Eleanor Lee grew up surrounded bygolf.
“It was super intimidating,” she remembers.
Lee posted about her first meetup in spring 2022.
The group quickly became a hit, with up to 60 people turning up to events.
But the sport has recently seen a major upswing in popularity.
While Lee grew up around country clubs, many newcomers are eager to break into anew tier of wealth.
Storming the golf course is the first step in storming the boardroom forgirlbossesand finance bros alike.
Even if that doesn’t pan out, they can at least play the part.
“Sports aren’t just sports they’re also an aesthetic,” Lewis says.
And countless boutique designers have taken a new interest in elevatingtennis, golf, and ski wear.
Over the years, these sports have moved away from solely being played in country clubs and elite backyards.
Three-quarters of all golf courses are open to the public and off-course venues are booming.
Caitlin Thompson, who founded the quarterly tennis magazine Racquet in 2016, has noticed theboom in tennis.
The sport reached its highest-ever number of players in 2024, with one in every 12 Americans participating.
It’s grown by 45% since 2019.
Now, it’s a lot of beginners.
Racquet’s events are regularly packed with celebrities and tennis stars, attracting lengthy waiting lists.
Its limited-edition merchandise drops sell out almost instantly.
“We sell out all of our events, sometimes within an hour or two,” she says.
Attendees are mainly in their 20s and 30s.
There are also those who simply enjoy the cute outfits.
“That preppy girl, old-money vibe is definitely a draw for some,” Lee adds.
That was the case for Casey Forand.
“My impression of golf was that it was super hard and intimidating,” she says.
“I also love the old-money aesthetic,” she says.
“I feel like golf and country club culture is a huge part of that.”
Often, they’re playing sports like polo, tennis, and golf.
Forand says her Instagram is now filled with ads for women’sgolf fashion.
To make room for so many newcomers, the sports have had to evolve.
Thompson says one of the coolest things about the tennis boom is seeing new fans create lasting change.
In golf, there’s also been a culture clash.
Somecountry clubsoffer discounted memberships specifically for those under a certain age, typically 40-something.
Right now it’s a challenge."
“We can’t get tee times or rounds now take 5 12 hours.
We blame all of them.”
For Jenkins, the frustration isn’t necessarily with the younger generation.
It’s more the tension that exists when any sport starts to gain popularity.
“Sneakers on the course, music I don’t like that.
If it were up to him, it would stay that way.
“I get it, my generation is on the way out.
But it doesn’t mean I have to like it.”
“There’s a really amazing recreational and community offering.
You don’t get that if you just buy the Chateau Marmont keychain.”
But she hopes the newfound fans will stay.
But she does see the market growing to cover the demand for casual places to play.
Fortunately for Jenkins, there are some walled gardens that young people haven’t been able to break into.
Lee recently expanded Hot Girl Golf toMiamibut has had trouble finding affordable golf courses.
“Every single golf club is private and we cannot get on a course,” she says.
As it turns out, some places really do requirean inherited fortuneto access.
Eve Upton-Clarkis a features writer covering culture and society.
