By Jay Karen, NGCOA CEO
When the United States Congress asks for the golf industry to be at another committee hearing in the same calendar year on matters important to the American economy, you know something is now different. Who remembers when most press on golf was negative? Who remembers when elected officials simply saw golf as a game played behind tall edges by society’s elite? I recently had the privilege of testifying on behalf of golf at the US House Subcommittee on Commerce, Manufacturing, and Trade about the potential impact of making Daylight Saving Time permanent, as well as the recent downturn in travel and tourism to the United States. Washington asking golf for our input underscores how far we have come as an industry. This all bodes well for NGCOA’s advocacy agenda in 2026.
When more and more tech companies are looking to break into the business of golf, and the tee time ecosystem more specifically, rather than watching tech companies gobble each other up, you know something is now different. If the number of new faces at our first-ever Golf Tee Time Summit was any indicator, as well as the discussions about new ways golfers will be making tee times through advanced technology, we are in store for some big changes in 2026. The last thing we need are technologists reaching deeper into the wallets of course owners and operators while siphoning away loyalty. But the first thing we need is technology to make tee time booking broader, easier and to help solve our no-show and short-show dilemma. NGCOA is in a good position to assist both course owners and tech partners to ensure these relationships are healthy and mutually-beneficial.
When YouTube golfers steal the sports news cycle away from golf’s legacy institutions, you know something is now different. A new culture is emerging in golf – actually, it has fully arrived and is changing many things about our business. The question I have for course owners and operators is: what are you doing about it? We are witnessing an amazing amount of buzz and activity on social media among the millions of young people taking up the game, putting forward a different flavor about golf. One that is more casual, fun and inclusive. Course operators are happy to welcome the attention to the tee sheet, but I’m not yet witnessing the cultural shift happening on the business side to match the energy. We have a gift: millions of new people are enthused about our game. They often have different tastes and values than their parents and grandparents. On the same social media channels, I am witnessing a backlash to this new “Good Good” golf culture. I say, let’s feed our young, not eat them. Embrace the new culture in ways that you can, and reflect it back to our new audience.
As we close out 2025, yes, we know something is different in golf. No longer can people say that golf is an industry slow to get with the times. Our brand is shifting from aspirational and elite to aspirational and accessible, and I’m here for it. You may not see me untuck my shirt and wear basketball shoes on the golf course, but I don’t mind that others do. Let us bond over the game itself, embrace some differences over conformity and allow the business to thrive.
I hope to see you all in Orlando at Golf Business Conference 2026!
Jay Karen, CAE
Chief Executive Officer
