GBR Friday | Golf’s $1.5 Billion No-Show Epidemic: The Hidden Cost, Industry Growth Challenges, and How Courses Can Fight Back
Every Tuesday and Friday We Bring You the Ten-Minute Summary of What's Happening in the Golf Industry. Grab Your Favorite Beverage and Catch Up With Everything You Need to Know.
Hi, GBR family. In today's edition, we bring you an exclusive deep dive into the economic impact of no-shows on the U.S. golf industry—and what experts say courses must do as soon as possible to close this billion-dollar wound. [Actually, this exclusive content is available today for our valued paid subscribers, subscribe here to keep reading.]
But first, let’s catch up on everything the industry has brought us since Tuesday.
Industry
Circuits
Equipment
People To Watch
Must Read and Watch
Paid Content
1. INDUSTRY
FALDO VIRTUAL SERIES LAUNCHES IN PARTNERSHIP WITH TRACKMAN, EXPANDING JUNIOR GOLF GLOBALLY
Junior golfers worldwide now have an opportunity to compete in Sir Nick Faldo’s international junior series, thanks to a new partnership between Trackman and The Faldo Series. The Faldo Virtual Series, launched on January 1st, is open to boys and girls aged 7 to 21 and consists of three month-long tournaments from January to March 2025. Players compete in age and gender categories, with winners securing a place in the Faldo Series Grand Final.
Each month, participants will play on some of the world’s most iconic courses:
January: The Old Course, St Andrews (Scotland)
February: Wentworth’s West Course (England)
March: The Reserve at Moonlight Basin (USA)
In addition to tournament prizes, players can participate in additional challenges, such as Closest to the Pin and a Lucky Draw. One winner will earn a spot in the British Masters Pro-Am at The Belfry in August. Powered by Trackman’s course simulations, juniors from anywhere in the world can participate using one of 25,000 Trackman simulator venues worldwide—marking the first truly global junior golf tournament. With a one-time entry fee of $10, participants can play as many rounds as they like. Their best score counts toward the final leaderboard.
More information on the Faldo Virtual Series can be found here.
GOLF VX GRAND OPENING BRINGS HIGH-TECH INDOOR GOLF EXPERIENCE TO CHICAGO AREA
Golf VX is set to launch its first North American venue with the grand opening of Golf VX – Arlington Heights on Saturday, February 8, 2025.
Golf VX – Arlington Heights features 12 simulator bays equipped with Golf VX’s proprietary T2 simulator technology. Designed to deliver ultrarealistic golf experiences, the simulators boast high-definition graphics and moving-hitting surfaces that mimic fairways, rough, and bunkers from over 380 real-world courses.
The T2 simulators offer advanced features, including:
Auto-Tee and Touch-Keypad Controls
AI Swing Analysis
Leagues & Lessons
The Arlington Heights location marks Golf VX’s entry into franchising, and the company plans to expand across North America. More information is available on the new Arlington Heights venue here.
BOB MACINTYRE UNVEILS NEW TARTAN GOLF BAG AS NEW SPONSORS BACK SCOTTISH STAR
Scottish golf star Bob MacIntyre has revealed a striking new Hunting MacIntyre tartan golf bag, designed by Vessel, as part of two new sponsorship deals following his breakthrough into the world’s top 20 last year.
The Scotsman Newspaper’s Martin Dempster reports that the new custom bag will make its first appearance at this week’s AT&T Pebble Beach Pro-Am.
MacIntyre, the 2024 RBC Canadian Open and Genesis Scottish Open champion, has secured partnerships with:
Discovery Land Company – A US-based real estate developer known for private residential communities and resorts, including its current refurbishment of Taymouth Castle in Perthshire.
Elijah Craig Bourbon – A historic whiskey brand known for its deep ties to American distilling traditions.
Both sponsors will collaborate with MacIntyre to create custom golf bags for each major, blending heritage with modern craftsmanship. The Scot remains dedicated to My Name’5 Doddie Foundation, honoring the legacy of Doddie Weir, one of Scotland’s greatest rugby players, in the fight against motor neurone disease.
THE R&A BREAKS GROUND ON NEW GLOBAL HEADQUARTERS IN ST ANDREWS
Construction has officially begun on The R&A’s new Global Headquarters, marking a significant milestone for the governing body of golf.
The state-of-the-art facility, set to open in 2026, will be located a short distance from The Royal and Ancient Clubhouse, one of the sport’s most historic buildings. While the Club’s functions and those of The R&A remain closely linked, the new headquarters will serve as the central base for The R&A’s governance, championship operations, and development initiatives.
