Women in the UK spend an average of £72 more than men per year on golf apparel yet continue to feel underserved. Despite the gulf in spending, women’s apparel continues to account for a much smaller surface area of golf shops, whether on-course or off-course, leading to women perceiving and reporting dissatisfaction in terms of the ranges, sizing and availability of clothing. And while that breakdown may reflect on-course golf participation – though women’s participation is growing, men continue to represent the majority of golfers in the UK – and therefore the total overall spend by men and women, it does increasingly feel like retailers and brands are missing lucrative opportunities.
The findings come from Sporting Insights’ research into golf apparel. The latest in a long-running programme of apparel research, the full 2026 findings are available for immediate purchase for £3,500, including an executive summary tailored to the buyer.
Historic reports are available covering other countries.
There are a number of factors that explain the difference in spend. While baseline prices for similar items like polo shirts or trousers are often similar between men’s and women’s, specialty women’s items like performance golf dresses often attract higher prices. Equally, with less women’s stock on offer in most shops, fewer items end up on sale, reducing the total annual spend compared to men who can often pick up bargains off a sale rack at least once a year or so.
Nonetheless, the potential the study suggests is tantalising. As Sarah Goward puts it:
“If women are still outspending men despite seeing smaller ranges, fewer sizes and lower availability, how much more might they be spending if golf shops offered better ranges, or more dedicated women’s spaces? The men’s golf apparel market is established and while incremental improvements in fabrics as well as new colourways and natural replacement cycles will continue to drive yearly spend, it’s fairly clear that the potential for greater disruption or faster growth is in the women’s apparel market.”
Other particularly interesting findings in the study relate to different groups of golfers’ very different and nuanced attitudes to pro shops and preferred buying experiences. The shift towards multi-purpose clothing that works on course and off course is another trend that while not new, shows no signs of slowing.
