For as long as I can remember, the golf industry’s rallying cry has been ‘grow the game.’ We looked at ageing female memberships and panicked. We needed youth and women who didn't look at a golf course as an exhibit of outdated social expectations but as a place to actually have fun.
Well, the future has finally walked through the pro shop doors. They’re wearing fashion-forward golf gear, they’re documenting their rounds on social media, and they’re bringing a vibrance that the game has desperately lacked. So why are we suddenly trying to show them the exit?
