The New Power Players: How Millennials & Gen Z Are Shaping Golf Industry Trends
Two young golfers walk off the green at sunset — a glimpse of how the next generation connects with the game.
A New Generation at the Tee
Golf’s newest power players don’t have tour cards — they have Venmo accounts, travel memberships, and a growing share of the game’s $100 billion economy.
Millennials and Gen Z are now the driving force behind golf’s growth, reshaping not just how the game is played, but how it’s consumed. According to Axios, Millennials spend an average of $4,557 per year on golf gear, travel, and experiences, outpacing every previous generation. At the same time, WhatNot’s 2025 Golf Survey found that 65% of its golf buyers are under 40, with an 80% increase in transactions year-over-year — proof that younger players aren’t just entering the game, they’re investing in it.
Golf’s next era isn’t being built by tradition. It’s being built by participation, passion, and purchasing power.
The Spending Shift
The story of golf’s evolution is now an economic one.
For decades, the sport’s business model relied on Boomers and Gen X — the stable members, the legacy buyers. But today, Millennials and Gen Z are where the money is moving. They’re more likely to book destination golf trips, buy apparel from direct-to-consumer brands, and engage with new technologies — launch monitors, simulators, and connected apps — that enhance their experience.
This shift has implications across the industry:
Equipment: Brand loyalty is weaker, but curiosity is higher. These consumers research online, follow creators, and make fast decisions when inspired.
Travel: Younger golfers value experiences over possessions — choosing Bandon Dunes, Streamsong, or Cabot over country clubs.
Technology: They use mobile tools for tee times, stats, and lessons, but expect frictionless digital experiences from every brand.
In short, the modern golfer spends differently — and expects more in return. The center of gravity in golf’s economy has shifted — from clubhouses to commerce, from tradition to transaction.
The Experience Economy Arrives
The most important thing about this generation isn’t how much they spend — it’s why they spend.
Golf is no longer just a sport; it’s an ecosystem of experiences. Millennials and Gen Z see the game as social currency — something that connects, relaxes, and recharges. They’re more likely to split time between courses and simulators, to plan buddy trips instead of joining clubs, and to document their experiences online as much as they play them.
This mindset has fueled golf’s “experience economy.” The fastest-growing segments of the industry — destination golf, short courses, par-3 layouts, and indoor facilities — all share one trait: they emphasize enjoyment and access over exclusivity.
Courses that were once designed to impress are now being designed to invite. For the next generation, golf isn’t a status symbol — it’s a shared experience.
How Brands Are Responding
The smartest brands in golf have already adapted.
TaylorMade and Callaway now market lifestyle as much as performance.
Malbon and Eastside Golf have evolved into lifestyle-driven apparel brands, while Random Golf Club has built a global community that blends storytelling, content, and culture.
Digital-first platforms like WhatNot, YouTube, and Instagram are shaping purchasing behavior as much as pro endorsements once did.
And courses are following suit. Flexible memberships, curated resort experiences, and loyalty programs are replacing traditional initiation fees. Brands are no longer selling just clubs or clothes — they’re selling belonging.
The winners in this new landscape are those who meet golfers where they already are — online, connected, and community-minded.
Lessons for the Industry
Golf’s demographic shift isn’t a fad. It’s a redefinition.
If the industry wants to keep growing, it must evolve around four key truths:
Stop selling tradition. Start selling experience, access, and identity.
Invest in digital fluency. Golf’s next customers find brands through content, not catalogs.
Make inclusivity a feature, not a footnote. Gen Z expects diversity and authenticity in every touchpoint.
Think lifetime value, not lifetime membership. The new loyalty model is built on relevance, not residency.
Golf’s next era won’t be built by the longest hitters — it’ll be built by the most connected consumers.
Closing Reflection — The Business of Belonging
Millennials and Gen Z are redefining what it means to be part of the game. They don’t just play golf — they live it, through digital communities, experiences, and brands that reflect their values.
The business of golf is becoming the business of belonging.
And as the next generation steps to the tee, the most successful brands will be the ones that make them feel like they already belong there.