GBR Canadian Week | Inside a Strategic Moment — 80-Page Dossier ($349 Value) Free for Subscribers This Week Only
Trends, Risks & Growth Strategies in a Mature Market (includes an Exclusive Survey on How the Global Industry Perceives the Canadian Golf Business
Dear GBR community,
Canada has always held a special place in our work. Over 6% of our readership comes from Canada, and the share of paying subscribers is even higher. Some of the most influential voices in the Canadian golf industry are part of this community, and over these past fifteen months, they’ve helped shape our understanding of the game’s direction, not just in Canada but globally.
This year’s economic volatility and rising trade tensions — especially between the U.S. and its key partners — have put Canada back in a complex position. For golf, the ripple effects are real. Yet amid this uncertainty, the feedback from our Canadian readers (and the global GBR community) has been clear, generous, and forward-looking.
Canada represents a strong, if seasonally limited, golf market — built on mass participation, sustainability, and institutional trust. It’s a distinctive model, and one with lessons for any mature golf economy.
The dossier also includes exclusive survey data on how the global industry perceives the Canadian golf market — its strengths, its blind spots, and where opportunity lies.
That’s why, over the past two months, with insight and support from Golf Canada and others, we’ve been working on a new strategic dossier:
📘 THE CANADIAN GOLF INDUSTRY IN 2025: A COMPREHENSIVE DOSSIER
Trends, Risks & Growth Strategies in a Mature Market
A new strategic dossier from Golf Bizz Review, released during the RBC Canadian Open. This 80-page report analyzes the economics, infrastructure, and international profile of one of golf’s most resilient markets — and what it means for the future of the game.
🗓 Release Date – June 6, 2025
📄 Format: Full report available as a PDF (paid subscribers only).
📥 Download a free sample with the Executive Summary.
💼 For: Investors, developers, operators, and golf professionals
💰 Valued at: $349
🎁 Included FREE this week with your annual subscription ($90/year)
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⏳ This offer is valid through Tuesday, June 10, as part of Canadian Golf Week.
📘 What’s Inside?
A comprehensive briefing on the Canadian golf sector — covering:
📊 Record participation and economic impact
🌍 Canada’s rising global golf profile
🏗️ Infrastructure development and course performance
⚠️ Risks from climate, inflation, and trade
♻️ Canada’s leadership in sustainable golf
👥 Strategies for inclusion, innovation, and long-term growth
📋 Exclusive global survey on how the industry views the Canadian golf market
Built for decision-makers, the report combines fresh data, expert insight, and stakeholder voices from across Canada.
And now, let’s get into the rest of today´s newsletter.
Circuits
Industry
Equipment
People to Watch
Just for Paid Subscribers
1. INDUSTRY
WOMEN’S GOLF DAY MARKS 10TH ANNIVERSARY WITH GLOBAL CELEBRATIONS ACROSS SIX CONTINENTS
Women’s Golf Day (WGD), the international initiative championing women and girls in golf, celebrated its 10th anniversary with a week-long series of events from May 27 to June 3, reaching every continent except Antarctica. The festivities launched online with WGD Palooza, featuring an exclusive interview with Tour star Suzann Petersen, giveaways from partners including Full Swing and Troon, and special offers on Women’s U.S. Open merchandise and WGD swag. On the ground, hundreds of golf facilities around the world—from Japan to Uganda, Spain to the U.S.—hosted events focused on participation, learning, and community building. Highlights included a record 94 events in Japan, a sold-out multigenerational tournament in Pennsylvania, and standout gatherings at Pinehurst, Marco Simone, and La Cala Resort.
In the U.S., Omni PGA Frisco hosted a Signature Series event with appearances by WGD Founder Elisa Gaudet and PGA professionals, while Canada’s Lisa Longball Vlooswyk led a high-energy clinic at LaunchPad Golf in Alberta. Events also spanned Latin America. “It’s hard to believe we just completed ten years,” said Elisa Gaudet, founder of WGD. “What began as a simple concept has become a global movement—thanks to the support of facilities, partners, and governing bodies like the USGA, PGA of America and the R&A, who recognize the value of investing in women’s golf.” More information on Women’s Golf Day can be found here.
