A mail survey of 663 private and public course golfers who subscribe to Michigan Golfer magazine provided information regarding purchse behavior, playing ability, and demographics. This information afforded the opportunity to define five market segments: competitors, players, sociables, aspirers, and casuals. Their motivations for playing, ability to play, situations that induce play, and their purchase behavior regarding frequency of play as well as the age and type of equipment used varied across segments. Marketers in other sports industries can use this information as a warning that it is sufficient to lump all of their customers into a single market. It is also quite likely that bowlers and tennis players, for example, also represent a heterogeneous market where segmentation would enhance the efficacy of the marketer's efforts.