How Golf Lost the Millennials

[Pat Burke]

Junior golf became junior tours and college recruiting programs.

Junior events became about points earned instead of cheesy trophies and medals.

College scholarships for golf, seem to be a status symbol for many now.  The pursuit to
earn a scholarship now costs close to the cost of a solid state education at many colleges.

In S California, $60-80 is considered an affordable green fee for a decent course, and tournaments
like JAGS and AJGA are amazingly expensive.  
For my part, I charge $125 an hour for golf lessons at the private club I work at.
I did work for 6+ years at a non profit providing lessons for free to kids, but TBH, many have
told me my rate is too low, I just cannot fathom raising it right now, it's already pretty high IMO.
Some of the expectations of money to be made in the game is pretty screwed up.

I've had two close experiences with golf courses out here in Cal.
One, a public course, would raise their prices every time play rates increased.  They would lose players,
lower their rates a bit, recapture their customers...rinse, repeat...  it was so fucking stupid.
They finally have settled in their price point and are attracting a regular, pretty busy following.

At a private course I dealt with, they make money hand over fist, but seem to always push the envelope trying
to get every penny.  A very short term outlook with no long term or back-end gains.  There was always an
"acceptable loss" mentality to people they chased away.  They hit their tipping point and are struggling now.
WIll be interesting to revisit there next year to see where they are.

My shining example...Goose Creek, MiraLoma, CA.
Built with a great plan, with a long term outlook in maintenance, and giving a product for the right price.
Have executed the original plan fantastically, still provide a great priced product, and are happy making their profits
at the original projections.  Never bumped prices to "capitalize" on their spot, have stayed in their sweet spot.

So the pressure is on Mr. Burke. Don't screw up my little girl I sent your way. Keep it fun, nudge her in the right direction... and, oh yeah, make sure she gets a scholarship!  

Challenge accepted!!!

[JESII]

No point drafting a tugboat hoss...


Was it wrong to load the rain gear and umbrella in my bag when my wife caddied for me?

[John Kavanaugh]

No point drafting a tugboat hoss...


Was it wrong to load the rain gear and umbrella in my bag when my wife caddied for me?

That is a good point which is why cycling with equals is so satisfying.  Kind of like golfing with equals...oops.

[Jason Thurman]

I have a lot of random thoughts on this:

* I never realized ultimate frisbee was the Millenial's sport of choice. 2 weeks after I turned 30, it appears I may suddenly be out of touch. I always thought it was a game for nerdy white guys in Madison, WI who aren't athletic enough to compete in rec-league basketball or football.

* I play golf with a lot of people. I've never met anyone who has played the game for fewer than 5 years who plays by the rules, and only about 3% of people who have played for longer than that follow them. I don't believe that the complexities of the rulebook are chasing away recreational players.

* I'm never quite sure how people my age will react to finding out that I'm an avid golfer. There is a small but vocal group of people from my generation who put it in the same class that I put ultimate frisbee (white and nerdy), and another group that immediately assumes you're a snobby, elitist jackass when they hear "golfer." Of course, I'm all of those things. But I'm also a blue-collar southern kid raised by a single mother and married to a black woman, and the "golfer" stigma doesn't always jibe neatly with the rest of my life.

* I was introduced to the game on pasture courses. I was given four clubs and a ball and I whacked it around as long as I didn't come close to hitting anyone and as long as I kept pace. I didn't learn much about mechanics or etiquette in those early years, but I had fun. When I watch the 3-6 year old kids who get dragged to the driving range at my club today by their parents or grandparents, and listen to their chaperone try to give them instructions in a continuous run-on sentence running through their entire range session like "Buddy, be smooth, don't chop, keep your swing on plane, you got a little vertical on that one and then your hips didn't clear and so you didn't hit it good, buddy you gotta make sure you pivot your spine around its own axis, think of your hips being in a barrel buddy...", I can understand why I don't see many kids on the range between the ages of 7 and 15. They get turned off to the game early by adults who want to do their best Earl Woods impression and live vicariously through the kids.

* Mark may be right about people around my age and younger having fewer legitimate things occupying our time. But the guys who can afford to play golf tend to be pretty upwardly mobile and have busy careers, and we also have more things competing for our attention and more recreational outlets than any generation before. We have no shortage of activities on which to spend our disposable income: Tough Mudders; Color Runs; an endless array of 5ks, 10ks, 15ks, and marathons; regular yoga and hot yoga; countless rec-leagues for sand volleyball, indoor soccer, basketball, football, baseball, and probably even ultimate frisbee; a culture that makes it easier than ever to hop on a road bike and ride... the list goes on almost endlessly. All of those activities are cheaper, faster, and a better workout than golf. They're also activities with a community based on the acceptance of people of all skill levels and backgrounds, as opposed to golf with its perceived culture of exclusion.

