The past two years have been a pivot point for many things in our society, and the golf world is one of them. Good changes have happened for the golf game in attendance, culture, hospitality, technology, and irrigation. Learn how you can set your golf course up for success by answering the needs of this Next-Gen growth and change.

502 million rounds of golf were played on courses in 2020, a 14% increase of 2019. The average golfer played 20 rounds. -NGF National Golf Foundation.

Golf Resurgence

In a few years, the golf industry has seen massive shifts. Only seven years ago, golf was declared dead. Indeed, since 2003 it lost an estimated 7 million golfers, and over 1,200 courses were closed while remaining courses struggled to stay open, and even more so during the early COVID months. “Hopes for a turnaround in golf are shattered by the COVID pandemic,” said one writer in March of 2020. Well, not really, because look at golf now! The realization that golf is a safe form of entertainment created a very welcomed resurgence of play along with robust Millennial participation propelled most golf courses into a growth phase.

Next to growth in physical play, we’ve seen a significant increase in golf viewership on TV, and the off-course golf venues saw increased interest. Some people question whether the COVID-induced golf demand will continue.  That depends on a few factors, the biggest being how golf courses take advantage of a golden opportunity.

Changing Generations

Only three years ago, it was widely said Millennials would kill golf, which has been proven untrue. On the contrary, next-Gen brings golf growth. Gen X and Millennials are the new core golfers, and they want to play golf!

The golf patriarchs, Boomers, have surrendered their long dominance to willing younger generations. More than a third of on-course golfers are Millennials (age 23 to 38), and they now outnumber Boomer golfers. At 72.1 million, Millennials are the largest living adult generation ever and an additional 14 million Millennials say they want to try golf. (Statistica)

Gen Xers make up another substantial segment of golfers, and of Gen Z-ers Juniors (6-17) and young adults (18-34) form over 35% of on-course golfers.

Women in Golf

Women comprise more than 25% of on-course and over 40% of off-course golfers. Women’s interest is essential, so it behooves operators to make their courses women-friendly.  Women want to feel welcomed and included, which is a relatively inexpensive and straightforward thing to do.

Golf Abroad

Golf interest in India and China has surged, and we can expect to see more golfers from these countries on TV. In addition, Asian golf brands may also appear in our market, and more tournaments will be played in those countries

Set Your Course for Success

This opportunity will be golden if the courses understand and adapt to the wants and needs of their “new” golfers. Catering to the next 50 years of golf customers means courses will need to adjust every aspect of their operations.  So what do you need to change to be successful?

• Offer healthier and better-quality food and beverage choices.
• Offer clothing options with a focus on younger and female customers. Clothing that includes golf technology, such as body positioning and swing monitoring sensors, is trending and a worthy addition.
• Tailor faster golf events for younger generations, such as 9- and 6-hole play options and shorter fairways. 
• Technology is a must. Younger players love the increased social and gamified aspects of golf, but they expect to find “an app for that.”  You need to provide GPS on carts and suggest apps for swing analysis, hole positioning and other improvements.  Offer them electric self-driving push carts that follow them around the course.
• Learn how to use Social Media effectively, because younger folks are active with social media and appreciate their golf course also being active.
• The younger players find the environment and climate important. They listen to the media and want to know what you are doing to impact the environment positively. To build loyalty with them, you should provide information on how you manage the environmental impact of your golf course regarding agronomics, water use, and biodiversity. You can add signs on your course and share this information on social media. Check with Wolf Creek Company how you can switch to solutions that are more environmentally effective.

Sagacity Golf offers the following key tips

• Offer free club loaners and pair them with paid lessons.  Money is tight for many young people and golf equipment is expensive.  Loaners allow them to try different clubs and start playing golf before investing in equipment.
• Offer different styles of play.  Foot and disc golf have already been proven successful.
• Interact on Social Media. Be active online, both on your website as well as social media. Create online relationships with current or prospective golfers and establishes you as an expert. Thank customers for choosing your course.
• Create social tournaments for local young adults, including 21-to-35-year-olds. They want in-person social time with others their age.  Give them their own space!
• Partner with local merchants to offer incentives.  One course has local restaurants offer free samples at each tee box. The goal is to play golf, but more importantly have a social time and taste food.  This is attractive for young players, women, and established players alike.
• Inbound Marketing. Create content on your website and social media that attracts customers. Be the golf expert and provide answers. Post videos that help people become better players and learn the ins and outs of the game.

Golf is Here to Stay

After more than 600 years, do we think golf is dying?  No, golf is doing great and is transforming. However, superintendents and their courses will only be successful when they take advantage of the Next-Gen golf growth. Ask and listen to your players, be creative and have fun playing!

In our follow-on article, we will examine the changed state of golf irrigation. Read more Golf articles here.