GBR Tuesday | The $200 Million Putter and Other Surprises From Golf’s Halftime Report
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
Ryder Cup week is here. Patrick Cantlay looks like he has found a hat that can fit, Bryson is gunning for Rory and Keegan Bradley is still wondering if he should have picked himself.
This year’s event sees the Americans as favorite, they have home advantage and the course will play into the team’s strengths even though Keegan Bradley says that’s not necessarily the case.
Team Europe will be hoping to retain the trophy and win on American soil for the first time since 2012.
Before the first tee ball is hit on Friday morning, we’ll take a first look at some of the major stories in the golf industry.
Our big read today looks at how the golf equipment industry has faired in the first six months of the year based on data we can access. The questions we’ll focus on providing answers for are:
Why are golfers rushing to buy $400 putters but holding off on new shoes and shirts?
Can irons and wedges step up in the second half, or will 2025 be remembered as the “Year of the Putter”?
Where do tariffs, FX, and global demand leave the industry as it turns for home?
Join us as we bring to you stories breaking this week in the golf industry, circuits/professional game, equipment, and people to watch.
We’ll catch up on Friday, enjoy your week.
INDUSTRY
TOPTRACER BRINGS GLOBAL RYDER CUP CHALLENGE TO GOLFERS WORLDWIDE
Toptracer has announced a virtual Global Challenge on Bethpage Black to coincide with the 2025 Ryder Cup, running Sept. 22–Oct. 5 at partner ranges worldwide.
The contest will feature a “closest to the pin” challenge on the Black Course’s par-3 No. 8, with prizes including limited-edition swag bags worth up to $200. “Not every golf fan will have the privilege to attend the Ryder Cup in person this year, so we are honoured to bring one of the toughest tests in golf to them,” said Scott Blevins, General Manager at Toptracer.
Fans in New York will have two additional opportunities to engage: a free long-drive contest at the “First Tee Experience” at Rockefeller Center from Sept. 24–28, and real-time practice insights at Bethpage’s Tournament Range, where spectators can scan QR codes to track player ball speed, carry distance, and shot data live from their seats. More details on the Toptracer Global Challenge can be found here.
FIVE IRON GOLF OPENS FLAGSHIP MIDTOWN MANHATTAN VENUE AHEAD OF RYDER CUP
Five Iron Golf has announced the opening of its largest New York City location at 1290 Avenue of the Americas, a 20,000-square-foot flagship in Midtown.
Opening today (Sept. 23), just as Ryder Cup fever hits Bethpage Black, the venue features 14 Trackman simulators with multi-angle camera systems, a Zen Putting Green, and access to PGA-certified coaches and Callaway Tour fittings. A dedicated Wellness Center marks a first for Five Iron, offering training, recovery, and coaching tools for members citywide. Founding Memberships include daily free golf, walk-in access, and discounts on lessons, leagues, and dining.
“What we’ve built at 1290 is a gigantic leap forward for performance and game improvement,” said Jared Solomon, Co-Founder and CEO of Five Iron Golf. Bookings for the new venue can be accessed here.
AL MOUJ GOLF TO UNVEIL LANDMARK CLUBHOUSE AS PART OF MAJOR TRANSFORMATION
Al Mouj Golf in Muscat, Oman, has announced plans for a state-of-the-art clubhouse, set to open in early 2026 as part of the venue’s ongoing transformation under Troon International.
The new facility will complement Al Mouj’s championship course with a suite of premium amenities, including five indoor padel courts, a fully equipped gym, and a two-tier Toptracer-powered driving range. “We firmly believe that we have one of the region’s best golf courses, and in today’s golf industry you need incredible facilities as well,” said Nasser Al Sheibani, CEO of Al Mouj Muscat. “Investing in the best possible facilities is key to elevate our member and guest experience.”
DJ Flanders, Executive Vice President of Troon International, added: “Al Mouj Golf is an incredibly special venue and deserves to have one of the best clubhouses in the Middle East, and from 2026 that’s exactly what it will have.” Troon Golf press release.
GOLFPAY360 EXTENDS FREE CLOVER POS HARDWARE PROMOTION
Golf club specialist software developer, Golfpay360, has extended its current promotion, giving qualified golf courses that sign up by December 1, 2025, the chance to receive free Clover POS hardware pre-configured to integrate seamlessly with the platform.
Originally set to expire in early September, the offer provides courses with a second opportunity to modernize operations without upfront hardware costs. Designed specifically for golf facilities, Golfpay360 connects every aspect of a club’s operations, from tee sheet management and online bookings to pro shop sales, food and beverage orders, membership programs, and accounting—into one real-time system. “Golf courses that take advantage of this offer will immediately gain the tools they need to boost revenue, streamline operations, and elevate the golfer experience—all while saving on technology costs,” said Dale Merritt, CEO of Golfpay. The platform also includes dynamic pricing tools, loyalty programs, integrated eCommerce, and guaranteed best merchant rates. Further details on Golfpay360’s software and promotion can be found here.
