The changing face of the golf industry

By Mathilda Andersson

In Australia, few sporting organisations boast a proud 100-year plus heritage like the PGA of Australia. The association was founded in 1911 to promote the game of golf and elevate the vocation of golf professionals within Australia.

Today, over a century later, governing bodies like the PGA has their work cut out for them in terms of growing participation and keeping momentum up within the sport. Over the last decade a heap of alarming reports has predicted the game’s demise due to its inability to stay current with the millenials, as the younger generation opts for a more fast-paced, money-saving pastime than 18 holes on the golf course.

Looking at the state of the golf industry today – compared to, say, 100 years ago – ferocious pessimists insist the sport must be on its very last legs because participation is down and has steadily declined for a number of years now, more golf courses are closing than opening and major brands like Nike are leaving their golfing suite behind.

And it’s not only the kids opting out either, numbers demonstrate a spike in nine-hole games and driving ranges between the years 2011 and 2016, as family and work dynamics have changed, making all consumer groups inclined to spend less time and money on leisure activities than before. So-called “family fun” centres such as miniature golf courses also experienced a revenue growth during these years in contrast to many traditional courses.

These new trends indicate that golf, as society in large, is subject to constant change, and that the industry needs to change with it. With socio-cultural, economical and environmental changes around us, the game of golf and its industry has had to adjust accordingly in order to stay feasible.

By now the various attempts to “save” golf by succumbing to a faster, cheaper, and easier way to play, have all become more and more innovative. There have been a number of initiatives and innovations designed to entice younger players onto the course — most of them attempts to speed up the game.

Some of these efforts include FootGolf, which is essentially golf played with a soccer ball, and Big Hole Golf, where the game is played with wide cups, and, of course, Frisbee golf. Also, in the U.S, the PGA and USGA have introduced Tee It Forward, a creation encouraging players to set their tees ahead of their normal tees, aiming to shave off two or so hours of a normal round.

Another crucial development within the industry, some will argue, is Topgolf – custom designed entertainment venues offering “the competition of sport meets your favorite local bar” type of vibe with fun point-scoring golf games for all skill levels while serving food and drinks. In short, it’s a millennial-friendly innovation that is taking the industry by storm and aligns with the physical and social culture some millennial golfers want but can not get from traditional golf experiences.

There is no doubt millennial engagement will continue to be vital in the future, along with alternative formats allowing for faster, more entertaining versions of the traditional sport. With more people now experiencing golf outside of conventional golf at facilities like driving ranges, Topgolf and simulators, there’s proof that the industry has conformed to its current consumer market and is determined to stay alive in this new landscape.

And positively, golf today is more international than any time in its history. The sport seems to have gained some momentum after its return to the Olympic Games in Rio last year, allowing for worldwide broadcasting of the event. And with the news of a potential extension of golf into the 2024 Olympics last week, further global visibility opportunities will be up for grabs.

And yes, junior participation is up for the first time in years. In the U.S., recent data shows that junior participation has grown 25 per cent, from 2.4 to 3 million participants, between 2011 and 2015. Similarly in Australia, reports showed an increase in junior members under the age of 18, now accounting for 3.6 per cent of total members.

Part of the accumulative involvement can be traced back to the many youth initiatives offered to Aussie children. One such initiative is the Federal Government’s ‘Sporting Schools’ – a school based participation program to help children foster an interest in sports, which is offering golf clinics through MyGolf. It has also been suggested by some industry leaders that Topgolf and similar golf-entertainment venues, and the emergence of PGA and LPGA Tour stars, have helped create a legion of new fans.

So, focusing on only the negative statistics does not capture the whole picture of the industry today, although many try to paint it that way. The current state of the golf industry might not simply be explained by a steep decline in rounds played and membership renewals, but a change of face by the industry in effort to retain its popularity held during Tiger Woods’ heydays and a much stronger economy.

And even though it’s hard to deny that golf has met some hardships over the last decade and is still very much in a vulnerable position against the vast array of leisure activities on offer to youth nowadays, the reality is that the good in the game right now far outweighs the negatives, for the first time in a long time.

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