World Golf Foundation CEO: Millennials Will Be The "Core"

In today's what golf will do to be loved by the 18-to-34 year olds, World Golf Foundation CEO Steve Mona says they're coming and the game should adjust to their every need.

Tod Leonard reports for the San Diego Union Tribune on the bullish tone Mona has for the state of the game.

They key segments to all of golf are youth and the millennials, which the NGF deems as those between 18 and 34 years old. The NGF did a comprehensive study of millennials and found that six million are currently playing and contributing about $5 billion annually to the golf industry. Another 12 million millennials expressed interest in taking up the game at some point.

"This kind of sky-is-falling talk that millennials aren’t playing the game, the facts belie that," Mona said. "It would be disingenuous of me to say, though, that there aren’t issues to address."

The NGF study reported that millennials value the tenets of the game as much as their older peers, but are turned off by perceptions of stodginess or lack of acceptance. Among the areas that need to be addressed, Mona said, are dress codes, use of technology on the course and even the use of music while playing.

"There are courses that already are reshaping their whole experience to be extremely millennial-friendly," Mona said. "There are others who haven’t so much. But if you talk to any operator who is paying attention to the business, most of them will tell you they are making adjustments to appeal to the millennial audience.

"They’re the next group coming along, and they’re going to be the core."

Yes, in about 20 years! In the mean time...