SENTOSA GOLF CLUB PARTNERS WITH 59CLUB ASIA TO ELEVATE MEMBER AND GUEST EXPERIENCE
Sentosa Golf Club, Singapore, has announced a three-year partnership with 59club Asia, a leading provider of customer experience benchmarking and training solutions for the golf industry.
The agreement will see 59club introduce its suite of performance measurement tools, mystery shopper audits, and customer satisfaction surveys to the club, alongside tailored training programs and workshops designed to enhance staff development and elevate service standards. “At Sentosa Golf Club, we pride ourselves on delivering one of the finest golf experiences in the world, both on and off the course. Partnering with 59club Asia gives us the tools and expertise to elevate that experience even further,” said Andrew Johnston, General Manager of Sentosa Golf Club. 59club Asia.
SHURA LINKS OPENS AS SAUDI ARABIA’S FIRST ISLAND GOLF COURSE
Shura Links has officially opened as the centerpiece of a luxury resort development on the Red Sea.
Designed by Brian Curley and managed by Golf Saudi, the par-72 course stretches 7,400 yards from championship tees and can extend beyond 7,700 yards for elite competitions, while its wide corridors and open approaches ensure playability for all skill levels. The layout blends mangroves, dunes, and Red Sea shoreline with strategic bunkering and expansive contoured greens. Highlights include two dune-framed par-3s (Nos. 6 and 15), a dramatic driveable par-4 at No. 16.
Facilities also feature a grass practice range, PGA-led instruction, and a modernist clubhouse by Foster + Partners with golf retail and dining options. “Shura Links reflects Saudi Arabia’s growing reputation as a global golf destination,” Golf Saudi said, emphasizing its role as both a championship test and a welcoming experience for everyday players. More details of the Shura Links layout can be found here.
CIRCUITS/PROFESSIONAL GAME
RYDER CUP ENTERS NEW ERA AS U.S. TEAM RECEIVES FIRST-EVER STIPENDS
When the 45th Ryder Cup begins Friday at Bethpage Black, history will be made as U.S. players receive monetary compensation for the first time in the event’s 98-year history. The PGA of America confirmed that each of the 12 team members and captain Keegan Bradley will earn a $200,000 stipend, in addition to $300,000 earmarked for charities of their choice, a total of $6.5 million, with $3.9 million going to charity.
While the PGA insists no players requested payment, the move has drawn criticism, particularly from Europe, where participants remain unpaid. Rory McIlroy called Ryder Cup participation “a privilege” and said money “leaves a sour taste,” while European captain Luke Donald and former star Colin Montgomerie echoed similar concerns. Even former U.S. player Patrick Reed labelled the stipends “unnecessary.”
The event remains the PGA of America’s most lucrative, with chief commercial officer Jeff Price describing it as “financially critical” to the organization’s operations. David Rumsey’s story for Front Office Sports can be found here.
Share your thoughts on whether players should be paid for appearing in the Ryder Cup.
T-MOBILE 5G POWERS RYDER CUP
T-Mobile has announced a slate of innovations designed to make the 2025 Ryder Cup at Bethpage Black the most connected event in golf history. Spanning more than 300 acres, T-Mobile’s high-speed, low-latency 5G will power wireless broadcast cameras for NBC Sports and the fan-first T-Mobile Breakfast at Bethpage show.
Fans will benefit from new tools in the Ryder Cup Mobile App, including Seat Finder and AI-enabled “Roar Moment” alerts to catch every key shot in real time. At the same time, off-course activations like Club Magenta and T-Mobile’s Times Square store will feature VR putting, AI swing analysis, giveaways, and celebrity appearances. Behind the scenes, network slicing will ensure ticket scanning, concessions, and staff communications remain seamless, while first responders and PGA officials will use priority connections to maintain reliability even under peak traffic. “The Ryder Cup is more than a golf tournament — it’s a sports moment that captures passion, rivalry, and tradition on a global scale,” said Mo Katibeh, CMO of T-Mobile Business Group. “This is the future of sports entertainment, powered by America’s Best Mobile Network.” More details on what fans on and off the course can expect from T-Mobile’s Ryder Cup coverage can be found here.
R&A CONFIRMS LIV GOLF EXEMPTION FOR 2026 OPEN AT ROYAL BIRKDALE
The R&A has confirmed that LIV Golf will again provide a pathway into The Open, with the leading non-exempt player in the 2026 LIV Golf Individual Season Standings, or players tied for that position, earning a spot at Royal Birkdale following the final round of LIV Golf Louisiana on June 28. The exemption, listed as No. 15 in the R&A’s criteria, differs from the 2025 arrangement, which awarded a place to the top non-exempt finisher inside the top five of the standings.
