GBR Weekly | How Good Good Golf Became Gen Z’s Gateway To The Game — And A PGA Tour Sponsor
Connecting the dots across golf’s business, media, and professional landscape.
Good morning GBR community,
The end of the year is fast approaching, which naturally leads to a gradual slowing down of news and events in and around the golf industry.
Thoughts are turning to 2026, and the PGA Show has announced its most comprehensive education program for the annual bash in Florida, running from 20th-23rd January.
The increased education offerings reflect an industry that’s rapidly evolving to meet the demands of golfers, and I’m sure the education program will only continue to grow in future shows. If I’m not covering a further increase in a GBR newsletter next December, you can remind me of how wrong my “bold” prediction was!
Post in the comments if you are attending the PGA Show. I might be seeing you there.
Enjoy today’s newsletter and your upcoming weekend.
PGA SHOW LAUNCHES NEW BOOTCAMP AND 80+ SESSIONS FOR 2026
The 2026 PGA Show will launch its most comprehensive education programme in the event’s 73-year history, offering a full week of professional development beginning January 20, one day before the Show Floor opens in Orlando.
The schedule features more than 80 education sessions, new Lunch & Learn Keynotes, specialty-stage programming, and, for the first time, a Golf Industry Bootcamp, an intensive, full-day workshop dedicated to merchandising, inventory planning, pricing, marketing, and shifting customer demographics.
Organized in partnership with the PGA of America, core learning tracks will span Teaching & Coaching, Executive Management, and Golf Operations, while additional seminars will address marketing, DEI, retail strategy, member engagement, emerging tech, and career development. “Learning opportunities begin on Tuesday and continue throughout the week,” organizers said, noting the programme’s ability to help professionals expand expertise, earn PGA of America PDR credits, and build networks across the industry.
Keynote speakers Randi Braun and Johnny Guidry will headline the new Lunch & Learn series in the All-Access Lounge, which also hosts networking events, including a January 21 cocktail reception. Complementary sessions will take place on the PGA of America Industry Stage, the Fitness, Health & Wellness Stage, The Clubhouse, and the Racquet Sports Stage, while co-located events, including the NGCOA Golf Business Conference, AGM Golf Retail Conference, and African American Golf EXPO and Forum, extend the learning ecosystem across Show Week. For those working in the golf industry or golf media who are looking to attend the 2026 PGA Show, registration details can be found here.
IGA TO SHARE EVENT-DRIVEN REVENUE STRATEGIES FOR INDOOR GOLF
The Indoor Golf Alliance (IGA) has announced the next session in its global IGA World Indoor Golf Forum webinar series, with a new instalment—“Indoor Golf Marketing & Promotions: Special Events, Corporate Outings & Groups”—scheduled for Wednesday, December 17 (8 am PT / 9 am MT / 10 am CT / 11 am ET). Designed for the rapidly expanding indoor golf sector, the session will equip operators with practical, high-impact strategies to capitalise on one of the industry’s fastest-growing revenue opportunities: group events and corporate entertainment.
The IGA notes that special events deliver some of the highest-margin business for indoor facilities, while driving off-peak traffic, attracting new customers, and strengthening community engagement. The webinar will cover the full event lifecycle, offering guidance on identifying profitable event types, effective marketing approaches, partnerships, operational execution, and follow-up tactics to build repeat business. Key highlights include:
Why special events matter
Types of high-value events
Proven marketing tactics
Event-day best practices
Strategic partner outreach
Post-event retention strategies
For more information on signing up for the webinar, contact Phil Immordino at phil@indoorgolfalliance.org
TROON INTERNATIONAL JOINS GCAE AS CORPORATE MEMBER AMID SURGING EUROPEAN OPERATOR GROWTH
Troon International has joined the Golf Course Association Europe (GCAE) as a Corporate Member, strengthening ties with the network representing golf facility owners and operators across the continent. The partnership reflects shifting dynamics in Europe’s golf market, where multi-course operators are expanding portfolios and investing heavily in experience-led facilities.
