Golf course businesses have a significant opportunity to improve the customer experience and keep more players in the game for longer by embracing ‘radical hospitality’, says National Golf Foundation (NGF) President & CEO Greg Nathan.
Speaking exclusively on Syngenta Golf’s Changing the Business of Golf podcast, Nathan explains how a service-led approach designed to make customers feel more comfortable and at ease could prevent new players from leaving the game.
The Retention Challenge
Of the nearly 28.1 million golfers who played on a green grass golf course in the US in 2024, more than six million were beginners or returners – yet there was only a net gain of 1.5 million players. This, says Greg Nathan, is evidence of "failed trials", and highlights an opportunity to improve the onboarding experience and retain more players for longer.
"I often talk about radical hospitality," he tells host Gary Firkins.
"Make no mistake, golf is the hospitality business. From our study we know there are a number of things that have historically held back the growth of the game and a lot of it is about people feeling uncomfortable in the golf course environment.
"Never take for granted at your golf course that a person knows where to go and what to do," Nathan states. "Those that don’t - they’re nervous. And being nervous or anxious in any environment is not the way for golf to be sticky."
Unlocking Missed Revenue
Nathan encourages golf course businesses to adopt more of a service-led mentality found in hotels and hospitality, where guest interactions are designed to assist and put them at ease.
This approach, he believes, can help keep players in the game for longer and unlock significant revenue for golf course businesses.
This episode also covers:
- Why golf must "sell itself like any other business"
- Making coaching accessible to casual players
- Empowering and incentivizing your team to sell
The Changing the Business of Golf podcast with Greg Nathan is now available to listen or watch now:
Listen on Apple Podcasts: NGF CEO: Radical Hospitality is the Key to Player Retention
Listen on Spotify: NGF CEO: Radical Hospitality is the Key to Player Retention
Useful links:
National Golf Foundation: The Graffis Report, 2025
Golf & Social Media: The Great Divide
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Connect with Greg Nathan on LinkedIn
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