They also play differently; research shows women are redefining how golf is played and experienced, and course operators who recognize the shift stand to capture significant loyalty and revenue
MONTREAL, Canada — Lightspeed Commerce Inc., the unified omni-channel platform powering ambitious retail, golf and hospitality businesses in over 100 countries, has released new research revealing a structural gap at the heart of golf’s growth story. 42% of women say they are playing more golf than two years ago, yet the social, flexible formats that women are most drawn to remain an underserved opportunity across many courses.
Lightspeed surveyed golf players across the U.S. and Canada and found women score significantly higher than men on statements tying golf to social connection. The top reason women report playing more is being more engaged with friends and family who play, cited by 40% of female respondents, ranking above increased interest in the sport, free time, or fitness goals.
That social motivation shapes how women want to play. More than half of women (51%) prefer 9-hole formats compared to 41% of men. Women also show stronger interest in family and beginner-friendly formats (39% vs 33% of men) and night golf (42% vs 37% of men). For women, the gap is in format, not interest.
Women also over-index on loyalty touchpoints, showing stronger interest in special offers and F&B promotions, upcoming event notifications, and loyalty or reward points updates compared to their male counterparts.
The story of women in golf is not about how many are showing up. It is about what happens when they do. Women are engaging more deeply, staying longer, and responding more strongly to the brands and spaces that make room for them. As the sport continues to diversify, the data is clear: formats and environments built around social connection are where the next wave of loyalty is being earned.
“Most conversations about women in golf focus on participation numbers. What our data actually shows is that women are already highly engaged, they’re just engaging differently than the traditional format expects,” said Fraser Marriott, Head of Golf at Lightspeed. “Courses that recognize that distinction and design around it can build one of the most loyal customer bases in the game, and Lightspeed gives operators the tools to get there.”
The full research report, including operator recommendations and format benchmarks, is available here.
