Greg Nathan reflects with the United States Golf Association’s Golf Journal on his path from Madison Avenue to becoming CEO of the National Golf Foundation, golf's leading data insights and strategic consulting organization.

2023 was a very positive year for the golf business. The professional game has a way of dominating the media narrative on golf – and there was no shortage of passionate opinion in the coverage of competing tours and distance regulation. However, the recreational side of the game might actually be the bigger story, thriving with a continued resurgence not seen in decades.