A New Era in Golf: How Young Players Are Shaping the Game's Future

Golf is a game for all ages, truly one that spans a lifetime, inviting players from the age of 3 to 103. Those age numbers aren’t just a neat 100-year range; they actually represent real possibilities.

Back in 2001, 3-year-old Jake Paine made headlines with a hole-in-one using his Snoopy driver on a 66-yard par-3 course in California. Fast forward a century, and Gus Andreone, a spry 103-year-old former teaching pro, also aced a hole on a 125-yard par-3 in Florida. Both milestones reflect the inclusivity and longevity that golf offers its players.

As of now, the average golfer in the U.S. is around 43.5 years old. With the post-pandemic influx of new players and the perception that golf is becoming a younger, cooler game, you might wonder if the average golfer’s age has actually shifted. According to NGF research, 71% of the recent surge in rounds comes from golfers under 50. However, the average age has only decreased slightly over the past five years, down just over a year from the 44.6 average in 2018 and 2019.

With more than 26 million on-course golfers, even slight shifts in age trends are worth noting. Baby Boomers continue to join the 65+ age group at a rate of 10,000 per day, a pattern that has contributed to a 64% increase in golf participation in this age cohort over the last decade. Surprisingly, though, the 18-34 age group is now the largest segment, with nearly 6.3 million golfers.

This young adult window has become a popular time to take up the game, especially as younger golfers engage with golf in new and dynamic ways—whether through social media, modern apparel trends, or engaging with non-traditional golf media and influencers.

It’s important to note that the older age groups remain vital to the sport's financial ecosystem. Golfers in the 50-64 and 65+ age brackets continue to play and spend the most, often thanks to increased time and resources. A few years back, articles claimed Millennials were "giving up on golf." Those headlines don’t seem to be aging well.

Marketing Golf to a Younger Demographic: A Call to Action

With the recent surge in younger players, there’s an incredible opportunity to reshape golf’s image and engage a new generation of enthusiasts. To appeal to younger audiences and ensure the sport’s growth, consider these strategies:

1. Embrace Social Media and Digital Content: Young golfers are consuming golf media in new ways, from YouTube and Instagram to TikTok. By creating engaging content that educates, entertains, and inspires, golf brands and clubs can connect with this tech-savvy demographic where they already spend their time.

2. Leverage Influencers and Content Creators: Younger players look up to social influencers as much as professional golfers. Collaborating with creators who align with the sport’s values can boost visibility and drive interest among audiences who might not yet be engaged.

3. Promote Golf as a Lifestyle: Younger players are drawn to the culture surrounding golf, including fashion, wellness, and community. Hosting events or pop-ups with popular brands, sharing tips for a balanced lifestyle, or emphasizing golf's social aspects can make the sport more relatable.

4. Offer Flexible Memberships and Access: Younger players may not commit to traditional memberships. Offering flexible options like affordable, monthly memberships, seasonal passes, or on-demand tee times can accommodate their lifestyles and encourage continued participation.

5. Innovate with Technology and Experiences: The integration of tech—such as golf simulators, on-course GPS, and interactive scoring apps—enhances the experience for younger players who value a seamless, modernized game. Partnering with local tech companies or hosting “demo days” with new equipment can add excitement and accessibility.

6. Create Welcoming, Inclusive Spaces: Today’s younger generation values inclusivity and diversity. By creating welcoming environments and fostering a community-centric culture, clubs can attract younger golfers who want to feel like they belong.

Now is the time to engage the future of golf. By embracing these marketing approaches, we can make the sport relevant and appealing for decades to come.

Golf in 2024: Rounds Played Momentum

Heading into the final months of the year, we’re observing a strong upward trend in rounds played. Despite the setbacks caused by Hurricane Helene, which had a devastating impact on the South Atlantic region, September rounds were up 3.6% year-over-year nationwide. Florida, the most golf-rich state, saw a 15% decrease in rounds due to the storm, while Georgia and North Carolina also experienced significant declines. Even Augusta National Golf Club wasn't immune to Helene's impact, with photos of storm damage circulating on social media.

However, outside the hurricane-affected areas, the numbers tell a different story, with five out of six regions reporting increased rounds in September. As we enter the slower winter months, the industry remains optimistic for another record-setting year in golf participation—if the weather continues to cooperate.