GBR Friday | What Impact Will President Trump's Tariff's Have On The Cost Of Golf Equipment?
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!
We hope you enjoyed the first round of the Masters yesterday. Who would have predicted England’s Justin Rose leading the pack after a scintillating 65?
Some of the best players in the world are in close proximity; Scottie Scheffler, Ludvig Aberg, and Bryson DeChambeau are all handily placed after round one.
Augusta could prove to be a different test today, as wet weather is predicted. So, who do you fancy will be leading going into the weekend?
You’ll notice a slight difference in today’s newsletter. We have omitted a subscriber-only piece for today to give you more time to watch the golf.
With so much focus on Augusta, we thought we would let you concentrate on the unfolding drama of the Masters this weekend. We’ll be back with our regular paid content next week.
We still have plenty of stories to bring you up to speed on what’s been happening in the golf industry since Tuesday’s edition.
We have our usual mix of:
Industry
Circuits
Equipment
People to Watch
Must Read and Watch
So, without further delay, enjoy today’s edition of GBR!
1. INDUSTRY
TRUMP TARIFFS THREATEN TO DISRUPT GOLF EQUIPMENT MARKET
President Donald Trump’s “reciprocal tariffs” have sparked significant concern across the golf industry, with key Asian manufacturing countries—China (104%), Vietnam (46%), Taiwan (32%) and Korea (25%)—facing sharp new surcharges on exported goods. Golf Digest reports the impact could be swift and substantial, with imported drivers potentially increasing from $600 to $800 or more and iron sets rising from $1,200 to up to $1,700. The tariffs, layered atop a standard 10% base duty, may force U.S. golf brands to choose between absorbing skyrocketing costs or passing them to consumers at checkout. Publicly traded golf companies have already seen share prices drop, with Acushnet down 18% and Callaway off by 17%.
Industry leaders warn that the long-term consequences could be severe:
Supply Chain Strain: A significant portion of 2024 inventory may still be subject to the tariffs, prompting potential mid-year price hikes—an unusual move in the seasonal cycle of golf retail.
Manufacturing Dilemma: Bringing production stateside is fraught with logistical and financial hurdles, with no current U.S. infrastructure capable of replacing the established networks in Asia.
Delayed Impact: Major price shifts may not fully hit consumers until new product launches in late 2025 or early 2026. However, brands anticipate pricing resistance from golfers already facing inflation-weary spending habits. As the industry adopts a “wait and see” posture, uncertainty looms large over pricing, investment, and future product strategy.
Mike Stachura’s article appeared in Australian Golf Digest and can be viewed here.
AUGUSTA RENTAL REVENUE SOARS AS MASTERS WEEK DRAWS CROWDS
As Masters week arrives in Augusta, Georgia, the local short-term rental market sees a dramatic surge, with homeowners seizing the opportunity to cash in. According to data from AirDNA, more than 16,400 nights have already been booked via platforms like Airbnb and Vrbo for April 7–13, generating an estimated $8.5 million in revenue—an 11% increase over the same period in 2024. The city, home to approximately 200,000 residents, typically sees $3–$4 million in monthly rental revenue, making the Masters an annual economic windfall for property owners.
The spike in bookings, driven by players, fans, and agencies seeking alternatives to costly hotels, is expected to push total April rental revenue past the $19.2 million mark set last year, potentially exceeding $20 million. With average nightly rates this week at $514—more than double the city’s year-round average—locals are increasingly opting to leave town during Masters week. Many even align their spring breaks accordingly, with school districts scheduling time off to make way for the golf spectacle and the lucrative rental market it brings. David Rumsey’s full article is available in Front Office Sports.
FALDO DESIGN AND HIMALAYAS GOLF LAUNCH URBAN-FRIENDLY INITIATIVE
Sir Nick Faldo and his firm, Faldo Design, have teamed up with Himalayas Golf to introduce Golf in Small Spaces—an initiative to transform how and where golf is played. Designed to make the sport more accessible and adaptable to modern urban life, the program reimagines golf facilities with compact layouts suited to areas with limited land availability. The concept embraces flexibility, offering installations on real grass, synthetic turf, or hybrid surfaces, tailored to fit community parks, schools, rooftops, and urban developments.
