Whatsup Squad,
As the US Open golf championship kicks off, I’m reminded of just how much the sport has changed.
Brands like Eastside Golf have propelled it to new heights, with rising participation providing a solid foundation for a more inclusive future.
Though I am far from a golf expert, I am now a fierce advocate.
Golf’s Work-From-Home Boom
Not only has golf’s participation increased, but also golfing frequency.
According to research by Stanford University economist Nicholas Bloom, Americans played a record 531 million rounds last year.
The increase has been powered by weekday golfing, which has nearly doubled since 2019.
Before the pandemic and the work-from-home revolution, golf courses were packed on the weekends and fairly empty during the week.
Now, they’re packed every day, with much of the action during business hours.
During the pandemic, golf provided a socially distanced recreational opportunity that other sports couldn’t, allowing many people to experience the game for the first time or deepen their connections to it.
Bridging the Golf Equity Gap
Over this time, some of the biggest rises in on-course participation have come in categories traditionally under-represented: women and people of color.
Female participants grew from 23% to 26% (+1.3 million) and participation from people of color grew from 18% to 23% (+1.8 million).
Despite rising participation from underrepresented groups, golf hasn’t been the most welcoming sport to women and minorities.
That’s why I was excited to hear about the recent multi-year partnership between Mercedes-Benz and Eastside Golf.
Through the partnership, the brands launched a women's capsule collection, marking the first entry into the women's apparel market from Eastside Golf.
They also hosted Augusta's first-ever Eastside Golf Community Golf Day, offering a free round of golf to 150 attendees of all ages and backgrounds.
The biggest obstacles to golf participation remain cost, time, concern about ability, and a lack of people to play with.
This event brought local players together to experience the fun of golf without the typical barriers that are commonly found in the game.
“It’s for those that maybe have never picked up a golf club, maybe they don’t know how to book a tee time…It’s come as you are; all barriers are lowered.”
- Monique Harrison, Mercedes-Benz USA, Head of Marketing
Eastside Golf is actively reshaping the cultural dialogue surrounding golf, helping to change it from a sport to a lifestyle.
Closing the equity gap isn’t just good for the sport, it’s good for business.
Golf — A Game-Changer in Business
Building relationships is paramount for success in the world of business, and playing golf provides a clear advantage.
Executives who play golf make 17% more than those who don’t.
To be able to play and have business meetings on the course can open doors otherwise inaccessible.
Approximately 90% of Fortune 500 CEOs play golf, and 80% have said playing golf allows them to expand their professional network.
It can be hard to get to know people in distributed work environments, but golf provides a unique opportunity for professionals to engage in a relaxed and informal environment.
Golf alone can’t get you a job, but not playing could cost you one.
With so much business conducted virtually, shaking hands on the green and teeing off at the range is now seen as making an extra effort, not slacking off.
My Golf Journey
Growing up, I tried just about every sport.
From track and field and soccer to karate and baseball, I jumped from competition to competition before I landed on my forever sport: basketball.
But if I could go back in time, I would add one more sport to the mix: golf.
While I never played competitively, my first summer job was as a caddy at a private club.
I learned the game as I walked all 18 holes, studying each golfer as they progressed through the course.
I observed the precision, patience, and strategy that the sport demanded.
Still, golf was never a sport I felt the warm embrace of, and it felt somewhat forced upon me as a critical component of professional success.
It wasn’t until the pandemic that I played my first full round.
What I discovered was a game that had evolved in more ways than one. Not only were the faces on the course more diverse, but the attire had transformed as well.
Footwear brands had even moved from dress-shoe knockoffs to sneaker-like offerings.
Gone were the days of rigid dress codes and traditional golf outfits.
The golf crowd felt cooler, more relaxed, and far more welcoming.
I now see a sport that once felt exclusive as an integral part of my personal and professional growth.
Final Thoughts
Golf is finally ready to embrace anyone who has ever felt like an outsider.
It’s one of the few sports that can get people of all ages active, social, and outdoors.
If you haven’t yet embraced golf, now is the perfect time to start.
For me, it’s been both a competitive outlet and a way to make new connections.
Now, whether it’s TopGolf or a full 18, I look to golf whenever I can.
Where are you on your golf journey?
Until next time ✌🏾