The surge in golf’s popularity shows no signs of slowing, with packed tee sheets, growing junior participation, and a fresh wave of players discovering the game. Across the UK and beyond, clubs are balancing tradition with transformation, adapting to increased demand while working to make golf more accessible than ever. It is a pivotal moment for the sport, where opportunity and pressure arrive in equal measure.
To explore how the industry is responding, GolfTimes sat down for an exclusive interview with Callum Nicoll of Fairmont St Andrews. With a front-row seat at one of Scotland’s most prestigious golfing destinations, Nicoll offers insight into the realities behind the boom, from managing tee time demand to nurturing the next generation of players.
Golf has never been so popular. How are courses and clubs coping with demand?
We have witnessed first-hand, especially within our tourism destination of St Andrews, that visitor numbers are on the rise. Golf’s continued growth has required courses and resorts to think carefully about capacity, course conditioning, and the overall guest experience. At Fairmont St Andrews, our high demand is managed through thoughtful scheduling, significant investment in course presentation, and a clear focus on quality over volume. It is extremely important to us that the guest journey is a memorable one, with the use ongoing feedback data we are able to shape our decisions and aim to continuously improve our offering. The focus on training and development within our teams also has to be at the forefront, as we take great pride in creating a warm and welcoming experience.
With two championship courses, the Torrance and the Kittocks, both with strong tournament pedigrees, the resort is able to welcome a broad mix of golfers while preserving the integrity of championship-level play. Hosting elite events, from DP World Tour tournaments to Open Championship Final Qualifying, also brings an operational discipline that filters into everyday play, ensuring standards remain exceptionally high even during peak periods.
How are clubs and courses making it accessible for all?
Accessibility today goes far beyond opening the gates, it’s about creating an environment where golfers of all backgrounds feel genuinely welcome. We strike that balance by offering a world-class golfing experience without intimidation, pairing championship courses with outstanding hospitality and flexible experiences. Whether guests are visiting for leisure, corporate entertainment, or a once-in-a-lifetime golf trip, the emphasis is on approachability, service, and inclusivity. Investment in facilities, training, and guest experience ensures that first-time visitors and seasoned players alike can enjoy the game in a setting that feels premium but never exclusive.
Due to the nature of our resort, at Fairmont St Andrews we are pleased to welcome many different types of guests, for example the international golfer who wishes the more traditional experience with caddies, the groups of golfers, families, events, juniors, and the causal golfer who in the evening prefers to play music on their golf cart while the sun is setting.
It is a balance to manage all categories, however as mentioned, the culture from the very first welcome all the way through the journey has to be open and inclusive, and it is what we strive for throughout the teams. Every member of the team is empowered to create memorable moments for guests and we invest heavily in staff development to sustain this standard of excellence. Regular service training, including modules on guest anticipation, personalisation, and inclusivity, ensures our staff are confident, attentive, and knowledgeable – creating a friendly and professional atmosphere.
The rise in junior golf players
One of the most exciting developments in golf today is not just the growth of junior participation, but the increasing number of women and girls entering the game. At Fairmont St Andrews, that shift is reflected both on the course and behind the scenes. Our very own Tournament Coordinator Kirsten Thorpe’s journey highlights the expanding opportunities for women in golf. Her passion lies in making golf more welcoming and accessible for women and girls, championing confidence, community, and inclusivity within the sport. Stories like hers demonstrate how modern golf venues can nurture talent and inspire the next generation. Kirsten has recently been involved with the R&A Women in Golf Leadership programme and we have been thrilled to support this. Another colleague, Erin Wilson is currently enrolled in the first Scottish Golf Young Leadership programme and we are pleased to say this so far has been a success.
We also put a focus on creating spaces where families feel welcome, young players feel inspired, and the sport is presented as both aspirational and attainable. Through doing this, we help ensure that the next generation not only plays the game, but falls in love with it. Over the past year, and also through 2026 we have some wonderful partnerships with junior golf organisations, to help provide the platform and opportunities for hosting competition. Working locally with Fife Junior Golf, The Robert Rock Junior Golf League and The Stephen Gallagher Foundation helps us forge strong local relationships.
At the resort itself we aim to encourage junior golfers through a number of initiatives that have been in place over the years. For example, for any junior under the age of 16 we offer complimentary green fees and memberships when these are accompanied with an adult. Both programmes have proven successful as we have welcomed hundreds of additional junior golfers to either the Torrance or the Kittocks courses.
On a personal level, with my own son now 5 years old and already involved within the local golf scene, it is great to the industry as a whole make strides in encouraging junior golf.
