Today’s guest columnist is Steve Skinner, CEO of KemperSports.

Golf is booming again, only this time, the momentum feels different. More durable. More intentional. And, importantly, more grounded in the way people engage with the sport.

In the late 1990s and early 2000s, the Tiger Woods effect sent golf into hyperdrive. Interest was sky-high, and course development surged to match it: More than 4,000 new courses opened in a 15-year sprint. But when the economy slowed, so did the optimism. Many facilities, based on hope rather than data-driven planning, struggled to sustain quality or demand. It was a hard, industry-wide reminder that growth built on hype isn’t the same as growth built on value.

Fast forward to today, and the picture looks entirely different. Golf’s resurgence isn’t being carried by a single superstar or a speculative building boom. Instead, it’s fueled by a broad-based, experience-first approach that meets players where they are: on the course, at the range, in simulators or at entertainment venues.

Operators are reinvesting in the holistic experience: better course conditions, modernized clubhouses, upgraded hospitality and technology that smooths the entire journey from booking to the 19th hole. The focus is on quality and connection. Whether through elevated service, innovative programming or more inclusive events, the industry is giving players more reasons to come back, not just reasons to show up.

And the player base itself has transformed. Millennials, Gen Z, women and families—groups historically underrepresented in the game—now make up a significant share of the participation boom. With nearly 50 million on- and off-course participants, golf’s ecosystem is broader than ever. Venues like Topgolf, indoor simulators and short courses aren’t distractions from “real golf”; they’re on-ramps. They introduce the sport in fun, frictionless environments and, more often than not, convert those newcomers into committed, long-term players.

The industry’s most successful operators understand this shift. Today’s players prioritize experience, flexibility, authenticity and community. They want social connection and wellness as much as they want competition. Clubs that embrace this mindset are reaping the cultural and financial rewards.

These trends haven’t gone unnoticed. Private equity and institutional investors, often cautious about the golf sector in the past, are now driving record levels of capital into courses, venues, technology and management companies. After a decade-plus during which more than 10% of U.S. courses closed, supply and demand have realigned: Tee sheets are full, membership waitlists are back and new development is being driven by demonstrated need, not speculation.

So yes, golf is back. But it’s not the same boom we saw 25 years ago. This one is smarter. More sustainable. And built on the experiences and values that today’s players care about.

This time, golf isn’t having a moment. It’s building a future.

Steve Skinner is CEO of KemperSports, which owns or manages more than 210 golf courses, private clubs, sports venues and destination resorts nationwide.