Golf Datatech: August 2020 Retail Golf Sales Up 32%

Just amazing in all of this bleak news that the numbers keep showing interest in the sport thanks to safety and increased time for participation.

From GolfDatatech and not one mention of how distance is inspiring this spike in purchases across all equipment categories.

Kissimmee, FL., September 21, 2020 … On the heels of the U.S. Open, golf’s second major of 2020, Golf Datatech, LLC, the golf industry’s leading independent market research firm for retail sales, consumer and trade trends, has announced that U.S. retail golf equipment sales for August 2020 were up nearly 32% over the same period in 2019, exceeding the previous all-time high August (2006), by 15%.
 
In total, U.S. golf retail equipment sales for August 2020 were $331 million, compared to August 2019, which were $251 million, and the previous record year of August 2006, which were $287 million.  Additionally, five equipment categories, set all-time records for August: balls, irons, wedges, bags and gloves. Overall, golf bags were the best performing equipment category in August, up 55% vs. August 2019, while YTD bag sales are up 5%.

Not $600 drivers? Sorry, I interrupted. Continue.

 “Golf Datatech started tracking golf equipment sales in 1997 and we have never seen a surge like what has happened in the summer of 2020, coming out of the worldwide shutdown from COVID-19,” said John Krzynowek, Partner, Golf Datatech, LLC. “While the overall 2020 U.S. retail golf equipment market is still down 4.1 % YTD from 2019,  this spike is nothing short of remarkable considering the game and business of golf was shut down for a good part of the spring season.”
 
Krzynowek adds, “The August sales record, which followed an all-time record month in July, is great news for the industry moving forward.  It indicates how popular golf is today, especially as an ideal social distancing activity.  Newcomers are coming into the game, existing golfers are playing much more, and  those who once played but left for a while are returning, which is the perfect combination to drive rounds played and spike equipment sales at retail.”

2020 U.S. Open: Bryson By The Numbers

From the USGA’s notes after Bryson DeChambeau’s 2020 U.S. Open win:

• Champion Bryson DeChambeau tied for fifth in greens in regulation (46), despite tying for 26th in fairways hit (23). 

• DeChambeau’s total strokes gained of 7.90 is the fourth-highest by a champion since 1960. Johnny Miller (10.77 in 1963), Arnold Palmer (9.29 in 1960) and Jack Nicklaus(8.19 in 1967) were higher.

• This was just the third time since 2000 that the champion was the only player in red figures (Tiger Woods in 2000 and 2002).

If the fairways hit number stood out, it was historic but also not that far off from a couple of recent wins.

From Ryan Herrington at GolfDigest.com:

Consider this: Since 1981, no U.S. Open winner had hit fewer than 27 fairways, according to Golf Channel. Here’s a listing of the champs with the fewest fairways hit in the last 40 years.

Angel Cabrera, 2007, Oakmont, 27 (ranked 48th for the week in accuracy)

Tiger Woods, 2008, Torrey Pines, 30 (ranked 56th)

Webb Simpson, 2012, Olympic Club, 31 (ranked 13th)

Scott Simpson, 1987, Olympic Club, 31 (ranked 42nd)

Interestingly, while DeChambeau hit the fewest fairways compared to the four others, he ranked T-26 for the field on the week, which is the second to Webb Simpson.

As for the rest of his game, the short game performance isn’t getting enough attention. For four rounds at Winged Foot:

In other number news, Bryson’s eyeing the 48-inch driver for November’s Masters with 360-370 average yard drives in mind, writes GolfChannel.com’s Rex Hoggard.

Also, 245 is in play if he can get to the gym and his arteries can take it. From Bill Pennington’s New York Times game story:

DeChambeau is 6-foot-1 and 235 pounds — he gained 40 pounds this winter in an attempt to swing more forcefully — but on Sunday evening he was asked if he wanted to become bigger before the Masters.

