Page 8 - 2025 GBC spring English

Message From The CEO, NGCOA Canada • Jeff Calderwood
The
First
Tee
Research to Predict
an Unpredictable 2025
Optimism vs concern. High tech
vs high touch. Progress vs tradition.
Spending vs tightening. Acquisition vs
retention. Golf vs competing interests.
Pre-pandemic vs post. Canada vs USA…
There is no shortage of contradictory
indicators that golf course owners and
operators must navigate as we head into
the 2025 golf season. So, what do these
opposing forces mean for your business
strategies this year?
To help you decode those mixed
signals, Golf Business Canada enlisted
Jon Last, North America’s leading
expert in market research for the sport
and leisure industries, to author this
issue’s cover story. His firm combines
qualitative surveying with quantitative
research to flush out the most
recent golfer attitudes and expected
behaviours, providing valuable insights
for golf course owners and operators.
As you will read, 2025 demand
should remain quite strong. But consumer
confidence is generally weakening under
the mounting economic pressures. Yet
certain segments of golfers are still
intending to spend more. Identifying and
capitalizing on those better customers
while preparing to play some defense
to protect weaker golfer segments
may require more creative business
strategies than usual.
For example, Mr. Last’s research
suggests that golfer sensitivity to
price may be increasing to the point
where hitting a firm ceiling may impact
some golf courses. This year, it may
be particularly important to closely
examine the price elasticity within your
own market.
Golfer preferences also appear to
be propelling further development of
certain growth opportunities such as
smart ranges, screen golf, 9-hole rounds,
family golf, forward tees, F&B service,
equipment sales and game improvement
deliverables. Some of these may
present untapped opportunities for your
operation.
Since this research has been
conducted across North America, our
cover story does reference various
Canadian data points in comparison
to those of USA golfers. Trends in golf
often start south of the border, which
can provide Canadian golf course
owners and operators with a glimpse
into the future and lessons learned from
American early adopters.
Naturally, any commentary these
days about the American marketplace
inevitably touches on President Trump’s
distinct approach to foreign policy. Mr.
Last’s research was conducted just
prior to Trump’s recent tariff strategies
and controversial comments regarding
the “51st state”, but both the Canadian
and American economies may face
unprecedented volatility in 2025. This is
certainly worth contemplating in terms
of the potential effect on your own
business.
To further support the industry,
NGCOA Canada’s Research Department
has partnered with Jon Last and his
Sports & Leisure Group to conduct
further golf industry research in Canada.
Any golf course, supplier, advertiser,
sponsor or other stakeholder with a
vested interest in golfer attitudes and
trends now has the opportunity to
engage us for highly sophisticated and
customized market research studies and
analysis.
I hope you enjoy this entire issue
of Golf Business Canada, and all the
best for another successful golf season
ahead!
Jeff Calderwood, CEO NGCOA Canada
jcalderwood@ngcoa.ca
8
Golf Business Canada