Release of the Generation Next Report

A new report by The Gather Collective, in collaboration with YouGov Sport, is challenging golf industry assumptions about future growth.

Titled Generation Next, the study argues that while much attention has been placed on attracting Gen Z, the real commercial opportunity lies with Millennials and Generation X, who are set to dominate golf’s consumer base in the coming years. Currently, 53% of U.S. golfers are over the age of 42, with participation from older generations gradually declining.

The report highlights the importance of understanding these emerging core groups, including their behaviours, values, and spending priorities, and examines how golf competes within the broader leisure market.

For operators, brands, and stakeholders, the takeaway is clear: aligning strategies with the realities of today’s active and financially influential golfers is key to sustainable growth.

The Generation Next report is available for purchase via The Gather Collective.

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