Prepared for: United States Golf Association Prepared by: National Golf Foundation Date: January 27, 2026
NGF is the golf industry's definitive source of consumer and market intelligence. We are the only organization that integrates golfer behavior data — 28+ million golfers tracked across 35+ years of longitudinal research — with facility-level supply intelligence across 16,000+ golf courses mapped by ownership, pricing, and performance. This gives our clients a complete picture of who plays golf, where they play, how they spend, and what drives their decisions.
Our proprietary research panel of 26,000+ verified golfers — every respondent screened for actual golf participation — delivers insights that general market research firms cannot replicate. This isn't a consumer panel that includes people who "might play golf." It's a panel of people who do.
Thousands of golf industry leaders, from the largest equipment manufacturers to national governing bodies, trust NGF with their proprietary research needs. That trust is built on decades of golf-specific expertise and a research methodology designed exclusively for the golf consumer.
NGF offers 10 distinct research programs relevant to USGA's mission of championing and advancing the game of golf. Each program is designed to answer specific strategic questions tied to the USGA's core responsibilities — rules, handicapping, championships, equipment standards, and participation promotion — and can be executed independently or combined into a multi-phase engagement.
What it answers: How do golfers perceive the USGA, and how is that perception changing over time?
| Detail | Description |
|---|---|
| Scope | Biannual brand health measurement — awareness, favorability, trust, relevance, and competitive positioning among golf's institutional brands |
| Methodology | Quantitative survey (n=500+), NGF golfer panel, longitudinal tracking design |
| Deliverables | Brand equity scorecard, wave-over-wave trend analysis, perception attribute mapping, golfer segment breakdowns |
| Cadence | Biannual (spring + fall) or annual |
| Typical Investment | $45,000 - $65,000 |
Why it matters for USGA: Continuous visibility into how golfers perceive the organization — its relevance, trustworthiness, and connection to the everyday golfer. Essential for a governing body whose authority depends on the goodwill and trust of the golfing public.
NGF track record: ACTIVE. Brand Equity Tracker established in 2024 with Wave 1 and Wave 2. Continued in 2025 with Spring and Fall waves — four waves of longitudinal data now in hand. Expected annual renewal for 2026.
What it answers: What is the brand impact of USGA championships on attendees and viewers?
| Detail | Description |
|---|---|
| Scope | U.S. Open, U.S. Women's Open, U.S. Amateur — attendee experience, broadcast viewer perception, brand lift measurement, sponsorship value validation |
| Methodology | Pre/post event surveys (n=300-500), on-site intercepts (optional), broadcast viewer panel |
| Deliverables | Championship brand impact report, attendee satisfaction analysis, sponsorship ROI framework, broadcast audience perception, event-driven brand lift measurement |
| Cadence | Per championship (annual for U.S. Open) |
| Typical Investment | $50,000 - $80,000 |
Why it matters for USGA: Championships are the USGA's most visible public-facing platform and a significant revenue driver through media rights and sponsorships. Understanding how events affect brand perception — among both attendees and broadcast audiences — validates sponsorship value, informs event strategy, and measures the USGA's cultural impact beyond competition.
NGF track record: Never conducted with USGA. Major opportunity. NGF has conducted event and brand impact research for PGA of America, PGA TOUR, and LPGA.
What it answers: How do golfers experience and perceive the GHIN handicap system?
| Detail | Description |
|---|---|
| Scope | GHIN user profiling, satisfaction measurement, adoption barriers, digital experience evaluation, non-user awareness and conversion potential |
| Methodology | Quantitative survey (n=500+), GHIN user and non-user samples |
| Deliverables | GHIN user profile, satisfaction scorecard, barrier analysis, conversion opportunity sizing, digital experience assessment, competitive positioning vs. alternative platforms |
| Cadence | Every 2-3 years |
| Typical Investment | $40,000 - $65,000 |
Why it matters for USGA: GHIN is the USGA's primary direct-to-golfer touchpoint and a critical revenue platform. Understanding who uses it, why others do not, and how the digital experience compares to alternatives is essential for growth strategy and technology investment decisions.
NGF track record: Handicap Profiling study conducted in 2024. Foundational data established; follow-up in 2-3 years would track evolution.
What it answers: Do golfers understand the Rules of Golf, and has the 2019 modernization effort resonated?
| Detail | Description |
|---|---|
| Scope | Golfer understanding of current rules, awareness of 2019 modernization changes, rules confidence levels, information sources for rules questions, impact on pace of play and enjoyment |
| Methodology | Quantitative survey (n=500+) with rules knowledge assessment modules |
| Deliverables | Rules awareness scorecard, knowledge gap analysis, information source mapping, segment-level comprehension profiles, modernization impact assessment |
| Cadence | Every 3-4 years |
| Typical Investment | $35,000 - $55,000 |
Why it matters for USGA: The 2019 Rules Modernization was the most significant overhaul in decades — intended to simplify the game and improve pace of play. Seven years later, the USGA has no systematic data on whether golfers understand the new rules, whether the changes accomplished their goals, or where confusion persists. This research directly measures the impact of a core USGA mission.
