Generation X, Millennials and Gen Z, with their own attitudes, behaviors and perspectives, have redefined the future of golf.
TORONTO, Ontario – New research into family habits of U.S. golfers has uncovered data in how each group views family dynamics, play, skills and learning, expenditures and their general satisfaction with the sport. The study explores the overarching similarities and differences between Generation X, Y (millennials) and Z, and what this data means for the future of golf.
Global consulting firm GGA Partners, The National Collegiate Club Golf Association (NCCGA), an association dedicated to the promotion of collegiate club golf, and The City Tour, organizer of amateur golf tournaments in major cities have released a study entitled, “Beyond Millennials: New Generations and the Influence of Family.”
The 2022 survey was conducted from November 2021 through January 2022 and garnered responses from over 1,500 golfers whose average age was 30 years old.
Key highlights of the study include:
- Gen X wants more – and are willing to pay for it.
Gen Z golfers spend the least on both greens’ fees and extra spending at the course, while Millennials show the most interest in spending the most on greens fees. Gen X will spend the most while at the course.
Two thirds of survey respondents indicated they would be willing to spend more – with 50% of respondents indicating a range of up to $5,000 – to join a private club. Gen X was willing to spend more ($6,758 USD) as compared to both Gen Z and Millennials, who indicated they were willing to spend slightly less ($6,100 USD). Widowed/divorce respondents are willing to spend the most ($6,818 USD) with singles willing to spend the least ($6,022 USD).
- Gen X and Gen Z are playing more golf. Millennials, not so much.
Millennials play significantly less golf than Gen X and Gen Z. Interestingly, singles played slightly more golf than partnered respondents, and players who were widowed, separated or divorced are playing the most golf within the group.
- Different strokes with different folks: Gen Z prefer to golf with family, Millennials with friends and Gen X with fellow club members.
Gen Z are more likely to play with family than Gen X, while Millennials display a tendency to play more with friends than the other two cohorts. Gen X played with fellow members at a much higher rate, while Generation Z showed lower than expected interest in playing with members.
The study shares additional insights and data on the variances between generations of golfers regarding family dynamics, play habits, learning the game, attitudes towards fees, and views on the future of golf and more. The report can be accessed at www.ggapartners.com.
About GGA Partners
GGA Partners™ is an international consulting firm and trusted advisor to many of the world’s most successful golf courses, private clubs, resorts and residential communities. We are dedicated to helping owners, asset managers, club and community leaders, investors and real estate developers tackle challenges, achieve objectives and maximize asset performance.
Established in 1992 as the KPMG Golf Industry Practice, our global team of experienced professionals leverage in-depth business intelligence and proprietary global data to deliver impactful strategic solutions and lasting success.
GGA Partners has offices in Toronto, Canada; Phoenix, Bluffton/Hilton Head, USA, and Dublin, Ireland. For more information, visit the GGA Partners website.
About the National Collegiate Club Golf Association
The National Collegiate Club Golf Association is an initiative dedicated to the organization and promotion of collegiate club golf. Its mission is to increase opportunities for college students to play golf in college. For more information, visit the NCCGA website.
About The City Tour
The City Tour runs team-based golf tournaments for amateur golfers in major cities across the United States. Since 2014, the event has provided team-based golfing opportunities for young adults in their 20’s and 30’s near major cities. For more information, visit The City Tour website.
For further information, contact:
Manager, Marketing and Communications
Director, Amateur Championships
PGA of America