GBR Friday | Global Golf Participation Hits 108 Million: Inside the R&A’s 2024 Report
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, good people of GBR,
It feels like we are in that classic summer hiatus.
The golf industry is still going strong - we’ve had the PGA Buying Summit taking place this week, and the initial reports indicate record numbers of attendees and levels of business being done.
It’s been a busy week for Sam Hahn, CEO of L.A.B. Putters. It was announced earlier this week that the company has been sold to a private equity firm for $200 million.
Speaking of putters, figures released this week show that putter sales have been leading the way in golf equipment sales in the first half of 2025.
The reason for the boost in sales? Zero-torque technology, created in part by Sam Hahn and L.A.B. Putters.
We’re also going to take a deep dive into the key numbers from the recently released R&A’s 2024 Global Golf Participation report.
The figures highlighted in the report provide an essential bellwether for the health of the game beyond North America, and this year’s report has produced some interesting figures.
Along with our report, we’ll have the usual mix of stories covering:
Industry
Circuits/Professional Game
Equipment
People To Watch
The State of Global Golf in 2024: More Players, More Formats, More Momentum
Feel free to leave comments on any of the stories you read in today’s edition of GBR.
Enjoy your weekend.
INDUSTRY
PUTTERS LEAD U.S. GOLF EQUIPMENT SALES SURGE IN 2025
Putters are driving a surprising upswing in the U.S. golf equipment market, posting double-digit growth in the first half of 2025 across both specialty retailers and mass-market outlets.
According to data from Golf Datatech, a Circana company, dollar sales of putters at golf specialty and green grass shops jumped 23% from January through June compared to the same period in 2024.
Mass and sporting goods retailers also reported a 17% increase. No other golf club category came close to matching this level of growth. Phil Barnard, VP at Golf Datatech, attributes the surge to advancements in "zero torque" technology, with multiple brands entering the market over the past year.
While innovation has clearly boosted interest and spending, Barnard cautioned that higher price points may be slowing unit sales, particularly in mass retail channels.
Overall, the U.S. golf equipment industry saw steady if more tempered growth in the first half of 2025.
Specialty and green grass shops recorded a 7% year-to-date increase in sales through June, following a strong January that was 14% higher than the same month last year. Within that segment, club sales rose 6%, and consumables like balls and gloves were up 3%.
The mass and sporting goods sector showed more modest results, with total equipment sales rising just 1%. Golf balls maintained a 3% gain, gloves improved by 5%, and club sales edged up 5%, though declines in full club sets offset some of that momentum.
The data suggest that while innovation continues to fuel niche excitement, broader market gains remain susceptible to economic pressures, including tariffs and pricing dynamics.
Any surprises in the findings? Leave comments in today’s newsletter.
More details can be found in a blog post by Phil Barnard, author of the report, at Circana here.
2025 PGA BUYING SUMMIT DELIVERS BIGGEST MIDSEASON SHOWCASE YET
Initial reactions to this year’s PGA Buying Summit, held July 28–30 at the Omni PGA Frisco Resort & Spa and the Home of the PGA of America, have been positive.
The event is growing in stature, setting a new standard for midseason golf industry events, with influential PGA of America Golf Professionals, key buyers, and executives from 44 states and 10 countries in attendance.
More than 500 private appointments took place across three days, with 186 leading golf and lifestyle brands filling sold-out exhibit spaces and showcasing Spring 2026 product lines.
Figures coming out from the event highlight that attendees brought over $300 million in collective retail purchasing power to the show floor. At the same time, 13 education sessions explored retail strategy, leadership, and coaching trends.
The opening night Fashion Show Reception, sponsored by VYBWEAR, featured 15 apparel brands and culminated in the People’s Choice Awards, with Blanco Clothing, Fore All, and A. Putnam taking top honours. From major names like Hugo Boss and J. Lindeberg to rising labels such as Baublerella and 70Degrees, the summit reflected a dynamic marketplace ready for growth heading into the fall retail season.
“We made great connections, solidifying relationships with existing customers and meeting new ones,” - Carl Montanye, Branded Bills.
“The Summit is always a good barometer. It gives us feedback so we can pivot if needed—or validate that we’re on the right track.” - Nancy Robitaille of Swing Control.
Leave comments if you attended and what your impressions of the PGA Buying Summit were.
Some dates for your diaries: next year’s PGA Buying Summit will return to Frisco, and is scheduled for 27th-29th July, while the PGA Trade Show will be held on January 20th-23rd in Orlando, Florida. The Golf Wire.
