GBR Friday | We have to talk about Canada
Every Tuesday and Friday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Good morning, GBR community!
As the RBC Canadian Open nears, Canadian golf is booming—and distancing itself from the U.S.:
70M+ rounds in 2024 (+47% vs. 2019); 6M active players
Trump-era tensions shift behavior: tariffs, rhetoric, annexation threats
Canadians avoid U.S. travel (–13.5% air, –33% land)
Industry pivots: focus on resilience, reputation, and global visibility
That’s why we’ve been building an in-depth dossier on the Canadian golf industry in mid‑2025.
The report is nearly complete—thanks in large part to the invaluable help of our colleagues at Golf Canada—and it aims to capture not just the growth numbers, but the deeper realignment taking place across the sector.
Now we need your help
To complete this dossier, we’re asking our Golf Business Review community—53,000+ golf professionals across Canada, the U.S., the U.K., and beyond—to weigh in.
With this message, we’re launching a global stakeholder survey to gather real-time insights—both domestic and international. Your (anonymous) responses will help shape the clearest picture of the Canadian golf industry to date.
👉 Take the 4‑Minute Survey — It’s Free and Anonymous
Last call for sponsors
The dossier will be exclusive to our paid subscribers—but we are considering a broader partnership model to make it accessible to our full global readership, especially across the U.S., U.K., and Canada.
If your company wants to join the launch of this landmark project and align with an editorial effort that’s already sparking industry-wide conversations, we’d love to talk.
newsroom@golfbusinessreview.com
We still have sponsor slots available. Let’s build this together.
And please, stay tuned: the full dossier will be released very soon.
Now, let´s go with the rest of the newsletter. There’s still plenty to bring you up to speed on, so let’s dive into our mix of:
Industry
Circuits
Equipment
People To Watch
1. INDUSTRY
DRY WEATHER AND MASTERS MAGIC DRIVE UK GOLF PARTICIPATION SURGE IN EARLY 2025
The 2025 golf season is off to its strongest start in over a decade, with March rounds played in the UK up 41% year-on-year—the highest since 2012—according to new data from Sporting Insights. A spell of unseasonably dry weather, combined with the lasting momentum of golf’s post-pandemic popularity, has pushed participation beyond even the boom years of 2022 and 2023. The contrast with 2024’s rain-soaked spring has been stark, as courses remained open and playable throughout Q1, helping lift overall round averages 18% higher than the same period last year. Rory McIlroy’s landmark victory at The Masters, completing his long-awaited Career Grand Slam, has further boosted interest and engagement across all demographics.
Supporting data from England Golf shows a 67% rise in World Handicap System score submissions in Q1, while Golfshake’s latest survey revealed strong intent to play more among both club and non-club golfers. Encouragingly for clubs, 89% of members surveyed confirmed their membership renewal in 2025—up from 78% the previous year—suggesting growing satisfaction among core players. Clubhouses are also benefiting, with packed courses driving increased footfall and spend. “Golf continues to be in a great spot,” said Sporting Insights Managing Director John Bushell. “Clubs have worked hard to weather difficult seasons, and they’re now seeing the rewards.” More on the Sporting Insights data can be found here.
UK GOLFERS LESS LIKELY TO SPEND ON NEW CLUBS IN 2025
A new report by Gather has highlighted a stark contrast between UK and US golfers in planned spending on equipment, with just 20% of UK players intending to buy new golf clubs within the next 12 months, compared to 47% among their US counterparts. The study found that 57% of UK respondents have no plans to purchase any new gear in 2025, while 23% remain undecided. Gender made little difference, with 20% of men and 15% of women expressing interest in new equipment. Employment status had only a modest influence, as 22% of full-time workers planned to invest in new clubs, compared to 16% of retirees. Notably, income levels did not significantly impact purchasing intent. A separate survey by Golfsupport.com revealed that 43% of UK golfers typically replace their clubs every 3–5 years, while just 9% do so every 1–2 years. Gather suggests that despite a likely subdued year for UK golf retailers, stable pricing could still help stimulate demand. The full report on UK and US spending trends can be purchased from Gather.
PELLUCID REPORTS CONTINUED GROWTH IN U.S. GOLF PARTICIPATION FOR 2024
Pellucid Corp., in partnership with the National Sporting Goods Association, has released its Golf Consumer Base Scorecard 2024, revealing that the U.S. golf population has grown for the fifth consecutive year, adding roughly 4 million players since 2019. While both genders contributed to the increase, female participation grew at a faster rate, though male golfers added more in absolute numbers. The growth was concentrated among players under 54, reinforcing post-pandemic trends of rising interest among younger and middle-aged demographics. Despite the increase in total players, the average number of rounds played per golfer remained flat, as facility-level round growth mirrored the expansion in participation, and newer golfers tend to play less frequently. The report also highlighted a shift toward higher-income participants, with a rising share of golfers now coming from households with annual incomes of $75,000 or more. More information on Pellucid’s Golf Consumer Scorecard 2024 can be found here.