SEATGEEK NAMED OFFICIAL TICKETING PROVIDER FOR USGA CHAMPIONSHIPS STARTING 2026
SeatGeek has signed a multi-year agreement with the United States Golf Association (USGA) to become the Official Ticketing Provider for premier golf championships, including the U.S. Open, U.S. Women’s Open Presented by Ally, and U.S. Senior Open. The partnership will launch with the USGA’s 2026 season, beginning with a pre-sale on May 22, 2025, for the 2026 U.S. Women’s Open at Riviera Country Club in California. SeatGeek will offer fans a streamlined digital experience through features like multi-session ticket selection in a single transaction, real-time fan engagement via its Rally platform, and tailored offers based on user profiles. The USGA will also utilize SeatGeek’s Unify box-office solution for unified inventory management, real-time analytics, and operational efficiency. As part of the collaboration, SeatGeek will host the onsite ticket office and co-create a fan photo activation at the U.S. Open and U.S. Women’s Open starting in 2026. More information on SeatGeek’s new partnership with the USGA can be found here.
2025 PGA BUYING SUMMIT TO OPEN WITH FULL DAY OF INDUSTRY EDUCATION IN FRISCO
The 2025 PGA Buying Summit will commence with a full day of expert-led education on July 28 in Frisco, Texas, marking the start of a three-day mid-season gathering for golf professionals, retailers, and industry leaders. Hosted at the Home of the PGA of America and the Omni PGA Frisco Resort & Spa, the programming will offer:
Town Hall Session with PGA of America President Don Rea Jr. and CEO Derek Sprague, PGA
Golf Operations Optimization – tools and strategies to streamline facility performance
Hands-On Coaching Workshop – practical teaching enhancements using new technologies
Technology in Teaching & Fitting – leveraging simulators, data, and analytics for better player outcomes
Executive Management Training – leadership, business planning, and operational best practices
Priced from $100, the education day precedes ballroom exhibits from over 160 brands, ONE2ONE buying appointments, and experiential networking events such as a Welcome Reception, Fashion Show, and Summer Jam Golf Festival across the PGA Frisco campus. You can register to attend the PGA Buying Summit by registering here.
ST ANDREWS LAUNCHES £10.5M IRRIGATION OVERHAUL TO MODERNIZE OLD COURSE
St Andrews Links Trust will begin a £10.5 million irrigation upgrade this winter, aiming to enhance sustainability and course quality across its historic grounds. The project, scheduled to start on the Old Course in November 2025 and conclude by March 2026, will more than double the number of sprinklers from 800 to 1,500, including discreet pop-up units designed to irrigate the course’s expansive greens without disrupting play. The work will proceed in phases to keep the course open, though several holes will be closed at a time. As a result, the Old Course will be excluded from the usual winter three-round package and instead offered through a ballot system at a reduced green fee. The broader five-year plan includes sprinkler installations across the other St Andrews courses and is supported by expanded rainwater collection and borehole usage, ensuring all irrigation draws from sustainable sources. The Old Course will host The 155th Open in July 2027. More details of the proposed plans for St Andrews new irrigation system can be found here.
NINE BY NINE GOLF EXPANDS RANGE, ADDING PING AND WILSON
Independent custom fitting specialist Nine By Nine Golf has expanded its range of equipment options for customers by adding Ping and Wilson to its offerings. Nine By Nine Golf, based in Chichester, West Sussex, England, will stock the latest G440 Series from Ping along with Wilson’s DYNAPWR and Staff ranges. Ping and Wilson have been added because of the flexibility they offer in their ranges to accommodate Nine By Nine Golf’s customer mix, ranging from elite-level to high-handicap players. The growing custom fitter also carries brands such as TaylorMade, Callaway, and Titleist, along with high-end Japanese offerings, including Miura, Fourteen, and ProtoConcept. Nine By Nine Golf’s full range can be viewed here.
