Golf's Trending – Great! But What's Next? - Part 1/2

Unless you've been living under a rock since COVID-19 hit, you've probably noticed that golf is making a comeback. And by comeback, I mean it's booming. Golf is firing on all cylinders. Some are even calling it a bubble. But hey, golfing is our business, and business is good, so how do we keep this recent surge going? And what's in store after this golf renaissance? Let's get down to the business.

Golf, often seen as a sport steeped in tradition and history, is undergoing a fascinating evolution that's grabbing the attention of traditionalists, purists, fun-lovers, tech enthusiasts, and change-seekers alike within the industry - and everyone in between.

In this article, I'll dive into golf’s dual growth paths, one sticking to its roots while the other embracing entertainment, modernity, technology, and a fresh approach to the game. The traditional side is doing just fine once again, while the off-course side is booming like never before. But let's face it, the party won't last forever, right? And just to be clear, we're not picking sides here; instead, we're searching for common ground, the missing link that could bring together the best of both worlds. Let's call it a bridge.

As golf moves forward, the need for unity without division becomes crucial. In this changing landscape, the question arises: Can the time-honored rules and etiquette of Golf 1.0 harmonize with the vibrant, inclusive spirit of Golf 2.0? Absolutely. We simply need to discover the common ground bridging them. The glue.

Entertainment, community, inclusivity, and accessibility are the cornerstones of Golf 2.0, reshaping the sport. The challenge lies in integrating these modern elements with the enduring traditions of Golf 1.0. And let's be clear, not everything needs to blend. Some still prefer their quiet walks on traditional links with no frills, while others are introduced to the game during outings with friends, accompanied by beers and loud music. And we're totally cool with both.

Looking ahead, it would be great to see a future where Golf 1.0 and Golf 2.0 complement each other. So, let's start finding those bridge-builders, harmonizing the past and present to create a golfing culture that thrives on both tradition and innovation.

Defining Golf 1.0 and Golf 2.0.

Let me introduce you to Golf 1.0. The old-fashioned, traditional, one of the oldest sports of all, filled with rich history, Old Tom and pals, jam-packed with rules, fancy etiquettes (depends on whom you ask), 18 holes, many governing bodies, and an endless number of associations, the burden of exclusivity and what not. You get the picture. Let’s call it traditional golf, green-grass golf, on-course golf, or whatever you like.

Now, meet Golf 2.0. Fun-centered, tech-driven, inclusive, born-adaptive, not willing to fit in a box, ever-changing, unregulated, fresh, naive, heck, even rebel. We can call this side non-traditional golf, entertainment golf, off-course golf, or whatever rocks your boat.?

Personally, I love golf in all shapes and forms, rain or shine, but maybe just a tap-in less in the rain.

But what do you do with a windmill if you don’t have even a puff of wind? Exactly - zilch, nada, rien. We need both in the future.

Instead of arguing which path is better for the future of golf, let's focus on building bridges and finding who can build them.

Shaping the future

Ah, golf architects and course designers - they are indeed a rare species and one that could hardly be thanked enough. After all, it would be quite hard to play our beloved game if we didn’t have any courses to play on. These Michelangelos of golf design have a pivotal role in, literally, shaping the future of golf.

Thankfully, we're not at a point where there's no room for new golf courses in the world. Well, maybe except in South Korea, where the indoor golf boom is due to the lack of land. But we need to pay attention to how we build or renovate courses. A golf course can be designed to support natural diversity and be sustainable in every way. True story. Just ask Janne Lehto MG ; he'll happily give you a passionate lecture about it.

There's also a lot to learn from non-traditional golf venues like indoor golf centers, lighted par 3 courses, putt-putt courses, and tech-infused driving ranges: like Topgolf , Pitch London , 5 Iron, Puttery , Drive Shack , SHORTEES GOLF , and Grass Clippings . We can adopt and implement ideas from these venues to traditional golf courses and vice versa.

It’s great to see that there are already some forerunners in this space such as Himalayas Golf founded by golf architect Paul Jansen . They have understood the potential of 2.0 and integrated designing and building artificial greens and hybrid greens as well as consulting the golf entertainment side into their service portfolio. As a result, they act as bridge-builders themselves and do valuable work to maximize golf's growth potential on both paths.

Simulator golf has sparked demand for virtual golf courses, offering more opportunities for designers to explore Golf 2.0. Nicklaus Companies is already working on the world's first virtual-only golf course, Hyperscapes Golf Club . Things are just getting started.

But where do we find more bridge-builders between Golf 1.0 and Golf 2.0 in golf design?

This is a call for all service design and branding experts to hop on board and hold tight because you’re in for a ride. In other words, there’s a clear gap waiting to be filled.?

From Destination Unknown to Bucket List?

When golf courses and entertainment centers are built, they need to be located somewhere. This is where golf destinations come in. Fortunately for everyone, the world has numerous great golf destinations and courses that extend beyond the borders of the United States and the UK.