“Yeah, I think I can get to 245; it’s going to be a lot of working out,” he answered.

Xander On Bryson "Exposing" Sport: "It's no longer sort of a touchy-feely game."

Xander Schauffele off a fourth-straight excellent U.S. Open performance, sounds conflicted about where things are headed as he saw Bryson DeChambeau overpower Winged Foot.

Q. What are your thoughts on Bryson just in general and what he's done in transforming his body?

XANDER SCHAUFFELE: Yeah, he's a man of his word. I said it last night, if there's anyone that I was worried about, it was him. Everyone talked about hitting fairways out here. It's not about hitting fairways. It's about hitting on the correct side of the hole and hitting it far so you can kind of hit a wedge instead of a 6 iron out of the rough. Yeah, he's sort of trending in the new direction of golf, and he said he wanted to do everything he's doing, and yeah, happy for him. He's playing unbelievable.

This answer was especially fascinating:

Q. Going back to what you said before about Bryson,do you feel like he's revolutionizing the game?

XANDER SCHAUFFELE: No. If you look at just people that have dominated, it's always been distance. Obviously, Tiger had the mix of touch and feel and everything. If you look back at he was sort of the first guy to really hit it far with those clubs. Jack hit is really far as well. All the greats hit it pretty far for the most part. It's no longer sort of a touchy-feely game. The only way to make a golf course really hard is to firm up the greens and grow the rough. It's going to make it hard for everyone, and you'd rather be the guy in the rough with a lob wedge than with an 8 iron or 7 iron. Revolutionize? Maybe he's just exposing our game in terms of, if he keeps hitting it further and further, I don't see why he wouldn't be able to win many more U.S. Opens.

And there is launch angle golf in a nutshell.

2020 U.S. Open Winners And Losers

They pulled off a fall U.S. Open and there were many more winners than losers at Winged Foot.

Winners

Bryson DeChambeau – You’ve taken enormous risks, listened to no shortage of doubters and now are a worthy, convincing major championship winner. Most impressive is the accomplishment coming on a course supposedly rigged against your aggressive style of play. Plus, no run-ins with the rules or officials, and you gave credit to your parents for the sacrifices they made. Classy win.

Matthew Wolff –  Just two majors and already a second place and a T4 at age 21. Oh and an ebullient style when so many players look so joyless.  

Westlake Golf Course – Wolff’s home away from home is also where Chris Como, DeChambeau’s distance-boost coach, got his start in the game. What a day for Thousand Oaks. Check out Sean Martin’s story here on the little course that is producing so many characters.

California – Two for two in 2020 majors along with Wolff securing a runner-up, confirming the Golden State as a hotbed of talent development. And these are no country clubbers.

Winged Foot – Sure, the winner was six-under-par and you’ll now have to wait at least eight years to wonder what the next U.S. Open winning score will be. But the restoration came off brilliantly and it’s not your fault the governing bodies are dragging their feet on equipment rules tweaks. Hey, I have an idea, why not make some form of action a requirement to host again?

USGA Course Setup – John Bodenhamer and Jeff Hall led a crew balancing architecture, science, early fall conditions, irrational Winged Foot member desires and the ghosts of USGA setups past. The task is not a pleasant one but the setup eased players into the week, moved the field around, and exuded U.S. Open difficulty all the way.

Dan Hicks – You maintained great energy during NBC’s eight hour broadcast Saturday and obviously know your home club, gulp, better than most. Sure, there were too many references to “The Foot” and most of America didn’t need to know the timing on the pro shop renovation.  But you balanced an unabashed affection for Winged Foot with storytelling, conveying the outcome of key shots while investing us in the venue. I wouldn’t expect anything different.

Poa annua – Winged Foot’s greens didn’t look so hot by day’s end but sure appeared to putt beautifully. Superintendent Steve Rabideau and team presented incredibly smooth poa annua greens. This proves for the second year in a row that the dreaded “weed” can be managed in a U.S. Open. Special shout-out to Darin Bevard’s USGA agronomy team on a success streak we hope becomes permanent.

