Trevor Ng
Golf has seen a surge in popularity, with nearly 1.5 million more people than the pre-pandemic average playing golf for the first time in 2023. This surge is largely driven by Gen Z, who are bringing significant changes to the world of golf, including the women's game. Gen Z is challenging the sport's traditional and conservative reputation by pushing for innovation and experimentation, leading to changes in how golf is played, perceived, and marketed. Their tech-savviness and passion for social justice are also contributing to the evolution of the game. Gen Z golfers are seeking inclusivity and equality, with a focus on sustainability, and are influencing the golf fashion scene.
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What You'll Learn
Gen Y Golf's target audience is aged 25-39
While Gen Y Golf initially targeted Millennials, they recognised that their name was becoming a barrier to attracting new members. This realisation led to their rebranding as Future Golf, signalling their focus on growth and inclusivity rather than targeting a specific generation.
The shift away from targeting Generation Y was a strategic move by Gen Y Golf, now Future Golf, to broaden their appeal and avoid the confusion associated with generational labels. This decision was influenced by the fact that the boundaries between generations are often blurry, and individuals may not clearly identify with a specific generation.
Furthermore, the golf landscape is witnessing a significant influx of Gen Z players, who are shaping the sport with their innovative spirit, passion for social justice, and commitment to inclusivity. This generation, born between the late 1990s and early 2010s, is challenging the traditional and conservative nature of golf, making it more accessible and appealing to diverse audiences.
As a result, Future Golf's target audience expansion beyond the Millennial generation is a strategic move to embrace the evolving nature of the sport and tap into the enthusiasm of younger golfers, ensuring the sustainability and growth of the game.
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The name Gen Y Golf was a barrier for new members
The name Gen Y Golf became a barrier for new members. When the group was launched in 2014, the name felt right. However, over time, it became clear that the name was confusing and off-putting to potential new members. Firstly, there was a lack of clarity around who Gen Y was and who it wasn't. This ambiguity made it difficult for people to identify with the group and feel included.
Additionally, the name implied age restrictions, leading some people to believe they were too old to get involved. This was particularly true for their target audience, who felt that the name was excluding them. As a result, the group struggled to attract new members beyond their existing network. Despite their passion and dedication, the team behind Gen Y Golf recognised the need for a change to encourage growth and inclusivity.
Gen Y Golf's mission has always been to grow the game of golf and its community. They aim to influence the industry and watch their members progress in their skills and passion for the sport. However, the name Gen Y Golf created an unintended barrier, limiting their ability to connect with a wider audience and achieve their goals. The name suggested exclusivity and age limitations, which contradicted their core values of inclusivity and community growth.
As a result, the group rebranded to Future Golf, signalling a new phase that welcomes golfers of all ages and backgrounds. This new name reflects their desire to move beyond generational labels and embrace a diverse and inclusive community. Future Golf represents their forward-thinking approach and ambition to shape the future of the sport, rather than being confined to a specific generation. The rebranding demonstrates their adaptability and commitment to creating a golf community that is accessible and welcoming to all enthusiasts.
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Gen Y Golf wants to grow the game of golf
Gen Y Golf, now known as Future Golf, was launched in 2014 with the goal of getting more people to play golf. In their own words, their core mission has always been to "grow the game of golf".
Gen Y Golf's initial attempts to attract members were unsuccessful. Their first event, heavily advertised, was attended by only seven people, six of whom were their friends. They faced criticism from industry insiders, who thought their idea was "stupid" and were told that they should quit. However, the founders' passion for the game kept them going, and they continued to host events.
Over time, they realised that the name "Gen Y Golf" was becoming a barrier to attracting new members. Firstly, people did not clearly understand who Gen Y was and who it wasn't. Secondly, many of their target audience felt that they were too old to get involved. As a result, they rebranded to Future Golf, a name that would better carry them through their new phase.
The new phase of Future Golf is about growing their community, growing their partners and the industry they're influencing, and growing their game. They want to watch their members grow and are excited about beginners becoming addicts. They want to change the way people look at golf and make it more accessible.
Gen Y Golf, or Future Golf, is part of a broader trend of golf's increasing popularity, particularly among younger generations. In 2023, nearly 1.5 million more people than the pre-pandemic average played golf for the first time, with the highest level of participation among adults aged 18 to 34. Gen Z, in particular, is driving significant changes in the world of golf, including in the women's game. They are challenging the sport's traditional and conservative reputation, bringing fresh perspectives, digital innovations, and a commitment to inclusivity and equality. Gen Z golfers are also more likely to play with family than older generations, and they are demanding more diverse and sustainable practices.
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Gen Y Golf is passionate about getting more people to play golf
Despite these early setbacks, Gen Y Golf persevered, and their membership has since grown to over 2000 people, mostly aged between 25 and 39. They have since rebranded as Future Golf to reflect their ambition to carry the sport into a new phase and attract an even broader audience. Their core mission remains to grow the game of golf and its community, partners, and industry influence.
Gen Y Golf's story is one of resilience and a passion for the sport. They have worked hard to grow their community and break down barriers to entry for new golfers. Their efforts have contributed to the sport's growing popularity, especially among younger generations.
Gen Z, in particular, is driving a golf boom, with nearly 1.5 million more people than the pre-pandemic average playing golf for the first time in 2023. This increase is partly due to the sport's appeal to Gen Z's desire to emulate "old money" aristocracy, with its exclusive and elitist history. Additionally, the rise of celebrities and influencers engaging with golf-related fashion and events has sparked interest among Gen Z.
Gen Z is also shaping the future of golf by challenging traditional norms and bringing fresh perspectives, digital innovations, and a commitment to inclusivity and equality. They are demanding more diverse and inclusive spaces, calling out discriminatory practices, and seeking sustainable practices in the golf industry. These changes are modernising golf and making it more accessible and appealing to a wider range of people.
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Gen Y Golf's audience is Gen Y or millennials
The name Gen Y Golf was chosen as the original target audience was Generation Y, also known as millennials. The aim was to get more people playing golf, particularly those in this generation who may have believed they were too old to get involved. The company's core mission has always been to "grow" the game of golf, and this means growing their community and their partners, as well as the industry they're influencing.
Gen Y Golf's audience is primarily millennials, with 92% of their 2,000-strong membership being aged between 25 and 39. This is expected to change as their offering changes, and the new name, Future Golf, reflects this. The name change was also influenced by the fact that many people didn't know who Gen Y was and who wasn't, and so it became a barrier for new members.
While Gen Y Golf initially targeted millennials, their audience may increasingly include members of Gen Z, who are driving a golf boom. In 2023, nearly 1.5 million more people than the pre-pandemic average played golf for the first time, with the highest level of participation among adults aged 18 to 34. This increase has been driven in part by a new interest among young women, with 37% of golfers aged 18 and under being female in 2023, compared to just 15% in 2000.
Gen Z's interest in golf has also been influenced by celebrities taking up the sport and golf-related fashion. They are challenging the norms of the traditionally conservative sport, with their passion for social justice and tech-savviness leading to changes in how golf is played, perceived, and marketed. Gen Z golfers are also more likely to play with family than Gen X, while millennials showcase a tendency to play more with friends.
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Frequently asked questions
Gen Y Golf was the original name of Future Golf, a golf community founded in 2014.
The name Gen Y Golf became a barrier to new members, as many people didn't know who Gen Y referred to, and some believed they were too old to get involved.
Future Golf's core mission is to "grow" the game of golf by growing its community, partners, industry influence, and game.