“Welcoming Troon International is a signal. Europe’s operators want practical collaboration that improves today’s golf experience and builds the next,” said Renate Roeleveld, GCAE CEO, adding that Troon brings “scale, expertise and a generous mindset” that helps members “move faster.” Troon International Executive Vice President DJ Flanders said the company is “proud to support the European market,” noting that the industry progresses when operators “share what works and push standards together.”
Membership gives Troon direct access to GCAE intelligence and owner networks—including The 19th Room—positioning it as a partner for facilities exploring management outsourcing, operational support, or acquisition options. The collaboration has already taken shape at the recent GCAE Conference in Madeira, where Flanders delivered a keynote on how four generations entering the market and workforce will reshape product, people, and performance in European golf. More details on Troon’s membership to the GCAE can be found here.
WALT DISNEY WORLD GOLF NAMED 2026 NGCOA RESORT COURSE OF THE YEAR
The National Golf Course Owners Association (NGCOA) has named Walt Disney World Golf, operated by Arnold Palmer Golf Management (APGM), as its 2026 Resort Course of the Year, with the award to be presented on January 19 at the NGCOA Golf Business Conference 2026 in Orlando.
The 63-hole complex, Disney’s Palm, Magnolia, and Lake Buena Vista championship courses plus the nine-hole Oak Trail, was praised by NGCOA Board President Cathy Harbin as “the pinnacle of resort-level golf experiences.” Doug Howe, COO of Century Golf Partners, said the honour “affirms the cohesiveness that exists when the Walt Disney World Resort entrusts a management team dedicated to operational excellence.”
Disney’s Magnolia has recently undergone its most extensive reimagining, adding new tees, reworked bunkers, contoured Bermudagrass greens, and Disney film–inspired hole names with quotes from Walt Disney and Arnold Palmer, including a newly defined closing stretch, holes 14–17, branded “Grumpy’s Gauntlet.” As further recognition, Magnolia will host the NGCOA conference’s pre-event workshop, “Expedition: Inside the Operation,” where best practices on guest experience, operations, and marketing will be discussed with attending NGCOA member owners, operators, and staff. Golf course owners who are looking to attend the NGCOA’s Business Conference at the Rosen Centre Hotel, Orlando, Florida, from 19th to 21st, January, can register here.
LIGHTSPEED EXPANDS GLOBAL GOLF TECH FOOTPRINT WITH NEW PARTNERSHIPS, DATA TOOLS, AND OPERATOR SUPPORT AHEAD OF 2026
Lightspeed Commerce Inc. capped a year of rapid expansion by strengthening its position as a leading technology partner to golf facilities worldwide, announcing new integrations, data-driven tools, and enhanced operator support as participation continues to surge. “Golf’s digital transformation is accelerating, and Lightspeed is leading that change,” said Fraser Marriott, the company’s Head of Golf, as he outlined 2025’s key developments, most notably a preferred partnership with Whoosh, which brings unified cloud-based management to private clubs by connecting tee sheets, dining and spa reservations, retail, payments, and member activity under one system.
Early adopters report significant efficiency gains, with PGA Head Professional Blake Schroeder of Lost Rail Golf Club praising the platform’s “very, very simple checkout process.” Lightspeed also launched a new Business Intelligence module that consolidates tee sheet, membership, retail, and F&B data into 12 dashboards for faster decision-making, and expanded its revenue tools—including digital marketing services, Reserve with Google tee-time booking visibility, and integrated House Accounts to simplify member charges and reinforce recurring revenue. As the company builds toward 2026, Marriott said strengthening customer success remains a priority: “These teams work side by side with courses and clubs to help them get the most out of the platform—whether that’s increasing bookings, improving on-site spend, or simplifying daily operations.” Looking ahead, he predicts continued operator adoption of cloud-based systems, AI-driven pricing, and automated marketing as golf’s tech-driven evolution continues. Lightspeed demos can be organized here.