Square Green Shapes – The restored hole locations and shapes looked incredible on TV and even the oddity of seeing so many geometrically shaped green complex fronts totally worked.

Lexus – While some undoubtedly grew concerned seeing your courtesy cars parked randomly throughout Winged Foot—mitzvah alert, always cluttering NBC camera shots—the screen time made for just the kind of organic advertising that the coveted demo admires.

Winged Foot Squirrels – Before budget cuts killed the animal cams and a whole bunch else, NBC would have made you stars this week. Still, you got in a few shots and now the tournament will leave town so you can store acorns without a U.S. Open around. Maybe the rough will finally come down too.  

Losers

NBC – Fox was missed. That’s an unfathomable notion given Fox’s early struggles and NBC’s former place atop golf television. But Fox got a lot better and corporate budget cuts at NBC clearly took a toll in too many departments to list here. The broadcast lacked the technology, production values, sense of place and other little stuff NBC was famous for bringing to golf. Worse, so much cut from producer Tommy Roy’s pallet was just the kind of stuff viewers came to love from Fox’s USGA telecasts and CBS’s recent “Return to Golf” run.

Danny Lee – A terrible look with the Saturday six-putt and putter slam into the bag, followed by a WD. That came 90 minutes after play due to a wrist injury, but it took a Tweet from No Laying Up’s Tron Carter to shake the replay of your meltdown free of NBC servers. How did this not make on an eight hour telecast, only to be aired on the early morning pre-game?

Green Reading Books – A rule change designed to make these silly novellas more difficult to read has only added time to rounds. Speaking of slow play…

Slow Play – The USGA miraculously got the field around Thursday and Friday, but Sunday’s last twosome took just over four hours and thirty minutes, including 2:15 on the front nine even with the duo taking just six shots to play the par-5 ninth. Yes it’s a big course with high rough and diabolical greens, but matters are not helped by the players never facing a penalty the way they are at all other USGA championships.

Tiger And Phil – This fan-free golf just doesn’t seem like your thing. Maybe next year at Torrey you’ll give it one last college try.

Lost Ball Search Committee – The thankless task to minimize lost balls was mostly a success, but an early Thursday disappearance of Jordan Spieth’s Titleist and Sunday’s loss of a Harris English first tee shot will not be soon forgotten. We still appreciate your service.

Huge Square Tees – They just didn’t have the same character as those charismatic putting surface shapes.

Nothing To See To Here Society – Saturday’s bomb-and-gouge numbers combine with the future of players bulking up to showcase how silly it is that we have governing bodies still tap dancing around the distance debate.

Club Pro Guy – Bryson’s trophy ceremony thank you to CPG was almost an elite moment for the former Mexican Mini Tour player-turned-Yucatan National instructor.

Winning Score Watchers – Six-under-par. The travesty! The horror! Form a committee to find more back tee land and assess only those members who whine about this U.S. Open.

Rick Pitino – Your new house behind the third green is not situated properly for a flip to lengthen the fourth. Oh, and social distancing in the Pitino grandstand needs work even in a non-pandemic year.

The Importance Of Hitting U.S. Open Fairways Isn't What It Used To Be

Lee westwood after round 3

Think about all the effort put into juicing the roughs with fertilizer, fine tuning the lines a bit to make the players lay up so the ball doesn’t have to be regulated and the excitement at seeing them punished!

Not happening. At least, not for the 2020 U.S. Open leaders.

The most stout rough we’ve seen in some time is not meaning a darned thing at Winged Foot, as Matthew Wolff takes a two stroke lead into Sunday. Two, also happens to be the number of fairways hit in a 65 that featured two very makeable birdie misses. Wolff has hit 12 fairways after three rounds leaving him tied for 58th. The bottom portion of the fairways hit ranking:

In second place sits Bryson DeChambeau, whose found 17 of 32 fairways, placing him T31 in that category.

