Current Golf and Country Club Trends

When you think about a golf or country club, you probably think about an upscale venue where people wear fancy clothes and host extravagant parties or events. Many people think that the golf and country club scene is designed for older people to have a place to socialize. They have come a long way! Today, anyone can enjoy activities at golf and country clubs at any time.

It’s taking some work to ensure the survival of country clubs. They have evolved over the last few years so that now they cater to more diverse guests. Let’s talk about how golf and country clubs have become more sustainable and inclusive, and in the process how they have begun attracting younger golfers to the clubs.

How the Golf Industry Changed After the Pandemic

Golf is not a contact sport, and players do not have to spend time close to one another. This, coupled with it being an outdoor venue, made it the sport of choice during the pandemic. In fact, over the last couple of years, the sport has welcomed many new members.

Due to the pandemic, many golf and country clubs were forced to reduce membership fees. As the fees decreased, participation in golf has increased significantly. Clubs have made several changes to accommodate the increased popularity, including making courses more accessible and increasing 6 and 9-hole games. This allows more time for both work and family, and makes it easier for the everyday golfer to enjoy playing more often.

Changes in Golfer Demographics

More people participate in golf each year. The most recent increases in the golfing population include Millennials and Gen-Zers. The changes in demographics are causing golf and country clubs to turn to integrating more technology within their communities. Perhaps the greatest change is the representation of women in the sport. In 2019, about 25% of golfers were women. More recently, women comprise closer to 40%.

Golf and Technology

Technology has become a big part of the golfing world and club experience. Clubs have begun offering different areas and environments to cater to a broader range of people. The goal is to create a meaningful space for anyone from remote gig workers to millennials who value a strong work-life balance, and those just looking for a relaxed environment that is fun for the whole family.

As clubs modernize their approach, they must be able to meet the needs of newer members. Technology, which was once considered taboo, has become more common and accepted. Guests on and off the greens stop to take photos or use apps to track their performance. By focusing on relaxing older, traditional dress codes and local sourcing, they are attracting a whole new generation of golfers and members.

Golf and country clubs now look for ways to strategically partner with brands that are appealing to a younger, tech-savvy demographic. The goal is to be able to leverage technology to help shape their rebranding efforts, experience, and identity moving into the future.

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