Abstract
Golf is not a sport that leaves many with a neutral opinion. For the Avid Players identified by Mintel, it can verge on an obsession, but half the population are either puzzled about its appeal or show antagonism towards it. That half of the population has an image of golf which is negative: it is basically masculine, favoured by middle-aged wealthy white men, and it still demands a level of etiquette that has long disappeared from other sports and from social life in general.
And yet....more ' juniors' are playing than ever before and the media image has certainly shifted towards the glamorous, designer-dressed young icon striding across a manicured green. So whereas the natural hypothesis of the report might be that golf is bound to decline because of its old-fashioned image, the more likely scenario is that participation will remain fairly steady as its image gradually becomes updated and the stranglehold of the clubhouse ' crusties' is loosened by the readers of Golf Punk magazine.
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