The initiative includes a variety of formats such as backyard-style short courses, high-end putting layouts, compact courses with as few as 3 to 12 holes, indoor practice zones with simulators, and smart driving ranges featuring water recirculation and automated ball retrieval. According to Faldo, the goal is to create “functional and sustainable solutions for golf outside of conventional green grass courses.” Himalayas Golf President Paul Jansen added that the shorter, more approachable formats help remove barriers and encourage broader participation in the game. More information on the new project can be found here.
SKYTRAK LAUNCHES COURSE PLAY POWERED BY FORESIGHT SPORTS
SKYTRAK has unveiled Course Play powered by Foresight Sports, a premium simulation software that delivers new levels of realism and gameplay to at-home golfers. In partnership with simulation leader Foresight Sports, the new platform debuts with 30 iconic courses—including Pebble Beach, Coeur d’Alene, and French Lick—and offers access to a vast library of world-renowned venues.
Key features include:
True-to-life course architecture with advanced terrain detail and precise shot feedback.
Professional-grade visuals used by elite training centers and tour players.
Smooth, immersive gameplay suitable for practice, competition, or casual rounds.
“Our goal is simple: deliver the most authentic, high-performance virtual golf experience available in the consumer market,” said Chris Koske, CMO at GOLFTEC Enterprises. Course Play powered by Foresight is available now via skytrakgolf.com.
IBM ENHANCES MASTERS APP WITH ADVANCED AI FOR 2025 TOURNAMENT
IBM has returned as a technology partner for the 2025 Masters Tournament, enhancing its app with expanded AI capabilities through Watson X and its Granite AI models. Building on nearly a decade of tournament data and over 180,000 shots, the updated Hole Insights feature now integrates insights from golf experts and caddies to offer deeper analysis on how each hole has historically played—and how it might unfold in real time. IBM’s immersive upgrades also include support for Apple Vision Pro, allowing fans to view 3D hole layouts and elevation changes and stream multiple tournament feeds simultaneously. The collaboration between IBM and Augusta National Golf Club dates back to 1996, marking nearly 30 years of innovation in digital golf coverage. The Masters App is available to download for IOS and Android devices. More information on the updated app can be found in Joe Hotchkiss’s article in The Augusta Chronicle.
BANK OF AMERICA AND YOUTH ON COURSE TEE UP JUNIOR GOLF INITIATIVE AT MASTERS
Bank of America, a recent Champion Partner of the Masters Tournament, has expanded its commitment to youth golf by launching the “Golf with Us” campaign in partnership with Youth on Course. The initiative, announced during Masters week, aims to provide over 50,000 juniors across the U.S. with affordable access to the game. New members aged 6 to 18 who join Youth on Course before May 24 will receive a complimentary one-year membership, granting rounds at more than 2,000 courses for just $5 each. With participation in Youth on Course already surpassing 4.2 million subsidized rounds since its founding in 2006, this latest push highlights golf’s ongoing growth and broadening accessibility. More information on Bank of America’s new initiative, Youth On Course, can be found here.
ZEN AND SAM UNITE TO CREATE GOLF’S MOST ADVANCED PUTTING TRAINING SYSTEM
Zen Green Stage and SAM PuttStudio, two of golf’s leading putting technology brands, have joined forces to revolutionize the indoor putting experience with a dynamic, data-rich training environment that simulates real-world green conditions. The integration allows SAM’s precise putting analytics to be projected directly onto Zen’s adjustable putting surface, offering instant feedback on aim, start lines, and stroke quality — even before the putt is struck. This advanced system is designed to elevate the game for everyone from elite players and coaches to families and junior golfers. Retailers and custom-fitters will also benefit from the ability to capture unique stroke data on breaking putts, resulting in more accurate fittings and greater customer satisfaction. With tailored instructional modules and upcoming sales programs, the Zen-SAM collaboration is set to redefine how putting is taught, learned, and fitted indoors. More information can be found at Zen Golf.
