GBR Tuesday | TaylorMade on the Market? The High-Stakes Battle for Golf’s Crown Jewel
Every Tuesday and Friday Morning, We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Good morning, GBR community!
For our American readers, we hope you enjoyed Presidents’ Day yesterday. More importantly, yesterday gave us the “Tripleheader” in TGL, which didn’t work out too well for Rory’s Boston Common, who now sit second bottom in the league table. The team at the top is The Bay, sailing serenely on to simulator greatness!
A major shift in the golf industry is unfolding as Centroid Investment Partners considers selling TaylorMade Golf. In today’s edition of Golf Bizz Review, we break down everything that is known so far and offer our interpretation of the news.
But first, let’s catch up on the most important the industry has brought us since last Tuesday:
Industry
Circuits
Equipment
People To Watch
Just for paid subscribers: Who Will Own TaylorMade? Inside the Billion-Dollar Golf Industry Shake-Up
1. INDUSTRY
GOLF TRAVEL SURGES AS ECONOMIC CONFIDENCE AMONG PLAYERS CLIMBS
A new study by Buffalo Groupe has revealed a sharp rise in economic optimism among American golfers, fueling increased spending on golf travel. The Buffalo Groupe Golf Travel Study found that 81% of golfers feel positive about the economy, a substantial jump from 56% in 2023. Based on a survey of over 700 golfers who have taken a golf trip in the past five years, the report highlights strong travel intentions, with 44% planning to spend more on golf getaways in 2025 and another 48% maintaining last year’s budget.
Scotland and Ireland remain the most sought-after international destinations, while Georgia, South Carolina, North Carolina, and Virginia lead domestic travel preferences. The study also found that high-budget golf travellers—those spending $10,000 or more annually—take an average of six trips annually, split evenly between golf-specific and general travel with a golf element. Typically aged 55 and older, these travellers contribute significantly to the industry’s growth. The findings offer valuable insights for golf destinations, marketers, and travel providers looking to capture a growing and confident segment of golf consumers. Additional reporting from Golf Business News.
ROYAL DORNOCH REVEALS £4 MILLION BOOST FROM OVERSEAS GOLF VISITORS
Royal Dornoch Golf Club has disclosed that overseas visitors contribute nearly £4 million annually to the club, reinforcing golf tourism as the leading economic driver in the Dornoch area. According to recent surveys, golf-related spending injects over £5 million per year into the local economy, supporting jobs in hospitality, retail, and maintenance trades. Additionally, golfers spend around £700,000 on caddies when playing the renowned Championship Course. Speaking at the PGA Show in Orlando, Royal Dornoch General Manager Neil Hampton emphasized the club’s role in promoting the Scottish Highlands as a premier golfing destination and expressed strong support for the proposed Coul Links course near Embo, believing it would further enhance the region’s international reputation.
Hampton also highlighted the 2028 Curtis Cup, which Royal Dornoch will host, attributing the club’s selection to continued investment in course infrastructure and hospitality. The club's participation at the PGA Show, attended by 33,000 industry professionals from 94 countries, helped reinforce its status among American visitors. “There was a real buzz, and it was great meeting key contacts to promote the Highlands as a must-visit golf destination,” said Hampton, noting that American-based members play a crucial role in advocating for Scottish golf abroad. The full story is written by Will Clark in The Northern Times.
SUN DAY RED SET TO ANNOUNCE KARL VILIPS AS FIRST BRAND AMBASSADOR
Sun Day Red, Tiger Woods’ new apparel brand, is set to unveil Karl Vilips as its first official brand ambassador on February 18, according to a premature listing spotted on the brand’s website by Golf Channel’s Brentley Romine. A teaser post over the weekend hinted at a new addition, but a Google search result revealing “Karl Vilips – Brand Ambassador” appears to have spoiled the surprise. The 23-year-old Australian, who recently secured his PGA Tour card via the Korn Ferry Tour, is expected to debut Sun Day Red apparel at this week’s Mexico Open at Vidanta after recovering from an injury setback.
