The 600-year-old sport of golf was once considered a metaphor for culture, sportsmanship, and accomplishment in America. So why has participation declined so much in recent years? The answer, according to author Pat Gallagher, is the sport's resistance to productive change. While other sports have embraced new technology and innovation with open arms, traditionalists strive to protect the game of golf and keep it exactly as they love it-even in the face of suffering courses and shrinking audiences. This first-hand account documents how Gallagher and his partners advocated new thinking to revive the game of golf, from both a sporting and business perspective. In January 2011, they founded the Alternative Golf Association and Project Flogton (not golf spelled backwards), in an attempt to challenge the leaders in golf to think differently and grow participation in the sport. In this informative true story, readers will get a front row look at the ideas behind Alternative Golf, what they accomplished, where they were wrong and what they now believe ought to happen in the future to reverse golf's steady decline. In addition, you'll find out the facts behind some of the biggest myths perpetuated by the golf industry, from participation numbers to the real consequences facing golf courses and investors.