GBR Tuesday | This Is How the Apparel and Shoes Market and the Carts Industry Will Look Through 2034: Insights from Two Revealing Golf Market Reports
Every Tuesday and Friday Morning We Bring You the Ten-Minute Summary of What's Happening in the Golf Industry While you Were Golfing.
Good morning, GBR community, from Neil and Tom.
We are sorry, we are 24h late. The good news is that the deadly man flu that afflicted GBR Towers last week is receding, and normal service is resuming. January is always an exciting time as manufacturers unveil their latest and greatest to the world. Additionally, we are getting closer to the annual PGA Show and we report on the latest announcements of what you can visit and participate in if you’re in the Florida region next week.
1. INDUSTRY
KEEP IT IN OR TAKE IT OUT? JOSE MARIA OLAZABAL’S TRANSPARENT SOLUTION ENDS GOLF'S FLAGSTICK DEBATE
FEATURED | "Those were the days," some golfers might say, recalling a time when the question, “Leave the flagstick in or take it out?” wasn’t part of the conversation. Since the rule change in January 2019, which allowed players to putt with the flagstick in, the pace of play has slowed, adding frustration for those looking to keep their game flowing smoothly. The Transparent T-Flagstick, a groundbreaking invention by Spanish entrepreneur Gabriel Vega de Seoane and supported by golf legend Jose Maria Olazabal, offers an innovative solution to this challenge.
This patented design features a transparent lower section that eliminates visual obstructions, allowing players to see the entire hole clearly. Whether on practice putting greens or full courses, the T-Flagstick improves visibility and pace of play while maintaining the sport's nostalgia and tradition. The result is a smoother, faster, and more enjoyable game for golfers of all levels.
The T-Flagstick’s sleek design combines advanced naval engineering with sustainable materials, reflecting over two years of meticulous development. Built to withstand rigorous use and weather conditions, it is both durable and environmentally responsible.
With the endorsement of Jose Maria Olazabal, who is deeply invested in the future of golf, the Transparent T-Flagstick also carries the approval of the R&A, ensuring it meets the highest standards of the sport. The company holds patents protecting the product’s intellectual property globally and anticipates strong interest, especially for private mansion putting greens—a growing trend in affluent neighborhoods around the globe. While pricing is still being finalized, initial estimates suggest a cost of approximately $850 per set of nine flagsticks for practice putting greens. Meanwhile, the longer flagstick, designed specifically for use on golf courses, is not yet included in the manufacturing roadmap.
With plans to distribute exclusively through leading golf equipment dealers, the T-Flagstick is expected to hit the market before summer. The product will be showcased at Booth #3903 during the PGA Show in Orlando, January 21–24.
For more information, visit the official T-Flagstick website.
RICKIE FOWLER RENEWS 15-YEAR COBRA PUMA GOLF PARTNERSHIP AND SIGNS WITH ERNST & YOUNG
Rickie Fowler has extended his long-standing partnership with COBRA PUMA Golf, continuing to represent the brand with a full bag of COBRA clubs and PUMA Golf apparel. Fowler, who joined PUMA Golf in 2009 and COBRA Golf in 2012, called the brands “like family” and praised their innovative products and shared focus on style. Known for his standout performances and signature Sunday Orange, Fowler remains a trailblazer in combining fashion and sport. Dan Ladd, President of COBRA PUMA Golf, called Fowler “a special talent” and expressed excitement about continuing the collaboration.
Fowler has also signed a new sponsorship deal with Ernst & Young (EY), debuting their logo on his apparel during ESPN’s TGL event last week. Reflecting on the partnership, he shared, “Everything came together organically.” The news was first reported by Adam Schupak on Golfweek.
PGA SHOW DEMO DAY FEATURES INNOVATION, COACHING, AND WELLNESS FOR GOLF PROFESSIONALS
The PGA Show Demo Day, set for January 21, 2025, at the Orange County National Golf Center in Orlando, Florida, will feature over 70 manufacturers showcasing their latest innovations. Attendees will gain exclusive insights into equipment, technology, and the evolving landscape of golf instruction and wellness.
