England Golf: iGolf

As part of England Golf’s ‘It’s Your Game’ campaign to grow female participation, we created a storytelling series about iGolf - the online subscription platform for players not currently members of a golf club.

“Through powerful storytelling showcasing authentic experiences, our collaboration with Goal Click was a completely new way for us to tell stories and provide a platform to a golfing community that does not usually see the spotlight.”

- Claire Hodgson, Head of iGolf at England Golf

Our ambition was to capture authentic, first-person perspectives from women at different life stages, showing how iGolf helps to remove barriers to entry while offering practical tools, community support, and an accessible pathway into the sport. England Golf reported record participation and digital growth in 2025, as players submitted 11.8 million scores, marking a 16% increase driven largely by shorter game formats. Crucially, female participation rose by 14%, alongside a surge in 9-hole rounds, reflecting successful efforts to make golf more inclusive.

By celebrating both the individuality of each golfer and the shared connection of women engaging with golf for the first time, the series positioned iGolf as a welcoming, inspiring platform that builds confidence and participation.

Released as three jointly branded videos in July 2025, the content was published as collaboration posts between @England.Golf, @EnglandiGolf, @GoalClick, and the participating storytellers.

Through first-person storytelling, the women shared their personal journeys into golf - reflecting on the challenges, opportunities, and joy that iGolf has unlocked in their lives. Their stories reinforced how iGolf provides a flexible and inclusive route into golf, inspiring other women to see themselves in the game and take up the opportunity.

This collaboration contributed to England Golf’s wider ambition to increase female engagement and subscriptions, supporting the overall impact of the ‘It’s Your Game’ campaign. During the campaign period, the iGolf digital platform grew to 72.8k users, helping to channel thousands of independent players into official club memberships.

Click here to explore the full storytelling series.