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An Open Letter to Gear Heads

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Back when Tiger Woods was golf, I played a round with a very nice man who hit the ball about 160 yards with his driver, lost half a dozen golf balls and whose greatest pride in the game of golf was that he played the exact same clubs as Tiger Woods.

Because of my playing companion’s spending behavior, and many other golfers like him, club manufacturers invest millions of dollars on endorsement contracts and advertisements that feature famous golfers. By showing that that these professionals use their products, companies are trying to convince us to use them, too. But is this the best way to sell clubs… or the best way to buy them?

In 1996, looking to reproduce the business model it pioneered with Michael Jordan, Nike signed Tiger Woods to a $40 million endorsement contract and entered the golf market. Capitalizing on Tiger’s success, the company launched a golf ball in 2000 and golf clubs in 2002. Tiger went on to win eight major championships, 14 World Golf Championships and 50 PGA Tour events with Nike Golf clubs, and Nike Golf became synonymous with Tiger Woods.

Between 2002 and 2013, to further support its brand in golf, Nike signed dozens of other talented professional golfers to endorsement contracts. Its biggest signing came in 2013; the company pulled off what many saw as a coup in the golf equipment world by signing Rory McIlroy. Nike Golf now had the two best golfers on the planet under contract, and it seemed primed to become the leader in golf equipment sales. Not even four years later, however, Nike announced that it was exiting the golf club business.

What, if anything, can my playing companion and the rest of us learn from Nike’s history in the golf club business? Is it possible that selling and buying clubs based on celebrity endorsements is not the best way to do business? Based on the behavior of the other golf equipment manufacturers, the answer seems to be a resounding “no.” Club companies still sign golfers to endorsement contracts, of course, but they are marketing their clubs more and more on technological improvements and using launch monitor data to support their claims.

But what technological details should we care about? Does it matter that pros hit the ball farther with a new club or that it was designed in the same wind tunnel as a jet?

The only thing that really matters for golfers is to compare the shots they hit with their current clubs to the shots they hit with new clubs, and the best way to do that is by testing clubs on launch monitor. So the next time you’re interested in new gear, make sure to put the endorsement contracts and advertising aside. Go do some launch monitor testing with your current clubs to see if new ones offer a tangible benefit.

Lyndon Wilson, a club fitting expert and owner of Studio360, is a 14-year veteran of club fitting. He now works with everyone from average golfers to elite players, including the No. 2-ranked golfer in the Rolex Rankings Ariya Jutanugran and dozens of other PGA and LPGA tour players. He calls fitting “crucial” to the process of buying new equipment.

“A proper fit can increase both accuracy and distance, which is only going to make golf more fun,” he says.

There are currently a lot of buzzwords when it comes to golf equipment fitting, and they have a lot of golfers confused. That’s why it’s important to resist the urge to try and fit yourself; it’s really hard for average golfers to know exactly what they need to play their best.

Bill Holbrook, a representative of Cobra-Puma Golf and a 2015 National Sales Associate of the year, says many golfers focus too much on lowering the spin rate of their shots. He says it stems from the strides golf equipment manufactures have made in creating lower-spinning clubs in recent years and their intensity in marketing them.

“For people with speed, [lowering spin] has been a huge help,” Holbrook says. “But for a lot of players, it’s not. These players need to be fit to ensure they have the right variables to maximize distance, which often means more loft and a softer-tip shaft.”

A good starting point in a fitting is looking at the three major keys to ball flight: ball speed, launch angle and spin rate. It’s also a good idea to look at the axis tilt of the golf ball, as straighter-flying shots tend lead to more birdies than crooked ones. And of course, you’ll want to keep an eye on the balance of carry distance and roll out.

To make sure your launch monitor data is accurate, you’ll also want to do your testing on a top-notch launch monitor (the best fitters almost always use either FlightScope, Foresight or Trackman). If the data demonstrates that one club performs significantly better than another, that’s a compelling argument to purchase a new club. This goes for your wedges and putter, too!

For quite a long time on the PGA Tour, a top-10 money winner used game improvement irons designed for higher-handicap golfers. His friends may have looked at him funny, but those were the clubs that work best for him. Most golfers won’t ever make a living playing the game, but we all enjoy golf more when we play better. That likely means you’re not going to be playing same clubs as Tiger, Rory or any other Tour player.

Happy Testing!

B.M. Ryan, an entrepreneur and scientist, is a passionate golfer who loves his local muni. Armed with a keen interest in the game, a large network of friends in the industry, Brendan works to find and produce unique content for GolfWRX.