NGF track record: Never conducted with USGA. Clear opportunity to measure the real-world impact of the USGA's most significant rules initiative in modern history.
What it answers: How do golfers perceive USGA equipment testing, and what do they think about the ball rollback and distance debate?
| Detail | Description |
|---|---|
| Scope | Golfer awareness of USGA equipment standards, perception of the USGA's role in equipment regulation, ball rollback/distance awareness and opinion, impact on USGA brand perception |
| Methodology | Quantitative survey (n=500+), segmentation by skill level and engagement |
| Deliverables | Equipment standards awareness report, ball rollback perception analysis, brand impact assessment, golfer segment opinion profiles, communication effectiveness evaluation |
| Cadence | As needed (particularly around major policy decisions) |
| Typical Investment | $40,000 - $60,000 |
Why it matters for USGA: The ball rollback / distance debate is one of the most prominent and polarizing issues in golf today. The USGA's Model Local Rule on golf ball distance (effective 2028 for elite competition) has generated significant industry discussion. Understanding how everyday golfers perceive this decision — and the USGA's broader role in equipment regulation — is essential for communication strategy and brand protection during a period of heightened public scrutiny.
NGF track record: Never conducted with USGA. EXTREMELY TIMELY given the active distance/rollback discussions. This is a time-sensitive research opportunity.
What it answers: Do USGA members feel they are getting value, and what would drive retention and growth?
| Detail | Description |
|---|---|
| Scope | Member satisfaction measurement, perceived value assessment, benefit awareness and utilization, retention drivers, acquisition barriers, competitive benchmarking |
| Methodology | Quantitative survey (n=500+), member and lapsed member samples |
| Deliverables | Member satisfaction scorecard, value perception analysis, benefit utilization audit, retention risk profiling, acquisition opportunity sizing, recommendation framework |
| Cadence | Every 3-5 years |
| Typical Investment | $40,000 - $65,000 |
Why it matters for USGA: Membership is both a revenue stream and a measure of golfer engagement with the institution. The last NGF member research was conducted in 2012 — over 13 years ago. The golfer market, digital expectations, and competitive landscape for membership organizations have transformed entirely since then. Modern membership value research is long overdue.
NGF track record: Member Research conducted in 2012. 13+ years since last study — severely overdue given the pace of change in golfer expectations and digital engagement.
What it answers: How are golfers embracing alternative formats, and what are their attitudes toward pace and accessibility?
| Detail | Description |
|---|---|
| Scope | 9-hole golf adoption, alternative format participation (scramble, match play, speed golf), pace of play attitudes, accessibility preferences, format preferences by segment |
| Methodology | Quantitative survey (n=500+), NGF golfer panel |
| Deliverables | Format adoption report, pace of play attitude analysis, segment-level format preferences, accessibility opportunity identification, trend analysis vs. prior research |
| Cadence | Every 3-4 years |
| Typical Investment | $35,000 - $55,000 |
Why it matters for USGA: The USGA is a champion of growing participation and making the game more accessible. NGF conducted 9-Hole Golf research in 2014 — over 11 years ago. The playing landscape has shifted dramatically since then: post-COVID participation surges, alternative format growth, and evolving golfer time constraints. Updated data is essential for the USGA's participation promotion mission.
NGF track record: 9-Hole Golf study conducted in 2014. 11+ years since last study — overdue for update given post-COVID participation changes and evolving format preferences.
What it answers: How effective are USGA junior programs, and what is the pathway to competitive and lifelong golf?
| Detail | Description |
|---|---|
| Scope | USGA Junior championship awareness, junior program participation, pathway from youth engagement to competitive golf, parent attitudes, barriers to youth entry, retention from junior to adult golf |
| Methodology | Dual-audience survey: junior golfers/parents (n=300+) and general golfer panel (n=300+) |
| Deliverables | Junior golf landscape report, program awareness and participation analysis, pathway mapping, parent decision factor hierarchy, barrier identification, retention analysis |
| Cadence | Every 3-4 years |
| Typical Investment | $35,000 - $55,000 |
Why it matters for USGA: The next generation of golfers is the future of the game. The USGA conducts U.S. Junior Amateur championships and supports youth development initiatives, but has never conducted systematic research through NGF on junior program effectiveness, parent attitudes, or the pathway from youth to lifelong golf. This research would directly inform the USGA's participation promotion mission.
