Opinion & Analysis
How Snapchat Can Help Grow Golf
The National Golf Foundation says that “Avid Golfers” (those that play at least twice a month) currently number 6.2 million golfers in the U.S., down from their high of 10.2 million in 2000. It’s no secret that participation in the game of golf has been in decline, and almost everyone can agree the best way to grow the game is to ignite interest from millennials and America’s youth. Past solutions have only slowed the decline, however, and the majority of kids today would rather play Minecraft or watch Netflix instead of hitting a little white ball toward a hole in the summer heat. At least they think that’s what they’d rather do.
If you’re on GolfWRX, there’s a good chance you’re also on Facebook, Twitter, and Instagram. You may not use Snapchat, however; an app that has been spreading across the country. Fourty-one percent of people 18-34 in the U.S. use Snapchat, and usage continues to grow.
One of Snapchat’s main features is the use of what are called “geofilters.” You take a picture, and depending on your exact location, various geofilters will appear. These are small visual overlays that you add on top of your picture. Here’s an example of a geofilter in New Burgh, New York.
If you take a look at any social media platforms today, the top shared content is either a picture or a video. It just so happens that golf courses can make absolutely stunning pictures and videos. Think about it; I’m sure you have that one hole at your local course that’s gorgeous at sunset.
Snapchat is all about sharing your experiences with your friends, and the new feature that lets businesses buy a custom Snapchat geofilter at an inexpensive annual rate could bring a huge return on investment for golf courses.
The current rate for a custom geofilter seems to be going for about $450 for 20,000 square feet. Of course, it would be insanely expensive to geofence the entire course, but if you stick with the balcony of the club house and maybe the gorgeous tee box on the 18th hole, then that $450 investment might pay off big. If golf courses are really trying to become more popular among the 18-34 year olds, why not meet them where they are, and where they are is Snapchat.
If only five people per day take a Snapchat, see the geofilter, and add it to their story, then that’s about 500 impressions every day. Multiply that by 365 days = 182,000 impressions. That’s $2.47 per 1,000 impressions, which isn’t that expensive. Plus, it’s not an annoying ad. It’s a friend suggesting friends that this place is cool and you guys should come here.
A Snapchat geofilter could have an exponential return as well. As more and more people come across the geofilter and share it with all of their friends, their friends are going to come play and share it with their friends. And on and on. If golf courses are really trying to gain interest in what could be the next generation of avid golfers, it’s time to talk to millennials in their preferred medium. Social media is here and it’s here to stay. Businesses that learn to shift and pivot will win and those that don’t will lose.
I got in touch with Grant Cardone, a real estate and marketing mogul, who had this to say about Snapchat.
“I’m 59 years old, I have hundreds of millions of dollars in real estate, and I use Snapchat as a tool to grow my brand and business.”
Just like Mr. Cardone has utilized Snapchat to grow his company, the golf industry needs to capitalize on this new opportunity to grow the game among the next generation of golfers.
Opinion & Analysis
Brandel Chamblee PGA Championship Q&A: Rose’s huge McLaren risk, distracted LIV pros and why Aronimink suits the bombers
PGA Championship week is here, and Brandel Chamblee did not hold back in our latest discussion ahead of the season’s second major.
In our 2026 PGA Championship Q&A, golf’s leading analyst made the case that PIF pulling LIV’s funding has left its players competing in a state of confusion, called Justin Rose’s mid-season equipment switch a huge risk at 45, and explained why Aronimink will be a bombers’ delight this week.
Check out the full Q&A below.
Gianni: With the PIF confirming that they’re pulling funding from LIV at the end of the season, what impact do you expect that to have on the LIV players competing at the PGA Championship?
Brandel: I would imagine that they have all been thrown into a state of confusion, and will be distracted, not knowing where they are going to play next year and not knowing exactly their road back to either the DP World Tour or the PGA Tour. Or in Rahm’s case, being tied to a sinking ship for the next few years, likely playing for pennies on the dollar in events that no one cares about or watches.
