2024 State-of-the-Game: Progress & Evolution

NGF President & CEO Greg Nathan

Golf continues to evolve. Those who’ve been around the game for a while know it changes rather glacially. 2024 continued a progressive and exciting era in our sport.

The game’s traditions are still being honored. It’s ageless spirit and sense of community preserved. But the ways in which consumers are engaging with golf and consuming the game are growing and changing.

We’re excited to use our annual NGF Graffis Report as an opportunity to look back at what’s transpired, while also looking ahead to the future. There are always new challenges, but we are in a generationally positive moment for the game.

We can assert that because, for nine decades now, NGF has been best known as an organization that serves the businesses and people dedicated to recreational golf — from the companies serving golfers to others who supply golf courses or support the businesses that help make golf one of the nation’s most popular participation sports.

The NGF community of members and partners extends to everyone who makes their living in golf, a wide scope that includes the governing bodies and tours that inspire golfers around the world and help define the sport’s visibility.

The Graffis Report provides an overview of the current golf business landscape and trends that will impact the future of all those mentioned above.

Momentum in the U.S. golf industry generally remains incredibly strong, especially when it comes to the recreational side of a game with annual economic impact of more than $101 billion in the U.S.

Much of what we shared a year ago is still accurate – and that’s encouraging for those of us in the industry who are passionate about the recreational game and business of golf and committed to strengthening our growth opportunities.

Highlights include:

• Record play levels
• Continued participation increases – both on and away from the golf course
• Unprecedented levels of representation for women and People of Color in golf’s participation ranks
• New course openings and development is up while course closures are down
• More engagement with golf – playing, watching, consuming – than ever before
• Increasingly favorable public perceptions of golf
• Sustained demand for rounds and high levels of utilization
• Strong facility health and revenue numbers

You will find additional details on these metrics, and more, in the state-of-industry report named after NGF’s founders, Herb and Joe Graffis.

The golf industry includes many facets and business categories…   Some doing incredibly well, while others are feeling the pinch of cautious consumerism or eyeing possible regression after years of record-breaking momentum.

So, what is the outlook for 2025?

• Solid indicators pointing to sustainability, always with a critical eye analyzing what we can do better, while the business is strong.
• Continuing to climb towards 50MM participants – with increases in off-course engagement not slowing.
• Facility financial health is strong; while exciting new properties are opening and being deservedly highlighted, re-investment in existing properties is what’s improving the game more holistically.
• Golf off-course and social media influencing demographic shift in “green-grass”.
• Golf’s brand better than experience: As an industry, we still have millions of “failed trials” each year due to the discomfort/intimidation/fear associated with the traditional golf environment.
• Younger people think GOLF IS COOL! There is increasing positivity in GOLF’s brand.
• We live in an experience-driven society. And golf is proving experiential – from where you go to who you share it with (family, friends, colleagues… and even strangers who share the same passion for this wonderfully maddening and unconquerable game).
• Occasional golfers (those who play two to seven times a year) are outpacing core golfers (those who play 8 or more rounds). Part of the challenge here is that about 60% of public courses report being at or near capacity, but golfers also cite the incremental rise in playing fees, as well as an abundance of other pursuits and activities that compete for discretionary time and dollars.
• The industry is leaning into technology, gaming and FUN (!!!) and that’s the most positive trend of all.