Table of contents
Study Overview
Nowhere is this shift clearer than in how golfers book their rounds. What used to require phone call or a trip to the pro shop is now just a few taps away. Online and mobile booking has surged, with GolfNow alone seeing more than a 60% increase in rounds booked since 2019—and that number continues to climb every year**. Golfers are choosing the ease and flexibility of booking anytime, anywhere, and GolfNow customers are leading the charge, spending more and playing more often as a result. Consumers across the board are making more purchases online than ever before, and for golfers, the ability to browse tee times, compare rates, and secure a spot instantly has become the new standard. When asked what the highest amount golfers are willing to spend on a round, the results speak for themselves on the priority they place on their game. On average, golfers indicated they are willing to spend$152 on a round, while GolfNow golfers are willing to spend $220.
The highest amount golfers are willing to spend on a round
- $152.23 Golfers
- $220.00 GolfNow users
To fuel this incredible momentum and help the entire industry grow, we at GolfNow setout to take a fresh, in-depth look at today’s golfer. From August 15 to September 8, 2025, we partnered with an independent market research firm and surveyed more than 5,000 golfers nationwide to get a clearer picture of:
- Their current attitudes and playing behaviors
- The key reasons they choose to hit the course
- How much golf they plan to play moving forward
- What truly motivates them to play more often
- How, when, and where they’re engaging with the game
- Their affinity for the brands they love
While the insights in this study reflect a broad cross-section of golfers from across theUnited States, it’s worth noting that 24% of respondents are active GolfNow customers,which illustrates some interesting comparisons
As one of the world’s largest online tee-time marketplaces, GolfNow proudly servesmore than 9,000 courses and millions of golfers worldwide.*
Study Participant Demographics
5,000 Golfers surveyed
24% are GolfNow users
- 50% Men
- 50% Women
Age breakdown:
- 30% Age 18-34
- 33% Age 35-54
- 37% Age 55+
50% reported having a household income under $60,000, 27% between $60,000-$99,000, and 23% $100K+
39% live in the South; 21% Midwest; 22% West; 18% Northeast
60% of all golfers surveyed have been playing golf for 4+ years, increasing to 64%
among GolfNow users
Behaviors (Golfers vs GolfNow Users)
How much they play
GOLFNOW GOLFERS PLAY MORE
HOW MUCH THEY PLAYED OVER THE PAST YEAR
Over a third of the 5,000 golfers we surveyed said they played at least 5 rounds of golfduring the past year. This number increases to nearly half among GolfNow users.
% WHO PLAYED 5+ ROUNDS OF GOLF IN THE PAST YEAR
- Total: 36% Golfers | 48% GolfNow users
- Age 18-34: 31% Golfers | 42% GolfNow users
- Age 35-54: 37% Golfers | 50% GolfNow users
- Age 55+: 38% Golfers | 56% GolfNow users
5 ROUNDS
36% of golfers surveyed played at least 5 rounds of golf the past year, increasing to 48% for GolfNow users.
Where they play
GOLFNOW GOLFERS PLAY MORE COURSES
GOLFERS LOVE TO PLAY AT HOME AND ON VACATION
30% of golfers said they played at least4 different courses in the past year. Thisnumber increases to 49% among GolfNow users. Golfers are mainly willing to travelwithin their state, up to 100 miles. GolfNow users are more willing to travel fartherdistances to play golf compared to the general golfer.
Played 4+ different courses in the past year
30% Golfers | 49% GolfNow users
HOW FAR ARE GOLFERS WILLING TO TRAVEL TO PLAY?
- Within my state (10-100 miles): 46% Golfers | 47% GolfNow users
Within my city (< 10 miles): 31% Golfers | 23% GolfNowusers - To a neighboring state (100-300 miles): 13% Golfers | 17% GolfNow users
- Across state or international (300+ miles): 10% Golfers | 14% GolfNow users
Spending Habits
GOLFNOW GOLFERS SPEND MORE
GolfNow golfers aren’t just paying for rounds; they continue to enhance their experience once they arrive at the course. From food & beverage to pro shop merchandise: they buy it all, creating bigger revenue opportunities for every course.
ITEMS PURCHASED AT PRO SHOP
(Percentages shown as Golfers | GolfNow users)
- Beverages: 59% | 66%
- Golf balls: 58% | 73%
- Food: 56% | 64%
- Range balls: 33% | 49%
- Pro Shop Merchandise: 29% | 44%
In addition to spending more at the pro shop, GolfNow golfers are also willing to spend more on their round. When asked what the highest amount golfers are willing to spend on a round, the results speak for themselves on the priority they place on their game. On average, golfers indicated they are willing to spend $152 on a round, while GolfNow golfers are willing to spend $220.
