GBR Wednesday | GOLF’S GROWTH STORY DEEPENS: NGF SEES 21 MILLION READY TO PLAY AS THE R&A TARGETS 22 MILLION MORE GOLFERS
Connecting the dots across golf’s business, media, and professional landscape
Hello GBR,
It seems like the golf world is a little different since I last wrote for GBR.
The expression about waiting for a bus, then three come at once, seems highly relevant in the case of Rory McIlroy and The Masters. For nearly eleven years, McIlroy could not crack the nut of Augusta National.
His win in 2025 was special for so many reasons, and it feels now like it kind of took the wind out of his sails for the rest of the season.
2026 comes around, and McIlroy captures his second green jacket and becomes the first player since Tiger Woods to successfully defend his title.
So, like the buses, is an unprecedented three-pete on the cards for next year?
Big shout-out to Tomas and his excellent Rorynomics dossier covering how the McIlroy empire continues to grow on and off the golf course.
Hot on the back of The Masters came the impending collapse of LIV Golf. There has been so much across all media platforms on this story that it only seems fair to let the dust settle before looking at what’s going on here.
I’ll be taking a closer look in Friday’s GBR at what the Saudis are actually doing and how LIV Golf fits into the narrative.
For today, we’re covering the latest National Golf Foundation report on how many Americans are ready to get involved in taking their growing love of the game to the next step, by getting out on the golf course.
Elsewhere, The R&A has just published a new five-year strategy report, which sets some very ambitious targets for growing the game outside of North America.
The Indoor Golf Alliance (IGA) has been coming more on the radar over the past twelve months, as it looks to grow a network of individuals and businesses setting the right standards in the simulator and golf entertainment business.
This week, the IGA announced details of their upcoming virtual conference, which brings together experts from across the burgeoning industry, covering topics such as simulator technology and equipment optimization, to creating profit models to drive any simulator/entertainment-based facility.
Finally, thanks and welcome to all the new subscribers who have joined the GBR community, your input into how GBR grows is something Tomas and I would love to hear about along with any collaboration ideas.
Speak Friday.
NGF SAYS MORE THAN 21 MILLION AMERICANS REMAIN READY TO ENTER ON-COURSE GOLF
The National Golf Foundation says recreational golf continues to benefit from strong participation growth while still holding substantial untapped potential.
More than 21 million Americans are classified as having a latent demand for on-course play, meaning non-golfers who say they are very interested in playing on a traditional course, including both first-timers and former players who have been away from the game for more than a year.
That figure now exceeds the population of New York state and sits alongside a 20% rise in on-course golfers over the past six years to 29.1 million, the highest level in nearly two decades. Overall golf participation, including on- and off-course formats, has increased by more than 40% since 2019, while more than 28 million non-golfers say they are very interested in trying golf entertainment venues or simulator golf. Although both latent-demand measures were slightly lower year on year, NGF said interest in on-course golf remains about 37% above pre-2020 levels, suggesting recent softness reflects demand being converted into actual play.
The report also noted that average annual inflow, defined as people taking up golf for the first time or returning to the game, was about 30% higher from 2020 to 2025 than during 2014 to 2019. At the same time, the industry still faces a conversion challenge: only about 36% of non-golfers say they would feel comfortable around other golfers, roughly half are unsure they would feel welcome at a golf course, and only about one in four beginners becomes a committed golfer, the segment responsible for most rounds and spending. NGF said the long-term strength of the business will depend not just on attracting interest, but on turning that curiosity into lasting participation.
R&A SETS FIVE-YEAR GLOBAL PLAN TO ADD 22 MILLION GOLFERS
The R&A has launched a new five-year global strategy aimed at opening golf to millions more people worldwide and sustaining the sport’s recent participation growth.
Targets within the newly announced strategy include the headline figure of attracting 22 million additional golfers. The R&A also has ambitious plans that cover:
Creating more than £25 billion in social value through the game
Generating more than £1.5 billion in economic benefit through its championships
Establishing more than 200 strategic partnerships, investing in golf
Producing more than five billion fan interactions across live attendance, broadcast, and digital channels around The Open, the AIG Women’s Open, and elite amateur championships.
