GBR Wednesday | U.S. Golf Industry Update: Participation, Retail Sales and Indoor Golf Drive Sustainable Growth
Connecting the dots across golf’s business, media, and professional landscape
Hello GBR community,
Another week is upon us and more positive news coming from the golf industry.
This week, figures from the National Golf Foundation (NGF), round out a highly successful for golf participation across the U.S. The headline figures are there to read (our first story), but, what I find positive about this story is that growth is being seen across the board from membership enquiries to simulator/entertainment venues.
The news isn’t just positive on the golf introduction and particiaption front, figures revealed by the Association of Golf Merchandisers (AGM), the golf retail industry also had a strong 2025, weathering economic uncertainty.
All very positive I’m sure you’ll agree. I also want to point out our last story, which looks at the new Wilson 2026 Staff Model irons. I started playing golf in a time when Wilson were a huge name in the sport along with the likes of MacGreggor, Ram, and Ben Hogan Golf.
While Wilson never really went away, the other three brands have struggled, but are re-emerging again with new lineups and a healthy interest at the PGA Show. Did you have any of these clubs in your bag? I was always partial to the Ram Zebra putter.
Enjoy today’s Golf Bizz Review.
U.S. GOLF PARTICIPATION HITS RECORD HIGHER BASELINE, NGF FINDS
National Golf Foundation data shows momentum across the recreational U.S. golf industry remained broadly positive in 2025, with participation and play settling into a higher, sustainable baseline rather than a post-pandemic spike. Green-grass participation surpassed 29 million players, marking an eighth consecutive year of growth and a net increase of roughly one million golfers year-on-year, while total participation, combining on-course and off-course formats using a real club and ball, reached an all-time high. NGF notes this trajectory began before COVID-19 and reflects a wider lifestyle shift toward outdoor, social, and wellness-driven experiences, with golf increasingly recognised for its physical, mental, and emotional health benefits.
Key indicators underline the scale and breadth of the expansion, according to NGF’s latest industry overview and Graffis Report:
Total participation exceeds 48 million, up 50% over the past decade, with on-course play at its highest level since the late-1990s/early-2000s peak
National rounds played hit a record for the fourth time in five years, despite around 2,000 fewer facilities than two decades ago
More than 8 million women and girls now play on course, a 46% increase since 2019, alongside record diversity levels with 28% female and 26% people of color participation
Around two-thirds of green-grass beginners now start via off-course formats, which NGF says complement rather than replace traditional golf
Nearly 70% of operators rate their financial condition as “good” or “excellent,” supported by stronger demand, utilization, and a 29% rise in average 18-hole fees since 2019, broadly in line with inflation
NGF concludes that the modern golf economy is broader, more inclusive, and more resilient than at any point in the modern era, with off-course channels expanding the funnel while reinforcing the golf course as the industry’s primary gateway.
The stat relating to two-thirds of green-grass beginners start their golfing life at off-course formats.
The rise of simulator golf is well-publicized, with indoor simulator/entertainment venues popping up everywhere. Ranges are also starting to show more of a renaissance with the introduction of more tech-enhancing visitor experiences.
The good news is that it isn’t just simulator-led businesses and ranges that are enjoying strong growth.
Golf clubs are reporting sustained strength in membership demand, which is commendable considering there are around 16,000 courses across nearly 14,000 facilities, which, as NGF points out, is roughly 2,000 fewer than at the early-2000s participation peak.
U.S. golf recorded another all-time high for national rounds played in 2025, the fourth such record in five years. NGF operator surveys show nearly 70% of course operators rate their financial condition as “good” or “excellent”, while average public green fees are up approximately 29% since 2019, broadly in line with inflation.
Together, those indicators suggest simulators, memberships, and traditional course play are reinforcing one another within a participation model that is broader, more resilient, and structurally stronger than previous growth cycles.
AGM SURVEY SHOWS GOLF RETAIL MEMBERS REMAIN CAUTIOUSLY OPTIMISTIC
The NGF Graffis Report isn’t the only positive news coming out of the golf industry in the past week. A new 2025 Membership Survey from the Association of Golf Merchandisers (AGM) indicates that while economic uncertainty continues to influence buying behaviour, golf retail professionals remain broadly optimistic about performance in the year ahead. According to the survey, the majority of AGM members expect sales to remain stable or improve in 2025, supported by steady rounds played and continued interest in equipment, apparel, and accessories, although concerns persist around inventory management, margin pressure, and discretionary consumer spending.
Additional key findings from the survey were:
Average gross merchandise sales up nearly 30% and median sales up 6.2%
74% of respondents reporting higher year-over-year sales in 2024, including 18% achieving 11%+ growth
50% of members said an online presence generated a portion of their sales in 2025, up from 40% the year prior.
Members highlighted staffing challenges, supply chain costs, and the need for sharper merchandising strategies as ongoing operational priorities, with AGM noting that retailers who adapt assortments and pricing to changing consumer expectations are best positioned to perform. Summarising the findings, AGM said the results reflect “a resilient but pragmatic retail landscape,” as golf shops balance sustained participation levels with a more value-conscious customer environment.