That rule saw Sergio Garcia qualify for this year’s Open at Royal Portrush. The 2026 system removes the top-five cap and allows multiple exemptions in the event of ties. LIV Golf Louisiana, scheduled for June 26–28 at Bayou Oaks at City Park in New Orleans, will be the league’s ninth event of the 14-stop season. The R&A also confirmed updates to its Open Qualifying Series, adding the Hong Kong Open, part of the LIV-backed International Series, alongside the Australian Open and South African Open as routes to Royal Birkdale. LIV Golf.
EQUIPMENT
SUPERSTROKE LAUNCHES LIMITED-EDITION 2025 RYDER CUP PUTTER GRIPS
SuperStroke has unveiled a special line of Officially Licensed 2025 Ryder Cup grips with exclusive Team USA and Team Europe designs.
Available in SuperStroke’s popular Zenergy models, including Tour 2.0, Pistol 1.0, Pistol 2.0, and WristLock, the grips feature team colors and the official Ryder Cup logo, with red-and-blue graphics for the U.S. and gold-and-blue for Europe. Additional Tour 2.0 and Tour 3.0 sizes will be sold on-site at the Ryder Cup merchandise tent.
Built with the brand’s latest performance technologies, the grips include enhanced SPYNE™ ridging to improve face alignment, multi-zone texturing for comfort and feedback, and SuperStroke’s patented no-taper design for consistent strokes. A Tech-Port at the top of each grip also allows for CounterCore weighting or tracking sensors. The limited edition grips can be ordered at SuperStroke’s website.
PEOPLE TO WATCH
DUSTIN WOMBLE HAS JOINED GOLF LIVE’S BOARD OF ADVISORS AS AN INVESTOR IN THE COMPANY’S $5 MILLION CAPITAL RAISE. Founder and CEO Keith Scioli confirmed Womble will play an active role in guiding Golf Live’s growth strategy. Womble founded Interactive Computer Designs in 1980 and later served as Executive Vice President at Tyler Technologies, where he helped grow the company to a $22 billion market cap. He brings decades of high-level product strategy and leadership experience to Golf Live’s expanding advisory team. The Golf Wire.
THE MARQUIE GROUP, INC. HAS ENTERED INTO A PURCHASE AGREEMENT WITH GETGOLF.COM. Under the agreement, TMGI CEO Marc Angell will transfer control shares to GETGOLF.COM and its CEO, golf industry veteran Jeff Foster. Foster will become the new CEO, bringing a portfolio of profitable ventures and a vision to build a premier golf-focused enterprise. Marc Angell will remain involved in a consulting role to support the company’s transition and long-term growth. The Marquie Group press release.
GBR Big Read: The Gear Economy: What Six Months of 2025 Reveal About Golf
Walk the floor of any green-grass shop this summer, and the story writes itself. The racks are still full of polos, a little too full, but over in the fitting bays, the putter racks are light, demo drivers are on constant rotation, and the sound of golf balls colliding with impact screens in fitting bays fills the room.
On paper, 2025 shouldn’t look this good. U.S. rounds through July are flat, up just +0.1% year-to-date, yet the numbers tell a different tale: specialty and green-grass shops are up +7% in dollar sales; mass/sporting goods are ahead more modestly. Golfers may not be playing more, but they’re buying differently.
THE FLAT-STICK BOOM
Start with the surprise hero: putters. In the first half of the year, U.S. specialty and green-grass putter sales climbed a remarkable +23%, while mass retailers added +17%. For a category that typically ticks along in the background, that’s a surge.
What’s driving it? A cocktail of zero-torque/high-MOI designs with better alignment technology, and a consumer willing to pay for confidence inside ten feet. Tour adoption has amplified the story, from major winners wielding new-tech mallets to boutique brands earning cult status across social media.
And then came the deal that crystallized the boom.
In July, L.A.B. Golf, the Oregon outfit built on Lie-Angle Balancing and zero-torque design, sold a majority stake to private equity firm L Catterton - the valuation: around US$200 million.
For perspective, L.A.B. sold 130,000 putters in 2024; this year, it projects to triple that volume. Management stays in place, but with fresh capital to scale, the message is clear: putters aren’t just hot products, they’re serious business.
“It wasn’t about cashing out,” founder Sam Hahn told MyGolfSpy. “It was about finding a partner who believes this category can still go much bigger.”
Subscribers can read the rest of this piece, where we look at:
OEM Scorecards: How Acushnet, Callaway, and smaller parts suppliers are really performing when you peel back the earnings headlines
Where Golfers Are Cutting Back: Why FootJoy’s dip shows how spending priorities are shifting
Regional Divide: Why the U.S. and Europe are carrying the load while South Korea lags
The Halftime Watchlist: The questions the industry can’t yet answer — and the scenarios that could define the year’s second half.
