Harper Lin
Golf has grown in popularity, with more people playing and booking rounds daily. The sport saw a particular surge in interest during the COVID-19 pandemic, with people eager to get outdoors and take advantage of one of the few group activities allowed during lockdown. Since 2020, the number of newcomers has remained high, with the sport attracting a younger, more diverse audience. Golf is now more popular than ever, with the total number of participants in the US exceeding 40 million in 2022. The industry is constantly growing and evolving, with a recent focus on the health and self-care benefits of the game to attract younger players.
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What You'll Learn
The COVID-19 pandemic caused a boom in golf's popularity
Golf equipment producers also saw a boost in sales during the pandemic. In 2020, sales totalled $2.81 billion, a 10.1% increase from 2019. This was driven by both new golfers joining the sport and returning players upgrading their equipment. The popularity of golf entertainment venues, such as Topgolf, also grew during the pandemic, providing a social and competitive experience for customers. These venues offer a casual, social experience that appeals to all age groups, with many Gen Z and Millennials turning to them for socialising with friends and family.
The pandemic also contributed to a rise in female golfers. From 2020 to 2022, there was a 15% increase in female golfers in the US, compared to a 2% rise in male golfers. In 2024, over one-third of junior golfers were girls, a significant increase from 15% in 2000. Overall, the number of female golfers surpassed 6 million in 2024, with 29% of on-course golfers being women, the highest proportion on record.
While the unprecedented growth in golf during the pandemic has slowed, the sport remains popular, especially among younger adults. The growing participation of 18-34-year-olds is key to the industry's future, and golf's mental health benefits are a significant drawcard for this demographic. The flexibility of solo play is also appealing to younger golfers, who are happy to book a round on their own and be paired with others.
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Golf is attracting a younger audience
Golf has seen a revival in recent years, with the sport's popularity growing since the COVID-19 pandemic. The golf industry is constantly evolving, and the number of people playing the game has increased. The sport has seen growth in younger participants, with the largest customer age segment being young adults (18-34-year-olds). This demographic has shown a preference for off-course golf, with entertainment venues like Topgolf being a popular choice for socialising with friends and family. These venues offer a casual, social experience, with competitive driving-range-themed games and food and beverages.
The pandemic also saw the rise of popular YouTube channels like Good Good and Bob Does Sports, which have made the game more accessible and fun for younger players. The growing participation among 18-34-year-olds reached a near decade-high in 2023 and continued to grow in 2024. This trend is crucial for the industry's future, and understanding the motivations of younger golfers is essential. Younger golfers are drawn to the mental health benefits of the game, as well as the opportunity for self-care and solo play.
Golf entertainment venues have also contributed to the rise in younger golfers, with 39% of Gen Z and Millennials preferring these venues for a casual, social experience. This trend is not limited to younger golfers, as 50% of all survey respondents cited socialising with friends and family as the main draw of these venues. The flexibility of solo play is also appealing to younger golfers, who are comfortable with being paired with others on the course.
The golf industry has recognised the importance of attracting younger players and is focusing on marketing strategies that emphasise the lifestyle and emotional benefits of the game. By showcasing amenities like practice areas and dining options, courses can position themselves as destinations that resonate with golfers on a deeper level. The industry is also embracing technology to improve the customer experience and stay up-to-date with the latest trends.
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Female participation is increasing
The golf industry has experienced a revival, with a significant increase in female participation. In 2024, there were nearly 8 million female on-course golfers (aged 6+) in the United States, with over 3 million junior girls playing golf, accounting for more than a third of junior players. This marks a notable shift since 2000, when girls made up only 15% of junior golfers. The number of female golfers (both adult and junior) exceeded 6 million in the past five years, the highest proportion on record, with a net gain of 2.3 million female golfers since 2019, representing a 41% increase.
The pandemic played a pivotal role in this surge, with 25% of female golfers trying the sport for the first time in 2020 due to COVID-19. The overall engagement in golf surged during the pandemic, and it has sustained these noticeable gains, indicating a bright future for the sport.
Entertainment golf venues, such as Topgolf, have also attracted a younger and more diverse audience, including Gen Z and Millennials, who seek a casual and social experience. These venues provide a social and competitive atmosphere, serving food and beverages alongside golf-themed games. According to a 2018 survey by the National Golf Foundation, 53% of Topgolf guests who were non-golfers reported that their experience positively influenced their interest in traditional golf.
The growing female participation in golf extends beyond the golf course. Females represent a disproportionately higher percentage of beginners (39%), juniors (35%), and off-course-only participants (43%) than their on-course golfing counterparts. This trend underscores a broader shift in the sport, with younger generations embracing different formats and settings for playing golf.
