Next year, 2026 will be year thirty for Golfaround, we can’t believe it. It’s remarkable to reflect on the profound changes that have shaped our communities, workplaces, technologies, and daily lives. This newsletter highlights some of the most significant transformations over the past 30 years, celebrating progress while acknowledging ongoing challenges.
Few areas have evolved as dramatically as technology. In 1995, dial-up internet was a luxury, mobile phones were the size of bricks, and “streaming” meant something entirely different. Many Golfaround members did not have e-mail and snail mail, and hand delivery was the way to register. Today we have the luxury of a website and online registration, gone are the days of manually filling out credit card information and then having to phone the information into the merchant service.
In 1997, golf in Calgary experienced a boom. The city’s growing population and rising affluence led to increased interest in recreational activities, and women’s golf was extremely popular. New championship courses such as Priddis Greens, Heritage Pointe, and Sirocco Golf Club opened, reflecting both the demand for premium experiences and the optimism of developers during Calgary’s economic expansion. Municipal courses like Shaganappi Point and McCall Lake remained popular, offering affordable access to the sport for residents. We, Golfaround, were in the right place at the right time. During the next five years we grew from twelve to over 400 and expanded to Edmonton.
The 2008 global financial crisis and subsequent downturns in the Alberta oil sector had a profound impact on Calgary’s golf industry. Membership numbers at private clubs declined, and some courses faced financial difficulties. As the new millennium progressed, Calgary’s demographics began to shift. The city saw an influx of younger families and immigrants, leading to diversification of recreational interests. While traditional golf participation remained strong among older adults and women, younger generations sought out less time-intensive activities. The reduction in participation challenged the golf courses however they welcomed our women’s organizations as we were guaranteed revenue that they could depend upon, and our teaching component helped assistant golf professionals make ends meet and also increased their client base.
Over the last decade, technological advancements have reshaped the golf experience in Calgary. Online booking systems, and virtual coaching tools have improved convenience and engagement. Indoor simulators and driving ranges, have enabled year-round play despite Calgary’s variable climate. Social media has also played a role in marketing courses and connecting with younger audiences. All these changes impacted Golfaround and our ability to offer the exemplary service our members are used to. Members also now belong to more than one organization and are not as flexible when booking and this has been an ongoing challenge.
The pandemic, beginning in 2020, had a profound effect on golf in Calgary. While restrictions impacted many sports, golf experienced a resurgence as a safe outdoor activity. Courses saw record bookings, and participation rose among diverse age groups. This renewed interest has persisted. In response, many clubs shifted their business models, offering flexible membership structures, pay-as-you-play options, and corporate event packages. In addition, they have reduced access to outside groups, and green fees at some clubs have drastically increased. Over the years, Golfaround has been fortunate to receive steadfast support from several clubs. However, it is disappointing to acknowledge that some of these clubs, after 29 years, no longer require our involvement. This shift has been challenging for our organization as we have valued these long-standing partnerships and the opportunities they created for our members. We still have many golf courses and golf professionals who totally support Golfaround and we are very grateful for their support.
Additionally, the role of golf professionals within these clubs has changed. There is less interest among some professionals in offering the teaching component that has been central to Golfaround’s programs. Furthermore, the rates for golf instruction have increased to levels that are often beyond affordability for many members. These factors have made it increasingly difficult for us to maintain the same level of service and value that our members have come to expect.
The past 30 years have brought incredible change, but the pace of transformation shows no signs of slowing. As we navigate the next decades, we need to embrace innovation, think outside the box and react to the challenges that are upon us. We value our members and want to be the best we can be while meeting your needs, building on our strengths and providing new opportunities.