Ray: How the 100 Hole Hike for Youth on Course is getting kids into golf

Editor’s note: On Nov. 13, Justin Ray, a contributor to The Athletic’s golf coverage, will participate in the 100 Hole Hike for Youth on Course by attempting to play 100 holes in one day at The Hay at Pebble Beach.

The business of youth sports is growing. So is the cost to compete.

Project Play, an initiative of the Sports & Society Program of the Aspen Institute, works to help stakeholders build healthy communities through sports. The Aspen Institute estimates that families in the United States spend $30 to $40 billion annually on their children’s sports activities.

The families forming the backbone of that economic monster are feeling the growing weight of what it takes for their kids to stay in the game. According to a 2019 survey conducted by Utah State University and the Sports & Society Program, the average youth sports parent spent $883 on one child’s primary sport – per season. Cost is cited frequently as a growing reason why some parents do not have their kids in organized sports: In 2021, only 37 percent of children ages 6-12 played team sports regularly.

The barrier to entry is significantly higher for families depending on their financial situation. Per a 2021 survey by the Sports and Fitness Industry Association, 40 percent of kids ages 6 to 12 from households making $100,000 or more played sports regularly. That number dipped to 24 percent for kids from families with incomes of $25,000 or less.

Project Play’s data paints an even starker picture. Per its 2022 “State of Play” report, parents in the wealthiest households spent about four times more on their child’s sports than the lowest-income families. Travel is now the costliest aspect of youth sports in the United States. Parents making $150,000 or more annually spend 65 percent more on youth sports travel than households earning between $50,000 and $149,999.

Few sports can impose more barriers to participation than golf. Proper equipment is expensive. Access to practice facilities can be difficult or impractical. Approximately one-quarter of U.S. golf facilities are private. According to the National Golf Foundation, the median cost for a round of golf, in peak season, is nearly $50.

Youth on Course is working to remove those barriers in real, impactful ways.

The non-profit organization provides its members — now nearly 200,000 young people — with access to play more than 2,000 golf courses for $5 or less. More than 80 percent of Youth on Course families say the organization makes it possible to afford golf for their children.

“When we started this we knew there were many barriers to the game,” says Youth on Course CEO Adam Heieck. “Cost, equipment, transportation. If you get a kid excited about golf watching Rory McIlroy or Jennifer Kupcho on TV, they get intrigued by the sport — then go to play and realize how expensive it is. Historically, the game hasn’t been all that welcoming to many groups of people. Access is the whole ballgame. We want to change the economics of golf, period.”

“We believe that kids have the right to play sports,” says Michael Lowe, VP of Programs for Youth on Course. “And if kids can’t afford to do so, then we are not doing our part as a sport or industry to ensure that right. Sports have the power to change kids’ lives in many ways, and we have to ensure they get those opportunities.”

Two years ago, Youth on Course began a partnership with TaylorMade to take the initiative even further. DRIVE Club allows young people to play complimentary golf at YOC facilities, with the opportunity to earn TaylorMade gear just by playing the sport they love. The more they play, the more they can earn. After starting programs in the Bay Area and Chicagoland, DRIVE Club expanded to Los Angeles, San Diego, San Antonio, Washington D.C., Atlanta and Phoenix in 2023.

“It’s remarkable how much Youth on Course has grown in a relatively short time,” says Lowe. “We have surpassed 2,000 courses, but there are 10,000 public courses in the United States. To ensure access for everyone we need to continue growing. Our top priority is to partner with as many courses as possible.”

DRIVE Club players are encouraged to invite new golfers from their neighborhoods along, guiding them during their first-ever rounds. Partner courses, known as “Community Hubs,” have been outfitted with TaylorMade equipment, further erasing the barrier to entry for young people being introduced to the sport.

“DRIVE Club is important to TaylorMade for many reasons,” says Rick Paschal, TaylorMade’s Chief Financial Officer and a Youth on Course board member. “Intrinsically, golf brings people together and allows us to bond over a shared experience. DRIVE Club embodies those values, and we’re proud to partner with Youth on Course to bring it to life.”

For kids who don’t come from golfing families, an invitation from a peer might be their only opportunity to play the game. In 2023 alone, DRIVE Club has accounted for more than 1,100 rounds played by new golfers.

“There is data from the National Golf Foundation that says more than 80 percent of kids who play golf come from a golfing family,” says Lowe. “It’s not simply cost that is an extremely significant barrier into the sport — there’s a question of whether or not the person has the access to play golf. DRIVE Club addresses that challenge by creating the introduction.”

“DRIVE Club is interesting because it’s peer-to-peer,” says Heieck. “It’s one thing if it’s an adult — it’s a totally different frame of reference when kids are talking and playing with other kids. You’re not handing a kid a 4-iron and telling him to go hit 100 balls. If he’s on the course with a wedge and a buddy, and has fun, it breaks down the mystique.”

The benefits of youth sports extend far beyond the course, court or field. Allison Chen, 13, has experienced that fact first-hand through Youth on Course and the DRIVE Club.

“Golf has taught me how to be a leader,” says Chen. “It’s taught me how to work in stressful situations, how to step out of my comfort zone, and how to be independent and responsible.”

The lessons and rewards that come from golf — and how they can span a lifetime – are already evident to Allison.

“Most people think golf is for old people – but it’s really for anybody at any age. You can be 100 years old or 10 years old — it’s for everybody. And golf can open so many doors and opportunities.”

By supporting initiatives like Youth on Course, more young people will have access to those doors. Readers are welcome to support that effort by contributing to November’s 100-Hole Super Hike directly benefiting Youth on Course and its mission to grow youth sports participation in a meaningful, direct way.

“The 100-Hole Hike has added millions of dollars to Youth on Course which has helped us subsidize hundreds of thousands of rounds for families across the country,” says Heieck. “It’s certainly become part of the culture here.”

It’s a culture of inclusivity, opening up golf and its countless benefits to young people across the country.

The link to contribute to the author’s charitable effort can be found here.

(Top photo: John McCoy / Getty Images)