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.

Working remotely has changed the contours of the work day for many over the past year. NGF recently conducted golfer research to gain deeper insight about the relationship between golf and the work-from-home dynamic.