Global Edition

Millennial Golf Industry Study reveals key youth trends

5.25pm 23rd March 2021 - Management Topics

Global consulting firm GGA Partners and Nextgengolf, a subsidiary of the PGA of America, have released the fifth annual Millennial Golf Industry Study entitled ‘Life in Flux: The Evolving Priorities of Millennial Golfers’.

The 2021 Millennial Golf Industry Survey was conducted from November 2020 up until the end of January 2021 and received responses from over 1,600 golfers in the US, whose average age was 29 years old.

Historically focused on golfers in the millennial generation (those born between 1981-1996, roughly ages 25-40 in 2021), the study has now begun to span two generations. Nearly one third of the sample audience now technically belongs to Generation Z (those born after 1997, roughly ages 9-24 in 2021), an emergent golfer cohort which the study will continue to evaluate in the future.

Key highlights of the 2021 millennial golfer study include:

Matt Weinberger, Nextgengolf’s Director of Operations, PGA of America, said: “Not every millennial is the same, but it’s often communicated that way. In our continuous work with the millennial audience, and now Generation Z, we see tremendous opportunity for PGA Professionals and golf facilities to deliver value to young people while operating their businesses. The key is understanding how golf businesses mesh with millennial lifestyles.”

Michael Gregory, a partner at GGA Partners, said: “What this research shows is a tremendous opportunity for golf facilities and private clubs. To succeed in attracting the next generation of members, golf facilities must build their reputations around diversity, inclusiveness, and environmental stewardship, providing an amenity and activity profile designed to create experiences which enrich the emotional connection and sense of belonging that elevates the value proposition most appealing to young golfers.”

The 2021 Millennial Research Study is available to all golf facility operators. Download the report here.

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