GBR Wednesday | Canadian Golf Industry Growth Continues as NGCOA Canada Reports Strong 2025 Results
Connecting the dots across golf’s business, media, and professional landscape
Hello GBR community,
Another week and another positive story coming from the world of golf regarding participation levels. Today’s focus is on the NGCOA Canada’s 2026 Pulse Report, which shows healthy growth witnessed across the country last year. We’ll share the key findings of the report later on.
Elsewhere, Korean-founded GOLFZON sets roots in Virginia with the aim of U.S. growth. The new base will also act as the hub for strategic growth in other markets, such as Europe and the Middle East.
Power Tee has joined the advisory board of the Indoor Golf Alliance. The new advisory board is being set up to provide continued support and development of the ever-growing simulator market. Power Tee joins the likes of Trackman, Toptracer, and the NGCOA.
Finally, PGA Tour CEO Brian Rolapp gives his “State of the Nation” on the eve of The Players Championship. Rolapp’s focus is on the Future Competition Committee, and setting out potential routes the PGA Tour could take in how its season is structured and where the tournaments are most likely to be held.
Enjoy today’s edition of GBR, speak Friday.
NGCOA CANADA REPORT POINTS TO ANOTHER STRONG YEAR FOR GOLF OPERATORS
NGCOA Canada has published the key findings from its 2026 Pulse Report, presented by Priswing, showing that the Canadian golf industry remained on a strong growth path through the 2025 season and entered 2026 with cautious optimism.
The report found that participation reached a new national high, while revenues exceeded pre-season expectations for the third straight year, suggesting that the surge in golf activity since 2020 has settled into a higher long-term base rather than fading. “This year’s Pulse Report confirms that golf’s growth is not a short-term trend but a structural shift in participation,” said Jordan Vizena, managing director of research and membership at NGCOA Canada. “Operators across Canada have successfully converted increased interest in the game into sustained engagement and stronger business performance.”
Key findings from the 2026 Pulse Report included:
Rounds played rose 7.9% in 2025, marking the fifth increase in the past six years.
National participation is now 36.4% above 2019 levels, indicating that golf’s post-pandemic boom has held at a higher baseline.
Gross revenues increased 10.0%, well ahead of the 5.4% pre-season projection.
Green fee and cart revenues climbed 11.5%, driven primarily by higher participation rather than pricing alone.
Membership revenues increased 6.6%.
Food-and-beverage revenues rose 9.0%.
Staffing conditions improved sharply, with 92% of facilities reporting full staffing.
Western and Atlantic Canada recorded particularly strong participation growth, with several provinces posting double-digit increases in rounds played.
Looking ahead to 2026, operators expect:
Gross revenues to rise 4.9%
Average rate per round to increase 4.2%
Labor costs to grow 4.8%
The report said broader economic conditions appear more stable heading into 2026, with inflation back within the Bank of Canada’s target range and small-business confidence improving, although consumer sentiment remains somewhat cautious, meaning operators may continue to benefit from strong participation while keeping a close eye on discretionary spending.
It also pointed to several emerging operational trends, with more than 40% of operators saying sustainability is now very important to their business, 58.5% of facilities either exploring or planning to adopt electric turf equipment, and more than half of operators already using or preparing to implement artificial intelligence tools in their operations.
GOLFZON CREATES VIRGINIA-BASED GLOBAL BUSINESS DIVISION TO TARGET U.S. INDOOR GOLF GROWTH
Golfzon has established a new Global Business Division in Virginia as it shifts more of its international growth strategy toward the U.S. indoor golf market, appointing Sean Pyun to lead the unit while continuing as chief executive of Golfzon America.
Pyun, who previously served as the LPGA’s chief business officer for the Asian market, will oversee efforts to expand the company’s presence in the United States and support growth across North America, Europe, the Middle East, and selected Southeast Asian markets.
“Bringing our global business into Golfzon America uniquely positions Golfzon to strengthen our global leadership and accelerate traction in the U.S., which features a growing and dynamic simulator golf ecosystem across off-course entertainment venues, indoor golf centers, lesson and fitting facilities, and premium residential installations,” said Pyun.
