Golf Bizz Review - Tuesday, Dec 17
Every Tuesday Morning We Bring You the Ten-Minute Summary of What´s Going on in the Golf Industry While you Are Golfing
Good morning, GBR Crew. Neil here.
EVEN THE TOP DOGS NEED A RIGHT HAND. This morning, Jay Monahan took to social media to announce that the PGA Tour is searching for a CEO. Of course, he will remain commissioner, keep his board seat, and continue overseeing the Tour’s new for-profit arm, PGA Tour Enterprises.
Will Monahan have more time to arrange a friendly two-ball with Greg Norman since Norman is relinquishing his post as CEO of LIV?
We’ll dig deeper into this in Friday’s newsletter, but for now, let’s dive into the rest of the week’s highlights—there’s plenty to unpack.
Industry
Circuits
Equipment
Executive Appointments
Briefs
Must Reads of the Week
Just for Paid Subscribers
1. INDUSTRY
THE BUSINESS IMPACT OF MARTIN SLUMBERS’ LEADERSHIP ON GOLF’S FUTURE
After nearly a decade leading The R&A, Martin Slumbers leaves behind a sport transformed—but not without its challenges. From championing women’s golf to pushing for limits on golf ball distances, his bold decisions have sparked fierce opposition from major manufacturers, fueling debates about technology, sustainability, and the sport’s direction.
Today, we examine how Slumbers’ legacy is being tested and what his decisions mean for players, fans, and the game’s future.
[This story is for paid subscribers, subscribe here to keep reading]
REEBOK PARTNERS WITH BRYSON DECHAMBEAU AND CRUSHERS GC, MARKING ITS RETURN TO PERFORMANCE GOLF
As the "official apparel and footwear sponsor," Reebok will equip DeChambeau and his LIV Golf team with head-to-toe gear, including the new Nano Golf performance shoe, debuting in March 2025. DeChambeau will serve as the face of Reebok Golf. By focusing on accessibly priced products and reaching younger, newer golf consumers, the partnership includes co-branded apparel, irreverent social campaigns, and fan activations. Official team kits will be available in March 2025 on Reebok.com and at LIV Golf events. Sourced via LIV Golf.
GOLF LIVE ANNOUNCES ITS NEW COACHING PLATFORM
The updated platform, built on feedback from Golf Live coaches, aims to deliver the most powerful coaching solution, enabling seamless instruction regardless of distance or time constraints. The platform introduces scalable plans, instant communication tools, and advanced video analysis features. Coaches can invite students to the app, use Instant Calls or In-App Messaging to collaborate in real time, and leverage improved video tools like side-by-side comparisons for enhanced instruction. The platform will be presented in a live webinar on December 19th at 2 p.m. EST.
Golf Live integrates new functionalities, including Calendar Integration, to improve coaching efficiency. The platform and its features will also be showcased at the 2025 PGA Merchandise Show in Orlando, FL, from January 22 to 24, highlighting its commitment to innovation in golf instruction. Sourced via The Golf Wire.
2. CIRCUITS
IT’S OFFICIAL: U.S. PLAYERS WILL GET PAID FOR PLAYING IN THE RYDER CUP
For the first time in Ryder Cup history, U.S. players will receive direct compensation for participating in the prestigious biennial event when they face Europe next September at Bethpage Black in New York.
The PGA of America announced a significant change, awarding each player and captain a total of $500,000—split into $200,000 as a personal fee and $300,000 allocated to charity.
This decision marks a departure from the longstanding tradition where U.S. Ryder Cup participants were given $200,000 exclusively for charitable donations, sparking a mix of approval, opposition, and curiosity from within the golf community. While many players have voiced their willingness to play without compensation, others, such as world No. 1 Scottie Scheffler, see no issue. “I don’t think there’s any problem with guys getting paid to play in the Ryder Cup. I don’t think it takes away from the competition at all,” Scheffler said.
Scheffler’s statement could add fuel to the fire for fans who are:
Fed up of hearing the top players looking for more money, Scheffler has just won over $29 million in on-course earnings this year.
Were asked to pay $750 for a basic entry ticket to the competition days of next year’s Ryder Cup
The move has drawn stark contrasts in opinion, particularly when compared to Europe’s players, who remain steadfast in their preference for maintaining the event’s purity. Rory McIlroy, a seven-time Ryder Cup participant for Team Europe, made his stance clear, stating:
“The two purest forms of competition in our game right now are the Ryder Cup and the Olympics, and it’s partly because of the purity of no money being involved. I personally would pay for the privilege to play in the Ryder Cup.”