Coaching Workshops Drive Professional Development. PGA of America Master Professionals will lead workshops on diverse topics such as stroke play strategies, pitching and chipping control, and mental game enhancement. Notable sessions include Joe Hallett’s "Match Play Practice for Stroke Play Success" and Dr. Alison Curdt’s "Applied Golf Psychology Tools." Attendees can earn up to five PDR credits through participation.
Golf Fitness and Wellness Sessions by GFAA. At the Health & Wellness Center, experts like Jeehae Lee, Andrea Doddato, Suzy Whaley, and Dr. Gary Gray will share cutting-edge insights into golf fitness and longevity. Sessions will include a case study led by Randy Chang on Bryson DeChambeau’s data-driven training and drills tailored for golfers over 50.
Hands-On Innovation and Networking Opportunities. Attendees will test products from leading brands such as Titleist, PING, and Mizuno at the expansive circular range. The Demo Day also introduces "The Turn," a vibrant space featuring live music, food trucks, and local breweries for professionals to network and recharge.
THE LOOP, A NEW FULL-SERVICE PR AND MARCOMMS AGENCY, OFFICIALLY LAUNCHES THIS MONTH. Making its debut at the PGA Show in Orlando, The Loop will offer a dynamic suite of services for the golf industry. Led by industry veterans Michael Harris, Paul O’Hagan, Chris Barrett, and Alex Narey, the agency brings over 60 years of combined expertise in media, design, marketing, sales, and communications. Aiming to deliver impactful PR campaigns across the golf equipment, apparel, and travel sectors, the agency will also differentiate itself by hosting events, representing content creators, and producing high-end, in-house content, including a quarterly print journal set to debut ahead of the 153rd Open Championship at Royal Portrush.
PEBBLE BEACH ANNOUNCES PARTNERSHIP WITH REELGOLF FOR UNIQUE VIDEO EXPERIENCES. Golfers are being offered the opportunity to relive a memorable round of golf at one of the world’s most iconic courses. Through a new partnership between Pebble Beach and ReelGolf, players can now relive their rounds with professionally edited, high-quality video reels that capture key moments and the stunning scenery of Pebble Beach. ReelGolf technology allows golfers to preserve their memories. Automatic cameras placed on select holes capture swings, putts, and reactions. Players receive personalized highlights in a shareable format, offering a perfect keepsake or social media post.
TROON SELECTED TO MANAGE “THE LEGACY GOLF COURSE AT THE 19” IN MASON CITY, IOWA. Originally designed in 1915 by Tom Bendelow, the course underwent a significant renovation in 2024 led by architect Kevin Norby and with contributions from two-time major champion John Daly, who revamped several holes, including the challenging “Bad Boy Corner” stretch on holes 11, 12, and 13. “The Legacy Golf Course At The 19” reflects a rich history and family heritage, renamed by owner Joe Pritchard to honor his family's connection to the property. The Pritchard family also invested in substantial property upgrades, including renovating The Pavilion, a 5,140-square-foot events center featuring a commercial kitchen, full-service bar, LED screens, and elegant décor with stunning golf course views. More information is available at Troon Golf.
SHOT SCOPE LAUNCHES CUSTOMIZABLE PRO X RANGEFINDER AT PGA SHOW. Shot Scope has unveiled the PRO X rangefinder, featuring advanced technology and customizable side plates, allowing golfers to personalize their device with unique designs or branding. Available in black or white, the rangefinder offers options for golf clubs, teams, and events to include logos or emblems for added individuality. The PRO X delivers slope-adjusted distances for precise yardages, which can be toggled on or off for tournament compliance. Additional features include rapid-fire detection, target-lock vibration, an anti-slip rubber grip for wet conditions, and a built-in magnet for secure cart placement, with a range of up to 800 yards. Shot Scope will showcase the PRO X at the PGA Show in Orlando at booth 1801, where attendees can demo the product. On sale from March 6 at $244.99 ( £199.99, €236.99), consumers can choose from various limited-edition designs at Shotscope.com.
PGA TOUR PROFESSIONAL MAX MCGREEVY JOINS ORIGINAL PENGUIN GOLF AS A BRAND AMBASSADOR. McGreevy will represent the brand as he returns to the PGA TOUR in 2025 after a standout season on the Korn Ferry Tour. The 29-year-old University of Oklahoma graduate joins fellow ambassadors Jake Knapp, Nico Echavarria, Mason Andersen, and John Keefer in showcasing Original Penguin Golf’s timeless style on the world’s biggest golf stage.
