Generation Next

At Gather, we’re always looking ahead.

Our Generation Next report (in collaboration with YouGov Sport) challenges one of the most common assumptions about the golf industry’s future.

Conversation has focussed on attracting Gen Z to golf. But our data suggests the industry may be overlooking a more immediate and powerful opportunity.

Introducing Generation Next…

This report makes the case for a more balanced, pragmatic approach: focusing on the generations that will shape golf’s consumer base over the next decade – Millennials and Gen X.

Currently, 53% of golfers in the U.S. are older than 42 years. As Baby Boomers and the Silent Generation play less, Millennials and Gen X will become the industry’s core consumers. Understanding who they are and what drives them is the smart strategic play.

We hope this report sparks new thinking about golf’s future and invites a more focused conversation about who golf’s next generation really is.

Price: £600*

*Gather Collective Members receive every Gather Report for free as part of annual membership (8-10 reports annually). Speak to us about membership.

We partnered with YouGov Sport to conduct this research with US-based golfers.

What’s covered in the report? 

• Why a pragmatic business approach balances current market conditions with future ones.
• When it comes to the future, the golf industry is focusing on Gen Z. Myopically so.
• Current US golf population by generation. Why the smart strategy is to learn who Gen X and Millennial golfers are. 
• Characteristics of golf’s next generations
  • Gender
  • Race
  • Economics
  • Political Ideology
  • Education
  • Environmental Issues
  • Golf’s Competition
• Key takeaways for your business

Cover image credits: Bin Youssif, Brian Lundquist, Parker Johnson, Nik, Yann Allegre

Feature page image credit: Courtney Cook