The Aging of Golf, Part 1: The Next Generation of Golfers

Golf is a sport that has always had a fairly negative stereotype.  It has been long viewed as a sport (by some, not even as a sport) that is played by rich, older, white men.  The stereotype of the sport has held the game down in many ways. 

The data that the golf industry has today, though, seems to indicate that the stereotype is no longer true - particularly relating to age.  According to the National Golf Foundation, at the end of 2008 there were 28.6 million golfers age 6 or older in the United States.  Of those, 26.2 million of them are over the age of 18.  Approximately 45 percent - almost half - of all golfers are under the age of 40; one-third of golfers are over the age of 50.

Recently, the hope for the future of the professional sport has grown immensely.  Perhaps reminiscent of the changing faces of the sport is that the best golfer in the world is a mix of races and began dominating the sport at the age of 21.  But on the European Tour alone, two amateur players have won tournaments this season.  Several players under the age of 20 have made a global splash in the last 12 months that has invigorated the sport with talk of the future of the game.

Despite the changing faces of the game, golf remains a sport that is dominated by older people - those above the age of 40.  Consider the names of the people that are most influential in our sport.    PGA Tour Commish Tim Finchem is 62.  The President of the USGA, Jim Vernon, is 58.  Mark King, CEO of TaylorMade-adidas, isn't under 40.  The LPGA Tour Commissioner, Carolyn Bivens, is almost 57 years old and really the only woman on the list.

Take a look at the Sports Business Journal 40 Under 40 list.  Only one golf man made the list: the USGA's Chief Business Officer Pete Bevacqua. 

Even if golf is becoming a younger person's game, the game is still largely run (capably, I should add) by older white men, apepals to older white men, and is priced so that older white men can afford the hobby. 

For the future health of the game, there have to be more young voices that are prominent guide the game.  The way that the game is sold and marketed to the public has to appeal to an audience that skews younger.  And, the media that cover the sport and present it to fans and the public alike has to learn to appeal to the younger generation of golf and sports fan.  All of this has to happen - and fast. 

Over a series of posts, we will take a look at each of the aspects of the game that suffer from the older slant.  We'll frame the problem of excluding youth from the sport and talk about ways in which we can improve the game by making the sport a little bit younger.

Part 1: The Next Generation of Golfers

Baby Boomers are closer to Social Security and they're not replacing at a rate that will produce the next generation of the same size.  There will be fewer people getting older behind them, making for a smaller pool from which some of these people will take up the game as they age.  In order for golf to maintain its participation levels, much less grow the game, the sport will have to adapt and appeal to the younger set quickly.

So far, golf has not been able to respond effectively.  Golf has lost almost 1.5 million golfers in the last three years.  Certainly, there are a variety of factors that can be attributed to the loss.  Global economic conditions have made playing the game more of a luxury than in the past. 

In the United States, though, there are a variety of other bigger factors that have had a negative impact on participation.  While there are golfers leaving the game in what seems like droves, there do not appear to be a next wave of golfers to take their place.  Surveys and industry data show that there are a host of factors that keep people from playing the game.

Rounds of golf routinely take between five and six hours to play.  People of all ages are less willing to commit up to a fourth of their day to play a single round of golf.  Families and individuals have more entertainment options than ever before, and many of them are light years faster than a round of golf.

The game is flat out expensive.  The average cost for an 18 hole round on a public or daily fee course is $42.  Individuals complain about the cost of going to a sporting event at fees less than that.  The golf industry cannot expect that people are willing to play poorly, get frustrated, and sweat the day away for that kind of price.

Golf is hard.  The average score of players that maintain USGA handicaps has steadily improved over the last decade, but the average score for the weekend hacker has not.  Even with technology that is aimed to improve the games of the casual golfer, scores don't indicate that it has been working.  Improvement takes practice, money, and patience - things that aren't exactly overflowing in the casual player.

The combination of these negative factors creates a huge stumbling block for younger players that seek to take up the game, especially after these kids leave the parental nest.  Golf must respond to these changes by making all aspects of the sport more affordable, with quicker options, and make it more fun.  There are a variety of ways to do this.

Rounds of golf cannot continue to cost $36/round on the average.  In an era when hundreds of Starbucks are closing because customers will no longer pay $4 for a mediocre cup of joe, how can golf expect to charge that kind of money for what can be a very frustrating experience?  It's a bad business model.  Yes, courses must make up the cost of maintaining their tracks and don't want to lower prices to the point that any ole hack will come out and tear up their digs.  But, golf green fees need to be more affordable for middle-class, young players.

That's just part of it.  Equipment manufacturers continue to market the latest in golf technology to players with a price tag of $400 or more for a driver.  While Daddy Warbucks may still be able to shell out that kind of cash for a club that probably won't help him a lick, the younger player is both not as rich and more cynical.  Young golfers that look to take up the sport are not going to shell out between $700 and $1000 for clubs and equipment just to get started.  That price has to be halved.  Some manufacturers have been able to develop "value lines" that offer slightly dated technology at a decent price.  But I promise you that few new golfers are aware that this kind of equipment exists.  Instead, they take up the game with the golf set from 1988 that has been sitting in their parents' garage.  Golf equipment today is a lot better than that and is more likely to keep these does and fawns playing.  Make solid, well-priced golf equipment visible and prominent.  The margins may not be there at the start, but once players get hooked, they'll upgrade.  Starting golfers do not need a sleeve of Pro V1s.  Give them a Rock Flite and they won't know the difference.

The perception of the sport is that it requires an investment not only in equipment and fees, but a whole new golf wardrobe.  Sure, many golfers really get into fashion, but golf fashion and accessories need to get cheaper.  While an avid player may not mind shelling out $50 for a cool belt, the young player taking up the sport wants to wear a $20 shirt.  There is a huge market for value-priced golf attire.

Last, golf needs to find ways to let golfers know that they can enjoy the sport without having to make a life commitment to it.  We need to market golf as a sport that doesn't always require 18 holes, six hours, and the loss of a day.  Give players more options.  Make 9 hole rounds a popular option by promoting it to young golfers after a long day at work.  How about happy hour specials on course so that players can hit the links for a quick nine and a brew?  Introduce the 6 hole round.  Why not.  It can't hurt.  Remember the craze of cosmic bowling where teenagers hit the lanes with cheap bowling and pizza?  Driving ranges could encourage younger players to practice by offering group specials with decent food and drink deals.

The only way to fix a problem is to attack its root causes.  The industry has been slow to respond in doing so in a way that is visible, innovative, and engaging.  It is not that difficult to do.  The sport can grow younger - which it needs to do to continue the way that it is today.  Once players get in the door, they're likely hooked for life.  But, if the industry fails to extend the affordable and fun invitation to golf, then the sport will wilt.