I doubt this would put him in the best frame of mind to compete at his highest level. Keeping in mind, however, that majors are the only time that LIV disciples get to play in events that matter, so never disregard the motivation they have to prove to the world they are still relevant.
Gianni: Justin Rose switched to McLaren Golf equipment mid-season while playing some of the best golf of his career. What do you make of the change?
Brandel: I don’t really know what to make of Rose switching equipment. It seems a huge risk on his part, even though it is likely, in my opinion, that the clubs he’s playing are similar, if not the exact grinds, to what he was playing previously, with a McLaren stamp on them.
Having said that, at best, it is a distraction when he seemed to be as dialed in with his game as any 45-year-old could be and trending in the majors to perhaps do something that would definitely put him in the Hall of Fame. At worst, given the possibility that these clubs aren’t just duplicates of his old set stamped with McLaren on them, he’s made an equipment change that would take time, and 45-year-old athletes don’t have the time to do such things.
Gianni: Aronimink has only hosted a handful of professional events since it hosted the 1962 PGA Championship. What kind of test does it present, and does a course with less recent major championship history tend to level the playing field?
Brandel: Even though Aronimink has only hosted a handful of meaningful professional events, it has been fairly discerning in who can win there. When Keegan Bradley won the BMW Championship on the Donald Ross masterpiece in 2018, he was the 2nd best iron player on tour coming into that week. When Nick Watney won the AT&T at Aronimink in 2011, he was 2nd in strokes gained total coming into the week.
In 2020, Aronimink hosted the KPMG Championship, and Sei Young Kim won. On the LPGA that year, she was first in greens in regulation, putts per green in regulation, and scoring average on the way to being the LPGA player of the year. And then there is the 1962 PGA Championship won by Gary Player, who eventually became just one of a few players to win the career grand slam on the way to winning 9 majors. It is a formidable test, and if it’s not softened by rain, it will bring out the best in the upper echelons of the game.
Gianni: Is there a specific hole at Aronimink that you think will do the most to decide the winner?
Brandel: The hardest hole at Aronimink in each of the three tour events that have been played there since 2010 has been the long par-3 8th hole, with the par-4 10th being the second hardest, so most of the carnage will happen around the turn, but with the par-5 16th offering opportunities for bold plays and the tough closing holes at 17 and 18, the finish is likely to be frenetic.
Gianni: The PGA Championship has always sat in the shadow of the other majors. What does the ideal PGA Championship look like in your eyes, and what would it take for it to carve out its own identity?
Brandel: The PGA Championship, to whatever degree it suffers from the comparison to the other three majors, is still counted just as much when adding them up at the end of one’s career. Almost 1/3 of Nicklaus’ major wins were the five PGA Championships he won. Walter Hagen won 11 majors, five of which were PGA Championships.
Tiger Woods twice in his career won back-to-back PGA Championships, and those four majors count just as much as the other 11 he won. The PGA may not have the prestige of the other three, but it carries the same weight. Having said that, I preferred the identity that it had as the last major of the year.
Gianni: You nailed your Masters picks. Rory won, Scottie finished solo second, and Morikawa surged to a tie for seventh. Who are your top 3 picks for the PGA Championship and why?
Brandel: I am not a huge fan of majors played on golf courses that have been shorn of most of the trees, although I understand some of the agronomic reasons for doing so and of course the ease with which it allows members to play after errant drives. However, at the highest level, it all but eliminates any strategy off the tee and turns professional golf into an even bigger slugfest. That means that it will likely be a bomber’s delight this week, but fortunately, Scottie Scheffler is long enough to play that game and straight enough to play it better than anyone else.
The major championships give us very few surprises anymore, going back to the beginning of 2012, so the last 57 majors played, the average world rank of the winners has been better than 15th in the world. So look at the highest ranked and longest drivers who are on form coming into the PGA Championship who also have great short games as the surrounds at Aronimink are very challenging. That’s Scottie Scheffler by a mile and then McIlroy and Cameron Young with a far bigger nod towards DeChambeau than I gave him at the Masters.
