Nina Caldwell
Millennials have been blamed for the decline of many industries, including casual dining, breakfast cereal, luxury goods, and home ownership. However, one of the more surprising trends is the apparent decline in popularity of golf among millennials. Golf has long been associated with exclusivity and luxury, which may be less appealing to a generation that values inclusiveness and accessibility. The sport is also male-dominated, and millennials' greater focus on health and wellness may not align with the traditional image of golfers. In addition, the cost of playing golf and the lack of diversity in leadership positions within the sport may be contributing factors to its decline in popularity among millennials. However, some data suggests that millennials are engaged in the sport, and the infrastructure is there to support an increase in golfers from underrepresented groups. While it's clear that golf is facing a period of change, it may be simplistic to blame this solely on millennials.
| Characteristics | Values |
|---|---|
| Golf is too expensive | Golf is expensive |
| Golf is perceived as a "good ol' white boys club" | Golf is exclusive, old, male, and white |
| Millennials are not engaging with golf | 23% of Golf Advisor users are 34 or younger |
| Millennials are not watching golf | 75% drop in TV audience between 2012 and 2015 |
| Millennials are not represented by professional golfers | Only 7 of the top 25 US golfers are millennials |
| Millennials have different tastes and values | Millennials value inclusiveness, accessibility, and diversity |
| Millennials are not joining country clubs | Country clubs are becoming more inclusive and family-friendly |
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What You'll Learn
Golf is too expensive
Millennials have been accused of killing many industries, from casual dining to breakfast cereal, and golf is no exception. While there are many reasons for golf's decline in popularity, one of the most significant factors is the perception that golf is too expensive.
Golf has long been associated with exclusivity and luxury, which may be unappealing to millennials who value inclusiveness and accessibility. The cost of playing golf, including membership fees, equipment, and clothing, can be prohibitively expensive for millennials, who are already facing financial challenges such as student loan debt and lower incomes compared to previous generations.
In addition, the traditional golf club model may not align with the spending habits and preferences of millennials. Many millennials prefer flexible and customizable options, such as pay-per-use services, rather than the structured membership fees typically offered by golf clubs. This desire for flexibility extends beyond the golf course, with millennials seeking a variety of dining options, a casual dress code, and family-friendly activities.
The perception of golf as an expensive sport is not entirely unfounded. The cost of golf equipment, green fees, and country club memberships can indeed be high, especially for those who are just starting out in the sport. While 75% of golf courses in the United States are on public land, offering lower fees, the remaining 25% are private country clubs with higher costs.
However, it is worth noting that the decline in golf's popularity cannot be attributed solely to its expense. Millennials have different tastes and priorities than previous generations, and they may simply not be interested in golf as a sport. Additionally, the golf industry's lack of diversity and inclusion, both in its leadership and players, may be a turn-off for a generation that values these aspects.
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Lack of diversity
Millennials have been blamed for the decline of many industries, from casual dining to luxury goods, and golf is no exception. However, it is not just millennials who are turning away from golf; participation in the US declined by 1.2% in 2016, and sales fell to $3.57 billion in 2017, down from $3.6 billion in 2016.
One reason why millennials, in particular, are not engaging with golf is the lack of diversity in the sport. Golf has long been associated with exclusivity and luxury, which are less appealing to millennials than inclusiveness and accessibility. The sport is also seen as a "good ol' boys club", lacking diversity in its leadership and plagued by racism and sexism since its inception. Augusta National, the most famous golf club globally, only admitted its first black member in 1990 and its first female member in 2012. The PGA of America barred African Americans from becoming members until 1961 and did not allow women until 1977.
This lack of diversity in golf's institutions is reflected in the demographics of golfers. Only 7 of the top 25 US golfers are millennials, and the typical golfer is a married, 50-59-year-old Caucasian male earning $95,000 per year. This lack of representation matters because people tend to take an interest in activities where they see themselves represented.
Millennials are more likely to be attracted to activities that align with their values, and with women making significant gains in employment, the male-dominated nature of golf is likely to be a turn-off. However, there are signs that the golf industry could change its fortunes with millennials. Newcomers to the sport are 35% female, 26% non-Caucasian, and 70% under 35. Additionally, 75% of US golf courses are on public land, often owned by municipalities, which makes them more affordable than private country clubs.
To attract more millennial golfers, the golf industry needs to address its lack of diversity and inclusion. This includes elevating younger, more diverse figures to leadership positions and finding ways to enhance the experience for all ages through technology.
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Inclusivity and accessibility
Millennials have been accused of killing many industries, from casual dining to luxury goods, and golf is no exception. However, it is important to consider the role of inclusivity and accessibility in this debate.
Golf has long been associated with exclusivity and luxury, which are less appealing to millennials. This generation values inclusiveness and accessibility and is more likely to be turned off by the country club atmosphere of the golf world. The sport is seen as too expensive, too male-dominated, and too white, with leadership that does not reflect the diversity of its players. For example, Augusta National, the most famous golf club globally, only admitted its first female member in 2012. The institution of golf has failed to keep up with social and political changes, and as a result, it is suffering.
