Some Stability Achieved Although the total number of US golfers, according to the National Golf Foundation (NGF), decreased from 24.7 million during 2014 to 24.1 million during 2015, there are some positive signs that participation has stabilized and new golfers may be on the way.   The NGF also reported that approximately 80%, or 20 million golfers, are considered the “committed base.” They played 94% of all 2015 rounds, and were the driving force behind an overall 1.8% increase in total rounds played. There were 2.2 million beginners during 2015, compared to the all-time high of 2.4 million for 2010; and 37 million non-golfers are interested in the game, an all-time high.

Improvement in Golfers’ Attitudes About the Game Of golfers surveyed by Sports & Leisure Research Group, 42% said the PGA tour was more popular during 2016, compared to 30% for 2015, while the LPGA’s popularity declined from 29% to 19% for 2016 YTD. The same research found that just 1% of golfers think there is too much golf on TV and 41% think Tiger Woods will win a major championship during 2016, which would be a significant boost for the game and TV viewership. Another good sign is that fewer golfers strongly agree that the game “is facing major challenges in regards to growing overall participation.” It was 50% in the 2016 survey, compared to 57% in the 2015 survey.

Willing to Spend on Gear The average serious golfer spends almost $900 annually on equipment, and 34% spend more than $1,000. Sports & Leisure Research Group reported that per-capita spending in 6 equipment categories is expected to increase more than 5% during 2016. The Sports & Leisure Research Group’s January 2016 survey also found that 33% of golfers said they expect to spend more on equipment and apparel during the year, compared to 27% for 2015 and 28% for 2014. When asked where they would purchase equipment during 2016, 37% said off-course specialty stores, which was the same as 2015; however, sporting goods retail increased from 21% to 25%, while Internet and course pro shops (Green Grass) both decreased.

Better for Business Fewer people may be playing business golf, but, according to Sports & Leisure Research Group, 60% of business golfers – of both genders – have closed a deal on the course or at the club, with a median of 5. Of businesswomen who play golf, 59% agreed that “being able to talk about golf enables me to be more successful in my business relationships” and 58% agreed that “playing golf has contributed to my professional success.” Business golf may be valuable, but only 31% of men played a mixed-gender round during 2015, while 62% of women played in groups with both men and women. Women played in twice as many women-only groups as men in men-only groups.

Online Video Viewing As with many consumers, golfers are drawn to online video content. According to Sports & Leisure Research Group, 40%, or 5.3 million core golfers (7.2 million), watched online video during the past 6 months (late 2015/early 2016). The study also found that watching online video content doesn’t pull golfers from first-tier golf media, but is complementary. Of those who viewed golf videos, 46% also read golf magazines and 36% also watched golf on TV. In fact, golfers viewing online videos are more likely to spend more time with first-tier golf media: 34% of all golfers said they would watch more online videos, but 49% said they would spend more time with print and TV golf media.

Advertising Strategies Courses and clubs implementing new programs to attract families and youth are prime TV advertisers, in combination with a social media presence. Commercials shot during a Friday Nights Lights-type promotion will show family fun and can feature testimonials. During the peak season, suggest that courses, clubs and equipment retailers run :10 or :15 spots during the early morning news whenever the forecast is perfect for golf. Courses and clubs can also use early morning news and/or late-night programming to promote a music concert at their facility, featuring a popular, local musician or group, and with appropriate refreshments and discounts to attract more young adults.

New Media Strategies With millions of golfers attracted to online golf video content, clubs and courses must take advantage of this trend with videos of the course; brief instructional videos from the pro as an enticement for complete lessons; overview of basic rules; golf fitness, etc. Courses and clubs can use social media to promote a “Bring-A-Friend” event for men and women, as another method to generate more interest and memberships. Members and guests receive instruction, a short 6-hole round, refreshments and special discounts. Select a group of female members or young adult members who play regularly and promote a live-streaming event using Periscope or Meerkat. Follow them for three holes, showing their enjoyment of the game and the camaraderie, and interviewing them after great shots.