Golf and tennis are captivating young people and changing the traditional order of the sports elite

For a long time, golf and tennis were associated with a closed circle, refined luxury, and older generations, but now these very sports are becoming iconic among young people. Why is the new generation massively mastering once-elite games, and how does this change the culture of sports as a whole? Today, this question concerns both tradition enthusiasts and reformers in the sports world.

How young people are discovering elite sports

Once, golf and tennis were symbols of privilege and belonging to high society. Entry into elite clubs was considered a kind of pass into the world of “old money,” and the courts and courses themselves were places for business meetings and aristocratic leisure. However, in recent years, the situation has changed. Young enthusiasts, such as Leonor Lee from California, came to golf not through family tradition, but thanks to personal initiative and the search for easy forms of physical activity. Lee founded a club for beginner girls in Austin, and her community instantly became popular and gathered hundreds of participants.

The wave of interest also swept up other newcomers, for example, Casey Forand from New Jersey, who until recently perceived golf as something complicated and inaccessible. After her very first game, she not only became fascinated by her new hobby but also obtained membership in a local club. Such stories are becoming more and more common: according to the National Golf Foundation, in 2023, 3.4 million people tried golf for the first time, and among them, young people aged 18-34 predominated. The growth among women is especially noticeable: if in 2000 they made up only 15% of players under 18, by 2023 it was already 37%. This indicates a significant shift in the audience and an expansion of the very concept of “elite sport.”

Why “old money” is back in fashion – motivation and cultural meanings

For many representatives of Gen Z, golf and tennis have become not only a sporting activity but also an element of a special cultural code. The term “old money aesthetic” denotes a craving for the style and lifestyle of the aristocracy of past decades: elegant polos, tennis skirts, lounge cocktails. According to Harris Poll, young people are increasingly dreaming of status and financial independence, associating this not only with material benefits but also with the symbols of old wealth.

Experts note that for Gen Z, the desire to play the role of representatives of the elite is connected with an internal drive for success and overcoming social barriers. Casey Lewis, author of the analytical newsletter After School, emphasizes: young people see belonging to traditional sports not only as a way of self-expression but also as a social elevator, allowing them to climb higher on the career ladder. The “old money” lifestyle becomes a kind of way to declare their ambitions and aspiration for independence, even if this style is presented with irony and elements of playing to the audience.

Gambling as part of the life of representatives of the elite

Indeed, aristocrats of the last century played not only tennis and golf, but also gambling games. For the upper classes, casinos, card salons, and betting shops are important not so much as a source of income, but as a basis for social interaction, as well as an indicator of status in principle.

In modern society, this is especially noticeable, since gambling has largely moved online. Today, if you want to play, it is enough to make a few clicks and enter an online casino. If you visit twinspinca.com and study the search statistics, you can notice an increase in the number of online casinos. And for the most part, the clients of such virtual gambling platforms are ordinary people who do not have the time, desire, or opportunity to visit traditional casinos.

But land-based VIP-class gambling establishments are a completely different matter. With their help, representatives of the modern aristocracy make useful acquaintances and have the opportunity to demonstrate contempt for money. This connects them with their ancestors, except that today the elite choose Macau instead of Las Vegas or Monte Carlo.

How the fashion industry and digital culture fuel interest

The rapid surge of interest in golf and tennis has not gone unnoticed in the fashion industry. Major brands are actively introducing sports elements into their collections. For example, Miu Miu held a show on a tennis court, and Tyler the Creator created the Golf line inspired by preppy style. Adidas, Lululemon, and Sun Day Red (Tiger Woods’ project) released separate clothing collections for women players. Boutique designers strive to adapt elite style for the general public.

The role of social networks is hard to overestimate. TikTok and Instagram help shape a new image of sports: videos are popular where young people pose in polos and pearls, and photos from the court and course gather millions of views. For many, this becomes a way of self-expression, as well as a ticket to a dynamically growing community of like-minded people. Fashion destroys old stereotypes about athletes, erasing the line between asceticism and luxury, and sport becomes yet another platform for creativity.

The story of young people mastering golf and tennis is a tale of social change, a clash of values, and the search for a new identity through sport. It is interesting to observe what the next step in this cultural transformation will be: will sport retain its elitism or finally dissolve in the fashion for openness and self-expression?