Industry Overview
Golf, or its closest relative, was first played in 1297, in the Netherlands, not in Scotland. Another similar game was described as being played in China 500 years before they got to Scotland from the Netherlands, but not until the High Middle Ages.
As the sport grew in popularity, so did the equipment requirements. The courses became more sophisticated and difficult so new clubs were designed to maneuver around them. Golf today is a huge business, between tournaments, equipment, golf carts and gold bags, even special architectural knowledge of how to build a golf course. United States Golf Association (USGA) sets equipment standards, right down to the golf balls’ weight, size and the distance it can travel.
Denver golf courses and playing golf in Charlotte can be identical yet very different. The rules are the same but the courses are always different. Wherever the course, there are between 1.5 to 3 million new players annually.
Industry Trends
Where once people planned out their golfing schedules, the demographics of the player has changed. Today’s 29-49 year old demographic does not have time to plan as far ahead as those before him.
The construction of new courses has been on the high end, appealing to those with less time for planning but more money to spend on the game. The fees are high, the courses are being built for more difficulty and the time involved is at least 4 hours to play a course.
More instructional DVDs are being made and more in-home ‘practice’ equipment is being created for game improvement.
Brands
Two names jump out at the players and fans: Pebble Beach in California and Augusta National in Georgia for the Masters.