Built around the purpose of “Opening Golf to the World,” the strategy is structured around three themes — Unite, Inspire, and Lead — under which The R&A said it will strengthen governance, broaden the appeal of its championships, and work with partners to expand access, support sustainability, and improve pathways into the sport.
The launch comes as The R&A prepares to publish new research showing that 112.2 million adults and juniors now play golf in all its forms worldwide outside the United States and Mexico, up 4.2 million year on year, including 65 million adults, 47.1 million juniors, and 68.3 million people participating in off-course formats such as driving ranges and simulators. “Golf is in a strong position, and these new figures show that participation continues to boom around the world, especially among younger audiences,” said chief executive Mark Darbon.
He said the strategy was designed to turn that momentum into long-term growth by increasing participation, expanding the reach and impact of championships, and demonstrating more clearly golf’s social and economic contribution. Under the plan, The R&A will continue to oversee areas such as the Rules of Golf, the World Handicap System, equipment standards, and world ranking systems, while also giving greater attention to newer formats, including simulator golf, adventure golf, and range-based participation. It said The Open and the AIG Women’s Open would be further developed as global platforms for audience growth and reinvestment in the sport, while technology and data would be used more widely to support national federations and improve the golfer experience.
The R&A’s full report can be viewed here.
FORE GROUP AND PROAGENDA PARTNER ON COACHING AND BOOKING PLATFORM
Fore Group and ProAgenda have formed a partnership to bring a golf-specific coaching and booking operations platform to green-grass and indoor golf facilities across the UK and Europe.
ProAgenda has been developed for golf coaches, academies, and simulator businesses, combining lesson bookings, lesson packages, academy schedules, coach calendars, bay and simulator availability, client records, and payments within a single platform, while also integrating directly with Lightspeed Retail so lesson revenue feeds into wider club reporting.
The system also includes a branded mobile app that allows golfers to book lessons and manage packages using their existing club login details. Under the agreement, Fore Group will support facilities in assessing, implementing, and integrating ProAgenda into their broader software systems, including retail, membership, and reporting platforms. “With coaching programs becoming more sophisticated, the admin burden behind the scenes has grown significantly,” said Cameron Probert, chief executive of Fore Group. “What stands out about ProAgenda is that it has been built specifically for golf. It solves real operational pain points, particularly lesson package management and simulator scheduling, while integrating cleanly with Lightspeed.”
ProAgenda chief executive Jordy Hagedooren said the partnership would help more facilities move away from manual administration and toward a scalable digital model, with the two companies saying the combined offer is intended to reduce admin, improve operational visibility, and create a smoother experience for both coaches and golfers.
IGA SETS JUNE 24 DATE FOR INDOOR GOLF VIRTUAL CONFERENCE
The Indoor Golf Association has announced that its Indoor Golf Virtual Conference will take place on June 24, 2026, with the one-day online event aimed at facility owners, operators, and industry professionals looking to improve performance through technology, strategy, and operational planning.
The program will include six expert-led sessions focused on key areas of indoor golf business management:
Simulator technology and equipment optimization, including comparisons of launch monitors, software platforms, and licensing models;
Profitable facility design, covering layout, location, budgeting, and investment planning;
League formats and scheduling strategies to build recurring revenue
Brand development and market positioning;
Membership structures such as monthly and annual plans, tiered access, and dynamic pricing
Data-driven decision-making, including KPI tracking, revenue per bay, facility utilization, and customer lifetime value.
The IGA said the conference is intended to give both new and established operators practical guidance on launching, managing, and scaling indoor golf businesses, with further details on registration, speakers, and related information to be released in due course.
More information on the IGA’s Indoor Golf Virtual Conference is available here.