ST ANDREWS LINKS TRUST ADDS EIGHTH COURSE WITH DUKE’S TAKEOVER
St Andrews Links Trust will expand its portfolio to eight courses after reaching a landmark agreement to take over The Duke’s Course from the Old Course Hotel under a long-term lease beginning 5 January 2026.
The move, part of the Trust’s strategy to increase capacity and improve access for ticketholders and visitors amid strong demand, marks the first addition to the Home of Golf’s lineup in 18 years. As part of the transition, the course will be rebranded as The Craigtoun Course, adopting a new logo inspired by its tree-lined heathland setting near Craigtoun Country Park and aligning with other St Andrews layouts named after local landmarks. The Trust will manage all facilities, including the clubhouse, range, and pro shop, with all current staff invited to transfer, and existing members able to retain their terms throughout 2026. “The Craigtoun Course allows us to offer additional capacity and strategically invest in our facilities to offer more opportunities to play golf,” said Trust chief executive Neil Coulson, adding that the course will complement the Old, New, Castle and other Links layouts by offering a distinct heathland experience. More details of the new addition to the St Andrews Trust portfolio can be found here.
O’NEIL: LIV GOLF “MORE BULLISH THAN EVER” AHEAD OF 2026 SEASON
Nearly a year into his tenure, LIV Golf CEO Scott O’Neil says he is “more bullish today than I was 11 months ago” as the league prepares to open its 2026 season in Riyadh and moves ahead with major structural shifts, including a switch to 72-hole events aimed at aligning with golf’s four majors.
The change, O’Neil said, came from widespread sentiment that “we need to do everything we can to best prepare [LIV players] for the majors,” and he believes the move strengthens LIV’s revised application for Official World Golf Ranking points, which he says has involved “quite a bit of back and forth” with OWGR chairman Trevor Immelman.
Financially, LIV is working to rebound from a $460 million loss in 2024, with O’Neil saying the four-year-old league is still building its strategic foundation, supported by new commercial partnerships with HSBC, Salesforce, and the hiring of Chris Heck as president. Contract questions continue to swirl around top players, including Brooks Koepka, whose deal runs through 2026 and who O’Neil confirmed remains signed despite speculation he may sit out next season.
On his relationship with PGA Tour CEO Brian Rolapp, O’Neil said both leaders are spending their early months focused internally, adding: “There’ll be the new world order… the PGA Tour dominant in the U.S. and LIV dominant in the rest of the world, and how those leagues coincide will emerge over time.” Scott O’Neill sat down to discuss the 2026 with Sports Business Journal. Josh Carpenter’s report on the full conversation can be found here.
PGA TOUR’S “OPTIMIZED” SCHEDULE POISED TO SHRINK OPPORTUNITY AND EARNINGS FOR MID-RANKED PLAYERS
Golf Channel analysts say the PGA Tour’s proposed “optimized” model, driven by CEO Brian Rolapp and Tiger Woods’ Future Competition Committee, stands to fundamentally reshape professional golf by stripping players outside the elite tier of autonomy, access, and income.
The plan, described on the December 10 podcast as “so drastic in nature” and unlike anything seen “in several decades,” would compress the schedule from roughly 38 events to about 25 by 2027 or 2028, with the first wave arriving in 2026, when field sizes drop across the board (The Players from 144 to 120, Sony Open and WM Phoenix Open also shrinking, Farmers Insurance from 156 to 144) and only the top 100 in the FedExCup retaining full exempt status, the first reduction from the traditional 125 since 1983.
