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This profile was last updated on 2/17/15  and contains information from public web pages and contributions from the ZoomInfo community.


Sports and Leisure Research Group
445 Hamilton Avenue Suite 1102
White Plains , New York 10601
United States


Employment History


  • M.B.A.
    The Wharton School of the University of Pennsylvania
  • Tufts University
  • MBA
186 Total References
Web References
April | 2014 | ING Golf, 1 April 2014 [cached]
It will immediately follow a Golf Marketing Trends seminar conducted by Jon Last, Founder and President of Sports and Leisure Research Group, a full service marketing research consultancy that supports leading brands in sports, travel and media.
Last will share recent research in his presentation, helping attendees gain a greater understanding of how the utilization of Internet and Social Media Marketing can blend with traditional marketing methods in delivering messages to the golf consumer.
EWGA's BOD, Jon Last, honored ..., 4 Jan 2015 [cached]
EWGA's BOD, Jon Last, honored by Golf, Inc. Magazine
Jon Last EWGA (Executive Women's Golf Association) Board of Director, Jon Last, was in Golf, Inc. Magazine's recent listing of the eighteen most innovative people in the golf industry included the likes of a number of leaders in golf facility development and management. But rounding out the list was a marketing researcher-Sports and Leisure Research Group Founder and President, Jon Last. As one more used to creating lists than being included on them, Last was surprised to be selected from among an extensive group of several hundred nominees. Said Last, " I feel that our firm's commitment to rigorous research standards coupled with an insatiable appetite to translate our findings into something that our clients find meaningful and actionable is a necessity in this world of data overload.
Sports and Leisure Research Group, 5 Jan 2014 [cached]
The November 26th issue includes coverage of SLRG President and EWGA Board member Jon Last's white paper on the outlook for sports travel in 2014. The brief whitepaper was presented as part of the recent TTRA/US Travel Association Market Outlook Forum in Chicago.
Read More > POV: A Unique Inflection Point for Sports Media/Communications Strategies November 20, 2013
As referenced below in our recap of recent research of interest and in SLRG President Jon Last's November Media Post column, 2013 has afforded us numerous opportunities to examine the evolving ways in which consumers engage in various sports and leisure related communications.
In November's column, SLRG President Jon Last speaks to how the proliferation of vertical sports media has presented new strategic necessities for sports marketers looking to optimize the impact and effectiveness of their communications with sports fans.
In the October 2013 Media Post, SLRG's Jon Last laments the death of EA Sports' college football game franchise as a possible foreshadowing of how the legal turmoil swirling around the NCAA could erode the brand's equity.
SLRG President Jon Last is quoted in this thoughtful look at how the landscape is changing for resort marketers.
In this month's post, SLRG President Jon Last recalls some of the more memorable promotions and what sports marketers can learn from them.
Read More > Marketing In The Era Of The Modern-day 'Joe Hardy' August 13, 2013
In his August, 2013 posting, SLRG President Jon Last offers perspective on the marketing implications of the PED scandal in MLB as well as the litany of sensationalistic off-field stories on high profile athletes.
But, as SLRG President Jon Last explains in his July 2013 Media Post commentary, that doesn't necessarily lead to better strategic decisions, unless sports marketers can navigate the pot holes.
Read More > Wharton Checks into the Golf Business June 24, 2013
Sports Business Journal's Michael Smith reports on the Wharton Sports Business Initiative Business of Golf panel discussion, moderated by SLRG President Jon Last.
Read More > Transparency, Accountability And Accessibility As Mandatory Marketing Assets In An Era Of 24-7 Visib June 11, 2013
SLRG President Jon Last's June 2013 posting speaks to new paradigms for properties looking to maintain positive constituent relationships, and offers up an action plan that can build brand equity
Magazine has named SLRG President Jon Last to its list of the most innovative people in the golf business.
Read More > June 2013 Golf, Inc: The Good News for Private Clubs May 17, 2013
In his latest commentary, SLRG President Jon Last cites recent research conducted with private club members, to reveal some welcomed positive momentum.
In this month's Media Post: Marketing Sports, SLRG President Jon Last uses a cooking metaphor to warn those embarking upon marketing research: It's the chef, not the ingredients that make for a great meal.
In his April 13 column, SLRG's Jon Last provides a basic primer on four initial considerations that sports marketers should think about before conducting marketing research.
In his March 2013 Media Post: Marketing Sports item, SLRG President Jon Last observes that the World Baseball Classic offers a compelling alternative to the malaise of traditional All-Star games.
SLRG President Jon Last's February 2013 Media Post column explores the marketing implications of a contradiction of sorts among football fans, revealed in new SLRG research---Fans are concerned about player safety, yet a large number would risk the long-term impact of concussions for a chance at NFL stardom.
SLRG President Jon Last's January 2013 Media Post column highlights how impending jumbo-tron wars, NCAA Conference realignment and the build up to a Meadowlands Super Bowl are among the top sports marketing events to look forward to in the year ahead.
In his December, 2012 Media Post column, SLRG President Jon Last reflects on how recent empirical research and anecdotal observation has reinforced the fact that live sporting events are a uniquely engaging and receptive environment for brands.
Read More > 'Pampered' Athletes NOT behaving Badly November 15, 2012
In his November column, SLRG President Jon Last finds a refreshing potential "diamond in the rough" in the game of identifying endorsement worthy pro athletes.
Read More > A Quick Nine with EWGA's Board of Directors: November 15, 2012
