Minority Report

Golf’s leadership is committed to changing the face of golf. Just look at England Golf’s Respect in Golf initiative “Golf belongs to everyone.” It’s full of hope. 

What we are missing, however, is understanding the golf experience of people we are trying to bring into the game. 

Only by understanding the needs and experiences of underrepresented groups can the golf industry strategically and systematically diversify who plays. 

We’ve identified strategies in this report that will help your brand or service reach a broader audience.

Price: £600*

*Gather Collective Members receive every Gather Report for free as part of annual membership (6-10 reports annually). Speak to us about membership.

Synopsis: 

This report will focus on the experience of two underrepresented groups of golfers: members of the LGBTQ community and people of color. 

If you are an organization invested in increasing participation or a golf brand that wants to sell more services or products to underrepresented golf markets—such as golfers of color and LGBTQ players—these data will help shape an effective strategy. 

When it comes to the representation of LGBTQ players and golfers of color in the US and UK markets, the US market is already more diverse than the UK market. As we work through this report, we discuss possible reasons for this disparity. 

Look out for the “SO WHAT?” pages.

The study was designed and conducted in collaboration with Gather’s data partner, YouGov Sport. The sample size for the US and UK market was 250 participants each.

What’s covered in the report?

• Big picture. What motivates under-represented golf consumers?
• The US and the UK consumer markets
• Playing golf
• Playing public golf: Geographical differences
• Will I be stereotyped learning to play golf?
• How under-represented groups learn golf
• Differences in under-represented groups by gender
• Overall conclusions
• Bonus