Are Middle Aged Players Valued? With Grey Dog Golf

The golf industry has turned its attention to the next generation of golfers.

Although this is understandable – Gen Z is pretty cool after all – is it prudent?

In previous research, Gather has suggested that Gen Z consumers may be overrated. At least for now. And by focusing on younger generations of players, the golf industry is ignoring the affluent middle-aged golfers in front of its nose.

In this White Paper, Gather partnered with Grey Dog Golf to understand how affluent, middle-aged golfer consumers experience the golf industry.

“There is a large, affluent, and underserved segment that would respond positively to more authentic, age-inclusive marketing and brand ambassadors.”

A huge thank you to Wes Allen and Tom Clifford at Grey Dog Golf for partnering with us on this project.

If you find the white paper valuable, please share it with anyone in your organisation or network who will also appreciate it.

If you would like to chat to the Gather team about this white paper, get in touch here.

Enjoy the read.