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Opinion & Analysis

What does the future of ‘YouTube golf’ look like?

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In my experience, diehard fans of, say, Grant Horvat or Bob Does Sports don’t want to talk about “YouTube golf” more broadly or debate the merits of watching 1-hour and 17 minutes of Horvat competing head to head with Tommy Fleetwood (starting with a five-stroke lead) versus the final three hours of the Travelers Championship on CBS in some quasi-philosophic way. They want to pull out their phones, open the YouTube app, and press play on the content of their choosing, in this case, like 1.3 million others, Horvat’s YouTube channel.

Similarly, the, eh, elder statesmen of our game, who exclusively watch folks playing rounds of on a screen in the form of professional golf telecasts don’t seem, in my experience, much to want to discuss Horvat, Bob Does Sports, Rick Shiels, etc, finding the entire phenomenon, and this is a word I’ve heard often, stupid.

OK. All good. GoodGood.

More entertaining (relatable, interesting, etc) than professional golf on television?

Stupid?

Whatever your perspective on YouTube golf — which is to say, people playing and filming rounds of golf to distribute via YouTube, not so much instruction nor equipment-related content, as those verticals are not the primary agents of the seismic in golf media consumption (and ad spending!) — it is an emergent phenomenon.

A few facts to get our arms around the (massive) phenomenon in question:

  • As of 2024, the top five YouTube golf channels — including Good Good Golf, Bob Does Sports, Rick Shiels, GM Golf, and BustaJack — boast a combined subscriber base of over 10 million and generate more than 50 million monthly views.
  • Rick Shiels alone has surpassed 2.9 million subscribers, making him the most-watched golf content creator in the world, with over 900 million total views.
  • Good Good Golf, launched in 2020, amassed over 1.5 million subscribers and 350-plus million total views in just under four years, illustrating the appetite for personality-driven, high-production golf entertainment.
  • Bob Does Sports grew to over 1 million subscribers within two years.
  • According to Google Trends, searches for “YouTube golf” have more than doubled since 2020, and viewership of golf-related content on YouTube rose by over 250 percent between 2018 and 2023.

For me, however, the most interesting question related to “YouTube golf” and the one most worth asking is: Is this a bubble, or are golf YouTubers (and their social media ecosystems) the primary vehicle for golf content consumption in the years to come?

Also of interest elsewhere on the internet: Will golf websites one day be regarded as dusty old relics, like, you know, a stack of Golfweek magazines or the Sporting News in the attic? I’m sure some observers — futurists and 12-year-olds among them — consider this the current order of things.

I have the luxury of posing the questions without offering answers, but I do have a few thoughts on the matter, looking out from inside this media machine. Let’s look into the crystal ball and see what lies ahead. (I’d say “crystal golf ball,” and have said, but I’ve been informed that’s lame and a crystal golf ball would be very difficult to peer into without additional magnification, and that seems very complicated…)

Critical mass for a certain type of golf YouTube account

There are only so many more massively successful accounts that can exist doing very similar things. We may be approaching the upper limit. I feel we are. It will be interesting to see how many of the top 10 golf accounts on YouTube are more than 2 years old in, say, a year’s time and how many are more recently established upstarts. Adjust this math however you choose to get a read on what I’m trying to say. You get my point, right?

Within the YouTube golf mega accounts, there exists an almost comical environment of imitation and rapid parody. “Can I break 70 at X?” “Player Y vs. player Z,” etc. And while YouTube golf features a wider swatch of the golf spectrum than the professionals traditionally playing on television, but still incredibly narrow relative to the wide range of actual golfers.

Is this a problem? I don’t know, but it would seem to be a limiting factor. However, when you’re traveling at supersonic speed and getting richer by the second, a deviation from the game plan seems a bit silly.

Expansion, innovation, and segmentation in golf YouTube content

It seems only natural, conceiving of YouTube golf channels as both art and commerce, that experimentation will be in order once the giants in the space plateau and when smaller accounts fail to progress as rapidly as they’d like into the top 100, 50, 20, etc. Broader, more varied, more…just plain different golf content and golf content creators are surely ahead.

Golf websites continue to double down on what they do well

Back in www world, I think (and clearly I have a vested interest here), the largest golf websites continue to exist primarily because of the depth and breadth of the user experience relative to YouTube (or social media), the existence of expert opinion, silos of expertise, and key verticals. Perhaps more pessimistically, however, the ability to quickly scroll and scan a front page or an article to get a sense of the golf world generally, or a product specifically, without taking a 30-second ad detour amid a 60-second process will be a boon.

Golf websites diversify into YouTube content…with most failing at that endeavor

Of course, whether motivated by a sense of opportunity or anxiety, major golf websites will continue shifting resources into the YouTube space. Candidly, I think we’ve done pretty well there. I’m immensely proud of Inside the Ropes and look forward to taking it further. I think Brian Knudson has done well on video as a relatable expert. Looking at the larger landscape, I’m largely puzzled and not convinced of the viability of shifting legacy golf media (and often legacy golf media talent) to YouTube. I think there’s an authenticity issue. An individual(s) vs. an organization issue. I don’t know. I just don’t see it working out super well. That said, I hope to be wrong generally, and I think at GolfWRX, we’re doing it right, specifically.

A final related point: In recent years, there has been an arms race of spending among the OEMs building up their YouTube presences, and their, effectively, sponsored versions of standard YouTube golf fare seem to be breaking through with the coveted demographic.

So, perhaps, I am a sauropod, and being on the wrong side of 40 already, I am utterly out of step with much of the audience I speak of. (Just learned of the Zoomer Perm yesterday) However, donning my cynical garb, I don’t see folks becoming less magnetically drawn to video nor less, uh, compelled by the deliberately addictive designs of both YouTube and social media.

Because of all of the aforementioned, and until I see the handle of the money faucet beginning to turn in the off-ward direction, I believe that YouTube golf — in its present and yet-to-be-realized incarnations — is much more a sustained boom than a bubble that will burst.

 

Featured image from a Rick Shiels YouTube thumbnail. 

Ben Alberstadt is the Editor-in-Chief at GolfWRX, where he’s led editorial direction and gear coverage since 2018. He first joined the site as a freelance writer in 2012 after years spent working in pro shops and bag rooms at both public and private golf courses, experiences that laid the foundation for his deep knowledge of equipment and all facets of this maddening game. Based in Philadelphia, Ben’s byline has also appeared on PGATour.com, Bleacher Report...and across numerous PGA DFS and fantasy golf platforms. Off the course, Ben is a committed cat rescuer and, of course, a passionate Philadelphia sports fan. Follow him on Instagram @benalberstadt.

6 Comments

6 Comments

  1. Charles Thomas

    Jul 15, 2025 at 12:10 am

    It is the worst genre of golf #shrinkthegame

  2. Charlie Sifford

    Jul 2, 2025 at 7:38 pm

    Lol! What about that bespectacled english fellow, “Let’s get stuck in!” He’s hilarious!

  3. The Truth Network

    Jul 2, 2025 at 2:31 pm

    You Tube golf is a joke.

    • DaveRex

      Jul 3, 2025 at 1:27 pm

      Are you playing the character this article talked about or being serious? If you’re serious, why do you think it’s a joke?

  4. T

    Jul 2, 2025 at 2:02 pm

    No mention of Matty Boom Boom from Golf Sidekick is a clear miss on the author’s part.

    • GIOTG

      Jul 2, 2025 at 5:54 pm

      Now if Matty Boom Boom was mentioned here I’d feel a lot more confidential

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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