I played a round of golf with my son recently – something we hadn’t done since he was probably 12 (he is now 32) – and the time with him was priceless. While we regularly talk, and even visit each other often, the time on the golf course was simply different. Relaxed. The craziness of the world was silenced. It was my son, golf, laughter, chatter and nature. I told him we needed to do this more often, and he agreed.
The golf outing reminded me that for decades, golf was the quintessential environment for building relationships, bonding with clients, and even closing deals. The golf course was where trust was forged, strategies were discussed, and partnerships blossomed. But in today’s fast-paced, technology-driven world, the role of golf in business development seems to have faded, and that’s a shame. What happened, and is there still room for golf in the business toolkit?
There was a time when spending four to five hours on the golf course was not just acceptable but expected in the business world. The unique combination of physical activity, mental focus, and extended time together created a setting ripe for authentic connection. It wasn’t just about the game—it was about the conversations between holes, the camaraderie built in shared successes and failures on the course, and the mutual respect developed in the process.
Several factors have contributed to golf losing its status as the go-to networking tool:
TIME PRESSURES…
In a world where “time is money,” spending an entire afternoon on the golf course can feel like a luxury few can afford. Executives and clients alike are often pressed for time, juggling packed schedules and opting for quicker, more immediate forms of communication.
CULTURAL SHIFTS…
The rise of diverse and inclusive workplaces has shifted focus away from traditionally male-dominated activities like golf. Many businesses are now looking for alternative ways to connect with clients that appeal to a broader audience.
TECHNOLOGY-DRIVEN NETWORKING…
Virtual meetings, emails, and social media have streamlined the way we interact. While these tools are efficient, I believe they lack the personal touch and depth of connection that golf once provided.
CHANGING INTERESTS…
New generations of business leaders and clients may not view golf as an appealing or necessary skill. With evolving leisure interests, activities like team sports, fitness classes, or cultural outings have gained traction as networking tools.
So, can golf make a comeback? Probably not, but despite its decline, the game still offers unique benefits that other networking environments cannot replicate:
UNDISTRACTED CONVERSATION…
Unlike a meeting room or a virtual call, the golf course offers a distraction-free zone where natural, unhurried conversations can unfold.
CHARACTER REVEALED…
How someone handles a bad shot, a long round, or the pressure of a challenging hole speaks volumes about their character—something that’s hard to gauge in a 30-minute Zoom call.
MEMORABLE EXPERIENCES…
A round of golf is an experience, and shared experiences create lasting impressions. It’s not just about the game but the memories formed on the course.
To reestablish golf as a valuable business tool, a shift in perspective is needed. Here are some ways to revitalize golfs role:
EMPHASIZE QUALITY OVER QUANTITY…
Instead of using golf as a frequent networking tool, reserve it for key relationships where depth matters more than breadth.
PROMOTE INCLUSIVITY…
Ensure golf outings are welcoming to all, breaking down traditional stereotypes and making it accessible for anyone interested in the game.
LEVERAGE HYBRID MODELS…
Combine golf with other activities, like a post-game dinner or a charity tournament, to maximize the experience and appeal to different preferences.
EDUCATE YOUNGER GENERATIONS…
Encourage younger professionals to take up the game, highlighting its long-term value in relationship-building.
Golf may no longer dominate the business world as it once did, but it still holds a unique place for those willing to embrace its potential. By adapting to modern trends and focusing on its strengths—connection, character, and shared experiences—golf can remain a powerful tool for building and nurturing professional relationships in a way that no email or virtual meeting ever could.
When was the last time you golfed with a client or prospect?
Joe Bouch
CEO, 78Madison
78Madison is a full-service, Winter Spring (Orlando), Florida-based marketing, digital, advertising, public relations and social media agency. Let’s start a conversation, over 18 holes of golf if you’d like. jbouch@78madison.com or (407) 788-7070.