GOLF VX LAUNCHES QUANTUM IN U.S. SIMULATOR PUSH
Golf VX has officially launched its Quantum simulator platform in the United States, introducing a new system that combines ultra-high-definition course graphics, AI-led swing analysis, and integrated play modes within a single simulator environment.
Central to the platform are 4K course visuals, providing immersive imagery when in simulator mode. Fitters will be interested in the Quantum Eye Sensor Technology, which uses ultra-high-speed cameras capturing up to 4,000 frames per second for ball and club data, and a 15X Plate Terrain System designed to recreate uphill, downhill, and uneven lies through more than 19,000 terrain variations.
Quantum also features a six-step AI swing analysis tool that assesses the motion from address through follow-through, alongside a redesigned user interface intended to simplify navigation across training, play, and competition settings. The system includes multiple usage modes, from long-game, short-game, and putting practice to stroke play, multiplayer competition for up to six players on one simulator, global connected play across other VX sites, tournament and league formats, and course-specific practice on individual holes.
Supporting hardware includes the Q-Console, Q-Mat Display, and Q-Pad, which Golf VX said help create a more connected in-venue experience. “Quantum is a turning point for both Golf VX and the simulator industry,” said chief executive Kyu Choi. “By combining a platform that renders over 19,000 undulation points, along with advanced training analytics and social gameplay, we’re delivering a next-generation experience for every type of player.” Golf VX said Quantum is now being rolled out across its U.S. locations, with further expansion planned through 2026.
SRIXON LEANS INTO IRON ENGINEERING WITH NEW GLOBAL PUSH
Srixon has launched a new campaign, The Iron Standard, as part of its ongoing global rebrand, using the initiative to highlight the engineering discipline, design process, and technical refinement behind its iron lineup.
Centered on Yuki Shimahara, the company’s engineering manager and principal tour engineer, the campaign gives a closer look at how Srixon develops its irons from raw steel through to final player testing, with an emphasis on the collaborative work between engineers and designers around shaping, center-of-gravity placement, turf interaction, and measured performance. Shimahara said recent ZXi iron development included subtle but deliberate changes such as adjusted scoreline placement, softer edge radius around the face, and refined hosel shaping, all intended to improve consistency, feel, and overall performance, even if they are less visible than headline technologies.
“With every new iron model, we build on the core strengths we’ve developed over time while also responding to trends we’re seeing,” he said, adding that prototypes are reviewed and refined through repeated testing and group evaluation. Srixon said the campaign will run across digital, social, and global media channels, giving regional teams material for product education, player validation, and behind-the-scenes storytelling while reinforcing the brand’s focus on purposeful innovation and precision-led iron design.
PGA TOUR TO END MAUI EVENT AS SONY OPEN’S FUTURE SHIFTS UNDER REVIEW
The PGA Tour has confirmed that it plans to end its tournament presence in Maui, confirming the end of the Sentry Tournament at The Plantation Course at Kapalua Country Club for the previous year’s PGA Tour winners.
The Tour also announced that it is exploring a move that would place the Sony Open in Hawaii on the PGA TOUR Champions schedule, potentially alongside the existing Mitsubishi Electric Championship at Hualalai to maintain a two-event footprint in the state.
The Sentry, staged at Kapalua’s Plantation Course from 1999 through 2025, was not played this year after serving as the season opener from 1999-2013 and again in 2024 and 2025, with Hideki Matsuyama winning the final edition in 2025 at 35 under par, a Tour record relative to par.
In a statement, the Tour thanked Kapalua, Maui County, the state of Hawaii, and local supporters for their long association with the event, while adding that further details on the 2027 schedule would be released later. Discussions are continuing over the future of the Sony Open, which has been held at Waialae Country Club in Honolulu since 1971 and served as the PGA Tour’s opening event in 2026, when Chris Gotterup won the title, the first of his two victories this season.
The Tour said it has remained in communication with both Sentry Insurance and Sony during the process.
