Aquarter of the way through the 21st century, golf continues to show steady growth – even as life has largely normalized after the coronavirus pandemic. Facilities across the nation are upgrading their courses and clubhouses as a whole new generation of golfers are drawn to the game for many reasons, and golf shops are finding they can compete with other retail outlets by offering unique experiences and custom products that can’t be found in big box stores or on Amazon.
“The 2024 golf season was a continuation of the strong position the game is enjoying. Golf has never been more popular, and families are active and engaged with the game,” says Bryan Nicholson, who recently took over as PGA of America Head Professional at Cherry Hills Country Club in Cherry Hills Village, Colorado.
“Clubs and courses are cognizant that they need to invest in improvements/upgrades to better position themselves to meet the evolving demands and expectations of current and future members and consumers. To me, that is the best sign of the health of the game.”
According to the National Golf Foundation (NGF), U.S. golf facilities spent close to $3.1 billion over the last year in significant “discretionary” capital investments to upgrade their courses, clubhouses, amenities, infrastructure and more. Surveys show about 60 percent of all private clubs and just under half of public facilities have made a significant capital investment in recent years – with one third of the private club projects surpassing $1 million.
For example, Interlachen Country Club in Edina, Minnesota, opened a newly renovated course in August after architect Andrew Green tok Donald Ross’ original design and adapted it for today’s game. According to Katie Gates, AGM, Director of Retail, 2024’s half-season brought Interlachen members back to a course that felt both new and nostalgic, and their excitement to play led to a notable increase in hard good sales.
“Much of our focus last year was setting the stage for 2025, laying the foundation for a record-setting season as we prepare to reintroduce our full calendar of events and leagues,” she says. “We’re looking forward to maximizing the impact of our investments and fully engaging members with a course that not only honors our club’s legacy, but enhances every round they play.”