To recap: the top two players hit 5/28 fairways but 23/36 greens Saturday.

Yes, two players with a legit shot Sunday are hitting fairways and they may still flip the narrative if 57% is a number that affirms your faith in tee ball accuracy:

Digging into the course stats, note how just four holes saw a higher fairway hit percentage than green in regulation. The other ten driving holes saw higher GIR’s than balls in the fairway, with some showing a huge discrepancy indicating that the short grass means only so much.

Also note how small the cost of rough was Saturday, with only four holes having it cost a half stroke or slightly more.

Third round leader Patrick Reed’s ballstriking struggles did finally catch up to him, so there is that for those wanting to insist there is great relevance in hitting fairways.

But the distance numbers suggest launch angle golf is working and there is no reason to do anything but bomb away. A staggering 38 players are averaging over 310 yards through three rounds with only 7 players averaging under 300.

The 310-and-up club, led 15 players averaging over 322 yards for the week on the measuring holes.

While it should be a fun final round to watch, this week reminds those who’ve forgotten the previous bomb-and-gouge era that juiced rough still does not discourage the strategy. Still, it is stunning to watch the approach work so well on a course rigged to diffuse such an approach.

The madness of it all was summed up at the NBC telecast’s end when Roger Maltbie was asked by Dan Hicks about Bryson DeChambeau’s attacking style.

“Every part of me wants to not like this, that you just reduce the game to power and the fairway becomes less important, especially at a U.S. Open because historically, that’s just not the way it’s been done,” Maltbie said. “But this is impressive and (DeChambeau is) convincing me that he’s not wrong in the way that he’s assessed how to play the game now.”

Paul Azinger then offered this assessment.

“What are you going to do if you want to neutralize these guys, or if you want to make them accurate? Is power going to trump accuracy in this great game? The answer, it seems, is yes…one single club has made the difference, and it’s the driver.”

"A PGA veteran’s callous joke about blackface and Tiger Woods turned into a lesson on empathy"

I’m not sure I would have dropped on day one of the U.S. Open and might recommend bookmarking if you want to stay focused on the tournament. But Michael Williams files a lengthy, shocking, bizarre and eye-opening piece for The Undefeated detailing something he witnessed at last year’s U.S. Open.

Shocking because it involves one of the best people you’ll meet in professional golf—Charles Howell—who has gone above and beyond to learn from the incident. As always, please hit the link and take all of Williams’ piece in, but below is the setup.

I’ll add this to expedite matters: picture a lot of affluent people in a Lexus tent at Pebble Beach, one that make you wonder why need to have these corporate tents in the first place (oh, right, growing the game).

Williams writes:

I had been invited to the tournament by one of the corporate sponsors of the USGA, the organization that owns and operates the US Open. One of the perks was the opportunity to attend private post-round interviews with players, including Howell, in the sponsor’s hospitality tent beside the 18th fairway. As a golf journalist, I was familiar with Howell as a player, but I didn’t know much about him personally. While he wasn’t a contender to win (Howell finished tied for 52nd, 17 strokes behind winner Gary Woodland), I decided to attend to get some insight into how a physically unremarkable guy had willed himself to a remarkable career.

Todd Lewis of the Golf Channel was slated to ask Howell and fellow pro Patrick Cantlay about how the players thought they did, what their chances were, the difficulty of the course, etc. Typically, the players’ answers would match the banality of the questions.

But after a couple of softballs, Lewis started describing a story that Howell had shared with him when asked for an amusing anecdote. “You all remember the night Tiger Woods hit the fire hydrant with his car, right?” The 75 or so people in the tent laughed nervously and nodded, unsure why the 2009 accident outside Orlando, Florida, that contributed to Woods’ tragic fall was being raised at the national championship.