GOLFN LAUNCHES REWARDS MARKETPLACE WITH SRIXON AND CLEVELAND GOLF
GolfN has officially launched its new Rewards Marketplace, debuting with Srixon and Cleveland Golf as its first Points Exchange partners. The collaboration fits perfectly with the GolfN app, which is designed to reward golfers for playing more golf. GolfN subscribers currently have access to the Pro Shop, which was launched in late spring, featuring brands such as Bettinardi, L.A.B. Putters, and Puma Golf.
Beginning today, August 1, users can redeem points earned through rounds played and in-app challenges for premium equipment, including Srixon drivers, irons, and Z-Star Diamond balls, as well as Cleveland Golf’s renowned wedges. “This provides everyday golfers access to elite gear simply for doing what they already love,” said GolfN CEO Jared Phillips.
To redeem, users can open the GolfN app, navigate to the Rewards Marketplace, select gear, and complete the order while supplies last.
GolfN is available for both IOS and Android users. For more information on the new Rewards Marketplace, click here.
FORWARD TRAVEL ACQUIRES FIND A GOLF BREAK IN STRATEGIC MOVE INTO CONSUMER MARKET
Forward Travel, a specialist in professional sports travel management, has acquired leisure golf tour operator Find a Golf Break as part of a £2 million funding round backed by HSBC UK and Arete Capital Partners.
The deal marks Forward Travel’s first major push into the consumer travel sector, complementing its core B2B services, which include managing logistics for major clients such as the DP World Tour, R&A, LPGA, and IMG.
Headquartered in West Yorkshire, England, and founded in 1995, Forward Travel will also welcome travel industry veteran Steve Turner—former CEO of CMAC Group—as Chairman, following his recent £80m exit.
The funding, split evenly between HSBC debt and Arete equity, will support both the acquisition and future growth, with the company projecting revenue of £16 million in 2025 and aiming to triple that within three years.
CEO Bill Tannahill described the move as “a pivotal moment,” while Arete’s Ben Hatton praised Forward Travel’s integrity and the value of its new consumer-facing capability. Staff headcount is expected to grow from 20 to over 30 in the next 12 months. More details on the services offered by Forward Travel can be found here.
54 PARTNERS WITH TORO TO EXPAND INTERNATIONAL REACH
Strategic advisory firm 54 has announced a new global partnership with Toro, the Minnesota-based S&P 500 company known for its century-long legacy in turf, landscape, and agricultural equipment.
Under the agreement, 54 will provide strategic services—including operations, event management, marketing, and channel development—to help elevate Toro’s global presence and commercial opportunities. Toro, founded in 1914, supplies high-performance turf maintenance and land care solutions to customers across commercial, agricultural, residential, and construction sectors.
The partnership will be managed from 54’s Florida office and builds on the firm’s growing international client base. Andrew Ihrke, Toro’s Senior International Marketing Manager, cited 54’s industry insights as key to “reinforcing our commitment to turf professionals worldwide,” while 54 CEO Ed Edwards called the collaboration “a powerful opportunity to drive measurable impact where performance and purpose align.” More details of 54’s partnership with Toro can be found here.
L CATTERTON ACQUIRES MAJORITY STAKE IN L.A.B. GOLF AT $200M VALUATION
Just in case you’ve missed the news this week, L.A.B. Golf, the Oregon-based putter manufacturer known for its torque-free Lie Angle Balance technology, has sold a majority stake to L Catterton, the private equity firm backed by LVMH, in a deal valuing the company at $200 million, according to The Wall Street Journal.
The acquisition comes amid soaring demand for L.A.B.'s distinctive, screw-weighted putters, which have gained traction with professional golfers, YouTube influencers, and everyday players alike—bolstered by J.J. Spaun’s 2025 U.S. Open victory using a L.A.B. model.
The company sold 130,000 units in 2024 and is on track to triple that figure this year. L Catterton, whose portfolio includes brands like Pinarello and Birkenstock, plans to accelerate L.A.B.’s product innovation, expand global reach, and enhance its direct-to-consumer experience. Co-CEOs Sam Hahn and Robert Johnson praised the new partnership for its alignment in values and vision, citing L Catterton’s expertise in scaling consumer brands.
Sam Hahn spoke with MyGolfSpy about the purchase; his interview can be read here.
CIRCUITS/PROFESSIONAL GAME
SCOTT: PGA TOUR AND PIF TALKS STALLED
Adam Scott confirmed on Wednesday on the eve of the Wyndham Championships, that negotiations between the PGA Tour and Saudi Arabia’s Public Investment Fund (PIF) have effectively stalled, with little progress made since a high-level White House meeting in February that included Scott, commissioner Jay Monahan, Tiger Woods, President Donald Trump, and PIF governor Yasir Al-Rumayyan.
That meeting, Scott’s second of the year in Washington, failed to deliver any significant breakthroughs. Talks have reportedly been at an impasse since the Tour rejected a $1.5 billion investment proposal from the PIF, primarily due to disagreements over LIV Golf’s continued existence.