32 Comments

32 Comments

  1. Barry Evans

    Mar 18, 2017 at 10:06 am

    What is more important:
    The clubfitter or the clubfitter company?

  2. Kourt

    Mar 10, 2017 at 8:42 pm

    I’d have to agree completely. I take money every week from guys playing blades even when my game is off because my minor misses are still close. And I know I could play blades and still win, but the off center hit performance of game improvement irons is just too good to play without. Now I agree that no iron looks at sweet as a classic blade and if u want the looks more than performance then more power to ya. But The people claiming that blades are better to play are absolutely nuts. If a blade truly offered more “precision” than a cavity back club then why are those same people playing blades also playing drivers at 460 cc? If “precision” came from a harder to hit club they should be hitting old persimmon wood clubs that aren’t as forgiving, yet they choose to use a maximum game improvement club in a 460cc driver and probably use a spider high moi putter too Haha.

  3. JThunder

    Mar 10, 2017 at 8:02 pm

    Yes, fitting is extremely important to get the most out of your game.

    It’s extremely unlikely a high percentage of less-than-avid golfers will ever get properly fit for their clubs.

    It’s extremely unlikely that anyone who frequents Golfwrx is unaware of the importance of fitting, or of the unimportance of playing the same clubs as your hero.

    In the US, and many other parts of the world, our hero worship of and obsession with celebrities and athletes is far out of control. I would ever-so-humbly suggest that buying Tiger-spec clubs is among the utmost benign symptoms of this disease. (I take greater issue with their funneling hundreds of millions to millionaire players while their worldwide employees work in sweatshops and their first-world employees get laid off, for example).

    Telling also that here again we see celebrity worship held so high over the value of educators.

  4. JThunder

    Mar 10, 2017 at 7:56 pm

    “whose greatest pride in the game of golf was that he played the exact same clubs as Tiger Woods” –

    so, the author clearly states this was the man’s “greatest pride”, and then he explains how wrong and misguided the guy is.

    Is he playing golf? Is he having fun? Will he come back?

    And you’re suggesting “growing the game” by taking that away from him?

    No wonder things are in the state they’re in.

  5. Murdock

    Mar 10, 2017 at 7:22 pm

    What I don’t get, is that the pro’s always say “get fit” for your clubs. But, if you’re whole heartedly working on your game to improve, your “fit” might change in the matter of days or weeks, depending on swing changes. Of course, your body characteristics (i.e. height and arm length) won’t change, but your swing plane, impact position and club path among other factors certainly will! So, then at what point do you Mr. Golf Fitter, recommend we get fit? When we have the money, or when we’ve ironed out the issues with our swings?

  6. ahw74

    Mar 10, 2017 at 12:45 pm

    I was a huge Nike Golf guy, it suited my eye and worked for me, that being said I really feel like the difference between the major brands in the GI area is like the difference between a Camry and an Accord. I also think if you can’t break 100 you shouldn’t be in blades.

    • JThunder

      Mar 10, 2017 at 7:53 pm

      People played “blades” (or musclebacks) for the first 500 years of the game, and apparently enjoyed it enough for the game to survive. If a 30 hdcp wants to play MBs, then they should – it’s their money and their leisure activity. The mistake so many people make in their judgement of other peoples’ decisions (apart from their need to judge other peoples’ decisions) is to judge others’ behaviors based on their own value systems. Not everyone determines their enjoyment of golf based primarily or only on their score. If they did, it seems likely that far fewer people would play the game, given the average golfer’s score and the fractional percent who are scratch or better.

      Playing MBs might drive some percentage of people away from the game, if they had no other option. Likewise, playing offset shovels would drive some people away too. Options exist for a reason, and others’ reasons may differ from your own.

  7. golfraven

    Mar 9, 2017 at 4:56 pm

    I went to a golf show recently and was looking around. Went to Ping stand and asked the dude to show me the i200s and iblade – told him I game older i-series and was looking to uprade. He pulled 2 clubs out of the bag and I started hitting without any warm up. He called the numbers and balls were flying 15-20 yards short what I am used to with my clubs. Looked at the shaft and those were stiffer what I usually game. Anyway once I was warmed up he handed me a G model with a graphite shaft in regular and told me to hit. Of course those shots were going much further and within a meter dispersion. Was not bothered to give me the right shaft with the other models. That was my worst experience when “testing” clubs and little to say I will not buy Pings again. I have a judgement level of my abilities and when a rep is a d… and treats me like a beginner I take offense.

