The evolution of the golf industry in Australia: How Emajin Golf is helping broaden golf’s reach. 

For many years, the only option for holding a handicap was to join a club. There is no denying that this system, while apt for some, isn’t perfect for everyone due to work, travel or financial reasons. There is room in the industry for new and innovative ideas regarding ways for golfers to play competition golf without the onerous commitments that come with joining
a club.

Raj Narayan [centre] and the Emajin Golf team. 

Australia’s golf clubs have traditionally offered a wide range of membership options to golfers. In addition to privileges such as the ability to play socially, members of golf clubs can also take part in club competitions. Club handicaps are issued to members via Golf Australia (GOLF Link), which is a necessary requirement to participate in competition golf.

Introducing Emajin Golf: an official Golf Australia-certified handicap provider and corporate networking company that allows golfers to play competition golf without the financial burden or heavy time commitments associated with club membership.

Emajin is an online golf club and a virtual community designed for those who want to enjoy the game on their own terms – when, where and with whom they choose. Through Emajin, members can obtain a handicap, play online competitions and compete with anyone nationally.

Emajin was founded because there is a clear gap in the market and a dire need for easy, value-based access to golf for all skill levels and backgrounds. There are 1.2 million golfers in Australia, however, 60 percent do not belong to a golf club. Thus, they are ineligible to play competition golf since they do not have an official handicap, limiting their access to courses and the overall enjoyment of the sport.

In essence, Emajin promotes the handicap system for several reasons:
• The ability for golfers to understand their skill level
• As a starting point for golfers to improve and better their handicap
• The ability to compete with others in a fair way.

KEY SERVICES

The company provides three key services:

1. Membership at Emajin: This includes access to the Emajin community, an official golf handicap, processing scorecards for handicapping, expert tutorials and online coaching from PGA professionals, golf rules education, free swing assessments and more. The focus is not only on bringing people into the game, but also on educating them. Emajin also offers a free handicap for all PGA professionals.

2. Online or virtual competitions: Anyone with an official Golf Australia Handicap can enter and participate in competitions. Competitions are held weekly and scores posted via an online app. In addition, Emajin offers monthly prizes, ranging from boxes of Titleist Pro V1 balls to new drivers.

3. Golf networking: Golf is a sport that is tailored for business. Golf allows the opportunity to build strong networks, connect with others in your industry and is a meaningful way to entertain or thank clients. The Emajin networking group gains access to golf days at many private golf courses, with the ability to entertain their clients or business contacts.

Emajin is perfect for someone who is unable to justify the time or financial expense of a club membership but still wants to play competition golf. Golfers of all ages and abilities encounter this scenario. Emajin gives this demographic an affordable option to either play their favourite local course consistently or travel to other courses for a change.

THE TEAM BEHIND THE VISION

Creating this new company are co-founder and chief executive Raj Narayan along with Steven Tomlin, who is co-founder and senior consultant. Another key member of the team is Ben Doney, who is the head professional at Emajin.

Narayan has held several senior corporate roles in finance and banking. She has extensive experience in golf governance, as a member of the Board Advisory Committee at Golf NSW and a past women’s captain and board member at a top-rated golf club in Sydney. Tomlin has an entrepreneurial background and has built and led many successful companies, as well as being a previous club captain at a top-rated golf club in Sydney. Doney has spent more than 18 years as a TV presenter on Fox Sports’ golf shows. He is also the head teaching professional at Terrey Hills Golf & Country Club.

By showcasing golf’s bright future and creating a new pathway for the modern golfer, Emajin is giving golfers a new option. With a myriad of ancillary services on offer, along with handicap provision, Emajin is meeting the needs of golfers today and into the future. With forward-looking initiatives, the company hopes to work with the industry to improve the level of satisfaction of Australian golfers.

It is important to showcase new business ideas that pertain to golfer retention in light of the recent boom in golf due to COVID. A major focus must be placed on attracting new golfers to the game and encouraging existing golfers to stay with the sport. We need to listen assiduously to business pioneers such as Narayan, Tomlin, Doney and the Emajin team, who are passionate about making a positive difference in Australian golf.

Emajin is an inspiring company that is opening doors to golf and business opportunities that weren’t previously available. The hope is people will take note of the changing landscape of golf operations and benefit from what is available to them today. 

Seven questions for Raj Narayan

You are the co-founder and chief executive of Emajin. What inspired you to start a golf business?

We need to make golf more accessible, more inclusive and more fun! During my time on the advisory committee at Golf NSW, I was exposed to some of the staggering statistics on the number of golfers who do not belong to a club. We believe social golf is like a sleeping giant with a significant opportunity. If targeted appropriately, this could play a huge factor in growing and retaining more players in the game.

How is your business model unique?

At Emajin, we tailor golf to the new-age golfer. We are here for people who enjoy fun, competitive golf but are not in the financial position or don’t have the time required to commit to a single-location club.

Emajin solves these challenges in a flexible, cost-effective way by building golfing communities from the hundreds of thousands of casual golfers. We offer them national online competitions and the flexibility to play anyone, anywhere, anytime!

We also have localised events, providing networking opportunities to enjoy golf and connect, expand and strengthen business relationships.

Emajin is the simple, affordable way to get people on the fairways and grow the game while having fun doing it. Emajin is run by golfers for golfers, which is at the heart of everything we do.

Tell us more about golf networking and how do you see this being rolled out?

During my career in banking and finance, I experienced the power of golf networking. It’s a valuable way to grow your business, but opportunities to play can be limited. The golf course is the perfect place to build business relationships, and we run exclusive events at Australia’s top courses that can help you take your business networking to the next level.

One part of Emajin is that it is a handicap service provider. How is the game changing in terms of desire for a club handicap versus an independent handicap via a company like Emajin?

The landscape in golf is changing. On the one hand, we have seen significant growth and revitalisation with more people taking up the sport than ever before. On the other hand, we have a generation that is time-poor, transient and wanting to play with their own tribe!

The new model for golfers is to choose an option tailored to their needs based on work, life, financial and other commitments.

Thinking broadly about golf in Australia today, what do you think needs to change in club golf?

What is wrong with club golf in Australia today? Absolutely nothing! I am a member of golf clubs in Sydney myself. Sometimes, at certain stages in a person’s life, being a club member is just not the right choice.

In your opinion, what can the golf industry do to keep the golf boom going?

For years, the numbers in golf have been declining. However, COVID has seen a resurgence of golf. I believe that we as an industry cannot get complacent about this resurgence and need to ensure that we see greater participation over a longer period.

As an industry, we need to unite and work together. I don’t see club golf as a competition to online golf clubs, or vice versa. We are a pathway. We want to provide easy and cost-effective access to the sport. 

What are your long-term goals for Emajin Golf?

Create a national (and perhaps one day global) community of golfers – everyone is welcome!