We talk a lot about the getting better at golf every week here on the newsletter.

But I'm also super interested in the business of golf

Where the game is heading and what’s catching people’s attention.

I recently had a great chat with two guys who are investing millions of dollars in the golf space and have some great perspectives.

Scroll down to read more...

​

💪 3 Step Warm-Up to Unlock Consistent Scores

If you haven't watch this yet it's packed with wisdom!

​

And you can download the cheatsheet so you don't forget the core concepts so you can improve your warm up before you next competitive round!

​

📌 Business of Golf and Investing in the Industry

As someone who’s always interested in where the golf industry is headed, I recently had a great chat with the team at Old Tom Capital (Matt Erley and Evan Roosevelt), an investment group narrowly focused on the golf industry.

We covered everything from the rise of casual golfers to the challenges of game improvement tech, and they shared some incredible insights into where the next big opportunities are.

Here’s what I learned from our conversation.

Topgolf Is Just the Start

The first thing that came up? The massive potential in what the guys at Old Tom call the “golf curious”—the people who show up at Topgolf, take a few swings, and leave thinking, “Maybe I should give this game a real shot.”

According to Old Tom (and backed by data from the NGF), 80% of Topgolf visitors expressed an interest in progressing to other formats of golf after their first experience.

That’s an enormous number, and it’s where they see serious potential for growth.

Companies that can guide this group—from entertainment-focused experiences to playing on real courses—are the ones Old Tom is betting on.

As the golf market shifts towards a younger and more diverse crowd, the need for products and services that help bridge that gap will only grow.

Game Improvement Tech Isn’t for Everyone

Another interesting takeaway… The niche nature of game improvement tech. Sure, advanced tools like launch monitors and swing analyzers are cool, but they’re really only for a small percentage of golfers.

While these tools are great for the obsessed few, Old Tom is cautious about the size of their TAM (total addressable market).

They believe a much greater opportunity lies in making this tech more accessible and fun for the average golfer, not just the elites.

The Airbnb of Golf Travel

We also talked about something a bit more exciting—golf travel.

Old Tom is keeping a close eye on the booming demand for high-end golf travel experiences, especially the rise of companies like Birdie Houses.

Their model? Think of it like an Airbnb for golfers. Birdie Houses leases properties in top golf destinations, providing premium accommodations (SIM in the garage, putting green out back, Pro V1s in the mini bar…) just steps from the course. What’s even smarter is their plan to eventually buy these properties, turning them into long-term investments.

Golf travel is growing, and people are willing to splurge on premium, unique experiences. "It’s not just about the scorecard," they told me. "It’s about the experience."

That’s why they’re backing companies like Birdie Houses (Old Tom recently led their $2M funding round), which blend real estate with the luxury golf experience.

The Future of Golf Is Fun and Performance

Another trend the guys at Old Tom highlighted? The blending of fun and performance. They pointed to products like Puttr, which is designed for both serious practice and casual fun.

Old Tom believes that the future of golf lies in making the game more accessible and enjoyable for everyone—not just the die-hards. "Fun is a key entry point for growing the game," they noted.

And products that hit that sweet spot of being both entertaining and beneficial to your game will be the ones that stick around.

Fitness Could Be Golf’s Next Big Thing

We also talked about golf fitness, which Old Tom sees as a growing market with big potential. As the sport’s demographic ages, staying fit and injury-free is becoming more important than ever.

"Golf fitness isn’t just about pros driving the ball farther—it’s about longevity," they explained. Companies like GolfForever are tapping into this by focusing on strength, flexibility, and injury prevention for golfers of all ages.

According to Old Tom, we’ll be talking a lot more about fitness and wellness programs in the next few years. "In five years, golf fitness could be a bigger deal than swing tech," they predicted, noting that as players age, fitness becomes more important than squeezing out a few extra yards.

THE TAKEAWAY:

Here are the key parts of the industry they’re watching:

• The Golf Curious: Companies that can help turn casual players into committed golfers are set to win big.
• Game Improvement Tech: Niche tech needs to be more accessible and fun for the everyday golfer, which is where the growth is.
• Golf Travel & Real Estate: The golf travel market is booming, and investments in real estate near top courses are a smart play.
• Fitness & Longevity: As golfers age, fitness and injury prevention will become key to staying in the game.

​

Let's hear what you all think!

You're investing in the business of golf. Which of these verticals would you be investing your money into?

​Old Tom Capital is an investment group narrowly focused on golf. They back innovative companies reshaping the golf industry, from tech startups to luxury travel and beyond. They're not just writing checks—they’re supporting the next wave of businesses shaping golf’s future.

If you’re interested in learning more about their private investment syndicate, Old Tom Venture Club, you can learn more here.​
​

Basics of Spin Loft... You need to know this stuff.

Golf Science Lab @golfsciencelab Here’s how SPIN LOFT affects driver fitting so we can max out distance @JRSII 9:4 AM • Oct 22, 2024 2 Retweets 6 Likes Read 1 replies

​

​

​

Thanks for reading all the way through the email!

Appreciate you following along.

Till next time

-Cordie

​

✍️ Written By: Cordie Walker.
​
​📈 Want to learn more from some of our favorite training?

• 🤫 Practice Secrets: → An easy-to-follow program designed to help you understand better practice and how to get better faster.
  ​
• 🏆 Ultimate instructor training bundle: → We've compiled all our best content so if you want to learn from the best instructors in the game we'll bring that right to you. ​
  ​

🎟 Want to advertise in our weekly emails? → Book here​

​
Disclosure: Some things in this newsletter may be a sponsored post or Golf Science Lab may be getting a small commission if you sign up / fill out their form or Golf Science Lab might own a percent of the business. In particular, but not always, those sponsored or commissioned or owned posts or might have an * in it the subject headline.

​

​

​
​

​
​

​
​