The financial fallout is stark: a player finishing 115th, previously earning around $1.8 million across 28 starts, now faces conditional status, roughly 15 starts, and projected earnings between $600,000 and $800,000, a potential annual loss of more than $1 million. Players ranked 101–125 will have no guaranteed starts, relying on Friday commitment deadlines to learn if they have a job the next week, escalating travel costs, destabilising caddie employment, and eroding sponsorship value due to diminished television exposure. “People are going to lose in this situation, and it’s going to be tough growing pains,” Player Advisory Council member Brian Harman acknowledged, as analysts warned that the very definition of a PGA Tour career is at stake. Abhijit Raj’s full story for Essentially Sports can be read here.
XXIO LAUNCHES 14 SERIES WITH WORLD-FIRST VR-TITANIUM FACE
XXIO has launched its XXIO 14 and XXIO 14+ families, introducing Ultiflex Technology powered by VR-Titanium, a newly developed alloy making its debut and engineered to deliver greater distance for moderate swing-speed golfers through thinner, more efficient clubfaces. The VR-Titanium construction, paired with refined ActivWing aerodynamics and a new High-Grip Milled Pattern on heel and toe areas, is designed to stabilize the downswing and preserve distance on off-center strikes, while precision weighting promotes smoother tempo and improved energy transfer.
In a first for the brand, the XXIO 14 men’s driver adds an adjustable, lightweight quick-tune hosel offering ±1.5° loft changes without compromising XXIO’s signature ultralight profile. The matching XXIO 14 irons feature titanium faces, a lower-positioned L-Groove, Rebound Frame construction, and redistributed mass to generate higher launch and faster ball speeds, supported by a thinner neck and tungsten sole weighting.
The XXIO 14 Ladies line applies all core technologies but is tuned specifically for women’s swing speeds with draw-bias weighting, softer tempo matching, and acoustically engineered impact sound.
Rounding out the launch, the XXIO 14+, available only through select fitters, caters to golfers in the 90–100 mph swing-speed range, offering the same new tech in a more traditional, premium aesthetic with matte-finish woods, classic V-Sole irons, and reduced offset for added workability. The full lineup, drivers, fairways, hybrids, and irons, is available now, with drivers priced at $799.99, fairways at $449.99, hybrids at $349.99, and iron sets starting from $1,199.99 for XXIO 14 and $1,289.99 for XXIO 14+. More details on the new XXI0 14 and 14+ ranges can be found here.
The Story Behind Good Good Golf’s Sponsorship of a PGA Tour Championship
When the PGA Tour returns to Austin in late 2026, the title above the leaderboard will belong not to a bank, insurer, or multinational but to a company that didn’t exist five years ago. Good Good Golf, once known simply as a YouTube channel run by a group of friends, will sit in the same sponsorship bracket as the long-standing corporate giants of the sport.
Good Good’s rise has come fast — and it has redefined what success in golf media now looks like. At a moment when the professional game is wrestling with fragmentation, shifting loyalties, and an ageing broadcast audience, the centre of gravity has quietly shifted toward new cultural operators. And few have taken advantage of that shift as effectively as Good Good.
A Digital Upstart With Traditional Ambition
The group’s origins trace back to 2020, when Garrett Clark, already known for his GM Golf channel, combined forces with a tight-knit circle of friends whose filmed matches carried the charm of a home-grown project rather than a commercial product. Their style was a deliberate departure from the syrupy polish of television coverage: fast-edited, unfiltered, personality-driven. At a time when many fans, especially younger ones, were gravitating toward digital platforms, the format hit a nerve.
Viewers weren’t tuning in for textbook swings or expert analysis. They were tuning in because they recognised themselves in the chaos: bad approach shots, nervous tee balls, friendly wagers, and the kind of mid-round frustration that makes golf both maddening and addictive. The cast understood instinctively that their personalities were the product.
But Good Good’s lasting success is not down to its relatability alone. Behind the scenes, the operation professionalised rapidly. What began as a content collective evolved into a structured business: staffed teams, design departments, executives hired from outside golf, and an ambition that extended far beyond weekly uploads. Today, Good Good resembles a vertically integrated golf brand whose media output happens to be the most visible part of the machine.