A golf course reliant solely on guest players has limited potential to enhance its appeal alone. However, through strategic profiling and a long-term market positioning plan, significant improvements can be achieved—perhaps even exceptional ones. Collaborations or alliances with other golf courses also present viable opportunities. Fortunately, Destination Management Companies (DMCs) offer a valuable avenue. These entities enable entire golf destinations, including regional golf centers and golf hotspots, to be highlighted on the golfing map with heightened intensity.

Upon honest scrutiny of the marketing and communication strategies employed by golf courses and destinations, a prevailing trend emerges: a vast majority rely on similar tactics—showcasing pleasant visuals, videos, and an abundance of self-praise. Yet, this common approach fails to truly differentiate one entity from another or facilitate a golfer's decision-making process. Given the multitude of options available, courses often seem indistinguishable on paper. A one-size-fits-all approach won’t cut it in the 2020s, especially if you don’t thoroughly understand your core customers.

It's a common refrain in the golf industry to lean on "recommendations and word of mouth," but where do these recommendations come from if potential players struggle to discover the course initially? Relying solely on the product to sell itself is futile. Instead, golf courses and destinations must ponder their unique selling points and authentic strengths—narratives that tell compelling stories, infused with the vibrancy of life and testimonials from those who already relish the golfing experience. And these same concepts can be utilized by DMCs.

In this case, a helping hand may be found on the Golf 2.0 side. The current golf boom is largely due to three factors: the growth spurt caused by COVID-19, the explosion in the popularity of golf entertainment, and the emergence of independent golf media.

There's a plethora of golf influencers, business bloggers (like Perfect Putt ), vloggers, content creators (such as Good Good Golf , St. André Golf, etc.), social media talents (like Jain Golf, Stephanie Gibri , Caroline Blixt , Shortside ( James Wilson ), digital societies ( Links Golf Club , Broken Tee Society by The Golfer's Journal , and Rusty Nail), and independent (social) media houses (like Barstool Sports , and No Laying Up). Heck, there are even creative golf agencies (?? 2Up Golf Agency ).

It's also crucial to consider whether the golf industry has organized itself in a way that allows actors from both sides to easily meet and move from experimenting with cooperation to a more strategic level. Then, the entire potential could be harnessed, and the benefits would be even greater. Yes, the PGA Golf show in Orlando is great, but do you agree that there could be room for something dedicated solely to this too?

Survival of the fittest - and the finest

One area where Golf 1.0 and Golf 2.0 have clearly diverged in recent years is in the realm of golf brands. With a flood of new lifestyle brands entering the scene, promoting community, belonging, fandom, aspiration, storytelling, and unique experiences, it's become clear that established brands, once the torchbearers of the industry, must evolve to meet the demands of a changing market. Alongside this, embracing sustainability, inclusivity, and technological advancements has become essential for their survival. Collaborating with emerging brands and innovators can inject new energy into traditional players, ensuring they remain relevant in this ever-evolving landscape.

Indeed, signs of overheating in the market are apparent when you see your little cousin, who just started playing golf last year, launching their own golf clothing brand: the logo of which he designed himself, got the website as a favor from a friend and the product design and bulk products come directly from sweatshops in China. This, if something, screams and resembles a bubble, but hey, I wholeheartedly wish luck to any brand that boldly claims to “make you the coolest cat among your friends”. Yeah.

For those big brands not already paying attention to this space, it's high time they did. Thankfully, we've witnessed some exciting collaborations already. 阿迪达斯 teamed up with Macklemore’s Bogey Boys , as did Malbon Golf . FootJoy got creative with Metalwood Studio, LLC for their golf shoe line. And Eastside Golf partnered with Jordan. The list goes on.

On a more significant scale, Malbon Golf made waves by signing a slew of pro golfers like former number one Jason Day, style-icon Jesper Parnevik, and rising star Charley Hull. It's a strategic move that could potentially broaden their audience beyond just Millennials and golf fashion enthusiasts to a wider demographic. Another fairly new golf brand, Bad Birdie signed Si Woo Kim as their professional golf ambassador, Canadian Lululemon started cooking with Minwoo Lee and Descente Global Retail grabbed Xander Schauffle. There was also this one Tiger-called guy who started his own apparel brand called Sun Day Red .?

With the clothing market's rapid acceleration, a crash of some sort will inevitably follow at some point. Not everyone fits into the market, and not everyone survives. Brands need to ensure they have solid foundations, a well-thought-out brand strategy, efficient processes, secure financing, and a professional organization in place before the rollercoaster goes down once again. A fitting example of this is Manors Golf Apparel , where Jojo Regan and the team have shown exemplary dedication and craftsmanship and done a tremendous job.

That's all for now. In the second part, I'll delve into the rest of the industry sectors. Thanks, no shanks.??

--> Sling yourself to the back nine and read the second article here.