The New York Post, not exactly known for
subtlety, unleashed an eye-catching head-
line last year that zeroed in on golf’s grow-
ing demographic challenge: “Millennials
are ditching golf because it’s too hard and
While there may be some truth to that,
the good news is that millennials aren’t
necessarily poised to ditch private clubs.
A recent study found that the intangibles
clubs offer — such as the chance to interact with people of similar interests — are
very much wanted by millennials.
So, do you attract them to clubs by
No, you don’t have to go to that extreme.
Clubs will be successful in attracting millennials if they offer more than golf, said
Jason Dorsey, co-founder of The Center
for Generational Kinetics.
That organization, along with the Club
Managers Association of America, con-
ducted a study on the topic and issued a
report titled, “Uncovering Generational
Attitudes About Club Memberships.”
While the report also examined baby
boomer and Gen X attitudes, it took a
keen interest in millennials, defined in the
study as individuals born between 1977
“Millennials, numbering nearly 80 mil-
lion in the United States, are the most
diverse generation in U.S. history,” the
report said. “They are already the fastest-
growing generation of consumer of large
purchases, the largest generation in the
workforce, and poised to outspend baby
boomers in 2017.”
While the study found that millennials
are interested in joining private clubs, it
They just seek a slightly different experience – one centered on the
social benefits of membership.
BY MIKE STETZ
Millennials do like clubs
The Clubs of Prestonwood in
Dallas offer many amenities
that millennials enjoy, such as
Who needs golf when you
can play Jenga!