“For our valued customers and partners, the new structure will speed innovation time-to-market, allow us to deliver a premium and consistent product and service experience, along with more dedicated, localized support.”
The company said the new division will build on recent U.S. momentum, including industry partnerships, double-digit annual growth, product development, and the second season of the Golfzon Tour. Golfzon also pointed to its designation as the official indoor golf simulator of the U.S. Open and U.S. Women’s Open, where fans and hospitality guests will be able to use its simulators onsite, and said it will scale demand for its TwoVisionNX and GDR MAX products by bringing its product team into the U.S.-based division for the first time.
The company’s partner network includes Pebble Beach, the National Golf Course Owners Association, the Metropolitan Golf Association, Golf Genius, the Northern and Southern California PGA Sections, and the Georgia PGA Section. Golfzon added that the second season of the Golfzon Tour expanded from 12 to 72 teams through its Network Play technology, enabling real-time intercontinental competition for a $300,000 grand prize, with Season 3 due to begin in June 2026.
The move comes as several market research firms estimate the global golf simulator market reached the mid-$2 billion range in 2025, with annual growth projected at close to 10% in the years ahead, led by North America and Europe.
POWER TEE JOINS INDOOR GOLF ALLIANCE ADVISORY BOARD
Power Tee has continued its busy start to 2026, with the announcement this week that it has joined the newly formed Board of Advisors of the Indoor Golf Alliance.
The appointment of Power Tee to the advisory board underlines the company’s involvement in the continued development of the indoor golf sector, including the growing simulator market.
The Indoor Golf Alliance said its new advisory board brings together leading organizations from across the indoor golf ecosystem to help shape the group’s strategic direction and long-term growth, with Power Tee joining Toptracer, Trackman, NGCOA, aboutGolf, The Back Nine, TruGolf, and Golf Envy.
Collectively, the board represents a broad mix of facilities, technology providers, suppliers, investors, and entrepreneurs, and will provide guidance on standards and best practices, education and research, innovation and membership growth, while also supporting events, programming, industry connections, and the identification of new opportunities and challenges.
“Indoor golf is experiencing rapid growth as more venues combine technology, entertainment and social experiences,” said Martin Wyeth, chief executive and founder of Power Tee. “We’re pleased to support the Indoor Golf Alliance and work alongside other industry leaders to help shape the future of the sector.”
Power Tee is celebrating its 30th anniversary this year, and recently launched its white paper on how driving ranges can increase revenue, which is expected to contribute operational and customer experience expertise to the board.
“Indoor golf is one of the fastest-growing segments of the game, and it’s being driven by companies that are pushing the boundaries of technology, entertainment, and player engagement,” said Phil Immordino, founder of the Indoor Golf Alliance. “We’re thrilled to welcome Power Tee to the IGA Board of Advisors.
Their experience helping facilities improve efficiency and enhance the golfer experience will add a valuable perspective as we continue building a collaborative industry community.” The alliance said the advisory board will also provide feedback on new initiatives and help promote its mission across the wider golf and sports technology industries.
TROON LAUNCHES ACCESS PLATFORM COMBINING BOOKINGS, REWARDS, SUBSCRIPTIONS, AND RETAIL
Troon has launched Access, a fully integrated golf platform branded as “A New Era in Golf Rewards,” combining tee-time booking, subscription savings, loyalty rewards, and e-commerce in a single system designed to help golfers book, play, earn, and shop through one account.
The platform brings together four core elements: the GolfWithAccess.com booking engine, the free Access Loyalty rewards program, the paid Access Premium subscription offering, and the Access Shop retail platform. Through GolfWithAccess.com and the Access mobile app, users can book tee times at hundreds of courses across the United States, invite friends into reservations, receive tee-time notifications, and track rewards activity, with points earned automatically on eligible rounds and purchases and redeemed directly against future bookings or products.
More than 200 courses are already part of the network, including Kapalua Golf, Pronghorn Golf Club, and Troon North Golf Club, with participation continuing to expand both within and beyond Troon-managed properties.
Access Loyalty is free to join and allows golfers to earn points for eligible spending on rounds and retail purchases, progressing through Silver, Gold, and Platinum tiers.