  8. Nath

    Mar 8, 2017 at 4:00 pm

    Your like the guy at a retail store that tried to fit me into srixon z355 irons with nippon 950 reg shafts std length and lie, said i should never to look at what the pros have, its not for me, blah blah. He even said i have the 120s and they are not for you. Lol he knew me for all of 5 mins. i went ahead with my own plan trusting my own instinct z745 nippon modus 103 x 2*flat + 1/2, these things are dangerous. and have shave half a dozen strokes. Never hit more greens. Good job at helping people out bud

  9. Skip

    Mar 8, 2017 at 1:40 pm

    LOL getting fit on a “FlightScope, Foresight or Trackman” hardly ensures accuracy.

  10. Sam

    Mar 8, 2017 at 1:31 pm

    IMO i think fitting is just a money grab from the PGA pro side. I got fit into Project X from a fitting session based on outdoor Trackman numbers, but i liked golf less and less after playing with those. Went back to my S300s, nothing is optimal anymore but love the feel.

    Also most of the high cappers would see the same results using “GI” or “players” clubs, a scoop or fat shot is still a scoop or fat shot with either.

  11. TR1PTIK

    Mar 8, 2017 at 1:30 pm

    The #1 reason Nike’s advertising model didn’t equate to a larger share of the marketplace is simple. To be like “Mike” I only had to spend a couple hundred bucks (if that) for a pair of shoes – maybe more if I wanted the jersey. To be like Tiger, I’d have to pay at least 10 times that amount. To top it off, I still wouldn’t have his one off clubs – glued hosel driver and fairway woods, specialized putters and irons. If I’m going to spend that much on golf clubs they had better be the best available for my game or I’m not buying.

  12. helloooo

    Mar 8, 2017 at 1:12 pm

    Mr Ryan,
    Regarding the man with TW clubs.. It’s like you are saying a guy shouldn’t buy a pair of Jordan sneakers because he’s not even good at dribbling..
    For Nike’s effort to sell more clubs by signing huge endorsement deals with TW and RM, your view seems to neglect the fact that that effort is what brings money into the sport and grows it.
    Without support of freely buying whatever you want to buy, (be it for improving your game or making a weekend golfer feel a bit more tied to the “now-ness” of the game by purchasing the latest.) the industry will get even smaller.
    It’ll turn in the direction towards something like the sport, Curling. Expensive to play, expensive equipments, with no market.

    • HUH?

      Mar 9, 2017 at 10:13 am

      Hello helloooo,

      I didn’t read anywhere where the man said you couldn’t buy whatever equipment you want unless you were capable of actually playing the game well. I think the only point he was trying to make was that matching equipment to fit the way we swing the club is a good idea. The “golf industry” is a lot of things ranging from stuffed animals and pointless trinkets to playing lessons, lawn mowers and sprinkler heads. Just because you buy golf clubs that fit your swing doesn’t mean that the entire golf industry is going to suffer – just like wearing a hundred percent polyester polo with an unfortunately large logo emblazoned on it is going to help enrich it.

    • Brian

      Mar 9, 2017 at 6:04 pm

      Sneakers and golf clubs are a lousy analogy. A pair of Jordan’s or a pair of Adidas won’t make a lick of difference to your hoops game. Trying to play Mizuno MP4s vs. Ping G-Max? Huuuge difference.

  13. Sam

    Mar 8, 2017 at 11:01 am

    I would agree that having your clubs fit properly to your swing to help you play your best, but I would think that a lot of average golfers do not want to spend that money (fee) on the fitting, as they would rather put that money towards new equipment.

    Also, getting out and playing a round of golf is supposed to be fun and who are we to judge what a person plays (with) or buys? To your opening paragraph about the “very nice man who hit the ball about 160 yards with his driver, lost half a dozen golf balls and whose greatest pride in the game of golf was that he played the exact same clubs as Tiger Woods”, if this made him happy to have spent his hard earned money on those exact clubs that Tiger Woods played, then that’s up to him. He’s not only helping the golf industry by making these purchases, but also getting out there and playing. Losing all of those golf balls, also helps the golf industry because he would have to constantly keep buying new golf balls.

    I would understand if he’s holding up the pace of play and something should be said, but again, with his equipment purchase, we are all free to buy and use what we feel is best for us. Since 90% (or more) of the average shouldn’t play MBs, why do retailers still carry them? They should be special order only. But they are there to entice us to strive to be that better player or just be dumb and buy them, yet to trade them in a couple of weeks later. The golf industry is a business and they want the consumer to buy the newest and greatest thing, that’s their goal and they don’t really care about if we actually enjoy the game or are improving…..they want our money!!

