David Lorentz
Taking research beyond traditional boundaries
When David Lorentz reflects on his career so far, an impressive statistic emerges. For 75 percent of his life, he has worked in golf.
His career began early on. As a pre-teenager, he served a Cincinnati-based private club as a caddie. That experience led him to further responsibilities, as he ultimately managed the club’s day-to-day golf operations throughout his high school and college years.
From there, Lorentz transitioned to the National Golf Foundation, starting as an analyst in 2012 and quickly working his way up to become the leader of the organization’s research division. It’s been a notable rise, especially considering he never intended to have a sustained career in the golf business.
“My path was entirely unplanned,” said Lorentz, who is presently the NGF’s chief research officer. “I guess sometimes the work finds you.”
The work found him while he was a Clemson University graduate student, contemplating water markets and golf as the main topic of his final thesis. That paper was intended to ensure he completed a degree – not launch a career. But it led him to NGF data, along with a surprising discovery: he’d shared a statistics class with the organization’s former president and CEO.
“When graduation loomed, and I reluctantly needed real employment, NGF seemed like a natural place to explore,” Lorentz reflected.
What started as a practical job search has since become a 13-year journey of innovation and increasing impact. Lorentz soon established himself as a thought leader who sought to push beyond the traditional boundaries of market research, infusing it with creativity, artistry and practicality.
“I try to approach everything in life through the lens of others, which I hope has made me a better researcher, a better teammate and a better business partner.”
By 2019, he was promoted to chief research officer. He now leads NGF’s core function with a focus on relevance and results, ensuring the organization serves its members’ and clients’ needs.
“I want our research to move the needle for the people we serve,” he said. “I see myself as being responsible for making sure NGF’s work matters.”
This commitment to meaningful impact is reinforced by Lorentz’s unconventional view of what research should be.
Lorentz draws connections to behavioral psychology, follows fashion trends and loves to observe how humanity expresses itself and evolves in response to change.
“At its simplest, research is detective work. At its best, though, research is art – you’re creating something that moves people and changes perspectives,” he said. “I find it’s often the unexpected connections that reveal our deepest understanding.”
As he continues his work, Lorentz remains anchored by this research philosophy, along with one personal principle.
“I try to approach everything in life through the lens of others, which I hope has made me a better researcher, a better teammate and a better business partner,” he emphasized.
In addition, he believes personal and business success is associated with improving others’ lives and experiences.
“At least from my perspective, it’s not a whole lot more complicated than that,” he added.
That same mindset shapes his vision for NGF’s future.
“My hope for the organization is to always maintain a relentless pursuit of excellence, fresh thinking and seeking truth, even when it’s uncomfortable or challenges conventional wisdom,” he said. “That’s how we’ll make the biggest difference for the people we’re privileged to serve.”
Chris Lewis