GENESIS SCOTTISH OPEN TO REMAIN AT THE RENAISSANCE CLUB THROUGH 2030
The Genesis Scottish Open will remain at The Renaissance Club through 2030, with the East Lothian venue set to stage the Rolex Series event for an eighth straight season from July 9-12, 2026.
Since becoming host in 2019, the course and wider event offering have continued to evolve, helping drive record attendance, including a weekend sell-out in 2025, with additions such as the Fringe by the Tee stage in the Fan Zone and the stadium-style par-3 hole now known as The Thistle.
For 2026, the Championship Course will be rerouted to create a stronger closing stretch, with The Thistle moving from the sixth to the 15th hole as part of the redesign. The tournament remains co-sanctioned by the DP World Tour and PGA Tour, counting toward both the Race to Dubai Rankings and the FedExCup, while title sponsor Genesis extended its backing through to 2030 last year.
The event also continues to receive support from the Scottish Government and VisitScotland through 2028. “The Renaissance Club has been a fantastic host venue for the Genesis Scottish Open over the past eight years and we are delighted to be able to call it our home through to 2030,” said championship director Rory Colville, while The Renaissance Club chief executive John Sarvadi said the event had established itself among the leading tournaments in world golf and pointed to the strength of recent champions including Rory McIlroy, Xander Schauffele, Min Woo Lee, Bob MacIntyre and Chris Gotterup.
CHEVRON CHAMPIONSHIP RAISES PURSE TO $9 MILLION
As the first major of the LPGA season gets underway this week, officials of The Chevron Championship announced that the total purse has increased to $9 million.
The increased purse for this year’s tournament, being held at Memorial Park, is a rise of $1 million from last year and nearly $6 million since Chevron became the title sponsor in 2022, with the 2026 winner set to receive $1.35 million.
Chevron said it continues to invest not only in prize money but also in player support, including a $10,000 missed-cut stipend for every competitor, making it one of 11 of the Tour’s 33 events to offer that assistance, plus personal courtesy cars provided by Cadillac. The event has also expanded its player amenities with family dining overlooking the 18th green, a new player-only dining area tailored to athletes’ nutritional needs, and a host of further enhancements.
“At Chevron, we are proud to continue elevating women’s golf by increasing the Tournament purse to $9 million and making this a special event for players,” said Laura Lane, Chevron’s chief corporate affairs officer. Other established features remain in place, including the annual Champions Dinner, this year prepared by Thomas Keller with input from defending champion Mao Saigo, the presentation of the Dinah Shore Trophy, and the custom western boots awarded to the winner by Republic Boot Company.
CALLAWAY ADDS QUANTUM MINI DRIVER AND QUANTUM TI FAIRWAY WOODS
Callaway has expanded its Quantum metalwoods range with two new models aimed at players seeking more specialized performance: the Quantum Mini, carrying on Callaway’s recent run of mini drivers accompanying their main releases each year, and the Quantum Ti, a premium fairway wood built with full titanium construction.
The Quantum Mini is offered in 11.5- and 13.5-degree lofts and introduces Callaway’s Step Sole to the mini-driver category for the first time to improve turf interaction and playability from the fairway, while also using a new Tri-Force Face made from layered ultra-thin titanium, Poly Mesh, and carbon fiber to preserve speed, distance, and spin consistency on off-center strikes.
It also features a next-generation AI-optimized face, adjustable front-to-back weighting to influence launch and forgiveness, and an OptiFit 4 hosel with seven settings for loft and lie tuning.
The Quantum Ti, available in 15-degree 3-wood and 18-degree 5-wood models, is positioned as Callaway’s most advanced fairway wood and combines a full titanium body with Speed Wave 2.0, which places up to 70 grams of tungsten low and forward to improve launch and energy transfer, alongside the new Step Sole to reduce turf contact and improve heel stability. It also features an AI-optimized face, heel-to-toe weighting for ball-flight adjustment, and an OptiFit 4 hosel on the 3- and 5-wood that provides eight loft-and-lie configurations.
Both models are due at retail on April 29 and are priced at $549.99.