The Rising Popularity of "Old Money" Sports Among Gen Z

Eleanor Lee was always around golf during her upbringing. Her family frequented the exclusive Claremont Country Club in Oakland, California, and celebrated Thanksgiving at La Jolla Beach and Tennis Club in San Diego, exploring its nine-hole course. "Most of my childhood memories of golf were just running around those courses," she reminisces.

It wasn't until her late twenties that Lee began actually learning to play. In 2021, she picked up her late grandmother's golf clubs, initially finding the game quite daunting. By 2022, with a fresh start in Austin, she launched a beginner-friendly club called Hot Girl Golf to connect with others. "There's so much to the sport that if you're not taught, you can feel very out of place," she explains, wanting others to enjoy the sport comfortably.

Lee's initial event saw 18 women, some novices, gathering to hit golf balls for an hour. The club’s popularity ballooned, eventually drawing up to 60 participants.

Historically, golf has been the realm of affluent older men, but its appeal has expanded significantly in recent times. The National Golf Foundation notes a 30% increase in participation since 2016, with notable interest from women and youthful golfers between 18 to 34 years old. Women's involvement has notably risen, now representing 37% of young golfers compared to just 15% in 2000.

Ironically, there is a fascination with the exclusive nature of golf that attracts Gen Z. They admire the "old money" style—classic polo shirts and vintage vibes—as part of a broader aspirational lifestyle, indicating many young people’s desire for wealth and independence, as reflected in their ambition to become billionaires.

The Influence of Solitary Leisure and Emerging Sports Trends

As the pandemic curtailed access to traditional gatherings, solitary sports like tennis, skiing, and golf became increasingly popular. LIV Golf, a fresh tour funded by Saudi Arabia, has captured the interest of younger golfers by fostering a more relaxed and youthful atmosphere than the more formal PGA Tour. Jason Becker of Golf Life Navigators celebrates this fun shift, stating, "When you attend a LIV golf event, it's lively, there's music, and players wear shorts."

The enjoyment of these leisure activities merges with fashion trends and brands, evolving into a unique style symbolizing effortless affluence. Examples include collections from Miu Miu, along with lines from Adidas and Lululemon, embracing the sophisticated look.

A Transition in Golf and Tennis Spaces

Sports once confined to elite settings are now widely accessible, with many golf courses opening up to the public. Alongside this, innovative spaces such as golf simulators and venues like Topgolf have gained prominence. Public tennis facilities also received financial support for renovation, marking a move toward open accessibility.

Caitlin Thompson, from the tennis magazine Racquet, remarks on the sport's expansion, noting a 45% growth since 2019 and newfound beginner interest, reflecting similar trends in golf where demand has soared for events.

Catalysts of Change and Conflict

Yet, as more young people engage, sports like golf face culture clashes. Changes include whether to allow music on courses or maintain traditional dress codes. Chris Jenkins, a golf traditionalist, observes these changes with reluctance but acknowledges they may be inevitable as the sport seeks to appeal to younger generations.

Thompson acknowledges the influx—even if solely motivated by style—brings value to tennis, as newer fans introduce lasting changes.

Ultimately, the entry of these younger enthusiasts requires adaptation within the sports, ensuring their evolution in a manner balancing exclusivity with a modern, inclusive spirit.