GBR Tuesday | From Tee Boxes to Tap Rooms: Golf’s Real Pivot
Every Tuesday and Friday Morning, We Bring You the Latest Summary of What's Happening in the Golf Industry While you Were Golfing.
Good morning, GBR community,
This season seems to be flying past in the blink of an eye as we wait with eager anticipation for the third major of the year to get underway at Oakmont on Thursday.
There is plenty of evidence out there to highlight how tough a test Oakmont will pose this week for the best players in the world. In some ways, seeing how penal the rough is reminds me of earlier U.S. Opens where players would rely on their one-iron to find the fairway.
The war of attrition is set and how close the winning score to par will partly depend on the what the weather does for the four tournament days.
Who will win is anybody’s guess but the strong favorite is Scottie Scheffler and his game is peaking nicely with the PGA Championship already tucked away. If he wins this week, would that heighten talk of a “Scheffler Slam”?
Before we get underway with today’s newsletter, just a reminder that our Canadian Golf Industry 2025 Dossier is available to purchase or if you become a paid subscirber to GBR, you can get the dossier for free for the remainder of this week.
To whet your appetite, here’s what you can expect to find in the dossier:
📊 Record participation and economic impact
🌍 Canada’s rising global golf profile
🏗️ Infrastructure development and course performance
⚠️ Risks from climate, inflation, and trade
♻️ Canada’s leadership in sustainable golf
👥 Strategies for inclusion, innovation, and long-term growth
📋 Exclusive global survey on how the industry views the Canadian golf market
If that all sounds good, and you want to access the dossier for free by bcoming a subscriber, click here.
So, on to today’s newsletter. We have our usual mix of:
Industry
Circuits
Equipment
People to Watch
Must Read/Watch
Just for Paid Subscribers - Swing Shift: Golf’s Entertainment Revolution Draws New Players and New Money
1. INDUSTRY
ST ANDREWS LINKS GENERATES £317M ANNUALLY TO SCOTLAND’S ECONOMY
A new study by Sheffield Hallam University has revealed that visitors to the seven courses operated by St Andrews Links Trust, including the iconic Old Course, contribute £317 million annually to Scotland’s economy and support 4,300 full-time jobs. With 72% of visitors coming from overseas—most notably the U.S. and Canada—the research highlights the global draw of the Home of Golf. The Trust hosts around 2,000 players weekly, and over half of its 2023 rounds were played by visitors, many of whom extended their stay to include other top Scottish courses such as Kingsbarns and Carnoustie. For every £1 spent at St Andrews Links, a further £3.43 is generated for other local businesses, demonstrating the Trust’s central role in regional economic activity.
The findings underscore the enduring appeal of St Andrews not just as a sporting venue, but as a cornerstone of Scottish tourism. Chief Executive Neil Coulson noted that the results mark the first study to focus solely on the local and national impact of golf at St Andrews, calling it “a catalyst for considerable tourism and employment benefits.” The Trust, which reinvests all revenue in golf and community initiatives, is credited with delivering a level of economic return equivalent to hosting The Open Championship three times a year. Government and tourism officials, including Scotland’s Business Minister Richard Lochhead and VisitScotland CEO Vicki Miller, praised the Trust for its role in maintaining Scotland’s global golf reputation. The Old Course is set to host The Open again in 2027, an event expected to further bolster Scotland’s standing as a world-class golf destination. The summary report from Sheffield Hallam University can be viewed here.
WOMEN DRIVE GOLF’S RESURGENCE AS PARTICIPATION HITS HISTORIC HIGH
Women and girls now account for 60% of the growth in on-course golf participation since 2019, pushing the female golfer count to a record 7.9 million and reversing a decade-long decline that began after the 2006 peak. Once just 20% of “green grass” players, women now make up 28% of traditional golfers and a third of all participants when off-course formats are included. Much of the momentum is driven by younger players, with over half of net female participation gains coming from those under 30, and nearly half of all female golfers now under 35, making the average female golfer four years younger than her male counterpart. While visibility, mixed-group play, and cultural shifts have contributed to this rise, challenges remain regarding retention and recognition, as many female core golfers still report feeling overlooked by the industry, underscoring both a vulnerability and a growth opportunity for brands ready to adapt to golf’s changing face. The National Golf Federation has produced the stats outlined; more information is available here.