NGF track record: Never conducted with USGA. NGF has deep expertise in participation research and youth engagement studies for other organizations.
What it answers: Who are USGA members and GHIN users, and what motivates their engagement with the game?
| Detail | Description |
|---|---|
| Scope | Psychographic segmentation of USGA members and GHIN users, engagement motivation clustering, value orientation profiling, segment sizing and targeting |
| Methodology | Quantitative survey (n=500+) with cluster analysis, segment validation |
| Deliverables | Segment profiles, typing tool, segment sizing, persona documents, engagement strategy recommendations per segment |
| Cadence | Every 3-5 years |
| Typical Investment | $50,000 - $75,000 |
Why it matters for USGA: Not all golfers engage with the USGA in the same way. Some are passionate about the rules and tradition, others care only about their handicap index, and many barely know what the USGA does. A segmentation study would identify distinct groups within the USGA's audience, enabling tailored communication, targeted membership growth strategies, and more efficient resource allocation.
NGF track record: Never conducted with USGA. NGF has completed segmentation studies for TaylorMade, PXG, Callaway, PING, adidas, and other major golf brands.
What it answers: How do golfers experience USGA digital platforms, and where are the opportunities to improve?
| Detail | Description |
|---|---|
| Scope | GHIN app experience evaluation, USGA.org website usability, digital content engagement, Rules Hub utilization, competitive digital benchmarking |
| Methodology | Quantitative survey (n=500+) with digital behavior modules, optional UX component |
| Deliverables | Digital experience scorecard, platform-specific satisfaction analysis, feature prioritization, competitive digital benchmarking, improvement roadmap |
| Cadence | Every 2-3 years |
| Typical Investment | $35,000 - $55,000 |
Why it matters for USGA: Digital platforms — especially the GHIN app — are the USGA's primary direct-to-golfer touchpoints. Understanding how golfers use these platforms, what they value, and where friction exists is critical for technology investment prioritization and user growth. As the USGA competes for golfer attention in an increasingly crowded digital landscape, data-driven digital strategy is essential.
NGF track record: Never conducted with USGA. NGF has conducted digital experience and consumer journey research for multiple golf organizations and brands.
The USGA and NGF share a 16-year research partnership spanning 2009-2025, encompassing 10 documented proprietary research projects. This relationship has evolved from occasional one-off studies to an established ongoing tracking program — the Brand Equity Tracker — which has produced four waves of longitudinal data in 2024-2025.
| Research Type | Years Active | Projects | Details |
|---|---|---|---|
| Brand Equity Tracking | 2024-2025 | 4 waves | ACTIVE — W1 2024, W2 2024, Spring 2025, Fall 2025. Biannual longitudinal tracking |
| Championship/Event Research | — | — | Never conducted |
| Handicap System Research | 2024 | 1 | Handicap Profiling study (2024) |
| Rules of Golf Awareness | — | — | Never conducted |
| Equipment Standards Perception | — | — | Never conducted |
| Membership Value Proposition | 2012 | 1 | Member Research (2012) — 13+ years ago |
| Participation & Playing Format | 2014 | 2 | 9-Hole Golf (2014) + Facility Collection (2014) — 11+ years ago |
| Junior/Youth Golf Research | — | — | Never conducted |
| Consumer/Golfer Segmentation | — | — | Never conducted |
| Digital Experience Research | — | — | Never conducted |
| Project | Year | Category |
|---|---|---|
| Benefit Research | 2009 | Foundational value/perception study |
| Weather Monitoring | 2017 | Participation and weather impact analysis |
| 25-40 Age Cohort | 2022 | Demographic participation study |
Unlike some NGF client relationships marked by gaps and dormancy, the USGA partnership is on an upward trajectory. The 2024-2025 period represents the most active research engagement in the 16-year history — three projects in 2024, two tracker waves in 2025, and an established expectation of continuation. The question is no longer whether USGA will work with NGF, but how broadly.
Of 10 governing-body-relevant research types, USGA has utilized 3 historically. Five research areas have never been explored, and two are significantly overdue for refreshing.
