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Someone recently asked me why I don’t play more golf. My response? “Because, I don’t enjoy it that much.”

That stopped my friend cold until she said, “fair enough,” and left it at that. But it got me thinking: Why don’t more women play golf? I’m certainly not the only one asking, as it is one of the key questions in the industry, perhaps more now than ever.

So why don’t I play? Because at this point in my life it takes more time than I am willing to invest. I’m also fairly certain that I’m not alone thinking that way. Two or three hours, start to finish, would be great. Five to six? Sorry, not for me. At least not now.

Don’t get me wrong. I enjoy nine holes now and then with select playing partners: Close, non-judgmental friends or my ever-patient husband (who gets more of a charge out of my occasionally good shots than I do). And I love what’s happening in golf fashion: the cool shoes, new bright colors, tech fabrics, skorts and cropped pants. But the process and the frustration of playing send me into orbit.

Last week I made my annual pilgrimage to golf’s PGA Merchandise Show. I’m sure many of you were there, too. Of course I was representing a number of HPR’s clients—including www.cutterbuck.com, www.sligowear.com, www.golftec.com. Plus I was walking the aisles listening to and looking for the new, not only products and people but also the current buzz words and trends. I carved out some time to attend a few of the industry forums and presentations. Especially those, and there were quite a few, dealing with women and golf.

It didn’t take long for me to reach my threshold of “girl talk.” I’m not saying it isn’t important for the industry to discuss how to attract women. But the concept seems so simple and logical to me while the industry once again is rewinding and re-emphasizing women. This has to be the third or fourth time during my 25-year involvement in the game.

Intellectually, factually, and philosophically women have buying power. They make the household purchasing decisions and are the arbiters of family time.

PGA of America CEO Joe Steranka, in his keynote address to introduce Golf 2.0 (as the latest initiative to grow the game is called), stated the importance of getting women interested in the game: “People forget that women control 78 percent of the household spending.” (Steranka also said we need to make golf more fun and less intimidating. Like we’ve never heard that before!)

So what has that done for golf so far? Women come, women go….

I’m getting a little tired of going to seminars, conferences, and break-out sessions to talk about women and golf. For years, women have been a major focus of the industry. Yet, the manufacturers of equipment, purchasers of advertising, and powerbrokers of the game just talk the talk. They don’t put real money into reaching this allegedly important constituency.

At the PGA Show, four women’s golf organizations—including the Executive Women’s Golf Association (I’m on the national board of directors)—announced an alliance to pool their years of expertise, data, and observations regarding what women golfers want. The National Women’s Golf Alliance (NGWA) will utilize this collective information and establish a base of standards and best practices that could help make golf facilities more welcoming and attractive to women while enhancing golf’s overall appeal to us.

Simultaneously, consultant Donna Orender (formerly with the PGA Tour and WNBA) is leading the women’s initiative within Golf 2.0 and has been tasked with growing the number of women entering the game. So we’ve already got several different factions trying to address the same issue. Typical.

How about if we start by getting together, creating one big, smart, powerful group, and speaking with one voice as we all play nice in the same sand box (or bunker)?

Jann Leeming, who ran a research and consulting firm to assist Fortune 1000 companies understand women’s buying motivations and purchase behaviors, knows a thing or two about women.  With her husband, Arthur Little, and through The Little Family Foundation, they've funded research into women's golf preferences and in particular, golf course playability. Leeming says it's really pretty basic: “Women want choices. They want the same things that men do—tee options, apparel selection, a friendly greeting and inviting atmosphere.”

There are volumes of information, data, and research available for anyone to see at www.golfwithwomen.com. I urge you to take a look.

Golf isn’t easy: It takes time, lessons, practice, the right equipment, a welcoming environment, and cooperation. That’s true for women, for men, for juniors, for everyone who wants to play it whether it’s in Birmingham or Beijing.

As for me, I promise to give the game another try come spring. Maybe by then we’ll see some progress in attracting more women like me—those I consider prime candidates to get into the game. I’ll get back to you.

Or, I could just go play in my garden or spend those same hours in Nordstrom. And I won’t be alone, I can promise you that.

- Karen Moraghan