Gen Z’s new favourite sport: How social media is driving golf’s popularity among young West Aussies

Once viewed largely as a sport reserved for rich old men, golf is now in full swing with gen Z as its popularity explodes among young West Australians. Bringing their own cultural flair to a game that historically had a stigma about needing to dress a certain way and maintain a level of etiquette, the next generation of golfers are being drawn in part by social media influencers who are helping make it “cool again”. “Golf, traditionally, has been quite an intimidating sport . . . the exposure of social media, lots of influencers getting involved, has just broken down some of those perception barriers,” GolfWA chair Emma Elliot said of the renaissance. “It’s far more fun and engaging and less scary.” The game’s rapid growth on social media has proved a massive boost for Perth golf influencer Chloe Gallacher, who runs an Instagram account and YouTube channel “onthegreenwithchloe”. She has posted golf content since 2017, but a new appetite for the sport among young people has seen her following spike more recently, with her now boasting more than 37,000 Instagram followers. “Golf has just exploded (in Perth), everyone I speak to now is playing golf or wants to get into golf,” Gallacher said. “(My account) has probably peaked in the last year or two, just more people are interested in golf now, people are going crazy.” Another Perth golf influencer who has shot to fame is Matthew Health, who is known to his almost 90,000 YouTube subscribers and 53,000 Instagram followers as Ron Chopper. Heath, a former club professional who turned to social media as a side hustle, has since launched it into a full-time career, having built a cult following across Australia. Known for his unique look, Aussie golf courses are now sprawled with players sporting his distinctive pink polo and sun hat. Ms Elliot has credited social media content for helping push the sport’s popularity among the younger generation. “There’s more social media, all the big-name players are out doing social media,” she said. “You look at Bryson DeChambeau hitting golf balls over his house.” Professional golfer DeChambeau, a two-time major-winner and star of the LIV Golf League, took a swing and invested heavily into his social media presence and YouTube channel, a move which propelled him into one of the sport’s biggest names. Now the line between the professionals and social media scene are even starting to blur. Big social media channels like Bob Does Sports (more than 1.4 million subscribers) and Grant Horvat (1.7 million) have even been given access to play and create content at distinguished venues ahead of big events, including Oakmont Country Club before the US Open and Bethpage Black ahead of the Ryder Cup. Providing a whole new level of exposure for the professional scene that wasn’t previously an option. Another golfing YouTube brand, Good Good, even sponsored an official PGA Tour event in a landmark collaboration that will allow a member of the group to compete in the professional tournament. Golfing fashion has also evolved rapidly among gen Z. While US president Donald Trump is known for his distinctive MAGA hat, baggy polo shirt and trousers, modern golfers are more bold with their style. One-time professional turned social media star Paige Spiranac has built an online following of more than 4 million for mixing golf and modelling content, drawing in new fans for her risque outfits as much as her technically impressive swing. Spiranac launched her online stardom with features in Sports Illustrated and Golf Digest, later starting OnlyPaige for fans to access her exclusive paid content. The global rise of golf has seen Perth now seen it expand from a sport into a form of social entertainment — with simulators added to indoor golf centres and driving ranges and now even pubs. The digital driving ranges let players simulate 18 holes in a fraction of the time, from a comfy booth — often with a drink in hand. WA has 21 indoor golf businesses, with eight opening in the past 15 months and more coming. One business that has taken full advantage is the Morley Local. Once a dive bar, owners Ryan Davis and Jacob Van Bavel took the reins four years ago with a purpose — turning the dingy establishment into a more family-friendly destination. The question, how? The answer, golf. “Instead of us going how do we get more than 20 per cent of a pie, what do we need to get 100 per cent of a completely different pie?” co-owner Mr Davis said. “There was nowhere east of the freeway that was doing golf simulators, so we saw a good opportunity and a big footprint we could tap into.” The pair went all out by investing in top-of-the-line TrackMan simulators at three booths inside the pub. The move was a smash hit, with booth occupancy rates three times higher than expected. “Gone are the days where you come to the pub to have 10 beers then go home,” Mr Davis said. “Instead of having to fight for golf spots or tee times . . . you can get through 18 holes in half an hour with a few mates.” While on the other end of the spectrum, gyms have opened to target the serious golfer looking to up their game. For Max McCole, 24, golf has long been his life’s obsession that he watched evolve from a lame hobby into a punter’s passion. “(Friends would say) ‘Oh, you’re playing golf, that old man sport’, now it’s turned around to ‘Any chance you could give me a few tips?’,” he said. “It’s funny how it’s changed.” The young entrepreneur recently launched Always Golf, Perth’s first 24/7 golf-specific gym. Mr McCole said the beauty of golf is its inclusivity, regardless of skill level. “I played soccer, but if I sit down with a professional, we can’t relate . . . a scratch golfer can relate to a complete beginner,” he said. “We’ve all missed that silly one-foot putt . . . we’ve all shanked the shot, snap hooked the drive.” Golf isn’t just younger, it is more gender diverse. Gallacher has been taken aback by the number of women getting into golf. “Golf used to be so intimidating, I’d go to the course and be like ‘oh my God, I’m the only girl here’,” she said. “Now when I go to local courses . . . there’s women everywhere, I’m not the only one anymore.” Ms Elliot said that off-course golf has seen female participation in the sport explode. “If you’re looking at the traditional golf that’s going to a golf course that membership growth has been quite steady year on year, two to three per cent and the demographic there for females is getting younger,” she said. “If we look at off course, that has grown significantly over the last few years, the further off course you go, the young it goes for females and the more females that are playing.” Despite the sport’s historic reputation, golf simulators have provided a comfortable pathway for beginners to tee off. Where they can have the experience of smoking a drive or flushing an iron in a laid-back setting. “It’s a short format of the game and those intimidating barriers aren’t there, and also the barriers in terms of having to purchase equipment,” Ms Elliot said. “For females it’s a really welcoming environment to actually go for the first time and pick up a golf club to have a go. “It’s a great way to introduce golf in a safe environment and it’s with your friends.” It is something that X-Golf Morley owner Dean Petrie has championed at his establishment. The indoor simulator venue is one of Perth’s newest and hopes to introduce the city’s first all-women’s simulator league. “It creates a better environment for these people who’ve never played golf to give it a go,” Mr Petrie said. “You don’t have groups of guys behind you hitting up, going hurry up because you’ve never hit a ball before and you can only hit it 50 metres at a time.” The establishment is in season two of their indoor league and boasts an all-female team — there is hope that could expand to their own competition as interest grows.