Get Ready for Exciting Golf Updates!
Subscribe to our newsletter and receive a myFT Daily Digest email every morning, giving you the latest news in the world of golf. Golf, like many other sports, is currently undergoing a major modernization battle. However, golf’s struggle with modernization is unique. Unlike other sports, golf has a significant number of amateur participants, surpassing that of professionals in many aspects. This clash between an outdated sport and the 21st century promises to reshape long-standing norms in the game.
Playing a full 18 holes, which takes more than four hours, doesn’t align with the busy lifestyles of many golfers, especially those living in cities. As a result, various alternative formats have emerged. Topgolf, for example, combines the familiar ambiance of a driving range with electronically tracked balls, table service for food and beverages, and elements of gamification that you won’t find on a traditional course.
Callaway, a leading golf equipment company, recently acquired Topgolf for $2.6 billion, calling it a “tech-enabled golf entertainment business.” Chip Brewer, the president and CEO of Topgolf Callaway Brands, states that off-course golf in the US already exceeds on-course golf, with 28 million versus 25 million participants, and this trend is set to grow rapidly. According to Brewer, Topgolf alone is expected to add 3-4 million new off-course golfers per year. In the near future, Topgolf will have more unique participants than all on-course golf combined.
Callaway has also invested in Five Iron Golf, an indoor urban golf experience that utilizes simulators to create virtual driving ranges or simulated golf courses. This indoor facility offers a bar, a restaurant, and eliminates the need to travel out of the city or face unfavorable weather conditions.
However, not all golf enthusiasts are turning away from traditional courses. Filmmaker Erik Anders Lang, known for his golf-focused YouTube channel, is taking his passion for golf to the forefront. Lang believes in the power of the amateur game, as many professional golfers started their journey as ordinary golfers. He sees two major issues in the amateur game: pace of play and greenkeeping practices that have negative environmental and financial impacts. Lang created Random Golf Club, a community and brand that celebrates unconventional golf experiences and connections forged on the course.
Lang is now part of a large influencer community within golf, where amateur players have become professional content creators with massive followings. Jess McAlister, founder of the Digital Golf Collective, which represents influential golf content creators, acknowledges the cultural and generational shift in the industry. Golf content has exploded on social media platforms, with amateurs seeking improvement through coaching videos. Brands have also recognized the value of diverse and youthful influencer faces, considering them more cost-effective for marketing than PGA Tour professionals.
The golf industry is witnessing unprecedented growth and transformation, thanks to the influence of social media and the accessibility of the sport. Golf is shedding its exclusive reputation and becoming a sport for everyone, regardless of age or background. Whether you’re 3 or 93, golf offers a thrilling and inclusive experience. So, get ready to embrace the changes and join the revolution!
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