SLRG president and EWGA Board Director Jon Last is profiled in the November 14 issue of the EWGA's newsletter.
In his October 2012 Media Post column, SLRG President Jon Last identifies those unique selling points that have made the game so popular.
Read More > Golf Inc--Fall 2012: What We Need to Make Player Development Programs Work: October 4, 2012
SLRG's Jon Last outlines his thoughts on the implementation necessities to maximize the impact of golf's focus on developing the next generation of participants.
Read More > It Isn't Enough To 'Catch A Rising Star' September 11, 2012
In the August 2012 Marketing: Sports, SLRG President Jon Last provides research driven guidance on the potential pitfalls of trying to attach the future of a sport or brand to individual stars, with some valuable lessons from golf, tennis and football.
Read More > Research Business Daily Report: September 10, 2012
RFL Communications' Bob Lederer's 9/10/12 video interview of SLRG President Jon Last, on the evolving role of D-I-Y (Do it Yourself) platforms, in the research tool kit.
In the August 2012 Marketing: Sports posting, SLRG's Jon Last speaks to the key elements required to measure return on sports marketing objectives.
In the June 2012 posting, SLRG President Jon Last discusses how observational research has evolved to deliver more actionable insights in sports marketing.
SLRG President Jon Last contributes five of Golf Inc.'s "25 Big Ideas for stimulating and powering the golf industry into the future"
Read More > PGA Magazine Industry Insider--April 2012: Jon Last on Customer Relationship Management:
In his April 2012 Media Post: Marketing Sports column, SLRG President Jon Last reflects on how the Miami Marlins' new stadium exemplifies how event venues are becoming a more critical element of the marketing mix.
Read More > Super Stars Exit ... Leaving Sports Marketers In The Wake March 13, 2012
Media Post Marketing Sports: SLRG President Jon Last's March posting speaks to the lessons learned and steps to be taken by sports marketers in this recent period of high profile player movement.
In his February Media Post: Marketing Sports column, SLRG President Jon Last discusses why sports fan perceptions of a still shaky economy are not a contradiction to their more bullish behaviors.
Read More > Sports Illustrated: February 8, 2012
SLRG research and President Jon Last are cited as part of the magazine's look at the year ahead in golf equipment marketing.
Read More > GOLF INC.--WINTER 2012: February 1, 2012
SLRG President Jon Last's commentary piece speaks to the changing mindset of today's golfer and how facilities must adapt to deliver customer service that meets expectations.
SLRG President Jon Last joins industry colleagues with ruminations on the year ahead in marketing research in RFL's annual report.
In the October "Activate", SLRG President Jon Last outlines best practices for building customer loyalty.
Read More > Cactus Call September 20, 2011
Jon Last's guest column in the SouthWest MRA newsletter speaks to how marketing research professional development needs to evolve.
The Summer 2011 issue features SLRG President Jon Last's commentary on how golf facilities can increase rounds and revenue from women, drawn from Sports and Leisure Research Group work for the NGCOA and Little Family Foundation.
Read More > 2011 Custom Fitting Study--National Media Coverage
SLRG's groundbreaking study on custom club fitting for leading retailer GolfSmith and the Sports Illustrated Golf Group, was unveiled at the 2011 PGA Merchandise Show. Legendary Golf Instructor Hank Haney joined SLRG President Jon Last and others to reveal the findings, which were featured in a number of media.
In the May Marketing: Sports column on Media Post, SLRG President Jon Last reflects on how the sports fan audience is a most fertile target for viral marketing and consumer engagement.
SI Columnist Gary Van Sickle's 2011 golf season preview roundtable discussion incl
2005 Conference | Golf 20/20, 1 Jan 2005 [cached]
Jon Last, VP of Research and Development, Golf Digest Companies
Sports and Leisure Research Group, 5 Jan 2014 [cached]
Jon Last
With over 20 years of management experience, Jon Last is founder and President of Sports and Leisure Research Group, a White Plains, NY based full service marketing research consultancy that supports leading brands in sports marketing, travel, media and leisure categories as well as a host of golf, travel and consumer product company clients.
Jon's previous experience includes more than seven years as Vice President of Corporate Marketing, Research and Brand Development for Conde Nast's Golf Digest Publications division. At GDP, Last and his team built a full service marketing research, relationship marketing and strategy firm that was leveraged to drive over $ 30 million of advertising revenue annually and emerged as a leader in supporting marketers in golf and travel.
Prior to leading the Golf Digest Publications marketing efforts, Last served in senior marketing and strategic planning roles within the leisure and sports industries. At the PGA of America, Jon developed and managed all marketing research, including initiating the All About Golf series of consumer segmentation studies that received national attention in The Wall Street Journal and American Demographics. Jon also oversaw marketing and retailing activities surrounding the PGA Championship, Ryder Cup Matches and PGA Golf Expositions. Jon has also overseen loyalty marketing, E-business, marketing research and product management for a leading cruise line.
A frequent speaker at national industry conferences and a recognized expert in the golf, travel and media research space, Jon Last currently serves on the national boards of directors for Marketing Research Institute International (MRII), The Executive Women's Golf Association (EWGA), Council for Marketing and Opinion Research (CMOR) and is immediate past president of the Marketing Research Associaton (MRA). He received MRA's national Award of Excellence in 2004. In 2013 Last was named one of the most innovative people in the golf business by Golf, Inc. Magazine.
Last holds an M.B.A. from The Wharton School of the University of Pennsylvania and is a magna cum laude graduate of Tufts University.
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