The four-storey headquarters will feature:
Flexible workspaces to bring together R&A staff are currently spread across five buildings in St Andrews.
Meeting areas, café facilities, and a basement parking facility.
Sustainability-focused construction with an emphasis on environmental awareness.
The honour of breaking ground was given to David Rickman MBE, who played a leading role in the project’s planning before retiring last October after a 37-year career in golf administration.
INDUSTRY LEADERS TO DISCUSS GOLF'S FUTURE AT GCSAA CONFERENCE AND TRADE SHOW
The future of golf will take center stage at the 2025 GCSAA Conference and Trade Show, as industry leaders from the USGA and GCSAA come together for a roundtable discussion on February 5. The session, “Working Together for Golf’s Future: Insights from USGA and GCSAA Leadership”, will feature USGA CEO Mike Whan and GCSAA CEO Rhett Evans, with Golf Digest Chairman and Editor-in-Chief Jerry Tarde moderating.
During the session, Whan and Evans will discuss four key areas critical to golf’s long-term sustainability:
Labor: Developing a strong, skilled workforce through recruitment and retention initiatives.
Education: Expanding resources and training for golf course professionals.
Advocacy: Promoting golf’s positive impact while addressing sustainability issues such as water shortages and weather challenges.
Data and Technology: Driving innovation to improve efficiency in golf course management.
For more information or to register, visit GCSAA Conference official site.
FIVE IRON GOLF LAUNCHES EXCLUSIVE FEBRUARY MEMBERSHIP OFFER WITH FREE CALLAWAY CLUB FITTING AND $500 EQUIPMENT CREDIT
Five Iron Golf has announced an exclusive February membership offer.
The promotion is designed to provide golfers with tour-level club fitting, expert coaching, and premium golf perks, ensuring they have the right equipment to elevate their game.
Golfers who commit to a 12-month membership in February will receive:
Complimentary 60-minute club fitting powered by Callaway Tour Fitting
$500 credit towards new Callaway clubs
Access to Trackman-powered simulators for daily practice
Priority booking, club storage, and discounted instruction
Exclusive pricing on food, drinks, merchandise, and event hosting
The Callaway Tour Fitting experience is a key highlight of this membership offer. New members who take advantage of the offer will receive priority scheduling for their complimentary club fitting. The Callaway Tour Fitting by Five Iron Golf, featured in Forbes, gives golfers access to state-of-the-art club fitting technology, real-time data tracking, and expert recommendations to optimize their equipment for peak performance. This limited-time offer allows golfers to upgrade their game with expert club fitting, premium Callaway equipment, and a dynamic practice environment. Five Iron’s membership packages are available here.
2. CIRCUITS
TGL VIEWERSHIP CLIMBS 27% AS TIGER WOODS AND RORY MCILROY FACE OFF
The fourth week of TGL action delivered a 27% viewership increase over Week 3, as Tiger Woods’ Jupiter Links defeated Rory McIlroy’s Boston Common Golf in overtime.
The Monday night broadcast on ESPN drew 864,000 viewers, peaking at 1.1 million during the dramatic OT finish.
Sports Business Journal’s Austin Karp reports that while the numbers were down slightly compared to last year’s ESPN Monday night slot featuring Duke-Virginia Tech men’s basketball, the league continues to outpace comparable college hoops games from 2024.
TGL is now averaging 874,000 viewers after four matches—33% higher than last January’s college basketball games in the same ESPN windows (658,000 viewers).
Monday night’s broadcast more than quadrupled the audience of another new sports league, Unrivaled on TNT/truTV, which drew just 134,000 and 192,000 viewers in its respective time slots.
The ratings for Week 4 were up from Week 3’s 682,000 viewers. The show aired on a Tuesday without Woods or McIlroy.
Despite the growth, TGL’s Week 4 numbers trailed its debut week (919,000 viewers) and Woods’ first match in Week 2 (1 million viewers).
What’s Next for TGL?
Week 5 returns to ESPN’s Tuesday night slot as the league accommodates players travelling to Pebble Beach for the PGA Tour event.
TGL returns on Monday for a tripleheader on Presidents Day (Feb. 17).
The remainder of the season will alternate between Monday and Tuesday broadcasts.
DUSTIN JOHNSON’S 4ACES GC PARTNERS WITH JAXXON AND SANTO STUDIO
Dustin Johnson and his LIV Golf team, 4Aces GC, have announced Jaxxon as their Official Jewelry Partner and Santo Studio as their Official Luggage Partner. The partnerships will introduce product collaborations, including a Santo Studio luxury travel collection. They will also include on-site activations and athlete appearances at LIV Golf pro-am events worldwide. Jaxxon, a leading men’s jewellery brand, will see Johnson and his teammates sporting pieces from its signature collections throughout the season, both on and off the course.
