The Non-Traditional Golfer

This report presents golf-industry businesses with data to understand consumer behavior of the UK and US non-traditional golfers. 

Although we expect these markets to evolve over time, these findings provide insight into current trends. Readers will identify information that resonates with their own business and interests. In addition, we hope this report gives you general food for thought. 

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Synopsis: 

For this report, we define non-traditional golfers (NTGs) as people who play golf on simulators (at home or other locations), and people who hit balls on a driving range – with or without technology. The definition also includes players of minigolf (putt-putt, adventure, and crazy golf) if they also play simulator or driving range golf. 

By contrast, we consider traditional golfers as people who play 9- or 18-hole green-grass courses. 

In this report, we draw a clear distinction between traditional and non-traditional golfers. Participants who currently play any type of traditional golf are eliminated from our sample. 

The focus is wholly on the market of golfers who currently engage exclusively in non-traditional forms of the game. 

Additionally, this report is limited to what we know about non-traditional golf in two of the game’s biggest markets – the UK and the US. We’ll look at each market separately, and how they compare. 

This report is divided into different sections that focus on distinct attributes of NTGs. After each section is Gather commentary to contextualize the findings and suggest applications. 

Look out for the “SO WHAT?” pages.

Lastly, this special report is informed by data generated by Gather’s data partner, YouGov Sport. 

YouGov Sport collaborated with Gather to design the study, collect data, and provide analytic tools. The sample size of NTGs for the UK and the US was 500 participants in each market. 

What’s covered in the report?

• Demographics
• Non-traditional golf: Who is playing what?
• Are NTGs interested in playing other non-traditional golf?
• Are NTGs interested in playing traditional golf?
• Perceived value of non-traditional golf
• NTGs: Golf equipment and clothing
• NTGs interest in professional golf
• How do NTGs consume golf media
• Overall conclusions