GBR Tuesday | Golf Is Bigger Than Ever at 108 Million Players—But Is It Healthier?
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
First off, for our American readers, I hope you enjoyed your Labor Day holiday.
With yesterday’s holiday, we are a bit light on stories to start this week. However, the golf industry carries on, and our industry section covers the impact of golf tourism in Vietnam, which is projected to breach the $1 billion barrier this year. We also take in 59club’s inaugural Global Service Excellence Awards and new membership offers from Five Iron Golf.
The Ryder Cup is now less than four weeks away, with U.S. Captain Keegan Bradley and his European counterpart, Luke Donald, finalizing their teams within the past week. We’ll cover who’s been picked for both sides.
Our big story today takes an in-depth look at the R&A’s Global Participation 2024 report, which was issued earlier this summer. We’ll provide you with the key data coming from this comprehensive look at golf outside of North America.
Join us as we cover stories spanning the following sectors:
Industry
Circuits/Professional Game
Equipment
People To Watch
The Big Read: Golf at 108 Million: Growth Fueled by New Formats—Retention Is the Next Battle
INDUSTRY
VIETNAM EYES $1 BILLION GOLF TOURISM BOOM IN 2025
Vietnam is rapidly emerging as Asia’s premier golf tourism destination, with the sector expected to generate $1 billion in 2025, up from $600 million in 2022, accounting for up to 10% of total national tourism revenue.
Home to over 80 international-standard 18-hole courses, including The Bluffs Grand Ho Tram Strip, Laguna Lang Co, and Ba Na Hills, Vietnam provides a mix of coastal, mountain, and resort layouts targeting high-end travelers.
Vietnam has been recognized as Asia’s Best Golf Destination for eight consecutive years by the World Golf Awards and is doubling down with further developments and appointing Greg Norman as Vietnam’s Tourism Ambassador through 2030.
The expanding golf industry has created further economic benefits for the country:
Golf tourists spend six times more than average visitors, driving local economies.
Hanoi offers “golf and gastronomy” packages; the Central Highlands regions promote “sea to highlands” experiences.
Korean-backed golf resort projects and luxury villa plans are expanding the golf footprint.
“The recognition Vietnam has received shows our ability to deliver a world-class golf experience,” said Nguyen Trung Khanh, Director of Vietnam National Authority of Tourism (VNAT). The full picture of Vietnam’s burgeoning golf industry appeared in the Vietnam Law & Legal Forum.
59CLUB CELEBRATES GLOBAL SERVICE EXCELLENCE AT INAUGURAL WORLDWIDE AWARDS
59club marked a milestone in 2025 with the debut of its Global Service Excellence Awards, hosted at The Belfry Hotel & Resort from August 25–27, bringing together 300 delegates from 120 venues across 22 countries in a three-day celebration of hospitality’s best.
59club secured partnership support for the event from the likes of Turtleson, Pacesetter Technology, and Callaway’s Zen Golf.
The three-day event featured competitive golf, networking opportunities, and an awards ceremony based solely on 59club’s mystery shopper evaluations.
Steven Young (Fairmont Banff Springs) was named Global Golf Manager of the Year, while Franco Botha (Jumeirah Golf Estates) took Golf Operations Manager honors.
The Global Service Excellence Awards also saw the launch of the Signature Collection, with 25 elite properties, such as The Dutch (Netherlands), JCB Golf & Country Club (England), and Costa Navarino (Greece)—recognized for delivering excellence across all touchpoints.
The Eminent Collection, reserved for consistent top performers over five years, welcomed Gullane Golf Club and Hanbury Manor alongside returning icons like Gleneagles, Dubai Creek, and The Grove. More details of the Global Service Excellence Awards can be found here.
THE BELFRY UNVEILS £85M EXPANSION WITH NEW MASTERS SUITE
The Belfry Hotel & Resort, the UK’s most storied Ryder Cup venue, is entering a new era with an £85 million transformation that includes the launch of The Masters Suite—an 852 sq m event space with capacity for 920 guests and £10 million in pre-opening bookings.
Overlooking the iconic Brabazon course, which in its time has hosted four Ryder Cups and this year’s Betfred British Masters, the suite is part of a wider revamp under owners Goldman Sachs Asset Management and Cedar Capital Partners, who acquired the property in 2021 for a reported £140 million.