George is right. The author of this article is a dope. But the few facts he presents, if true, are still scary, and our game does have a lot of barriers keeping it from appealing to the priorities and culture of a younger generation. Still, I'm optimistic for golf's future simply because I still think there is nothing more fun than smashing a ball with a stick.

[Mark Fedeli]

* Mark may be right about people around my age and younger having fewer legitimate things occupying our time. But the guys who can afford to play golf tend to be pretty upwardly mobile and have busy careers, and we also have more things competing for our attention and more recreational outlets than any generation before. We have no shortage of activities on which to spend our disposable income: Tough Mudders; Color Runs; an endless array of 5ks, 10ks, 15ks, and marathons; regular yoga and hot yoga; countless rec-leagues for sand volleyball, indoor soccer, basketball, football, baseball, and probably even ultimate frisbee; a culture that makes it easier than ever to hop on a road bike and ride... the list goes on almost endlessly. All of those activities are cheaper, faster, and a better workout than golf. They're also activities with a community based on the acceptance of people of all skill levels and backgrounds, as opposed to golf with its perceived culture of exclusion.

True, I was more reacting to the tone of some of these articles that make it seem like teenagers just can't be bothered to put their phones down long enough. I had dozens of Nintendo games growing up, which I was obsessed with, and still would never pass up an opportunity to go play golf (or baseball, or football, or hockey, etc). I'm 35, for what it's worth.

[Matthew Lloyd]

My generation ruined junior golf for the kids born from 1980+.  I know that I would not be playing today if I had a helicopter mom following me around in the 70's.  I learned everything I know about enjoying life from my days of youth golfing with my buds and my mommy would have put a stop to all of it.  Sadly, many of these same Millennials end up with a helicopter wife.  Golf don't play that game.

I think this is dead-on unfortunately. I'm 37 and single (for better or worse) and can play whenever I want budget permitting. The majority of guys I know in my own age group simply aren't able to play. 

[Dave Doxey]

It's interesting listening to lovers of the game try to figure out why anyone might not love it. Sort of like discussing why people don't think space aliens exist, when attending a UFO conference

Talking to folks who don't play, the reasons I've heard seem to match much of what this article talks about.

Takes too long, costs too much, is very difficult to learn (or simply get to the point where one can move the ball around the course or fit in with those who can). 

The bit about rules may be referring not to the rulebook, but rather that the rules of protocol and etiquette involved are strange to newcomers (stepping on the putt line, when to not talk, when to play, what to wear, tee times, arriving at the course, etc.)

The post-boomer culture change also seems to play a role.  The changed role of a parent/husband/father. The video game / technology mindset on expecting to figure out something new very quickly.

Imagine if you did not already play the game.  Do you think that you could (would) pick it up now?  I started when I was 5 years old.  I'm sure that I would not have the patience to get started with golf today.

[Brent Hutto]

If you put out a survey that asks people what are the barriers to physical activity generally, they always list the same stuff. No sidewalks, too much traffic, they don't have time, it's not safe, blah, blah, blah. There's a half-dozen or so barriers they always list.

Funny thing is, if you ask them whether they get daily physical activity (walking, jogging, bicycling, that kind of thing) the ones who say YES and the ones who say NO will have always just listed exactly the same barriers. It turns out those are deterrents to everyone whether they exercise anyway or not. It explains nothing about why some people do get physical activity every day and other don't.

Same with asking "What's wrong with golf?". You'll get the usual list of suspects for reasons NOT to play. Golfers play in spite of those things, non-golfers use them as an excuse (if you press them into answering a bunch of questions anyway).

Here's the other thing. Addressing those barriers to regular physical activity has been shown in study after study to have either no effect at all or a marginal, temporary effect on getting people to be regularly active. If you remove some of the barriers, that does not turn out to result in people doing the thing you supposed the barriers were preventing. Go figure, people are funny that way.

[Jud_T]

Dave,

I started playing regularly in my mid 30's, living in NYC with a very demanding career and an infant daughter at home. Used to hit balls into a net upstairs in a small shop on 49th street with an old pro hunched over next to me like Bagger Vance with osteoporosis. Once you make solid contact with that little white pill and watch it rocket majestically down the fairway, everything else recedes into the background-  it's socially acceptable heroin, and that hasn't been supplanted by ubiquitous Youporn, cloth diaper delivery or legal weed.

