Golf is the new boardroom for Gen Z
As golf sheds its exclusivity, businesses are using it to win clients, build teams, and mentor the next generation of leaders
Golf is experiencing a renaissance, and this time it is not just about business executives sealing deals in private country clubs.
Gen Z has entered the picture, and they are changing the sport into a casual, inclusive, and surprisingly effective space for networking, mentoring, and team engagement.
For brands, agencies, and PR teams, this shift opens a new type of experiential marketing and relationship-building opportunity. The fairway, or even the local golf simulator, is becoming a place to deepen client trust, break down internal silos, and create shared experiences that go beyond the conference table.
Short on time?
Here is a table of contents for quick access:
- Why golf is back on the marketing radar
- How Gen Z’s approach makes the sport more inclusive
- Lessons from the green for leadership and client relationships
- Actionable ways marketers can use golf to grow their network
Patrecia Meliana
Why golf is back on the marketing radar
The pandemic reshaped golf’s demographics. Over 800,000 women took up the sport for the first time, and younger players are filling courses, simulators, and Topgolf-style venues.
Participation among 18–34-year-olds hit a near decade high in 2023 and continued rising in 2024, with data showing a 48% increase in junior golfers since 2019. Today, 57% of traditional-course golfers are under 50.
Gen Z plays for different reasons: 51% cite mental health and self-care as top motivators, 76% prefer solo rounds, and 68% visit golf entertainment venues. Overall U.S. participation jumped from 30 million in 2014 to 45 million in 2023.
For marketers, golf has moved beyond a niche pastime. Shorter formats like nine-hole rounds and night golf make it an accessible, social setting for client events, media networking, and team building.
How Gen Z's approach makes the sport more inclusive
The traditional 18-hole, members-only vibe has given way to a more open and accessible golf culture. Company golf days that once catered only to experienced players now include structured programs for beginners.
This shift removes a barrier that previously excluded potential clients, junior staff, or media contacts from attending.
In a networking context, that inclusivity matters. A casual round or even a simulator session creates an even playing field, both literally and figuratively, for conversations and relationship building.
Lessons from the green for leadership and client relationships
Golf is uniquely effective at revealing character and building trust. The sport requires self-scoring and self-reporting of penalties, creating a natural setting to observe integrity.
For CMOs, PR Directors, or account leads, these settings can highlight leadership traits, problem-solving approaches, and communication styles.
Mike Berland, author of Not About Golf, calls it “forced human connectedness”, which means hours without phones where conversations range from personal stories to strategic ideas. That dynamic is difficult to replicate in a boardroom or on a video call.
Actionable ways marketers can use golf to grow their network
Golf is no longer just a traditional pastime. For marketers, it offers a relaxed and engaging setting to spark conversations, build connections, and strengthen relationships.
- Client entertainment with a twist
Host short-format golf sessions instead of long dinners to spark memorable, organic conversations.
- Cross-department collaboration
Pair marketing, sales, and product teams in mixed foursomes to encourage new connections.
- Mentorship on the move
Use walking rounds as one-on-one mentorship sessions between senior leaders and emerging talent.
- Influencer engagement
Partner with golf influencers in younger demographics to showcase brand values and inclusivity.
Golf’s evolution is a reminder that the best networking happens where people feel relaxed and engaged.
In a time when digital fatigue is real and audiences want authentic experiences, bringing clients or teams to the green might be the smartest move in your marketing playbook.
