By Mark Buckshon
Canadian Design and Construction Report staff writer
In the world of construction, where relationships are as foundational as concrete, a significant amount of networking happens not in the boardroom, but on the golf course. Recognizing that women are largely absent from this critical social space, one industry leader has launched an initiative to equip them with the confidence and skills to claim their place on the green.
Jennifer Cross, the director of Regional Development at Chandos Construction in Ottawa and co-founder of City BuildHERS, is spearheading this charge. The group recently hosted its inaugural “City Builders Golf Lab,” an event designed to demystify the sport for women in the construction sector. The response was immediate and overwhelming: 60 spots for the Golf 101 workshop sold out quickly, with a long waiting list of others eager to participate.
Cross’s motivation stems from her own entry into the industry. “When I joined the construction sector, I realized it was the foundation of summer networking and important to be out there claiming your space,” she said in an interview with CBC Radio One before the workshop on Monday (June 16.
Despite having played sports her entire life, golf was new to her. Working in business development, she knew she had to go “where the business is.”
A pivotal moment came when she and her City BuildHERS co-founder, Kristen Buter, attended a local engineering company’s golf tournament. “There were 144 golfers and eight women,” Cross recalled. “We had an amazing day, but we realized that a lot of people were missing out on this experience.” Buter is vice-president, property development at Mastercraft Starwood.
That experience, she argues, is vital in an industry built on trust. Construction is a “team sport” fraught with financial and safety risks. “Nothing gets done in isolation,” Cross said. “You need to have a big, strong network, and people do business with people that they know, like and trust.” Because of the inherent risks, “people tend to do business with the same people because they can trust them.”
When women aren’t present in the informal settings where these bonds are forged, they risk being left out of the loop. While deals are finalized in boardrooms, the foundational relationships are often built socially.
“You have to understand that when you’re building relationships, they’re done socially. They’re not done on zoom,” Cross said. “To get to know somebody and feel like you’re actually building a connection that is done in a more social situation, and golf is just that.”
The several hours spent on a course, walking or in a golf cart, provide uninterrupted time for conversation that builds rapport. “It’s critical for building relationships, because people do business with people, not logos,” she said.
The primary barrier for women, Cross believes, is not a lack of interest in networking but a “confidence factor” related to the game itself. The fear of not knowing the rules, etiquette, or how to swing a club can be stressful and deter participation. “I think that people think other people know how to play and they don’t. So they just say, ‘Oh no, you go, you go.’ And they’re not realizing that they’re missing out on this incredible opportunity to build their network,” Cross said.
The Golf Lab aimed to dismantle this barrier. With golf pros on hand, the 60 attendees were broken into groups to learn the fundamentals: how to swing, chip, and putt. The day was slated to end with a golf fashion show, because, as Cross notes, knowing what to wear is part of feeling comfortable.
She stresses that women don’t need to become experts to benefit. A little time at the driving range to get comfortable is often all that’s needed. Crucially, she wants to dispel a common myth. “The one thing that women need to know is that not all men are great golfers,” Cross said. “I think there’s this assumption that if you’re stuck in a foursome, that everyone’s going to be a great golfer, and they’re not.” She reminds participants that most tournaments are for fun and connection, not intense competition.
While acknowledging that networking can and does happen at other types of events, Cross maintains that golf’s role in the business community remains undeniable. “The crux of the matter is, is that golf is still extremely important to the business community, and so if you want to participate, we’re creating that avenue for you,” she said.
Ultimately, the goal is simple. “We hope that women walk away feeling like they’ve got enough of the basics to just say yes,” Cross said. The hope is that they will not only accept invitations but also feel empowered to invite people they meet and “get involved in the construction networks.”
For those who try the sport and find it’s not for them, Cross advises not to give up on the event itself. There are other ways to be present and build connections, such as volunteering at registration or helping with fundraising on the course. The key message is to participate in any capacity. As Cross simply puts it: “Say ‘Yes’ to the tournament.”