2. CIRCUITS
PGA TOUR EXPECTS TO EXCEED $1B IN PARTNERSHIP DEALS BY SEASON’S END
The PGA Tour anticipates surpassing $1 billion in new or renewed commercial partnerships between December 2024 and the end of the current season, driven by a wave of long-term renewals and strong interest from sponsors. EVP of Corporate Partnerships Dan Glod, who recently succeeded Brian Oliver, cited multi-year extensions with 3M, Valspar, John Deere, and Zurich through 2030, as well as momentum around renewals with RBC and AT&T, despite those brands operating on short-term deals. While Wells Fargo exited in 2023, the Tour quickly signed Truist to a seven-year, $200 million agreement for the rebranded Truist Championship. Title sponsorships remain lucrative, with full-field events commanding $14–$20 million annually and Signature events reaching up to $25 million. The Tour now holds nearly $4 billion in sponsorship commitments through 2035, with 40% of title sponsors having supported the Tour for over 15 years. Glod noted that the reunification of the men’s game, once a common concern among sponsors, is now largely absent from current partner discussions. You can read Josh Carpenter’s full story in Sports Business Journal here.
PGA TOUR UNVEILS DRONE-BASED SMART TRACING AT RBC CANADIAN OPEN
The PGA Tour debuted its new drone AR smart tracing technology during Thursday’s first-round coverage of the RBC Canadian Open, offering real-time, color-coded ball tracking to enhance broadcast presentation. Introduced during Golf Channel’s coverage of Shane Lowry, Robert MacIntyre, and Corey Conners on TPC Toronto’s ninth hole, the innovation visually displayed shots landing in the fairway with a green tracer, while Conners’ misfire into the rough shifted from green to red mid-flight. The system uses a mobile drone to capture tee shots just 1.2 seconds after impact, calculating updated probabilities every 100 milliseconds to predict likely resting spots without post-production. The feature builds on the success of the PGA Tour’s Live Drone AR, winner of the 2024 George Wensel Technical Achievement Award, and continues the Tour’s push to enrich the fan experience through media innovation. Smart tracing will next appear at the Travelers Championship, Rocket Mortgage Classic, and all three FedExCup Playoffs events. More news on the debut of the drone AR smart tracing technology can be found here.
LIV GOLF NAMES CHRIS HECK PRESIDENT OF BUSINESS OPERATIONS IN GLOBAL EXPANSION PUSH
LIV Golf has appointed seasoned sports executive Chris Heck as its first President of Business Operations, reporting directly to CEO Scott O’Neil. With over three decades of commercial success across the English Premier League, NBA, and MLS, Heck is tasked with leading the execution of business operations worldwide. His record includes doubling Aston Villa FC’s commercial revenue in two years, driving a $2.5 billion valuation increase at the Philadelphia 76ers, and spearheading major fan engagement and brand growth at the New York Red Bulls. Recognized for his strategic innovation and ability to scale global sports brands, Heck joins LIV Golf at a pivotal moment in its evolution. CEO O’Neil praised Heck’s leadership and growth record as aligning with the vision of His Excellency Yasir Al-Rumayyan. Heck called the role a “once-in-a-lifetime opportunity” to help redefine golf through immersive events, accessibility, and global brand engagement. The full press release from LIV Golf confirming O’Neil’s appointment can be found here.
JOSELE BALLESTER TURNS PRO, JOINS FIREBALLS GC AHEAD OF LIV GOLF DEBUT
Spanish amateur standout Josele Ballester has signed a multi-year deal with Fireballs GC and will make his professional debut this week at LIV Golf Virginia presented by Maaden. Ranked No. 6 in the World Amateur Golf Ranking, the 21-year-old from Castellón joins a team captained by fellow Spaniard Sergio Garcia, who praised Ballester’s potential and noted a long personal connection through coaching ties with Garcia’s father, Victor. Ballester’s amateur career includes wins at the 2024 U.S. Amateur, 2023 European Amateur, and 2020 Spanish Amateur, positioning him as one of Spain’s most promising young players. In a statement, Ballester thanked his family, coaches, and Arizona State University for their support and expressed enthusiasm about learning from Garcia and competing at the professional level. More news on Ballester’s move to LIV Golf can be found here.