| Research Type | Last Conducted | Gap | Status | Priority |
|---|---|---|---|---|
| Brand Equity Tracking | 2025 (Fall) | Current | ACTIVE — 4 waves of longitudinal data. Annual renewal expected | MAINTAIN |
| Championship/Event Research | Never | — | NEVER CONDUCTED — Major opportunity for U.S. Open brand impact measurement | HIGH |
| Handicap System Research | 2024 | 1 year | CURRENT — Follow-up in 2-3 years to track GHIN evolution | MONITOR |
| Rules of Golf Awareness | Never | — | NEVER CONDUCTED — 7 years post-modernization with no impact measurement | HIGH |
| Equipment Standards Perception | Never | — | NEVER CONDUCTED — VERY TIMELY given ball rollback/distance discussions | CRITICAL |
| Membership Value Proposition | 2012 | 13+ years | SEVERELY OVERDUE — Golfer expectations transformed since 2012 | HIGH |
| Participation & Playing Format | 2014 | 11+ years | OVERDUE — Post-COVID participation landscape is unrecognizable | MODERATE |
| Junior/Youth Golf Research | Never | — | NEVER CONDUCTED — Opportunity to inform youth development mission | MODERATE |
| Consumer/Golfer Segmentation | Never | — | NEVER CONDUCTED — No systematic understanding of USGA audience segments | MODERATE |
| Digital Experience Research | Never | — | NEVER CONDUCTED — GHIN app and USGA.org are primary golfer touchpoints | MODERATE |
Five of 10 research types have never been conducted. Two more are a decade or more overdue. The Brand Equity Tracker is a strong foundation — the expansion opportunity is significant.
Combined investment: $85,000 - $125,000
Rationale: The Brand Equity Tracker is an established program with four waves of longitudinal data — it is the foundation of the research relationship and should be renewed for 2026 without interruption. Pairing the renewal with a Ball Rollback/Equipment Standards Perception study capitalizes on the most time-sensitive research opportunity in the USGA's portfolio. The Model Local Rule on golf ball distance (effective 2028 for elite competition) is generating active industry discussion. This is the moment to measure how everyday golfers perceive the decision — before the rule takes effect.
What USGA would learn: - Continued brand health trajectory — 5th and 6th waves of longitudinal equity data - How golfers perceive the ball rollback decision and the USGA's role in equipment regulation - Whether the distance debate is affecting USGA brand trust and favorability - Segment-level reactions — do avid golfers, casual players, and equipment enthusiasts differ in their views? - Communication strategy insights — what messaging resonates vs. what creates backlash
Combined investment: $85,000 - $135,000
Rationale: The U.S. Open is the USGA's flagship public-facing event and the centerpiece of its media rights and sponsorship revenue. Yet the USGA has never conducted systematic research on the championship's brand impact — among either attendees or broadcast viewers. Pairing championship research with a Digital Experience study (GHIN app, USGA.org) creates a comprehensive view of the USGA's two most important direct-to-consumer touchpoints: its premier event and its digital platforms.
What USGA would learn: - U.S. Open brand lift measurement — does attending or watching change USGA perception? - Attendee satisfaction and experience quality assessment - Sponsorship value validation through consumer perception data - GHIN app satisfaction, feature utilization, and improvement priorities - USGA.org engagement patterns and digital content effectiveness - Competitive digital benchmarking against alternative golf platforms
Combined investment: $75,000 - $120,000
Rationale: Two of the USGA's most foundational responsibilities — serving its members and governing the rules — have not been researched in over a decade (membership: 2012) or ever (rules awareness). The 2019 Rules Modernization was the most significant overhaul in decades, yet the USGA has no systematic data on whether golfers understand the new rules. Membership value research is 13 years overdue — golfer expectations for what a membership organization delivers have been completely transformed by digital experiences and competitive alternatives.
What USGA would learn: - Whether USGA members perceive sufficient value for their membership investment - Which benefits drive retention and which are underutilized or unrecognized - Whether golfers understand the modernized Rules of Golf — 7 years after implementation - Whether rules modernization achieved its stated goals of simplification and pace improvement - Where rules confusion persists and how the USGA can better educate golfers - Membership acquisition barriers and lapsed member re-engagement opportunities
| Scenario | Studies Included | Investment Range |
|---|---|---|
| Tracker Only | Brand Equity Tracker renewal (2026 Spring + Fall) | $45,000 - $65,000 |
| Strategic | Tracker + Ball Rollback Perception + Championship Research | $120,000 - $195,000 |
| Comprehensive | Tracker + Ball Rollback + Championship + Digital Experience + Membership Value + Rules Awareness | $195,000 - $330,000 |
All scenarios can be phased across 2026-2027 to align with budget cycles. The Strategic and Comprehensive scenarios represent significant expansion beyond the current tracker-only engagement.
We look forward to discussing the USGA's 2026 research agenda — beginning with Brand Equity Tracker renewal and expanding into the significant untapped research opportunities outlined above. NGF's research leadership is prepared to walk through this overview, the historical audit, and a phased engagement plan tailored to the USGA's priorities and budget cycle.
Contact: Reid Gorman, SVP Business Intelligence & Operations National Golf Foundation rgorman@ngf.org
Confidential — Prepared exclusively for the United States Golf Association by the National Golf Foundation January 2026