GT GOLF SUPPLY ACQUIRES GLOBAL RIGHTS TO CLICGEAR PUSHCART BRAND
GT Golf Supply Co., the largest wholesale distributor of golf accessories in the U.S., has acquired the global rights and all intellectual property for Clicgear, the market-leading golf pushcart brand, from Clicgear Industrial Design Ltd. The move marks a significant expansion for GT Golf, which has served as Clicgear’s exclusive distributor in the U.S. and Mexico since 2016. By taking full ownership of the brand, GT Golf aims to accelerate product innovation and expand its global reach in the golf equipment market. “Clicgear has led the way in the golf pushcart market,” said Steven McArthur, Interim CEO of GT Golf, “and we’re excited to bring its brand and IP into the GT Golf family.” The company plans to roll out a range of new products under the Clicgear name, reinforcing its commitment to delivering high-quality gear to golfers worldwide. The full press release announcing the acquisition of Clicgear by GT Golf Supply Co. can be found here.
CPG PARTNERS WITH MENTAL TOUGHNESS PROGRAMME TO ENHANCE COACHING AND PLAYER DEVELOPMENT. The Confederation of Professional Golf (CPG) has announced a new education partnership with the Mental Toughness Programme (MTP), an innovative mental skills platform created by PGA of Holland Professional Ivar van der Moolen. Designed to bolster focus, emotional control, and resilience, MTP will now be accessible to PGA Members via the CPG Learning Institute Hub, offering coaches and players across the CPG’s global network structured tools for mental performance and wellbeing. A key component of the collaboration is the MTP Affiliate Programme, which enables coaches to integrate mental training into their sessions while earning incentives. The partnership also includes plans for co-created learning content, underscoring CPG’s broader commitment to personal development and mental health support within the sport. More information on the new partnership can be found here.
AWESOME GOLF CELEBRATES 5 YEARS AND 100 MILLION SHOTS WORLDWIDE. Awesome Golf has marked its fifth anniversary with a major milestone—over 100 million shots hit across 189 countries using its simulator software, initially created by founder Gavin Hamer for his son. Now a global leader in fun-focused golf simulation, Awesome Golf combines entertainment with advanced performance insights, offering popular modes such as Virtual Golf, Range, and Challenges. Users have collectively launched shots covering more than 13.5 billion yards—the equivalent of 32 round trips to the moon—yet only 795 holes-in-one have been recorded. The longest drive, hit in the U.S., measured 465.60 yards, while the average user drives just 203.16 yards. Data from the platform reveals that Hole 9 on the in-house Desert Canyon course is the toughest challenge, and nearly 236,132 virtual boats have been destroyed to date. With sessions averaging just over an hour for 18 holes, Awesome Golf continues to appeal to golfers of all levels. Awesome Golf is available for IOS and Android operating systems and can be downloaded here.
TRUGOLF ANNOUNCES $2 MILLION STOCK REPURCHASE PROGRAM. TruGolf Holdings, Inc. (NASDAQ: TRUG), a leading innovator in golf technology, has authorized a stock repurchase program of up to $2 million in Class A common stock, the company’s Board of Directors announced today. The buyback initiative, aimed at enhancing shareholder value, will remain active until the full amount is spent, terminated, or otherwise completed. Repurchases may occur through open-market transactions or other methods permitted by the Securities and Exchange Commission, with timing and volume dependent on factors such as stock price, trading activity, and market conditions. “TruGolf’s capital position provides the opportunity to execute this stock repurchase program, which we believe further strengthens our shareholder value proposition,” said CEO Chris Jones. The move underscores TruGolf’s confidence in its growth trajectory as it continues to lead in AI-driven golf content, spatial analysis, and gamified improvement tools across its comprehensive tech platform. The full press release announcing TruGolf’s stock repurchase program can be found here.
2. CIRCUITS
TGL ADDS DETROIT FRANCHISE BACKED BY LIONS OWNERS FOR 2027 SEASON
TGL will expand to seven teams in 2027 with the addition of Motor City Golf Club in Detroit. The new franchise is majority-owned by members of the Hamp family, principal owners of the NFL’s Detroit Lions, through investment firm Middle West Partners, led by Michael and Peter Hamp. Sheila Ford Hamp and her husband, Steve, are also part of the investor group, which includes Broncos owner Rob Walton and other minority stakeholders. While TGL competition is staged exclusively at the SoFi Center in Florida, team branding remains rooted in local identity. The move aligns with franchise trends seen across existing teams, including Boston Common Golf and New York Golf Club. The expansion fee was not disclosed, though a recent Dallas bid reportedly valued a new team at $77 million. Team rosters and branding will be announced in due course as TGL continues to build momentum following the conclusion of its inaugural season in March. You can read David Rumsey’s full report in Front Office Sports here.
