It's all in the follow-through.(maturing of the golf industry)(Brief Article)

By every possible measure, golf is enormously popular.

During the past 50 years, the number of golfers in the United States increased sevenfold as the game was transformed from an expensive diversion of the rich into a mass-market pastime. Nonetheless, golf has now reached a crossroads. A McKinsey study for the National Golf Foundation has determined that unless the game is marketed more aggressively, both the owners of golf courses and the manufacturers of golf equipment and clothing face slower growth. In short, the industry risks becoming as mature as its archetypal customer.

McKinsey found that the better part of the industry's revenue growth since the halcyon …