Access Premium and Access Premium+ add subscription-based benefits, including year-round savings on tee times at participating venues, automatic loyalty tier upgrades, guest passes, and exclusive Access Shop offers, allowing frequent players to combine subscription discounts with ongoing point earning and redemption.
The Access Shop, meanwhile, offers products from dozens of leading golf brands, including Callaway and TaylorMade, with exclusive pricing and benefits for Premium members, extending the rewards model beyond on-course activity. “Access represents the future of how golfers and courses grow together,” said Troon President and CEO Tim Schantz. “Golfers want meaningful savings, flexible rewards, and a seamless digital experience. Courses want sustained demand, repeat play, and deeper customer relationships. Access aligns those priorities within one connected ecosystem.”
59CLUB EUROPE HONOURS SERVICE EXCELLENCE AT TERRE BLANCHE AWARDS
The third 59club Europe Service Excellence Awards were held at Terre Blanche in France on March 5-6, where golf and hospitality leaders from across the continent gathered to recognize outstanding customer service, operational performance, and sustained excellence during 2025.
Determined through 59club’s mystery shopping audits, which assess real customer experiences against objective benchmarking criteria, the awards were presented across the organization’s three European divisions, Europe South, West Europe & North Africa, and Nordic & Central, before concluding with the presentation of Gold, Silver and Bronze Flag Designations to clubs and resorts judged to deliver world-class facilities and service standards.
Among the leading individual and team honors, Marta Castells of Camiral was named Food & Beverage Manager of the Year, Cécile Crignola of Golf de Roquebrune won Golf Retail Manager of the Year, Beavan Tattersall of Kristianstads Golfklubb & Destination took Greenkeeper of the Year, Old Course Vilamoura was named Golf Operations Team of the Year, and David Ashington of Costa Navarino secured Golf Manager of the Year.
The event also recognized regional moments of service excellence across the customer journey, highlighting team members who had gone beyond their core roles in delivering high standards.
AED 1 BILLION GOLF ENTERTAINMENT PROJECT PLANNED ACROSS UAE
Life continues in the UAE amid the troubles surrounding it, and this week, Dubai-based AKCEL Holding has signed a strategic agreement with XRange Golf Entertainment to develop a network of golf entertainment venues across the UAE in a project valued at more than AED 1 billion ($273 million), with initial sites under consideration in Dubai, Abu Dhabi and Ras Al Khaimah and additional locations expected as the rollout expands.
The venues will combine driving ranges, digital golf games, hospitality, and social spaces designed to appeal to residents, tourists, and corporate groups. The announcement comes as the UAE’s gaming and tourism sectors continue to expand, with MarkNet Advisors projecting the country’s gaming market will grow to US$857 million by 2032 from US$550 million in 2025, while tourism’s total contribution to GDP is expected to reach AED 267.5 billion ($72.8 billion) in 2025.
AKCEL chairman Amit Kaushal said experiential leisure is becoming a more important component of modern real estate projects. “By combining sport, technology and hospitality, we see an opportunity to create entertainment venues that appeal to residents and international visitors,” he said. The companies said the partnership also includes plans for international expansion, beginning with India and other high-growth tourism markets.
PGA TOUR OUTLINES POSSIBLE CHANGES TO FUTURE COMPETITION MODEL
PGA Tour chief executive Brian Rolapp used today’s press conference at The Players Championship to provide an update on the work of the Future Competition Committee, the Tiger Woods-chaired group formed last August to examine how the Tour can better serve fans, players, and partners.
Rolapp said the Tour has held more than 30 meetings involving the committee, working groups, player meetings, Player Advisory Council discussions, and Board sessions, while also consulting corporate and media partners, describing the process as “rigorous and highly collaborative.” While stressing that no decisions have been finalized and no formal recommendations have yet gone to the player-led Boards, Rolapp said consensus has emerged around six themes:
Season structure: The Tour is considering a schedule running from late January to early September, with roughly 21 to 26 elevated events on a first track, including the majors, The Players Championship, and the postseason, alongside a second track of events feeding into that level.
