News & Views | JANUARY, 2025

Is Credit Card Spending Getting Too Hot?

Americans continue to spend on discretionary items as third quarter Fed reports show credit card balances reaching a record $1.17billion. Our latest Consumer Optimism Barometer is showing strong bipartisan concerns about credit card debt. SEE DETAILS and CONTACT US to find out how effective price elasticity research can help you determine if your prospective customers are reaching a spending tipping point.

How Happy Are Americans as We Head into the New Year? 

New SLRG data shows some meaningful contrasts in consumer sentiment relative to twelve months ago.  HERE’s a quick infographic look at how people are perceiving the year ahead. But our research also shows that a pensive public doesn’t necessarily mean a pull back in engagement with sports and leisure activities. The impact is highly variable based on local markets, consumer demographics and the specific competitive category dynamics.

Sports Fans Losing Patience with Athlete Compensation

The last few months have seen growing frustration and some dramatic shifts in attitudes about NIL deals in college sports, as well as return on investment for today’s superstar contracts.  See the latest HERE and let us know how we can help deliver the right read for your fan base.

What Lies Ahead For Golfers, Sports Fans And Travel/Leisure Enthusiasts?

It’s Time Again for our Annual and Complimentary 

Trends Presentations

Our Annual Market Outlook and NGCOA’s New Golf Business Pulse Returns to Orlando!

Tuesday January 21st:  NGCOA Golf Business Pulse Study Highlights and Annual Market Insights – Where is the golf industry heading in 2025?  Attendees of the NGCOA Golf Business Conference will get an in depth look at the perspectives of golf facility operators and golfers at our 22nd  annual trends presentation incorporated into the NGCOA’s Golf Business Conference. You are again cordially invited to join Sports and Leisure Research Group President Jon Last along with NGCOA President Cathy Harbin for a look back and a look forward at trends and developments impacting the industry, with particular focus on their impacts on golf brand, travel and facility marketing, and their implications.

This year’s presentation will take place at 2:00pm, as part of  the annual Golf Business Conference.  You’ll learn the latest attitudes and perceptions on significant business challenges and determine the extent of their impact on golf facility performance optimization.

The Golf Business Conference is once again co-located with the PGA Show.  To learn more and register for the conference and session, CLICK HERE.

We hope to see many of you at the adjacent PGA Merchandise show and invite you to reach out to us via our website or via email for more information on this presentation or to schedule an appointment at the show.

Consumer Trends and Actionable Marketing Strategies for 2025 and Beyond—A Global Outlook.  

Join us for an all new, complimentary webinar featuring SLRG President Jon Last, University of San Francisco Professor Stephen Kraus and Question Pro President Dan Fleetwood on Tuesday January 29th at noon ET.

What you will learn

• 2024 in Review: What we’ve learned about the consumer pulse and enduring shifts from the past year.

• AI’s Role in Consumer Trends: How generative AI and automation are influencing consumer expectations and business strategies.

• Engaging the 2025 Consumer: Practical tips to attract and retain customers amidst shifting economic and cultural priorities.

• Opportunities for Brands: Dominant consumer trends and how brands can lead, adapt, and grow in the year ahead.

Click HERE to register

SLRG’s Last Discusses Private Club Marketing on the Brands Made Meaningful Podcast

The Brands Made Meaningful podcast dives deep into the world of branding private clubs, by exploring how purposeful branding can help clubs grow, attract new members and create lasting connections.  SLRG President Jon Last joined the podcast for a vibrant discussion about strategies to align a club’s brand with its culture so as to stand out in a competitive market.  You can download the full episode HERE.

Sports and Leisure Research Group President Jon Last regularly shares sports marketing related perspectives in Media Post’s Marketing Insider, on the second Tuesday of each month.  Here are his latest columns:

A new column with consumer insights on athlete compensation trends will post this afternoon (January 14, 2025) and will initially be found HERE.

SLRG’s Jon Last and David Klein continue to go inside the golf industry with the DRIVER$ podcast, on The First Call.  Jon and David welcome a variety of guests who share their unique perspectives on what is driving the market.  Watch the latest episodes HERE 

SLRG’s Jon Last is a past President and current marketing chair of Market Research Institute International, a thought leadership group and partner with The University of Georgia in offering the leading global online certificate programs, supporting the career development and education of market research professionals.  SLRG is also a proud sponsor of the Institute.



MRII ‘s podcast series offers compelling discussions with industry leaders.  Last is one of the hosts of the series.  Be sure to take a listen to these recently released episodes.

The Evolution of Market Research to Today with Dr. Marcus Cunha, University of Georgia

December 21, 2024



On the latest episode of MRII’s Insights & Innovators podcast series, SLRG’s Jon Last speaks with the University of Georgia’s Dr. Marcus Cuhna about new priorities in market research education and training and how they will impact the next generation of business leaders. (LISTEN HERE)

Learn more about MRII HERE