DI STEWART JOINS CLUBS TO HIRE AS A GLOBAL AMBASSADOR, enhancing the brand's reputation as the leading premium golf club rental services provider. As ambassador, Stewart will share expert golfing tips and insights into industry trends while spotlighting must-visit golf destinations. Her exclusive content will be featured in Clubs to Hire’s digital e-zine, reaching over 56,000 engaged readers twice a month.
2. CIRCUITS
NICK TAYLOR TRIUMPHS IN SONY OPEN PLAYOFF. Nick Taylor claimed his fifth PGA Tour title at the Sony Open in Hawaii after a thrilling four-hole playoff against Nico Echavarria. Taylor tied Echavarria at 16-under-par with a clutch chip-in eagle on the 18th hole during the final round. In the playoff, Taylor secured victory with a decisive birdie, while Echavarria faltered with a three-putt. This win extends Taylor’s three-year streak of PGA Tour victories.
SCHEFFLER, KORDA, AND ELS EARN GWAA’S 2024 PLAYER OF THE YEAR HONORS. The Golf Writers Association of America (GWAA) named Scottie Scheffler, Nelly Korda, and Ernie Els as the 2024 Players of the Year. Scheffler, recognized for his dominant seven-win season, won the men’s award for the second consecutive year. Korda earned the women’s honor with a U.S. Women’s Open victory and Olympic silver medal, while Els secured the senior category with five PGA Tour Champions wins. The awards will be presented at the GWAA Annual Dinner during Masters week.
GREAT BRITAIN & IRELAND CLAIM VICTORY IN INAUGURAL TEAM CUP. Great Britain & Ireland secured a commanding 17-8 victory over Continental Europe to win the Team Cup at Abu Dhabi Golf Resort. Strong performances by Tommy Fleetwood, Tyrrell Hatton, and Laurie Canter helped clinch the title. Fleetwood’s undefeated record and the team’s early dominance left no doubt about the outcome, despite late wins from Continental Europe players.
FIREBALLS GC HAS FINALIZED ITS ROSTER FOR 2025. Fireballs GC has announced the signing of 22-year-old Spanish golfer Luis Masaveu, who joins captain Sergio Garcia, David Puig, and Mexico’s Abraham Ancer. Masaveu turned professional in October after a standout amateur career that included reaching the semifinals of the 2024 U.S. Amateur, winning the Low-Am trophy twice at the Spanish Open, and making the cut at the 2024 Open Championship as the first Spanish amateur to do so.
3. EQUIPMENT
MIZUNO LAUNCHES NEW PRO T-1 AND PRO T-3 WEDGES FOR 2025
Following hot on the heels of the Mizuno Pro S3 irons release, Mizuno has added the Pro T-1 and Pro-T3 wedges to the range. The new wedges feature Mizuno’s Grain Flow Forged HD wedges crafted from 1025E Pure Select Mild Carbon steel. Both models incorporate a copper underlay for the soft feel Mizuno is known for, offering golfers precision and responsiveness on the greens.
The Mizuno Pro T-1 is a compact, versatile wedge designed for players seeking flexibility around the green. It features six sole grind options, including the new mid-bounce M sole and high-bounce P sole. The Quad Cut+ grooves ensure consistent spin, while Hydroflow Micro Grooves reduce spin loss in wet conditions. The Pro T-1 is available in Soft White Satin, Blue Ion, and Black Ion finishes.
The Mizuno Pro T-3 emphasizes stability and forgiveness, featuring a cavity back and slightly longer blade length. Despite its forgiving design, it maintains versatility with three sole options—S, M, and C. It shares the same advanced groove technologies as the Pro T-1 and comes exclusively in a Soft White Satin finish.
Both models are priced at $179.99 (£149.99, €175.99) and offer premium shafts and grips for enhanced performance. More in Mizuno Golf.
TITLEIST LAUNCHES NEXT-GENERATION PRO V1 GOLF BALL RANGE
To mark the Pro V1’s 25th anniversary, Titleist has updated both the Pro V1 and Pro V1X models, introducing enhanced speed, control, and spin. The new Pro V1 features a faster, high-gradient core for greater ball speed and increased spin. It is paired with a 388-tetrahedral dimple design for optimized distance and consistent flight.
