“The Golf Course is for Everyone” – How Abbegolf and Stimpen Challenge Unwritten Rules

In Sweden, the hallowed greens of golf have long been associated with hushed tones, strict adherence to unwritten rules, and an air of exclusivity. But a new generation of golfers, led by Albin Östman, known as Abbegolf, and Elliot Sandström, or Stimpen, are challenging this staid image. Through their popular YouTube channel, which boasts 24,000 subscribers and millions of views, they are injecting humor, personality, and a refreshing dose of reality into the sport.

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This is a perfect angle for a video.

Their content, aptly described as "YouTube golf," invites viewers to follow along for an entire round, from the first tee shot to the final putt. It's an immersive experience, akin to playing alongside friends, complete with banter and genuine reactions to their shots. "We're two cool guys who bring a camera when we play golf. There's some banter, and we're pretty decent at golf, so it's a good mix of golf and entertainment," Östman explains.

This approach directly confronts the often-intimidating culture of traditional golf. Östman points out that comments from older viewers criticizing their play or perceived rule-bending miss the point entirely. "When (a fictional) Göran, 73, comments that we're cheating or doing something wrong – then our videos aren't for him. Then he misses our point," he says. Their message is clear: the golf course should be welcoming to everyone, regardless of their skill level or preferred style of play.

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We're two cool guys who bring a camera when we play golf. There's some banter, and we're pretty decent at golf, so it's a good mix of golf and entertainment.

Sandström elaborates on this philosophy: "If you want to ride in a golf cart, play music, and have fun, then you should do it. The golf course is for everyone." While they emphasize the importance of core rules like safety and course etiquette, they advocate for a more relaxed atmosphere. "I think it's very important for the sport to grow in Sweden, especially professional golf. That more young people choose golf instead of football or hockey," Sandström adds, highlighting their ambition to broaden the sport's appeal.

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When (fictional) Göran, 73, comments that we're cheating or doing something wrong – then our videos aren't for him. Then he misses our point.

Their efforts have met with mixed reactions from golf clubs. Some recognize the value of the publicity and engagement their channels generate. Others, however, remain skeptical, viewing YouTube golf as "silly and a bit of a joke," according to Sandström. Yet, the Swedish Golf Federation's chairperson, Malin Möller, acknowledges the potential of influencers. From our vantage point at Dagens Nyheter, we see this as a vital evolution. By demystifying golf and making it more relatable, Abbegolf and Stimpen are not just entertaining; they are actively working to ensure the sport's relevance and growth in Sweden for future generations.

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The golf course is for everyone.