By Doug McPherson
Keep an eye out for Erik Anders Lang. He could be your next, new partner in golf.
A few years ago, Lang was a private club member, but decided he’d have more fun playing with new folks at public courses. And as he was driving out of his club for the last time, Lang thought to himself, “How cool would it be if there was a way for people to golf with anyone, anywhere and at any time?”
That question served as the seed for his new business, Random Golf Club (RGC). The goal? To build a worldwide network of local golf enthusiasts and create the world’s biggest, most inclusive golf club.
That was 2019. RGC has since garnered a deep following of golfers from across the U.S. and around the globe. It started with spontaneously organized meetups that ranged from relaxed, casual play to competitive matches, all designed to strengthen the bonds within the golf community.
Lang says the events reflect RGC's core values of inclusivity and camaraderie, providing a welcoming atmosphere where golfers of all levels can connect, share their passion for the game and build lasting friendships. Eventually, the meetups evolved into the mad scramble tour where upwards of 50 (not a typo) golfers play best ball – together, all at the same time. You want different? This is different.
“Our purpose is to help build happier lives through community,” Lang says. “Every day, we ask ourselves how we use the resources we have at our disposal to connect golfers and create friendships that wouldn’t exist without us.”
While operating RGC, Lang says he’s learned that it’s “shared experiences” with other golfers that get people to courses.
“Golf is such a perfect game to pass time with friends new and old, family or business partners or contacts, and it provides everyone with an opportunity to learn about one other through the shared experience of playing the game. That curious mindset towards others is fundamental to the ethos of what RGC is all about.”
So, is RGC a competitor or partner? Lang says RGC is “absolutely interested” in partnering with course owners.
“We’re aiming to create a platform for our community where they can not only enjoy the game through the online membership product we’ve created, but also out on the golf course at facilities we’ve partnered with that will serve as RGC home clubs.”
Lang says RGC works with course owners to create “partnership structures that draw the RGC audience” to golf courses and stimulate on-site spending in categories beyond just green and cart fees.
“We’re all about bringing the RGC community together and seeking to do so through organized group lessons and regular on-course events,” he says. “Put together, these represent great opportunities for our course partners to generate incremental revenue in a high-occupancy environment.”
Lang’s advice to course owners on growing the game and appealing to different segments (i.e. Millennials, Gen Xers, Boomers, etc.) is to experiment in delivering new and different experiences to golfers.
“If we want to grow the game, we need to think of all of the various micro-communities that are participating and program specifically to each of those groups. Don’t be afraid to try something and fail as this sort of experimentation is how you discover what these subgroups of golfers really want.”
He adds that he believes courses should feel like a second home to golfers.
“Golfers should feel welcomed to the point where they show up not only on days where they play, but also on off-days where they just want to come by and eat, chip and putt, hang out with friends and talk to staff members they’ve gotten to know over time. If your facility is a place where people want to hang out, even when they can’t play, you’re probably doing something right.”
Editor’s Note: Want more information about RGC? Email Sam Kerstin, the company’s chief operating officer, at sam@randomgolfclub.com.