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  • Can golf really compete with traditional Gen Y sports?
  • Can golf really compete with traditional Gen Y sports?
    Topgolf (2014) ©
CASE STUDY

Topgolf: driving Gen Y to the golf course

When you think of golfers, images of retired men, dressed in whites strolling around the course spring to mind. Topgolf, with its ‘entertainment centres’ are trying to change that. And it’s working; 64% of customers at Topgolf are aged 18 to 24. So what is Topgolf doing to engage this audience?

Location North America / Northern Europe

Scope
When you think of golf, you’d be forgiven for thinking of retired gents strolling around the course on a weekday afternoon. With over 75% of golfers across the US older than 34, it’s a fair assumption. Whereas the participation rate of youngsters aged 18 to 34 fell 13% between 2009 and 2013, for active sports such as running, it rose 29%. Even laser tag has seen a 69% growth since 2008. [1][2]

But thanks to Topgolf ‘entertainment centres’ where beats and booze are just as welcome as argyle, the face of the game is ...

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