Lewis continued: “Now just to set the scene, there were reporters crews, camera crews, outside the gates of Isleworth from all over the world. I mean, it must’ve been 150 to 200 people there. There were helicopters flying above, trying to get pictures of Tiger’s house, the hydrant, Tiger, whomever. And looking for [his then-wife] Elin. Well, Charles decided he’d have some fun with all of that. Charles, pick up the story from there.”

Howell then told a story about how he thought it would be funny to punk the media looking for Woods.

And then it goes in rather unimaginable places from there, but with a happy ending! I promise.

We Need A Deeper Range: U.S. Open Fencing Getting Mid-Week Expansion!?

Despite years of planning and the USGA’s extensive data on distance, it appears Bryson DeChambeau’s U.S. Open driving range work will force a Tuesday evening change to Winged Foot’s temporary fencing.

I'm told the USGA plans to move the netting back on the temporary range set up on the East Course. Bryson was bombing balls over it in the direction of parked cars. Send him out there with the scissors and add it to the list pic.twitter.com/1ritnMO25H

— Brendan Porath (@BrendanPorath) September 15, 2020

I’ve independently confirmed from two sources the veracity of Brendan Porath’s Tuesday Tweet based on an email to members.

The temporary range was not deep enough for today’s triathletes who’ve been armed with launch monitors, plant-based diets and conforming non-conforming equipment. And now the fence must move.

If you know anything about the USGA, you’re aware of the planning, refinement and expense that goes into a U.S. Open site preparation. Rarely does something like this happen. They’ve done this before.

But if there is any greater lunacy indicator on the rapidly expanding carry distances in elite golf, this might be it.

If there is better evidence of being totally outsmarted by players, equipment makers and technology, this might be the capper.

My sources say cars on the other side of the fence were in danger, a situation many golf courses have had to address at great cost and all to not tweak the rules or bifurcate them.

In the message to members, the club’s U.S. Open Chairman reported DeChambeau was the primary inspiration for moving the fence and range tee markers back. Cars, he said, were in danger. And not just the ones randomly parked on course as advertisements, but real courtesy cars.

Maybe this will do it?

"Golf sees huge upswing with women and young adults"

Yahoo Finance’s Melody Hahm shares all sorts of amazing data on the upsurge in golf participation, lessons and sales.

It seems, again, that extra time and the safety of outdoor exercise in a beautiful setting is driving the boom and not any of golf’s PSA-fueled initiatives or the PGA Tour Commissioner’s claim of playing a part. Maybe that data is coming.

In the meantime, Hahm writes:

According to research from the National Golf Foundation, there have been notable increases in participation among juniors and beginners, along with returners, as golf has positioned itself as a healthy way to pass time during this crisis.

“The number of junior golfers (ages 6-17) could increase by as much as 20% this year, a potential COVID-related bump of a half million golfers by year’s end. During a time when many other activities were on hold, including youth sports in many instances, we’ve also seen increases in the number of beginning and returning golfers of about 20% during the first half of 2020,” NGF editorial director Erik Matuszewski told Yahoo Finance.

And this…

Nationally, rounds of golf were up 19.7% year-over-year in the month of July, marking the biggest increase ever for a high-volume summer month since NGF started monthly tracking in 2000. This reflects an increase of approximately 10 million more rounds than in July 2019. In August, rounds were up 3% nationwide over the same period in 2019, after climbing from a 16% year-to-date deficit on April 30.

Carolina Think Tank: “This is the state helping Pinehurst Resort with something that was probably gonna happen anyway.”

North Carolina’s John Locke Foundation “believes in free markets, limited constitutional government, and personal responsibility” and clearly holds no affinity for the state’s governor, Roy Cooper. The organization’s founder Art Pope, was the budget director for former Republican governor Pat McCrory, who lost to Cooper.

Some political stuff to keep in mind in Kari Travis’s story talking to two of their researchers charged with monitoring the state’s government and no fans of the legislative deal to bring more USGA to the Tar Heel State.