Vilips, a Stanford University alum, follows in Woods’ collegiate footsteps and has already been seen wearing Sun Day Red gear during the 2023 Korn Ferry Tour Championship. With nearly 40,000 YouTube subscribers, he represents a young, social media-savvy generation of players, making him a strategic choice for the brand’s launch. Brentley Romine’s full article can be found in Golf Channel.
SCIENCE&MOTION UNVEILS NEXT-GENERATION GOLF SIMULATION AT PGA SHOW 2025
Science&Motion (SAM) took the spotlight at the PGA Golf Show 2025, unveiling an advancement in golf simulation technology aimed at bringing the most realistic putting experience to indoor simulators. By integrating SAM PuttStudio, PLATFORM Golf’s dual-zone hitting-putting system, and TruGolf’s E6 & Apex simulator, the company has created a cutting-edge solution replicating real-world greens within an indoor environment. This three-tiered innovation allows golfers to experience true-to-life slopes, precise putting feedback, and course simulations to offer an all-inclusive experience for professionals, coaches, and club fitters.
The seamless integration of these three technologies offers instant data analysis, real-time ball tracking, and personalized training feedback, making indoor golf more immersive. TruGolf’s high-definition graphics capture every detail of the swing, SAM PuttStudio delivers unmatched putting analysis, and PLATFORM Golf’s moving surface mimics the undulations of an actual course. Full press release from Science&Motion is available here.
GOLF.AI UNVEILS NEXT-GEN AI TOOLS TO REVOLUTIONIZE THE GAME
Golf.ai has launched Ai Caddie™, Ai Scorecard™, and What’s in My Bag™, three groundbreaking tools designed to enhance player performance through real-time analytics, personalized recommendations, and AI-powered insights. Ai Caddie™ provides golfers with dynamic club selection and shot strategy, factoring in playing history, course conditions, and environmental elements such as wind, altitude, and hazards. Meanwhile, Ai Scorecard™ offers live performance tracking with AI-generated insights and trend spotting, launching initially with PGA Tour and LIV Golf events before expanding to other professional and amateur circuits.
The What’s in My Bag™ feature analyzes swing data and club specifications to optimize a player’s equipment setup. It offers tailored club recommendations and comparisons with professional golfers. Golfers can use the tool alongside Ai Caddie™ for a fully integrated experience, refining their shot execution and club configurations. More information can be found at Golf.ai.
R&A AND APGC LAUNCH WOMEN’S AMATEUR ASIA-PACIFIC ACADEMY TO DEVELOP FUTURE CHAMPIONS
The R&A and Asia-Pacific Golf Confederation (APGC) have launched the Women’s Amateur Asia-Pacific (WAAP) Academy, a new initiative to nurture elite female golfers across the region. Funded by Samsung and The R&A Foundation, the academy builds upon the success of the WAAP Championship, which, since its 2018 inception, has provided top amateurs with a direct pathway to major championships. The program offers a week-long training camp with world-class instructors specializing in strength and conditioning, sports psychology, data analysis, and swing technique, equipping young talents with the tools to compete globally.
The inaugural WAAP Academy occurred at Siam Country Club in Thailand in December 2023, ahead of next month’s seventh edition of the WAAP Championship at Hoiana Shores Golf Club, Vietnam. The first cohort featured 13 players from across Asia-Pacific, including top-ranked Malaysian Mirabel Ting and Filipino standout Rianne Malixi, who hold third and fourth place in the World Amateur Golf Ranking (WAGR). Other participants hailed from Vietnam, India, the UAE, Pakistan, and Indonesia, showcasing the academy’s wide regional reach. More information is available through the R&A.
2. CIRCUITS
GENESIS LAUNCHES "CALIFORNIA RISES" TO SUPPORT WILDFIRE RELIEF AT 2025 GENESIS INVITATIONAL
In response to the devastating wildfires that ravaged California earlier this year, Genesis, TGR Live, and the PGA Tour announced the launch of "California Rises," a charitable initiative to aid recovery efforts. As part of the initiative, Genesis has pledged over $8 million in donations, including 100 tournament vehicles and cash contributions to support communities impacted by the fires. The 2025 Genesis Invitational at Torrey Pines served as a platform to highlight the resilience of first responders and affected residents while raising funds for four key organizations: the American Red Cross, World Central Kitchen, California Fire Foundation, and the Genesis Inspiration Foundation. Tournament proceeds, including ticket sales and merchandise revenue, will go directly toward California Rises. Additionally, every birdie or eagle made during the tournament triggered a $300 donation, with a $10,000 contributions made as a result of eventual winner Ludvig Aberg and Keegan Bradley’s hole-in-one at the third hole.