The highest amount golfers are willing to spend on a round
$152.23 Golfers
$220.00 GolfNow users
Technology Trends:
Online Booking Behavior
ONLINE BOOKING KEEPS SURGING
In the past year, 50% of golfers have booked at least one round online—up sharply from36% in 2023. Every age group is shifting todigital, with 35-to-54-year-olds showing thebiggest increase in online booking behavior.
WHO BOOKED A ROUND OF GOLF ONLINE IN THE PAST YEAR
(2025 vs 2023)
- Total: 50% | 36%
- Age 18-34: 58% | 43%
- Age 35-54: 58% | 37%
- Age 55+: 37% | 27%
Golfers who bookeda round of golf online or through an app find it the quickest way tobook tee times and like the ability to book tee times 24/7 from anywhere.
Why More Golfers Prefer Booking Online
GOLFERS AND TECHNOLOGY
REASONS FOR BOOKING ONLINE
| Reason | Golfers | GolfNow users |
| Quickest way to book | 57% | 58% |
| Can book tee time 24/7 from anywhere | 51% (+10% pts vs ’23) | 54% (+6% pts vs ’23) |
| Easy to search and book course that fits my taste and budget | 45% (+5% pts vs ’23) | 53% (+8% pts vs ’23) |
| Like to see all the golf courses options available to me | 47% ( +8% pts vs ’23) | 56% (+10% pts vs ’23) |
PREFERRED BOOKING METHOD AMONG ONLINE BOOKERS
| Method | Golfers | GolfNow users |
| Golf course site | 37% | 32% |
| Calls golf course directly | 28% | 27% |
| Third-party sales | 18% | 23% |
| From Google | 15% | 18% |
| No preference | 1% | 1% |
Golfer Motivators:
Why Play More
MOTIVATING GOLFERS TO PLAY MORE
Heading into the next year, 63% of golfers say they plan to play more golf. Among GolfNow users, that enthusiasm climbs to a striking 79%. The future looks especially bright with players (18-to-34-year-olds) showing some of the strongest intent across every age group.
The message is unmistakable: golfers everywhere want to play more—and GolfNow users are at the front of the pack.
GOLFERS WHO PLAN TO PLAY MORE ROUNDS OF GOLF THIS UPCOMINGYEAR
- Total: 63% Golfers | 79% GolfNow users
- Age 18-34: 66% Golfers | 78% GolfNow users
- Age 35-54: 71% Golfers | 84% GolfNow users
- Age 55+: 53% Golfers | 71% GolfNow users
GOLFERS LOVE BEING OUTDOORS, ENJOYING TIME WITH FRIENDS & FAMILY,AND RELAXING
MOTIVATIONS FOR PLAYING GOLF
(Percentages shown as Golfers | GolfNow users)
- Enjoying the outdoors: 61% | 64%
- Spending time with family/friends: 57% | 55%
- Relaxation: 54% | 59%
- Exercise/improve health: 48% (+5% pts vs ’23) | 55%
- Challenge myself: 45% (+5% ptsvs ’23) | 54%
Barriers
WHAT’S PREVENTING GOLFERS FROM PLAYING MOREDETERRENTS FROM PLAYING MORE
(Percentages shown as Golfers | GolfNow users)
- Costs too much: 44% | 42%
- No regular playing partners: 33% | 32%
- Takes too much time: 30% (+7% pts vs ’23) | 40% (+11% pts vs ’23)
- Not enough variety of golf courses near me: 20% | 28%
How Courses Can Drive More Rounds
HOW COURSES CAN DRIVE MORE ROUNDSIMPORTANT GOLF COURSE SERVICES
(Percentages shown as Golfers | GolfNow users)
- Ability to book and pay for a round of golf in advance: 40% | 54%
- Attentive and polite staff: 45% | 45%
- Pace of play: 43% | 44%
- Well-maintained driving range: 43% | 47%
- Well-maintained practice putting green: 42% | 45%
Who they play with
GOLFERS’ BEHAVIORS ON AND OFF THE COURSE
WHO DID YOU MOSTLY PLAY GOLF WITH IN THE LAST YEAR?
