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Barney Adams Wants To Keep The Golfers We Have

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There was a time in his professional career when Barney Adams sat near the top of the golf industry. His Tight Lies clubs were the darling of the industry and his eponymous company was growing at a profitable rate. That was back in the 1990s, when the combination of the baby boomers’ interest in golf and the advent of the Tiger Woods era gave golf its biggest boost since the 1950s and 60s.

Golfers of that era demanded (or at least we thought they demanded) courses of extreme length, to attempt to match their skills with those of the touring professionals. Many were built to accommodate this desire.

Time travel forward to 2013, where golf finds itself in a different state of grace. Course development in the U.S. has ground to a halt, and golfers are left with tracks that measure 7,200-plus yards. The Tiger impact has nearly extinguished itself and the boomers, sadly, have aged. And Barney Adams has sounded a trumpet blast of reaction to the excesses of the 1990s.

In a brief treatise he titled “A Solution to Golf’s Product Rejection,”Adams reveals a hypothesis called the Tour Test. His proposal would bring skill levels and courses in line, and work to keep current golfers in the game longer.

Adams eschews the vapid distance promotions of extreme courses, opting to focus not on length, but on shots into greens. That’s why he identified specific data on the clubs that male touring professionals hit into greens.

“Tour players will hit 6 or 7 irons into the green 26 percent of the time, an 8 iron 36 percent of the time and 9 irons or wedges 22 percent of the time,” said Adams, who gleaned the data from the PGA Tour’s ShotLink system.

Since amateur golfers typically have much longer clubs into greens and are affected psychologically by forced carries and other hazards that barely attract a touring professional’s attention, the combination of the two elements results in less success and enjoyment from approach shots. The joy born of a successful drive (often hit with an expensive driver) is offset by weak play into the green.

Amateur golfers, not touring professionals, drive the economic realities of the game. Golf now more than ever needs to direct its focus toward the amateur golfer and make the game enjoyable. Initiatives like “Tee It Forward” and “While We’re Young” promote themselves as bettering the game, but they don’t go far enough. After a thorough read of Adams’ treatise, it becomes quite evident that it’s not where you start the hole that matters, but the point from which you approach the green. Adams has determined that the magic bullet is the 8 iron. If an amateur golfer is able to hit an 8-iron (often an amateur’s favorite iron) 36 percent of the time into the green, success and enjoyment ensue.

Adams dreams of relocating yardage disks away from an emphasis on 150 yards, down to 135 yards, the average 8-iron distance of the male amateur golfer (he has similar data for women). He envisions the twin end results of his labors, neither of which he directly mentions in his monograph:

“The first is the issue of slow play; very simply, if golfers learn to play from the correct approach area play will speed up,” Adams said. “I realize slow play is a study unto itself, but this movement is definitely on the right side of the equation. The second is cost; I believe in value. Once you get courses playing correctly, you’ve increased value. The marketplace will determine actual cost far beyond any words by me.”

Throwing money at a headache is a basic and doomed approach to problem-solving. Adams prefers to break down the entire situation and determine the best element to target to resolve the dilemma. If American golf can trust itself enough to try the Adams Tour Test approach, it just might find the cure (rather than the panacea) it desperately needs.

Ronald Montesano writes for GolfWRX.com from western New York. He dabbles in coaching golf and teaching Spanish, in addition to scribbling columns on all aspects of golf, from apparel to architecture, from equipment to travel. Follow Ronald on Twitter at @buffalogolfer.

37 Comments

37 Comments

  1. Golfer X

    Sep 6, 2013 at 8:42 pm

    Way too easy, have a marshal, actually knows the game; tell him to kick a the foursome off the green when they start to plumb-bob a 4 foot putt. That’ll will get some action.

  2. Ronald Montesano

    Sep 2, 2013 at 7:37 am

    I played a two-man scramble this weekend. I am a 5 and my teammate is a 10. The event was won by two guys who must have a combined 5 between them. Two divisions and we fell at the bottom of the upper division. Our score would have won the lower division. Sometimes there isn’t a place for you and you play for love and competition.

    In the case of tee decks, there always is a proper place for you. If ego gets in the way of enjoyment, you lose. The scorecard (outside and in) cares only about the number you write down. Hitting a 240 yard approach that you can’t handle has little chance of elevating your esteem nor relieving tension. I’m told recreation is meant to do both.

  3. Sean

    Aug 25, 2013 at 5:16 pm

    I see the majority of golfers hitting fairway woods and hybrids into par fours. I ask myself, “How much fun can that be?” How often will the golfer have a birdie putt hitting those clubs into par fours?