Beyond financial contributions, California Rises recognized first responders’ efforts by providing them exclusive tournament access, including pro-am participation and in-person recognition throughout the event. Genesis also donates SUVs to local nonprofit organizations such as the Salvation Army – Southern California Division, ThinkWatts Foundation, and the Los Angeles Fire Department Foundation to aid relief and recovery efforts. A special "Postcards from the Tee" activation allowed attendees to send thank-you messages to emergency responders to further engage fans. The Genesis Invitational broadcast on GOLF Channel, CBS, and ESPN+ carried stories from first responders and wildfire survivors, reinforcing the tournament’s commitment to supporting the affected communities. Full story on the PGA Tour’s website.
LIV GOLF SECURES ADELAIDE AS PERMANENT AUSTRALIAN HOME THROUGH 2031
LIV Golf and the South Australia Government have announced a landmark agreement extending Adelaide’s exclusive hosting rights for LIV Golf Australia through 2031. The deal, unveiled at the par-3 Watering Hole at The Grange Golf Club, cements Adelaide as the long-term home of LIV Golf in Australia. Premier Peter Malinauskas, LIV Golf CEO Scott O’Neil, and Greg Norman revealed the extension alongside plans for a major redevelopment of North Adelaide Golf Course. The project, to be led by Norman’s design firm, will transform the venue into a world-class public golf facility, ensuring the event’s future growth while enhancing year-round access for local players.
LIV Golf Adelaide has already injected $136 million into South Australia’s economy in its first two years and has gained international acclaim, being named World’s Best Golf Event at the World Golf Awards in consecutive years. The 2024 event drew over 94,000 fans, with 40% of ticket holders travelling from outside the state, reinforcing its role as a major tourism driver. More details are available through the LIV Golf press release.
LIV GOLF SEES TV RATINGS BOOST IN ADELAIDE
LIV Golf experienced a significant uptick in television ratings during the opening round of its Adelaide event, marking a notable improvement from last week’s debut on FOX Sports in Saudi Arabia. According to Nielsen, 114,000 viewers tuned in for the first round at The Grange Golf Club, where England’s Sam Horsfield took the early lead. The rise in viewership comes as a much-needed boost for the breakaway league after its season opener in Riyadh averaged just 12,000 viewers on FOX, with a weekend total of 94,000—figures that fell below expectations for LIV's new U.S. broadcast partnership.
Returning to one of its strongest markets, LIV Golf has capitalized on the popularity of LIV Golf Adelaide, which drew record-breaking crowds in 2024. The league will now look to build on this momentum, with five U.S.-based tournaments scheduled for later in the season, where audience engagement is expected to improve. Whether this early success in Adelaide translates to sustained viewership growth remains to be seen, but the league will welcome the positive trend as it seeks to expand its audience. Full story by Joshua Lees in The Mirror US.
LIV GOLF’S PIF INVESTMENT COULD REACH $5 BILLION BY YEAR-END
The Saudi Public Investment Fund's (PIF) financial commitment to LIV Golf is projected to approach $5 billion by the end of 2025, according to newly filed financial reports from LIV Golf’s UK arm. As reported by Money in Sport, the figures highlight increasing operating losses and continued capital injections from PIF, raising questions about the league’s long-term financial sustainability. LIV Golf’s UK division, which oversees operations outside the U.S., reported revenues climbing from $4.9 million in 2022 to $37.1 million in 2023, largely driven by the success of LIV Golf Adelaide, which accounted for 45% of total revenue ($16.6 million). However, broadcast revenue remained low at just $3 million, while legal and professional expenses ballooned to $15.7 million—nearly matching the PGA Tour’s reported legal costs.
