Client Results / Sports & Events / Commonwealth Sport Case Study
A fresh look at participation for a traditional Kiwi sport
Project Type
Participation product strategy
Client
Golf NZ
The Challenge
BGolf NZ came to us wanting to understand what really stops people from playing golf, and whether their existing initiatives were hitting the mark.
They suspected that while interest in golf was high, many potential players were held back by perceptions around cost, time, and accessibility.
They needed clear direction on which audiences to focus on and how to better connect golf to people’s lifestyles today.
The Solution
We started with an Opportunity Assessment, exploring three key questions:
Why focus on specific population segments?
Who are the people most likely to play?
How do their sporting habits and attitudes shape their view of golf?
Through Honoco’s research programme, we developed rich profiles for five priority groups plus a bonus Gen Z snapshot.
By combining qualitative and quantitative insights, we pinpointed what motivates each group, what holds them back, and how Golf NZ could better align existing initiatives with real behaviours.
We uncovered opportunities like:
Hidden golfers: Many people already play in casual or social settings, they just don’t see themselves as “golfers.” Helping them make that connection could unlock easy growth.
Fun-first families: Around 1 in 10 Kiwis have played mini golf or casually at home but never on a course. Most are women with kids who see golf as expensive or time-consuming. Reframing golf as an affordable, social activity could bring them in.
The Outcome
These insights gave Golf NZ a fresh, practical view of how to grow participation, helping them reach beyond the traditional golfing network to everyday New Zealanders who just needed a new way in.
We delivered:
Five data-backed audience profiles with motivations, behaviours, and participation potential
Clear market sizing and opportunity areas for each group
Tangible recommendations on how to connect current initiatives with people’s perceptions and lifestyles