"We're in the midst of a golf renaissance in the United States. Americans played a record 545 million rounds in 2025, according to the National Golf Foundation. Gen Z is picking up on what was long considered an old-money, old-people sport. The golf polo has become a status symbol among a certain type of striving guy. Golf courses and clubs are capitalizing on the links revival in a number of ways, and one of the most profitable is their merch."
"Historically, a golf course's pro - the person who manages much of the facility and provides lessons - typically owned and ran its retail operation, hence calling it a "pro shop." Revenue from the store was part of the pro's compensation. From the mid-1980s to the mid-2000s, a lot of golf courses were built around the US, and the market became oversupplied by the time the Great Recession hit, adding to the economic turmoil."
"Over the past couple of decades, courses have taken over the pro shops themselves and brought in retail professionals to handle the business of selling their stuff. Even clubs that weren't hurting picked up on how lucrative the business is. The Association of Golf Merchandisers estimates golf shops generate annual sales of over $1 billion a year. The real juice, clout-wise, is with the top 500 or so private clubs and resorts."
U.S. golf participation surged to a record 545 million rounds in 2025, with Gen Z adopting traditional golf fashion and status markers like the golf polo. Golf courses and clubs are monetizing renewed interest by selling exclusive, collectible merchandise. Historically, club pros ran pro shops as part of their compensation, but overbuilding and the Great Recession pressured clubs to diversify income. In recent decades, many courses assumed control of retail operations and hired retail professionals. Golf shop sales exceed $1 billion annually, and the top private clubs and resorts hold the greatest branding clout.
Read at Business Insider
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