Interest in golf among non-golfers is close to record levels, even as the number of on-course participants has jumped by 20% over the past six years (with an even bigger increase in engagement among off-course formats). While maintaining high levels of attraction is important, converting that interest into sustainable participation is critical for the game’s future.

Recreational golf has enjoyed a renaissance in the post-pandemic era – with increases in participation, play and engagement – and a key driver has been an increasingly positive narrative surrounding the game. Perceptions of golf and golf’s brand have shifted dramatically over the past decade or so, and social media has helped lead the charge.