    Yet, they persist playing from tee boxes too far back. It has nothing to do with handicap, it does have to do with how far one hits the ball.

  4. Ronald Montesano

    Aug 24, 2013 at 9:58 pm

    The USGA is, in many ways, like the Vatican. You’ll not see it part with money. The bonus proposal is rife with potential for fraud.

    Poor play is not enough to convince people to move up a deck.

    I agree that moving up brings a different set of hazards into play, or at least a different look to the course.

  5. Matt

    Aug 24, 2013 at 9:55 pm

    Sure the average male golfer may hit an 8 iron 135 but ask that same male golfer how far he hits it and he’ll say 150 plus every time. The problem isn’t the length of golf courses from my experience they all have multiple tee’s to choose from but instead the fragile male ego. I’m a low handicap golfer with length similar to touring pro’s so naturally I play the back tee’s most of the time. Whenever someone joins up with me 90 percent of the time they play the back tee with me when they have no business being back there. I always tell them play whatever tee they’re comfortable with but once again that fragile male ego gets in the way. Sometimes I’ll move up just to make things easier on them.

  6. ABgolfer2

    Aug 24, 2013 at 8:35 pm

    Not rocket science. Encourage people to keep an index and play competitions. They’ll soon find a set of tees that works for their game. Want to get more people through the gates ? Have two shotgun start tee times per day and everything else is twilight at reduced rates. The best part of this article is the Barney Adams quotes were text not audio.

  7. mr_divots

    Aug 24, 2013 at 3:18 pm

    I have to say, one of the longest rounds I had this year came on one of the shortest courses I play. The COURSES need to do a MUCH better job of managing play and how they put golfers out on the course. This particular instance, they had the mens club and two womens clubs playing matches, with 8 minutes between them and general public play. 6200 yards took 5.5 hours. I don’t care what tees you play from that course, it should take no more than 3.5 hours to play such a track. That’s all on the courses trying to rake in as much money as possible in a down economy without much of an eye to the furture and what kind of experience they are providing presently. Everyone is scared to death to tell people to pick up the pace for fear of REVENUE loss.
    Approach this angle and we may get somewhere.
    USGA “Fast Play Rewards?” Finish in sub 4 hours and get $10 off your next round? That’s my idea anyway. USGA can do something with all their club approval profits and tournament cash and skip the private jets, thank you.

  8. Isaac Ward

    Aug 24, 2013 at 1:11 pm

    Totally agree with Zeeraq. Courses should ask for your handicap when you reserve tee times and then have the starter enforce them on the first tee.
    0-2 Black Tees
    3-10 Blue Tees
    11+ White Tees
    Seniors with anything over 9 HCP – Gold Tees
    Women and Juniors with anything over 9 HCP – Red Tees

    • Joe

      Aug 25, 2013 at 7:39 pm

      Can’t agree more.. Look I’ve been a teaching pro before, I’m currently a trunk slamming pro.. And I’ve send a ton of great players, and a ton or terrible players..
      In my opinion women shouldn’t be allowed to play until after noon unless accompanied I a man.. Men should not step foot or be allowed on a golf course until they’ve reached an 18 handicap or better and been prepped on etiquette and rules

      • Joe

        Aug 25, 2013 at 7:48 pm

        And why is it so important to grow the game… If you think the game is struggling your insane, we need less people showing up eventually searching for their pinnacle ball in the thick grass like its a family heirloom

  9. Matt

    Aug 24, 2013 at 12:59 pm

    I am a pretty descent golfer and I play a course where there are tips (black) back (blue) front (white) and red (women, seniors and if there is a day when I am not feeling like I am going to spank the ball I move up one set to the whites. This is not to speed up the game but to face reality for myself that hey I may not do so good from farther back today.
    As for making a requirement for a handicap card, move to another country that is not a free nation. Elitist attitudes like that help to kill golf interest. not one of us came into golf a pro and we should embrace new golfers and help them with their games, help to build confidence and be good sports to one another. This attitude of if you suck then you cannot be on my golf course is sickening to say the least and down right disturbing. I have seen golfers in front of me and behind me that were not very good and I asked if I could play through and did just that and that speed up my game.
    Golf is indeed hard, frustrating and time consuming but when I pay my fees and want to enjoy said paid for recreation time do not try to act like you are Tiger Woods, instead have some class and help the game. Just my two cents, from a golfer who at one time sucked lol.

