutionize the sport by making it inclusive to all who have felt they’ve been on the sidelines of acceptance.

3. It can unite women rather than feed the flames of competition

In an exclusive interview, Melody Lee, Chief Marketing Officer for Mercedes-Benz, shared insights into their vision for a more progressive golf community and why women often feel pitted against one another or act out of a scarcity mindset when it comes to business, “In male-dominated industries, there’s a tendency to feel like there’s not enough space at the top. I think you generally see two categories of women—the ones who reach back down and pull up (other women), and another group who say, ‘I made it on my own, I did this on my own and nobody helped me so I'm not going to help anybody else’. It’s easy to believe that there are not enough opportunities to go around, but younger generations are starting to shift that mindset and lift women up—it’s a really good trend.”

When asked why they use the partnership with Augusta National Golf Club to amplify their efforts to support equity, Lee explained, “We're really proud of the 17 years that we've sponsored the Master's Tournament, and since it’s so important to create meaningful change, we wanted to partner with Eastside Golf so that we aren't just talking about diversity and inclusion efforts, we're putting our money where our mouth is and showcasing our effort to create equity.”

4. Golf can be a bridge for personal connection and networking

Golf creates an opportunity to spend a significant amount of time with other professionals. In the age of teleconferencing, isolation, and disconnection, getting into a golf cart with someone for four plus hours can inspire people to bond over tackling a goal together (especially if you’re playing ‘best ball’). Research shows that face-to-face interactions are often more positive, and perceived as more credible, in comparison with virtual meetings.

For more insight on this I asked Eastside Gold Founder Olajuwon Ajanaku and Co-Founder Earl Cooper to explain why golf is a powerful connector and they were inspired to start a movement—not just an apparel brand. Their mission is to make golf more accessible to underserved communities, particularly youth from lower-income backgrounds, and reshape the landscape and visual representation of the sport. Both Ajanaku and Cooper were on the Morehouse College golf team and encountered many hurdles to success before winning national championships and turning pro.

“Our goal is to democratize golf,” Ajanaku explained. “We want to create opportunities for kids who might not otherwise have access to the sport, and show them that golf is for everyone, regardless of background or socioeconomic status.” Earl Cooper explained, “One of the things we did was acknowledge the fact that golf is intimidating. We have to start with the understanding that minorities play golf, but maybe have never felt welcomed, and if they did make it onto a course—they likely didn’t have a good experience. They never felt comfortable, and that's one of the things that we are striving to do is to normalize the game.”

5. When women play golf, the household follows suit

Women account for more than $31.8 trillion in global spending, and over the next 4 years they’re expected to control 70-80% of all consumer purchases —which spans across the entire household and includes all products and services.

When asked about the importance of women in golf, Ajanaku shared that it’s critical to expand the adoption of the sport to the masses, but also to take away any unfair advantages men have been getting by being avid golfers, “We set out to create a line that wasn't the typical ‘shrinking and pinking’ major brands do. Our line contours to a woman’s body so they feel and look good in the clothes—which we know is important to get them to the tee box. We want to put women on a pedestal and give them the tool of golf because it’s where business is often done and will only help them at the end of the day.” Through innovative programs and partnerships and providing scholarships to hosting clinics and tournaments, they are making a tangible difference in the lives of young people.

Cooper provided some backstory on why Mercedes was the right partner for this endeavor, “The partnership was a way to truly connect to the community—and have a long-term comprehensive approach, and so that's exactly what they’ve done. They have even written a six-figure check to Morehouse College and donated a custom-wrapped Sprinter van to get them safely to tournaments. We never felt like they were merely checking the DEI box.”

The Augusta National Women’s Amateur is an event working to close the golf gap, as it is the only event hosted by Augusta National Golf Club outside of the annual Master’s Tournament. By showcasing the undeniable talent and diversity of female golfers, it’s attracting a younger, more diverse audience to the sport. Let’s hope more golf clubs and companies acknowledge to the power of inclusivity and representation in breaking down long-standing barriers.

When asked what legacy she hopes to leave, Lee said, “I want to leave the same legacy wherever I go. I believe in this Maya Angelou quote, that people remember not what you did but how you made them feel. No matter what role they’re in, my goal is to make everyone around me successful, and I think brands should act this way too. For any brand I work on, my expectation is the brand also has this behavior of enabling success. I ask myself, ‘What can Mercedes-Benz do to make others more successful?’”

After speaking with key influencers and decision-makers who are leading the charge for equity, my opinion of the sport and its history of exclusivity has changed. Golf is evolving, becoming more inclusive, and embracing change in ways that will ensure its relevance for generations to come. The future of golf has never looked brighter for women in business, minorities, and anyone who’s ever felt like an “outsider”.