USGA Segmentation Research: Executive Summary

Date: January 2026 | Source: NGF Golf World Segmentation Study (2025) | Classification: Internal Strategy Document

The Opportunity

74.8 million Americans are interested in golf but feel unwelcome. NGF's 2025 segmentation research reveals a broken pipeline that threatens golf's future and presents USGA with a defining strategic opportunity.

The Core Challenge

Segment	Size	Converting to Regular Golf
Fusionists	16.4M	Only 14% play regularly
MVPs	58.4M	Only 3% play regularly (77% have NEVER played)
Total Opportunity	74.8M	Interested but not entering the pipeline

Meanwhile, USGA's current core audience (Premiers, Grinders, Therapeutics) totals just 23M people and is aging rapidly: 62% of Premiers are Boomers, 64% of Locals are Boomers.

Bottom Line: Without new golfers entering the pipeline, USGA's constituency shrinks every year.

Key Insights

1. Golf Culture is the Barrier

Only 22% of MVPs feel golf culture welcomes their skill level
Rules and etiquette are perceived as intimidating gatekeeping, not welcoming structure
Fear of "doing it wrong" prevents trial

2. Tradition is an Asset (If Reframed)

52% of Fusionists cite "vintage cool factor" as a motivator
Gen Z actively seeks "old money vibes" and heritage connection
They WANT tradition - but accessible, not gatekept
USGA's 130-year heritage is perfectly positioned for this

3. The "Invite" is Everything

50% of interested non-golfers are "one invite away" from regular golf
Men ages 35-44: 64% would start with an invitation
USGA can facilitate the "invite" through programs and cultural permission

Strategic Recommendations

Initiative	Opportunity
GHIN Lite	Simplified handicap for casual golfers - no club affiliation required. If 10% of MVPs adopt = 5.8M new USGA members
Rules for Beginners	"Only 5 Rules You Need" - shift from intimidating to welcoming
Welcome Programming	"USGA Certified Beginner-Friendly" course designation
Off-Course Partnerships	Engage Topgolf, simulators as pipeline entry points
Championship Storytelling	Showcase relatable journeys, not just elite performance

The Welcome2Golf Partnership

NGF has spent 31 years building the solution to this problem.

Welcome2Golf is a research-backed program with a proven 27% conversion rate (vs. 25% industry average). NGF validated the model across 13 facilities but lacks distribution scale. USGA has relationships with 16,000+ facilities.

Proposed Model: "Welcome2Golf - A USGA Initiative Powered by NGF Research"

NGF Provides	USGA Provides	Combined Impact
31 years of conversion research	3.3M+ GHIN app users	Immediate distribution
11-chapter beginner curriculum	Facility relationships	Scaled adoption
Proven 27% conversion methodology	"For the Good of the Game" brand	Mission-aligned activation

The Business Case

Scenario	Impact
10% of MVPs adopt GHIN Lite	+5.8M handicap holders
10% of Fusionists become regular	+1.6M core golfers
Combined	Largest membership expansion in USGA history

Revenue implications: Handicap fees, expanded championship audiences, increased sponsor relevance for younger demographics.

The Strategic Choice

Current State: Serve 23M core golfers as guardian of tradition

Future State: Welcome 74.8M interested Americans as the place where golf journeys begin

"We've protected the game for 130 years. Now we're opening the door wider so more people can experience what makes golf timeless."

Competitive Pressure

If USGA doesn't lead on accessibility: - PGA of America could own the "welcoming" positioning - Topgolf becomes the de facto "welcome to golf" brand - Tech platforms create alternative handicap systems outside USGA

The organization that solves golf's accessibility problem will define the next era of the sport.

Next Steps

Executive Briefing: Present segmentation findings to USGA leadership
Welcome2Golf Discussion: Explore partnership structure and pilot integration
GHIN Lite Feasibility: Assess technical and organizational requirements
Pilot Design: Define 5-facility test for "Welcome2Golf by USGA"

For the full strategic analysis and detailed recommendations, see: SEGMENTATION_STRATEGIC_POSITIONING.pdf

Contact: Reid Gorman, SVP Business Intelligence & Operations, National Golf Foundation