New research shows women are redefining how golf is played and experienced, and course operators who recognize the shift stand to capture significant loyalty and revenue.
- 42% of women say they are playing more golf than two years ago, yet remain one of the sport’s most underleveraged segments.
- 46% of women play fewer than 10 rounds per year, not because they are disengaged, but because the traditional format doesn’t address how they want to play.
- Women are 39% more likely than men to stay over an hour after their round, with the bar, restaurant and patio ranking as their number one way to spend time at the course.
MONTREAL /PRNewswire/ Lightspeed Commerce Inc. (NYSE | TSX: LSPD)
(“Lightspeed” or the “Company”), the unified omnichannel platform powering ambitious retail, golf and hospitality businesses in over 100 countries, today released new research revealing a structural gap at the heart of golf’s growth story. 42% of women say they are playing more golf than two years ago, yet the social, flexible formats that women are most drawn to remain an underserved opportunity across many courses.
Connection Is the Driver
Lightspeed surveyed[1] golf players across the U.S. and Canada and found women score significantly higher than men on statements tying golf to social connection. The top reason women report playing more is being more engaged with friends and family who play, cited by 40% of female respondents, ranking above increased interest in the sport, free time, or fitness goals.
That social motivation shapes how women want to play. Over half of women (51%) prefer 9-hole formats compared to 41% of men. Women also show stronger interest in family and beginner-friendly formats (39% vs 33% of men) and night golf (42% vs 37% of men). For women, the gap is in format, not interest.
The Round Does Not End at 18
Women’s social engagement extends well beyond the final hole. Nearly 1 in 4 women (24%) stay more than an hour after their round, compared to 17% of men, and 49% rank the bar, restaurant and patio as their number one way to spend time at the course outside of playing. Women are also more likely than men to be drawn to stay longer by post-round events like live music or trivia nights, group gatherings, and social leagues.
Women also over-index on loyalty touchpoints, showing stronger interest in special offers and F&B promotions, upcoming event notifications, and loyalty or reward points updates compared to their male counterparts.
What This Means for the Game
The story of women in golf is not about how many are showing up. It is about what happens when they do. Women are engaging more deeply, staying longer, and responding more strongly to the brands and spaces that make room for them. As the sport continues to diversify, the data is clear: formats and environments built around social connection are where the next wave of loyalty is being earned.
“Most conversations about women in golf focus on participation numbers. What our data actually shows is that women are already highly engaged, they’re just engaging differently than the traditional format expects,” said Fraser Marriott, Head of Golf at Lightspeed. “Courses that recognize that distinction and design around it can build one of the most loyal customer bases in the game, and Lightspeed gives operators the tools to get there.”
The full research report, including operator recommendations and format benchmarks, is available here.
About Lightspeed
Lightspeed is the POS and payments platform powering businesses at the heart of communities in over 100 countries. As the partner of choice for ambitious retail, golf and hospitality entrepreneurs, Lightspeed helps businesses accelerate growth, deliver exceptional customer experiences, and run smarter across all channels and locations.
With fast, flexible omnichannel technology, Lightspeed brings together point of sale, ecommerce, embedded payments, inventory, reporting, staff and supplier management, financial services, and an exclusive wholesale retail network. Backed by insights, and expert support, Lightspeed helps businesses run more efficiently and focus on what they do best.
Founded in Montréal, Canada in 2005, Lightspeed is dual-listed on the New York Stock Exchange and Toronto Stock Exchange (NYSE: LSPD) (TSX: LSPD), with teams across North America, Europe, and Asia Pacific.
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For further information:
Lightspeed Media Relations: media@lightspeedhq.com
Lightspeed Investor Relations: Gus Papageorgiou, investorrelations@lightspeedhq.com
[1] Methodology: Survey conducted by Medallia on behalf of Lightspeed, Spring 2026. Responses collected from 1,000 golfers across North America, spanning a range of skill levels, playing frequencies, and engagement with the sport. All responses were collected anonymously.
