News from the crew

We golfers love to wear baseball caps for reasons of style and perceived protection against the sun. The younger tour golfers of course look great in caps but we should remind ourselves that their behavior is partially driven by the millions they make in endorsements including sponsor branding on headwear. But as we age the effects of the sun have a cumulative toll, making us mature guys and gals more susceptible to damaged skin, skin cancer and its more deadly form melanoma.

The numbers are jarring. According to the Skin Cancer Foundation more Americans are diagnosed for skin cancer each year than ALL OTHER CANCERS COMBINED. By age 70, one in five Americans will develop skin cancer. Actinic keratosis which is the most common form of pre-cancer affects some 58 million Americans. Seven out of eight cases of skin cancer including melanoma are a direct result of ultraviolet rays from the sun. Indeed the research linking sun damage to skin cancer shows a greater casual relationship than even smoking to lung cancer.

Skin damage is cumulative over one’s life span which is a primary reason why the majority who do develop melanoma are white men over age fifty five. And men perhaps because they tend to spend more time outdoors are typically more lackadaisical about protecting their skin are three times more likely to die from melanoma than women by the time they reach their eighties.

If you are sixty and over and wear a baseball cap during four or five hour rounds of golf, you may want to consider a change for two reasons. First, the majority of baseball caps are not made with fabric that protects against the sun’s UV rays and secondly they do not protect prominent areas such as the neck, ears, nose, cheeks and chin that can be particularly susceptible to skin cancers.

Invest in wide-brimmed sun protection

Given the increasing risk of sun cancer, golfers sixty and over should consider a hat that offers UV protection and a wide brim of 3 inches or more that keeps it shape. It should be a secure fit or include a chin strap so it doesn’t easily fall off while putting or ball striking. Wide brim hats are particularly important from March to October during prime sun time of 10 am — 4 pm, even during a cloudy day which still receives 80% of the ultraviolet light of a sunny day.

A wide brim hat with UV protection is one very important adaption for mature golfers to reduce the chances of skin cancer. Unprotected areas should be covered by sun screen every two hours with a sun protection factor (i.e. SPF) of at least 50 and sleeve extenders are also helpful.

Unfortunately, I have had first hand experience with facial skin cancer and the treatment is not a day at the beach (pun intended!). The good news is that you can reduce the odds with a few simple changes noted above. My company Fore!Sixty is committed to promoting wide brim hats and sleeve extenders and doing what ever we can to build awareness among what we believe is a must susceptible group … the ten million US golfers sixty and over.


Jim Plumb is the co-founder Fore!Sixty. He has lived his whole life in Southern California and makes his home in beautiful Coronado just across the bridge from San Diego. He can be reached at

New Offering Driven By Explosive Growth of Podcast Format with Estimated 160mm Unique Podcast Listeners in US Alone By 2023.

Within a few brief years, podcasts, especially those in the sports industry, have become a must-have tactic for every one selling a product or service. According to Buzzsprout there were 120 million US podcast listeners in 2021, a number that is expected to grow to 160 million in 2023.

Over half of the US adult population now listens to podcasts on their computer or smartphone, at home, or while exercising or driving to work. One third of the population listens regularly and 80% of listeners take in all or almost all of an entire podcast. Podcasts on sports, health, and fitness represent over a third of all podcast listens.

Podcasts are an ideal medium for the passionate golf community that can’t get enough information about golf tips, golf equipment, golf travel and golf courses. Golfers who are often frustrated with the chaos of Facebook and the intrusion of emails seem to enjoy an uninterrupted informational format they can easily access according to their own schedule.

And the demographics for podcasts virtually mirror that of the golf industry as two out of three podcast listeners have at least a four year college degree with an average household income over $75,000. One fourth of US adults over fifty five listen to a podcast at least once a month. According to Buzzsprout 81% of podcast listeners say they are more likely to respond to a podcast than an ad from social media, TV or radio.

These powerful tailwinds are behind the formation of GolfCast which is offering an industry specific, turnkey, professionally hosted and edited podcast solution for under $1,000 that requires no more than an hour or two of the client’s time. In the case of golf courses, the roughly, twenty minute promotional product consists of an interview with the club pro or course executive and follows a suggested storyline including golf course history and folklore, noteworthy landscape elements, marquee holes, typical clientele, membership options and additional amenities including lessons, events and food facilities.

According to Coronado (CA) Golf Course Golf Pro and GolfCast podcast client Brian Smock, “The podcast GolfCast created for us is destined to become an integral part of our overall marketing program and has received rave reviews; it would have taken far more time and money if we were indeed even able to do it at all, in house”.

GolfCast host Jim Plumb has a unique viewpoint of golf industry podcasts as someone who is a three decade marketing veteran of the industry.

Says Plumb: “Though my partner and I are former advertising and media executives, it took us the better part of a year to master the art and mechanics of a golf podcast. There are a lot of moving parts including equipment and set-up, discussion narratives, editing, and distribution and plain ole knowledge of the golf world itself. Good podcasts tell a story that represent a nice balance between entertainment and education. We have become real fans of the medium and are excited to be at the unique intersection of golf marketing and podcast production specialists”

GolfCast realized that the podcast skills and relationship they had perfected would be ideal for the almost 20,000 golf courses in the US and Canada and the thousands more regional golf travel, golf services and golf associations working hard to build their brands. Every golf course is different and for course proprietors, a podcast provides a one-of-a-kind medium to favorable portray a course’s unique personality in a compelling uninterrupted format. Golf businesses can then promote the podcast’s digital link on their website, Facebook page and via emails and market on their business cards and newsletters.

The GolfCast promotional podcasts will have a regular suggested price of just $995 per podcast but the company will offer a $200 launch discount from now to June 30th and will also have special pricing for customers who purchase a minimum of three podcasts.

A link to the Coronado Golf Course promotional podcast is available here.

GolfCast has also recently completed a second podcast with Gene Parente founder and President of Golf Laboratories available here

Interested parties should contact Ralph Fascitelli at

on-golfers might respond with eye-rolls to any suggestion that the game of golf provides participants with quality exercise, especially compared to other sports. But according to a new research study supported by the R&A, golf is not only a good form of exercise, it can significantly improve quality of life for older golfers in a host of different ways.

Over the course of two years, duel research teams at the University of Southampton in England and the University of Southern California studied the effects of playing golf on older participants. The result is the “The Strength and Balance Study,” which concluded that golf provides numerous “strength and balance benefits” to older golfers.

The two research groups went about things slightly differently. Researchers at Southampton studied 152 people 65 and older to “demonstrate the physical and psychosocial benefits associated with playing recreational golf regularly by comparing physical measures between older golfers and sedentary non-golfers.”

Scientists at USC, on the other hand, tracked 15 individuals to find “if non-golfers developed these benefits while undertaking a 10-week instructional golf training programme.”