Consistent fields: The committee wants stronger and more consistent player fields at top events, moving away from small-field, no-cut formats and toward tournaments of around 120 players with a cut.
Open big: Rolapp said the season should begin with a marquee event at an iconic western venue, creating a stronger opening to the year and allowing for prime-time network coverage on the U.S. East Coast.
Major markets: The Tour is assessing opportunities to stage more events in major U.S. media markets where demand is strong, including New York, Chicago, Philadelphia, San Francisco, Washington, D.C., and Boston.
Promotion and relegation: The committee is exploring a merit-based system between the two tracks, where players can move up or down based on performance, similar in principle to English soccer’s league structure.
Enhancing the postseason: The Tour is also considering ways to make the postseason more dramatic, including the possible introduction of match play to create more direct win-or-go-home moments.
“Players have told me repeatedly that meritocracy is our greatest strength. And we intend to build on that even further,” Rolapp said. “The Committee’s focus has been on a competitive model built on meritocracy – this is not a closed shop.”
He added, “For our members, the message is simple. Play well, and you earn the opportunity to compete in our biggest events – and for more money.” Rolapp said he expects to provide another update at the Travelers Championship in June, with further developments through the Tour Championship in August, adding that some changes could be introduced next year, while more significant reforms are more likely to come into effect in 2028. “We will continue to move with urgency, but we are more focused on getting this right,” he said.
PGA TOUR UNVEILS FREE GLOBAL FAN MEMBERSHIP PROGRAM
The PGA Tour has announced PGA Tour Pass, a new free-to-join fan membership program, which was launched yesterday (Tuesday, March 10) across PGATOUR.COM and the PGA TOUR mobile app, giving fans worldwide access to a range of benefits spanning digital platforms, tournaments, the TPC Network, retail and licensing partners, sponsors, and other areas of the business.
The Tour said the program is designed to bring together the many ways fans now engage with golf, from playing and attending events to following the sport across digital and social channels, within one connected platform.
“PGA Tour fans deserve to be recognized and rewarded for the passion and loyalty they show to the game every day,” said Andy Weitz, the PGA Tour’s chief marketing officer. “PGA Tour Pass was built with every fan in mind, whether they play the game, attend tournaments, engage across digital and social platforms or follow along from afar. This program makes it easier to be a PGA Tour fan and brings users even closer to the sport, venues and stars that they love.”
At launch, members will receive access to exclusive ticket offers and presale opportunities, member-only signature sweepstakes and once-in-a-lifetime experiences, retail offers from leading brands and the PGA Tour, and exclusive content and digital features, with the Tour saying benefits will be updated and expanded throughout the year. Fans can register through PGATOUR.COM or the PGA TOUR app, where a dedicated member hub will allow them to manage preferences, opt into marketing communications, and view available offers and experiences, while existing PGA Tour Digital accounts will automatically convert to PGA Tour Pass.
PING INTRODUCES I540 IRONS WITH FASTER FACE DESIGN AND NEW FEEL TECHNOLOGY
Ping has introduced its new i540 irons, which Ping states are aimed at golfers seeking more speed from a players-style iron while maintaining what the company describes as a pleasing impact experience.
Ping said distance gains come from several design elements, including tungsten sole weighting in the 4-7 irons to lower the center of gravity and support higher ball speed, while a forged maraging-steel C300 face is precisely welded to a 17-4 stainless-steel body to create metal-wood-like flexing intended to deliver faster ball speeds, higher maximum height, and greater stopping power.
The irons also feature CG-optimized lofts designed to promote more distance and higher peak height for improved green-holding performance, with three loft options — Standard, Power, and Retro — available during the custom-fitting process to better match launch conditions.
To improve feel and sound, Ping has incorporated its patent-pending inR-Air technology, first introduced in the iDi driving iron last year, which uses an internal air pocket positioned behind the face to reduce unwanted impact frequencies, while an integrated i-Beam structure inside the 17-4 stainless-steel body is intended to add support and further enhance sound and feel.
The Ping i540s were launched yesterday, and retail at $235 for steel shafts and $250 for graphite.
Getting people to try golf matters. Getting them to come back matters a lot more.