The increasing female participation in golf contributes to the sport's overall growth and evolution, ensuring its longevity and appeal across diverse segments of players. With the right strategies and initiatives, golf can continue to attract and retain female golfers, fostering a more inclusive and vibrant golfing community.
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Golf entertainment venues are attracting new players
Golf entertainment venues, such as Topgolf, are attracting new players and helping to grow the sport. These venues are providing a social experience for customers, offering fun yet competitive driving-range-themed games while serving food and alcoholic drinks. This atmosphere appeals to all age groups, with 50% of all survey respondents citing socialising with friends and family as the main attraction of these venues.
A 2018 survey by the National Golf Foundation found that 53% of Topgolf guests who were non-golfers said that playing Topgolf had made them more interested in playing traditional golf. This is supported by the fact that off-course forms of golf are proving to be a valuable introduction to the sport, helping participants build confidence and comfort before visiting a golf course for the first time.
Golf entertainment venues are particularly popular with Gen Z and Millennials, who often turn to traditional golf for self-care or solo time. The growing participation among 18-34-year-olds reached a near decade-high in 2023 and grew for the sixth straight year in 2024. This younger demographic is the sport's largest customer age segment, even if they don't play the most.
The COVID-19 pandemic also contributed to a boom in golf's popularity, with people eager to get outdoors and try new activities. This led to a rise in sales for golf equipment producers, with 2020 sales totalling $2.81 billion, a 10.1% increase from 2019. The golf industry has grown 22% since 2011, and the number of people playing golf in the US eclipsed 40 million for the first time in 2022.
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Golf is becoming more diverse
Golf is experiencing a period of growth and diversification. The sport has seen a recent revival, with overall golf engagement at a record high. In 2024, more than one-third of the US population over the age of 5 played golf or followed the sport through media. This is up 45% since record-keeping began in 2016. The number of golf trials has also hit record levels, with over 3 million on-course beginners every year since 2020.
This growth is partly due to the increased participation of younger adults, with the 18-34 age group being the sport's largest customer age segment. The pandemic played a role in this, as golf was one of the few group activities people could still engage in during lockdowns. Golf's image as an exclusive, elite sport is also being challenged by the rise of off-course entertainment venues like Topgolf, which offer a casual, social experience. These venues have attracted a younger and more diverse audience, with 39% of Gen Z and Millennials saying they prefer them for socialising with friends and family.
Golf is also attracting more female participants. In 2024, there were nearly 8 million female on-course golfers (age 6+) in the US, with over 2.3 million joining since 2019, a 41% increase. Women now make up 28% of on-course golfers, the highest proportion on record. Females also represent a disproportionately higher percentage of beginners (39%), juniors (35%), and off-course-only participants (43%). A survey of 4,000 golfers found that 49% were women, further emphasising the growing impact of female golfers.
Golf is also becoming more ethnically diverse. While the sport has historically been dominated by one ethnic group, there has been a significant increase in junior golfers of colour, who now make up 29% of junior golfers, compared to just 6% over 20 years ago.
The golf industry is responding to these shifts by embracing technology and marketing strategies that emphasise the sport's mental health benefits and its potential as a social activity.
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Frequently asked questions
The COVID-19 pandemic has been a significant factor in the growth of golf, with people eager to spend time outdoors and golf being one of the few group activities people could engage in during lockdowns. The sport has also seen an increase in female golfers, with a 15% rise between 2020 and 2022, compared to a 2% rise in male golfers. Additionally, the popularity of off-course golf entertainment venues, such as Topgolf, has attracted a younger and more diverse audience to the sport.
The golf industry has been constantly growing and evolving, with new brands catering to different styles and attracting younger players. The industry has also embraced technology to enhance the customer experience, with the rise of technology-infused driving ranges and golf simulators.
The COVID-19 pandemic led to a boom in golf participation as it was one of the few outdoor group activities people could engage in during lockdowns. Many people also had more free time during this period, which contributed to the increase in golf trials.
The growth of golf has led to a corresponding increase in the golf industry's economic value. The industry has grown by 22% since 2011, with a market size of over $26 billion as of 2022. Equipment producers have also benefited from increased sales, with a 10.1% increase in 2020 compared to 2019.
The sport has seen increased participation among Gen Z, Millennials, and younger adults aged 18-34. Golf has become an appealing outlet for self-care and personal well-being, drawing in these younger demographics. Additionally, there has been a notable increase in female golfers, with a 41% increase in net gain since 2019, and a rise in junior golfers, with 3.7 million playing in 2024, the highest number since 2006.