ZEN GOLF AND TRACKMAN UNVEIL HANDS-FREE MOVING FLOOR FOR INDOOR GOLF
Zen Golf and Trackman revealed a fully automated working prototype of the Zen Swing Stage 2.0 at the PGA Show, demonstrating a system that adjusts floor gradients instantly and hands-free in sync with Trackman Virtual Golf 3 when shots are hit using the ceiling-mounted Trackman iO launch monitor.
The integration allows the Swing Stage to mirror on-screen fairway slopes automatically, creating safe, sloping lies for both supervised and unsupervised play, with rapid post-shot movement delivering gradients of up to 12% in 0.1% increments, covering every lie within Trackman’s virtual courses.
Developed through confidential R&D at Trackman’s Tuxen Innovation Lab and engineered by Zen’s Sheffield-based team, the slimmer, faster platform is exclusive to Trackman users and compatible with existing Zen installations, while the original Swing Stage remains available for customers embedding force plates. The demonstration drew widespread acclaim from visiting PGA professionals, with instructor Brian Manzella calling it “the most impressive product I saw at the show,” as Zen founder Nick Middleton said the collaboration represents “a history-making moment of innovation” in recreating real-course conditions indoors, with the software integration scheduled for release to Trackman users later in 2026.
I got to try the Swing Stage 2.0 system at the PGA Show and it’s a fantastic setup. The beauty is the fact that the platform is so intuitive in its movement and is ready to go whenever you are. You are aware that the platform is moving between shots, but it’s not intrusive, and it didn’t distract me or other people who were testing the platform from thinking about the next shot and what club to hit.
On one approach shot, I got to try the maximum tilt at 12%, where the ball was above my feet. The platform felt exactly as I would expect it to feel if I was playing the same shot from that exact spot on the real course.
With such an extreme tilt, I could place the ball on the Swing Stage 2.0 without it rolling away immediately, or worrying that the ball might move during my swing.
We’ll hopefully be able to catch up with Nick Middleton soon to take a deeper dive into the capacity of Swing Stage 2.0, its integration with Trackman, and how important Swing Stage 2.0 will be for coaching purposes.
SHOT SCOPE RIDES PGA SHOW MOMENTUM AS LM1 DEMAND EXCEEDS EXPECTATIONS
Many companies I spoke to during PGA Show week were experiencing busy weeks, which I’m sure has translated into longer working hours post Orlando to keep up with orders and correspondence.
One company who falls into this bracket is Shot Scope, who will dealing with the demand generated from retail orders and media attention around its new LM1 Launch Monitor and H50 GPS Handheld.
The LM1 emerged as the centrepiece of the company’s showcase, positioned as a portable, easy-to-use launch monitor delivering clear, practical data without complexity, priced at $199.99 MSRP with no subscriptions, and earning recognition as one of just five products selected for the ING Media Showcase of New Products. Shot Scope has confirmed it’s scaling production to meet the demands.
“The level of demand we saw validated that this is exactly what the market has been waiting for.” - Gavin Dear, Chief Commercial Officer, Shot Scope.
Independent reviewers echoed that sentiment, with MyGolfSpy noting the LM1 “might just blow up the market,” while The Hackers Paradise said it offers “meaningful launch data without the complexity or cost of higher-end systems.” The LM1 expands Shot Scope’s wider ecosystem spanning GPS handhelds, laser rangefinders, GPS watches and performance analytics, which the company says have helped golfers save an average of 4.1 strokes, reinforcing its strategy of covering golfers “at every single touchpoint,” according to Dear.
INDOOR GOLF ALLIANCE HAS TWO FREE WEBINARS COMING UP
A couple of dates for your diary courtesy of the Indoor Golf Alliance (IGA), who will be hosting two free webinars in the coming days.
The first webinar is on Thursday, February 5, starting at 11am ET (10am CT, 9am MT, 8am PT), offering an early look at the International Indoor Golf Trade Show and Conference, scheduled for July 7–9, 2026 at the Bellagio Resort and Casino. The session will outline the purpose and objectives of the inaugural event, explain who should attend and exhibit, detail networking opportunities, review pricing for exhibitors and attendees, and conclude with a live Q&A. The webinar is open to industry stakeholders interested in the fast-growing indoor golf sector, with registration required to RSVP and receive the access link.
The second webinar will be on Thursday, February 5, starting at 11am ET (10am CT, 9am MT, 8am PT), offering an early look at the International Indoor Golf Trade Show and Conference, scheduled for July 7–9, 2026 at the Bellagio Resort and Casino. The session will outline the purpose and objectives of the inaugural event, explain who should attend and exhibit, detail networking opportunities, review pricing for exhibitors and attendees, and conclude with a live Q&A. The webinar is open to industry stakeholders interested in the fast-growing indoor golf sector, with registration required by emailing Phil Immordino at phili@indoorgolfalliance.org.
