THE CONTEXT

What is Ping?

PING is a well-known golf equipment manufacturer renowned for its high-quality, innovative clubs, especially putters and irons, often favored by beginner, amateur, and professional players.

The Mission:

Helping people all over the planet keep from hitting the ball all over the planet

  • Offering all forms of clubs, allowing players to grow with their clubs, no matter what level of play they are at

  • Ping innovates with features like COR-Eye for better forgiveness and distance.

What Makes it Special?

THE RISE OF tHE GOLFING LIFE STYLE

Golf has shed its old-school image and is now thriving as a trendy pastime for millennials and Gen Z. Social media influencers and stylish golf fashion have turned it into a lifestyle, blending sport with self-expression. Golf vacations are booming, offering a mix of luxury and adventure. What was once seen as a retiree’s game has become a vibrant, inclusive movement that’s as much about community as it is about the swing.

The global pandemic unexpectedly became a turning point for golf. As indoor activities and social events were limited, individuals sought refuge in golf as a secure outdoor activity that provided physical and mental wellness. The inherent features of the sport, being in nature, strolling through green fairways and enjoying casual competition with friends, were newly valued. This time of contemplation and reassessment made many people recognise the therapeutic and social benefits of golf which led to a revival in its popularity.

Where did the Boom come from?

Junior Golfers

In 2024, 1.28 million female juniors played golf, making up 35% of all junior golfers—a 133% increase from 2000. With avid juniors likely to become lifelong players, the future of women’s golf looks bright.

Off-Course Golfers

Off-course golf, played at venues like Topgolf and on simulators, is another growing trend. In 2024, 8.2 million women participated in off-course golf, boosting the likelihood they’ll transition to the actual game.

Latent Demand

Studies show that 7M women are 'very interested' in golf, making up 35% of 24.1 million Americans with a strong interest. With easier access & a more welcoming environment, many could become on-course golfers, thanks to a more inclusive golf culture.

THE MARKET & COMPETITORS

With so many options to choose from, why pick PING?

PING has built its reputation on creating forgiving golf equipment, making it easier for players of all skill levels—not just experts—to enjoy the game and improve their performance.

How can we attract new golfers to play PING without looking like the beginner brand?

STRATEGY

The Ask.

PING aims to appeal to the new wave of golfers by showcasing their forgiving clubs, all while maintaining a premium image that doesn’t scream 'beginner brand.' By striking this balance, Ping builds loyalty, turning newcomers into lifelong customers.

New golfers don’t want starter clubs, they want equipment that lets them feel like they belong now and get better later.