McIlroy’s sentiment resonates deeply with the historical ethos of the Ryder Cup—a team-based event where national pride and camaraderie have traditionally eclipsed monetary considerations.
Meanwhile, controversy surrounding player payment has bubbled for years, most notably during the 2023 Ryder Cup in Rome. There, U.S. team member Patrick Cantlay, whose career earnings exceed $48 million, faced rumors that his refusal to wear a team cap was a protest over the absence of compensation. Cantlay, however, quickly dispelled the claims:
“I’m there to represent my country and to win points for my team-mates.”
For the PGA of America, the decision comes amid mounting pressure to recognize the modern financial realities of professional golf. The organization acknowledged the contributions of players and captains in making the Ryder Cup “the most special competition in golf and one of the most in-demand events on the international sports scene.” While no player formally requested payment, the board of directors chose to expand the allocation, with players like Keegan Bradley, the current U.S. captain, opting to donate their entire $500,000 allocation to charity.
As the golf world adjusts to this new era, the 2025 Ryder Cup promises to be a spectacle of immense significance. It will be more than a battle for national pride; it will also test the balance between tradition and evolution in the modern game. While European players continue to celebrate the event’s purity, the U.S. team’s shift toward compensation reflects the growing commercial landscape of elite sports.
Whether this change alters the spirit of the Ryder Cup remains to be seen. What is certain, however, is that the 2025 edition at Bethpage Black will spotlight the talent and intensity of golf’s greatest team competition and ignite ongoing conversations about the value of tradition, pride, and financial recognition in professional sport.
PRO SHOP, PROPAGATE CONTENT, AND THE PGA TOUR TEAM UP TO RELAUNCH 'THE SKINS GAME' ON BLACK FRIDAY 2025
This iconic event, originally introduced in 1983, will feature high-stakes competition among a new generation of golf’s superstars. Propagate Content brings entertainment expertise to the partnership, promising a groundbreaking and fun spectacle. Building on the success of Pro Shop’s Creator Classic, which drew over 100 million impressions in 2024, the reimagined Skins Game furthers the mission to connect golf with mainstream culture and elevate its appeal to a broader audience. Sourced via PGA Tour.
GREG NORMAN’S SUCCESSOR TO PLAY IN CRYPTO.COM SHOWDOWN
Norman’s successor is anticipated to be Scott O’Neil, former CEO of Merlin Entertainments and the Philadelphia 76ers. While the change has yet to be officially confirmed, O’Neil is expected to take charge during LIV Golf’s busy off-season as the league seeks new signings for the 2025 season. O’Neill is set to play in the pro-am ahead of the main event taking place at Shadow Creek in Las Vegas, which will feature an 18-hole Ryder Cup-style match under the lights, where Rory McIlroy and Scottie Scheffler face off against Bryson DeChambeau and Brooks Koepka. Sourced via Ben Parsons, Bunkered.
LEE CHIEH-PO SECURES HIS PLACE IN LIV GOLF’S 2025 SEASON WITH A THRILLING 36-HOLE FINISH AT RIYADH GOLF CLUB
The 30-year-old from Chinese Taipei known as “Max” became the first from his country to earn full-time LIV Golf status, shooting a two-round total of 10 under to claim a two-shot victory over Taichi Kho and Branden Grace.
The top 10 finishers gain 2025 International Series exemptions, including six players without prior status. American Ollie Schniederjans, Australians Brett Coletta, and Jack Buchanan tied for fourth, while Germany’s Max Rottluff, Korea’s Soomin Lee, and England’s David Horsey rounded out the leaderboard. Sourced via LIV Golf.
SHAUN NORRIS CLAIMS HIS SECOND DP WORLD TOUR TITLE WITH A DRAMATIC ONE-SHOT VICTORY AT THE ALFRED DUNHILL CHAMPIONSHIP
Starting six shots behind, the 42-year-old fired a superb final-round 67 to set the clubhouse target at 13 under par, with Leopard Creek’s challenging closing stretch eliminating challengers one by one. Norris’s final round started well with an eagle on the second and birdies on the sixth, eighth, 11th, 13th, and 15th, recovering from a double bogey on the seventh. His strategic play on the 18th, avoiding trouble from a fairway bunker, helped seal the victory. The win caps a triumphant return to form for Norris, following his victory at the Golf Nippon Series JT Cup two weeks earlier. Sourced via DP World Tour.
