PGA Tour Superstore CEO Jill Spiegel sheds light on industry trends

The GIST: Golf is seeing an unprecedented glow-up, with the game becoming increasingly younger and diverse. With more people picking up the clubs than ever, PGA Tour Superstore president Jill Spiegel spoke with The GIST last week about the major trends driving the sport, including how women and fashion play a major role. Par for the course.

🏌️ The pandemic changed golf, especially for women. COVID-19 restrictions meant increased social isolation and time spent outdoors, which boosted interest in the sport. Since 2019, golf participation of women in the U.S. has grown 45%. “Women represent 26% of all golfers, which doesn't sound like a lot, but not too long ago, it was in the mid-teens,” Spiegel said.

🌐 Golf is not for gentlemen only. The pandemic saw the sport diversify across several demographics, including age — Spiegel said the average golfer’s age has dropped about 10 years to the mid-forties. She also pointed out many young people are finding the fairway through Topgolf, as well as television and social media platforms.

• More than 123M Americans consumed golf in 2023 — that includes the traditional game, as well as entertainment sources like Topgolf, broadcasts of the majors, and even Netflix’s Full Swing. More than 50M people engaged with golf on social media, 80% of whom don’t even play on the green.

👖 Golf is leaning into the lifestyle space — and so are brands. Spiegel noted that golfcore is going mainstream, with products becoming much more lifestyle-oriented — a popular trend for women, especially since the pandemic. Now, people are wearing golf-inspired clothing to work and dinner and it’s becoming more hybridized, like how tennis skirts took over timelines this summer.

• And top men’s golf brands are realizing the sport is also a key avenue to reach women consumers. TravisMathew named Molly Sims its first brand ambassador for its women’s line last year and outfitted the 2024 Women’s Scottish Open, while Rhone launched a women’s golf collection and partnered with the LPGA and Epson Tour in January.

👗 Golfcore’s versatility and social media popularity are changing what people wear. Spiegel noted that golf skirts remain popular among women consumers, while dresses and joggers are becoming increasingly more trendy. “The interest is more in the silhouette of the product,” she said, compared to past emphasis on bold patterns. A fit for every situation.