Despite cost reductions per tournament, LIV’s operating losses jumped from $244 million to $394 million last year, necessitating further capital injections from PIF. By December 2024, the total capital invested into LIV Golf UK alone had surpassed $1 billion, with an additional $3.9 billion allocated across its global operations. Given these financial pressures, speculation is growing that PIF governor Yasir Al-Rumayyan’s willingness to negotiate with the PGA Tour stems from the escalating costs of maintaining LIV’s position in the professional golf landscape. The full article from Money In Sport is available here.
LIV GOLF CEO EXPLORES POSSIBLE PARTNERSHIP WITH LPGA
LIV Golf CEO Scott O’Neil has confirmed discussions with LPGA interim commissioner Liz Moore about the potential for LIV to contribute to women’s professional golf. Speaking to Australian Golf Digest at LIV Golf Adelaide, O’Neil revealed that Moore will join him in Miami from April 4-6 to explore opportunities for collaboration.
The idea of an LPGA-LIV partnership isn’t entirely new. In 2022, Marcoux Samaan stated she was open to discussions with LIV about whether it could help grow women’s golf, though she emphasized the need for player and sponsor input. The Ladies European Tour (LET) already has ties to Saudi Arabia’s Public Investment Fund (PIF) through Aramco-backed events, including last week’s PIF Saudi Ladies International at Riyadh Golf Club, which also hosted LIV’s season opener. With ongoing negotiations between LIV, the PGA Tour, and the DP World Tour to form a unified golf structure, women’s golf may soon be integrated into a broader, global golf enterprise. Max Schreiber’s full article is available in Sports Illustrated.
BOSTON COMMON GOLF PARTNERS WITH GOLFTEC TO BRING DATA-DRIVEN SWING ANALYSIS TO FANS
Boston Common Golf has announced a partnership with GOLFTEC to provide fans with cutting-edge swing analysis and data-driven insights to improve their game. As part of the collaboration, GOLFTEC branding will be featured on Boston Common Golf’s competition caddy, while OptiMotion technology will break down matchday swings. This will give fans a closer look at the mechanics behind power, accuracy, and consistency at the highest level. The partnership will also highlight key differences between professional and amateur swings, offering valuable takeaways for golfers looking to refine their technique.
Further strengthening Boston Common Golf’s international presence, GOLFTEC’s parent company, Golf Digest Online (GDO), will help connect the team with Japan’s passionate golf audience, delivering exclusive content and engagement opportunities. With Hideki Matsuyama as a key player, the partnership enhances Boston Common Golf’s appeal in one of golf’s most enthusiastic markets. Additionally, GOLFTEC New England training centers will feature Boston Common Golf branding. At the same time, the team will support New England PGA Tournament initiatives and bring golf to more communities through interactive experiences with Dryvebox, a mobile golf simulator designed to make the sport more accessible and engaging. Full press release available at First Call Golf.
3. EQUIPMENT
BUSHNELL ENTERS BUDGET MARKET WITH NEW A1 SLOPE RANGEFINDER
Bushnell has entered the budget-friendly category with the launch of the A1 Slope, a compact and affordable model priced at $299. Long known for high-end devices that often exceed the $500 mark, Bushnell is now competing in the mid-tier segment where brands like Precision Pro and Shot Scope have thrived. The A1 Slope promises “tour-level” accuracy in a smaller frame, featuring Slope technology, JOLT vibration with PinSeeker, 6x magnification, and USB-C charging. While it lacks the 1,500-yard range and wind/weather connectivity of the premium Pro X3+ Link, it delivers reliable performance at nearly half the price, making Bushnell’s trusted precision more accessible than ever.
The introduction of the A1 Slope marks a significant shift in Bushnell’s strategy. It addresses a long-standing gap in its lineup by offering a cost-effective solution without compromising essential features. The move is expected to appeal to golfers who have previously felt “priced out” of Bushnell’s high-end models. By delivering accuracy and functionality at an affordable price, the A1 Slope could disrupt the budget rangefinder market, providing golfers with a premium brand experience at a fraction of the cost. More information on the Bushnell A1 Slope is available here.