  10. Jesse

    Aug 24, 2013 at 11:39 am

    Im the opposite, I find if I move up I struggle more and don’t enjoy it as much. If I play forward one tee it brings all the trouble within reach of my tee shot which is the way most courses are designed to do. I live at sea level and avg only 260 a drive so i play the tips and am usually short of trouble which allows me to score better, and in turn play faster. I would much rather hit a 5-6 iron from fairway or rough then a 7-8 iron from the bunker, or having to hit a wedge to lay up due to the bunker lip, or dropping cause I reached water.

    • Larry Sherer

      Aug 25, 2013 at 2:09 am

      Ever think of hitting a 3 wood or less? I play alot of public courses and a 260 drive puts anyone in short to mid iron range from the blue tees, white tees would puts a wedge in the hands on most 4 pars….only problem I see with a 260 drive is most guys hit it 220 and call it 260. When sky csddie first came out we all saw alot of 300 yard drives become 260…

  11. Ronald Montesano

    Aug 24, 2013 at 11:12 am

    So my take is…this is not controversial at all?

    Seriously (mighty ha-ha!) thanks for the input. There is no perfect approach to growing the game, keeping the golfers we have, adding new golfers. Every leisure activity takes away from another, so unless we eliminate competing leisure activities or bring people into the golf industry workforce, the game will struggle to add people (as with every other biz.)

    Matt…sorry, I’ll try to improve my writing~
    larrybud…you get it~
    8thehardway…I will get at those figures and get back to you~
    Zeeraq…I love the idea, but it plays out as despotism. Folks in a free society don’t want to be told where to…anything~
    J…true words, easier spoken than implemented. Some dudes and chicks want to chill on the course and have no interest in rushing their leisure~
    The rest of you…The idea is a psychological one. Get people thinking 135, not 150. Each course can figure it out for itself. The most economic is to move tees up a half to full deck. As with this forum, owners should poll their players/members to solicit advice for a solution.

  12. 8thehardway

    Aug 24, 2013 at 7:05 am

    If people go this route…
    Sales of new Tight Lies clubs plummet
    9-hole Executive courses crack Golf Digest top 100 courses list
    95-year-olds get back into golf and play from the 5,000-yard ‘tips’

    And why only publish the ‘male touring professionals’ comparison… what clubs do LPGA and Senior pros use for their second shots 85% of the time? Any gold in them nuggets of info?

  13. Zeeraq

    Aug 24, 2013 at 2:45 am

    How about this: have a maximum handicap for each tee box. Before the round, players would have to show a handicap card to validate their playing the back tees. No handicap card, move to the forward tees. It would speed up play and encourage more players to keep a handicap index. Should be interesting to see this implemented at a course as a test run.

    • larrybud

      Aug 24, 2013 at 9:29 am

      So what do you do about the 95% of the players who don’t have handicaps? As a course owner, are you going to turn them away?

      Sounds like a great plan to grow the game!

      • Zeeraq

        Aug 25, 2013 at 2:18 am

        Oh for the love of… okay genius, let’s look at this little quote from my comment: “No handicap card, move to the forward tees”. Can’t be sarcastic without the basic 1st grade reading skills to back it up, buddy. It’s not a good look.

        • Ronald Montesano

          Aug 25, 2013 at 1:40 pm

          It still comes down to enforcing it. If your course charges $50 a round and you turn the foursome away, you lose $200 plus any other sales (beverage cart, pro shop, grill room) you might have made. Ideally, your way is the way.

  14. John

    Aug 24, 2013 at 1:18 am

    this won’t do anything to increase course development nor bring more players to the game. economics has more to do with why growth stopped than 7200 yard courses. fix the economy (put more money in people’s wallets) and folks will spend more time on recreation. hope you guys don’t put too much effort into the shrink every course down to 5500 yards approach.

  15. Garry Aynbinder

    Aug 24, 2013 at 12:26 am

    I don’t see how teeing it forward or rushing people on the course is going to grow or improve the game….no question the game IS growing….the issue with golf is one that transcends the game and is almost a reflection of life and society itself….still to this day golf is expensive and time consuming and most people don’t have much of either to invest to try and get good at this crazy game.

    • wcavanau

      Aug 26, 2013 at 11:48 am

      Sorry, but the game isn’t growing. Look at the participation reports and the rounds played reports.

      • Garry Aynbinder

        Aug 27, 2013 at 12:59 am

        You need to get out of your box…golf is now in the Olympics…and courses are going up left, right and centre…around the world…just because its not happening in your backyard doesn’t mean its not happening…also more money in the game…and look at the quality of amateur players from around the world…ask guys like Nicklaus, Palmer and Woods if the game is growing….stats…ha..

