Data from the PGA’s ‘Golf for All’ report belies the well-worn stereotype of golf as the pursuit of the aged
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
Just over half of golfers who play on-course are under the age of 44, a groundbreaking report has revealed.
Data provided by the PGA’s Golf for All research shows that the largest single group of golfers in the UK & Ireland are not the stereotypical older players but people aged 35 to 44.
They make up 24 per cent of the 4.9 million golfers who play on a golf course each year, with 18 to 24-year-olds and 25 to 34-year-olds making up 15 per cent and 14 per cent of the numbers respectively.
Over 65s are the second biggest group, making up 17 per cent of the total, but the research shines an interesting light on the age gap between those who play and those who are members of golf clubs.
Golf for All, commissioned by the PGA in partnership with Ipsos, looked at participation within the sport, who plays it, and how they access it.
Club membership is seen as a pursuit largely for those with time on their hands, with the most recent statistics showing nearly two thirds of members were over 50 and a third were over 60.
With around a million members at last count, the big differences between the ages of those tied to clubs, and others who play at facilities, should provide food for thought for an industry that has traditionally focused on its subscribers.
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Time, and a desire for value for money, are often cited as reasons why younger players don’t take the plunge into membership and the latter is highlighted by the rise in England Golf’s iGolf subscribers.
More than 50,000 have signed up to the scheme, which offers an official handicap to players who are not members of clubs in return for a modest yearly fee.
Membership options at club often focus on age – with a bewildering array of intermediate categories available at some – without looking at the time element.
But speaking to Golf Business Quarterly about the report and the overall motivations for playing golf, PGA Chief Executive Rob Maxfield said the key was to offer variety.
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“Eighteen-hole golf is brilliant for people who’ve got time on their hands,” he said. “We can’t forget that. We mustn’t try to make on-course golf too much quicker, or into something it’s not – we’ve still got to have that offer to go along, have your coffee, meet your playing partners, play your game, come back in.
“For a lot of people, the fact that golf takes all day is one of the major plus points. We don’t need to try to shoehorn quick, cheap golf into traditional golf that can be delivered by other parts of the market.
“I’m not saying that golf clubs shouldn’t offer 9-hole green fees, try to speed up play, they absolutely should, but let’s not get away from the fact that there are a lot of people who play the traditional game and love it in its current form.
“We shouldn’t try to change that too much, but instead try and offer a variety of options for customers and potential customers.”
You can read the full Golf For All findings by clicking here.
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
Get involved in the debate. To join the GCMA, click here, or to organise a call with a member of the GCMA team, just complete this form and we’ll be in touch!
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