Hitting the Links: Marketing Partners Promote Opportunity Through Golf

By George Berkheimer



It was a love of golf that brought two local entrepreneurs to a business partnership three years ago. But it was a stroke of inspiration that moved them to share their enthusiasm for the game with others.

Deborah L. Stroman, president and owner of Stroman Athletic and Asset Management, and Jandie Turner, president and CEO of Ensightful Management Consulting, Inc., met while serving on a University of Virginia scholarship advisory board. "We discovered we were both athletically inclined and lived near each other," said Turner. Their friendship later led to a partnership that combined their talents in Acuity Sports Marketing, Inc., a national sports marketing firm specializing in event planning and management, affinity group marketing and industry research, consulting and education.

Stroman and Turner recently enhanced their business by acquiring an embroidery service in the Columbia Mall. "It allows us to offer a direct custom service to clients who want to advertise through sportswear and clothing," said Stroman.

Following the award of a $100,000 JREF loan in early August, Acuity Sports Marketing is now poised to hire additional staff, expand operations and increase brand awareness through focused marketing efforts. "We're really excited about the loan," said Stroman. "It's going to allow us to make even more services available."

The duo's latest endeavor, Soulful Golf, Inc., has experienced a similar growth curve. The nonprofit organization seeks to increase the number of women and minorities who play golf. Stroman said the idea emerged when she and Turner looked at the game's demographics and statistics after organizing a few golf events for friends and pondering the common perception that women and minorities often miss out on opportunities to connect with people who can help them. "For starters, it's a $62 billion a year industry," said Stroman. They discovered an idea that was marketable and profitable.

"Golf is such an important game for business," Stroman continued. "So many bankers, attorneys, accountants and financial planners enjoy the game." As a result, she said, many CEOs strategically invite people in these positions to a course knowing they'll get three to five hours of quality time with their quarry in the bargain. "You don't get the same attention at a lunch meeting or at a wine and cheese function," she explained.

In addition to spending time alone with a potential backer or partner, Stroman observed that golf offers businesspeople something else: a chance to judge someone's personality. "You can find out if someone's competitive, or if they cheat and bend the rules," she said. "If you're not sure you want to do business with someone, it's a good character check."

Since its founding, Soulful Golf has introduced hundreds of businesspeople to golf throughout the United States. "We provide the volunteers and handle online registration and financial considerations," said Stroman. "If somebody doesn't have equipment, we can provide that, too."



Dropping the Handicap

In June, Soulful Golf began hosting a series of golf lessons for local businesswomen at Columbia's Hobbit's Glen Golf Club. The first of the so-called Sweet Spot Academies sold out within one week and counted Gloria Berthold, president of Marketing Outsource Associates, Inc., in Elkridge, and Donna Richardson, government and public affairs manager for Comcast Cable Communications, among the professionals who participated.

"I thought it was a unique approach to learn about golf in a very comfortable process," said Berthold, whose company provides Internet-based services for small minority-, disadvantaged- and women-owned companies doing business with the federal government. Berthold admitted she had never spent more than 30 minutes on a golf course before signing up for the academy. Since completing the course she is "absolutely looking forward to playing in the future" and taking advantage of a business strategy that she refused to risk in the past.

Richardson had previously taken lessons but said she encountered little opportunity to play enough to improve her game. "I found it very beneficial to take the course with other women in the business community and not have any pressure as we tried to improve our skills," she said.

According to Berthold, those who complete the course should have little difficulty trying to fit into the golf environment. "Aside from mechanics, it conveyed a very good understanding of the rules and etiquette," she said. "I'd recommend it to any of my business associates, male or female."



Something for Everybody

In Turner's eyes, launching Soulful Golf "was like working two jobs, and we had to rely on the friends and family network," but word-of-mouth advertising began to pay off in referrals.

"We now have relationships with most golf courses in Maryland and a statewide network of golf pros," Turner said, which means local customers can choose a course to fit both their comfort level and pocketbook when they request lessons. Since taking steps to officially brand their concept in 2003, the duo has expanded their territory nationally by negotiating with golf courses and pros in other states as the need has arisen. "We've even been invited to organize an event in Kenya," added Stroman.

In addition to individual instruction and special clinics designed to introduce women and minorities to the game, Soulful Golf also offers full- and half-day team-building exercises for executives, entrepreneurs and their employees. "We try to offer something for everybody, including novices and regular players," said Stroman. "We can't turn you into a Tiger Woods or an Annika Sorenstam, but we can make it fun and help you enjoy the spirit of the game."