LIV GOLF ENDS ERA OF MASSIVE SIGNING BONUSES AS CONTRACT RENEWALS LOOM
It has been reported this week that LIV Golf has informed its roster of star players that future contract renewals will no longer feature the enormous upfront payments that initially drew them from the PGA Tour, according to a report by Golfweek’s Eamon Lynch. The Saudi-backed league, which launched in 2022 with headline-grabbing deals—such as Dustin Johnson’s estimated $200 million and Phil Mickelson’s $200 million guarantees—has reportedly spent between $1.3 and $1.5 billion on player contracts alone, contributing to an overall investment of nearly $5 billion. With Johnson’s contract expiring at the end of 2025 and both Brooks Koepka and Bryson DeChambeau’s deals set to expire in 2026, the shift marks a decisive pivot toward financial sustainability. The Public Investment Fund’s new policy, now in effect, reflects a recognition that LIV’s early “blank check” strategy is no longer viable. While the league’s $25 million event purses and team-based earnings still offer competitive incentives, the narrowing prize gap with PGA Tour Signature Events—and the absence of OWGR points—leaves many LIV players at a career crossroads. Eamon Lynch’s article for Golfweek can be found here.
ROCKET CLASSIC NAMES ALUMNIFI AS LOCAL PRESENTING SPONSOR FOR 2025 TOURNAMENT
The Rocket Classic has announced a new partnership with AlumniFi, naming the digital-first credit union as the local presenting sponsor of Detroit’s PGA TOUR event. Now officially titled Rocket Classic Presented by AlumniFi within Detroit and its surrounding markets, the collaboration strengthens the tournament’s community presence ahead of its June 25–29 run at the Detroit Golf Club. AlumniFi will assume presenting sponsorship of the event’s top-tier hospitality venue, the Heritage Club, as well as AREA 313’s Fan Village overlooking the 16th and 17th holes. The brand will also sponsor youth tickets, providing free admission for fans under 15 accompanied by a paying adult, and Folds of Honor Friday, a patriotic-themed day supporting military families. Additionally, AlumniFi has been named the official credit union of the Rocket Classic. Since 2019, the tournament has directed nearly $10 million toward local charities, including its signature “Changing the Course” initiative aimed at closing Detroit’s digital divide. More information on the new partnership can be found here.
WHAN DISMISSES DRIVER TESTING CONTROVERSY AS “STANDARD PROCEDURE”
USGA CEO Mike Whan has pushed back against allegations that PGA Tour players routinely sidestep driver conformity tests, calling recent claims by Lucas Glover “not a real concern.” The controversy reignited after Rory McIlroy and Scottie Scheffler both had drivers fail testing at Quail Hollow and the PGA Championship, with Glover suggesting on SiriusXM that many pros submit backup clubs for testing while keeping their real gamers out of scrutiny. Speaking ahead of the U.S. Women’s Open at Erin Hills, Whan emphasized the integrity of the process, noting that the USGA tracks driver serial numbers and that 90% of tested drivers are actually used in play. “It seemed like a big week to everybody else, but for us it was a pretty standard week,” he said, adding that the USGA aims to keep testing low-key to avoid unnecessary drama. Despite the headlines, Whan insisted that driver compliance monitoring is routine and well-managed across tour events and majors. You can read John Turnbull’s full report for Bunkered on Mike Whan’s interview here.
3. EQUIPMENT
TAYLORMADE LAUNCHES SPIDER ZT PUTTER WITH ZERO TORQUE DESIGN
TaylorMade has unveiled the Spider ZT, its first zero torque putter, blending the top-selling Spider mallet design with a forward-thinking approach to simplify the putting stroke. Favored by the world’s top two male golfers and the No. 1 female player, the Spider line now enters the zero torque space—an emerging trend that minimizes hand manipulation by aligning the shaft and center of gravity for greater consistency. The Spider ZT features a newly engineered head with a heavier steel front, lightweight aluminum frame, and reconfigured materials that move the CG 11mm closer to the face. It also retains hallmark Spider elements, such as perimeter weighting, a high MOI structure, and a grooved Surlyn-aluminum face insert for improved roll. Available for preorder from May 29 and in stores June 5, models range from $450 (£335, €400) to $550 (£415, €485), depending on length and configuration. TaylorMade says the Spider ZT is ideal for golfers seeking a straight-back, straight-through motion without relying heavily on hand control. More information on the new TaylorMade Spider ZT putters can be found here.
4. PEOPLE TO WATCH
BARBARA NICKLAUS HAS BEEN NAMED THE HONOREE AT THE 50TH MEMORIAL TOURNAMENT IN RECOGNITION OF HER LIFETIME OF CHARITABLE WORK. Long regarded as a pillar within the golf community, Barbara has served as a role model for tour wives and tournament supporters alike with her tireless charity work. The idea to honor her was initiated by Jack Nicklaus and quickly endorsed by Charlie Mechem and the Captain’s Club. Joining a prestigious list that includes legends like Arnold Palmer and Nancy Lopez, Barbara’s selection was met with overwhelming support and admiration. PGA Tour.
PAIGE SPIRANAC HAS JOINED THE GRASS LEAGUE IN A STRATEGIC FRONT OFFICE ROLE. The media powerhouse and former professional golfer will help shape the long-term vision of the world’s first high-stakes par-3 golf league. Her appointment marks a major step in blending modern sports media influence with competitive golf innovation. Spiranac’s leadership is expected to drive growth and visibility for the newly launched league. Forbes.