  16. J

    Aug 23, 2013 at 11:08 pm

    Move up.

    Speed up.

    Thanks for the innovation.

    I’m stunned no one else has thought of those two mysterious concepts.

    Bravo.

  17. Matt

    Aug 23, 2013 at 10:52 pm

    You are a horrible writer.

    • John Smith

      Aug 24, 2013 at 8:41 am

      Actually, his article is extremely well written. If you don’t like the message or content, say so, or better yet, attempt to articulate your own wisdom on WRX. Would be amusing to measure your confidnce level once exposed to your peers.

  18. Jack

    Aug 23, 2013 at 10:36 pm

    The reason why so many of us love the game drives people away. It’s a hard game to play. Maybe have handicap requirements for courses. If you suck, go play an easier course. Just teeing it closer doesn’t make a par 3 with elevation change and a valley in between any easier for poor players.

    • Jordan J. Caron

      Aug 24, 2013 at 12:47 am

      I’m with you here. Most golfers should really stick to executive and 9 hole courses before they step foot in tougher courses. It’s almost like having minor leagues for golf. But not many courses would be thrilled with the idea of turning away paying customers.

    • Larry Sherer

      Aug 25, 2013 at 2:03 am

      Your talking about a course going private…public courses need paying customers and 70% minimum tee times filled, so requireing only people that play fairly well will never happen…

  19. CLIFF

    Aug 23, 2013 at 10:14 pm

    The only strategy actually revealed was have markers for 135yrds. How exactly does that that get people hitting 8 irons into the green? Does the article fail to actually describe the Adams Tour Test Approach or does the the ATTA fail to provide any ideas? Honestly im not entirely sure. If this genious idea has something to offer other then dont play from the tips, and play fast im not so sure its going to be a hit.

  20. Jeffrey

    Aug 23, 2013 at 10:12 pm

    His thought was for you to move forward a tee box or two. If the courses put more focus on 135 yards vs. 150, people would be more likely to enjoy the game. My two cents would be this, move the tees up on the weekend one box. There are those morons who have to play from the tips. I can’t remember the last time I saw a guy playing from the tips at my course that had any business being back there. Put the pins in the center of the greens. Lastly, and most importantly, clubs need to space out the tee times, having a foursome tee off on one, the very split second the group in front of them is out a driving range, is a nightmare. There is nothing worse to hurry up and wait.

  21. Blanco

    Aug 23, 2013 at 9:29 pm

    So what is the actual approach/strategy that will have us all hitting more 8 irons into greens? That’s not clear whatsoever.

    • Jordan J. Caron

      Aug 24, 2013 at 12:45 am

      I’m left thinking this as well.

      Out of all the technological advancements we’ve seen in the last 30 years, this game is still hard as hell. That’s the first thing that deters people from playing and getting hooked.

      The second is the time. Regardless of the speed of play a 4 hour round is at the minimum still a 5 hour round by the time you add in travel time and warm up.

      Thats why I believe there needs to be more initiative from the executive courses to market themselves better. People think golf is expensive because they only think the 18 hole 7200 + yard championship courses are the only option.

      But the 9 hole and executive courses have a huge opportunity. Since most new and casual golfers don’t care about the rules, they should be able to have illegal equipment (larger driver heads & balls that spin less and fly further) and hit to larger cups.

      In the end the game needs to be more affordable, easier and less time consuming to gain new golfers. I think the idea above increases the chances that new and casual golfers might play more.

      • frank

        Aug 25, 2013 at 8:06 pm

        The key to getting to the right area of approach is teeing the ball up from the correct tees. I personally tee it up from the whites even though I could easily play from the blues or blacks. By doing so I club down to my 3 wood a lot more. That allows me to hit more fairways to a relative p-7 shot into the green. I put my ego aside a long time ago in order to have more fun and get home before my wife gets mad.

    • wcavanau

      Aug 26, 2013 at 11:46 am

      He is an advocate for the “tee it forward” campaign. I’ve read this same logic for moving up to tees that give you 7 and 8 irons into greens instead of 3 and 4 irons.

  22. Martin

    Aug 23, 2013 at 9:05 pm

    Makes a lot of sense.

    • Jlwctn

      Aug 24, 2013 at 11:42 am

      It’s all about hitting the green so that you can putt and get on to the next hole. Playing wedges out of the rough and the bunkers slows the game down, especially when it’s done by people who never practice it. 2 or 3 to get close to the green, 2 or 3 to get onto the green and 2 or 3 putts… Recipe for a long day…

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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