The 4Aces’ second new sponsor, Santo Studio, will release a collaborative travel collection featuring duffel bags, backpacks, high-end training bags, and premium luggage for athletes. The Santo Studio x 4Aces collection will be released in Spring 2025. Products will be available online, at national retailers, and at Santo Studio’s flagship store in Newport Beach, California.
Since winning the inaugural LIV Golf Team Championship in 2022, the 4Aces have continued to expand their brand beyond the course. In 2024, they appointed former TravisMathew CEO Chris Rosaasen as General Manager, and their partnership portfolio includes Extracurricular and Magellan Jets.
TIGER WOODS: KEEPING GENESIS INVITATIONAL IN SOUTHERN CALIFORNIA CRUCIAL TO RECOVERY EFFORTS
Tiger Woods has emphasized the importance of keeping the Genesis Invitational in Southern California as the region recovers from devastating wildfires. The tournament, traditionally hosted at Riviera Country Club in Pacific Palisades, will now take place at Torrey Pines in San Diego from 13th to 16th February due to the aftermath of the fires.
ESPN’s News Services reported that Woods, who hosts the event, acknowledged that while multiple venues were considered—including courses in California, Phoenix, and Las Vegas—staying within Southern California was a priority.
“Riv is just not ready,” Woods said Monday before his TGL match in Florida. “There were so many different options on the table, and we were trying to be understanding to all the victims that these fires have caused.” The decision comes after wildfires devastated 45 square miles of Los Angeles County, including Pacific Palisades and the community surrounding Riviera Country Club. The fires resulted in at least 29 fatalities and widespread destruction, prompting officials to relocate the tournament.
TOM MCKIBBIN CONFIRMS MOVE TO LIV GOLF, JOINS JON RAHM'S LEGION XIII
BBC Sport reports that Northern Ireland’s Tom McKibbin has officially joined LIV Golf, sealing what is expected to be a lucrative switch for the 22-year-old.
His long-rumored move to the Saudi-backed circuit was confirmed on Wednesday, with McKibbin set to debut at LIV Golf Riyadh on February 6, joining Jon Rahm’s Legion XIII team alongside Tyrrell Hatton. McKibbin, currently ranked 106th in the world, won his first DP World Tour event, the Porsche European Open, in 2023. He narrowly missed out on a second win after losing in a playoff at the Italian Open.
The team also featured American Caleb Surratt, who turned professional at 19 to join Rahm’s squad but struggled with the rigors of LIV Golf’s global schedule. The team’s newest addition, McKibbin, is no stranger to international travel, which Rahm believes will be a key asset. After finishing fourth in last year’s Team Championship, Legion XIII is setting its sights even higher this season. Rahm believes the team has the potential to be even stronger in 2025.
Legion XIII’s average age is now just 26.25, making it the youngest team in LIV Golf by nearly four years, with Rahm and Hatton providing proven firepower and McKibbin and Surratt adding youthful potential. Additional insight from LIV Golf’s official press release.
PGA TOUR TARGETS FAN EXPERIENCE AND SLOW PLAY CRACKDOWN IN NEW INITIATIVES
The PGA Tour is preparing a major push to enhance the fan experience while addressing one of the game’s most persistent issues: slow play. Following feedback from a 50,000-fan survey and growing player support, the Tour will introduce a series of broadcast, competitive, and on-site enhancements and a revamped approach to pace-of-play enforcement.
Writing for NBC Sports, Ryan Lavner writes that the PGA Tour is feeling the pressure to act. With recent 5½-hour rounds on the West Coast swing, the TGL’s 40-second shot clock gaining popularity, and CBS’ Dottie Pepper criticizing slow play as “disrespectful” to players and fans, the PGA Tour is feeling the pressure to act.
Key initiatives under review include:
Smaller field sizes starting in 2026, allowing for better tee-time spacing and reducing course bottlenecks.
A new video review center to speed up rulings.
Testing of distance-measuring devices (rangefinders), first on the Korn Ferry Tour, before potential adoption on the PGA Tour.
Greater transparency on slow-play penalties, including the potential public release of stroke-time data, violations, and fines.
Additionally, the Tour is considering harsher penalties for repeat offenders, including potential reductions in FedExCup points, making slow play a competitive and financial liability. A three-player working group will collaborate with the Player Advisory Council to review and recommend changes to the slow-play policy.
Beyond the pace of play, the PGA Tour aims to modernize the sport’s engagement with fans. Among the ideas being explored:
More real-time player/caddie conversations on broadcasts.
