One of the recurring themes in Scottish golf this past month has been the way businesses are adapting to changing consumer expectations.
Demand for golf remains strong, but the organisations benefiting most appear to be those that are finding new ways to package, deliver and monetise the game. Whether through technology, new formats, fresh commercial partnerships or investment in infrastructure, traditional models are evolving.
That was perhaps most obvious in St Andrews, where the Links Trust struck a partnership with American Express designed to create a new route to market for one of golf's most sought-after experiences.
Eligible American Express cardholders in selected countries will be able to enter dedicated draws for the opportunity to buy golf packages for themselves and a guest (Image: Gordon Terris)
The agreement does not create a single additional tee time on the Old Course, where demand already far exceeds supply. Instead, it seeks to extract greater value from existing visitor capacity while exposing the Home of Golf to affluent international customers.
Behind the headlines, the story highlighted a problem that would be the envy of most golf clubs: how to grow revenues when the core product is already effectively sold out. In this instance, sponsorship income from American Express will boost the trust's coffers.
A different approach is emerging at Craigtoun Golf Course, the former Duke's layout which joined the St Andrews Links portfolio earlier this year. While visitor rounds have fallen short of initial aspirations, local demand has surpassed expectations, particularly among Links Ticket holders and existing members.
The 9th green at the Craigtoun Course in St Andrews (Image: Mark Alexander)
The story offered an interesting reminder that growth is not always about attracting new visitors. Rather, it is sometimes about making better use of existing assets. In a town where access to golf has become an increasingly sensitive issue, Craigtoun is being used to create additional capacity within the wider St Andrews network.
The search for new audiences can also be seen at Trump Turnberry. The Ayrshire resort's decision to open a new 12-hole par-three course reflects a growing willingness among operators to experiment with alternative formats.
Traditional 18-hole golf remains the backbone of the industry, but shorter formats are becoming increasingly popular among families, beginners and time-pressed players. By introducing a course that can be enjoyed alongside its championship layouts, Turnberry is effectively broadening its customer base while creating another reason for visitors to spend time and money at the resort.
Trump Twelve has been built on land previously occupied by the 9-hole Arran course (Image: Trump Turnberry)
Innovation is not confined to established destinations. In East Kilbride, PGP Golf Studio was founded after entrepreneur Steven Lannon identified what he believed was a gap in the market. Rather than simply offering simulator golf, the business combines technology, fitness facilities and coaching ambitions under one roof.
The concept reflects another trend becoming increasingly visible across the sector: golfers are investing more heavily in performance and improvement, creating opportunities for businesses that sit somewhere between traditional golf clubs and modern fitness centres. The fact that the venture has already reached operational break-even suggests that demand for these services may be stronger than many people realise.
Behind the scenes, investment is also continuing in the businesses that support golf itself, with Fife-based groundcare equipment specialist Double A Trading expanding into the west of Scotland following a £1.8 million banking deal.