CALLAWAY MEMOIR BECOMES WORLD’S FIRST INTERACTIVE SMART BOOK POWERED BY BLOCKCHAIN
In a move that blends print publishing with blockchain technology, Callaway Arts & Entertainment has partnered with Jellybean™ and Aptos to launch The Unconquerable Game: My Life in Golf & Business—the first digitally enhanced memoir powered by Jellybean’s interactive product platform on the Aptos blockchain. Each copy of the memoir, curated by Nicholas Callaway, Ely Callaway’s son, includes a unique Jellybean QR code, granting readers access to evolving digital content, such as an AI-narrated audiobook in Callaway’s voice, exclusive archival footage, interviews, and collectable memorabilia. Designed as a dynamic portal, the book delivers fresh content over time, transforming the static reading experience into a living, branded engagement hub. The release marks a significant step in bringing mainstream utility to blockchain infrastructure, setting the stage for future applications across consumer products, fashion, and golf equipment. Global pre-orders are now open through Amazon and major retailers. More details are available in the full press release here.
FLIGHTSCOPE UNVEILS FREE FS GOLF APP UPDATE WITH PERSONALIZATION, CONNECTIVITY, AND AR ENHANCEMENTS
FlightScope has announced a major free update to its FS Golf App, introducing new features designed to enhance usability and performance analysis for both golfers and instructors. The update reinforces FlightScope’s commitment to delivering ongoing innovation without additional cost. Key enhancements include:
Custom Club & Trajectory View: Users can now assign one of 28 colors to each club, with trajectory lines dynamically reflecting the club in use for easier visual feedback.
Streamlined Wi-Fi Mode: Golfers can remain connected to their FlightScope device and either their facility's or home Wi-Fi network simultaneously, eliminating the need to switch networks. This also enables online gaming features without the need for extra cables or adapters.
Enhanced AR Tracer: The Augmented Reality Tracer now operates on a single iOS device, allowing for a more straightforward setup and seamless on-the-go use.
“These free updates are another significant stride in our mission to provide golfers and instructors with the most advanced tools to improve their game,” said Henri Johnson, FlightScope Founder & CEO. FlightScope software options can be found here.
INRANGE EXPANDS ACROSS U.S. WITH NINE NEW VENUES SET TO LAUNCH
Inrange, an emerging provider of radar-based golf range technology, is set to go live at nine venues across seven U.S. states in the coming months, as it continues its rapid expansion in the American golf market. As customer expectations shift toward more interactive and inclusive experiences, Inrange is becoming a preferred tech partner for venues seeking to attract a broad range of players. “The Inrange software is purposefully designed to target all audiences,” said Josh Bruwer, Director of Golf at The Golf Loft, one of the soon-to-launch locations. The company’s radar system is already being installed at top-tier facilities nationwide, with more openings and announcements expected soon. More news on Inrange’s expansion can be found here.
DUNNING GOLF PARTNERS WITH FURY ATHLETIX TO LAUNCH CO-BRANDED PERFORMANCE HEADWEAR
Dunning Golf has announced a strategic partnership with Texas-based Fury Athletix, marking the launch of a premium headwear collection that enhances Dunning’s reputation for high-performance golf apparel. Both brands—founded by golfers and rooted in innovation—will collaborate on two co-branded, water-resistant hat styles: the Tee-It-Up, a six-panel structured cap featuring Fury’s signature golf ball and tee perforations, and the All-In, a machine-washable, semi-structured hat with a flexible bill, each retailing at $56. Available in multiple colorways this summer, the line will expand further in Fall 2025. Executives from both companies praised the partnership as a natural fit, uniting technical design and style to elevate on-course performance. Explore the new range of headwear at Dunning Golf.
2. CIRCUITS
THREE PLAYERS EARN FINAL EXEMPTIONS INTO 125TH U.S. OPEN AT OAKMONT
The United States Golf Association has confirmed that Ryan Fox, Cameron Young, and Bud Cauley have received full exemptions into the 125th U.S. Open Championship, set for June 12–15 at Oakmont Country Club, bringing the number of exempt players to 87. Fox, who surged 43 spots to No. 32 in the Official World Golf Ranking after winning the RBC Canadian Open in a playoff, also claimed the ONEflight Myrtle Beach Classic in May and will make his seventh U.S. Open appearance. Young, ranked No. 56, and Cauley, ranked No. 58, initially qualified through final qualifying in Columbus, Ohio, but now enter the field based on their OWGR standings. Young, competing in his sixth U.S. Open, has three PGA Tour top-10 finishes this season, while Cauley, in his third appearance, has posted four top-10s in 2025, highlighted by a third-place finish at the Charles Schwab Challenge. Five alternates from final qualifying have also been added to round out the 156-player field. More information on the additional of these players to the field for the U.S. Open can be found here.