FLIGHTSCOPE UNVEILS i4 LASER RANGEFINDER
FlightScope has launched the i4 laser rangefinder, a cutting-edge device that integrates real-time weather data and AI-driven club recommendations. Unveiled at the PGA Show in Orlando, the i4 goes beyond traditional slope compensation by factoring in ball speed, launch angle, spin rates, air density, and wind conditions, providing golfers with a precise, Effective Playing Distance tailored to their personal ball flight. The rangefinder’s patented Environmental Optimizer (FS EO) continuously pulls real-time weather conditions, ensuring unmatched accuracy in distance calculations and club selection.
A standout feature of the i4 is its Smart Gapping AI Tool, which allows golfers to input carry distances or club launch conditions to generate a personalized gapping report for every club in the bag. Players with a FlightScope launch monitor can seamlessly integrate their data, transforming the i4 into a virtual caddie. In contrast, users of other launch monitors can manually upload their stats via the FS Golf App. Unlike some systems, the i4 requires no additional fees or subscriptions, making it one of the most comprehensive AI-powered golf tools available today.
RRP $499 (£399, €480), more information is available on the Flightscope i4 here.
4. PEOPLE TO WATCH
The Club Management Association of America (CMAA) has announced its 2025 Board of Directors, a group of 13 club management professionals committed to fostering growth and excellence within the club industry. Working alongside CMAA’s 8,100 members, 38 Chapters, and professional staff, the board plays a pivotal role in implementing the association’s Strategic Plan to support club management professionals and ensure the continued success of private clubs nationwide. The 2025 Board will be led by Chair Richard LaRocca, Vice Chair Janine Budzius, Secretary-Treasurer Joseph Krenn, and Immediate Past Chair Joe Mendez. More information on the appointments can be found here.
Foremost Golf, the UK’s largest golf retail and marketing services group, has appointed James Hare as its Business Development Consultant for the North East of England, Scotland, and Ireland. Hare brings extensive industry experience, having built a career spanning teaching, custom fitting, and golf retail management. After completing his PGA training, he served as Head Professional at Richmond (Yorks) Golf Club before taking on the same role at Dinsdale Spa Golf Club in Darlington, where he was later promoted to Director of Golf following a change in ownership.
Hare’s most recent position at Hunley Golf Club, where he oversaw the transition of retail operations from a franchise model to an in-house system, adds further depth to his business expertise. More information is available at Golf Business News.
Golf Life Navigators, the premier online marketplace for private club memberships and golf-centric real estate, has promoted Phil Romano to Executive Vice President of Innovation. In his new role, Romano will lead the company’s efforts in developing advanced consumer data assets and launching a range of strategic tools designed to help partner clubs with long-term planning and membership growth. A recognized leader in innovation and business development, Romano brings deep expertise in technology integration and customer engagement. More information is available through the press release on The Golf Wire.
5. JUST FOR PAID SUBSCRIBERS
CENTROID’S EXIT STRATEGY: WILL TAYLORMADE’S FUTURE BELONG TO KOREAN F&F?
A shockwave from distant Korea has been quietly rumbling through the golf industry—widely discussed yet growing more unsettling by the day.
Here’s the news: South Korea’s Centroid Investment Partners, the private equity firm that acquired TaylorMade Golf in 2021, is now seriously considering selling the prestigious golf brand.
This saga began ten days ago, and since then, it has only gained momentum. Here, we’ll break down everything we know and share our take on the situation:
JAN 8 – NIKKEI ASIA BREAKS THE STORY WITH AN EXCLUSIVE INTERVIEW WITH CENTROID’S CEO
The news surfaced through an interview with Nikkei Asia on January 8, authored by Kim Jaewon, in which Centroid’s CEO, Jeong Jin-hyeok, suggested that the company’s future hinges on the performance of TaylorMade’s newly launched apparel division, developed in partnership with Tiger Woods.
“It’s the first full year since we launched [a new apparel brand] with Tiger Woods. So, I think we may consider exiting after reviewing this performance,” Jeong told Nikkei Asia journalist Kim Jaewon.
Explainer:
TaylorMade Golf is a privately held company and does not trade on public stock markets. In 2021, it was acquired by South Korea-based private equity firm Centroid Investment Partners for approximately $1.7 billion.
