Women and girls have accounted for almost half of the sport's growth over the past decade and now represent one-third of all golf participants including on- and off-course players. But this remarkable surge comes with multiple challenges: getting more to make the jump to traditional golf and then keeping them coming back once they do.

As the golf industry enjoys unprecedented success, NGF research suggests most Core golfers feel like "just another customer," with transaction-based relationships emphasized over loyalty. As customer expectations evolve, relationship-building will likely emerge as the most undervalued innovation frontier in business and, perhaps, a new battleground in golf.