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Golf Industry Challenges and Marketing Opportunities in 2023

As 2023 advances, the golfing industry will grapple with some ongoing problems. Yet, these challenges also offer significant opportunities for growth. Consider just five of the most pressing issues facing golf courses and players at this time:

Resolving COVID-19 Related Disruptions

Although the coronavirus pandemic sidelined numerous businesses (including many in the hospitality sector), golf courses emerged from the crisis much better than many analysts had predicted. COVID-19 outbreaks resulted in multiple temporary closures during March and April. An estimated 35% decrease occurred in golf-related travel during 2020. Yet, the golfing industry has already begun recovering from these disruptions.

Today, some 98% of golf courses have already reopened. Equally as encouraging, the National Golf Foundation reported that the number of rounds of golf played at courses nationwide increased by 26% during September 2020. These statistics suggest golf clubs began recovering faster than most other entertainment venues. Previously, players had conducted a reported 441 million rounds of golf in 2019. In addition, the disruptions during the pandemic may have sparked broader public interest in this leisure activity.

Addressing Increased Public Demand

Filling the increased demand for golfing services will interest numerous established golfing facilities this year. One recent survey found some 43% of responding golf course managers anticipated men between the ages of 19 and 39 pose a demographic group spurring higher demand. More than one in every five golfing facilities also predicted increases in the number of men over age 40 likely to take an interest in golfing this year.

To address this issue, the golf industry enjoys numerous options. Some possible solutions include adding additional training and educational classes. In addition, implementing other 9-hole courses and practice facilities to assist new players may also prove helpful.

Obtaining Financing

For some time, the issue of financing new golf courses and facilities has challenged some industry promoters. Yet, the strong demand for golf services currently assists entrepreneurs. In blog posts, Attorney Frank Jermusek noted that five primary funding sources serve this industry: conventional financing, investments from life insurance companies, commercial mortgage-backed security loans, private equity financing, and Small Business Administration loans.

One key aspect facing golf course founders seeking financing confronts virtually every business startup: persuading lenders a venture poses an acceptable degree of risk. In this respect, the American Society of Golf Course Architects offers some helpful tips. First, the organization recommends presenting proposals in a professional format. Document a detailed Master Plan, which includes attention to site selection, operations, management, permits, zoning approvals, and the developer’s financial projections. They urge promoters to ask a respected third party to conduct (and fully document) feasibility studies.

Solving Labor Issues

One recurring problem that will likely continue to affect golf courses this year involves the need to recruit labor (and reduce turnover) in low-paid maintenance positions. Industry experts note the national average wage of $10.60 per hour for golf course workers and the rigidity of working hours both dampen recruitment.

Paradoxically perhaps, the soaring unemployment rate resulting from the recent pandemic may somewhat alleviate this issue in 2023. However, before the arrival of the coronavirus, low unemployment nationwide made recruiting golf course labor difficult in some markets. Over the long term, labor shortages will continue to pose challenges for some sites.

Minimizing Weather-Related Concerns

Yet another ongoing challenge for golfing facilities concerns cancellations and delays due to weather. This problem has caused some facilities to create more indoor practice options. Establishing formal protocols for addressing operations during inclement weather may be helpful.

The high-profile PGA tour discovered advantages in consulting with on-site meteorologists. This option significantly alleviated some weather-related problems. In addition, managers use forecasts to help plan activities.

Effective Golf Digital Marketing Strategy

The effective use of digital channels to drive sales and build a customer base are two of the primary digital transformation challenges the golf industry faces. Many golf courses and golf gear companies have difficulty being efficient and effective and measuring the impact of their marketing channels, such as paid media, enterprise SEO, Local SEO, content strategy, or social media. One of the primary challenges these companies have is their digital experience, website design, and brand presentation. There are several marketing challenges that the industry will face in the year 2023. However, there is also room for growth.

2023: A Year of Opportunities

Despite challenges, businesses engaging in the golfing industry in the United States enjoy an excellent opportunity to expand and prosper this year. A resolution of the COVID-19 crisis may well fuel renewed public interest in this historical, recreational pursuit. In addition, most facilities and courses contended successfully with public health restrictions during the pandemic bodes well for a very successful 2023!