How can the imagery used in golf media and marketing create meaningful barriers to both initial and deepening engagement? And might the consequences of our historically-narrow view influence experience design itself?

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.