3. EQUIPMENT
COBRA ANNOUNCES THE DS-ADAPT DRIVER LINEUP, FEATURING REVOLUTIONARY FUTUREFIT33 HOSEL TECHNOLOGY FOR UNMATCHED ADJUSTABILITY
The centerpiece of these drivers, the FutureFit33 Adjustable Hosel System, offers 33 unique loft and lie settings that can be adjusted independently. At the same time, SmartPad Technology ensures a square clubface at address in any configuration.
The DS-Adapt family includes four models, LS, X, Max-K, and Max-D, each tailored to different player needs.
From the compact DS-Adapt LS for speed-focused players to the ultra-forgiving DS-Adapt Max-K with 10K MOI, each driver leverages Progressive Aero shaping and Adaptive Weighting to optimize performance. The Max-D offers a draw-biased design, while the X balances forgiveness and speed.
Innovative materials and H.O.T. Face Technology elevate the performance of the DS-Adapt drivers. The lineup incorporates a lightweight carbon crown, titanium frame, and larger forged face insert for speed and forgiveness. Prices start at $549, with pre-sales beginning 12/12 and retail availability on 1/10. Additional information via Golf WRX.
4. EXECUTIVE APPOINTMENTS
POWAKADDY APPOINTS JACK VENN AS THE NEW AREA SALES MANAGER FOR SOUTH-WEST ENGLAND AND SOUTH WALES, strengthening its commitment to customer service and growth. A PGA Professional with extensive industry experience, Venn previously worked as a Master Fitter and Sales Specialist for PXG UK, held roles with Cobra Puma Golf, and was the Head PGA Professional at Boringdon Golf Club.
5. BRIEFS
WHOOSH AND FORESIGHT SPORTS ANNOUNCE A STRATEGIC PARTNERSHIP TO ENHANCE GOLF SIMULATOR FACILITY MANAGEMENT. As Foresight Sports' preferred partner for reservation and operations management, Whoosh will integrate its advanced duration-based booking and resource optimization features with Foresight’s cutting-edge simulator technology. The collaboration delivers an all-in-one solution for operators and players, enhancing efficiency and customer engagement. Features include real-time bookings, lesson scheduling, simulator bay allocation, and robust POS integration powered by Square. Operators also gain access to streamlined membership programs and embedded booking flows. Sourced via The Golf Wire.
STIX GOLF AND NICKLAUS COMPANIES PARTNER TO CREATE A NEW RANGE OF PREMIUM GOLF CLUBS DESIGNED FOR ALL SKILL LEVELS. Known for its minimalist designs and direct-to-consumer model, Stix aims to bring high-quality, affordable equipment to a broader audience through this collaboration with the iconic Nicklaus brand. The first Nicklaus by Stix sets will debut at the 2025 PGA Show and be available to the public in April. Initially sold exclusively on stixgolf.com, nicklaus.com, and fairwayjockey.com. Sourced via Nicklaus.com.
SCOTT VAN PELT, MATT BARRIE, AND MARTY SMITH FORM THE INAUGURAL ESPN BROADCAST TEAM FOR TGL PRESENTED BY SOFI, PREMIERING JANUARY 7, 2025, ON ESPN AND ESPN+. Van Pelt will host pre-match and intermission segments from his SportsCenter studio in Washington, D.C. At the same time, Barrie handles play-by-play from the broadcast booth inside SoFi Center in Palm Beach Gardens, Fla., and Smith provides real-time insights from the field as a roving reporter. Additional team members include Jahmai Webster and Claire Rogers as digital hosts, Roger Steele as in-venue MC, and DJ Irie as DJ. Derrick Stafford and Mark Russell will serve as referee and rules official.
LEADING GOLF COACHES WORLDWIDE HAVE JOINED ZEN GOLF'S NEW ZEN MASTER AMBASSADOR PROGRAM. Inspired by putting guru Phil Kenyon, Zen’s original ambassador who operates Green Stages globally, the program enables elite coaches to recreate real-course gradients and conditions for advanced, data-driven instruction. Top instructors in full swing and putting coaching now leverage Zen technology alongside industry-leading tools. Experts like Dr. Scott Lynn and Liam Mucklow use the Zen Swing Stage with Swing Catalyst technology to analyze ground reaction forces, while coaches like Preston Combs and Daniel Gray combine Zen stages with tools like Quintic, Trackman, and Sam PuttLab for deeper performance insights. Sourced via Golf Business News.