Millennials are more likely to be conscious consumers, with 70% willing to spend more on brands that support important causes. The current golf industry does not align with these values, and the sport has been plagued by racism and sexism. The PGA of America, for instance, barred African Americans from becoming members until 1961 and did not allow women until 1977.
However, it is not just about values; it is also about representation. People tend to take an interest in activities where they see themselves represented. With only seven of the top 25 US golfers being millennials, it is no surprise that millennial viewers are not tuning in.
To attract millennials, the golf industry needs to become more inclusive and accessible. This includes diversifying leadership positions and making the sport more affordable, with flexible membership options and pay-per-use golf. Some country clubs are listening and have introduced health and wellness options, family-friendly activities, and casual dress codes.
While golf may be struggling to attract millennials, it is not a lost cause. Newcomers to the sport are diverse, with 35% female and 26% non-Caucasian representation, and 75% of US golf courses are on public land, making the sport more accessible than ever before.
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Country club activities
While millennials have been blamed for the decline in popularity of golf, it is important to note that they are not solely responsible for this shift. Instead, the sport of golf has struggled to adapt to the changing social and political landscape, particularly regarding issues of diversity and inclusion. Country clubs, which have traditionally been associated with golf, need to evolve their offerings to cater to the diverse interests and values of millennials. Here are some activities that country clubs can introduce to appeal to a wider range of young people:
- Diversify sports offerings: Country clubs can offer a variety of sports and activities beyond golf, such as tennis, swimming, yoga, and fitness classes. By providing a diverse range of sports options, country clubs can attract millennials who value health and wellness and may be interested in a variety of athletic pursuits.
- Host social and networking events: Millennials prioritize community and social connections. Country clubs can organize social events, mixers, and networking opportunities to bring young people together. This can include hosting themed parties, happy hours, or industry-specific networking nights, creating a sense of community and appealing to millennials' desire for social interactions.
- Embrace technological innovations: Integrating technology into country club activities can attract tech-savvy millennials. This could include offering virtual reality golf simulations, organizing e-sports tournaments, or providing fitness tracking and analysis tools for members.
- Partner with diverse influencers: Country clubs can partner with diverse influencers and leaders who represent the values of millennials. By elevating diverse figures and showcasing their stories, country clubs can demonstrate their commitment to inclusivity. This can help to reshape the perception of country clubs as exclusive or unwelcoming to certain demographics.
- Offer family-friendly activities: As millennials start families, country clubs can cater to their needs by offering family-friendly activities and amenities. This could include organizing kids' days with games and entertainment, providing childcare services, or hosting educational workshops for parents and children.
- Support charitable causes: Millennials are conscious consumers who value social responsibility. Country clubs can partner with charitable organizations and host fundraising events to support causes that align with the values of young people, such as environmental sustainability, social justice, or community development initiatives.
By implementing these strategies and adapting their activity offerings, country clubs can become more inclusive and appealing to millennials, potentially reversing the decline in golf participation and engaging a new generation of members.
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Golf's negative public image
Golf has long been associated with exclusivity and luxury—something that older generations are more likely to value. Millennials, on the other hand, tend to value inclusiveness and accessibility and are less likely to be attracted to country club activities. The sport has also been criticised for being male-dominated, with a “boys' club" atmosphere that may be off-putting to younger generations who have seen significant gains in female employment.
Additionally, the perception of millennials as narcissistic, immature, and disengaged has contributed to the blame placed on them for the decline of certain industries, including golf. However, it is important to note that changing consumer preferences among millennials are driven by complex factors beyond these stereotypes. Millennials are more conscious consumers who consider a company's ethics and their alignment with social and political values.
The lack of diversity in leadership positions within the golf industry also contributes to its negative image. The sport has been plagued by racism and sexism, and while diversity task forces exist, the predominantly white and male leadership reflects the opposite of diversity. For example, Augusta National, the most famous golf club, only admitted its first black member in 1990 and its first female member in 2012.
Finally, the decline in golf viewership and participation among millennials further impacts its public image. Millennials tend to seek representation in the sports they follow, and the lack of millennial golfers at the top ranks may contribute to their lack of interest. Golf's failure to adapt to changing tastes and preferences has resulted in a generation that is less engaged with the sport.
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Frequently asked questions
Millennials have been blamed for a lot of things, including killing casual dining, breakfast cereal, and home ownership. Golf is no exception. Millennials have been blamed for golf's decline in popularity.
Yes, golf participation in the US declined by 1.2% in 2016, according to a 2017 report by the National Golf Foundation. Sales also fell, totalling $3.57 billion in 2017, down from $3.6 billion in 2016.
Millennials value diversity and inclusion, and golf has traditionally been a "good ol' white boys club". The sport has been plagued with racism and sexism, and this has not changed to reflect the social and political climate. Millennials also tend to value affordability, inclusiveness, and accessibility, which golf has not traditionally offered.
Golf courses and clubs can work on making the sport more inclusive, affordable, and flexible. This includes offering more family-friendly activities, a broader range of dining options, and a casual dress code. Golf courses can also enhance the experience for all ages through technology.
Yes, newcomers to golf are 35% female, 26% non-Caucasian, and 70% under the age of 35. This suggests that the golf industry still has a chance to change its fortunes with millennials by embracing diversity and inclusion.
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