What happened in 2024 that could indicate real harbingers of change in our game and industry? We won’t know with any certainty what will be lasting change until we can look upon 2024 with hindsight, but here are a few developments that caught my attention for sure.
The Year of the Influencers. Back in 2018, during some high-level meetings with U.S. Senators and members of Congress to advance golf’s federal policy agenda, Paige Spiranic was in the room with a few golf industry leaders. When we went around the table to introduce ourselves to elected officials, she described herself as an “influencer.” I understood why she had over a million followers, but what I didn’t really see coming was this tidal wave of influence that Spiranic and others would usher in. Influencers were kinds of rebels in those days, doing their own thing and seen as a curiosity to the age-old institutions in golf. Fast forward to 2024, and we see the PGA TOUR embracing the YouTube golf influencers (see Myrtle Beach Classic). Also, some of the best golf content in the universe is being produced by golf influencers on Instagram, TikTok, etc. And I’m here for it!
Artificial Intelligence. “I’m sorry, Dave. I’m afraid I can’t do that.” Is that HAL, the artificial intelligent computer from the 1968 film 2001: A Space Odyssey, or is it an AI tee time booking application telling an inquiring golfer that he may NOT book a fivesome this Saturday morning at 10 am? Either way, AI is super-interesting technology that will find a way to rock the golf industry. And 2024 is the year I started seeing direct implementation in real ways at the golf course. 2024 feels to AI what 1995 felt like to the “world wide web.” We are just seeing the very tippy top of the iceberg to come.
A Chasm is Growing. I asked a few people my age recently if they remember what Mike Tyson used to make per fight back in his heyday. No one remembered knowing, or caring, what the prize amounts were. Golf used to be like this, although if interested, you could read in the Monday morning sports section who made what that weekend in professional golf. From the hundreds of millions going to some players now, to the prospect of Ryder Cup players being paid big six figures, it seems building enterprises is becoming more important than making stories and building legacies. There has always been a healthy separation between the elite golfers and the weekend hackers (mostly from talent), but we always felt part of the same game. Now, it feels like a genetic mutation in our game is happening, fueled by staggering amounts of money. I hope it doesn’t lead to a chasm between athlete and fan that results in deflating enthusiasm. Enthusiasm for our golf heroes has always been a source of fuel in the lifelong nature of our game. It all feels like an unfortunate, if not inevitable, evolution.
Explosion of Screen Golf. The NGF reports there are now over 2,000 golf entertainment simulator/screen businesses around America, almost a 25% increase over 2023. Wow! When our local high school principal on Daniel Island (SC), as a side gig, opens a golf simulator joint, you know this thing has caught fire. I know it scratches an itch for avid golfers that want to beat balls, but I’m waiting to see if it scratches the fun itch for the “golf curious” or “golf adjacent” crowds, like Topgolf has. If it does, then screen golf could be a real funnel for our game and industry, like it has in South Korea. Next thing you know, some of these places will have aromatherapy features that have the hitting bays smelling like freshly-cut bermuda.
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Another interesting year for golf will be in the books soon. What do you see happening in 2025? For you course owners and operators out there, I hope whatever it is, it includes some time learning, sharing and networking at the Golf Business Conference at the PGA Show. Hope to see you there!