When parking your car at the local country club, you’ll notice the same familiar faces. There are a couple old fellas sitting around a card table inside having beers, and of course, the nice gentleman who orders the same drink, same lunch and has played 18 holes five days a week over the last decade.
Now a couple college kids stroll out of the clubhouse and head towards the first tee, dressed in flashy shorts and enough Under Armour gear that even Jordan Spieth himself would be jealous of. This has become more prevalent as the years have gone by – a growing trend that indicates Millennials are taking over the golf world.
According to a study conducted by the National Golf Foundation, 36 percent of the nearly 24 million golfers in this country are young adults (18-39 years old), and an additional 15 million in the age demographic have conveyed an interest in trying out the game.
This is a statistic the previously mentioned Under Armour brand has taken advantage of, beginning with the signing of Spieth to their team, along with casual golfer and arguably NBA’s most popular star Stephen Curry. The company’s results are evident with their golf line growing 25 percent in profit over three years.
“We have always positioned ourselves to be the ‘brand of the next generation,’” said Kevin Ross, vice president and general manager of UA’s global golf. “We are also cognizant of the fact that leveraging team sports athletes, like Steph Curry, and their affinity for the sport not only allows us to reach a younger audience but also creates a ‘cool factor’ that the game doesn’t see often.”
It’s a no-brainer. The growth of social media has given Millennials access to golf content, so why target 70-year-old men? In the Twitter, Instagram, Snapchat, and, to a certain extent, Facebook, era, multimedia stories and eye-catching articles are what young adults crave. It’s what has made our site here at CLICKON grow, along with other outlets who pride themselves on being entertaining – whether that’s laugh-out-loud clips of golfers doing dumb sh*t or podcasts.
On the golf course, the majority of people playing 18 hole rounds are individuals 50 and older – nearly 70 percent in a 2016 study. It’s actually the driving ranges across the country which are peaking the interest of Millennials, with 4 million youngsters having only experienced golf on this type of playing style. It’s much cheaper to hit a bucket of range balls as hard as possible rather than shelling out $50 for 18 holes, a cart, and some beverages.
The real money-maker here: Topgolf. The thriving upscale driving range continues to add locations internationally, offering a fun experience for all demographics. This is especially great for young couples, as Topgolf is also appealing to females with its glow in the dark features and drinks made to order on site. According to the numbers, female golfers account for 40 percent of the 8 million Millennials at off-course facilities like Topgolf.
Oh, hey. Any day is a good day when this is your view… Come play! pic.twitter.com/mDa72ONaTm
— Topgolf (@Topgolf) August 20, 2017
To use Under Armour as an example again, the company’s women’s golf line recently hit $1 billion in sales. There’s also Foray Golf, a women’s clothing line for golfers, which offers more designer options rather than typical slacks and polos.
“One of the main reasons that women and millennials stay off the golf course is because they don’t like the clothing options” said Megan LaMothe, Foray Golf’s founder. “They feel like they’re dressing in their grandmother’s closet.”
The great thing about golf is anyone can play it. But in today’s society, more and more millennials are embracing the game in many ways, overtaking the old school players. It’s a growing trend which can’t be stopped, and companies across the globe are capitalizing on it.