Club Junkie
A putter that I love and hate – Club Junkie Podcast
In this episode of the Club Junkie Podcast, we dive into one of the most interesting flatstick releases of the year with a full review of the new TaylorMade SYSTM 2 putters. After spending time on the greens, I break down what makes this design stand out, where it performs, and why it has me completely torn between loving it and fighting it. If you are into feel, alignment, and consistency, this is one you will want to hear about.
We also take a look at some of the putters in play on the PGA Tour last week. From familiar favorites to a few surprising setups, there is always something to learn from what the best players in the world are rolling with under pressure.
To wrap things up, I walk through the process of building a set of JP Golf Prime irons paired with Baddazz Gold Series shafts. From component selection to performance goals, this is a deep dive into what goes into creating a unique custom set and why this combo has been so intriguing.
Opinion & Analysis
From 14 handicap to pro: 4 things I’d tell golfers at 50
This year my 50th birthday. Gosh, where has the time gone?
As a teenager in rural Missouri, some of my junior high and high school years felt interminable. Graduation seemed light years away. But the older I get, the faster life seems to fly by.
I’m also increasingly aware of my mortality. My dad died recently. Earlier this year, a friend and fellow PGA of America professional and I were texting about our next catch-up. The next message I received was news of his unexpected passing at 48. Shortly after, a woman I dated in college succumbed to cancer at 51.
Certainly, one can share perspective at any age. Seniors help freshmen, veterans guide rookies. But reaching this milestone feels like as good a time as any to do one of those “what would I tell my younger self?” articles.
I’ve had a uniquely varied career in golf. I started as a 27-year-old, average-length-hitting, 14-handicap computer engineer and somehow managed to turn pro before running out of money, constantly bootstrapping my way forward. I’ve won qualifiers and set venue records in the World Long Drive Championships, finished fifth at the Speedgolf World Championships, coached all skill levels as a PGA of America professional, built industry-leading swing speed training programs for Swing Man Golf, helped advance the single-length iron market with Sterling Irons®, caddied on the PGA TOUR and PGA TOUR Champions, and played about 300 courses across 32 countries.
It’s been a ride, and I’ve gone both deep and wide.
So while I can consult and advise from a lot of angles, let me keep it to a few things I’d tell the average golfer who wants to improve.
1. Think About What You Want
Everyone has their own reason for picking up a golf club.
Oddly, as a professional athlete, I’m not internally driven by competition. That can be challenging, as the industry currently prioritizes and incentivizes competition over the love of the game.
For me, I love walking and being outdoors. Nature helps balance my energy. I prefer courses that are integrated into the natural beauty of their surroundings. I’m comfortable practicing alone. I’m a deep thinker, and I genuinely enjoy investigating the game, using data and intuition to unearth unique, often innovative insights. I’m fortunate to be strong and athletic, so I appreciate the chance to engage with my abilities. Traveling feels adventurous. I could go on.
You don’t have to overthink it like I do. For you, it might be as simple as hitting balls to escape work, hanging out with friends, and playing loosely with the rules and the score.
The point is to give yourself permission to play for your own reasons, and let that be enough.
But if improvement is your goal, thinking about your destination—and when you want to get there—is important, because it dictates the steps you need to take. When I set out to go from a 14-handicap to the PGA TOUR as quickly as possible, the steps I needed were very different from those of a working golfer trying to break 90 in six months. That’s also different from someone who just wants a few peaceful hours outside each week, away from work or family.
None of these goals are better than the others, but each requires a different plan that you can work backward from.
2. There Are Lots of Things That Can Work
One of the challenges of golf is that, although there are rules for playing, there aren’t clear, industry-wide standards for how to best play the game. There’s a lot of gray area.