[Don Mahaffey]

To say something was lost is to assume it was once found. Golf never had them; they view golf as their grand pa's game and they are not impressed with acres and acres of perfect landscaping and uniform green grass, they grew up with that.

15" cups isn't going to get them either. Turn golf into part game, part hike, part exploration, and you'll get some of their attention.

Sort of what is was like before we perfected it.

[jeffwarne]

To say something was lost is to assume it was once found. Golf never had them; they view golf as their grand pa's game and they are not impressed with acres and acres of perfect landscaping and uniform green grass, they grew up with that.

15" cups isn't going to get them either. Turn golf into part game, part hike, part exploration, and you'll get some of their attention.

Sort of what is was like before we perfected it.

+1 to all of that
all those fad followers of the late 90's/early 2000's tried it because they thought they should and that it might be cool
it isn't.................. and takes time at some stage of your life to become competent-if you start at age 25 you're unlikely to stay with it as life gets in the way-never had them to start with and they should've never been counted in the participation/growth numbers as they were doomed to move onto the next cool, instantly gratifying thing.
Certainly wouldn't count me as a bowler........

[Matthew Lloyd]

Something that stood out to me in the article was the analysis indicating that millennials are more "inclusive" than older generations.  While that conclusion is certainly up for debate -- if it IS true, then I think something that could be done to help grow the game amongst the younger generations is to make golf more of a TEAM SPORT.  Encourage kids to play 2-4 man scrambles more, more match play, more Ryder Cup themed events where you can bring 15-20 kids together and it's not just about individual play.

This is something I feel pretty strongly about in general.  Younger kids generally speaking prefer team sports, and the best athletes in middle school and high school -- again, generally speaking -- play team sports.  So golf and tennis can unfairly be labeled as sports for non-athletes. As a former basketball and baseball player who loves golf, I don't believe that to be true, but the stigma exists for sure.

But I do think the individual nature of the sport can be frustrating to younger players, and even now I still prefer to play in Ryder Cup type formats with scrambles, alternate shot, etc. as opposed to keeping my own score.  I suspect others -- especially kids -- feel this way, but little is done to encourage this sort of thing.  (On a side note, I'm convinced this is why Europe always thrashes the US in the Ryder Cup -- the Euros seem much more team oriented)

[Andy Troeger]

For me, it comes down to pace of play. Yes, I might have five hours of time available for golf, but golf at a five hour pace isn't fun. So I find other things to do. If it were easier to play nine, I might do that as well. It can be tough in the southwest, where monsoons on summer afternoons can wreck a lot of plans.

I would play a lot more golf if I could go play with maybe one other and play in three hours.

The cost argument is there too, but less critically. There are plenty of cheap golf options, but you also get what you pay for in most cases.

Part of the issue is that golf became cool to non-golfers because of Tiger Woods and increased media attention. Now that Tiger isn't doing anything that interests non-golfers, they've moved on to something else. Golf is going to suffer for awhile, but the core group is still there and golf businesses that survive will be those that cater to that group.

[Tom_Doak]

If it were easier to play nine, I might do that as well. It can be tough in the southwest, where monsoons on summer afternoons can wreck a lot of plans.

What are the barriers to playing nine holes?  That your friends would rather play 18?

Nine holes twice a week would beat 18 holes once a week in my book.

[Paul Gray]

Now if we could just embark on a strategy to lose a few others, we could be well onto something

 

And John K, don't know what's happened to you but I want whatever you've been prescribed. I can only assume you've had a little holiday and returned with your marbles realigned. Excellent form.

[Paul Gray]

And Pat, not that I'm knocking you because it's obviously the going rate in your part of the world, at $125 per hour I want my fictitious little girl to win a bloody major, never mind a scholarship!

[Ian Andrew]

I find the article accurate.
The comment on inclusion was really important.
What you think and what outsiders to believe about golf are very different.

My son explained the reason why he doesn't play golf anymore (despite being relatively good):
Golf demand me to conform from rules to dress to timing.
Skiing allows me to do everything on my own terms.
That's the problem with "your" sport.

We ski over ten times a year, we almost never play golf anymore.
I've skateboarded with him more than he's played golf with me...

[Sean_A]

I think Jim hit the nail on the head   The problem isn't there aren't enough golfers.  The problem is there are too many golf courses.  All the rest of the talk is secondary because golf has always been difficult, time consuming and relatively expensive compared to the major sports.

