Steven Neville, PGA,Head Professional,Northmoor Country Club,Highland Park, Illinois
Golf has been evolving for years and the way players now engage with the game has changed significantly, especially among younger golfers.
“Apparel was becoming a more integral aspect of the golf experience even before the COVID boom,” says Steven Neville, PGA of America Head Golf Professional at Northmoor Country Club in Highland Park, Illinois. “Since then, what many golfers wear can be as important to them as the equipment they’re playing.”
Neville, who’s been the Northmoor Head Professional for just over a year, has observed that many of today’s private club members value not just performance on the course, but also personal expression through their gear and apparel.
The new wave of players – often younger and more style-conscious – want to look good while playing and feel comfortable doing it. Social media also plays a role, with many golfers showcasing their clubs, bags and apparel online, following niche brands, and seeking unique styles that stand out.
“These golfers are following brands on Instagram that we sometimes haven’t yet heard of at the green grass level,” Neville notes.
Northmoor has embraced the apparel evolution (pictured) by incorporating new and emerging brands into its retail strategy. They actively seek out companies that might not yet be on the radar at other clubs. Some of these brands (pictured) are golf-specific, while others come from adjacent industries like tennis or athleisure.
Though experimenting with lesser-known brands can be a gamble, Neville believes it’s worth it to cater to an expanding younger membership.
“Sometimes we win and sometimes we lose when rolling the dice with an unknown offering,” he admits. “But when it works, it makes a real impact.”
This forward-thinking approach extends be yond apparel. With golf technology rapidly advancing, Neville notes that younger players are not just investing in fashion – they’re also seeking performance-enhancing equipment and tech gadgets. From mobile devices to launch monitors and wireless speakers, today’s players view golf as a modern, dynamic experience.
“They are our primary golf shop customers and have an increasing investment in the club,” he explains. “They’ll be here for many years to come. Embracing their preferences helps long-term en gagement and creates a welcoming atmosphere.”
