Introducing the Golf for All research project

08/09/2023

A message from Robert Maxfield, Chief Executive, introducing the new ‘Golf for All’ research project from The PGA in partnership with Ipsos.

We are delighted to share news of an extensive new research project – produced in partnership with Ipsos - that will highlight the recent and significant changes in how golf is being played and help the industry to better connect with both new and existing golfers.

The results of the research showcase the remarkable diversity within the game of golf beyond its traditional, on-course forms, with the presence of golf in driving ranges, pitch & putt facilities, adventure golf courses, and simulator setups all pointing to golf as being vibrant and multifaceted.

A key finding of the report shows that 40% of all adults in the UK and Ireland engage with golf in some capacity, equating to a huge community of 22.4 million individuals. Of those 22.4 million, 16.3 million are playing any form of golf – from adventure golf to pitch & putt – whilst 4.9 million are playing golf ‘on course’.

This ground-breaking research and insight challenges the position of the golf industry, presenting a sizeable opportunity to engage with an audience totalling nearly 18 million that don’t play the on-course forms of golf.

The initial findings, covering the first six months of 2023, are to be made freely available to all those involved with golf so that we all have a better understanding of the golfing landscape.

CLICK HERE to view the full report.

What is the aim of the research?

There are two overarching aims of the project. Firstly, to size the market for golf: who is interested in golf, who is playing the game across its many variations and how do these people progress through their golf journey?

Secondly, to understand in more detail industry trends, consumer behaviour and attitudes, matters related to golf and health, perceptions of golf and economic aspects.

Why is The PGA doing this?

We hope that this research – with its ambitious and wide-ranging scope – will become ‘must-read’ insight that the entire golf industry will be able to use and value.

We are confident that the Ipsos research will provide new insights that will undoubtedly benefit the many governing bodies, partners, and companies that we work with across the industry.

From a PGA perspective, a clear understanding of the market trends and patterns – backed up by data – will enable us to provide better and more targeted support and education for you, our Members, and influence the perception of golf in a more positive way.

We want to recognise and connect with those people who play indoor golf or adventure golf, just as much as we do those who play traditional forms of the game. Non-traditional (off-course) golf and golfers contribute hugely to the industry and this fast-growing sector of the game represents an enormous opportunity for the long-term prosperity of golf.

What happens next?

The full version of the report has been made available to all other interested parties – via a dedicated microsite www.golf-for-all.co.uk – and there is detailed analysis and commentary around the key findings provided in the September issue of The PGA’s Golf Business Quarterly (GBQ) magazine.

CLICK HERE to download a digital copy of GBQ.

Further analysis of the findings will also be published in the October issue of PGA Monthly but, in the meantime, I would urge you take a look for yourself at what is a fascinating piece of research that really does shine a light on how the game is changing – and don’t forget to opt in to receive your print copy of GBQ to read the supporting case studies and analysis, via the Member’s area.

The research project is supported by a full PR and communications plan to ensure that the findings gain maximum exposure, clearly positioning The PGA as a body that is committed to embracing, elevating and growing all aspects of the game.

CLICK HERE to view the full report.

If you have any feedback or questions concerning the report please do get in touch with Jonathan Wright, External Relations Executive – jonathan.wright@pga.org.uk