How golf's growing youth appeal is quietly influencing property decisions

Shot of cropped golfer. [GettyImages]

Kenya’s real estate sector continues to experience structural shifts shaped by demographics, lifestyle changes, infrastructure expansion and evolving consumer preferences.

While traditional drivers such as urbanisation, diaspora investment and infrastructure remain dominant, a new cultural trend is emerging at the periphery: Golf, a sport that continues to attract younger players and communities. And as more youth interact with recreational facilities, the real estate market is beginning to showcase a rising interest in lifestyle-oriented spaces.

This shift is occurring at a time when the national economy is undergoing a recalibration. Kenya’s real GDP grew by 4.7 per cent in 2024, according to the 2025 Economic Survey.

While the overall growth rate was slightly slower than the 5.7 per cent experienced in 2023, the steady performance of real estate demonstrates its resilience in shaping how communities live, interact and choose their preferred environments.

Beyond this headline growth, the real estate sector’s contribution to GDP rose to Sh283.8 billion in the third quarter of 2024, up from Sh268.9 billion in 2023, accounting for roughly 10.8 per cent of national GDP.

When combined with construction, the two sectors together accounted for 16.5 per cent of GDP, reinforcing the sector’s centrality to Kenya’s development landscape. Rental yields in Nairobi remained attractive — averaging about 5.4 per cent for residential properties, with mixed-use developments and retail commanding higher yields — indicating a market that supports both investment and lifestyle-oriented development.

As real estate evolves, the drivers behind changing housing preferences are increasingly tied to Kenya’s shifting income dynamics. As the formal sector jobs rose by 2.4 per cent in 2024, so did the pool of income earners, especially among youth, who want space for new recreational and lifestyle choices.

Households are increasingly weighing amenities, quality of life, and community infrastructure when choosing where to live. Families and young professionals are no longer prioritising just location or square footage; they seek integrated living experiences with recreational and wellness offerings.

A major factor behind these lifestyle shifts is the significant expansion of earnings. The private sector wage bill increased from Sh1.5 trillion in 2020 to Sh2.1 trillion in 2024, while public sector wages rose from Sh711 billion to Sh881 billion over the same period.

This upward movement in household income, coupled with easing inflation — which dropped to 4.5 per cent in 2024 from 7.7 per cent in 2022 and 2023 — has expanded disposable income, making extracurricular activities such as golf more attainable for families.

As a result, Kenya is witnessing a quiet but noticeable rise in youth engagement with golf facilities, academy programmes, and amateur tournaments. The Junior Golf Foundation (JGF), under the Kenya Golf Union, has expanded its reach, establishing regional golf schools across six regions and scheduling 48 junior tournaments in 2025 to attract more young players. This trend is intersecting with the property market at a time when developers are shifting from purely functional housing models to integrated, experience-driven developments.

In major towns and peri-urban centres, developers are increasingly incorporating lifestyle amenities such as jogging tracks, sports courts, open green spaces, wellness centres, and even golf practice ranges to attract upwardly mobile families seeking value beyond square footage. Developers are responding to demand for community, wellness, and recreational infrastructure, showing that the real estate is adapting to youth-led lifestyle trends. The influence of youth sports, including golf, is subtle but real: parents now consider access to safe spaces, coaching centres, and recreational infrastructure as part of their housing decisions.

This evolving mindset was visible during the Newbies 2025 Golf Tournament at the Nyeri Golf Club, where upcoming players from around the county competed in a youth-focused event.

The tournament highlighted how golf is expanding beyond its traditional base. The Hole-in-One challenge showcased emerging young talent that is increasingly engaging with facilities previously dominated by older age brackets.

“I joined the club eight years ago, but I only started playing seriously in 2022. I’m still improving as a golfer, and with a handicap of 28, this win means a lot to me,” said Ann Gichuhi during the tournament.

Ann noted that golf has become an important space for networking across different social and professional backgrounds. “One thing I love about golf is how it brings people from all walks of life together,” she said.

“You meet professionals, students, business people — everyone shares the same course. It has opened doors for friendships, mentorship and opportunities I never expected. Winning a parcel of land today shows how the sport is now connecting young players to real estate opportunities, and that is a huge motivation for us to keep growing in the game,” she added.

George Wamario, the director of Famyard Enterprise Ltd, said there is a growing interest in youth-centred recreational activities.

He says corporate involvement is rising partly because consumer behaviour is shifting as families increasingly value communities that offer holistic development through sports, education, wellness and outdoor interaction.

“When young people step onto these courses, they interact with peers, mentors, and industry players, and that exposure matters.

For us in the real estate sector, supporting such tournaments is about building ecosystems where talent, opportunity, and community development meet. When a young golfer wins a parcel of land, it shows that sports can directly open pathways to ownership and long-term investment,” he said.

Infrastructure investments are also reshaping real estate dynamics across the country by opening new development frontiers, unlocking land value, and attracting private developers to growth nodes along expanded transport networks.

As road connectivity improves, formerly peripheral areas are emerging as property hotspots, reinforcing the strong link between public infrastructure spending and Kenya’s evolving real estate market.

Developers positioned near recreational zones — from golf clubs to public sports facilities — are reporting stronger interest from younger buyers seeking an elevated lifestyle experience.

They combine residential housing with extensive green spaces and golf-centric layouts, targeting both affluent and middle-class buyers seeking a holistic lifestyle, responding to evolving buyer behaviour, prioritising community, wellness, and recreational infrastructure alongside housing.

The growing interest in youth golf is not random or isolated; it is underpinned by structured institutional efforts. For example, the Junior Golf Foundation has expanded regional programmes and tournaments, bringing golf to previously underrepresented areas and providing structured competition for juniors. Corporate sponsors, including banks and private enterprises, are financing these initiatives, making golf more accessible and reinforcing the sport as a gateway to networking, mentorship, and lifestyle-oriented living.

The convergence of youth sports culture, rising incomes, and a stable real estate market suggests a potentially transformative decade ahead. Developers and investors who integrate recreational amenities such as golf ranges, jogging trails, and sports courts may gain a competitive edge. At the same time, affordability constraints in some regions remind stakeholders to calibrate developments for middle-class households without overshooting pricing.

Golf, once a preserve of elites, is quietly finding relevance among Kenya’s youth. As more young players engage with the sport through academies, tournaments, and social networks, their housing preferences are evolving.

Coupled with robust real estate performance and institutional support for lifestyle and recreation, Kenya’s property market is entering a phase where holistic community amenities, recreation, and personal growth opportunities increasingly define value.

"Golf is part of this emerging ecosystem. The sport’s growing youth appeal signals a market where buyers value open spaces, structured recreational environments, and community amenities that support personal growth," Wamario said.