The past few years have brought unprecedented growth to the sport of golf and interest in joining private clubs. And in 2025 into 2026, that growth is only expected to continue. With growth comes change and adaptation to new demographics and conditions, and in our partnerships, Shea has seen a heightened focus on sustainability, integrated technology (including AI), health and wellness – all while prioritizing the member experience. So as we enter Spring and courses ready for another season, we thought we’d share a few articles to highlight what’s happening on the green and in the clubhouse:
Golf Participation: Growing & Diversifying – National Golf Foundation
The National Golf Foundation shares 2024 was a record year for golf, with 28.1 million America’s hitting the links – the most participants since 2008. Not only was there record participation last year, but there was more diversity than ever too. NGF‘s 2024 data shows that more than one-quarter of U.S. golfers were women and girls or People of Color, two previously underrepresented segments.
NGCOA Covers Everything From Advocacy to AI – Club + Resort Business
Jay Karen, CEO of the National Golf Course Owners Association, joined Club + Resort Talks podcast to talk tee time booking, course operations and advocacy. Among many factors of the golf industry’s evolution, he noted one growing influence: AI. Courses and clubs have begun using AI for booking as well as for optimizing a turf maintenance schedule.
The Wellness Club is Gen Z’s Country Club – Vouge
We know, for a Curated by Shea about golf, this article only mentions the word “golf” once. But that’s because the next generation is looking for more. According to Vouge, Millennials and Gen Z have found their version of a country club, and it’s all about health, wellness and social connection. The new generations are looking to realize their “highest potential” and focus on maintaining a healthy body and mind. And while this can certainly include golf, they’re looking for a mix of activities like pickleball, yoga and networking, as well as supporting amenities like cafes, spas and saunas.
2025 Golf Industry Trends: What’s Driving Golf Participation Across Generations? – Lightspeed
For Gen Z and Millennials specifically focused on golf, however, commerce company Lightspeed breaks down the wellness benefits and other factors driving the next generation to the course. By analyzing survey data from more than 700 North American golfers, their team was able to key in on the real habits and motivators of today’s golfers.
Golf’s resurgence has investors paying top dollar for courses – Business Journal
As the sport of golf boomed over the last few years, the popularity has created a seller’s market for golf courses and campuses – especially as investors have been shifting away from core commercial sectors. The Business Journal notes the average sale price of golf courses is up 38% from 2023, and the median sale price is up almost 23% from 2023, with continued interest coming from both public and private equity companies. Note: must be a subscriber to read full article.
Investing in club improvement projects: the starting solution – Shea
And finally, if you haven’t given it a read yet, our article on club improvement projects highlights the importance of prioritizing against a master plan to ensure the needs of today’s club members are met while setting up for the next generation of success.
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