Latent Demand

Over the past five years, the pool of non-golfers who indicate they're "very interested" in playing golf has risen by 43%. In 2020, this latent demand figure jumped by almost 1.5 million Americans (+10%) to 17 million. We can further qualify this by not only by their interest level, but in their intent. Included in that 17 million latent demand number are 10.4 million non-golfers who said they are very likely to play. And among that "qualified" latent demand group, we can further isolate the people who have never played golf before but say they're very interested and definitely will act on that interest in the next 12 ...