Jeff Price, CCO of the PGA of America, David Marr, CEO of Acushnet, and Ken Lovell, SVP of Golf Technology at the PGA Tour, dive into the golf revolution driven by data. They discuss how data analytics has transformed player performance and fan engagement, making golf more accessible. The trio highlights technology's role in customizing experiences for golfers and attracting new audiences. They also explore the innovative ShotLink system, enhancing how fans experience the game and shaping the future of golf.
Golf's renaissance during the pandemic saw significant participation increases, with over 800,000 new golfers enhancing its $90 billion industry status.
Data and analytics are revolutionizing golf, influencing player training and spectator experiences through real-time performance metrics and insights.
Customization in golf equipment manufacturing has surged from 15% to about 85%, aiming to enhance player performance and satisfaction through tailored solutions.
Deep dives
The Growth of Golf Amidst the Pandemic
Golf experienced a significant surge in popularity during the pandemic, adding 800,000 new golfers, particularly among women and juniors. This boost has positioned golf as a $90 billion industry, transforming perceptions of the sport from a traditional pastime to an inviting and dynamic activity. The panel highlighted efforts to engage these new golfers through innovative experiences beyond the classic 18-hole format, such as driving ranges and simulators. This expansion not only caters to existing players but also seeks to attract newcomers by showcasing the fun aspects of golf.
Data's Impact on the Modern Golf Experience
The use of data and analytics is reshaping how golf is played and consumed, affecting everything from player training to spectator experiences. Golf organizations utilize comprehensive data collection through technologies like ShotLink, measuring performance metrics in real-time. This information aids in improving players' techniques while providing insights that enhance fan engagement and satisfaction. By understanding player performance and audience interests through data, the golf industry aims to foster a deeper connection with both current and potential fans.
The Role of Customization in Equipment
Customization has become a core focus in the manufacturing of golf equipment, with a significant increase in custom-fitted products from 15% to around 85% in the past 20 years. This shift allows manufacturers to provide tailored solutions that help golfers perform better and enjoy the game longer. Enhanced access to quality instruction and customization options is anticipated to entice more newcomers to take up the sport. The combination of better equipment and personalized experiences is essential in ensuring golfer satisfaction and retention.
Technology and the Future of Golf Broadcasting
The evolution of technology is set to revolutionize golf broadcasting and viewer engagement, with initiatives aimed at offering personalized viewing experiences. Innovations such as AI and interactive features could enable fans to track their favorite players while accessing real-time data and stats about their performances. Streaming services like ESPN Plus are working to provide multiple feeds and enhanced content, catering to diverse viewer preferences. This move towards more interactive and customized broadcasts aims to attract younger audiences and keep fans engaged throughout the tournament.
The Importance of Holistic Athlete Development
The PGA of America emphasizes the necessity of developing well-rounded athletes to combat the high dropout rates associated with early sports specialization. By promoting engagement in multiple sports, the organization seeks to foster a lifelong love for golf among young players. This holistic approach connects skills and techniques from various sporting disciplines that translate into better golf performance. The forthcoming PGA Frisco facility aims to provide an inclusive environment where individuals can receive quality coaching, enjoy the sport, and become part of a vibrant golfing community.
Jeff Price - Chief Commercial Officer, PGA
David Maher - President & Chief Executive Officer, Acushnet Company
Ken Lovell - SVP of Golf Technology, PGA Tour
Suzy Whaley (moderator) - Honorary President, PGA of America
Golf has been booming at all levels in recent years, experiencing the largest net increase in participation in decades as over 500,000 new golfers hit the links in 2020. Golf looks much different than it did 17 years ago, due in large part to a data revolution. Beyond ball speeds and spin rates making Bryson Dechambeau a household name, advances in data collection and analysis are impacting all aspects – how the game is played and broadcasted, how fans are interacting with golf-related content, and how data is being used to attract new players and fans. This panel brings together leaders from the top golf associations and brands to discuss the embrace of data and the path forward from here.
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