Expanded shot variety in coverage and reduced commercial interruptions.
Relaxed media restrictions to allow players and influencers to create more behind-the-scenes content.
Formula 1-style enhancements to the on-site tournament experience.
The finalized plans will be announced in March, following the completion of the fan survey and player feedback sessions.
RORY MCILROY: PGA TOUR PRODUCT HAS BEEN "DIMINISHED," CALLS FOR SCALING BACK
Rory McIlroy believes the PGA Tour’s product has been diminished in recent years and suggests that scaling back the schedule could help combat overexposure and viewer fatigue. Speaking ahead of the AT&T Pebble Beach Pro-Am, McIlroy acknowledged that while new golf offerings such as LIV Golf, TGL, and YouTube golf content were designed to expand the game, they may contribute to its oversaturation. “I think it already has been diminished,” McIlroy said when asked if these competing platforms have impacted the PGA Tour’s core product. “I can see when the golf consumer might get a little fatigued of everything that's sort of available to them.”
Golfweek’s Alan Schupak reported McIlroy suggested that a leaner, more exclusive PGA Tour schedule—similar to the NFL’s model—could be beneficial. “Scaling it back a little bit and maybe having a little more scarcity in some of the stuff that we do, like the NFL, I think mightn’t be a bad thing,” McIlroy said. “I think 47 or 50 tournaments a year is definitely too many.” McIlroy acknowledged the push to make golf more engaging but cautioned against straying too far from the sport’s traditions. “I don't think we should try to dumb down golf to appeal to more people,” he said. “Golf is golf at the end of the day. It’s been this way for hundreds of years.”
3. EQUIPMENT
WILSON LAUNCHES NEW DYNAPOWER DRIVERS
Wilson Golf has launched its new Dynapower driver lineup, featuring three distinct models. The Dynapower Carbon, Max, and LS drivers, which will launch on February 12, incorporate artificial intelligence-driven design to optimize ball speed, forgiveness, and aerodynamics.
Dynapower Carbon
The Dynapower Carbon incorporates a lower crown and flatter sole for improved forgiveness and stability. At 460cc, it features swappable front and back weights—a three-gram weight up front and a nine-gram weight in the back—for higher launch and increased MOI. Swapping these weights lowers launch and spin while enhancing ball speed.
Dynapower Max:
The Dynapower Max is the most forgiving of the lineup, with a larger footprint for added stability. Its single 19-gram adjustable weight fine-tunes shot shape, offering players greater control without sacrificing forgiveness.
Dynapower LS:
The Dynapower LS features a compact 445cc head, a raised skirt, and a curved crown to improve aerodynamics. Designed with Wilson’s Tour players, the LS delivers lower spin, increased ball speed, and precise shot control. It comes with swappable sole weights—a 12-gram weight up front and a six-gram weight in the back—to fine-tune spin, launch, and forgiveness.
Wilson’s PKR (Peak Kinetic Response) Face uses artificial intelligence to optimize ball speed across the entire clubface, reducing the common trade-off between forgiveness and performance.
Key Specs and Pricing
Dynapower LS: Available in 8°, 9°, and 10.5° lofts (8° for right-handers only), paired with True Temper Denali Black 60 shafts (S & X flexes).
Dynapower Carbon: Available in 9° and 10.5° for left- and right-handers (8° for right-handers only), featuring a Fujikura Ventus Blue TR shaft (R & S flexes).
Dynapower Max: Comes in 9°, 10.5°, and 12° lofts (12° is right-handed only), with a UST LIN-Q M40 Red shaft (A, R & S flexes).
Adjustability: All three models feature a redesigned adjustable hosel, allowing loft adjustments in half-degree increments, up to two degrees up or one degree down.
Retail Price: $549.99 (£444.99, €529.99) for Dynapower LS and Carbon, $499.99 (£402.99, €481.99) for Dynapower Max.
More information can be found before the 12th February release date at Wilson.
PXG UNVEILS WILDCAT SET
PXG has introduced the Wildcat set, a nine-club package specifically designed for beginners and players struggling with launch consistency.
The nine-piece set includes:
Driver (16° loft, 44 inches) – Shorter and higher lofted for easier launch and accuracy.
5-Wood – Optimized for smooth turf interaction and reliable ball flight.
6-hybrid – Bridges the gap between woods and irons for versatility and forgiveness.
7-iron through pitching and sand wedge
Black Hawk putter
PXG focused on making the Wildcat set intuitive and user-friendly. Instead of the traditional 14-club setup, they simplified the selection to reduce decision fatigue for new golfers.
