Tunheim identified opportunities to strengthen collaboration with SRGAs and provide the best delivery of golf services.

Insight

The United States Golf Association (USGA) relies heavily on state and regional golf associations (SRGAs) to carry out championships and work on their behalf. With more than 140 independent golf associations in the United States, a continuous decline in golf participation and the closure of courses across the country, the USGA needed to ensure their relationships with their state and regional partners was strong and sustainable in order to provide better and more consistent services to golfers in a rapidly changing golf environment.

Strategy

In an effort to ultimately inform a new interdependent business model with the SRGAs, Tunheim conducted a major study surrounding the USGA’s relationship with SRGAs and other key partners as it pertains to its mission to provide critical products and services to clubs and members.

The strategy included significant qualitative and quantitative research:

  • 80 one-on-one interviews,
  • 27 focus groups in nine markets,
  • Five online surveys with approximately 3,500 responses, and
  • An informal assessment of other national governing bodies, including the United States Tennis Association, U.S. Ski and Snowboard Association and U.S. Soccer.

Results

Tunheim analyzed and synthesized the results of the research into a comprehensive findings report and developed strategic recommendations along with a communications strategy designed to provide better long-term alignment between the interdependent associations, as well as leverage synergies to create stronger relationships with SRGAs and other partners.