The Next Generation of Members

I’VE GOT AN ANNOYING habit. If you ask my wife, she’ll agree, but struggle to readily pinpoint which annoying habit I’m confessing to. In this case, it’s always singing when I hear a word or phrase that reminds me of a song.

A recent report from the National Golf Foundation (NGF) stated that the biggest JUMP in golf participation over the past three years—since the start of the pandemic—has come at the junior level. After reading the headline, I walked around the house the rest of the day singing Van Halen’s “Jump.”

It could’ve been worse. I was once told something about not knowing what it felt like to be a woman … and sang Shania Twain’s “Man! I Feel Like a Woman!” for two days straight. THAT was annoying.

According to NGF, the net gain of almost 1 million juniors (ages 6-17) is the most significant of any on-course participation segment. At just over 3.4 million in total, the youth golfer pool is now at its highest level since 2006, just prior to the Great Recession.

The report goes on to state that juniors account for about 13% of the on-course golfer population. Away from the course, that representation is even greater … more than one quarter of off-course golf participants are under the age of 18. My 12-year-old son has zero interest in going to a golf course with me, but if I mention Topgolf, watch out! He loves that place.

Looking a little deeper into the numbers, female on-course representation has matched an all-time high, at onequarter of all golfers, NGF reports. And it’s even higher in the junior ranks. More than 36% of junior participants are girls.

It goes without saying that it’s a good sign to have the largest growth at the youngest levels. Today’s juniors are tomorrow’s dues-paying members. They’ve got 60-70 years of golf ahead of them.

Latent demand is high in the junior ranks, as well. NGF reports that another 5 million+ kids – non-golfers – say they’re very interested in playing on a course.

On page 9, Melissa Hansen, Director of Membership & Marketing at The Club at Olde Cypress in Naples, Fla., discusses marketing strategies to engage youth golfers. Check it out.

So, what are other clubs doing to capitalize on all this new-found supply? We’ve heard about PGA Jr. Leagues and Operation 36, but I’m curious to see if any clubs have gotten creative in their programming.

Canal Shores Golf Course in Evanston, Ill., for instance, will undergo a bold restoration plan to preserve and enhance the 103-year-old golf course. The cornerstone of the robust, privately funded project is an emphasis on youth golf, and includes a renovation to the holes in front of Canal Shores’ clubhouse that will serve as a new youth golf facility, as well as the creation of a caddie academy. The initiative is being led by

Evanston Wilmette Golf Course Association, Canal Shores Golf Course, a 501(c) (3) not-for-profit charitable organization, and KemperSports.

Affectionately known as Evanston’s local “gem,” Canal Shores’ plans focus on the crucial pillars of youth development, golf, ecology and community, with the goal of setting the property up for a second century of success. Canal Shores has raised more than $4 million of its $5.9 million goal for what is being called the “Canal Shores 2nd Century” campaign.

Off the golf course, the annual youth camp at Valley Lo Club in Glenview, Ill., which is known as the Junior Sports Club, was started in the mid-1970s by a group of moms at the club.

As the camp grew in size over the years, Valley Lo transitioned its Director position from seasonal to year-round, says General Manager Judy Higgins. Once a camp ends in August, the club begins planning for the following year.

“Enrollment for camp is 300 to 400 children each year,” Higgins says. “Parents are able to choose which weeks their children attend.”

What is your club doing to engage the next generation of members?

Rob Thomas rthomas@wtwhmedia.com