The Wildcat irons feature a hollow-body design filled with a proprietary polymer, improving feel, rebound, and forgiveness. The ultra-thin face insert and perimeter weighting provides a trampoline-like effect, boosting ball speed across the face.
Meanwhile, the Black Hawk putter features PXG’s pyramid-milled face pattern and adjustable sole weighting.
Golfers can purchase clubs individually or as a complete set that includes a bag, hat, and a dozen golf balls:
Driver: $299 (£240, €280)
Fairway Wood: $199 (£160, €190)
Hybrid: $189 (£150, €180)
Irons: $149 each (£120, €115)
Putter: $300 (£240, €290)
Full Set: $1,499 (£1,200, €1,445)
Available immediately, more information on the Wildcat set is available at PXG.
4. PEOPLE TO WATCH
Adam Sperling, Quail Hollow’s Director of Professional Golf, has been named the Truist Championship’s executive director. Sperling, who played a key role in the record-setting 2022 Presidents Cup, will now oversee the PGA Tour event’s transition under its new title sponsor, Truist. Sports Business Journal’s Josh Carpenter notes Sperling’s appointment is pivotal to the new sponsor as the tournament enters the first year of a seven-year sponsorship deal following Wells Fargo's departure.
Greg Norman will be honored with a Lifetime Achievement Award during a gala event at the Australian Embassy in Washington, D.C. The award is being presented to Norman for his contributions to Australian sport and global golf. In addition to his accolades, Norman has also been appointed to the Australian Government Olympic Committee (ACOG) for the 2032 Brisbane Summer Games. In this new role, he will participate in four to six meetings annually, helping shape infrastructure, transportation, technology, hospitality, and sport in preparation for the global event. MSN/Sky News Australia.
Trump Turnberry has strengthened its management team by appointing Ben Tomlinson as Business Development Manager.
Tomlinson joins from The Belfry Hotel & Resort, where he spent three years as a Golf Sales Executive at one of the UK’s most prestigious golf destinations. A qualified PGA Professional, he brings industry expertise and commercial acumen to his new role at Turnberry. Golf Business News.
United States Ryder Cup Captain Keegan Bradley has named Jim Furyk as a Vice Captain for the 45th Ryder Cup. Furyk joins Webb Simpson, Brandt Snedeker, and Kevin Kisner, who were previously appointed by Bradley as Vice Captains. Additional selections will be announced at a later date. Furyk, 54, has a wealth of Ryder Cup experience. He has competed in nine consecutive Ryder Cups (1997-2014), the second-most appearances in U.S. team history. His 34 career matches are tied for third all-time among American players. Beyond his playing career, Furyk has been a key figure in U.S. Ryder Cup leadership in 2016 as Vice Captain and in 2018, where he captained The U.S. team. Full press release available at First Call Golf.
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5. MUST READ/WATCH
The Titleist Pro V ball celebrates its 25th anniversary this year. Titleist has released this fascinating video on their YouTube channel documenting the golf ball’s development and subsequent domination of the game.
Slow play and how to tackle it are back on the agenda after Dottie Pepper’s comments on the pace of play in the final round of the Farmers at Torrey Pines. TGL has a possible solution in Shot Clock. Jared Doerfler, in Perfect Putt, presents the business case for Shot Clock.
Technology can always pose problems. However, when you have spent so much money on launch monitors designed for the TGL, you would expect them to be 100% accurate. The Athletic’s Gaby Herzig reports on Rory McIlroy’s first experience with the TGL launch monitors. Was it a success?
The 2025 PGA Show, by all measures, was a huge success. New England Golf’s Leigh MacKay, a colleague of our friend Tom Gorman, reports on the key events of the show and his opportunity to play some golf before the event.
6. JUST FOR PAID SUBSCRIBERS
THE NO-SHOW EPIDEMIC IN GOLF: HOW IT’S COSTING COURSES BILLIONS—AND HOW TO FIX IT
In the golf industry, every unfilled tee time represents a direct financial loss, much like an empty seat on an airplane or an unoccupied table in a restaurant. However, unlike airlines and hotels, which have implemented dynamic pricing and overbooking strategies, golf courses operate within a rigid scheduling framework where lost inventory cannot be recovered.
This creates a fundamental economic vulnerability. Once a tee time goes unclaimed, the revenue opportunity vanishes. Given that the average golf course operates on slim margins, even minor inefficiencies—such as a big no-show rate—can translate into hundreds of thousands of dollars in lost revenue per facility annually.
The financial impact of no-shows extends well beyond green fees, affecting every aspect of course operations. To understand the scale of the problem and its potential solutions, we must first quantify the economic damage and explore how other industries have tackled similar challenges.