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Opinion & Analysis

Analyzing the logos of the six most recognizable golf brands

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If a picture can be worth a thousand words, a logo can be worth a fair bit more. Like millions. Or billions.

The total golf economy of 2011 was responsible for nearly $70 billion in spending. As such, every OEM wants a share of this monetary pie and the way the consumer perceives an OEM has as much to do where the dollars are spent as anything.

With that in mind, let’s take a look at the stories behind and the images of a select few of the most recognized golf brands in the world.

Titleist

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It would be a mistake to refer to the iconic logo as a font. Simply, it is a custom script and can’t be found as an option in any Word document. Thus, the mantra of “often imitated but never duplicated” might apply.

As a logo, the script is simple, clean and classic. There is a timeless element, which is no doubt a function of the fact that the logo hasn’t changed since its inception. The name Titleist is derived from moniker title holder or one who owns the title — the champion. Titleist has been a ball-first company since Phillip W. Skipper Young, an MIT grad, took X-rays of his ball and found the internal elements to be a bit off center. The result is the most dominant ball company in the world. It also makes a pretty decent line of woods, irons, hybrids and putters. You know what they say about something that ain’t broke.

My take: For many, Titleist IS golf. Like the logo, the resulting product is clean and classic. The target consumer for Titleist is one who isn’t necessarily looking for the loudest or boldest product, but a product that is going to perform and won’t ever run the risk of being labeled “gimmick” or flashy. The primary risk in this model is losing a consumer who is attracted to something a bit more caffeinated, but those who are always looking for the “next best thing” probably aren’t attracted to Titleist in the first place.

However, with such a large lead in the ball portion of the industry (nearly 50 percent marketshare), minor refinements and adjustments to the rest of the line are all the company needs at this point. The profits from this area allows the company to hold true to the manner in which it would like to develop and market the club portion of the company. The loyalty (and thus revenue stream) has been firmly established with the ball, and while other OEMs try to put a dent in Titleist’s market share, it’s like trying to drink the Atlantic through one of those twisty straws.

TaylorMade

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The name conjures up images of a fine suit made to the exact specifications of the awaiting customer. However, this iteration is the largest golf OEM today, buoyed by a dominance in the metalwoods portion of the industry to the tune of nearly 35 percent. This company has profit like the desert has sand.

In 1983, TaylorMade introduced the first Burner series driver and the logo used was a red circle with a martini glass shaped “T” in the middle. Four years later, TaylorMade added irons to the product offerings and changed to a script logo. The current logo, a white “T” against a black background is cut in the shape of a driver. The simple contrast breeds an even simpler message. It’s all about the driver. Yes, yes it is.

In 2003, TaylorMade introduced the now-legendary R510 TP driver and accompanying TP crest to denote clubs more suited to the low-handicap player. TaylorMade went away from this visual designation after the R9 TP irons, although it has continued to offer a TP line of premium shafts. There are rumors, however, that the TP crest might make a revival moving forward and with it opportunities for the public consumer to play more of the equipment TaylorMade’s Staff Players actually use. Either way, the move will be calculated and likely quite profitable. If this does happen, expect TaylorMade to go full throttle and expect the public to show up with open wallets.

My take: TaylorMade knows exactly what it is doing and it is laughing all the way to the bank, because no one plays on the emotional vulnerability of the consumer golfer better than TaylorMade. The vast majority of humanity is never going break par, hit a smooth 7 iron 185 yards or putt like Tiger. But, it’s quite likely we will bomb a drive or two, hit the occasional sprinkler head and end up 300 yards down the fairway. Distance is intoxicating and TaylorMade is dedicated to reminding us of this time after time and dollar after dollar.

In an industry where the last decade has seen very few true “game-changing” innovations, TaylorMade continues to out-market and out-sell pretty much everyone else. What you think is true is far more important to TaylorMade than what is actually happening. It’s comfortable with its identity and its ability to market and shape the behavior of the willing consumer is unparalleled in the industry. When you’re on top, you’re going to take an inordinate amount of criticism. The upside is, well, everyone is still looking up at you.

Callaway

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In 1988, Callaway Hickory Stick USA became Callaway Golf Company and the “Old English Callaway logo” introduced golfers to the Callaway golf brand and core S2H2 technology. The script is reminiscent of all things old, English, St. Andrews, sheep, pastures and the feathery. In 2002, the company added the chevron as an accent marker and has used this modified logo since. The chevron itself dates back to the Middle Ages, and as a French term generally refers to supporting beams (rafters) of a structure. The symbolic element is one of protection and part of the reason this image is often used on military uniforms.

My take: Appealing to the history of the game is an effective and cheap way to purchase authenticity. People like playing golf clubs made by real golf companies and what’s more real than a golf company with a logo that looks like it’s been around since Old Tom Morris was yelling at Young Tom Morris to get his chores done?