Located in Wishaw, just outside England’s second city, Birmingham, the resort now adds 149 rooms in its new Brabazon House wing, increasing capacity to 468. A new leisure club will offer a gym with golf course views, a family pool, and a sauna. More details on the new Masters Suite can be found here.
FIVE IRON GOLF LAUNCHES SEPTEMBER PROMO
Five Iron Golf has announced a limited-time September membership offer: new members who join this month will receive one month free with a four-month minimum commitment.
Five Iron Golf’s new promotion coincides with the switch from summer to autumn golf, which can impact golfers’ opportunities to get to the golf course frequently for play and practice.
The company is quick to point out that for golfers who face limited opportunities through autumn and into winter, a Five Iron Golf membership offers golfers year-round access to its venues and the following membership benefits:
Daily free simulator use, powered by Trackman launch monitors and multi-angle cameras
Complimentary Swing Evaluation and Callaway Tour Fitting
Expert instruction from PGA professionals like co-founder Mike Doyle
Entry discounts for Fall League play
Access to Green Grass Pass, unlocking rounds at private and top-tier golf clubs
Perks like club storage, locker rooms, and F&B discounts
“Membership at Five Iron isn’t just about hitting balls indoors—it’s a lifestyle,” the company said in a release.
Five Iron Golf adds that its growing league structure helps to keep golfers competitive over the autumn and winter months. The new autumn season begins on September 15th, with Bushmills Irish Whiskey secured as title sponsor.
Membership details can be found here.
BERNHARD ACADEMY LAUNCHES NEW ONLINE LEADERSHIP SERIES FOR TURF AND GOLF PROFESSIONALS
The Bernhard Academy has unveiled a new slate of five online leadership and management courses for Autumn/Winter 2025, designed to equip turf care and golf industry professionals with the skills needed to lead effectively in today’s evolving work environments.
Delivered at 3 pm (GMT) and lasting up to 90 minutes each, the sessions are designed to offer flexibility for a global audience. The course schedule includes:
Oct 14 – Understanding personality styles for better communication
Oct 28 – Leading change with proven strategies
Nov 11 – Confident and effective delegation
Dec 2 – Mastering tough conversations
Dec 16 – Making decisive, lasting decisions
“These sessions are designed to be practical, engaging, and immediately applicable,” said Sami Strutt, Education Director at the Academy. Each course will be led by Phil Helmn MG, author of The Power of People, whose leadership experience brings real-world relevance to the courses. Registration details for any of the courses outlined above can be found here.
AURORA COUNTRY CLUB TAPS RAYMOND HEARN FOR HISTORIC RESTORATION MASTER PLAN
Aurora Country Club, Illinois, has appointed acclaimed architect Raymond Hearn to develop a long-term master plan to restore and modernize its storied course.
Originally designed in 1914 by Tom Bendelow and later shaped by legends William Langford and A.W. Tillinghast, the club’s 18-hole layout will undergo a strategic revitalization that honors its classic roots while meeting modern playing and maintenance standards.
“Our objective is to create a long-range plan that blends sensitive restoration with forward-thinking design,” said Hearn, whose firm has earned national accolades for its work on historic venues such as Bloomfield Hills and Crestmont.
His approach will involve close collaboration with Aurora’s planning committee, led by PGA head professional Curtis Malm and superintendent John Gurke. Committee chair Tom Cross emphasized the club’s vision: “We’re committed to a thoughtful, member-driven process that ensures Aurora remains one of the premier golf experiences in the region.” Walter Lis, Chicago Golf Report.
CIRCUITS/PROFESSIONAL GAME
BRADLEY FINALIZES U.S. RYDER CUP TEAM
U.S. Ryder Cup Captain Keegan Bradley revealed his six captain’s picks for the 2026 matches at Bethpage Black, rounding out a 12-man squad that blends youth, experience, and momentum—but notably, does not include Bradley himself.
Announced last Wednesday at PGA of America headquarters in Frisco, Texas, Bradley’s selections are Justin Thomas, Collin Morikawa, Ben Griffin, Cameron Young, Patrick Cantlay, and Sam Burns.
They join automatic qualifiers Scottie Scheffler, J.J. Spaun, Xander Schauffele, Russell Henley, Bryson DeChambeau, and Harris English.
Thomas, the most experienced Ryder Cup player on the team, will make his fourth appearance, while newcomers Griffin, Young, Spaun, and Henley add fresh energy. “This team is ready to compete and win on home soil,” Bradley said.