In a nutshell: they are not fans of deal re-written legislation passed and hastily signed this week securing 35 $80k+ USGA jobs, the move of various departments from Far Hills, and future majors for North Carolina.

“I’m so tired of these things, I can’t even work up fire for it,” Joe Coletti, JLF’s senior fellow for fiscal and tax policy, said after the USGA announcement. “This is the state helping Pinehurst Resort with something that was probably gonna happen anyway.”

Coletti has spent countless hours tracking North Carolina’s economic struggle through the governor’s COVID-19 shutdown. In short, he’s exhausted. And now, despite the state’s significant tax losses and slumping economy, the legislature managed to scrape together enough money for a golf deal. 

As with many states in the COVID era, North Carolina’s hospitality industry is in trouble and Colletti takes issue with the lack of any immediate effort to help the sector.

The project will yield $2 billion for North Carolina’s economy over 25 years, USGA estimates. 

“None of these numbers are real, except for what’s being paid out by the state,” Coletti said. 

Another Locke Foundation researcher pointed out the not-so-subtle handout for lawmakers and one other oddity.

USGA is legally required to spend just $5 million of its own money on the project, while North Carolinians remain on the hook for $18 million, said Jon Sanders, JLF’s director of regulatory studies. The Championship NC Act carves out a benefit for the state, too, ordering USGA to provide the Commerce Department a “hospitality pavilion” at each men’s championship. 

“Defining it as a ‘gift’ lets the governor and legislators do a statutory Jedi hand wave and say it isn’t a form of quid pro quo,” Sanders said. “We (Lawmakers) gave them (USGA) $18 million, and out of the goodness of their hearts they just up and let us enjoy this large, catered gathering place at a major championship sporting event for free. Oh, but just men’s championships, for some reason.”

Anyone who has been to a U.S. Open in normal times can envision a huge economic impact number. Maybe not $2 billion over the life of the deal—unless the Executive Committee holds every future annual meeting at Pinehurst and pays the rack rate—but certainly between the Opens and those 50 $80k minimum jobs, there will be legitimate revenue for the state.

Meanwhile the question remains for golf: what are the USGA’s priorities? Given that the organization joined with the R&A in carving out a case for a sustainability threat to the sport first recognized in 2002, subsequently postponed the next phase of discussion this summer due to the pandemic, and are signaling an interest in growing the business of golf with the North Carolina deal, it’s hard to fully comprehend the urgency of this week’s effort.

Monahan "Certain our tournaments and our players played a role in inspiring participation during the last few months"

I know the bubble’s thick down there in PVB—is it Norman Foster designed?—but this quote still gave me a hearty chuckle.

From Commissioner Jay Monahan’s state of the Tour press conference at East Lake:

Given that golf lends itself naturally to social distancing, recreational play has seen a surge in recent months. As one of the few professional sports competing earlier this summer, I'm certain our tournaments and our players played a role in inspiring participation during the last few months, and we look forward to building on all this momentum as we head into the end of the year and into 2021.

Recreational play was strong during the COVID-19 quarantine(ish) before the Tour restarted in June and was robust from the outset thanks to golf’s outdoor setting, safety and most of all, a huge increase in free time for active participants or wannabe players. Only in Cult Ponte Vedra could they believe they inspired the robust increase in play.

Ranking For The Wee Ones: Golf Magazine Lists Best Par-3 Courses, Nine-Holers And Under-6000 Yarders

Welshpool

Rankings have become redundant, or worse, the last profit centers for some publications. The sheen is all but gone from most listings, though Golf is sticking to a small panel of experts and now, three lists that will only hopefully inspire more non-18-hole, non-elitist recognition of what matters: fun places to play.

