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Women are not only the fastest-growing segment in golf, but also the largest purchasing segment. These trends are reshaping the golf industry and challenging the status quo of what was once unabashedly called the “Gentlemen’s Game”.
In this post, I’ll explain why we can take pride in these changes and discuss our future in the game.
The reshaping reflects changing demographics, increased participation, and growing influence of women in golf. As the industry continues to adapt and cater to the needs and preferences of female golfers, frankly it becomes positioned for sustained growth and a more inclusive and profitable future. Women are not just playing the game; they are driving its evolution and ensuring its vitality for generations to come.
The excitement and quality of play at this past week’s Solheim Cup is testimony to what is happening in the marketplace of the game. Some factors in which we can take pride as female players include:
Increased Participation
Women’s participation in golf has been steadily rising. More women are taking up the sport and playing regularly. In 2019, there were 5.6 million female golfers. Today, there are 6.4 million. There have never been more women playing golf than right now. Female participation has grown 15 percent since the pandemic compared to an anemic 2 percent for men. “Girls represent 36% of today’s juniors (ages 6-17),” Kate Drimel of the PGA of America reports. “This is a significant increase compared to 2000, when girls only accounted for 15% of junior participation in the sport.” Support of both junior girls golf and locally by women organizing play days and leagues has been critical to this accomplishment. The Girls Junior Americas Cup Matches, www.gjac.org, now in its 45th year and which my invitational tournament here in Las Vegas is supporting, was an early trend setter as to participation.
Changing Demographics
Demographic shifts in women’s finances and careers are playing a significant role in this trend. As more women enter the professional workforce and form businesses, they gain financial independence — 60 percent of women report being fully in charge of their financial decisions today. These women seek recreational activities and like men before them, use golf to unwind, network and socialize. CNBC recently reported women control more than $10 trillion (about 33%) of total U.S. household financial assets. Meanwhile, an unprecedented amount of assets will shift into the hands of U.S. women over the next three to five years, representing $30 trillion by the end of the decade.
Influential Female Golfers
The rise of influential female golfers on the professional circuit has had a profound impact. Athletes like Annika Sörenstam, Michelle Wie West, and more recently, Nelly Korda, Danielle Kang and Lilia Vu among others have inspired a new generation of female golfers.
Increased Exposure
Media coverage of women’s golf, including tournaments from the LPGA Tour and Solheim Cup, has grown and improved. This exposure is helping to break down stereotypes and attract more women to the sport. This year’s US Women’s Open had more viewers than the PGA Tour event that same week and the highest viewership since Wie’s win at Pinehurst in 2014.
Women as the Largest Purchasing Segment
Women are driving significant growth in golf apparel and equipment. Spending by women golfers on equipment and apparel has grown by more than 66% since 2014, while growing 32% from 2020 through 2021, says Datatech. Brands are recognizing the need for stylish, performance-oriented clothing and accessories designed specifically for female golfers. Supporting the development of brands is one reason why I founded this blog.
Golf Travel and Tourism
Women are increasingly participating in golf tourism, fueling the growth of resorts and destinations that used to promote only to men for those “buddy trips”. These resorts have added amenities and repositioned to be female friendly. Golf Digest recently wrote this article on the best resorts for groups of women to visit.
The future is bright and we are at the forefront of it.
P.S. Thanks for tuning in. If you find yourself digging my blog, please feel free to forward it to a friend who might also enjoy it. I love hearing from you — feel free to shoot me an email with any questions, comments or suggestions for future posts.
