When industry observers talk about golf’s growth, the conversation usually centers on tee sheet utilization, course renovations, or the surge in off-course experiences like simulators and entertainment venues. While these metrics are important, new research from the National Golf Foundation (NGF) suggests that an equally critical — and perhaps more sustainable — measure of golf’s health lies not in avid play, but in emotional commitment.
A Shift in Metrics: Passion vs. Play
NGF’s September 2025 report highlights a striking contrast:
Passionate Golfers (“Golf Nut” or “Hooked”) grew from 8.3 million in 2019 to 9.9 million in 2024, a 19% increase.
Avid Golfers (25+ rounds annually) declined from 5.6 million to 5.1 million over the same period, a 9% decrease.
At first glance, these numbers might appear contradictory. How can passion be rising while avid play erodes? The answer reveals a nuanced picture: golf’s emotional footprint is expanding, even if traditional measures of play frequency are softening.
Beyond Rounds Played
In 2024, total U.S. golf rounds reached new highs, building on momentum that started during the pandemic. Avid players still contributed 44% of all rounds, yet the most intriguing growth has come from occasional golfers:
Those who play 1–7 rounds per year increased from 11.5 million in 2019 to 14.6 million in 2024, accounting for 20% of round growth.
This mirrors the “Tiger Boom” of the late 1990s, when excitement around the sport swelled participation, especially among newer and less frequent players. But unlike past cycles, NGF’s data shows that today’s occasional golfer is more emotionally connected — following golf media, engaging in off-course activities, and identifying with golf culture even if their green-grass rounds remain limited.
The Rise of the Passionate Casual
Traditionally, commitment to golf was measured by rounds logged. But NGF’s research reveals that more than 1 in 5 occasional golfers self-identify as “Golf Nuts” or “Hooked.” This represents a powerful shift: passion is no longer solely tied to time on the course.
For private clubs and golf destinations, this opens the door to a new category of member and customer: those who may not have the time or access to play avidly, but who still value the game deeply and are eager to connect with it through lifestyle, culture, and experiences.
What This Means for Clubs and Resorts
Private clubs, golf resorts, and hospitality groups should see this as a wake-up call — and an opportunity:
Capacity Constraints: With many facilities already running near full tee sheet capacity, the future of golf growth may rely less on “getting people to play more” and more on creating experiences that reinforce emotional commitment.
Cultural Integration: Golf is increasingly becoming part of lifestyle identity. From fashion collaborations to digital content consumption, golf resonates far beyond the fairway. Facilities that position themselves as cultural hubs, not just playing venues, will capture this enthusiasm.
Community and Engagement: Programs that foster social belonging — wine dinners, fitness and wellness integration, off-course simulators, travel experiences — can transform occasional players into lifelong brand advocates.
Revenue Diversification: Passionate but less frequent players are primed for engagement in other verticals: real estate, merchandise, food & beverage, and branded travel.
Looking Ahead
Golf’s emotional footprint may prove to be a more durable measure of industry health than rounds alone. The NGF’s findings suggest that the sport’s foundation is strong, built not just on frequent play but on deep emotional engagement that cuts across player segments.
For private clubs, this means reimagining growth strategies:
Less about filling tee sheets.
More about expanding golf’s cultural reach.
And most importantly, cultivating loyal, emotionally connected members who identify with golf as a lifestyle — not just a sport.
At Private Club Marketing, we see this shift not as a challenge but as an opportunity. By understanding and engaging with the passionate casual golfer, clubs can future-proof their membership strategies, strengthen their communities, and unlock new revenue streams in an era where golf is as much about identity and connection as it is about scorecards.
