We look into England Golf’s numbers regarding the average golfer, and how it impacts your role as a Manager
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
Golf Participation Is Growing – Especially Casual Play
In 2024, golf participation reached record-breaking levels, with over 10.2 million scores submitted. General play, encompassing casual and non-competition rounds, saw a significant increase from 3.9 million to 4.4 million rounds. This boom in casual golf presents a valuable opportunity for clubs to adapt and thrive.
To attract and retain this growing audience, clubs could offer more flexible membership options, increase casual tee-time availability, or introduce play-and-pay models. Additionally, creating pathways for general play participants to transition into full membership could help foster long-term engagement.
The Demographic Is Slowly Getting Younger
Golf club memberships are seeing a gradual decline in average age, with the overall average member age reducing from 56.18 to 54.99. Specifically, the male average age has dropped from 54.98 to 53.78, while the female average age has fallen from 64.65 to 62.98. These trends indicate that efforts to attract younger players are yielding results.
To build on this success, clubs could introduce NextGen-focused events or memberships targeting under-35s, young professionals, and flexible fees. Additionally, implementing family-friendly programming or initiatives aimed at working adults and younger women could further strengthen engagement and broaden appeal.
Handicap Averages Suggest an Inclusive Playing Environment
The average club member Handicap Index® stands at 18.62, with men averaging 17.38 and women 28.09. iGolfers, on the other hand, have slightly higher averages, with an overall 20.07 and women averaging 30.88. These figures highlight that most golfers are mid- to high-handicappers rather than elite players.
To cater to this demographic, clubs should ensure course difficulty, competition structures, and communication approaches are inclusive. Additionally, promoting beginner-friendly programs and offering comprehensive onboarding can help create a welcoming environment for players of all skill levels.
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iGolfers Represent a Growing Opportunity
With over 55,000 iGolfers making up 7% of all golfers with a handicap and submitting nearly half a million scores per year without club membership, this demographic presents an untapped talent pool for golf clubs. The average iGolfer age of 43 is significantly younger than typical club members, highlighting an opportunity to attract this audience with the right incentives.
Clubs could target iGolfers in their region through trial memberships, open events, or social golf nights. Recognising that iGolfers are often time-poor yet dedicated to the sport, offering flexibility and convenience will be key to converting them into club members.
Regional Planning and Competition
England is home to 1,735 affiliated golf clubs, averaging around 50 per county, with approximately 730,000 club members nationwide. This abundance of clubs highlights the importance of understanding the local competitive landscape.
Clubs can benefit from comparing themselves against the average county membership of 21,408 or examining metrics like the average golfer age and handicap. Such data can serve as valuable benchmarks to evaluate performance, refine marketing strategies, and develop tailored outreach initiatives to stand out in a competitive market.
Summary: Key Actions for Club Managers
To capitalise on current trends, club managers should focus on increasing flexible tee access and hosting inclusive events to cater to the rise in general play.
Programs tailored for younger demographics, specifically those aged 30 to 50, can help sustain the gradual shift towards younger membership profiles.
Emphasising fun and beginner-friendly experiences will resonate with the high-handicap range, fostering inclusivity.
Developing a strategic plan to convert iGolf participants into full club members will unlock new growth opportunities.
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Leveraging regional statistics for benchmarking and localised marketing will enhance competitive positioning and drive engagement.
‘There’s plenty of good news coming through from England Golf’s latest research into participation trends. It’s great to see that overall participation remains healthy and really interesting to see the way that newer and younger audiences are engaging with our sport, particularly looking for more social interaction and casual play. It’s now so important that we recognise these changing demands and work together as an industry to evolve and look towards the future. We must ensure that Golf Clubs are providing the environments and experiences that the next generation of golfers and golf club members will be looking for, if we are to prepare for a successful future.
– GCMA CEO Tom Brooke
Read England Golf’s full report here:
This article is part of GCMA Insights – topical content for golf industry professionals, discussing the things that matter to those who work in golf clubs.
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By Mark Shanley
