Basel, Switzerland: Across the world, golf clubs and courses continue to experience record demand.

In the United States, the world’s largest market with 14,000 green grass courses and nearly 27 million customers, rounds were up in 2023, on-course participation was up and female engagement was at an all-time high, according to the National Golf Foundation.

Yet golf is hitting headwinds with accusations of complacency, failure to retain new customers and to demonstrate its environmental credentials in the face of growing online opposition. 

But could the emergence of a new ‘Well-Being Economy’ – where businesses are measured not solely on the bottom line but also their benefits to people and the planet – enable golf course businesses to reflect their true value?

Syngenta’s new multi-media feature Golf and the New Well-Being Economy highlights golf’s big opportunity to demonstrate to government and local communities the important role clubs and courses have to play in sustainability.

READ & VIEW THE MULTIMEDIA FEATURE

“Golf’s post-pandemic surge highlights the game’s enduring appeal, offering not only a sport, but a refuge where people can connect socially, enjoy the outdoors and enhance their well-being,” said Mark Birchmore, Global Head of Marketing, Turf & Landscape at Syngenta, an Executive Member of the Asian Golf Industry Federation.

He added: “Clubs must look beyond the traditional focus on history and competition, embracing the emotional connections that modern players seek.

“From an environmental sustainability perspective, technology offers promising solutions, from water management innovations to enhanced customer experiences; but investment and foresight are key.

“If we can continue to foster inclusivity and ensure the sport is welcoming to all, while addressing the sustainability issues head-on, golf’s future will be as bright as its present. And this is what this insightful feature underlines.”

To read this feature, Syngenta market studies and to listen to the podcast visit: www.syngentagolf.com