Golf Trends for 2022

Over the last two years, the golf industry has seen significant increases in both interest and participation. While the interest may be showing signs of some slowing down, conditions continue to suggest that 2022 is going to be another strong year for the industry.  Here are a few industry trends to watch out for in 2022, that just might help your club capitalize on the continued strong interest in private clubs and the game of golf.

Technology Driven Golf

Technology is shifting and impacting nearly every industry, particularly as most businesses are trying to use it as a point of leverage to either continue to stay open or expand the ways in which they can serve the needs of their customers. This need to expand  a business can serve the needs of their customers is driving adoption of new technologies, particularly mobile and wireless technologies, at a rate nearly no economic experts were able to forecast. Our club industry is looking for ways to allow members and guests to buy what they want, when they want it, and to empower staff to be able to take payment in whatever way the customer desires. Total e Integrated’s BevCart is another such innovation with the ability to take multiple wireless beverage cart payment options from anywhere on the property.

Millennials and Female Golfers

In the US alone, one third of the golfers who played golf last year were millennials. Golf has a reputation for being a game for the older generation, but the last two years of new golfer data show women and millennials have been increasingly interested in learning more about the game of golf.  According to the National Golf Foundation, 23% of on-course golfers are women. Female golfers represent a disproportionately higher percentage of beginners (31%) and juniors (36%). One of the newest areas for new player demographics is the “off course” participation in the golf industry at places like TopGolf and Drive Shack. At these “off course” locations, Women represented 46% of all players last year and this continues to be an area of opportunity for programming and “off course” experiences at traditional clubs.

The Baby Boomer population has long been the engine driving golf participation, rounds annually, and private club membership demographics.  Did you know the first Baby Boomers turned 70 in 2016?  That means your early Baby Boomers are already over 75.  If you don’t think that these avid golfers over 75 are going to play less golf in the next 10 years than they played in the previous 10 years, you might want to look at the age-related statistics in this area.  According to the NGF, the average number of rounds per player in 2019 was 18.2.  That number was buoyed by Baby Boomers playing much higher rounds of golf annually. It’s time to get strategic about your membership structure, how you price your memberships, and how you can deliver value to members that is more than just rounds played divided by membership cost.  We’ve got some progressive clients implementing age-appropriate golf fitness programs for their members.  Keeping your members flexible, athletic and healthy is a great area of new programming emphasis in 2022 and beyond. 

More Social Media

Almost 70% of millennials are active social media users. Social media provides a reach to wider crowds and can increase engagement with your club as you share pictures, videos and interesting content about your events and programming. As you likely already know, nothing gets more engagement and eyeballs than pictures and videos of people at your property, participating in fun events with friends.  include amazing shots and videos.  For more information on how to really leverage social media, visit this link. 

Want to know how our tools can help you grow your golf club? Send us an email today. 

For more information, please contact:

Lance Merrihew
707-779-2592

707-779-2592

Lance@totaleintegrated.com

About Total e Integrated

Total e Integrated is a leading provider of end-to-end business management solutions for recreation, retail, hospitality and community organizations. For over 20 years Total e Integrated has helped organizations to integrate departments, automate marketing, streamline operations and boost revenues with our innovative solutions and expert consulting services team.