You might hear a top coach or trainer insist that a certain move is the best way to swing or train. Then you dig a bit deeper and, much to your confusion and frustration, another respected coach or trainer says something completely different. I don’t think anyone is trying to confuse you—at least I hope not. It’s just where the industry is right now.
You have to be careful with advice from tournament pros, too. They might be great at scoring, but they’re also human and sometimes just as susceptible as amateurs to believing things that don’t really move the needle. Tour players might describe what they feel, but that’s not always what they’re actually doing when assessed with technology.
I recently ran a test on my YouTube channel (which connects to my GolfWRX article “How to use your hands in the golf swing for power and accuracy”), and, interestingly, two of the most commonly taught hand actions produced the worst results in the test.
Coaches can certainly help. If you find someone you connect with to help navigate, that’s great. But there are many ways to get the ball in the hole. In the current landscape, you may need to seek multiple opinions, think critically, and use your own intuition to discern what seems true and whose advice resonates with you.
I’d recommend seeking someone who is open-minded and always learning, because things constantly change. Absolutes like “correct” or “proper” should raise a red flag. AI can be useful, but it tends to confidently repeat popular advice, so proceed with caution.
3. Get Custom Fit
If you’re serious about becoming a better player, getting custom fit is hugely important. There’s no sense fighting your equipment if you don’t have to. Most better players get fit these days and, if they don’t, they’re usually skilled enough to work around clubs that aren’t ideal.
If you plan to play for a long time, it’s worth spending a little more upfront to get something that truly fits you and your game, rather than continually buying and discarding equipment.
Equipment rules haven’t really changed significantly since the early 2000s. To stay in business, manufacturers keep pushing those limits. If you pull a bunch of clubs and balls off the rack and test them, you’ll find differences. I’ve tested two new drivers and seen a 30-yard total distance gap. Usually, the issue isn’t bad equipment; it’s that the combination of components simply isn’t the best fit.
It’s like wearing a new pair of floppy clown shoes. Sure, they’re shoes—but you won’t sprint your best in them compared to track shoes that fit perfectly.
Be wary of what’s called custom fitting, too. Sometimes the term is used as a marketing strategy rather than an actual fitting. In some retail settings, fitters may be incentivized to steer you toward higher-priced components. That doesn’t automatically mean it’s not the best fit, but you should be aware of potential biases.
I learned a version of this lesson outside of golf. Years ago, I bought a tennis racquet at a big box store from a seemingly knowledgeable employee who thought it would suit me best. The racquet gave me tennis elbow, and I spent months recovering with rest and acupuncture. The next season, I invested more time and money to find what actually fit me, and I walked away with something amazing that I still play with years later.
So if you’re going to get fit, be smart about it.
Find someone you believe has deep knowledge—possibly with certifications, but not necessarily. Make sure there’s a wide inventory across many brands. Check recent reviews for the individual fitter if possible. Make sure you trust that the fitter has your best interests at heart. If they’re wearing a hat or shirt with a specific brand’s logo, proceed with caution. Unless you specifically want a certain brand or look, be wary of upsells, especially if two options perform nearly the same.
Also, while golf is called a sport of integrity, there’s a thread of manipulation in the industry. I once drafted an equipment article for an industry magazine, structured just like one of their previous popular stories, with matching word count and great photos. The assistant editor loved it; it was useful to readers and required little work on his part. But the editor-in-chief nixed the story. When I asked why, I was told it was because I wasn’t an advertiser. It turned out the article I’d modeled mine after was a paid ad cleverly disguised as editorial content.
I really dislike games, clickbait, and fear-based manipulation. I hope this changes, but golfers deserve to know it exists.
4. Distance and Strategy Matter
There’s a real relationship between how far you hit the ball and your scoring average, even at the PGA TOUR level.
I experienced this early in my pro career. I started as a power hitter, swinging in the high 120s and breaking 200 mph ball speed with a stock driver.
