Tiger Woods announced the launch of TGR: a new umbrella company for his business and philanthropic interests. Woods told Fast Company he’ll serve as chairman of TGR and plans to be involved in day-to-day decisions.

While all of Woods’ existing ventures will be housed inside TGR, the company is also poised to expand into other arenas, including, possibly, equipment. Jeff Kempler, COO of Sub Rosa, who assisted TGR with strategy and branding, told Fast Company, “The Nike change [exiting the equipment business] opened a previously unplanned-for opportunity.” Kempler’s statement will certainly fuel rumors that Woods is involved in the purchase of TaylorMade from Adidas.

As a component of the rebranding, Woods’ current enterprises will be renamed. For example, the Tiger Woods Foundation will still exist, but the associated educational program will now be called TGR Edu.

Tiger Woods' TGR business card. (via the Fast Company article)
Tiger Woods’ TGR business card. (via the Fast Company article)

The tournament management element, which has been housed under the Tiger Woods Foundation, will now be called TGR Live. Under TGR Live’s dominion: Three PGA Tour events (Quicken Loans National, Genesis Open, Hero World Challenge), as well as the Tiger Woods Invitational and Tiger Jam.

Not surprisingly, Tiger Woods Design will become TGR Design. Woods has designed two courses—El Cardonal in Cabo San Lucas, Mexico, and Bluejack National in Montgomery, Texas—as well as projects underway in the UAE, Mexico and China.

The Woods restaurant concept will also be folded into TGR. And the Woods Jupiter may be the point of departure for TGR’s first effort as the restaurant concept could prove viable elsewhere. “The [concept] is already in demand in several cities,” Woods said. “We are evaluating which ones [would] make sense if we expand.”

With respect to staying on top of a portfolio of business interests once he returns to golf, Woods said, “It goes all the way back to how I was raised. In the military, they have a saying, ‘Train hard, fight easy.’ You’re going to master your craft if you approach the mind-set and method properly.”

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  1. Can’t Break 90 on the PGA tour, and fumbling for meaning in life. So what to do?

    Start a new company, with a new brand, with no clear specific mission or vision other than to have it be essentially a holding company for scattered accumulations he already has.

    And ‘possibly entertainment’ and ‘possibly golf club manufacturer’? When you come out with a new brand, you don’t say ‘possibly’ anything. You’re clear, precise, impactful. Classic case of what not to do in branding.

    And, let’s see, Nike flopped badly, but TGR might take it on? Don’t think so.

    An unfocused over-broad master brand with no meaning completely sabotages value of existing brand, uh, “TW”. The new logo is stupid looking and signifies nothing by its appearance.

    And this guy is gonna be the Chairman? High school educated. And “personally involved”? That doesn’t inspire confidence. And undoubtedly is bullshit. He still has that hack agent, any truly innovative opportunity will get squashed by threatened yes-men handlers.

    Question: what golf club manufacturer would pay or even want Tiger Woods to play their equipment?

    How far he has fallen. And no one to turn to – too much money and arrogance. Sad really.

    • You pontificate much on what you do not know. You have no idea if he has the personnel that have the experience to start/operate a new company, you have no idea of what his education is (there is education other than HS or college). You have no idea about his mental state or how smart or dumb he is. YOU JUST PLAIN HAVE NO IDEA.

      That said; IMO, if he were to purchase Taylor Made or any golf company it is a mistake. Although, he was a heck of a player his generation of fans are getting older, the newer generation of golfers now have newer golf heroes. Also, the market of new golfers has shrunk.

      Nicklaus, was considered in his time the best to have ever played, his equipment company never prospered, and never gained popularity. I don’t think Tiger will do any better, he might do better going into the condom business.

      I am a Tiger fan, and not a hater, but time and fans have a tendency to move on.

  2. That’s probably what’s going to happen. Why do all the work and take all the risks when you can just sit back and count the cash? Get people to sign on while his name still has the pull to make people buy.

    • Greg Norman was actually brilliant. He made a fortune by taking, and then selling, a large stake in Cobra. Greg Norman is the “Jack Nicklaus” of golf equipment business. And Jack Nicklaus, who took over the old Toney Penna factory and turned it into his own equipment company, which mostly folded, is the Greg Norman of the equipment business.

      Arnold Palmer made a lot of money off endorsing equipment, but not a lot off making equipment. Ben Hogan made money off the sale of his company (to AMF? I think so), but he’s sort of the exception that proves the rule. There is a reason why a very cool clubmaker like Scratch couldn’t make it, and why a huge conglomerate like Nike got out, and why adidas wants to dump TaylorMade, and why Acushnet gets passed around among Asian stock owners; the golf equipment biz is a tough biz.

  3. There’s about a 60% failure rate for restaurants, but maybe there is a never ending market for upscale steakhouses. Nike and Adidas can’t make money on clubs with endlessly deep pockets, but Tiger is going to make it work? Tigermade? Good luck with all this, bit it is possible to get stretched too thin.

    • I couldn’t agree more. He’s jumping in as the leaders are jumping out. I guess he’s tired of holding onto his money. Looks like the stresses of life have finally started to catch up to the man we all once thought was invincible…


  4. So wtf does the ‘R’ stand for in the name? His website designer still sucks. For the money he has, I would expect something more from whatever agency he’s working with. Looks more like he hired a friend to design it over the weekend.

  5. Not really news…he’s just rebranding his business interests and his charities to simplify things. So if he wants to get into the equipment business, the stage is already set.