MCILROY'S MEDIA SILENCE RAISES CONCERNS WITHIN PGA TOUR
Rory McIlroy’s ongoing refusal to speak with the media during tournaments has sparked unease within the PGA Tour, particularly given his status as one of the sport’s most prominent figures. Following his historic Masters win that completed the career Grand Slam, McIlroy has drawn criticism for skipping all media obligations during events, including last week’s missed cut at the Canadian Open. Citing the current PGA Tour regulations, which do not mandate media appearances, McIlroy defended his stance, saying, “Until the day that’s maybe written into the regulations, you’re going to have guys skip from time to time.” According to Golf Channel insiders, the Tour’s communications department shares the media’s concern that McIlroy’s actions may set a precedent for other players, potentially weakening the Tour’s visibility and public engagement. While no policy changes have been announced, discussions are reportedly ongoing about whether mandatory media access should become part of Tour protocol. You can read Ben Nagle’s full article in the Daily Mail here.
MICKELSON FACES LIKELY FINAL SHOT AT U.S. OPEN GLORY AT OAKMONT
Phil Mickelson, a six-time runner-up at the U.S. Open, acknowledged that next week’s championship at Oakmont Country Club may mark his final realistic chance to claim the only major title missing from his resume. The 54-year-old, who earned a five-year exemption with his stunning 2021 PGA Championship win at age 50, sees that exemption expire after this year’s event just outside Pittsburgh. While Mickelson hasn’t ruled out future attempts—either through qualifying, a USGA invitation, or by leading LIV Golf’s standings—he admits there’s a “high likelihood” this will be his last shot. Currently ranked 15th in LIV’s standings, Mickelson remains uncertain about his broader playing schedule but reaffirmed his commitment to captaining the LIV team HyFlyers, a role he says he continues to value deeply. Full article from Reuters news agency is available to read here.
3. EQUIPMENT
PUMA LAUNCHES HELSINKI G, BRIDGING SNEAKER CULTURE AND GOLF STYLE
PUMA has unveiled the Helsinki G, a reimagined version of its classic sportstyle silhouette, designed to bring streetwear edge to the golf course. Priced at $110 (£85, €95), the shoe is available in five distinct colorways, from traditional PUMA White/Black to bold Ash Gray/Ruby Shimmer and gum-sole options in black and regal blue, all evoking vintage PUMA aesthetics. The release reflects golf’s ongoing cultural shift toward self-expression and lifestyle crossover, with PUMA aiming to meet demand for footwear that performs on the course and turns heads off it. The Helsinki G is seen as more than a functional upgrade—it’s a strategic play to connect with a new generation of golfers who want to mix street style with performance. More information on the new Puma Helsinki G range is available here.
4. PEOPLE TO WATCH
GREG CAMPBELL, CEO OF NEWTON GOLF COMPANY, TO BE FEATURED IN IBN’S UPCOMING TABLETALK EVENT. InvestorBrandNetwork (IBN) announced that Campbell will participate in the latest edition of its signature executive roadshow series, designed to spotlight emerging growth companies. The TableTalk format offers a platform for direct engagement with key investors, including brokers, institutions, hedge funds, and family offices. Campbell’s appearance will highlight Newton Golf Company’s trajectory as it continues to build momentum following its NASDAQ listing under the ticker NWTG. Full press release available here.
BOB WINSKOWICZ, CEO OF SQAIRZ, TO SPEAK AT 2025 CONSISTENT GOLF SUMMIT. Winskowicz will join an elite roster of instructors and performance experts at the global virtual event aimed at helping golfers improve consistency, distance, and confidence. His session will spotlight the critical role of footwear in swing mechanics and ground force generation—areas often underestimated by players at all levels. Consistent Golf Summit
CRAIG SCANLON NAMED PRESIDENT AND CEO OF CLUB CAR, EFFECTIVE JUNE 9. A veteran executive with over 20 years of leadership experience, Scanlon most recently served as CEO of K&N Engineering and spent 18 years at Polaris, where he rose to the position of Chief Marketing Officer. He succeeds Mark Wagner, who announced his retirement earlier this year, and brings a strong background in the industrial, powersports, and automotive aftermarket sectors. The press release issued by Club Car is available here.