3. EQUIPMENT
TAYLORMADE UNVEILS QI35 DESIGNER SERIES DRIVERS IN BLACK, GOLD, AND PLATINUM
TaylorMade Golf has launched its new Qi35 Designer Series drivers, offering premium aesthetics and advanced design in three striking finishes: Gloss Black, Gold, and Platinum. Each version is available in both Qi35 and Qi35 Max heads and retails at $649.99 (£479.99, €669.99). The Gloss Black model features a sleek all-black carbon crown with clean lines and green-accented sole detailing. The Gold edition showcases a symmetrical gold crown with black markings, TaylorMade logos on the toe and heel, and a mirrored gold finish under the leading edge. The Platinum version pairs a platinum crown with silver perimeter striations for visual framing, a black-faced profile with contrasting score lines, and a mirrored sole edge. Designed for both performance and visual appeal, the Qi35 Designer Series aims to inspire confidence at address while offering exclusive visual elements tailored to discerning players. More information on the TaylorMade Qi35 Designer series drivers can be found here.
4. PEOPLE TO WATCH
GRANT FRASER HONOURED WITH GOLD MEDAL FOR TRAVEL JOURNALISM EXCELLENCE. Flagstick.com Senior Contributing Travel Writer Grant Fraser was awarded the top prize in the “Most Impactful Storytelling” category by the Society of American Travel Writers’ Canadian Chapter. Fraser’s winning article, British Columbia’s Columbia Valley – Where the Mountains (and Golf) Bring Peace to the People, was published in July and praised for its depth and resonance. Scott MacLeod, Flagstick.com.
GARY PLAYER NAMED RECIPIENT OF ROBERT TRENT JONES SOCIETY’S LEGACY AWARD. The legendary South African golfer has been honored for his lifelong contributions to the game, becoming the fourth recipient of the prestigious award. Player, who completed the career Grand Slam with his 1965 U.S. Open win at RTJ Sr.-designed Bellerive, has earned more than 160 titles and left a global impact as both player and course architect. The Golf Wire.
DOUG HAMILTON EARNS PGA MASTER PROFESSIONAL STATUS IN GOLF OPERATIONS. Hamilton, a Teaching Professional with the Montgomery County Revenue Authority in Maryland, becomes the 455th PGA Member to attain the Association’s highest educational designation.
PGA of America.
5. JUST FOR PAID SUBSCRIBERS
THE CANADIAN GOLF INDUSTRY IN 2025: A COMPREHENSIVE DOSSIER
Participation Surge
Infrastructure and Development
2025 Tournament Calendar and Impact
Corporate Success Stories in Canadian Golf
Trade Tensions and Industry Risk
Economic Impact of Golf in Canada
Innovation and Technology in Canadian Golf
Youth Development and the Future Pipeline
Government Policy and Support
Sustainability and Environmental Initiatives
Poll Results: Confidence, Caution, and a Clear Opportunity
Executive Summary
State of the Industry: Canada’s golf industry enters 2025 in a position of strength and optimism. A post-pandemic surge in participation has elevated the game to record levels, with over 6 million Canadians playing nearly 74 million rounds in 2023 alone, cementing golf as the nation’s number one participation sport. Industry revenues and rounds played remain significantly above pre-2019 levels, and recent data shows continued growth in both casual play and organized competition. The sport’s broad appeal as a safe, outdoor activity has attracted hundreds of thousands of new players since 2020. This momentum has translated into robust economic performance: golf now contributes $23.2 billion to Canada’s GDP (an increase of $4 billion from the last study) and supports 237,000 jobs nationwide. Such figures underscore golf’s status not only as a beloved pastime but also as a major economic engine nationwide.
Global Profile: Internationally, Canada’s golf profile is on the rise. The country is experiencing a “golden era” of professional success, with a record number of Canadian players excelling on the world stage. In 2023, a Canadian (Nick Taylor) won the RBC Canadian Open for the first time in 69 years, a moment heralded as a national “heritage moment” and celebrated by fans worldwide. Canada hosted the 2024 Presidents Cup in Montreal, showcasing its capability to stage marquee global events.. Meanwhile, Canadian golf courses like Cape Breton’s Cabot Cliffs are now mainstays on global top-100 rankings, enhancing Canada’s reputation as a premier golf destination. A recent industry survey of over 50,000 golf professionals worldwide identified Canada as one of the most improved and exciting golf markets, citing its surge in participation, world-class courses, and visible commitment to sustainability.
