Letter to the leaders of the PGA of America, PGA Tour, USGA and the LPGA regarding the recent cut in funding for the Grassroots Grants Program.
According to the National Golf Foundation’s “Short Game 3 -Minute Insights report“ of Feb. 14, Valentine’s day,” The face of golf may have changed more in the past five years than the previous 50.”
Golf’s latest participation numbers reveal unprecedented diversity in the game. Year-end data for 2024 shows significant increases by women and girls and people of color, two distinct but overlapping segments that have historically been underrepresented in the sport.
Among the 28.1 million Americans who played golf on a course in 2024, (the most since 2008), 28% were female and 25% were Black, Asian or Hispanic, both representing the highest proportions ever recorded. These numbers — not mutually exclusive — reflect the continued evolution of the sport’s participant base, particularly when compared to historical benchmarks.
But it was a Chicago style Valentine’s Day massacre when on Feb. 17 that I and others were informed that $200,000 had been cut from the Make Golf Your Thing Grassroots Grants Program from $700,000 to $500,000 for 2025. That is $200,000 that could have been used by community-based organizations across America to bring even more golfers to the fold.
Opportunity missed or denied?
Make no mistake, I acknowledge the efforts of Greg McLaughlin, Sandy Cross and Neera Shetty in managing this program, but this goes beyond them.
The entire industry must now take greater ownership and accountability.
The report also stated that
“The record levels of participation and representation in the key segments above suggest that golf is not only becoming more reflective of America’s changing demographics but the industry’s efforts to create a more inclusive environment are bearing fruit, setting the stage for continued growth and diversity in the years ahead. The growth has been especially pronounced in recent years. Since the start of the pandemic, there has been a net increase of 2.3 million females and 2.1 million golfers of color playing on course. Women and girls have been particularly impactful in driving the sport’s post-pandemic growth, accounting for approximately 60% of the net gain in green grass golfers since 2019. The female golfer population has now reached nearly 7.9 million – an all-time high.
The growth in racial and ethnic diversity has been even more dramatic when viewed over a longer period. In 2024, there were almost 7 million Black, Asian and Hispanic on-course golfers, also a record total. This stands in contrast to 1990, when People of Color represented 8% of green grass golfers. By 2000, in part because of the emergence of Tiger Woods, this representation rose to 16%.
The ongoing shift mirrors broader demographic changes in the U.S. population, which continues to become increasingly diverse in terms of racial and ethnic makeup. In 2000, for example, People of Color represented 30% of the U.S. population age 6 and older. Today, that proportion has eclipsed 40%.
The record levels of participation and representation in the key segments above suggest that golf is not only becoming more reflective of America’s changing demographics but the industry’s efforts to create a more inclusive environment are bearing fruit, setting the stage for continued growth and diversity in the years ahead.”
I applaud and appreciate all of the efforts of the PGA Tour, PGA America,LPGA and the USGA but the folks in the trenches where many people of color live, work and play are in fact the grassroots community organizations leading the charge in many cases. Denying these groups the much-needed funds is a disgrace and cannot be ignored. It is a slap in the face to their efforts. It is telling them they are not as important this year as they were last year or in 2020 when George Floyd was murdered which by the way spurred many golf organizations to make bold statements about their commitment to inclusion.
- Remember in 2020, PGA Tour Commissioner, Jay Monahan announced a commitment to donate at least $100 million over 10 years to nonprofits that promote equity in the communities where the PGA Tour plays. I understand that this objective has been met in 2023. Congratulations! Just Do It -Again!
The money can be found as it is not lost.
Let’s not forget the sport’s commitment to player equity
- The PGA Tour has committed to awarding $100 million annually to players through the Player Equity Program
- That money will come from PGA Tour Enterprises, a for-profit company created with an initial $1.5 billion investment from sports team owners. Clearly a great demonstration of commitment and creativity.
There may not be enough money in the budget of the organization in charge of the program, but I know there is money in the industry to not only add the $200K but to indeed increase the grassroots grants funding to at least the million-dollar level where it should be as an absolute minimum.
Furthermore, the guidelines state
New in 2025: We do not provide grants to organizations: (a) for event sponsorships, (b) brick-and-mortar requests, (c) that currently receive significant support from leading golf organizations, or (d) have 2024 revenues of more than $250,000.
OK ,I get items a, b and c but where do the programs with budgets over $250,000 go?
Take for instance, Women in Golf Foundation of Atlanta GA , College Career & Beyond (CCB) formerly known as Midnight Golf in Detroit, MI and SwingPals of Durham NC each of whom has revenues over $250,000. Are they now deemed less worthy? What are they supposed to do? Where do they go for much needed dollars?
Come on Golf Industry , you can do better. You must do better.
As stated on the Make Golf Your Thing website describing the grassroots grant program:
In May of 2021, the golf industry collaborated to introduce a new Grassroots Grant Program (GGP) designed to increase participation among those who are underrepresented in the sport. The Grassroots Grants program is facilitated through the American Golf Industry Coalition, a division of the World Golf Foundation. To date, the program has awarded 318 grants totaling $2.5M to 183 unique organizations since May of 2021.
I’m proud to have been one of the 4 people who convinced the respective presidents and commissioners of the aforementioned organizations to institute the program. I have also reviewed over one hundred applications since program inception and have learned first-hand of the work being done in the trenches led by people who have limited resources but find a way anyone to run programs which cultivate new golfers and support others.
So wouldn’t one conclude that this cut may be the wrong direction by the leaders of the Make Golf Your Thing effort. Wouldn’t this report suggest that the groups and organizations that have received much needed financial support over the past several years need to have increased resources allotted to their efforts to introduce and educate recreational efforts in the US?
Certainly, the industry led programs are doing a great job. If we have not shown anything else we have shown that the industry cannot do it alone. The industry must partner with non-industry professionals who know their local community and to encourage and educate new golfers.
Come on golf industry , this is what we call an okey doke moment and it needs to be corrected. “Find The Funds” is my new slogan.
Where can these dollars be found? Let me offer a few ideas.
1) Appeal to the several hundred men and women professional golfers to donate a percentage of their winnings to this cause – voluntarily. Whether first place or last place.
2) Communicate with the local tournament committees in charge of the charitable donations and encourage them to add to this effort.
3) Establish a Grow the Game, Make Golf Look Like America fund by adding $1 to every ticket sold at every professional golf event in the United States.
These are just a few ideas and I’m sure it might strike a chord, but it is offered in the spirit of acknowledging shrinking budgets and therefore the need for new ideas to be discussed, considered and implemented.
I am asking for an audience with the respective commissioners and presidents of these governing organizations to discuss these and other ideas to “Find the Funds” and accelerate the effort to make golf look like America.
Why?
Simple, I love the game and respect what I know what these community organizations have done, I know what they could do, and I know what they can and will do with proper resources.
Let them breathe.
Respectfully,
James R. Beatty
Cofounder of the Grassroots Grants Effort