Ran Morrissett sets up this new “top 100” this way:

The earliest tracks were 5-, 6-, 7-, 9- and 12-hole affairs. The locals looked for land that drained well, with interesting natural obstacles. If the property only supported six holes, so be it. The sport wasn’t meant to soak up half the day. Work beckoned. The Industrial Age eventually created the chance for more of the population to pursue leisure activities, and golf expanded. Move the clock forward 150-odd years and courses of all shapes and sizes now exist.

The top 50 nine-hole courses features so many nifty places you’d love to play, leading off with Tom Dunn’s Royal Worlington and Newmarket, dating to 1895. While I love everything about the Winter Park 9, seeing it next to Musselburgh was a bit strange. The Cradle of Golf it is not. But we’ll let that slide for the overall grandeur of this stellar list.

Golf also put together 25 “exemplary” sub-6000 yard courses listed from shortest to longest. This highlights a class of course totally underappreciated by rankings and hopefully bolsters travel itineraries with some of the most enjoyable rounds you’ll ever play. Places like Shiskin, Kilspindie and Welshpool (above) get much-needed attention, as do so many other “gems”. The only bummer: just six reside in the United States, but that’s more of a statement about us than architects or developers.

The final and most exciting list of all highlights the world’s 25 best par-3’s in alphabetical order. It’s easy to imagine this growing to 50 or 100 in a few years given not making this iteration, including Turnberry’s revamped pitch and putt, the Spieth Lower 40 in Texas and some of Tiger Woods’s efforts.

I loved this summation of the renewed interest in par-3’s:

“The growing popularity of par-3 courses is a wonderful anomaly in a game often obsessed with distance,” says Adam Messix, a head PGA professional in Cashiers, N.C. “From one perspective, par-3 courses are a test of precision. More important, I think, they’re a joy to play for golfers of every caliber. Par-3 courses lack the formality you see at quote-unquote real courses, where you have to follow golf’s various conventions, like four players maximum to a group. They’re all about fun, families, friends and inclusiveness. Their ability to include all players make them the ideal place to enjoy the game no matter one’s age or ability.”

Naturally it was a treat to see our Horse Course effort at the Prairie Club make the cut alongside some of the planet’s neatest one-shotter classics.

Stack: Dick's And Golf Galaxy Seeing Big Spike In Sales And Junior Golf Thriving

Dick’s Sporting Goods CEO Ed Stack, at one time believed to be the most arse-kissed executive in golf, deservedly lost his allure around 2014-15 after the whole PGA pro firing thing that set off a ridiculous blaming of revenue falls on golf’s “structural decline”, and then realizing it was nonsense and golfers might take business elsewhere, backtracked.

As retail sales decline, Stack also appears less powerful with the move to direct-to-consumer online commerce. That all said, even though his past actions and assessments suggest he’s all about the bottom line, his company and the people briefing him remain important observers of industry trends.

Thanks to reader Steve for Myles Udland’s Yahoo Finance story on golf’s positive numbers during the pandemic and this assessment from Stack on junior golf.

And a standout during the quarter is what the company saw in its golf segment. An area that Dick’s management expects will continue to be a point of strength for the company through the rest of the year.

“The golf business has been great both at Dick’s and [Golf] Galaxy,” said Dick’s CEO Ed Stack on the company’s earnings conference call on Wednesday.

“There’s a number of young people who have come into the game because they’re not playing football or soccer or some other sport,” Stack added. “So they’re out playing [golf]. Guys are out playing golf because they’re not at their kids’ games. Men, women, and kids have really all jumped into this game and we expect that to continue through the balance of the year, too.”

Olympia Fields Bites Back And It's Still Not Getting A U.S. Open Any Time Soon

Since 2003 I’d somehow forgotten what an absolute snoozer Olympia Fields can be on TV. As in, get out the hair dryer-to-deal-with-pillow-drool-dull, confirms the blogger coming off two amazing BMW Championship afternoon power naps.