In the 1990s, Callaway struggled to create a mass presence as the logo, image and associated players (Johnny Miller, Jim Colbert) didn’t exactly enthuse the general consumer. Annika Sorenstam was undoubtedly a huge draw for females, but that in and of itself didn’t create mass revenue. The addition of Arnold Palmer to the Callaway staff in 2000 certainly increased credibility, but didn’t score many “youth” points. That said, during the last decade, Callaway has made a concerted effort to maintain top-shelf staff (Ernie Els, Phil Mickelson, Jim Furyk) while attracting new/younger talent (James Hahn, Morgan Pressel, Luke List, Patrick Reed). In the last 15 years, Callaway seems to have positioned itself quite nicely, and given its recent legal tiffs with TaylorMade, Callaway is poised to fight for every inch…or yard as the case may be.

Adams

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From 1991 until the summer of 2013, Barney Adams and Adams Golf leveraged the momentum created by the original Tight Lies fairway woods into a full-fledged golf equipment company. The logo during this time was fairly non-descript and featured a red triangle followed by the name of the company. The logo itself was quite underwhelming and didn’t really promote anything in particular relative to the company.

However, in 2012, Adams was acquired by TaylorMade and then just a couple months ago the logo changed as well. This time to a script-type font, somewhat similar to that of Titleist.

My take: I’m not exactly sure what Adams is trying to achieve with the new logo, but as an image, I like it. There is certainly more personality to the logo and with it and more emotion than the mechanical triangle and text which it replaced. Given TaylorMade’s recent acquisition and the ensuing questions as to what would happen with Adams, I find the move curious.

Generally, a new logo is accompanied by an effort to rebrand or at least modify how the brand is perceived. So, the question is, “What is Adams going for?” If Adams is going to remain an entity unto itself, how will this logo help it achieve this identity? Some might see the new script as classy and simple; a nice ying to TaylorMade’s edgy yang. Others might see it as a cheap version of the Titleist script and still others might think it looks more like a baseball team than golf company.

Right now there are just too many variables to know exactly where Adams is headed, but wherever they are going, the new logo is clearly part of the plan.

Nike Golf

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Nike might not have the storied golf history of a Ping, Titleist or Wilson. But it does have one of the most recognized and studied logos in the history of western civilization. The company was started by Bill Bowerman and Phil Knight in the 1960s, but Nike didn’t enter the golf arena until 1998. Interestingly enough, Nike had already committed $40 million to Tiger Woods in 1995, although it had no balls or clubs of its own. That soon would change.

The story of the swoosh, Nike’s iconic logo, is a bit more interesting. In 1975, Carolyn Davidson (then a student at Portland State) was paid $2 per hour to design a logo for Nike. Seventeen and a half hours and $35 later, the swoosh was born. Originally, Phil Knight wasn’t totally sold on the logo, but thought it might grow on him. Good call!

Eventually, Carolyn was given 500 shares of Nike stock for her efforts. So I guess you can look at it one of two ways: $30,000 is a lot of cash for less than 20 hours of work, or Phil Knight got the best deal since the U.S. Government purchased the Louisiana Territory.

My take: Nike’s success prior to entering the golf market is both a bastion and hinderance. The vast amounts of capital Nike accrues allowed it to sign the most marketable figures in golf: Tiger in 1995 and Rory just last year. It also allows Nike to sign golfers to a complete deal: bag, clubs, balls, hat, glove, clubs, etc. If a player is Nike, he or she is all Nike. This is great for the players and club pros who rep the company.

The challenge is winning over the general consumer and the hurdle for some is to see Nike as a legitimate golf company. Given the level and quality of product available from other OEMs, why would someone choose to play Nike over company __________? That’s the question.

Ping

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Onomatopoeia. Kind of what you’d expect from an OEM rooted in engineering. It is what it says it is. Furthermore, what’s more simple than the sound of John Solheim’s quest to create a better putter? Ping. That’s it. The moment of impact. Pure and simple. A bit metallic and it resonates.

Ping’s personification as “PING Man” seems to be equal parts man, Gumby and penguin. Whatever it is, John Solheim created it by bending wires and ultimately liked what he came up with. The unique design is reminiscent of a time when logos were not computer generated and the result of thousands of dollars of market analysis and advertising firms. Nothing is contrived and every design feature is purposeful. Both the PING script and PING Man are unmistakable and like their products, I don’t see Ping changing either unless there is a bona fide reason to do so.post-93643-0-22971900-1360077294

My take: Ping is as authentic an OEM as we have in the major marketplace today. Profit is still the final analysis for any enterprise, but there are a variety of ways to get there. Ping gets there by staying true to its time-tested model. Engineer the living daylights out of a product and make sure it works. When it does, people will buy it. What you see is what you get. Form follows function for Ping, and the results are hard to deny.

From the Anser putter and perimeter-weighted irons to custom-fit everything, Ping has authored several of the most lasting and copied designs of the last several decades. That said, the cost for function-first designs is often lackluster aesthetics and critics of Ping are quick to note that until recently, many irons (see Eye 2) weren’t going to win any beauty contests. For my money, the the S55, Ping Gorge wedges and Anser Forged irons are a far cry from the Ping shovels of the 1990s.