The Pro V1x delivers high flight and more spin on approach shots, thanks to its faster high gradient dual-core and 348 tetrahedral dimple design. Both models include a high-flex casing layer for low long-game spin and a soft cast urethane elastomer cover to maximize greenside control.
The chemistry of the high gradient core unlocks performance gains, steepening the spin slope to maintain low tee spin while boosting iron and wedge spin. Titleist’s Frederick Waddell emphasized the all-around performance, stating, “The golf ball has to do everything… All of which will help players shoot lower scores.”
Available from January 25, the Pro V1 and Pro V1x are priced at $62.99 (£51.99, €61.99) per dozen and available in white and yellow. More information at Titleist official site.
SRIXON UNVEILS ZXI WOODS FEATURING I-FLEX TECHNOLOGY
Srixon has introduced the all-new ZXi Woods lineup, designed to bring tour-level performance to golfers of all abilities. At the heart of the ZXi range is i-FLEX technology, a groundbreaking face thickness pattern that optimizes energy transfer for increased ball speed and enhanced performance. With the addition of titanium Ti72S—a lighter and stronger material—the ZXi Woods promises unmatched durability and efficiency.
The ZXi Drivers are available in three distinct models:
ZXi Driver for consistent performance with high MOI and low spin.
ZXi LS Driver offers a low-spin profile that is ideal for aggressive swings.
ZXi MAX Driver, Srixon’s most forgiving driver, is designed to boost confidence on the tee box.
Additional tech that is powering the ZXi are:
Rebound Frame: Enhances energy transfer at impact, maximizing ball speed and distance.
Star Frame Crown: Ultralight titanium crowns optimize launch and spin.
Refined Tour Shaping: Improved sole shapes and larger head volumes provide forgiveness and precision.
Each model includes advanced adjustability options, allowing golfers to fine-tune loft, lie, and face angle with a 1.5-degree hosel sleeve and customizable weight port locations. The Laser Face Milling pattern ensures stable spin even in wet conditions. The ZXi Fairway Woods and Hybrids build on the drivers' technologies, featuring new adjustability options for personalized ball flights. Innovations like the carbon crown and stepped crown design lower the CG, delivering longer, higher shots. The progressive footprints and larger hybrid designs inspire confidence and increase forgiveness.
The ZXi Woods will be available for purchase starting January 24, 2025. Drivers are priced at $549.99 (£449.99, €534.99), fairway woods at $329.99 (£269.99, €319.99), and hybrids at $279.99. For more information, visit the Srixon website.
4. MUST READ
It’s Not Traditional Golf, But It’s Golf. Philip Reid in The Irish Times about TGL.
Golf Gets Cooler: TGL League Tees Off. Paik Ji-Hwan and Jim Bulley in Korea JoongAng Daily about the Tiger & Roy latest creation.
The Cost of Competing on Tour. David Skilling in Baller Golf breaks down the financial struggles of pro golfers, inspired by Michael Kim’s viral tweet.
Alex Miceli in Athlon Sports Nation argues that the PGA needs Jordan Spieth. We couldn’t agree more—Jordan, we miss you too.
5. JUST FOR PAID SUBSCRIBERS
THE FUTURE OF GOLF APPAREL, SHOES, AND CARTS: INSIGHTS FROM TWO MARKET REPORTS
As with the start of the year, new market analyses and trend reports are beginning to arrive on our desks. Two recent reports—one from Transparency Market Research on golf apparel and shoes and another from Market Search Future on golf carts—provide a glimpse into how these markets are evolving through 2034.
This story examines the findings—from the projected $16.7 billion growth in golf apparel and shoes to the increasing demand for electric and smart golf carts.
What do these trends reveal about the future of golf?
How can businesses and players prepare for what lies ahead?
Both reports highlight a powerful trend that is transforming the golf industry into a multifaceted giant: customers are no longer just golfers: Products designed for the sport are finding applications far beyond the fairways and greens, and the potential market is as vast as the 8 billion people on this planet.
Let’s dive into the data.
