The Business Case for Certification in Sustainable Golf
Certifications offer a globally recognized level of credibility and establish an industry standard. In a world of many labels, certifications, and titles for sustainability, GEO Certification is the internationally recognized standard for sustainable golf.
GEO Sustainable Golf Foundation, an international non-profit based in North Berwick, Scotland, is dedicated to advancing sustainability in and through the sport of golf. The Foundation offers a number of programs and tools covering all aspects of sustainability, including guidance and highlights of industry best practice, sustainability reporting with data-driven insights, and a global certification program with credible claims and recognition.
Recently, I became accredited as part of GEO Certification’s network of independent verifiers! My role within the network is to provide third-party auditing on behalf of GEO Certification Ltd for golf courses needing verification as part of the certification process. GEO Foundation has established a clear Code of Conduct for its verifiers to evaluate facilities in a consistent and fair manner as well as operate in accordance with the principles of ISEAL, the international body monitoring credible best practices within certification systems and standards:
Consistency,
Rigor,
Competence,
Impartiality,
Transparency; and
Accessibility
GEO Certified (Image via GEO Foundation Website, sustainable.golf)
Ten Reasons for Sustainable Golf Certification
Identify opportunities for continuous improvement
GEO Certification is underpinned by an International Standard for Golf Facilities, which has been collectively developed over years of stakeholder consultation across golf and the wider sustainability landscape. This Standard establishes best practices across a range of sustainability topics and action areas. Continuous improvement points are a key component of certification to help identify opportunities that ALL golf courses have to further their operations with respect to sustainability (resource efficiency, partnerships, better data management, etc.)
Increase land value
Does your golf course exist in an isolated vacuum? Golf courses connect wildlife habitats and investing in a cleaner/greener golf course will yield benefits for all who surround it. Data models exist to measure tangible benefits of investing in ecosystem services (ecosystem services result from developing systems that give back to nature, which then gives back to everyone).
Develop objective insights from a third-party auditor (DON’T GREEN-“WASH”).
Green-washing does remain a risk and concern in the field of sustainability, of which consumers are increasingly aware and cautious. How can you address the potential cynicism and skepticism of the public? The GEO verification framework specifies many safe-guards for ensuring accurate data and assessment. This lends credibility and trustworthiness to the results and any awards of GEO Certification.
Celebrate and highlight your golf course’s key wins (DON’T GREEN-“HUSH”)!
“Green-washing” is a common concern in the field of sustainable business (that is, brands seek to yield the reputational benefits of being perceived as “sustainable” and “green” without actually putting in the work). However, an equal concern occurs when those who are putting in great work are failing to make their customers aware.
Profit from improved operational efficiencies.
Connected to the point above about identifying continuous improvement opportunities, measuring the sustainability of your golf course yields immediate benefits through the low-hanging fruit of reduced waste. Less waste and lower resource use = lower costs! Furthermore, creative folks will think beyond the box of simply reducing operating costs. Diversifying land-use generates additional revenue streams (e.g., building pollinator habitats to produce honey, allocating land toward agroforestry and food production, or providing additional non-golfing activities WHILE reducing wasted space).
Promote a workplace of meaning, community, and fulfillment.
Purpose fulfillment is an unsung hero of sustainable business strategy. One great benefit of embarking on the journey toward verified sustainability excellence is that everyone wants to experience community. Belonging is a deep and universal need. According to Gallup, just 33% of the US workforce reported being engaged in their jobs in 2023. What happens when people feel lame in their jobs? They leave – and if they stay, they don’t impress the customer (then the customer leaves ☹…). Take care of your employees by creating a place they would be proud to work for, and then they will take care of the customer! The customer then takes care of the bottom line 😊.
Position your golf facility as an integral leader of its community.
The ripple effect of purpose fulfillment continues. By creating a thriving golf community where customers and employees feel inspired to belong, the golf course serves a vital role in its local town or municipality. Engaging the local community in sustainability initiatives positions the facility for support and mutual cooperation. A sustainable golf facility not only promotes natural systems but helps support the necessary integration of human systems within the natural world.
Meet the evolving demands of your customers.
Our data suggest strongly that golfers want their golf course to lead sustainable development. What happens when Millennials and Gen Z control over half of global spending power (by 2030… in just 5.5 years)? Your customers won’t just want the golf course to lead and invest in sustainable development. They’ll expect it!
Improve the product.
Along with many points above, investing in sustainability strategy through data-informed third-party verification simply makes for a better product. What does it mean to provide a better golfing product? Here’s what golfers want, according to our primary data: 95% of golfers in our survey listed the following among their top reasons for playing golf:
CONNECTION with others (6 in 10 golfers say)
Mental health (over half of golfers say)
CONNECTION with nature (nearly half of golfers say)
Physical health (4 in 10 golfers say)
Take the guess-work out of sustainable business strategy!
As the saying goes, “you can’t improve what you don’t measure”. It’s certainly much easier to improve what you actually measure. GEO Certification (through its [FREE] OnCourse® platform and credible, practical, third-party verifier certification system) certainly makes it easy to understand and measure your golf operation’s performance along three key areas: Nature, Resources, and Community. Facilities are also able to obtain a Sustainable Golf Scorecard which outlines their key sustainability metrics in an easily digestible format.
About GEO Certified (Image via GEO Foundation Website, sustainable.golf)