Ciao

[Matthew Essig]

As a millennial, I know the main reason why millennials aren't playing.

It isn't slow play.
It isn't rising prices.
It isn't too many courses.
It isn't the complicated rules.
*It is partially because it is damn hard 

Junior golf became junior tours and college recruiting programs.

Junior events became about points earned instead of cheesy trophies and medals.

College scholarships for golf, seem to be a status symbol for many now.  The pursuit to
earn a scholarship now costs close to the cost of a solid state education at many colleges.

This is the closest anyone has come because it is about recruiting, except not just for golf.

The REAL reason why juniors aren't playing is because of modern athletics. We are told by our parents, coaches, or other guardians that you have to be the best; however, to be the best, you have to practice constantly. The days of playing multiple sports is over. From an age of 10 or so, kids are told to pick just one sport and stick with it, so you focus all of your practice and time to that one sport. Unfortunately, I have seen kids drop golf in order to pursue the other sport. What is even worse is if the coach finds out that you are spending time doing other sports like golf, they will kick you off the team for not trying to be the best at their sport.

Now, why are athletics more strict? It is because of the recruiting mentioned above. I don't know when it happened, but parents, coaches, and other older people now think that if the kid is playing a sport, they want to be a college athlete, a professional, and to be the best. It could stem from athletics being televised more, or the massive amounts a pro is paid. It is like everyone forgot that their child can play sports for fun. It is a shame.

In a one sentence summary: Golf lost the Millennials because the Millennials were peer pressured and chose to drop golf for another sport.

[Andy Troeger]

If it were easier to play nine, I might do that as well. It can be tough in the southwest, where monsoons on summer afternoons can wreck a lot of plans.

What are the barriers to playing nine holes?  That your friends would rather play 18?

Nine holes twice a week would beat 18 holes once a week in my book.

Playing nine after work is tougher in the southwest. At the time of year when daylight is long, it is either 95+ degrees or a storm is going through. Other times of the year, there isn't enough daylight. Even with that, on the nice days the municipal courses are packed so getting out isn't guaranteed. I'm sure I could try harder to find a way, but I don't.

[Andy Troeger]

Matthew,
Your logic may apply to a segment of the population, but only a small one. Most of those "one-sport" athletes never even get a college scholarship and could easily take golf back up by age 18 if they wanted to. Plenty of avid golfers take up the game later in life after playing another sport as a kid. My Dad played baseball and took up golf at 25.

I don't think this comes down to one reason, even though I gave one specific one for myself. Most of my generation seems to be hammered with debt and golf just isn't a practical hobby except for those with means. To be any good at golf requires some pretty serious effort with lessons, practicing, playing, etc. The financial commitment just isn't possible for a lot of this generation, even if they like the idea of the game. It also isn't a game that can be learned by playing/practicing once every month or even every two weeks. That level of commitment separates those who are golfers from those who play golf. And those in the "play golf" category are leaving in droves.

[Jud_T]

Just being an anal English Major, but saying we lost the Millennials implies that we had them in the first place.

[Matthew Essig]

Matthew,
Your logic may apply to a segment of the population, but only a small one. Most of those "one-sport" athletes never even get a college scholarship and could easily take golf back up by age 18 if they wanted to. Plenty of avid golfers take up the game later in life after playing another sport as a kid. My Dad played baseball and took up golf at 25.

I don't think this comes down to one reason, even though I gave one specific one for myself. Most of my generation seems to be hammered with debt and golf just isn't a practical hobby except for those with means. To be any good at golf requires some pretty serious effort with lessons, practicing, playing, etc. The financial commitment just isn't possible for a lot of this generation, even if they like the idea of the game. It also isn't a game that can be learned by playing/practicing once every month or even every two weeks. That level of commitment separates those who are golfers from those who play golf. And those in the "play golf" category are leaving in droves.

That is the problem! Why are sporty kids forced to pick one sport when they most likely won't be a college athlete, and if you do become a college athlete, you aren't going pro? By 18, kids don't have the time or the financial support to then pick up the game.

[Bill Gayne]

Because golf is expensive and many of these milennials have become boomerang kids (college graduates who move back home unemployed or under employed). 

[Mike_Young]

Go and spend one evening at Topp Golf....in ATL it takes an hour at least to get a spot....they do more in one evening than the average public course will do in a day.  Perhaps, just perhaps, this thing will be one of the things that creates interest in the game for the milleniums.