The U.S. squad is looking to rebound after a disappointing loss in Rome in 2023, and hopes to replicate its record-breaking 19–9 victory at Whistling Straits in 2021. Paul Hodowanic, PGA Tour.
DONALD LOCKS IN FINAL SIX FOR EUROPE’S RYDER CUP DEFENCE AT BETHPAGE
European Ryder Cup Captain Luke Donald has confirmed Ludvig Åberg, Matt Fitzpatrick, Viktor Hovland, Shane Lowry, Jon Rahm, and Sepp Straka as his six Captain’s Picks for the 2025 Ryder Cup at Bethpage Black.
They join automatic qualifiers Tommy Fleetwood, Tyrrell Hatton, Rasmus Højgaard, Robert MacIntyre, Rory McIlroy, and Justin Rose, rounding out a 12-man team that includes 11 players from Europe’s 2023 victory in Rome, along with rising Danish rookie Højgaard.
“We are a settled and united team with a strong culture,” said Donald, adding that he’s taking a “very different angle” to leadership this time, given the unique challenges of an away contest in New York.
Spain’s Rahm and England’s Fitzpatrick bring the most Ryder Cup experience among the picks, while Åberg and Straka return for their first away appearances. Hovland and Lowry both make their third consecutive starts, having featured in 2021 and 2023.
With McIlroy, Rose, and Hatton anchoring the core, Donald declared: “We are all fully focused on trying to retain the Ryder Cup in New York and create history.” DP World Tour.
PGA TOUR RATINGS SURGE IN 2025 AS BROADCAST INNOVATIONS, STAR POWER DRIVE COMEBACK
The PGA Tour rebounded sharply in 2025, posting a 22% jump in weekend TV viewership thanks to marquee winners, improved innovations added to the broadcasting, and the debut of Nielsen’s “Big Data” ratings model.
Average Saturday-Sunday viewership rose to 2.275 million (from 1.859M in 2024), while Big Data pushed the figure to 2.631 million, with final rounds of CBS’s Signature Events drawing over 2.7 million.
Rory McIlroy’s Grand Slam chase and Scottie Scheffler’s dominance were key draws, with NBC’s FedExCup Playoffs coverage marking the tour’s most-watched postseason in five years.
Engagement extended beyond linear: social media post interactions surged 52%, TikTok views jumped 65%, and betting was up 15%. Technological enhancements—like Smart Trace ball tracking and pace-of-play graphics—were paired with reduced ad loads, more live golf (6–8 minutes added per event), and creative sponsor integrations.
“Getting that part of the equation right… is extremely important,” said CEO Brian Rolapp, citing the tour’s need to balance distribution, production value, and commercial partnerships. Josh Carpenter, Sports Business Journal.
ASIAN TOUR CONFIRMS INAUGURAL JAKARTA INTERNATIONAL CHAMPIONSHIP WITH $2M PURSE
The Asian Tour has officially added the Jakarta International Championship to its 2025 schedule, unveiling Indonesia’s richest-ever golf event with a $2 million purse, set to be played October 2–5 at Damai Indah Golf – PIK course.
As the 13th event of the season and the fifth stop on The International Series that offers a direct pathway to the LIV Golf League, the tournament marks a significant milestone in the Tour’s expansion across Southeast Asia.
Supported by the Government of Jakarta, the championship is positioned not only to elevate the region’s standing in professional golf but also to promote Jakarta as a global sporting hub. “Jakarta has been a popular and regular destination for the Asian Tour for decades,” said Cho Minn Thant, Commissioner & CEO of the Asian Tour.
With 13 events and over $20 million in total prize money remaining this season, International Series Head Rahul Singh added, “This tournament will go a long way to deciding who earns a spot on the LIV Golf League next season.” The full press release announcing the Jakarta International Championship can be found here.
EQUIPMENT
CLEVELAND LAUNCHES CBZ WEDGES WITH Z-ALLOY TECH
Cleveland Golf has unveiled its latest wedge line, the CBZ, which builds on the legacy of the CBX series but introduces a key material upgrade: Z-Alloy.
This proprietary, non-rusting metal, developed in-house over three years, is 25% softer than previous CBX 4 ZipCore models while retaining durability and enhancing responsiveness, according to Cleveland.
With this new alloy, designers were able to expand the Gelback TPU insert for improved feel, while also leveraging ZipCore weighting to reposition the center of gravity for better control and spin.