(Percentages shown as Golfers | GolfNow users)
- Friends: 45% | 43%
- Family: 28% | 22%
- Solo: 19% (+6% pts vs ’23) | 24% (+13% pts vs ’23)
- Business: 7% | 9%
- Random: 3% | 2%
Game Improvement
GOLFERS ARE EAGER TO IMPROVE
- Took a golf lesson in the past year: 51% Golfers (+12% pts vs ’23) | 78%GolfNow users (+11% pts vs ’23)
- Fitted for golf clubs: 40% Golfers | 63% GolfNow users
- Interest in gettingfitted (among those who haven’t been fitted): 40% Golfers |60% GolfNow users
WHY HAVEN’T GOLFERS TAKEN LESSONS
(Percentages shown as Golfers | GolfNow users)
- Just not interested in taking golf lessons: 52% | 45%
- Too expensive: 38% | 40%
- Don’t know where to start: 11% | 13%
- Hard to find instructor: 9% | 15%Other: 8% | 10%
WHERE THEY TAKE LESSONS
(Percentages shown as Golfers | GolfNow users)
- Golf course: 51% (+11% pts vs ’23) | 56% (+16% pts vs ’23)
- Both golf course and non-golf course training facility: 28% | 31%
- Non-golf course training facility: 21% | 13%
A Shared Experience
GOLF IS A SHARED EXPERIENCE
Percentage wagering on golf with friends
46% Golfers (+5% pts vs ’24) | 67% GolfNow users
COMPETITIVE COMMITMENT: WHERE GOLFNOW USERS STAND OUT
- Belong to a golf club: 41% Golfers (+11% pts vs ’23) | 69% GolfNow users (+12%pts vs ’23)
- Have an official USGA handicap: 21% Golfers | 39% GolfNow users
- Played in a golf league: 26% Golfers | 48% GolfNow users
Off Course
Golfer Trends
GOLFERS’ BEHAVIORS ON AND OFF THE COURSE
- Have ever used golf simulators: 46% Golfers | 67% GolfNow users
- Have ever visited off-course golf venue: 58% Golfers | 80% GolfNow users
- Went to golf simulator 6+ times in the past year: 36% Golfers | 48% GolfNowusers
- Went to off-course venue 6+ timesin the past year: 32% Golfers | 43% GolfNowusers
The Appeal
OFF-COURSE GOLF VENUES ARE ALL ABOUT FUN
WHY VISIT OFF-COURSE GOLF VENUES
(Percentages shown as Golfers | GolfNow users)
- Having fun with family or friends: 59% | 56%
- To relax and unwind: 52% | 57%
- Practice my golf skills: 42% | 50%
- Unique experience: 40% | 50%
- Special occasion: 33% | 39%
Media Consumption
Top Performance
GOLFNOW USERS CONSUME MORE GOLF CONTENT
TOP SOURCES FOR GOLF CONTENT
(Percentages shown as Golfers | GolfNow users)
- Watch on social media: 51% | 70%
- Watch on cable: 44% | 52%
- Websites, magazines: 34% | 49%
- Stream on an app: 30% | 51%
- Podcast: 23% | 41%
TOP GOLF CONSUMED
(Percentages shown as Golfers | GolfNow users)
- Live tournaments: 63% | 68%
- News highlights and analysis: 46% | 58%
- Instructionvideos: 41% | 52%
- Content creators: 32% | 46%
- Scripted or unscripted: 28% | 41%
TOP SOCIAL MEDIA FOR GOLF CONTENT
(Percentages shown as Golfers | GolfNow users)
- YouTube: 75% | 73%
- Facebook: 61% | 59%
- Instagram: 59% | 62%
- TikTok: 51% | 49%
- X: 29% | 30%
Key Takeaways
Golf’s popularity keeps rising, bringing waves of new players to the game and fuelingthe boom in fun, entertainment-focused golf venues.The GolfNow golfer plays more golf and plays more courses than the average golfer.They’rewilling to spend more on their round and at the course on things like food andbeverage, golf balls, pro shop merchandise, and more. They are also committed toplaying more golf in 2026.Technology is now part of everyday life, and golfers expect the sameseamlessexperience on the course: booking tee times, ordering food or merchandise, and usingGPS and digital scoring—all with a few quick taps.The drive to get better has never been stronger. More golfers are taking lessons, andleagues are thriving, with one in four players having competed in a league over the pastyear.The game is healthier, more diverse, and more accessible than ever—and withconvenient booking and time-saving tools, GolfNow continues to make it easier forevery golfer to get out, play more often, and enjoy the game they love.
- Having fun with family or friends: 59% | 56%
- To relax and unwind: 52% | 57%
- Practice my golf skills: 42% | 50%
- Unique experience: 40% | 50%
- Special occasion: 33% | 39%
