The Business of Golf: A Marathon, Not a Sprint
All my life I have absolutely hated running. This is ironic since I married someone who loves running, so I suppose opposites do attract. Despite only running when I am chased, I have always respected these athletes. A marathoner’s endurance and their mental toughness are especially impressive.
Now that our “season” has officially kicked off as a section with last month’s Pro Assistant Championship, there is much we can take away from approaching our season as marathoners. Arguably, our golf industry, much like a marathon, requires endurance, strategic planning, and long-term vision. Whether managing a golf course, spending countless hours on the range or in a simulator teaching, organizing tournaments, or securing sponsorships, success does not come from quick wins. Instead, sustainable growth is built over time through careful investment, consistent branding, and customer engagement.
Strategic Planning for Long-Term Success
Building a successful business in golf is not about chasing trends or short-lived revenue spikes; it requires a steady, deliberate approach. A golf course operator, for instance, must develop long-term strategies that balance course maintenance, membership retention, and community involvement to ensure steady revenue year-round.
Similarly, golf equipment manufacturers do not create industry-leading brands overnight. Companies like Taylor Made, Titleist, Callaway, and Ping have refined their products for decades, earning trust and staying ahead through continuous innovation and quality.
Brand Building: Endurance Over Quick Fame
In today’s digital landscape, viral marketing campaigns or sponsorships may offer immediate visibility, but businesses focusing solely on short-term exposure risk fading quickly. The most successful brands build credibility and loyalty through years of consistent messaging, excellent service, and authentic engagement.
Consider a PGA of America partner, Rolex. Rather than chasing fleeting sponsorships, Rolex has positioned itself as a symbol of excellence by aligning its brand with premier tournaments and top players.
The Sponsorship Marathon
Sponsorships are a crucial component of our Section and Chapter businesses. When we structure partnerships, we are required to take a long-term perspective. A one-off tournament sponsorship may generate immediate brand awareness, but sustained partnerships provide deeper engagement and stronger returns.
For this reason, the average Section sponsor contract is three-years. Now in my fifth year as your CEO, I can say firsthand that even upon expiration of their initial contracts, returning partners will again opt for a three-year agreement. This is result of their successes as a PNWPGA partner, the level of service our Section staff afford them, and because our sponsors understand that a long and meaningful relationship with our members and our consumers takes time.
Financial Sustainability: Playing the Long Game
Financial success in golf is not about maximizing immediate profits but ensuring long-term sustainability. Golf course operators routinely balance revenue generation with customer experience. Raising green fees too aggressively might result in short-term gains but can drive players away, reducing long-term loyalty.
Investments in technology, sustainability, and player development also contribute to long-term industry growth. Companies implementing forward-thinking financial strategies—such as eco-friendly course management, customer engagement tools, or enhanced tournament experiences—position themselves for sustained success.
Growing the Game: Investing in the Future
The future of golf depends on consistent investment in grassroots programs, youth development, and accessibility initiatives. Junior golf programs and diversity-focused efforts may not yield immediate returns, but they ensure the sport’s longevity by fostering the next generation of players and fans.
Manufacturers, course operators, and tournament organizers who support these initiatives understand that they are investing not just in today’s bottom line but in the industry’s future. By taking a marathon approach, these businesses contribute to the long-term health and expansion of golf.
A Long-Term Vision for Golf Business Success
The most successful businesses—and professionals–in golf recognize that endurance, resilience, and strategic planning are key. While short-term tactics may provide temporary boosts, true growth comes from sustained efforts and a commitment to long-term value.
Whether managing a course, developing golf products, organizing tournaments, or securing sponsorships, adopting a marathon mindset will set us all up for success. By focusing on steady progress, strong relationships, and thoughtful investments, you can ensure lasting impact in the golf industry.
Important Announcements
- 2025 PGA JAM applications are now available. For more information, please contact Angela Hinzpeter at [email protected]
- We Got Your 6 Scramble – May 2, 2025, Meadow Park GC, with all proceeds benefitting PNWPGA HOPE programming. PLEASE….Bring a team, donate a round of golf with carts at your facility for the silent auction, or sponsor a veteran to play in this fundraiser. For more information, click here.
- Volunteer for the Boeing Classic and be a part of one of the most unique experiences in sports. You’ll play an integral role in staging the region’s premier golf event, experience the camaraderie of working alongside a terrific team, and showcase the passion and generosity of this community. Learn more at BoeingClassic.com.
Mark Your Calendars! In-person education opportunities:
- Join us on April 15 at Wine Valley GC as top teachers and players, Birk Nelson, Tom Sovay, Scott Leritz and David Owens show you their favorite teaching tools (and show you how to build them cheap). Register: https://www.golfgenius.com/pages/5230032
- Earn 16 PGA PDR & CMAA MSR hours as you learn from global leaders, connect with innovators, and expand your expertise at the Juniper Preserve Education Summit on April 21-22. Register: https://www.golfgenius.com/pages/11232018934242751757
Our Family (of Sponsors) continues to Grow
It is my pleasure to announce that Titus-Will Auto Group will be an “Official Presenting Sponsor” for 2025-2027 PNWPGA Washington Open. Their generous support also includes an annual contribution to the PNWPGA Foundation. My personal thanks to Mr. Greg Anderson and the whole team at Titus Will!
Fairways & FunDays is the 2025-2027 “Presenting Sponsor” for the PNWPGA Senior Players Championship. My thanks to Mssrs. Philip Ring and Conor Russell.
Operation36 has joined the PNWPGA as our 2025-2027 Education Sponsor. My thanks to Mr. Ryan Daily, PGA for his support and commitment to the personal and professional development of our Section’s members and associates.
And lastly (for now), Golf Genius is now the 2025-2027 “PNWPGA Technology Partner.” My sincere appreciation to Mr. Nick Wolfe. We thank our friends at Golf Genius for powering our Section and Chapter Tournaments and Education Events.
As always, if I or any member of my amazing team may be of any service to you, please never hesitate to reach out, [email protected]
Frank Talarico, PNWPGA CEO