In recent years, private clubs across the United States have undergone a significant transformation. No longer limited to traditional offerings like golf and fine dining, these clubs are evolving into dynamic hubs for a diverse range of recreational and social activities. The findings from the National Golf Foundation's (NGF) 2024 Graffis Report underscore this shift specifically in golf, highlighting the broader momentum in sports and recreational pursuits across the club industry.
Golf’s Resurgence and Expanding Recreational Offerings
The NGF’s report reveals a striking 16% growth in traditional golf participation over the past five years, with green grass golf participation surpassing 28 million in 2024—the highest in decades. This renewed interest in golf is paralleled by a surge in participation in sports and activities that offer similar recreational and social appeal. Clubs are enhancing their golf courses and introducing innovative amenities designed to appeal to members of all ages and interests.
From the NGF:
Momentum across the recreational side of the U.S. golf industry remained broadly positive in 2024, and future indicators point to sustainability when it comes to participation and play.
Green grass golf participation topped 28 million in 2024, a seventh consecutive annual increase (no, we don’t owe all the good fortune to COVID-19). Last year’s net increase of approximately 1.5 million golfers was the biggest single-year jump since 2000, when Tiger Woods was at his peak and spurring golf participation to new heights. Over the past five years, the number of traditional golfers has risen by 16%.
Meanwhile, total golf participation (those who play on- and off-course with a real ball, real club and full swing) climbed to 47.2 million in the U.S., a 5% gain versus 2023 and a +38% pre-pandemic comp to 2019.
As highlighted in the report, while on-course golf shows steady year-over-year growth, off-course golf is expanding even more rapidly. Youth and women are the fastest-growing demographics in both areas. Americans, in particular, are increasingly seeking activities that combine staying active with social interaction—giving rise to trends like the pickleball phenomenon.
The Rise of Multi-Sport Offerings in Private Clubs
While golf remains a cornerstone for many private clubs, they are increasingly embracing a wider array of recreational activities. These new offerings reflect diverse lifestyles and preferences, helping clubs engage members in meaningful ways. Some key trends are:
Pickleball: The Fastest-Growing Sport in America
Pickleball has taken the private club world by storm, becoming a must-have amenity. Its accessibility and appeal to all ages make it a perfect fit for family and social engagement. The game’s doubles format fosters community-building, making it one of the most socially engaging sports available.
Paddle Tennis and Padel: Compact Yet Competitive
Paddle tennis and padel offer fast-paced action in smaller, enclosed spaces. Both sports combine elements of tennis and squash, providing exciting, team-oriented gameplay. Padel, in particular, is gaining popularity among younger members and competitive players seeking variety.
Bocce: A Timeless Classic
The low-impact, relaxed nature of bocce makes it ideal for members of all ages. It encourages camaraderie and provides a unique social experience for players.
Sports Simulators: Bridging Recreation and Technology
Golf and multisport simulators are redefining indoor recreation at private clubs. These high-tech installations allow members to practice their swing or play simulated versions of popular sports like soccer, baseball, and even curling. Simulators offer year-round accessibility and cater to a wide range of skill levels, further enhancing the member experience. While the technology continues to advance with demand, the golf simulators have really come a long way, particularly with putting through a variety of offerings available now.
Social Integration of Recreational Sports
Private clubs are increasingly hosting leagues, clinics, and tournaments for sports like pickleball, bocce, and paddle tennis. These events not only cater to both casual players and serious competitors but also significantly enhance the social dimension of recreational sports. Modern private clubs are transcending their traditional roles; they are no longer defined by a single sport or activity. Evolving into comprehensive lifestyle destinations, they now feature multi-sport courts, fitness and wellness facilities, a variety of therapeutic services, culinary innovations, and year-round programming.
This expansion ensures that clubs meet the diverse needs of every family member, fostering belonging, engagement, and lasting connections
The Takeaway
Inspired by the NGF's report on golf's resurgence, we want to call out that clubs are seeing wild success when they invest in diverse, inclusive offerings that cater to a modern member experience. Whether it’s the thrill of a competitive padel match, the camaraderie of a bocce game, or the convenience of a golf simulator, private clubs are leading the way in redefining recreation and the active lifestyle for the modern era.
Ready to navigate the modern-day club management landscape? Whether it's building a team, training a team, developing a strategy for engagement and member satisfaction, to more significant strategic and capital planning initiatives, SCS is an award-winning service provider to help clubs navigate a successful and experienced path forward.
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