Today In Millennialism Gone Awry Files: "Golf Industry Continues To Reimagine Its Brand"

Jeff Fromm of Forbes provides eight ways the golf industry can reimagine its brand in the way that TopGolf successfully has.

It's not often I can link to such laugh out loud fun, though it's just not that funny when you consider how many people will actually take this stuff seriously. For those who don't there's always this.

My favorite laughs...

Key industry stakeholders are attempting to revitalize the sport through innovation and new models that align with a Millennial Mindset ™.

That's right, we're trademarking Millennial Mindset! Go on...

Topgolf is a newer, Millennial-friendly innovation that is taking the industry by storm and aligning with the physical and social culture some millennial golfers want but can not get from traditional golf experiences.

Companies invested in the brand of golf must keep these eight considerations in mind.

Just eight!

Successful millennial brands align with four core millennial values: Authenticity, Uniqueness, Innovation and Meaningfulness.  The most successful brands have authority in all four pillars.

Too bad those things don't work with non-Millennials!

Gain inspiration from other brands that have actively reversed decreasing trends among millennial participation. Running, skiing and cycling are all actively recruiting more millennials every day. This isn’t easy but Millennials will spend money to participate if their social, sporting and self-actualization needs are met.

Ah their self-actualization needs. Why didn't I think of that?

Like I mentioned earlier, little change has occurred in regards to the brand of golf. It is still seen as a very traditional and formal sport, which does not typically align with a millennial mindset that has little equity in old schemas.

Old schemas? How do we fix that?

Golf will need some schema disruption to help accelerate change.

Of course, schema disruption. Brilliant! Will that help pay off their loans?

“Millennials are approaching the game completely differently. They have shirttails out and collars up, listening to music and enjoying golf as a social event,” said May. “The traditional game has to evolve and adapt to the way they want to enjoy the game – Topgolf is that experience.”

No one ever has enjoyed golf previously as a social event. These kids are good!

8. Implement a co-opetition plan

Golf needs a plan that is Millennial-centric. Ultimately, the fragmented nature of the golf industry will make winning with millennials challenging. While many people don’t realize there are five major separate parties including but not limited to the USGA, PGA, LPGA, The Masters and PGA TOUR they will need to come together to increase overall participation in support of the sport as a whole.

This will require an investment of time and money. Likely this investment will need to be supported in some measure by the other companies and stakeholders in the industry that would benefit from increased demand for golf.

And by that time, it'll all be about Generation Z. So my millennial strategy is simple: just wait a few more years and they won't matter as much as the next gen!