TOULON GOLF PARTNERS WITH OVER-THE-TOP GOLF TO DISTRIBUTE ITS PREMIUM, MAJOR-WINNING PUTTERS ACROSS EUROPE, EXPANDING ITS MARKET PRESENCE. Under this exclusive deal, Over The Top Golf will distribute Toulon’s full product range, including the limited-edition Small Batch putters and the Collection line of production putters.
The partnership leverages Over The Top Golf’s proven expertise in premium aftermarket distribution. Known for working with top brands like Fujikura and Mitsubishi Golf, they will initially open 25 key accounts in Europe, delivering Toulon Golf’s renowned craftsmanship and feel to retailers and golfers.
Founder Sean Toulon emphasized their commitment to European accessibility, while co-founder Preston Toulon expressed confidence in Over The Top Golf’s ability to drive regional growth.
Over The Top, Golf is now accepting partner retailer applications and pre-orders for Toulon Golf’s 2025 lineup. Retailers and customers can look forward to the launch of limited-edition models and the 2025 line, scheduled for delivery in March 2025. Sourced via Golf Business News.
GAMEABOVE SPORTS ANNOUNCES STRATEGIC PARTNERSHIP AND INVESTMENT WITH SPORTS TRAVEL GROUP. The collaboration includes a multi-million-dollar investment to expand Golf Traveller’s operations across North America. Specializing in curated travel experiences, Golf Traveller offers access to exclusive golf courses and luxury accommodations, aiming to elevate premium golf tourism in the region. Read more on TMC.net.
6. MUST READ AND WATCH
Mr. Arthur Medeiros: He stormed the beaches of Normandy, survived the Battle of the Bulge, and at 104, he continues golfing three days a week. Lovely story by Kevin Paul Dupont in The Boston Globe.
LIV Golf is exploring a TV broadcast deal with Fox, potentially expanding its audience reach. By Cameron Jourdan, in Golfweek - USA Today.
We like this “10 Golf Books for the Avid Reader this Christmas”, by LINKS Magazine
At 17, Blades Brown is set to make his professional debut next month at a PGA Tour event. By Alex Myers in Golf Digest.
IN CASE YOU MISSED IT
7. JUST FOR PAID SUBSCRIBERS…
MARTIN SLUMBERS BIDS FAREWELL AFTER A TRANSFORMATIVE DECADE LEADING THE R&A
After nearly a decade of leadership, Martin Slumbers officially stepped down as CEO of The R&A on Friday, December 13th.
Since assuming the role in 2015, Slumbers has overseen a period of profound growth and transformation for both The R&A and the sport of golf, leaving a legacy defined by commercial success, inclusivity, and sustainability.
Under his stewardship, The Open Championship and the AIG Women’s Open experienced remarkable growth. Prize money increased significantly, with the Women’s Open's fund reaching $10 million, starkly contrasting its previously modest resources. Slumbers elevated both events’ profiles globally, turning The Open into a pre-sold, spectator-driven success that attracts over 250,000 fans annually.
He also championed the return of The Open to Royal Portrush in 2019, though his decision to avoid Turnberry under Trump Organization ownership stirred debate. Reflecting on his work, Slumbers stated:
“We’ve very much focused [The Open] around wanting to be one of the world’s great sporting events... I’m very proud of The Open.”
A hallmark of Slumbers’ tenure was his dedication to advancing women’s golf. Early on, he facilitated the merger with the Ladies Golf Union, amplifying opportunities for female professionals and ensuring a more equitable future. “It was previously run on a shoestring,” Slumbers remarked of the Women’s Open, “but now it is one of the best championships in the world for women.”
While the amateur game thrived under his leadership, bolstered by pandemic-era growth and inclusive club initiatives, the men’s professional game remains fractured. Slumbers has been outspoken about the need for resolution in the wake of LIV Golf’s disruption, stating:
“The divisive position that we have in the professional game has been very damaging… If it is to have a long-term future, we need to stop talking as much about money and get back to the values of the sport.”
Beyond competitions, Slumbers addressed golf’s technological challenges and environmental sustainability, which had a major effect on the golf industry.
