Date: 2026-01-09 (extracted from SEGMENTATION_STRATEGIC_POSITIONING.md) Status: Concept Development - For Future Discussion Classification: Internal Strategy Document
This document outlines a potential strategic partnership between NGF's Welcome2Golf initiative and the USGA. The concept was developed based on the NGF Golf World Segmentation Study (2025) findings, which revealed that 74.8 million Americans are interested in golf but feel unwelcome.
Note: This partnership concept is being preserved separately from the core USGA segmentation research positioning. The Welcome2Golf partnership is a distinct strategic opportunity that requires separate stakeholder discussions.
The segmentation research reveals that USGA needs to address golf's accessibility problem. NGF has already built the solution: Welcome2Golf.
Welcome2Golf is NGF's 31-year player development initiative designed to solve the exact problem the segmentation research identifies: converting interested non-golfers into committed players by addressing comfort and expectations, not swing mechanics.
| NGF Has Built | USGA Can Provide | Combined Impact |
|---|---|---|
| 31 years of research on why beginners fail | Brand credibility and trust | Authoritative "Welcome to Golf" platform |
| 11-chapter beginner curriculum | GHIN app with 3.3M+ users | Immediate distribution channel |
| 27% conversion rate (vs. industry 25%) | Championship broadcast reach | Mass awareness |
| Facility training program | Relationships with 16,000+ facilities | Scaled facility adoption |
| Consumer journey roadmap | "For the Good of the Game" mission | Mission-aligned activation |
| Segmentation insights (who to target) | Organizational resources + funding | Sustainable investment |
(W2G data: NGF Welcome2Golf Initiative Brief, 2025; NGF Welcome2Golf Pitch Deck, Oct 2022, slides 8, 12)
Why beginners fail (W2G research, 1994-2025): 1. Never felt comfortable at the facility or around other golfers 2. Did not feel they played well enough to enjoy the game 3. Rarely experienced "shot euphoria"
(NGF Welcome2Golf Board Presentation, Dec 2020)
Why Opportunity segments don't engage (Segmentation research, 2025): 1. Only 22% of MVPs feel golf culture welcomes their skill level (NGF Segmentation Capstone Report, 2025, p.103) 2. Rules/etiquette perceived as intimidating gatekeeping 3. Fear of "doing it wrong" prevents trial
The connection: These are the SAME barriers described two different ways. W2G was built to solve them.
Structure: - USGA sponsors and brands the Welcome2Golf platform - NGF provides research backbone, curriculum, and facility training - Revenue share or licensing arrangement funds NGF contribution - USGA integrates W2G into GHIN app, championships, member communications
Why USGA Should Care: 1. Pipeline protection: W2G feeds future GHIN members 2. Mission activation: "For the Good of the Game" becomes tangible program 3. Competitive positioning: Own the "welcome to golf" conversation before PGA of America or Topgolf does 4. Proven model: 27% conversion rate, 1,500+ students trained, ready for scale (NGF Welcome2Golf Pitch Deck, Oct 2022, slides 8, 12)
Why This Hasn't Scaled Under NGF Alone: - NGF's 3-year pilot program validated the model across 13 facilities (NGF Welcome2Golf Board Presentation, Dec 2020) - "Market-by-market advertising is not financially viable" (W2G Initiative Learnings, 2019) - NGF lacks the distribution reach to make W2G mainstream - W2G needs a partner with facilities relationships and consumer reach
USGA has both.
| Benefit | Mechanism |
|---|---|
| Ready-made accessibility program | 31 years of development, tested curriculum |
| Research-backed targeting | Segmentation identifies exactly who to reach (Fusionists, MVPs) |
| Conversion methodology | "Shot euphoria" first-lesson approach, comfort-first philosophy |
| Facility playbook | W2G Center model with training and certification |
| Consumer content | 11 chapters of video/written content in development |
| Measurement framework | Proven metrics (27% conversion, "one golfer a day" targets) |
| Benefit | Mechanism |
|---|---|
| Scale for W2G investment | USGA's reach turns investment into industry impact |
| Revenue stream | Licensing fees, research services, ongoing curriculum development |
| Mission fulfillment | "Grow the game" actually happens at scale |
| Research validation | Segmentation + W2G proves NGF's unique value |
| Partnership precedent | Model for other association partnerships |
Phase 1: Pilot Integration - USGA adds "New to Golf?" section to GHIN app - Links to W2G curriculum content - Test with 5 USGA-affiliated facilities as W2G Centers - Measure: App engagement, facility traffic, conversion rates
Phase 2: Championship Integration - U.S. Open broadcast includes "Welcome2Golf" messaging - Amateur championships promote W2G pathway - Create "USGA First Handicap" celebration moment (W2G graduate milestone)
Phase 3: Facility Network - USGA promotes W2G certification to affiliated facilities - "USGA Welcome2Golf Certified" designation - Integrate with course rating visits
Phase 4: Full Platform - "Welcome2Golf" becomes USGA's official new-golfer brand - Powered by NGF research and curriculum - Funded by USGA, with licensing/revenue share to NGF
"You've identified that golf's accessibility problem threatens the pipeline of future golfers. We've spent 31 years building the solution.
Welcome2Golf is a research-backed, facility-tested program designed to convert interested non-golfers into committed players. We've proven a 27% conversion rate - better than industry average.
But NGF can't scale this alone. Our 3-year pilot program validated the model across 13 facilities. You have relationships with 16,000+.
What if Welcome2Golf became 'A USGA Initiative Powered by NGF Research'? You get a ready-made accessibility program. We get the scale to fulfill our shared mission. Together, we fix golf's pipeline problem.
The segmentation research proves the opportunity. Welcome2Golf is the activation. All that's missing is your reach."
| Model | NGF Revenue | USGA Investment |
|---|---|---|
| Licensing fee | $200-500K/year for W2G brand + curriculum | Program operations |
| Research services | Ongoing segmentation, measurement, facility certification | Pay-per-service |
| Revenue share | % of GHIN "Welcome" tier revenue | New product development |
| Joint venture | Shared P&L on W2G platform | Shared investment |
| Concern | Response |
|---|---|
| "Why partner vs. build our own?" | 31 years of research, tested curriculum, proven conversion rates. Building from scratch would take years to replicate. |
| "Does this dilute our brand?" | No - it extends your brand into a space you're not currently serving. "Welcome2Golf by USGA" is additive, not competitive. |
| "What's NGF's track record?" | 27% conversion rate, 1,500+ students, curriculum developed by 7 PGA/LPGA master professionals. The program works - it just needs scale. |
| "Is this our mission?" | "For the Good of the Game" includes growing the game. The segmentation proves 74.8M interested Americans feel locked out. This IS your mission. |
NGF Golf World Segmentation Study (2025) - Full title: "Unleashing the Potential of 120 Million Golf Consumers" - Presentation deck, January 2025
NGF Segmentation Capstone Report (2025) - Heart+Mind Strategies; n=2,000 US adults; field Sept 16-27, 2024 - Key pages cited: 103
NGF Welcome2Golf Materials - Welcome2Golf Initiative Brief (2025) - Welcome2Golf Pitch Deck (Oct 2022) - Welcome2Golf Board Presentation (Dec 2020) - W2G Initiative Learnings (2019)
Document extracted: 2026-01-22 Original source: SEGMENTATION_STRATEGIC_POSITIONING.md Status: Preserved for future partnership discussions