Opportunities: Significant opportunities lie ahead for stakeholders:
Broadening the Participant Base: With interest in golf at an all-time high, there is potential to convert more casual players into avid golfers. Programs targeting youth, women, and new Canadians are poised to further expand the player base. For example, the national First Tee program has introduced over 100,000 kids to golf since 2021, and in 2024, youth participation skewed younger and more female than in years past. Continued investment in these grassroots programs can yield long-term dividends in participation and demand.
Tournament Leverage and Tourism: Canada’s growing roster of high-profile events – including annual PGA and LPGA Tour stops and the upcoming Presidents Cup – offers a springboard to boost golf tourism and global awareness. Golf tourism makes a significant contribution to Canada's economy, with expectations of continued growth through 2030. Capitalizing on event exposure and Canada’s scenic courses can attract more international golf travellers, especially from the U.S., Europe, and Asia.
Sustainability Leadership: The industry’s proactive stance on environmental sustainability presents an opportunity for Canada to become a global leader in sustainable golf operations. A new national program launched in late 2023 provides golf facilities with tools for carbon tracking, conservation, and eco-certification. Embracing green practices (water conservation, electric equipment, habitat protection) not only reduces costs but also bolsters golf’s image. This leadership can differentiate Canadian golf brands internationally and appeal to environmentally conscious consumers and policymakers.
Innovation and Year-Round Engagement: Embracing technology and new play formats can extend golf’s reach. The rise of indoor simulator golf, Topgolf-style entertainment venues, and flexible short-course formats allows Canadians to engage with golf year-round despite winter off-seasons. Many operators are already reporting growth in off-course golf entertainment revenue. Further innovation in digital media, training technology, and fan engagement (e.g. streaming tournaments, interactive content) can keep golf relevant to younger audiences and sustain the sport’s modern appeal.
Risks: Despite its strengths, the industry faces strategic challenges that require careful navigation:
Economic Headwinds: High inflation and rising operating costs have put pressure on golf facilities, with labor costs jumping over 10% in 2023 and supplies still pricier than pre-pandemic. While golf demand has proven resilient, a potential economic downturn or reduced consumer spending could lead to a softening of discretionary spending on golf fees, travel, and equipment. Additionally, the Canadian dollar’s weakness makes imported golf goods more expensive for courses and players, squeezing margins.
Climate and Seasonality: Canada’s geography results in a short playing season in many regions and increased vulnerability to weather extremes. Unfavorable weather in 2023 caused play declines in some eastern provinces, and climate change poses long-term risks (e.g. more frequent extreme heat, wildfires, flooding). These factors can disrupt operations, compress revenue opportunities, and increase maintenance challenges. Adapting to climate volatility and expanding off-season options will be critical.
Demographics and Inclusion Gaps: While new participants are flowing in, the traditional golf population is ageing. Ensuring the sport remains appealing to young people amid numerous competing activities is an ongoing challenge. Likewise, women represent a growing segment of Canadian golfers, with participation rates increasing in recent years, and Canada’s professional women’s ranks lack depth beyond one superstar (Brooke Henderson). If efforts to diversify golf’s appeal stall, the industry could miss out on significant growth opportunities. Maintaining momentum on inclusion – for women, girls, socio-economically diverse and BIPOC communities – is essential to sustain growth.
Trade and Geopolitical Uncertainties: The Canadian golf sector is intricately linked to global supply chains and trade policies. It relies heavily on imported equipment (Canada continues to import significant quantities of golf equipment to meet the demands of its growing golf industry) and U.S. tourists. While current North American trade relations are stable, any resurgence of protectionism (such as U.S. tariffs on sporting goods) could drive up costs, a scenario Canada faced in past trade disputes when U.S.-made golf equipment was hit with retaliatory tariffs. Additionally, the ongoing reorganization of global professional golf (e.g. the PGA–LIV framework) injects uncertainty; Canadian sponsors and events must adapt to any new international tour structures or investor influences that emerge.
