Women’s Golf Month: How to Boost Retention Among Women Golfers and Drive Growth

June is Women’s Golf Month—a time to celebrate the growing number of women and girls teeing it up and advocate for accessible pathways to golf. And the numbers show there is real progress to celebrate in 2026:

• 8M+ women and girls played green-grass golf in 2025
• 16M+ tried some form of golf in 2025
• Women and girls account for 28% of all on-course golfers
• Female participation in 2025 grew 4% YOY and 46% over 2019 figures

These figures from the NGF suggest that women represent a high-value growth segment for operators. But there’s a challenge the industry is still working to solve: women are twice as likely to become lapsed golfers.

That makes retention one of the biggest opportunities in golf today.

Facilities that deliver golf, retail, and hospitality experiences women value most will be better positioned to drive repeat play, increase on-site spend and build long-term customer loyalty.

To better understand what that looks like in practice, we surveyed more than 500 women golfers* on the factors that go into a great golf experience.

Jump ahead:

• Shorter formats, community and value are growth drivers
• Substandard service won’t make the cut
• Hospitality is central to the on-site experience
• Women want fit, function and value in the pro shop

Shorter formats, community and value are growth drivers

While traditional 18-hole rounds aren’t going anywhere, golfers are looking for more flexible ways to play.

For the segment of women playing less than they were two years ago, two key barriers emerged:

1. Rising costs: 39%
2. Less free time: 32%

So, what can facilities do?

The revenue opportunity that comes with keeping it short and social

When it comes to retaining women golfers, the NGF cites “transitional facilities” as part of the solution—executive courses, par-3 courses and other abbreviated routings.

This type of short-form golf can help operators better serve time-strapped players seeking flexibility, while also creating a more approachable pathway to the game for beginners.

Of course for most facilities, expansion isn’t exactly realistic. Building new routings or adding holes is easier said than done.

That’s where promoting 9-hole inventory comes in.

Offering 9-hole tee times during periods of softer demand can help operators:

• Increase occupancy
• Protect peak-rate inventory
• Create and promote league play
• Bundle experiences to create added value

It’s also a natural fit for the time-strapped golfer: Instead of passing on a 4+ hour round they can’t commit to, they can opt for a social, two-hour golf experience that better fits their lifestyle.

And the social social component matters…

Social-focused programming like leagues, beginner nights and “9-and-wine” events create opportunities to turn shorter rounds into community-driven initiatives that encourage repeat play and recurring revenue.

Substandard service won’t make the cut

Retention keeps tee sheets full. For all the factors that drive repeat play, a lot comes down to two questions:

• Did I feel welcome, comfortable and valued?
• Was service as organized and efficient as possible?

The women we surveyed place a high value on service, organization and atmosphere.

Demand and participation may be strong in the industry right now, but so is competition: a lacklustre experience will simply push golfers to other facilities.

Standing out doesn’t require anything flashy. More often, it comes down to delivering an experience that feels easy from start to finish: booking a tee time without friction, checking in smoothly, keeping pace and creating an atmosphere where golfers feel welcomed and looked after.

These figures confirm that operational excellence is part of the experience. The courses that create welcoming and low-friction environments are ones best suited to build loyalty.

F&B is central to the on-site experience

One of the most compelling findings is how strongly women value the off-course experience.

Women golfers are more likely to stay on property before or after their round, creating ample opportunities to drive food and beverage revenue.

What keeps them on-site?

• 68% cite food-and-beverage specials or happy hour offers
• 53% point to quality and variety of food-and-beverage options

This highlights the importance of viewing F&B as central to the experience you offer.

Social dining environments, pre-and post-round gathering spaces, seamless on-course F&B, thoughtful menus and value-added promotions all help to encourage longer stays, increased spend and repeat visits among women.

Women want fit, function and value in the pro shop

Women golfers are active, discerning buyers, with nearly half saying they purchase golf apparel every 3–6 months.

The issue? Only 21%say they regularly purchase apparel directly from pro shops.

To compete with online retailers and big-box stores, facilities need to rethink how they merchandise and market to women golfers.

Among women we surveyed:

Price, comfort and fit rank as the top priorities when choosing apparel

• 41% prefer modern athletic golf apparel styles
• 41% value loyalty rewards and member discounts
• 30% say they enjoy receiving promotional emails from golf courses

The most-purchased apparel brands were:

1. Nike: 66%
2. Adidas: 53%
3. Puma: 45%
4. Under Armour: 45%
5. lululemon: 39%
6. FootJoy: 10%

Facilities that invest in broader sizing, modern athletic apparel and a more strategic product mix are better positioned to drive purchases on-site.

The feel and functionality of the shop matter, too. Thoughtfully merchandised women’s sections, comfortable change rooms, welcoming layouts and visible women’s displays all influence whether customers feel catered to and not treated as an afterthought.

The bigger picture

Women’s Golf Month is about more than celebrating participation growth. It’s about recognizing the influence women have as golfers, consumers and drivers of the business of golf.

With stars like Nelly Korda and Charley Hull, alongside creators like Gabby Golf Girl, driving massive engagement across professional tours, social media and YouTube, a new generation of women and girls is discovering the game in ways that feel more visible and accessible than ever.

At the same time, participation is already at record highs.

For golf operators, the message is clear: fostering retention among women and girls is an incredible opportunity to drive growth. And this starts by creating an environment where they feel welcomed, valued and catered to as customers.

If you’re looking to improve retention, simplify workflows and elevate your on-site experience, talk to a golf expert today.

^{*Methodology: Survey conducted by Medallia on behalf of Lightspeed, Spring 2026. Responses collected from 1,000 golfers across North America, spanning a range of skill levels, playing frequencies, and engagement with the sport. All responses were collected anonymously. Medallia adheres to industry standards and best practices for market research and data collection.}