Driving Change for Women in Golf

Adele McLean on how Golf Retail has Evolved

For Adele McLean, a career in golf was perhaps inevitable. The Managing Director of TGI Golf grew up immersed in the game, spending weekends and school holidays at the driving range and retail business run by her father, PGA Professional John Mulgrew.

After studying hospitality management at Strathclyde University, Adele returned to the family business and went on to run its retail operation. She later joined TGI Golf, where she has now spent 19 years, becoming Managing Director two years ago.

Her experience has given Adele a unique insight into changes in the way the golf industry serves women.

“Years ago, it was almost ‘pink it and shrink it’,” she says of women’s equipment, which was often simply a lighter, smaller version of men’s products. Today, far more research and development goes into equipment, and custom fitting means clubs are selected to suit the individual golfer rather than being defined simply as ‘ladies’ or ‘gents’.

Apparel has changed too. Where women’s golf clothing was once largely dictated by club dress codes, golfers now have much greater choice, with fashion and lifestyle influences crossing over into the sport. The products that women want are no longer being treated as a secondary market.

There is still progress to be made, however. While Adele believes brands have stepped up considerably, she sees an opportunity for golf clubs themselves to give women’s golf greater visibility.

Retailers also have an important role. With golfers now able to buy through numerous online channels, Adele believes PGA Professionals and golf retailers can differentiate themselves by concentrating on community and customer service.

Events, coffee mornings and group coaching can all help create connections between female golfers, while a premium shopping experience builds loyalty. Data, social media and more targeted marketing can then help retailers understand and communicate with their customers more effectively.

Adele is equally positive about the opportunities for women working within golf. She has always felt supported throughout her own career and points to the many talented women now holding senior positions at TGI Golf and across the industry. But she believes more needs to be done to make women aware of the breadth of careers available.

“There are so many varied roles within the industry,” she says. “Employers may be keen to recruit women, but in some cases women simply aren’t applying. Creating clearer pathways and increasing visibility of those opportunities is therefore crucial.”

Initiatives introducing girls to golf play their part too. Adele highlights programmes such as Unleash Your Drive - the Golf Foundation initiative delivered in partnership with the BGIA - and the growing range of ways people can experience the sport, from driving ranges to golf lounges. Together, they are helping to break down the perception that golf is inaccessible.

Her advice to women considering a career in the industry is simple - make your voice heard. “Your voice and your opinion matters,” she says. “Build a network, seek out mentors, say yes to opportunities and don’t wait to be invited to get involved.”

Having grown up admiring players including Laura Davies and Anika Sorenstam, Adele now sees inspiring women throughout golf. She cites industry leaders including Lisa Lovatt at PING and Helen Willsmer at Callaway; PGA figures Sarah Bennett, Beverly Lewis and Catriona Matthew; and TGI Golf’s own Alex Keighley, its first female Chair.

Ultimately, she believes attracting more women into the sector benefits everyone.

“The more diverse our industry is, the stronger it’s going to be. We have always had strong representation of women within the company, with 50% of the workforce being women. The work that Nicole Wheatley and her team are doing with the Women in Golf Awards is really helping grow awareness and recognise women in all sectors of the industry and TGI are proud to sponsor one of the awards.”

TGI Golf are members of the British Golf Industry Association.