Recommendations: To capitalize on opportunities and mitigate risks, this report offers several strategic recommendations for industry stakeholders:
Invest in Grassroots & Youth – Continue to bolster junior golf pathways and school programs nationwide. Expansion of affordable access initiatives (like Youth on Course, which subsidized 32,900 junior rounds at $5 or less in 2024) will make the game more accessible. Golf Canada should maintain funding for its National Team and Young Pro programs, which have proven effective in developing talent at the tour level. Additionally, it should consider introducing new scholarships or community coaching programs to reach underrepresented areas.
Enhance Diversity and Inclusion – Set clear targets to increase participation by women and girls, and support them with targeted programs (such as the She Plays Golf festival series and women’s coaching/mentorship initiatives). The industry should also engage ethnic communities by working with local clubs and media to welcome newcomers to golf. Creating more family-friendly and shorter-format opportunities (nine-hole leagues, parent-child events) can help broaden golf’s appeal. A welcoming and inclusive environment will ensure that golf reflects Canada’s multicultural society.
Sustainability as Standard Practice – Rapidly implement the new sustainable golf framework across courses. Course owners and superintendents should take advantage of the free OnCourse Canada program to audit and improve their environmental performance. Setting industry benchmarks for water use, pesticide reduction, and carbon footprint, and celebrating courses that achieve GEO certifications, will reinforce golf’s commitment. It’s recommended that each facility develop a climate resiliency plan (e.g. drought-tolerant turfgrasses, wildfire smoke protocols, stormwater management) to future-proof operations. Proactively communicating golf’s environmental stewardship to government and the public will also protect the sport’s social license to operate.
Strengthen Government Relations – Continue the unified advocacy approach seen on National Golf Day by conveying golf’s broad societal benefits (health, economic, charitable) to policymakers. The industry should seek support in areas such as sports infrastructure grants (for course improvements or new municipal courses) and revisit tax policies (e.g., making business-related golf expenses partially deductible) to stimulate play. Close collaboration with federal and provincial sports bodies can integrate golf into public health and youth sport initiatives. Moreover, with an election on the horizon, it’s prudent to engage all political parties on golf’s community impact to ensure favorable policy continuity.
Leverage Events and Marketing – Maximize the legacy benefits of hosting major events. A dedicated Golf Tourism Strategy should be developed, in partnership with Tourism Canada, to market Canadian golf vacations internationally (packaging marquee courses and tournaments). Domestically, use the 2024 Presidents Cup and annual Opens as hooks to run nationwide promotions (clinics, TV specials, school projects) that inspire new audiences. Furthermore, Canadian sponsors such as RBC and CP are encouraged to continue their strong support of golf. Expanding their investments into developmental tours or grassroots projects would simultaneously amplify their brand and foster growth in the Canadian golf industry.
Embrace Innovation and Flexibility – Encourage facilities to adopt technology and new formats to keep pace with modern consumer expectations. This includes installing ball-tracking technology on driving ranges, offering mobile tee-time and scoring apps, and promoting simulator leagues during the winter. Courses should diversify programming – e.g. music and food at evening “nine & dine” events, or speed golf and FlingGolf offerings – to engage younger players on their terms. Such innovations not only generate additional revenue streams but also future-proof golf against changing leisure trends.
In summary, the Canadian golf industry’s outlook for 2025 is overwhelmingly positive. With record participation, solid finances, and a rising global profile, Canadian golf has emerged from the pandemic era stronger than ever. By addressing its challenges head-on – through inclusive growth, sustainable operations, and strategic collaboration – the industry is well-positioned to continue its remarkable trajectory. The following report provides an in-depth analysis of the current state of Canadian golf across 14 core dimensions, offering data-driven insights and voices from across the country’s golf community. Together, these sections paint a comprehensive picture of Canadian golf in 2025 and map the way forward for industry professionals worldwide looking to learn from its successes.
📥 Download the Full Dossier
Paying subscribers can access the full version of THE CANADIAN GOLF INDUSTRY IN 2025: A COMPREHENSIVE DOSSIER via the link below: