While the US economy is struggling to recover, the golf industry continues to grow. New data from the Sports Business Journal (via The PGA Tour) reveal that more people are playing golf and driving the industry’s explosive growth. Between 2011 and 2015, membership in private golf clubs in the US grew from 6.2 million to 7.5 million. This makes private golf clubs in the US the second-largest participation sport in the country. Only soccer (football) has more participants.
The industry’s growth is thanks in part to increased household income as well as better access to quality golf courses. But the biggest factor driving growth is technology – specifically, mobile devices and the internet. The rise of the “digital nomad” and the “digital native” generation has opened the doors to new members, as well as provided existing members with new ways to engage with the golf community.
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Why Are People Joining Golf Clubs?
For years, the sport of golf has been dominated by men, and the demographic has largely remained the same. That is changing as more and more women are finding their way to the course. In fact, between 2001 and 2015, the percentage of men in the US dropping their clubs dropped by 2%, while the percentage of women joining golf clubs increased by 10%.
The trend is similar around the world. For instance, between 2010 and 2015, the percentage of men playing golf in the UK fell by 4% yet the number of women playing increased by 14%. In 2015, there were 280,000 women playing golf in the UK compared to 260,000 men. This represents a 14% increase in female participation in just five years.
The trend is also true of millennials, the generation currently dominated by digital devices and the internet. According to the Global Golf Market Sustainability Report, millennials are driving the change in golf. The report states that 50% of millennials would consider themselves “somewhat” or “very” competitive, compared to 42% of Gen-Xers and 40% of Boomers. In addition, 21% of millennials are motivated to join a club to make new connections, while 17% want to be among a group of people with shared interests.
New Ways To Engage
Thanks to the internet, digital nomads, and mobile devices, existing members can continue enjoying the benefits of their club without having to leave their homes. New members are discovering the perks of a social membership at a golf club, especially since so many options for meetings and events have been made available through online booking platforms.
For instance, Active Golf Monthly (formerly known as the American Golf Monthly), a publication catering to golfers, notes that “digital nomads, millennials, and others are looking for ways to engage with the community. They want to be a part of something bigger than themselves.” The publication further reports that “golf is more accessible than ever before,” which is attracting new members.
Similarly, the Global Golf Market Sustainability Report notes that younger generations are leading the change in golf, and not just in terms of membership. They are also driving the industry’s shift towards greater sustainability. According to the report, millennials are leading the way in terms of wanting to play golf more sustainably, with 74% stating that they are more likely to buy eco-friendly equipment.
Emerging Markets For Golf
The traditional golf market – with its country clubs and famous courses – still has a stronghold in the US. However, as more and more people flock to the golf course, new business models are emerging, allowing for greater global access to the sport.
Last year, Pebble Beach Golf Links in California became the first-ever international-standard golf course, welcoming players from around the world. The iconic Jack Nicklaus-designed course opened its doors to the public in June 2018 and is now available to play. Other courses have followed suit and now provide international access, with many now hosting regular international competitions.
Golf is also becoming popular in countries where it had previously been a niche sport. According to The PGA Tour, the number of people playing golf in China more than doubled between 2011 and 2015, rising from 200,000 to 500,000. This represents an increase of 40% in just five years. Similarly, the number of people playing golf in Brazil more than tripled during the same period, rising from 200,000 to 600,000. This is an increase of 60% in just five years.
The increased globalization of the sport is allowing for greater competition, which is driving down the cost of playing. For example, a week of golf in the US costs around $500, yet the same week in Ireland is just $150. The Global Golf Market Sustainability Report notes that the cost of playing golf in emerging markets is “relatively low,” which is attracting more people to the sport.
The growth of golf is impressive, but it also has its downsides. For instance, with more people playing the sport, the number of balls flying around has increased – leading to pollution problems. In 2018, the state of New Jersey passed a law banning the sale of golf balls containing certain compositions, including zinc and lead. The law was aimed at reducing pollution caused by the manufacture of balls.
Golf’s Future
Thanks to the increased participation in golf, more and more people are discovering its health benefits. According to research, playing golf can help reduce depression and anxiety, as well as promote social engagement and flexibility.
Additionally, the Global Golf Market Sustainability Report notes that the industry is heading towards greater sustainability. The report states that while there is still some way to go, golf courses are taking steps towards reducing their water consumption and waste.
Water usage is indeed a huge problem, with courses across the country using around 4.21 billion gallons of water each year. Golfers can help reduce water usage by taking shorter showers and turning off the sprinklers when they’re not needed. Waste is also a major issue, as there is a lot of food and drink involved in the game. The industry is working to find more efficient ways to serve food, with some courses serving a la carte meals rather than catering. These efforts are helping drive down food waste and the environmental impact of the game.
The future of golf is looking brighter, with more people interested in the sport than ever before. New members are discovering its benefits while existing members continue to lead the way in terms of wanting to play more sustainably.