UNEEKOR LAUNCHES NEW TECHNOLOGIES TO TRANSFORM THE SIMULATOR GOLF EXPERIENCE
Uneekor has announced the release of three new performance-driven products:
EYE XR Launch Monitor
AI Trainer
GameDay Software
The full system is available and set for retail launch on April 14. The EYE XR combines rear-mounted ease with advanced infrared precision, using dual high-speed cameras and patented Dimple Optix technology to capture ultra-accurate data. At the same time, its Club AI feature provides real-time club tracking with no stickers required. Designed for simple installation, it utilizes Power Over Ethernet (POE) and integrates seamlessly into any setup. The AI Trainer offers real-time coaching using high-speed Swing Optix cameras. It breaks down swings into eight key positions, correlating them with ball and club data for truly personalized insights. Complementing these tools is GameDay Software, which delivers immersive 4K simulation, live global play, monthly course updates, and dynamic practice features. More information is available at Uneekor.
LONDON GOLF CLUB SECURES APPROVAL FOR LANDMARK HOTEL AND SPORTS DEVELOPMENT
Tonbridge and Malling Borough Council has approved planning for a 240-bedroom hotel and leisure complex at London Golf Club in Kent. The expansive development spans 52 hectares of the club’s estate and will feature a five-storey hotel with a spa, gym, restaurant, bar, and conference spaces. Key additions include a new sports pavilion, racket courts, a swimming lake, a relocated driving range, and an underpass linking both sides of the estate. The Callaway Elite Performance Centre is central to the project, a state-of-the-art golf academy offering advanced coaching, practice, and club fitting facilities. The long-awaited plans also involve restoring the Grade II listed South Ash Manor and adjacent stables into luxury guest accommodations, along with the creation of a Sports Turf Academy to train future grounds professionals. Designed to unlock the club’s potential to host marquee events such as the Ryder or Solheim Cup, the project is expected to generate around 430 new jobs. While no official timeline has been released, completion is not anticipated before 2028. More information on the new project can be found in Mary Harris’s article for Kent Live.
2. CIRCUITS
RIDLEY HIGHLIGHTS MASTERS’ COMMUNITY TIES AND FACILITY EXPANSIONS
Augusta National Golf Club Chairman Fred Ridley used his annual Masters press conference to reaffirm the club’s mission of supporting the local community and promoting the growth of golf. Referencing the club’s guiding principles, Ridley emphasized Augusta National’s deep commitment to recovery efforts following Hurricane Helene and ongoing local investment, including support for The Patch and the new Tiger Woods-designed short course. He underscored the club’s evolving transparency in its philanthropic work. He outlined progress on the expansive Players Services Building, which will include fitness, physio, locker rooms, and dining by 2026, offering amenities “unlike anything in sports.”
Ridley also touched on several broader topics, including the 50th anniversary of Lee Elder’s historic appearance at the 1975 Masters, pace of play concerns in professional golf, and Augusta National’s expanding digital footprint. He highlighted the role of Masters.com and the club’s 15 social media platforms in connecting the tournament with fans worldwide. Among the initiatives was a moving short film titled If This Course Could Talk, which personifies Augusta’s hallowed grounds and aims to engage a new generation of golf fans through storytelling and technology. More details on Chairman Fred Ridley’s press conference can be found here.
RIDLEY BACKS BALL ROLLBACK AND PACE OF PLAY PUSH
On Wednesday, Augusta National Chairman Fred Ridley reaffirmed the club’s alignment with golf’s governing bodies, expressing full support for the upcoming golf ball rollback set to take effect in 2028 for elite players and in 2030 for all others. Calling implementation “the next challenge,” Ridley underscored the need for unity among stakeholders, even as organizations like the PGA Tour and PGA of America continue to resist the proposed changes. Speaking ahead of this week’s Masters Tournament, Ridley also praised recent initiatives to improve the pace of play. He confirmed that time limits will likely be enforced in next year’s junior competition.