Back then, some instructors advised swinging at 80%, so I tried slowing down for more accuracy. That worked fine on shorter, tighter courses. But on longer setups, I was coming into greens with too much club, and par 5s stopped being
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Phil Yang
Aug 25, 2017 at 3:57 pm
The golf industry needs to focus on retaining the golfers. I left my club in disgust because the lousy way I was being treated. The club focused very hard in trying to recruit new members but stopped trying to accommodate current members. If the golf industry made sure the current golfers are happy to be golfers, that may create a more desirable effect than bending every which way in an effort to attract new golfers. Personally, I’m intrigued more by other’s passionate endeavors than by somebody trying to trick me into liking something I’ve no interest in.
Katie
Aug 24, 2017 at 4:52 pm
@Ryan I think the article is bang on in terms of appealing to the 18-34 target. Youtube requires a lot more resources (video content, filming, editing, promotion of finished content), Instagram doesn’t exactly have rave reviews when it comes to ROI for ads and the majority of that demo is one of the smallest/least engaged targets on Facebook (especially when looking at ad stats/view rates). I’d say using Snapchat to engage 18-34 year olds is a smart, cost efficient, time-saving solution for golf courses and any brick and mortar businesses as long as they promote their usage of Snapchat properly.
Joe Burnett
Aug 25, 2017 at 9:07 am
Exactly Katie!
Allan A
Aug 24, 2017 at 2:08 pm
Millennials and American youth only play golf to clown around and display their humorous incompetence. It’s not a sporting event, it’s a bash. Nobody that age takes golf seriously as a worthwhile pastime.
If you want to grow the game in these age cohorts you gotta make it cheap, even free for an introductory period. Nobody is gonna pay hundreds of $$$ to clown around for 5 hours on a golf course.
Joe Burnett
Aug 24, 2017 at 4:21 pm
While I do see your point, I will have to disagree because I and many guys I play with are not ones to “clown around incompetently”. It’s important that people learn the rules and respect the course as well as the people playing around them- absolutely. Fortunately, not all millennials and teens are immature, and many actually have a passion to improve their scores. If golf continues to not capture the interest of the next generation, it will continue to see the number of avid golfers slide to record lows.
Port
Aug 24, 2017 at 10:10 am
People waste enough time on the phone as it is we don’t need it trickling on to the golf course.
Ryan
Aug 23, 2017 at 10:24 pm
So… interesting article – I especially appreciated the CPM breakdown of just five snaps per day. Smart approach.
However, a more thorough (and potentially richer overall) article might have detailed the advertising options available to golf courses/businesses across all of the social platforms.
In particular, you gotta be careful with the following language: “If golf courses are really trying to become more popular among the 18-34 year olds, why not meet them where they are, and where they are is Snapchat.”
If one was targeting Americans 18-34, it wouldn’t be difficult to argue that Facebook, Instagram or YouTube might be a wiser investment of a golf course’s marketing dollars.
Joe Burnett
Aug 24, 2017 at 1:09 pm
Thanks for the comment Ryan! I definitely think golf courses should utilize other social platforms, particularly Instagram then Facebook. I have a client on doing Facebook & Instagram ads now seeing around a $11 CPM. I think Snapchat is something that local businesses should jump on because of the value it provides in relation to other advertising platforms. Of course Facebook & Instagram are much more scalable in comparison to Snapchat Geofilters, but overall, a Snapchat geofilter particularly will give you more bang for your buck. Maybe I will write a follow up piece about Facebook, Instgram, & YouTube!
carl spackler
Aug 23, 2017 at 1:19 pm
is this really a thing? i dont want to grow the game if it means i have to play behind group snap chatting half the time
Joe Burnett
Aug 23, 2017 at 2:56 pm
I definitely agree with pace of play. However, this is an additional reason I think golf courses should stick with the minimum of 20,000 square feet for their geofilter. Give players the opportunity on to use the filter only on the beautiful 18th hole and watch more and more people come give golf a try.