The CBZ line covers 44° to 60° lofts (in 2° increments), with grind-specific soles: V-shaped for gap wedges (48°–52°), S-shaped for sand wedges (54°–56°), and C-shaped for lob wedges (58°–60°), all designed to suit various turf conditions and shot types.
Full-face groove versions are available, and each wedge comes with HydraZip face technology, UltiZip grooves, and Rotex milling for spin and wet-weather performance.
The CBZ wedges launch September 5 at $179.99 (£139.99, €154.99) MSRP, with KBS Hi-Rev 2.0 steel or graphite shafts, and are offered in right- and left-handed options for both men and women. More details on the CBZ wedges can be found at Cleveland Golf.
PEOPLE TO WATCH
LAURA ABLE HAS BEEN APPOINTED HEAD OF CUSTOMER SERVICE AT ACUSHNET’S EUROPEAN HEADQUARTERS IN ST IVES, CAMBRIDGESHIRE. Bringing over 20 years of experience in customer operations and experience management, Able has held senior roles including Chief Experience Officer and Global CX Manager. At Acushnet, she will lead efforts to improve customer interactions and streamline service delivery. Dan Owen, Golf Retailing.
SUPERSTROKE HAS ANNOUNCED A LEADERSHIP TRANSITION TO SUPPORT ITS LONG-TERM GROWTH AND STRATEGIC VISION. Dean Dingman, current CEO, will move into the role of Chairman of the Board, focusing on brand direction and product innovation. Randy Peitsch, a seasoned golf retail and brand executive, has been appointed the new CEO. The Golf Wire.
Golf at 108 Million: Growth Fueled by New Formats—Retention Is the Next Battle
The Milestone And The Caveat
Golf has reached a symbolic milestone. The R&A’s Global Golf Participation 2024 Report (excluding the U.S. and Mexico) puts the number of people playing the game worldwide at 108 million—an increase of almost three million year-on-year. More than 43 million are playing 9- or 18-hole golf, up slightly from 42.7M in 2023. Registered golfers, the backbone of federation membership, climbed to 8.4 million, while junior participation rose to 43.9 million.
It is an extraordinary rebound from the stagnant years of 2012–2016 and the brief uncertainty of the pandemic. Yet beneath the surface, the data reveals a new reality: golf is growing not because of its traditional form, but because it has diversified into alternative formats—short courses, simulators, tech-enabled ranges, and competitive socialising venues. That shift is fueling the game’s current boom but poses an equally urgent challenge: conversion and retention.
Where The Growth Is Strongest
The R&A’s regional breakdown shows uneven but largely positive momentum:
Europe: +3% in 9- and 18-hole golfers, led by strong results in Germany (+21% registered golfers) and Great Britain & Ireland (+3%).
Oceania: +19% overall, boosted by Australia’s continued surge in participation.
Middle East: +76% in 9- and 18-hole golfers, though from a very small base.
Africa: Registered golfers rose +6%, but full-course participation slipped -2%.
Asia: Registered golfers +5%, but 9- and 18-hole participation down -1%, with Korea (-9%) and Japan flatlining.
Canada: Registered golfers +8%, but 9- and 18-hole play declined -3%.
These contrasts point to a global game still searching for balance. In some regions, golf is stable and maturing; in others, it is booming off a small base; and in a few, warning signs of stagnation are appearing.
The Alternative Formats Surge
The most striking finding in the R&A’s report is among juniors: of the 43.9 million children participating, only about 20% have played 9 or 18-hole golf in the past year. The other 80% are engaging through different formats: short courses, par-3 layouts, simulators, adventure golf, and tech-driven ranges.
That trend mirrors the U.S., where the National Golf Foundation reports a record 19.1 million Americans played golf exclusively off-course in 2024—whether at ranges, simulators, or entertainment venues. Among young adults, more than 7 million are off-course-only golfers, and women make up 43% of that segment. Off-course formats are not just “feeders” anymore; for many, they are golf.
Enjoying the read so far? Become a subscriber to GBR to continue.
Subscriber-only insights include:
Case studies proving tech-enabled bays deliver ROI of +90% to +150%.
A country-by-country look at women’s participation benchmarks (Germany 33%, Netherlands 30%, Vietnam 26%).
Expansion capital flows: $150M into Puttshack, 50+ sites in development for Five Iron.
The “conversion funnel” framework: from simulators to tee sheets, with KPIs you can track.
