The 2024 Purchasing Power of Women in Golf

How Female Golfers Play and Consume Equipment

The golf industry is enthusiastic about the sales opportunities that exist among women golfers and every brand is looking to tap into this, often misunderstood and under-represented, consumer segment.

Women golfers provide significant upside potential within the equipment category and will be critical to the future of golf’s growth in the US, particularly with the increased number of new golfers playing the sport following the pandemic.

This exciting study dives deep into the women’s golf market, estimating total sales at more than $2.14 billion for combined golf equipment and golf apparel. 

Objectives

This important study’s primary objective is to gain insights into the attitudes and opinions of the female golfers: understanding her passion for the game, as well as the products and brands she uses and purchases.

It evaluates women’s attitudes regarding future expectations around golf and equipment technology, and shows how women golfers stay in contact with the sport via their media preferences.

The study drills down into perceptions of how women golfers are treated at golf courses and in retail operations, as well as their attitudes to golf brands and equipment. Additionally, we investigate what they buy and where they make their purchases, with extensive cross tab investigation of the various options.

This report also offers a comprehensive understanding of the attitudes of women golfers towards golf brands by individual product category. In addition, we have developed retail sales projections by product group based on Golf Datatech/Circana’s exclusive retail market share reports of the On, Off, Sporting Goods, Mass Merchant and Ecomm sales.

Methodology

Online interviews with 1,477 Active Women Golfers who were invited to take a survey on Golf Datatech’s secure servers. All respondents were entered into a drawing for premium grade golf merchandise.

Unlike typical Golf Datatech consumer surveys that focus on “Serious Golfers”, the 2024 Purchasing Power of Women in Golf takes a much broader view of the market, including new golfers, younger golfers (18-40), and those who play less frequently (15 or less rounds). As such, this report does not focus on a singular women’s market for golf products. Instead, it provides views into several of the key segments that a manufacturer might consider when segmenting the market.

This report contains an independent analysis of all findings, including several traditional cross tabs, such as handicap, age, annual rounds played, facility played most often, as well as multiple new cross tabs, including young women golfers (under 40), new women golfers (4 years or less), as well as several others,