While addressing qualifying criteria, Ridley defended the Masters’ discretionary invite system, noting that LIV Golf’s Joaquin Niemann was included this year due to his global success. However, he hinted that changes to the automatic invitation process may be on the table, particularly for fall PGA Tour winners. Ridley emphasized the club's annual review process of its qualifying standards and said international victories at prestigious events like the BMW PGA Championship could be considered for future exemption pathways. Though no immediate alterations were confirmed, Ridley acknowledged that refining the invitation model remains a topic for post-tournament deliberation. Ron Green Jnr covered Fred Ridley’s Wednesday press conference for Global Golf Post, his full article can be found here.
LPGA COMMISSIONER SEARCH NARROWS TO TWO INDUSTRY VETERANS
The LPGA Tour’s search for its next commissioner is nearing its conclusion, with two leading figures in the golf industry—Alex Baldwin and Craig Kessler—emerging as frontrunners. Baldwin, currently president of the Korn Ferry Tour, made history in 2019 as the first woman to lead a PGA Tour global tour. With deep ties across corporate partnerships and player management—including past representation of LPGA stars Karrie Webb and Suzann Pettersen—Baldwin brings a breadth of experience spanning executive roles at CAA Sports, Fenway Sports Management, and IMG. She was previously considered for the commissioner post in 2021 but withdrew from contention.
Craig Kessler, the PGA of America’s current Chief Operating Officer, is the other candidate in focus. Appointed in 2023, Kessler has held leadership roles at Topgolf and Buff City Soap and began his career at McKinsey & Company before entering private equity. A Georgetown graduate with an MBA from Harvard, Kessler has been credited with scaling retail operations and driving innovation in sports entertainment. The LPGA's executive search is being conducted by Elevate Talent, with an eight-member committee comprising current board directors—including active players Ashleigh Buhai, Stephanie Meadow, and Stacy Lewis—tasked with the final recommendation. Beth Ann Nichol’s article for Golfweek can be found here.
PGA TOUR BEATS LIV GOLF IN U.S. TV RATINGS BATTLE
Despite a 20% drop in viewership for the Valero Texas Open compared to the previous year, the PGA Tour still outperformed LIV Golf in their first direct U.S. broadcast showdown. Brian Harman’s win in San Antonio averaged 1.75 million viewers on NBC Sunday—more than four times the 484,000 viewers for Marc Leishman’s LIV Miami victory on Fox, according to Sports Business Journal. Even with just one top-10 player, Maverick McNealy, in contention at the PGA event, it overshadowed LIV’s marquee names, including DeChambeau, Mickelson, and Garcia.
Key ratings breakdown:
Sunday: PGA Tour (NBC) – 1.75M vs. LIV (Fox) – 484K
Saturday: PGA Tour – 1.583M vs. LIV – 137K
Friday: LIV beat PGA with 369K vs. 318K
LIV’s Miami broadcast was its best yet, topping its previous 2024 high of 432K for final-round viewing figures
LIV’s move to Fox represents its first U.S. network deal, with new CEO Scott O’Neil emphasizing the importance of domestic ratings, calling the Miami broadcast “an exciting opportunity” and urging viewers to “judge me this week.” Tod Leonard’s full article on the ratings head-to-head can be found in Golf Digest.
3. EQUIPMENT
COBRA REVEALS SEASON OPENER DS-ADAPT DRIVERS TO CELEBRATE FIRST MAJOR
In celebration of golf’s first major of the year, COBRA Golf has unveiled its limited-edition Season Opener DS-Adapt drivers, set for release on April 4, 2025. Available in three models—LS, X, and MAX-K—these drivers maintain the performance technology of their standard counterparts while showcasing exclusive vintage postcard-inspired graphics and a floral motif nodding to the season’s iconic venue. Each driver is built with PROGRESSIVE AERO shaping to minimize drag and maximize speed, tailored for different player profiles:
DS-ADAPT LS: 445cc head for fast swingers, reduced spin, and precise shot-shaping.
