GBR Weekly | The Rise of Five Iron Golf: Inside the $60M Brand Reshaping Golf for a New Generation
Connecting the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
I hope everybody has recovered from Thanksgiving (if you’re in the U.S.) and Black Friday and Cyber Monday deal hunting.
As the year starts to wind down, one company that shows no signs of slowing down is Five Iron Golf, which has announced a franchise deal for its first foray into mainland Europe, announcing 10 sites spread across Spain and Portugal.
We profiled Newton Golf last week. This week, the company announced a record-breaking Black Friday, further evidence that the company is making inroads into the golf equipment market.
In today’s newsletter, we take a closer look at the rise of Five Iron Golf, along with the latest data on the growth of the portable launch monitor industry.
Lastly, we also take a look at “Rorynomics”, the globe-trotting Northern Irishman is playing in the Australian Open this week, his name has guaranteed a boost in ticket sales as he plays in the event for the first time in 11 years.
Enjoy the read and your weekend.
FIVE IRON GOLF ENTERS CONTINENTAL EUROPE WITH 10-SITE FRANCHISE DEAL ACROSS SPAIN AND PORTUGAL
Five Iron Golf has recently been in the headlines for announcing expansion plans in the UAE and its first site in the UK. This week, Five Iron Golf has released details of a major 10-site franchise development agreement spanning Spain and Portugal, marking the brand’s official entry into continental Europe.
Led by Iberian franchisees Victor Amarnani and Sunil Mahtani, entrepreneurs with deep experience in logistics, retail, real estate, and hospitality, the partnership will debut with flagship venues in Valencia and Madrid, reflecting rising demand for technology-driven, social golf experiences across the region. “These are countries defined by dynamic cities, rich culture, and a lifestyle centered on bringing people together,” said Jared Solomon, Co-Founder and CEO, adding that Spain is “ready for an experience that brings golf into everyday life.”
The first opening, a 1,000 m² venue in Valencia slated for Spring 2026, will feature 10 Trackman simulators, chef-led dining, league play, corporate spaces, and a modern sports-bar environment. Madrid’s site, located in Barrio de Salamanca, will feature 12 simulators, on-site parking, and a design tailored for both day and night audiences. Drawing comparisons to the early rise of padel in Spain, Mahtani said, “Five Iron is to golf what padel was 20 years ago: on the edge of a cultural and social breakout.”
Each Iberian venue will combine multi-angle swing technology, professional coaching, Callaway club fitting, curated hospitality, coworking areas, and year-round programming—positioning Five Iron as a new urban cornerstone for play, connection, and community across the Iberian Peninsula. More details of Five Iron Golf’s European expansion plans can be found in the company’s press release here.
NEWTON GOLF COMPANY REPORTS RECORD BLACK FRIDAY AS NOVEMBER 2025 BECOMES ITS BEST SALES MONTH ON RECORD
Newton Golf Company announced that Black Friday 2025 delivered the highest single-day sales total in the company’s history, fueled by surging demand for its Fast Motion and Motion shaft families and accompanied by record-breaking direct-to-consumer order volume.
The company also confirmed that November 2025 is now its strongest November sales month ever, driven by growing tour adoption, heightened brand visibility, repeat customer purchases, and a sharp rise in first-time buyers discovering Newton’s physics-based shaft technology. “Black Friday was a record-breaking day for Newton and reflects the growing enthusiasm golfers have for our technology,” said CEO Greg Campbell, noting that Fast Motion remains the most successful product launch in the company’s history.
Elevated demand continued through Thanksgiving weekend and into Cyber Monday, with increased website traffic and higher conversion rates across key product lines. Campbell added that Newton’s expanding tour presence, technology platform, and international distribution “reinforce the long-term opportunity ahead of us,” with full fourth-quarter and full-year 2025 results to follow in the next earnings release. Newton Golf’s press release confirming Black Friday and November performance can be read in full here.
Further reading: For a full in-depth review of Newton Golf, including its products, foundations, financials, and business model, have a look at last week’s GBR here.
SALGADOS GOLF CLUB NAMED WORLD’S BEST GOLF COURSE RENOVATION 2025 AFTER €3.2M TRANSFORMATION
Salgados Golf Club, part of the Algarve Marriott Salgados Golf & Spa Resort, Portugal, has been named the World’s Best Golf Course Renovation 2025 at the 12th annual World Golf Awards in Madeira, recognising the club’s comprehensive €3.2 million ($3.75 million) makeover completed between November 2024 and February 2025.
