I can’t believe I get to talk to you about two of my favorite things this weekend: golf and LikeFolio’s powerful social data.
Stay with me here, because there is significant overlap in these topics… and a huge potential opportunity for investors.
What do I mean?
To put it bluntly, golf is popping.
According to the National Golf Foundation (NGF), in 2020:
- A record number of beginners — 3 million people — played golf for the first time
- The total number of people playing golf increased +8% YoY
- Golfers played 60 million more rounds vs. 2019
Music to my ears.
Because LikeFolio data is singing the same tune.
LikeFolio data shows that people playing or learning how to play golf has increased +22% YoY.
See how these mentions are building… Nice.
Note this includes all kinds of golf — hitting the course, taking lessons, going to the driving range, or even going to a venue like Topgolf.
This is creating a surge in demand for Callaway. Purchase Intent Mentions are currently pacing +17% YoY.
Callaway is already the market leader in golf equipment (clubs specifically), but they also sell golf apparel, and recently completed a merger with Topgolf — meaning the two companies are now fully merged.
This is smart. There’s crossover in the types of golf people play… and Callaway knows it.
Off-course golfing is drawing user attention, especially among a female demographic.
- 12.6 million who played only on-course golf (average age 50; 29% female)
- 12.2 million who played on- AND off-course golf (average age 42; 21% female)
- 12.1 million who played only off-course golf (average age 31; 45% female)
NGF estimates there were more than 24 million off-course participants last year; just shy of the number of on-course golfers.
LikeFolio’s Topgolf data suggests the growing number of off-course golfers are taking advantage of its entertainment venue… and this could carry over into other Callaway-branded items, from clubs to apparel.
Topgolf mentions have increased +15% YoY.
We expect these mentions to continue rising as the weather improves and regulations loosen.
Right now, golf is gaining momentum, and this interest can serve as a major tailwind for companies in this space.
Callaway looks to be positioned for a breakout year.