Golf Business News – American Golf supports golf's trailblazers with 'Game Changers' campaign

American Golf, the UK's leading golf shop, celebrates a new generation of golfers opening up the game to a diverse range of new players.

Committed to universal driving, these are bold pioneers who challenge ideas of what normal golf is.

American Golf calls them Game Changers and uses the power of its platform to amplify their voices and tell their incredible stories of overcoming adversity and discrimination.

To celebrate the launch of the campaign, the retailer is now offering 10% off all set packages online to encourage beginners to take up golf by using the code 'GAMECHANGERS10′ on suitable products.

Among the amazing people united by an unwavering commitment to promoting participation, diversity and inclusion in the sport is Mandi Large – the UK's leading blind golfer.

His mental health took a nosedive, and when he was 50 years old, he began to lose his sight. But, amazingly, within two years he was crowned Blind British Open champion and credits the sport with turning his life around, admitting: “I enjoy the sport more now than before I was blind.”

Ray Nyabola saw firsthand the discrimination minority golfers can face on the fairway. It came when he was competing in a pro-am tournament. While he was waiting outside the clubhouse he was approached by someone who asked him if he had finished his shift after thinking he was working.

It's one of the reasons why Ray founded the Black British Golfers organization, which seeks to increase golfing levels among underserved and underrepresented communities.

He says: “Having an industry conversation allows us to open up the game even more and I think we create an even better proposition and product out there.

“We know that the game is almost perfect as it happens. So, if it's not a game it should be a culture.”

Bringing a better perspective to the profession is Andrew 'Beef' Johnson who exemplifies golf's power to transform lives – rising from the working class to the highest levels of the game. Next to Andrew is amputee golfer George Blackshaw who is representing England Golf in the Disability Nations Cup.

The retailer will be showcasing Game Changers with compelling content across all social media channels and offering help, advice and support.

American Golf will also be offering special discounts on women's clothing and footwear at the Ladies Golf Lounge, the UK's largest women's golf club founded by Yvonne Brook who hosts regular social gatherings of all kinds.

Scott Taylor, Director of Marketing and CRM at American Golf said: “As golf continues to evolve we are seeing a new generation of players take to the country's fairways. As a leading game retailer we are committed to doing what we can to accelerate this transition and open up the game to as wide an audience as possible.

“Our game changers exemplify this spirit and we are excited to work with them to help amplify their voices and share their inspiring stories far and wide.”

American Golf's Game Changers include:

• Sponsorship deal with Out2GolfUK for their tournaments
• Regular support from all of the person-owned channels and a representative will join Scott on his Rainbow Roundtable podcast
• Offering a Stromberg discount, Golf Holidays Direct voucher and Rubber Ring golf insurance to their members.
• To support the Blind Golf events of England and Wales
• Sponsorship of double amputee golfer, George Blackshaw
• Offer special discounts on clothing and footwear to Ladies Golf Lounge members