The inaugural award category evaluated renovation scope, budget discipline, timeline execution, and post-project financial impact, criteria Salgados delivered on with a full Rain Bird irrigation upgrade, complete bunker refurbishment, the levelling and returfing of all tee complexes, and the creation of a new par-3 island green. The project finished on time and under budget, contributing to a 29% increase in sales since reopening. “This recognition is an exciting acknowledgement of the Highgate Portugal and Troon collaboration,” said Jon Schauder, Troon Executive at Salgados, while Ben Thomas, COO of Highgate Europe, praised Troon’s leadership in delivering “a well-planned and thought-out product for years to come.”
Located near Salgados Beach and the Salgados Lagoon Nature Reserve, the course sits alongside newly refurbished Highgate Portugal properties that joined the Marriott portfolio in 2025, including the Algarve Marriott Salgados Golf Resort & Spa, Marriott Residences Salgados Resort, and Westin Salgados Beach Resort. More details about Salgados Golf Club can be found in the official press release from Troon Golf here. If you are interested in playing the newly renovated Salgados Golf Club, you can find booking details on their website here.
CANADA’S GOLF SEASON ENDS WITH OCTOBER ROUNDS DOWN 1.2% AS FULL-YEAR PLAY REMAINS NEAR RECORD LEVELS
Canada’s 2025 golf season closed with a slight dip in October rounds played, which fell 1.2% year-over-year, marking the only month of the April–October season to trail its 2024 benchmark, according to the NGCOA Canada Rounds Played Report. Manitoba and Saskatchewan recorded the steepest declines, with every region posting double-digit drops, while Atlantic Canada bucked the trend, delivering its strongest October since 2020 with an 18.5% increase.
Despite October’s softness, the national season remained exceptionally strong: every province finished ahead of 2024, and Alberta, Saskatchewan, Manitoba, Ontario, PEI, Nova Scotia, and Newfoundland all recorded their best season since reporting began in 2014. National rounds across the season were up 7.9% year-to-date and 10% above the five-year average, underscoring sustained momentum for Canadian golf despite weather-related headwinds late in the year. October’s numbers are available from NGCOA Canada here.
GIL HANSE APPOINTED TO CREATE MASTER PLAN FOR NORTH BERWICK’S HISTORIC WEST LINKS
North Berwick Golf Club has appointed acclaimed architect Gil Hanse to develop a long-term master plan for its world-famous West Links, a project aimed at “polishing and protecting” the 6,420-yard, par-71 course while preserving its heritage.
Hanse, renowned for restoring storied venues such as Oakmont, Merion, Los Angeles Country Club, and consulting for Seminole and Sunningdale, will begin work in 2026, focusing on restoring key architectural features, reinforcing sustainability, and preparing the course for future challenges, including coastal erosion. “His unparalleled expertise and deep respect for tradition make him the perfect partner to preserve and elevate one of the world’s most historic and iconic courses,” said General Manager Stuart Bayne, noting that the plan is expected to recommend only minor refinements while identifying robust contingency measures against advancing sea conditions.
Hanse, calling the commission “an honour,” said the West Links is “one of the most consequential golf courses in the history of golf course architecture.” He will collaborate with Course Manager Kyle Cruickshank and a select group of members to ensure the plan reflects North Berwick’s history, character, and long-term vision. More details of the Hanse project for North Berwick West can be found on their website here.
PRISWING AND MEMBERSPORTS TEAM UP TO BRING DATA INTELLIGENCE TO GOLF OPERATIONS
Priswing, the pricing and business intelligence platform, has formed a new integration partnership with golf management software provider MemberSports, enabling courses to apply real-time revenue analytics directly within their tee sheet systems.
Priswing’s algorithm analyzes booking patterns, demand signals, and weather trends to forecast play levels and automatically recommend pricing adjustments designed to balance utilization, profitability, and player satisfaction. “Our goal has always been to make dynamic pricing accessible and effortless for every course while maintaining golfer trust,” said Priswing Co-Founder Damien Lemarie, noting that the integration delivers data intelligence “directly to the tee sheet.”
MemberSports clients will now gain access to predictive dashboards, reporting tools, and pricing insights that support faster, evidence-based decision-making. Founder and President Nicholas Anderson said the collaboration strengthens MemberSports’ mission to streamline golf operations: “Priswing’s innovative analytics complement our focus on intuitive design and operational efficiency. Together, we’re helping golf facilities make better decisions, faster.” The combined solution is available immediately for all courses using the MemberSports tee sheet platform.
