The Untouchable Tradition of Golf? Not so much… How Covid-19 Changed Golf’s Culture and Created Growth
Covid-19 has changed our lives, and the world of sports is no exception to that. Take for instance the traditionally stuffy sport of golf. For decades golf has remained virtually unchanged, with the last real “splash” happening when Tiger Woods took the world by storm in 1996. Since then the sport has been very stagnant up until the last couple of years. At the start of 2020, the effects of COVID-19 changed how the world works. Some industries fell apart while others grew. Golf was a part of the latter and saw a huge explosion of new players. Why? Because it allowed for people to be outside, remain socially distant and pick up something new when there was so little to do daily.
The golf industry now faces a cultural shift in their target audiences from hardcore golf enthusiasts to casual “weekend warriors.” By making the game more lighthearted and fun, rather than proper and serious, the golf industry is more relevant to today’s consumers. With the merging of old and new cultures, new opportunities for golf have popped up. TopGolf is a prime example. It takes the traditional driving range experience to a new level and combines virtual and physical aspects of golf that create a new engaging experience for golfers and non-golfers alike. Being able to hit golf balls and aim for targets that give you virtual points and compete with friends allow for these unique experiences that you cannot get anywhere else. From 2021 to 2022 TopGolf’’s revenue has increased by 10% (to $1.04 billion). This is not only growing the sport but also changing how golf is played and perceived by people. Now, golf can be played on the course with a few friends and adult beverages or from the comfort of a TopGolf facility where friends can hang out, order food and drinks, and listen to music.
Perhaps the best example of how golf has changed is its fashion. The new style of golf wear moves away from traditional or athletic styles of years past and explores streetwear, which targets more casual golfers. Ben Schott, a writer for Bloomberg, refers to this style as “Golf 6.0.” This new style has led to the creation of dozens of companies that make fashion-forward golf wear for people. This has allowed for golf to appeal to audiences for multiple reasons. For most of golf’s long history, it has been an exclusive and undiversified sport. Even Tiger Woods faced discrimination and was not allowed to play on certain courses. Things have become much more accepting nowadays, but that does not mean that people have felt included.
Golf 6.0 is one way that golf is becoming more inclusive creating not only a shift in fashion but also in culture. Younger generations are focused less on country clubs and lowering scores, and instead, are wanting to look good and have fun. The boom in leisure wear that happened during COVID-19 created an opportunity for a new type of golf fashion catering to new players. This is when the cultural shift really started to take place. With millions of people starting to golf for the first time this was a golden opportunity for companies to profit from this change. Instead of the classic companies like Titleist, Nike, Calloway, Puma, and Ralph Lauren, there were new competitors like Bogey Boys, Eastside Golf, Golf Wang, Rhoback, and many others.
Golf clothing is unique in that typically style is sacrificed for more “proper” looks, such as collared shirts and slacks. This has all changed now as companies are making the “golf style” fashion focused, creating a mix of both style and function. COVID-19 has created a unique world where most industries had to shift to be able to change with the times. Just as old and new golfers have come together, so too have old and new golf wear companies for mutual benefit. One might think that a company like Nike wouldsee the other companies as a threat, but it too has benefitted from the new golf wear styles.
The parallels of the merging of old and new can be seen in many industries in the digital media and print media world. Printed books had been considered endangered with inventions such as the Kindle, iPad, and computers in general. But, thanks to digital media, print book sales have actually increased dramatically. Platforms such as TikTok, with its subgroup, #BookTok, helped increase sales by 9% since 2021. Print and digital media were seen as adversarial yet both are benefiting from the mixing of cultures.
As we bring our perspective back out to a 30,000 foot view, it is interesting to think of other activities that could benefit from being revamped and updated to cater to new generations. Peloton is a great example of a company that turned a boring old stationary bike into a high tech solution for working out, leading to huge growth during the pandemic. Peloton found a way to bring the masses into what was a more niche form of exercise. Perhaps other industries can learn from golf’s renaissance. For example, tennis is a sport that has always felt very similar to golf in its traditions and exclusivity. It seems to be a sport that would benefit from a more inclusive and casual approach to become “on par” with golf.
Not only the sports industry has changed dramatically, though. One can look at the resurgence that whiskeys have had in the last few years. This category is similar to golf with outdated and stuffy messaging associated with it. This has changed, though, as bourbon sales have grown 150% from 2005 to 2020. Whiskey is not a drink for old men any longer, with most consumers being between the ages of 25 and 54. This shift comes from several avenues. First, is the general craving that this age group has for more authentic experiences, like distillery tours where they get exposed more to different whiskeys. Second, is an increase in more culturally relevant celebrities entering the category with their own brands such as Drake (Virginia Black Whiskey), Florida Georgia Line (Old Camp Whiskey), and Conor McGregor (Proper No. Twelve) to name a few. And finally, this was a category that also benefited from Covid-19 with increased liquor sales.
Industries must constantly adapt to the world around them, especially when factoring in cultural shifts, caused by something like a pandemic. Learning to adapt and innovate determines how well a company or industry is going to succeed in the future. Golf as an industry has become a trailblazer in ways to reach as many consumers as possible. The industry decided to work with Covid-19 and cultural changes, rather than fight against them. This isn’t to suggest that every company needs to move away from their foundations. It might be that your category is better suited as the Rolex versus the Shinola watch. It’s not a guarantee that moving from Blue Blood to New Blood is the right strategy. However, this is a decision that all industries — in sports and in general — need to contemplate when reacting to cultural shifts.