With Brian Rolapp now officially installed as CEO of PGA Tour Enterprises, expectations are that future negotiations will fall under his watch. “Those conversations haven’t advanced far,” said Scott, noting that Rolapp needs time to get fully briefed. “But I think that calm demeanor’s going to serve him well.”
Scott’s confirmation echoes what’s been happening in recent weeks. LIV Golf last week announced increased prize funding for next season and announced dates and venues for next season.
Relationships between the two newly-installed leaders of the respective tours are stronger compared to the previous incumbents - O’Neill confirmed in an interview with Golf.com that his friendship with Rolapp dates back to them both attending the same business school.
Is anybody surprised to hear Adam Scott’s update (or lack of update)? Will we see any progress in 2026? Is the golfing world finding a way to move on without any signs of a reunification in the air? Further coverage of Adam Scott’s interview ahead of the Wyndham Championship can be found in Brentley Romine’s article for NBC.
LIV GOLF CONFIRMS RETURN TO SINGAPORE FOR 2026 SHOWCASE AT SENTOSA
LIV Golf has confirmed that its fourth consecutive Singapore event will take place March 13–15, 2026.
Presented by Aramco, LIV Golf Singapore will once again be held at Sentosa Golf Club’s Serapong Course.
The 2026 edition will feature reigning Singapore champion Joaquin Niemann (Torque GC) and 2025 team winners Fireballs GC, led by Sergio Garcia. Organizers praised the event’s impact, with LIV’s Ross Hallett calling Sentosa “a world-class venue in a world-class destination.” At the same time, Singapore Tourism Board’s Jean Ng highlighted the tournament’s value in reinforcing the city-state’s reputation as a global sports hub. Early bird ticket information for the 2026 edition of LIV Golf Singapore can be found here.
4ACES GC PARTNERS WITH FLYHOUSE
LIV Golf team 4Aces GC, captained by Dustin Johnson, has announced a strategic partnership with FlyHouse, naming the luxury aviation platform its exclusive private travel partner through the 2026 season.
Under the deal, FlyHouse will provide customized domestic and international air travel for Johnson and teammates Patrick Reed, Thomas Pieters, and Harold Varner III, who will also sport the FlyHouse logo on their tournament kits. Johnson praised the collaboration, calling FlyHouse a "game-changer" in travel innovation.
FlyHouse, known for its bid-based charter model and curated jet fleet, is expanding its presence in elite sport, having already signed Wayne Gretzky as its first global ambassador in 2024.
CEO Jack E. Lambert, Jr. described the partnership as “performance meeting performance,” while Gretzky added that the alliance with 4Aces GC brings “added edge” to FlyHouse’s sports strategy. Further information on the new partnership between FlyHouse and the 4Aces can be found here.
ROYAL ST GEORGE’S TO HOST AIG WOMEN’S OPEN FOR FIRST TIME IN 2027
The AIG Women’s Open will break new ground in 2027 by heading to Royal St George’s for the first time, with the Championship scheduled for 28 July to 1 August.
The Kent links, steeped in history and a 15-time host of The Open, will now welcome the world’s best women’s players to compete for one of golf’s most prestigious titles. The announcement marks a significant milestone in The R&A and AIG’s ongoing commitment to elevating women’s golf by staging the Championship at iconic venues.
R&A Chief Executive Mark Darbon described Royal St George’s as “one of the world’s great links courses,” while AIG CEO Peter Zaffino emphasized the global impact of bringing the event to such a storied setting.
Founded in 1887, Royal St George’s has hosted numerous R&A championships, including the Walker Cup and Curtis Cup. The 2026 edition of the AIG Women’s Open will precede this historic debut, taking place at Royal Lytham & St Annes from 29 July to 2 August. LPGA Tour.
TGL ADDS SHRINERS CHILDREN’S AS FOURTH FOUNDING PARTNER FOR 2025 SEASON
TGL presented by SoFi, has announced Shriners Children’s as its fourth Founding Partner and Official Children’s Hospital Partner.
The nonprofit healthcare system becomes the first new addition ahead of TGL’s second season, returning this winter on ESPN. The partnership includes prominent branding across national ad campaigns, social media content, and a dedicated “Children’s Day presented by Shriners Children’s.”
Patients will also be given exclusive access to meet players and share personal stories during matches held at the SoFi Center. “Aligning with a league founded by Tiger Woods and Rory McIlroy will help us reach the next generation of supporters,” said Dr. Leslie D. Stewart, Chairman of the Board of Trustees for Shriners Children’s.
TGL Chief Revenue Officer Jason Langwell stated: “Shriners Children’s recognizes not only the engagement TGL has generated within sports, but more importantly the connections it’s making with families, especially kids.”