  14. Tim Metcalf

    Mar 8, 2017 at 10:55 am

    Odd that the article was displayed under a banner that included WITB. WRX like most most golf centric outlets promote the the what’s in the bag.

  15. Progolfer

    Mar 8, 2017 at 10:23 am

    EXCELLENT ARTICLE!! Skill– not equipment– is what matters! Chalk it up to society… Most people would rather look good than be good.

  16. Nick

    Mar 8, 2017 at 9:34 am

    Do you guys even proof read your articles?

    • Chopper

      Mar 8, 2017 at 1:37 pm

      I was wondering the same thing. “The only way thing that really matters for golfers…So the next you’re interested in new gear…” And talk about comma overload!

  17. Tourgrinder

    Mar 8, 2017 at 9:24 am

    I’d like to add one thing Mr. Ryan forgot, but a suggestion Mr. Ryan would probably agree is worthwhile. In addition to testing on a top-quality launch monitor, a session of equal or even greater value to the everyday golfer would be to go out on a grass range — (you know, similar to conditions where you actually play golf!) — and hit a variety of shots with both your new or prospective clubs as well as your current clubs. Compare the trajectories, the distances, the relative ability of hitting fades and hooks (if that’s part of your game). Maybe I have too much gray hair, but no matter what the technology is and what it says inside, hitting off a turf mat indoors only provides so much feel and so much feedback. Good golfers also rely on non-technical feedback that ends up translating to confidence. Go outside…on grass…in some winds…and hit all kinds of shots, including knock-downs, tight lies, deep rough, etc. If your retailer doesn’t allow it or won’t allow it, find merchants and pro clubfitters that work just that way. I realize it’s mostly a dying art due to the conveniences of the indoor technologies, but ask yourself — just what is the game we’re trying to address here?

  18. Greg V

    Mar 8, 2017 at 9:19 am

    I assume that it is OK for me, with my 93 mph driver swing, to play what the ladies on the LPGA tour play. And I am not ashamed of that.

  19. Tom54

    Mar 8, 2017 at 9:11 am

    In the club I play at I notice that the better players gravitate towards the better clubs. I used to be a scratch golfer in my younger days days and always appreciated how good pro models of clubs looked and performed. Now that I’m 40 years older and have a higher hdcp I’m still going to always play nice stuff. I’m always joking with my friends that my game isn’t as good as it once was but I sure have nice clubs

  20. PineStreetGolf

    Mar 8, 2017 at 9:10 am

    I like telling other people to have fun too.

    Fitting is important, and the last half of the article was good I guess. The first half was condescending and arrogant. If I have fun using a pros clubs I’ll use a pros clubs. There was no need for the bashing of people who do that as somehow being dupes. He probably liked his clubs and who are you to tell him what to do?

  21. Uhit

    Mar 8, 2017 at 8:21 am

    A few thoughts:

    1. you need a really good fitter
    2. you need a swing during the fitting, that is really representative
    3. whilst trying different things, your swing can change / improve
    4. tinkering on your own, may be a substantial part of your hobby
    5. a good fitting to bad habits may not be the best idea…
    6. never underestimate the psychological effect of new gear
    7. sometimes a new grip on your clubs may cause wonders!
    8. don´t forget that the fitting has to fit to the balls you use…
    9. a pleasant look and a good feel contribute to a joyful golfing experience

  22. Mark

    Mar 8, 2017 at 7:42 am

    “testing clubs on launch monitor. So the next you’re interested” and “either FlightScope, Foresight or Trackman”. Poor editing has spoiled a good read. Editor, hang your head in shame.

    • ooffa

      Mar 8, 2017 at 8:58 am

      As long as you knew what the author was trying to say then the writing was fine. Take the grammar police show elsewhere and CTFD.

      • DrRob1963

        Mar 8, 2017 at 9:38 am

        CTFD? Is that the new Controlled Trajectory Forged Driver from PXG??? Giggle!

        • LD

          Mar 8, 2017 at 12:16 pm

          I’ve already pre-ordered one with a TXXXX Blueboard. Can’t wait to hit it!

      • loofa

        Mar 8, 2017 at 10:57 am

        So I guess professional publications should fire their editors and just let writers go crazy since we’ll simply figure out what the author is trying to say? Solid response bro.

      • Mark

        Mar 9, 2017 at 11:59 pm

        The intelligent amongst us like to read what has been well written. Further, my comment was not about grammar.

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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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