INSIGHT | PARTICIPATION PATHWAYS
Brandie Deignan:
"The best way to predict the future is to create it"
Wales Golf's ED&I Board Lead is optimistic the sport's future will be more welcoming and inclusive – but admits nothing will change if nothing changes
Brandie Deignan has been with Wales Golf a year, long enough to recognise how far the sport still has to go to become truly inclusive.
However, she has also seen enough in her time as the organisation's ED&I Board Lead to harbour a sense of optimism for the future, one in which she believes golf will have broken down all barriers to entry.
We caught up with Deignan to discuss how Wales Golf is making strides towards that goal.
What was your relationship with golf before you took on this role?
I've never played golf, but I have twin boys who are 16 and they've been playing golf since they were around six. That meant I spent a lot of time in golf clubs and I noticed some things that were different to other sports, because they also played rugby and football and pretty much everything else.
What I noticed was a difference in the type of people who were playing, whether of my children's age or my age or the age of my parents – there was a noticeable difference in diversity. That made me quite curious and I've spent many years wanting to do something about it. I'm not one to whine and moan, I prefer to take action and try to add value. That's why the opportunity to join Wales Golf appealed to me.
Are issues around inclusivity and diversity specific to golf?
The problem is bigger than just golf or the sport in any one country – it's a global issue. In most golf clubs you will find many of the same issues, yet I'm also acutely aware the sport is loved by many people.
The lens that I'm looking at it through is underpinned by the understanding that societies change and attitudes evolve to reflect the next generation, and I don't think they are going to accept some of the things that I probably accepted as the norm when I was a child.
“I prefer to take action and try to add value”
What are some of the demographics where golf is failing to achieve a proportional reach?
The figures show this issue runs quite deep and beyond just gender or race and ethnicity. While they are certainly areas we need to look at, if you were to look at things like disability, religion and sexual orientation, the figures would be even more glaring. There are also issues around age, socioeconomic factors, nationality and more. There are so many facets to diversity and just as many challenges.
How well equipped is Wales Golf to make progress on these issues?
Wales Golf have always been very good at what they do. They've always been very interested in understanding the impact of societal norms and how they affect people differently. From that perspective, I was pushing against an open door.
What is really good in this organisation is that there are dedicated people taking responsibility for these issues. Sometimes when organisations face these challenges, they don't have dedicated people to take them on, but not here. Wales Golf is actively doing something about it with clear ideas and strong leadership, people like Zoe Davies and Theo Baker who are implementing initiatives that are having a real impact.
What does that look like on the ground?
It started with having conversations around these issues – if you don't acknowledge them and talk about them, you can't change anything. We're looking at everything we offer to make sure there are opportunities for a diverse range of people to get involved – we ask ourselves the important questions: Is it inclusive enough? Will people feel like they belong? Can we do more?
We know it will take time as we're starting from small beginnings and building up, but we're making progress and you can see that in the number of initiatives Wales Golf offers and how much of a priority inclusivity and diversity is in those offerings.
ED&I initiatives from Wales Golf
#1 Youth Panel
The Youth Golf Panel is a community where aspiring golfers can share their ideas, provide feedback and collaborate on initiatives to enhance the game. By involving youths in discussions about course design, tournament formats and training programmes, Wales Golf is committed to making golf more exciting, accessible and relevant for the next generation.
#2 New2Golf
New2Golf is a coaching scheme offering fun, friendly group opportunities for people to try golf and to learn to play. These can consist of free tasters, low-cost lessons and trial memberships.
These sessions are available to all beginner and lapsed golfers wanting to take up the sport.
#3 Living Experience Network
Wales Golf has recruited a diverse group of volunteers with a wide range of skills to form a Living Experience Network. The purpose of this network is to enable Wales Golf to listen to individuals, who have had both positive and negative experiences within golf and other sports, in order to assist with decision-making and to help golf to continue to progress.
#4 Girls Golf Cymru
Girls Golf Cymru aims to introduce golf to girls and encourages further participation in the sport through creating a fun and fluid environment. The Girls Golf Cymru Clinics are tailored towards junior girls (U18), for those who are members at a golf club, as well as those who have never played golf before. The clinics are a great way for young people to meet others who play golf, build friendships and experience playing different golf courses.
#5 Insport
A Disability Sport Wales project which aims to support the physical activity, sport and leisure sectors by being inclusive of disabled people. Wales Golf, which is working towards Insport Gold Standard, supports clubs across Wales in offering a number of opportunities for individuals with a disability to play golf – including specific group coaching sessions for those with visual impairments, hearing impairments, dementia, Parkinson's and for stroke survivors.
Is the desire to retain established golfing traditions a hinderance to progress?
I understand the incumbent, long-time golfers not wanting to lose that sense of tradition, but I think there is a balance to be found in retaining those traditions and balancing it with novelty, innovation and exciting things to attract the next generation. If not, we'll see fewer people coming to the sport and the next generation will diminish.
If people have those concerns we do need to hear them and discuss them and we can find solutions that are a win-win. We can preserve what makes golf so appealing to those who play it and provide an experience that is appealing and welcoming to newcomers from all backgrounds.
Are you optimistic?
The best way to predict the future is to create it, so we need to start shaping that future now. We want a future where anyone could walk into a golf club or facility and feel welcome and comfortable in that environment. We know places like that exist now, where you could walk in and feel that warmth and acceptance, but we also recognise there are places that are not like that at all. We can envisage the future we want; the task is to put our energy into making it happen.
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