How many readers are golfers? Wait. How should we define golfers? Are they regular players on a golf course consistently, or do we include folks who like the driving range but rarely walk onto a course?
The definition of ‘golfer’ has certainly been blurred by the expansion of Topgolf, as well as fueled by the use of technology in simulators and driving ranges. According to the National Golf Foundation, the number of people going to these locations now is greater than the number of people playing golf on outdoor courses.
And that’s a good thing for the golf industry in general. Long-viewed as an expensive, elitist sport dominated by males, the changing role of technology in golf now opens the sport up to more people who want to drive a ball, but not necessarily spend thousands of dollars and hours on it. Anytime an industry can introduce new consumers to its value, it has a chance of keeping the consumer’s interest.
Plus, Topgolf is more social than traditional golf courses. Topgolf’s approach is much more social, hosting groups of players with tables, couches, food and drink. Microchips embedded in the golf balls track shots, allowing golfers to virtually compete with each other, play famous courses and video courses.
As a result, some traditional country clubs and golf courses are also now more agreeable to revising old traditions and loosening dress codes, as well as designing new and entertaining games for the course and speedier play.
No need to yell “fore” on this tee.
Group Activities and Discussion Questions:
- Poll students: Who would consider themselves as golfers? How would they define the market? Where and when do they play golf?
- Show Topgolf’s website: https://topgolf.com/us/
- Poll students about their Topgolf experience.
- Who is the target market for Topgolf?
- What is an off-course golfer and how can it be reached?
- Divide students into teams and have them research the trends occurring in golf both on-course and off-course.
- ALTERNATIVE: Have students explore Topgolf as a franchise investment.
Source: Feuer, W. (1 December 2024). For the first time, most golfers play off-course. Wall Street Journal.