That said, if par-protecting-fests-to-make-up-for-the-apparent-indignity-of-Jim-Furyk-winning-your-U.S.-Open, Olympia Fields is certainly a contrast from last week’s birdiefest. However, with a logjam of masterful venues in the queue, the USGA likely shrinking things down to a rota, several bigger name classics offering restored designs, Olympia Fields is not getting a U.S. Open anytime soon.

Dylan Dethier with some of the more extreme numbers for a regular Tour stop.

Billy Horschel says its fair, so in addition to deep naps, I’ll sleep so much better tonight.

The Chicago Tribune’s Teddy Greenstein is reveling in Olympia Fields playing like a U.S. Open course, reporting on the odd USGA shot taken by 36-hole co-leader Rory McIlroy.

Asked if Olympia Fields could be a good U.S. Open venue, McIlroy said yes and added this zinger: “I think what they could do is hire the Western Golf Association to set (it) up. Yeah, this would be a wonderful test for a U.S. Open.”

The course was softened in 2003 by weather but more notably, the PGA Tour rules and agronomy staff oversees the setup this week. So I’m not entirely sure Rory’s punch landed.

Ironically, the event ushering in this whole players v. USGA was at Shinnecock Hills a year later. Not all believe that’s a coincidence.

55 (-16) For 18 Holes!

Also, Alexander Hughes parred the first and last hole at South Lakes in greater Tulsa to post 55.

From Adam Woodward at Golfweek:

Hughes, a former player at Central Oklahoma, tied the Guinness Book of World Records’ lowest score in a single round of golf with a 55 on Thursday at South Lakes Golf Course in Jenks, Oklahoma.

After making par on the first hole, Hughes made a hole-in-one on the 155-yard par-3 second, followed by another par. Then he got hot, birdieing Nos. 4-8 with an eagle on No. 9 to make the turn at 9-under 26. His birdie streak ended on No. 10 with a par on 11, but the four-year letter winner at Central got to 10 under with a birdie on No. 12.

The card and last hole attempt at birdie.

BIG NEWS: Alexander Hughes ties world record for lowest round in golf history with a score of 55(-16) at South Lakes Golf Course in Jenks, Oklahoma.

The other 55(-16) was shot by Rhein Gibson at River Oaks Golf Club in Edmond, Oklahoma. pic.twitter.com/l5gYUr1KU2

— Gabe Gudgel (@gabegudgel) August 28, 2020

Oh and it was almost lower:

BIG NEWS: Alexander Hughes ties world record for lowest round in golf history with a score of 55(-16) at South Lakes Golf Course in Jenks, Oklahoma.

The other 55(-16) was shot by Rhein Gibson at River Oaks Golf Club in Edmond, Oklahoma. pic.twitter.com/l5gYUr1KU2

— Gabe Gudgel (@gabegudgel) August 28, 2020

"Only three times in at least the past 151 months has the industry seen a monthly rounds increase of 20% or more"

The reversal of golf’s fortune is put into context in the latest National Golf Foundation update. News of big June and July’s in the U.S. came from GolfDatatech, as did word of an increase in 9-hole and evening play, prompted this analysis:

This two-month rebound has allowed us to climb from a 16% YTD deficit on April 30 to now a 3% lead over 2019. Seems almost inconceivable given the loss of 20 million spring rounds from course shutdowns and virus-related anxieties. And the good news is likely to keep coming. Several golf course management companies have told us that August has been almost as good.
 
We did a little digging for perspective. Only three times in at least the past 151 months has the industry seen a monthly rounds increase of 20% or more. All three were during a heatwave in late 2011/early 2012, yielding surges in play at courses in the north that were typically closed and at a time of year when percentage increases can be misleading. To have a jump this significant during a high-volume summer month is unprecedented and reflects approximately 10 million more July rounds versus a year ago.
 
Our latest year-end forecast has us up 2% to 6% year-over-year. Consider this  – we haven’t seen more than a 5% Y.O.Y. increase since 2012 (during that surreal winter heatwave).