How Five Iron Golf's CMO Jed Lewis is Driving the Sport into the Urban Future - One Swing at a Time

As the Chief Marketing Officer at Five Iron Golf, Jed Lewis finds himself in the unique position of having to sway the hard-core golf pros while simultaneously encouraging the casual weekend swingers to putt their way into this ever-growing urban golf experience. It’s a tall order, especially against the backdrop of golfing's resurgence, with over 45 million Americans grabbing clubs in 2023. From traditional courses sprawling across sun-soaked greens to the increasingly popular indoor simulators and driving ranges, the golf landscape has morphed noticeably.

Five Iron Golf positions itself not just as a place to swing a club, but as a technology-driven, year-round haven for golf enthusiasts and novices alike, nestled conveniently in urban locales. This approach allows them to cater to everything from corporate outings to birthday parties, all while maintaining a diverse atmosphere that encourages players of all skill levels. With plans to expand globally, including an impressive 12 new locations slated for Florida, Five Iron Golf is poised to capture the hearts—and wallets—of golf aficionados everywhere.

For Lewis, understanding the various motivators behind different golfing demographics is essential. "We’re not just targeting the low-handicap player; we want to attract everyone from the dedicated golfer to the occasional visitor who’s unsure what to do with a golf club," he says. This insight informs a marketing strategy rich in consumer obsession, agility, and a keen awareness of the entire customer journey—without drifting too far into the depths of lower-funnel tactics where many marketers accidentally wander off course.

Marketing plans at Five Iron Golf aren't cobbled together on a whim; they emerge from a solid foundation of research and deep dives into customer personas. By addressing the full marketing funnel — from the initial spark of awareness to the satisfying crunch of conversion — the brand aims to ensure that even those who may not know a birdie from a bogey can find their way through the marketing maze. Metrics such as website traffic, new user sign-ups, and standard key performance indicators like return on ad spend are proof points of their strategic endeavors.

The marketing team itself is an orchestra of specialists, each playing their part in the symphony of brand strategy and execution. These experts work collaboratively, honing their crafts and tapping into technological resources like project management tools and CRM systems to enhance their internal communication and execute their marketing strategy seamlessly.

Yet, the commitment to collaboration extends beyond the walls of Five Iron Golf. Franchisees are nurtured through personalized marketing support that takes into account the whims of local markets, allowing them to adapt brand strategies effectively while maintaining a harmonious brand identity. Vendors, too, are embraced not merely as service providers but as partners in a shared mission to enhance this unique golfing experience.

In a digital age where social media reigns supreme, Lewis understands its importance in engaging the community and forging connections with the brand. Influencer partnerships amplify their message, injecting a touch of charisma into the marketing mix, proving that when it comes to golf, even the mundane can be made exciting and shareable.

With budgets stitched closely to revenue and resources allocated thoughtfully based on seasonal swings, the Five Iron Golf marketing team navigates their fiscal waters with the same poise expected on the fairway. They don’t shy away from data analytics; instead, they wear it like a favorite golf glove—comfortably, while optimizing campaigns for maximum visibility and effectiveness.

For those aspiring to don the title of CMO, Lewis shares sage advice: Understand your audience, be adaptable in an ever-changing environment, foster collaboration, and balance data-driven decisions with creative intuition. Most importantly, commit to a lifelong pursuit of learning. After all, in golf—as in marketing—there's always room for improvement, a new approach, or an unexpected hole-in-one.