Why Golf’s Boom Is Bigger Than Numbers: What the USGA Report Means for the Industry
The USGA recently published its “Golf is Booming” report—and while the headline might feel familiar, the depth of the data is worth a closer look. Yes, we’ve all seen packed tee sheets and surging equipment sales, but this isn’t just a pandemic-era blip. The numbers paint a picture of sustainable, meaningful growth—and offer a few important insights for those of us who live and work in the game.
Here’s what stood out—and what it means going forward:
1. The Game Is Getting Younger—and More Diverse
The report notes that over 40% of on-course newcomers in 2023 were under the age of 35, and that women now make up 25% of all golfers—the highest ever recorded. This isn’t just encouraging; it’s transformational. For decades, golf struggled to shed a reputation of exclusivity. The recent growth suggests a slow but steady cultural shift, especially among younger, more diverse players. To keep this momentum going, golf brands, clubs, and resorts need to meet this new generation where they are—digitally, socially, and stylistically. That means updating marketing strategies, creating more modern and inclusive experiences, and aligning course culture with the values of a younger, more diverse audience.
2. Off-Course Golf Isn’t Cannibalizing—It’s Fueling Growth
More than 50 million Americans played golf in some form last year, and nearly half of them played off-course—via simulators, Topgolf, and other non-traditional venues. The data shows these experiences are not pulling players away from the course; they’re acting as gateways. Instructors, operators, and facilities who understand this can use off-course golf as a feeder system to bring more players into the traditional game. Rather than resisting the shift, the smartest operators are finding ways to integrate social play into their pipeline, offering beginner-friendly pathways into full-length golf experiences.
3. Course Operators Are Being Forced to Evolve
Rounds played continue to grow, but so do expectations. Today’s players are looking for shorter rounds, walkability, good design, and a welcoming atmosphere that feels more like hospitality than formality. With tee time demand surging, clubs need to balance the operational pressures of full tee sheets with a modernized guest experience. It’s no longer enough to rely on tradition—courses must rethink how they book tee times, interact with guests, and deliver value if they want to compete in this new landscape.
4. Content, Community, and Customization Matter More Than Ever
This wasn’t in the USGA report directly, but the implications are clear: as golf gets younger and more culturally connected, visual storytelling, influencer engagement, and digital-first marketing strategies are becoming essential. If your course, brand, or organization doesn’t have a visual identity that lives well on Instagram, YouTube, or TikTok, you risk being invisible to a huge portion of the new golfing public. Now more than ever, storytelling matters—especially stories that reflect the diversity, energy, and fun that today’s players are seeking.
Final Thought:
The USGA’s “Golf is Booming” report is both a celebration and a challenge. The growth is real—but so is the responsibility to evolve, modernize, and make golf more accessible, more inclusive, and more fun. Whether you’re a course operator, membership or marketing director, director of golf or architect—this is a moment to lean in.
Let’s make sure this boom becomes a new baseline—not just a peak.