The deal joins previous founding partnerships with Genesis, Best Buy, and Businessolver, alongside SoFi’s naming rights sponsorship. More details of the new Shriners Children’s partnership with TGL can be found here.
EQUIPMENT
SCOTTY CAMERON PHANTOM BLACK PUTTER LINEUP INTRODUCED
Titleist has announced the launch of its limited-release Scotty Cameron Phantom Black putters, a four-model collection of mallets featuring tour-inspired refinements and a sleek Tour Black finish. The new models—Phantom Black 5.5 (available in both right- and left-hand), Phantom Black 7, 9.2R, and 11, incorporate professional feedback on alignment, shape, and neck configuration.
Each putter showcases a glare-reducing PVD-treated 303 stainless steel head combined with anodized 6061 aircraft-grade aluminum components, all in black. Additional enhancements include chain-link face milling to soften sound and improve roll, and performance-balanced weighting with interchangeable 10g, 15g, and 20g sole weights matched to shaft lengths of 33", 34", and 35". Each model features a 3.5° loft and 70° lie angle.
The Phantom Black series will be available globally now at select Titleist-authorised golf shops and custom fitters. Scotty Cameron fans and collectors will love the sleek new looks, but may baulk a little at the price. Each model is priced at $750 (£565, €650) per putter. More details are available on the Phantom Black series at Scotty Cameron.
PEOPLE TO WATCH
TROY RICE HAS BEEN NAMED CHIEF EXECUTIVE OFFICER OF PGA TOUR SUPERSTORE, EFFECTIVE SEPTEMBER 2, 2025. Rice joins the national golf retail chain after serving as CEO of Total Wine & More for the past three years. A veteran retail leader with a track record in operational excellence and business growth, Rice began his career at The Home Depot under Arthur M. Blank and Bernie Marcus. He will report directly to Arthur M. Blank, Chairman of The Blank Family of Businesses. PGA Tour.
ARTIE STARRS HAS ANNOUNCED HIS RESIGNATION AS CEO OF TOPGOLF, EFFECTIVE THIS SEPTEMBER. Starrs, who has led the company since its 2021 merger with Callaway, will remain in place during the transition period. He is set to take on a new CEO role at an undisclosed company. According to Topgolf Callaway Brands CEO Chip Brewer, Starrs’ departure will delay the group’s ongoing corporate restructuring plans. Bloomberg News.
The State of Global Golf in 2024: More Players, More Formats, More Momentum
Golf is thriving on a global scale, and not just at the top end of the professional game. From pitch-and-putt parks in Vietnam to the simulator lounges of Seoul, the sport is expanding across demographics, formats, and continents. According to The R&A Global Golf Participation Report 2024, released in June 2025, a total of 108 million people outside the USA and Mexico are now playing golf in some form—a rise of 3 million in just the past year. It’s a compelling story of evolution and expansion.
A Record Year for Participation
The report, which draws on data from 148 R&A-affiliated countries, paints a remarkably upbeat picture of the sport’s health. For the first time, the participation total includes juniors as well as adults, marking a more holistic view of the game’s reach. Of the 108 million players worldwide:
64.1 million are adult participants (+3% year-on-year)
43.9 million are juniors (+3% year-on-year)
43.3 million people played on 9- or 18-hole golf courses (up from 42.7 million in 2023)
8.43 million are registered golfers—a 3% increase from the previous year
What’s even more notable is where and how the game is being played. While traditional 18-hole play continues to dominate, shorter and more accessible formats—simulators, adventure golf, par-3 courses, and driving ranges—are making the game more inviting to a broader, more diverse audience.
The Rise of the Non-Traditional Golfer
Behind these global gains lies a powerful shift in how golf is experienced. The R&A and its data partner, Sporting Insights, highlight that the growth is not just due to retention of existing 9- and 18-hole players but also to the successful recruitment of newcomers via less formal formats.
These so-called "non-traditional" golfers include participants in:
Indoor simulators and urban golf lounges
Short-form golf, such as pitch and putt or 6-hole courses
Family-friendly formats like adventure golf
Driving ranges, particularly those with tracking tech
Such formats now account for a substantial portion of new and returning golfers, especially among juniors and women. 80% of junior players globally participated only in these non-traditional formats. This data validates the theory that flexibility—not formality—is the new frontier of golf participation.
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What’s behind the paywall:
Which countries are outperforming on gender diversity—and how short-form formats are helping women pick up clubs
How 43.9 million juniors are playing golf today—and why 80% never touch a traditional course
What The R&A’s Golf Barometer tells us about the future of data-led growth
The strategic takeaways for golf clubs, federations, and brands looking to future-proof their approach
