Global Youth Movement claim

Golf industry executives, tour officials, sponsors and decision makers attending the 2016 HSBC Golf Business Forum, have vowed to grasp the opportunities and new momentum created in the game during 2016 to increase the popularity of the worldwide.  

At the end of the second and final day of the largest and most significant meeting place for the golf industry, the overwhelming outlook was one of optimism and excitement for what lies ahead in 2017 following a watershed year in 2016.

The consensus from those in attendance is that the sport has undergone a quiet revolution characterized by greater international collaboration amongst the industry, the introduction of new formats, greater attention to youth development and greater focus on digital technologies.  

PGA Tour Commissioner Tim Finchem said: “Anything that is golf related that young people can use to connect to the game is positive. It doesn’t matter what it is. The idea that young people aren’t interested in the game is just nonsense. Look at the growth in those trying the game for the first time. It can be anything from three-holes to Topgolf, the format doesn’t really matter.”

“There is a sea change. We have a new generation of players at the top of the sport and players who want to contribute and connect more with their fans. Players today are more attuned to and capable of using social media to reach people in big numbers. So the sport is in a very healthy position and going to thrive in the years ahead.”

LPGA Commissioner Mike Whan added: “There was a lot doom and gloom surrounding the game. But if you wanted to summarize where golf is now in 2016 in three words. ‘Global youth movement.’

These three words are inarguable. It’s not just happening here, women are joining golf all over the world. The youth that are driving our sport is a movement and driving the way we make decisions about the way we do our jobs. That didn’t happen overnight. It’s the outcome of being open to change and doing the right things for many years already.”  

Much of the reason for the positive outlook was down to the phenomenal success and global impact of golf’s return to the Olympic family in Rio with leaders believing even more can be made of the Olympic opportunity in 2020.

Anthony Scanlon, International Golf Federation Executive Director, said: “Golf at the Olympics was one of the great comeback stories of the year because the players embraced it. There is no other opportunity to showcase this sport to a global audience that the Olympics delivers for the game of golf. I know of no other initiative that causes hundreds of countries to invest in the future of the game of golf for both men and women. Only the Olympics can achieve this movement globally."

We would agree with him on the success of the Olympics, but the claim that the players supported it is probably pushing things a bit far. The whole lead into the Olympics was a real embarrassement as a golf fan.

Scanlon also reflected that 70% of those watching golf at the Olympics has never watched golf before.

He added: “That’s hopefully 70% new fans. New people we can talk to and get into the game. Already we’re seeing triple digit in junior development in China for golf. The number of programs that are increasing is in the hundreds.”

We like the ‘Global Youth Movement’ slogan, and hope that it is more than just a good sound bite. The game has such a lot going for it if only it can get up to speed with the modern world, but there’s still a very long way to go.

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