Thursday Jun 30, 2022
FIRST THOUGHT

What's the most popular participatory sport in the United States? Well, according to National Golf Foundation and Physical Activity Council/SFIA data, the answer is golf — by a wide margin. In 2021, 37.5 million people either played on a golf course, practiced on a driving range or attended a golf venue such as Topgolf or Drive Shack. A distant second at 27.1 million was basketball in the form of playing in a league, pick-up or just shooting in the driveway. Rounding out the top five were tennis (22.6 million), skiing (19.2 million) and soccer (17.9 million).

> The First Call | Weekend Edition: Join the growing The First Call | Weekend Edition community for free on Substack. The weekender is a recap of the industry's happenings and continues to evolve. And, like The First Call, it's emailed directly to your inbox each Saturday morning. So check it out here.

> Question of the Week: What's on your mind? Share your thoughts on golf, whether it's about LIV Golf, the PGA Tour, a rules issue, the best player of today, whatever is on your mind.
Send replies on this question or other topics to shall@morningread.com. For your response to be published, you must include first and last name, along with city and state of residence. Read last week's responses.

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READ, WATCH, LISTEN

> LIV Golf has landed in the U.S., and its newest members have more to talk about than just money
[Alex Miceli | SI / Morning Read | Read]

> The protector of the Old Course: Why the ninth superintendent's watch could be the most critical
[Jamie Kennedy | Golf Digest | Read]

> A Black-owned golf apparel brand finds an audience with the NBA
[Michael Croley | Bloomberg | Read]

> Alternate reality
[Jordan Perez | Fire Pit Collective | Read]

FACT OF THE DAY
DID YOU KNOW ...
West Virginia is the only state where over 50% of total golf club retail value is in the green grass channel. This is due to the fact that West Virginia has 105 golf courses, and only one off-course golf specialty store.

Source: Longitudes Group Market Value Model 2021
THE INDUSTRY
Company’s first on-site retail experience offers consumers with a selection, installation experience
Read More
'Inside Every Golfer… is a Better Golfer' 30- and 60-second spots to feature Scheffler using the golf fitness platform
Read More
Buffalo Group's B2B agency chosen to raise awareness Vortex Weather's product as it pertains to golf, concerts and general outdoor event environments
Read More
Litchfield Park, Arizona, course will undergo a four-month bunker enhancement project, focused on refreshing the 48 year-old course’s 44 fairway and greenside bunkers
Read More
This year's event scheduled for November 1-6 at the Slammer & Squire Course at World Golf Village in St. Augustine, Florida
Read More
#QOTD
"You don't lead by pointing and telling people some place to go. You lead by going to that place and making a case."
— Ken Kesey
ICYMI
The past, present and future of mental coaching in golf
As professional golf grows more lucrative, the sport’s elite players are left searching for an advantage. That edge is coming in the form of sports psychology
TUNING IN

LIV Golf Invitational: Portland
Site: Pumpkin Ridge Golf Club, North Plains, Oregon.
Streaming: Today-Saturday, LIVGolf.com, Facebook, YouTube.

PGA Tour: John Deere Classic
Site: TPC Deere Run, Silvis, Illinois | GCSAA Fact Sheet
Television: Today-Friday, 3-6 p.m. (Golf Channel); Saturday-Sunday, 1-3 p.m. (Golf Channel), 3-6 p.m. (CBS).

European Tour: Horizon Irish Open
Site: Mount Juliet Estate, Thomastown, Ireland.
Television: Today-Friday, 8 a.m. to 1 p.m. (Golf Channel); Saturday-Sunday, 8 a.m. to 12:30 p.m. (Golf Channel).

CALENDAR

JULY
13-14: LPGA Leadership Academy, Liberty Corner, N.J. | Info
19-20: LPGA Leadership Academy, Gainesville, Va. | Info
26-27: Multi-Course and Resort Operators Retreat, Charleston, S.C. | Info

AUGUST
1-2: LPGA Leadership Academy, Newcastle, Wash. | Info

JANUARY
23-25: Golf Business Conference, Orlando, Fla.
24-27: PGA Show, Orlando, Fla. | Info

FEBRUARY
6-9: GCSAA Conference and Trade Show, Orlando, Fla. | Info

To submit events for the calendar, please include the event name, date, location and informational link to info@firstcallgolf.com.

THE LAST CALL