TaylorMade Golf is one of the largest players in the golf equipment market, competing primarily with Callaway and Titleist. According to industry reports, TaylorMade held a 22.5% share of the global golf equipment market in the first nine months of 2024, slightly trailing Callaway’s 23.2%. The company has seen impressive growth in its golf ball segment, with annual revenue increasing by more than 20% on average since Centroid’s acquisition. Additionally, TaylorMade’s EBITDA doubled from $100 million in 2021 to $220 million in 2024, indicating strong financial performance.
The next phase of this high-stakes business maneuvering will likely play out behind closed doors. If Centroid proceeds with a formal sale process, industry giants and private equity firms from Asia and the U.S. will likely assess the opportunity. However, unless F&F relinquishes its rights or matches the highest bid, Centroid’s exit strategy may not be as straightforward as it appears.
For now, TaylorMade’s fate hangs in the balance, with powerful financial players positioning themselves for what could be one of the biggest shake-ups in the golf industry in years.
The apparel brand in question, Sun Day Red, was introduced in February 2024, aiming for the premium market with designs inspired by Woods' preferences. However, Centroid’s willingness to sell TaylorMade suggests that they are testing the waters for potential buyers, setting off speculation across the industry.
JAN 10 – F&F CO. LTD ENTERS THE SCENE
Following Nikkei Asia’s report, ChosunBiz published an article on February 10, authored by Noh Ja-woon, detailing the role of F&F Co. Ltd., a Korean apparel company that played a crucial part in financing Centroid’s 2021 acquisition. F&F holds both a right of first refusal—allowing it to match any highest bid—and a consent right, giving it the power to block any deal it does not approve of. This could complicate Centroid’s plans, as F&F Chairman Kim Chang-soo has a strong desire to acquire TaylorMade outright. The article also noted that Centroid is targeting a sale price of 5 trillion won (approximately $3.8 billion), whereas F&F values the company closer to 3 trillion won ($2.3 billion).
Explainer:
F&F Co., Ltd. is a South Korean apparel company founded in 1992 by Chairman Kim Chang-soo. The company specializes in manufacturing and marketing men's and women's clothing, sports casual wear, bags, hats, and other accessories under licensed brands such as MLB, MLB Kids, Discovery Expedition, and Duvetica. More in Forbes.com.
In 2021, F&F participated as a strategic investor in the $1.8 billion acquisition of U.S.-based golf equipment maker TaylorMade Golf, collaborating with Centroid Investment Partners. More in Forbes.com.
FEB 14 – JIM NUGENT, GLOBAL GOLF POST FOUNDER, ANALYZES CENTROID’S SALE AS A STRATEGIC EXIT, NOT JUST A POSSIBILITY
On February 14, Global Golf Post’s Founder, Jim Nugent, analyzed the situation, emphasizing that Centroid’s consideration of a sale is not just a passing thought but the beginning of a structured exit strategy. Industry observers believe Centroid strategically used Nikkei Asia as a platform to announce its openness to bids, signaling a formal sale process. Nugent pointed out that TaylorMade has significantly increased its valuation since its acquisition, driven by strong market performance and strategic growth in golf balls and apparel. However, he also highlighted that the strained relationship between Centroid and F&F could delay the sale, with potential legal battles over contractual rights.
FEB 18 (TODAY) – MAEIL BUSINESS NEWSPAPER (KOREA) ADDS NEW LAYERS TO THE STORY
Adding further complexity, Maeil Business Newspaper reported today that Centroid recently managed to recover some of its investments from previous international disputes in China. The firm’s successful legal battle against Chinese investee companies, specifically in the case of Fujian Gli Biotech Limited, resulted in the recovery of 37.43 million yuan (approximately 7.4 billion won) through an auction of key assets. This marks a significant financial rebound for Centroid, as the legal dispute had been ongoing since 2020.
The arbitration process, filed at the Hong Kong International Arbitration Center, led to a seizure of major assets in 2021, allowing Centroid to reclaim a substantial portion of the initial investment lost in 2017. While some investors had written off the investment as a loss, Centroid continued pursuing the case, ultimately securing an estimated 85-87% recovery rate for its investors. This unexpected financial gain may provide Centroid with additional leverage in negotiations over TaylorMade’s sale, giving the firm more flexibility in setting terms or delaying the process if necessary.
