Golf Australia and the PGA of Australia Partners with The R&A to Reveal “Just Swing”

Golf Australia and the PGA of Australia have partnered with global governing body The R&A to launch the rollout of the “Just Swing” participation campaign.

Designed to dismantle traditional social barriers, modernise public perception, and convert casual interest into long-term participation, the initiative introduces targeted consumer marketing alongside operational education toolkits across Australia’s network of clubs, driving ranges, and simulator venues.

The consumer-facing campaign is headlined by high-profile Australian Golf Ambassadors Dylan Alcott, Paralympic champion and 2022 Australian of the Year, and four-time Olympic diver Anabelle Smith.

The messaging centers on making golf accessible, flexible, and welcoming to non-traditional demographics, including women, young families, and complete beginners.

Emphasising the importance of aligning international campaign resources with national federations, chief global golf alliance officer at The R&A, Grant Moir, said: “Increasing participation by making golf more accessible and inclusive is central to The R&A’s strategy of opening golf to the world.”

“Our partnerships with national federations are vital to achieving this, combining our global reach and resources with their local knowledge and relationships to introduce more people to golf.

“Through Just Swing, we are supporting our partners to challenge outdated perceptions and show how golf can fit into people’s lives.

“Golf Australia and the PGA of Australia are bringing this to life by connecting with new audiences and giving clubs and venues practical support to welcome beginners,” Moir said. 

Highlighting the need to address venue culture alongside public perception, Golf Australia CEO, James Sutherland, added: “Just Swing is a national campaign to change the way people see golf.”

“For too long, outdated perceptions about the game have stopped people from giving it a go.

“This campaign, backed by The R&A, is telling people that when you’re starting out, the rules can wait.

“Just turn up, have fun, and see what golf is really about.

“But addressing misconceptions is only half the job.

“When new players arrive, the experience has to match the message.

“That’s why we’re also investing in practical support for clubs and venues, education, resources and tools to help them create more welcoming environments for beginners,” Sutherland said. 

Demographic Shifts and Market Opportunities

The Australian launch follows global campaign pilots in Spain—which drove increased participation among women and girls—and Canada, which accelerated newcomer traffic into indoor simulator venues.

Recent participation metrics underscore a structural shift toward casual, off-course entry points across Australia’s sporting landscape:

• Market Scale: Over 4 million Australian adults participated in golf in some capacity over the past 12 months, with an estimated 2.5 million non-golfers reporting a high likelihood to try the sport within the next year.
• Emerging Demographic Profile: New golfers are, on average, 10 years younger than established players, with women comprising 55% of recent entrants.
• Off-Course Onboarding: 66% of golfers who played their first round on a traditional course in 2025 originally started at off-course venues (e.g., driving ranges, golf entertainment facilities, or simulator setups)—a venue category that has more than doubled across Australia over the past five years.

Club Education and Operational Toolkits

To ensure front-of-house club experiences align with campaign messaging, Golf Australia and the PGA of Australia are providing venue administrators, PGA Professionals, and volunteers with practical education modules and resources.

Assets housed in the Just Swing Club and Venue Resources Hub include beginner scorecards, staff welcome checklists, operational posters, and a simplified Beginner’s Guide to Golf that explicitly encourages newcomers to prioritize enjoyment over strict rule compliance.

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