PETER JONES TAKES CONTROL OF AMERICAN GOLF IN RESCUE DEAL
The entrepreneur Peter Jones, one of the founding dragons from the UK version of Dragons’ Den, has completed a takeover of UK golf retailer American Golf, securing the future of the business after a period of financial difficulty, according to Sky News. The deal sees Jones, through his private investment vehicle, acquire the company out of administration, safeguarding around 1,800 jobs across its nationwide store estate and online operations. American Golf, which trades from more than 90 stores and is regarded as the UK’s largest dedicated golf retailer, had been hit by weaker discretionary consumer spending and rising operating costs. Jones, a long-standing golfer, said he was “delighted to step in and support a business with such a strong heritage in the game,” adding that the focus would now be on stabilising operations and investing for long-term growth, while administrators confirmed that stores would continue trading as normal under the new ownership.
UNEEKOR POSTS 50% GROWTH IN 2025 AS AI-LED EXPANSION ACCELERATES
Simulator specialist Uneekor closed 2025 with 50% year-over-year growth, supported by new product launches, accelerated AI-driven development and an expanded leadership team, as the golf simulation specialist strengthened its global footprint across 71 countries.
During the year, Uneekor opened a Global Innovation Center in Dallas, Texas, launched multiple products including the EYE XR rear-mounted launch monitor with Club AI, the EYE MINI CORE, GAME DAY simulation software and an AI Trainer offering real-time coaching feedback, while also introducing a QED Trade-In Program to ease customer upgrades. The company added senior leadership with Scott Gaines appointed Global Head of Sales, Tarick Walton as Head of Product Management and Jason Davis as Head of Customer Experience, building on the earlier appointment of Global Marketing Director James Murphy, who said: “We’re building an ecosystem that empowers all golfers to improve faster, practice smarter, and experience the game in entirely new ways.”
Looking ahead to 2026, Uneekor said artificial intelligence will play a central role in its product roadmap, with Murphy adding that “AI is unlocking entirely new ways to coach, analyze, and adapt practice sessions at home,” as the company targets continued growth across both commercial facilities and home users.
LIV GOLF TO GET OWGR POINTS…..BUT ONLY FOR TOP 10 FINISHERS
LIV Golf has finally had its application to the Official World Golf Ranking approved, but only the top-10 finishers in its 57-player fields will earn ranking points, a restriction OWGR says reflects eligibility standards the league does not yet meet. The decision means just 17.5% of LIV fields will receive points, compared with 53% at the PGA Tour’s WM Phoenix Open and 45% at the DP World Tour’s Qatar Masters, leaving many LIV players without points on a week-to-week basis and some potentially none all season. While elite players such as Jon Rahm, Bryson DeChambeau and Joaquín Niemann are expected to earn points regularly, others failed to record a single top-10 in 2025. OWGR classed LIV events as “Small Field Tournaments”, citing field sizes below the 75-player minimum, the league’s no-cut format, and concerns around promotion, relegation and player recruitment, which it described as “restrictive” and, in some cases, based on selection rather than merit. LIV winners are projected to receive 23.1 points, more than the Qatar Masters champion (20.9), but far below the 59.3 available at the WM Phoenix Open and 100 points at majors, with 10th place worth 2.8 points. Responding, LIV said it welcomed the “long-overdue moment of recognition” but called the outcome “unprecedented,” adding: “Under these rules, a player finishing 11th in a LIV Golf event is treated the same as a player finishing 57th… No other competitive tour or league in OWGR history has been subjected to such a restriction,” while pledging to continue advocating for a system that “reflects performance over affiliation.”
Additional reading from Golf Monthly’s Elliott Heath.
NEW STAFF MODEL XB HEADLINES WILSON’S 2026 IRON LAUNCH
Wilson Golf has introduced its 2026 Staff Model iron lineup, comprising the Staff Model Blade, the redefined Staff Model CB, and the all-new Staff Model XB, all forged from 8620 carbon steel to deliver workability and immediate feedback at impact. Across the range, precision-milled faces and scorelines are designed to increase ball-to-face contact for more consistent spin and stopping power, while Fluid Feel Technology redistributes mass toward the centre of the face and a precisely positioned centre of gravity aims to elevate overall performance. Each model is priced at $1,399.99 for a seven-piece steel set or $199.99 per iron.
The headline addition is the Staff Model XB, a forged hollow-body players iron engineered for higher ball speed and increased MOI without sacrificing a tour-inspired look, featuring minimal offset, a thin topline and a urethane-filled body to dampen vibration and refine sound. Wilson said advanced simulations and topology optimisation shaped the XB’s internal structure, incorporating engineered rib supports, a parabolic mass pad and tungsten weighting to fine-tune acoustics, maximise energy transfer and maintain a slim profile, while an optimised face targets consistent ball speed, spin and launch across the hitting area. The Staff Model Blade remains the flagship for elite ball-strikers, updated with shorter blade length, reduced offset and variable hosel length for cleaner shaping and tighter mass control, while the Staff Model CB delivers a modern cavity-back blend of forgiveness and feel, with softened edges, reduced offset and a narrower sole to improve turf interaction, all designed to visually align across the family. More details are available at Wilson Golf.