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Tiger launches a new company called TGR, “could” enter the golf equipment business

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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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28 Comments

28 Comments

  1. Stevie washington

    Dec 12, 2016 at 12:00 am

    Do you sell single baby female tigers ????? And how much it cost?

  2. Dave r

    Oct 19, 2016 at 8:18 pm

    Ya gotta love it .

  3. Jack Nash

    Oct 19, 2016 at 2:07 pm

    If he gets into the equip. game will he be selling wedges?

  4. James Hungelmann

    Oct 19, 2016 at 1:48 pm

    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.

    • Matty716

      Oct 19, 2016 at 5:02 pm

      Hello, my name is James Hungelmann and I, am a hater! lol

    • Guia

      Nov 27, 2016 at 11:01 pm

      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.

  5. Nath

    Oct 19, 2016 at 7:46 am

    No hard to turn TM to TW

  6. ETW

    Oct 18, 2016 at 2:33 am

    Why isn’t it ETW, as in Eldrick Tont Woods? The Tiger era is over. Move on.

  7. anon

    Oct 18, 2016 at 12:44 am

    Wasn’t “Tiger Woods Ventures” the reason for his failed marriage?

  8. Jack

    Oct 17, 2016 at 11:15 pm

    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.

  9. Mark

    Oct 17, 2016 at 9:12 pm

    Sounds like Greg Norman at the end of his career – trying to sell us on the idea that success in business is as good as success on the course.

    • Chuck

      Oct 18, 2016 at 11:32 am

      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.

  10. Golfer

    Oct 17, 2016 at 8:43 pm

    He’ll probably have Miura make the irons and stamp tigermade on them too!

  11. Pingback: Tiger launches a new company called TGR, “could” enter the golf equipment business | Swing Update

  12. ooffa

    Oct 17, 2016 at 3:45 pm

    Will he sell branded steroids?

  13. farmer

    Oct 17, 2016 at 3:40 pm

    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.

    • James Lahey

      Oct 18, 2016 at 2:18 pm

      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…

      ~JL

  14. Tom D

    Oct 17, 2016 at 3:03 pm

    This move also removes, or at least abstracts, the somewhat tarnished Tiger Woods name from business entities.

  15. Boobsy McKiss

    Oct 17, 2016 at 2:28 pm

    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.

    • George

      Oct 17, 2016 at 2:34 pm

      if you remove the I and E from Tiger you get TGR. TGR stands for Tiger

  16. Mad-Mex

    Oct 17, 2016 at 2:23 pm

    Where did the 57 likes come from?!? Had he done this couple of years ago, maybe, now? Bust

  17. Tom.

    Oct 17, 2016 at 1:41 pm

    better wait til after the election.

  18. Cukoo

    Oct 17, 2016 at 12:58 pm

    The wonderful thing about Tiggers…is I’m the only one

  19. cgasucks

    Oct 17, 2016 at 12:50 pm

    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.

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