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Golf is having a resurgence among younger generations.

Drawn as much to the game’s timeless charm as they are to a new cohort of brands, pros and viral personalities, 18-34 year olds are an engaged and active audience.

They are also a key growth segment for golf course operators.

Given their potential revenue impact, it’s important for facilities to consider what 18-34 year olds value out of a day at the course.

Courses that are able to deliver golf, retail and hospitality experiences that resonate with young golfers will be well positioned to drive more loyalty and increase on-site spend in the years ahead.

What does this look like in practice? We surveyed more than 1,000 golfers across North America* to find out.

Jump ahead:

Comparing golf participation across age groups

According to the NGF’s 2026 Graffis report, more than 6 million 18-34 year olds played golf in 2025.

While that figure is down slightly from 2024, participation among younger golfers remains well above pre-pandemic levels and continues to represent a significant growth opportunity for golf facilities.

Our survey findings reinforce this trend, with younger golfers reporting a much greater increase in participation than their older counterparts.

When asked what’s driving their increased participation, younger golfers pointed to a combination of social connection and growing enthusiasm for the game.

These findings suggest that 18-34 year olds see golf as a way to connect with others and build new relationships. As we’ll see throughout this report, golf’s social dimension is a recurring influence on everything from the formats they enjoy, the amenities they value and the experiences they look for.

Younger golfers are drawn to different formats

While the traditional 18-hole round remains a cornerstone of the game, younger golfers are showing strong interest in experiences that make golf more accessible, flexible and social.

Taken together, these preferences point to a broader shift in how younger golfers engage with the game. Rather than replacing traditional golf, these formats offer:

• More ways to play when time is limited
• Approachable formats for new or less skilled players
• Relaxed, laid back social experiences
• A chance to hone a specific skillset

For golf facilities, this represents an opportunity to think beyond the standard 18-hole round.

Expanded practice facilities, evening programming, on-site simulator experiences, family-friendly offerings, and shorter formats can help attract new audiences while giving existing golfers more reasons to visit during off-peak hours or the off season.

For younger golfers, every part of the experience matters

While course layout and conditioning remain the biggest drivers of satisfaction among younger golfers, our findings show they’re evaluating every aspect of their visit.

From practice facilities and food and beverage offerings to customer service and pace of play, each touchpoint plays a role in shaping the overall experience.

These results reinforce that young golfers are looking for more than a great golf course. They gravitate towards facilities that offer a great holistic experience.

Value comes down to opportunities to practice, socialize and extend their visit beyond the round itself.

But creating a positive experience is only part of the equation. Retaining golfers requires delivering that experience consistently, and two operational factors stand out above the rest.

Top factors influencing future course choice among 18-34 year olds:

• 73% say customer service impacts repeat visits
• 65% say pace of play influences their course choice

For golf facilities, these findings highlight that every part of the operation contributes to long-term loyalty. Investing in course conditions and amenities may attract golfers, but delivering friendly service and consistent, reasonable pace of play will determine whether they will return.

Elevating the pro shop experience to drive spend

Two-thirds (67%) of young golfers purchase golf equipment or apparel at least every six months, highlighting a significant retail opportunity for golf facilities.

Yet despite their frequent purchasing habits, only 18% say they typically buy from golf course pro shops.

This gap suggests that many facilities are missing out on revenue that is instead being captured by online retailers and specialty golf stores. To compete, pro shops need to offer more than convenience.

In many ways, these factors have become table stakes. To go further, facilities should look to create a modern retail environment that’s hard to replicate online.

A modern retail experience might include:

Equipment testing: Allowing golfers to try clubs before making a purchase

Comfortable fitting rooms that encourage apparel purchases

Curated displays that showcase complete outfits, seasonal collections, staff picks, and top-selling products

Data-backed decisions: Using data from your golf shop POS to understand what’s selling can help inform inventory planning, merchandising, and promotional displays

A balanced merchandise mix featuring both established golf brands and modern lifestyle brands that resonate with younger golfers

Knowledgeable staff who can offer personalized recommendations and product expertise

Loyalty rewards and exclusive promotions that give golfers a reason to purchase on-site rather than elsewhere

Creating reasons to stay after the round

The opportunity to increase on-site revenue doesn’t end when the final putt drops. Many 18-34 year olds are looking for reasons to extend their visit beyond the round itself.

How 18-34 year olds like to spend time on-site:

• Bar, restaurant and patio: 46%
• Driving range: 42%

Half (50%) of young golfers stay at the course for at least 30 minutes after their round.

These findings point to a valuable opportunity for golf facilities to increase food and beverage sales while creating a more engaging overall experience.

Whether it’s grabbing a meal or drink with friends, working on their game at the driving range, or simply relaxing after a round, younger golfers are looking to make the most of their visit.

Facilities can capitalize on this by creating spaces and programming that encourage golfers to linger. Comfortable patios, post-round food and drink specials and driving range promotions all create incentives to stick around.

The bigger picture

18-34 year olds represent your next generation of loyal customers, league participants, tournament players, members and advocates who will shape the future of the game for decades to come.

For operators, the opportunity extends beyond attracting these golfers for a single round. It’s about creating experiences that foster a lifelong connection with the game—and positioning your facility as the place where those memories, traditions and relationships are built.

Our research shows that younger golfers are looking for more than great course conditions. They value flexibility, social connection, memorable experiences and facilities that make it easy to spend more time enjoying the game.

Facilities that recognize these evolving expectations will be better positioned to build lasting relationships with this cohort of players.

If you’re looking to improve retention, simplify workflows and elevate your on-site experience, talk to a golf expert today.

^{*Methodology: Survey conducted by Medallia on behalf of Lightspeed, Spring 2026. Responses collected from 1,000 golfers across North America, spanning a range of skill levels, playing frequencies, and engagement with the sport. All responses were collected anonymously. Medallia adheres to industry standards and best practices for market research and data collection.}