TIGER WOODS SAYS PGA TOUR’S 2027 SCHEDULE COULD DELIVER “SIGNIFICANT CHANGE”
The PGA TOUR’s newly formed Future Competitions Committee, chaired by Tiger Woods, is deep into a top-to-bottom review of the TOUR schedule, with Woods saying the goal is to produce a product “far better than what we have now for everyone involved.”
Speaking at the Hero World Challenge, Woods said the nine-member committee, which includes players Adam Scott, Patrick Cantlay, Maverick McNealy, Keith Mitchell, Camilo Villegas, and business executives Joe Gordor, John Henry, and Theo Epstein, has “torn down and looked at so many different models,” starting with what he described as a “blank slate.” The committee, which has met three times since August and communicates daily, is working toward a potential 2027 rollout, though Woods stressed the deadline is flexible as they consult title sponsors, tournament directors, media partners, executives, and players.
PGA Tour CEO Brian Rolapp has tasked the group with delivering parity, scarcity, and simplicity, with the aim of strengthening meritocracy, increasing the number of events where top players compete together, and improving the connection between the regular season, playoffs, and the Tour Championship. “The goal is not incremental change. The goal is significant change,” Rolapp said, and Woods echoed that sentiment, adding: “We started with a white sheet of paper… a thousand ideas… I think in the end we’re going to have a product that is far better than what we have now.” PGA Tour.
LAURIE CANTER DECLINES PGA TOUR CARD TO REJOIN LIV GOLF
Laurie Canter has turned down a PGA Tour card to rejoin LIV Golf, with the league announcing Monday that the Englishman will compete for Majesticks GC in 2026.
Canter finished No. 7 in the Race to Dubai, earning one of ten DP World Tour pathways to the PGA Tour, but his decision to sign with LIV triggers an automatic PGA Tour suspension and passes his card to Daniel Brown. The 36-year-old, who first joined LIV in 2022 when he had limited European Tour status, called the move “an incredible opportunity to be part of a team that has helped shape LIV Golf from day one.” Canter played seven events in LIV’s inaugural season, served as a reserve in 2023, and briefly rejoined the league in early 2024 before returning to Europe, where victories at the 2024 European Open and 2025 Bahrain Championship lifted him to No. 50 in the world, securing starts at The Players Championship and the Masters.
Canter follows Victor Perez in joining LIV for 2026, filling the Majesticks roster spot vacated by Henrik Stenson, who was relegated after finishing outside the top 48. “To return to the league with Majesticks GC is a huge honor,” Canter said, adding that LIV’s growth helped him become “a more complete player and a multiple winner on the DP World Tour.”
Canter’s switch to LIV Golf after earning a PGA Tour card follows on from Northern Irishman Tom McKibbin doing the same thing last year, opting to join Jon Rahm’s Legion XIII. Reporting from multiple sources, including the Golf Channel. The LIV Golf press release announcing Canter’s return, joining the Majesticks, can be read here.
LIGHTNING STRIKES: PXG ROLLS OUT ITS FASTEST DRIVERS YET
PXG has introduced its new Lightning Drivers, a four-model lineup engineered for “explosive speed and precision” through a suite of next-generation technologies, including an all-new Frequency-Tuned Face, increased carbon-fiber construction, and a refined precision weighting system, according to the company’s product release.
Four models make up the new Lightning range, which are:
Lightning Max-10K+
Lightning Tour
Lightning Tour Mid
Lightning Max Lite
All drivers feature PXG’s new laser-etched face pattern for improved consistency in all weather, a spined sole design for enhanced rigidity and energy transfer, and robotic polishing for optimized bulge-and-roll performance. With exceptionally high MOI, adjustable hosels, and multiple weight-placement options delivering up to 20% more MOI and 8% more total MOI in Lightning Max models.
The series is designed to fit a wide range of players from elite level to beginners seeking faster ball speeds, tighter dispersion, and increased forgiveness.
Loft options span 9° to 10.5°, with head weights ranging from 189g to 203g, while the new weighting system allows golfers to fine-tune fade, draw, or high-launch profiles. “Explosive sound and feel” is a core promise of the line, which leverages up to 84% more carbon fiber in the sole than previous PXG drivers, resulting in higher stability, lower CG placement, and improved off-center performance, all aimed at elevating any golfer’s game.
The new PXG Lightning drivers are available now, with full customization options for shafts and grips through the PXG website, PXG fitter outlets, and other professional fitters. Basic RRP is $649 (£485, €560).
