In recent years, Golf has enjoyed a significant boom with an uptake in the sport of 44% since 2016. It’s a statistic well supported by increased waiting lists for golf club memberships and the early-morning scramble for tee bookings, as we have all experienced lately. However, there is a genuine concern that golf could die-out as a sport and pass-time as the uptake has fallen out of favour with the younger generation.
Baller League, Padel and MMA
As generation alpha (the demographic cohort born between 2010 and 2024) are drawn to trendier sports such as baller league football (a dynamic six-a-side indoor football competition that has the atmosphere of an American Basketball game), padel (a combination of tennis and squash) or MMA (that’s Mixed Martial Arts in case you are wondering), and are surrounded by the instant gratification of TikTok, Roblox and YouTube, golf is struggling with its appeal.
In a survey conducted earlier this year in March, over a fifth of kids (21%) claim they’re not interested in golf because the sport is ‘boring’, with a further one in 10 claiming that there is a lack of relatable role models in golf.
As a consequence, 88% of parents don’t even try to get their kids into golf at a young age.
The report, which surveyed 2,000 parents with kids under 18, also revealed that one in five parents (19%) claim affordability is the biggest factor in getting their kids into a sport. Golf ranks relatively low in affordability compared to many other popular sports in the UK, particularly when factoring in the cost of equipment, lessons, possible club membership and the clothing.
“This is a wake up call”
Scott Taylor, Marketing and CRM director at American Golf said: “This is a wake-up call for the industry. Innovations like the Baller League and Padel are bringing new audiences to football and racket sports”.
“Golf needs its Baller league moment, with engaging figures across social media to inspire kids to take up the sport. At the same time, brands need to offer easy and accessible ways into the industry.”
So, the UKs leading golf retailer, American Golf, has launched an initiative to bring kids (and their parents) back to golf and to inspire the next generation to become golfers for life!
Game Changer!
Free junior putting lessons nationwide have been launched this summer with the backing of fresh new role models to prove that golf can be exciting, accessible and open to everyone.
The Game Changer Campaign is backed by social media sensation Georgia Ball (the certified PGA Pro who captured her range practice being interrupted by unsolicited advice on her swing which went viral) and professional golfers, Dan Brown and Annabell Fuller (both rising stars on the European Tour).
Also, notable golfers, Ray Nyabola (founder of Black British Golfers) and Mandi Large (winner of the Blind British Open 2024 at Massereene in Antrim, Northern Ireland) are onboard and celebrated to promote golf as accessible to people from all backgrounds and abilities.
The free putting lessons will be available in all 82 American Golf stores across the UK, and open to kids aged under 16 of all abilities.
Participants will also be eligible for 10% off junior clothing, footwear, equipment and package sets upon completing the session, as well as being entered into a prize draw to win a Junior Benross package set.
As well as the summer of free putting lessons, American Golf has recently teamed up with England Golf – donating over 150 free Benross junior clubs to Need Golf Centre as part of the holiday coaching programme.
So let’s hope American Golf can win over a new generation to enjoy and embrace the best sport ever devised!
To find your nearest American Golf store visit www.americangolf.co.uk/en/find-stores
or check out the Game Changers campaign on Instagram.