5. MUST READ/WATCH
Oakmont is hosting its 10th U.S. Open this week. The Henry Fownes-designed classic sits at the top table of great American courses fit for hosting what is often thought of as the hardest major course setup. David Shefter’s piece on the U.S. Open relives the classic tussles of the previous nine Opens at Oakmont. Some of the game’s finest players have triumphed at Oakmont, with a roll call featuring names like Hogan, Nicklaus, Johnny Miller, Ernie Els and Dustin Johnson.
Staying on the subject of Henry Fownes' classic, Ron Driscoll’s article on the U.S. Open’s site takes a deeper dive into how the course has been lovingly restored to its original Fownes layout.
Rory McIlroy hasn’t had the best preparation for the U.S. Open, missing the cut by a wide margin at last week’s Canadian Open. We’ve seen how his relationship is testy with the media at the moment, and a lot of that centers around McIlroy’s driver problems. Tony Covey’s article in MyGolfSpy looks at the rigors of driver testing on the PGA Tour and questions why there is so much secrecy around the testing.
Karsten Solheim is often regarded as a true revolutionary in the world of golf equipment. Solheim, who founded Ping, is responsible for designs such as the Anser and Anser 2 putters. Ping’s Eye 2 irons were some of the most popular and controversial irons of the ‘80s. YouTuber Erik Anders Lang looks back on Solheim’s life and his most famous designs, which have helped propel Ping to be one of golf’s most popular brands.
6. FOR PAID SUBSCRIBERS:
SWING SHIFT: GOLF’S ENTERTAINMENT REVOLUTION DRAWS NEW PLAYERS AND NEW MONEY
A quiet transformation is underway in the world of golf.
It’s not happening on fairways or within the walls of traditional clubs. Instead, it’s taking place under neon lights, behind bars serving cocktails, and across digital simulators in city centres.
A growing wave of entertainment-driven golf venues is rapidly reshaping how, where, and why people engage with the game. Businesses such as Topgolf, PopStroke, Five Iron Golf, and a suite of new ventures, including Puttshack, Drive Shack, BigShots Golf, and X-Golf, are expanding rapidly. Their business model is simple: strip away golf’s traditional barriers—time, dress codes, cost, and culture—and replace them with social appeal, convenience, and technology.
According to the National Golf Foundation (NGF), nearly 33 million Americans participated in off-course golf activities in 2024, including simulator golf, driving-range games, and tech-enabled mini golf. That marks a 41% increase from 2019. For the first time, off-course participation is not just competing with traditional golf—it is outpacing it.
At the centre of this shift is Topgolf, the three-tiered range and entertainment venue that now operates over 80 sites across the United States and 18 internationally. Acquired by Callaway in 2021 for $2 billion, Topgolf generated $1.8 billion in revenue by June 2024.
Things have not been plain sailing for Topgolf Callaway, and an announcement was made in September 2024 that Topgolf would be spun off from the main group.
The problem doesn’t lie with Topgolf’s expanding franchises; the problem lies in the legacy business, older venues, which aren’t generating a sufficient level of profit to support the company's growth.
Topgolf’s venues are part sports bar, part games arcade, part driving range. Microchipped balls track distance and accuracy as players aim for oversized targets while music plays and drinks are served to their hitting bays.
“We’re not replacing golf,” one Topgolf executive said in a recent earnings call. “We’re introducing people to it. For a lot of them, this is their first experience swinging a club.”
That introduction is proving meaningful. Data from the NGF suggests that one in ten current on-course golfers in the U.S. first encountered the game through an off-course venue, such as Topgolf.
Another fast-growing entrant is PopStroke, a high-end putting experience backed by Tiger Woods and TaylorMade. Each location features two 18-hole putting courses designed by Woods’s design team, alongside a full-service bar and restaurant. Visitors use a mobile app to track scores and order food. The company was valued at $650 million following a 2023 investment round and is currently expanding from a handful of locations in Florida and Texas to more than 20 nationwide.
