The Masters Tournament, which begins on Thursday, is the unofficial start to golfing season. As fans get ready for the game's biggest event, golfers are finding that the most promising prospects are happening off the fairways, and with novices. Companies like Topgolf and the PGA Tour Superstore are the beneficiaries of this trend. These types of outlets are attempting to introduce golf as entertainment to both first-timers and veteran golfers without using traditional golf courses, and it appears to be paying off. "People are engaging in the game in different ways," said Steve Mona, CEO of the World Golf Foundation. According to Mona, more than 4 million people experienced golf through a driving range or simulator last year.



In various ways, the changing nature of golf — considered both a sport and a leisure activity — is paying dividends for some big brands. Developing a relationship with golfing in the context of food, beverage and entertainment is getting people to take a swing at the real thing, according to Mona. "People are experiencing golf in different ways but coming back to the traditional game," he said. 'The best of times'

Topgolf combines golf with entertainment. Patrons can play competitive games while enjoying the atmosphere of a bar or nightclub. Source: Topgolf

It could be one of the reasons why participation in the game has been stabilizing as of late. According to data from the WGF, golf has now seen year-over-year growth in the number of rounds played for two straight years. That modest growth is helping to boost investment. Over the last decade, approximately $3 billion dollars has been invested in renovating around 1,000 golf courses across the country, WGF figures show. In total, the sport generates $70 billion in economic impact for the US annually and is responsible for 2 million American jobs, according to the WGF. "I would make the argument it's the best of times right now," said Mona.

PGA TOUR Superstore has expanded its experiential offerings to include greens and simulations that allow customers to test equipment out before they purchase it. Source: PGA TOUR Superstore