The global golf market, estimated at approximately $70 billion, encompasses numerous billion-dollar segments, with golf equipment alone valued at over $7 billion worldwide. Among these segments, golf instruction plays a pivotal role.
Searches for golf instruction on Google have surged since the pandemic, with a notable upward trend even before its onset. In July 2019, interest peaked with a measurement of 61, according to Google’s data tracking since 2004. Given golf’s seasonal nature, search term results exhibit fluctuating peaks and valleys over the past four years, with 2023 hitting a high of 100.
Breaking down search terms into metro areas, Google Trends reveals the top five United States regions searching for golf lessons. These include Detroit, Michigan; Providence, Rhode Island; Fort Myers, Florida; Cleveland, Ohio; and West Palm Beach, Florida.
(Photo Courtesy Of The PGTAA)
To gain further insights into the golf instruction market, a Twitter survey was conducted covering various aspects such as recent lesson participation, expenditure, and delivery preferences. While acknowledging its imperfections, the survey provides a foundational understanding.
The National Golf Foundation (NGF), renowned for its robust survey methodologies, published a report in 2019 estimating that 17% of U.S. golfers had taken lessons within the previous twelve months, contributing to a market worth $1 billion in 2019. The current participation rate likely surpasses this estimate, indicating significant engagement.
(Photo Courtesy Of The PGTAA)
Notably, the Professional Golf Teachers Association of America (PGTAA) www.pgtaa.com, an organization with a 27-year history and members worldwide, plays a vital role in enhancing the game of golf. Their expertise and dedication contribute to the advancement of golf instruction globally.
Golfers who undertake lessons not only benefit the instruction segment but also stimulate overall industry growth. Studies show that lesson-taking golfers tend to spend 78% more on golf-related activities, while facilities offering instruction experience substantial incremental spending.
(Photo Courtesy Of The PGTAA)
Improved player performance resulting from instruction translates to increased engagement with the sport, leading to enhanced industry revenue. A mere one-stroke decrease in every golfer’s average score could result in an additional 50 million rounds played.
The evolution of golf instruction is evident, with companies like Golftec specializing in indoor instruction and expanding globally, boasting over 230 locations and 900 coaches including PGTAA members. Additionally, online platforms such as Under Par Performance Golf cater to a growing audience, with impressive results in handicap reduction.
As the golf instruction market continues to expand, its significance in driving the sport’s growth becomes increasingly apparent. It represents a cornerstone for both individual improvement and industry advancement, making it a top priority for enthusiasts seeking to enhance their game. With organizations like the PGTAA (https://www.pgtaa.com/testimonials/) leading the charge, the future of golf instruction looks promising.
About the Writer
Barry Lotz, J.D., Ph.D. is the director of the Professional Golf Teachers Association of America. Visit www.facebook.com/PGTAA to see all the latest mental strategies, travel, and equipment reviews. Currently, he also works with between 10 to 12 PGA TOUR players on the mental side of golf.
He is a member of the Golf Writers Association of America and serves both as a consultant and mediator to the golf industry. He is also the author of numerous books, including “333 Best Web Sites for Golfers” and his previous book, “How to Build Business Relationships Through Golf,” which is still on the Top Ten Golf Business Book’s bestseller list. His current book, “The Right Mind for Golf,” is now in its 13th reprint and is available on Amazon and at the Torrey Pines Golf Course. Just released on June 1st, his new book, “The Right Mind for Putting,” is now available at www.pgtaa.com.