DS-ADAPT X: 460cc head offering a blend of speed and forgiveness for a wide range of players.
DS-ADAPT MAX-K: 460cc head with ultra-high 10K MOI for maximum forgiveness and stability.
Each model features a True Temper HZRDUS Black shaft with custom graphics and a limited-edition headcover. It is available at select retailers and online for $649 (£499, €575). More information can be found at Cobra Golf.
FALDO AND SQAIRZ LAUNCH COLLECTOR’S EDITION SHOE TO COMMEMORATE 1990 MAJOR DOUBLE
SQAIRZ Golf has unveiled the NF1990MO, a limited-edition, full-grain leather golf shoe personally designed by six-time major winner Sir Nick Faldo to celebrate the 35th anniversary of his historic 1990 season, in which he won both The Masters and The Open Championship. This marks SQAIRZ’s first foray into premium leather footwear, combining handcrafted detailing with the brand’s acclaimed performance technology—highlighted by a patented roomy toe box, Smart Traction™ sole, and over 290 ground connection points with removable Softspikes®. Only 1,000 pairs of the NF1990MO will be produced globally, each including a hand-signed photo of Sir Nick Faldo and retailing exclusively through SQAIRZ.com. The shoe made its debut at Augusta National during the Par 3 Contest, worn by Faldo as a tribute to his 1990 triumphs. More information on the NF1990MO can be found at SQAIRZ Golf.
4. PEOPLE TO WATCH
Bernhard Langer will make his 41st and final Masters appearance this April, capping a legendary career at Augusta National. To commemorate the milestone, Tour Edge has unveiled a special edition "41 Collection" staff bag and headcovers, which will be carried by Langer’s son Jason during the tournament. The gold-accented bag includes an engraved tag listing each of Langer’s Masters appearances and azalea details marking his 1985 and 1993 victories. The headcovers prominently feature the number 41, celebrating his extraordinary legacy at golf’s most iconic venue. More information available at Tour Edge Golf.
Rain Bird has announced the appointment of Eric Ableitner and Christopher Miles to its European Golf Team, reinforcing its commitment to customer support and growth across the region. Ableitner, an MBA graduate with over 15 years in the construction sector, steps into the role of Regional Sales Manager for North and Central Europe, overseeing key markets including the UK, Ireland, Scandinavia, and Germany. Miles, a Sports Studies graduate and avid golfer, joins as Golf Sales Specialist to focus on enhancing Rain Bird’s presence within the UK golf industry. More information about Rain Bird’s appointments is available at Golf Business News.
5. MUST READ/WATCH
SIR BOB CHARLES IS NEW ZEALAND’S MOST SUCCESSFUL GOLFER. His legacy lives on and Charles’s name is held in the same esteem as motor racing legend, Bruce McLaren. A new biography written by Geoff Saunders covers Charles’s career covering his 80 worldwide wins, which included an Open Championship in 1963. The book is available now, and can be ordered here.
TIGER WOODS’S PRESENCE IS MISSED AT AUGUSTA THIS YEAR. However, Woods is the star of a new YouTube video released this week where he provides an in-depth analysis of his golf clubs. Every aspect is covered from loft to grip thickness preferences during a conversation with TaylorMade’s Chris “Trottie” Trott.
FOR ALL OF AUGUSTA NATIONAL’S TRADITIONS, IT’S NEVER AFRAID TO EXPERIMENT WITH NEW TECHNOLOGY. This could not be more true than the latest “Range Tracker” technology on display for fans watching players warm up before their rounds. RJ Ochoa got to experience firsthand Range Tracker, with his thoughts on the technology covered in his report for Playing Through.
RORY MCILROY WAS CRUISING AT FOUR UNDER PAR DURING HIS FIRST ROUND AT AUGUSTA. That was until he reached fifteen and made a double bogey. He then compounded the issue with a another costly double bogey on seventeen. Are the old demons returning for McIlroy? Has his chances of capturing the Masters and the career grand slam over already? Sports Illustrated has taken a look at what consequences yesterday’s first round could have for McIlroy’s tournament and the rest of his season.