It seems like everyone has a kid on the honor roll and the bumper sticker to prove it. Our culture, for better or worse, exhibits a heavy reliance on exposure and given the varied social media, 24/7 news coverage and 756 TV channels, we know the flavors of OEMs like Baskin Robbins.

Marquee players become synonymous with an OEM. Tiger = Nike, Hunter and Bubba: = Ping. Phil: = Callaway and the list goes on. At the end of the day, consumers purchases more than the product itself. They purchase a piece of the identity of the OEM. Why else do Titleist hats sell so well?

I didn't grow up playing golf. I wasn't that lucky. But somehow the game found me and I've been smitten ever since. Like many of you, I'm a bit enthusiastic for all things golf and have a spouse which finds this "enthusiasm" borderline ridiculous. I've been told golf requires someone who strives for perfection, but realizes the futility of this approach. You have to love the journey more than the result and relish in frustration and imperfection. As a teacher and coach, I spend my days working with amazing middle school and high school student athletes teaching them to think, dream and hope. And just when they start to feel really good about themselves, I hand them a golf club!

19 Comments

19 Comments

  1. Edward

    Oct 17, 2013 at 12:49 pm

    Nice change of pace here. Good read.

  2. Stewart

    Oct 16, 2013 at 4:51 pm

    Nice article.
    Don’t see where Nike come into it as far as golf though. Even with Tiger and a few others I just don’t really think of them as a golf company.

    Maybe could have included the Scotty Cameron logo.

  3. Rich

    Oct 16, 2013 at 4:05 pm

    Well,” LOGO”—Titlest is a name not a logo, Taylormade is going back to the shield away from their funky “T”, Adams is also a name, Nike has a Logo the swoosh, Ping rarely uses the little man with a club, Callaway has a Logo the Chevron. But you left out Wilson Staff the oldest of all The W/S shield and the best looking of all time.
    Ask who has the best Logo Not A name!

    • Metrybill

      Oct 30, 2013 at 9:52 pm

      For ME, a 65 y.o., the bet looking, soft feeling and performing balls ever (great performers in the day), were the 60’s and 70’s Maxfli black and red balls. The current iterations are harsh. Still like the look.

  4. 195 Bowler

    Oct 15, 2013 at 8:10 pm

    Manufacturers take their logos seriously. I took a survey for Bridgestone Golf earlier this year, something about helping to design a new ball. One of the questions was should the ball’s logo change from “Bridgestone” to the Bridgestone “B” found on most of their products (hats, bags, golf ball packaging, etc.). Or, a combination (one side with “Bridgestone” and the other with the “B”). So long as they perform well, it shouldn’t matter . . . or will it?

  5. Mike

    Oct 14, 2013 at 9:25 am

    Nice article. What about Footjoy (FJ)? Surely also iconic?

    • Alex

      Oct 14, 2013 at 10:33 am

      Good point!

      The mark of a player as they call it

    • Jeff

      Oct 20, 2013 at 10:00 pm

      Footjoy is a Titleist brand, not an OEM in their own right.

  6. Alex

    Oct 14, 2013 at 9:09 am

    Quite interesting, always wondered what Titleist meant, such a clean classic logo always like to see that on my ball/glove/putter/wedge

    Never noticed that the TM logo was a driver head! Should have done I own enough things with it on…

  7. Tad

    Oct 14, 2013 at 8:27 am

    I realy don’t care for the new adams logo i think the new logo looks like a basball companys logo, but if thats the futer of logos than im sure by next year i will like it.

  8. Ted

    Oct 13, 2013 at 9:30 pm

    This is a nice article… I like the origin information… thanks for writing.

  9. Desmond

    Oct 13, 2013 at 12:33 pm

    Reaching for articles, arent’ we?

    • Chris Nickel

      Oct 15, 2013 at 2:22 pm

      Not reaching at all…if you have better ideas, we’d love to hear them!

      • KCCO

        Oct 16, 2013 at 7:35 pm

        Thoroughly enjoyed!

      • Fred

        Oct 17, 2013 at 8:19 pm

        Chris: good response. As we all know, advertising and marketing go hand in hand in the corporate world and, perhaps, even more so where sports is concerned. In a recent article I read, someone asked one of the magazines why the pro bags were so big. Their response: the bigger the bag, the more “logos” that can be put on it. So, a point well made about logos on balls. That said, I’m not so sure I’m all that crazy about the size of the bear on Jack’s new balls. A bit distracting I think.

      • Jeff

        Oct 20, 2013 at 10:05 pm

        I loved the article, I have a suggestion for an article I have always wanted to see. I would love to see all the OEMs connected to all their offshoot-subsidiary brands. Like how Auschsnet at a time owned Titleist, Cobra, Footjoy, and Pinnacle, even though I think Cobra was bought by Puma, I would really love to know just who makes certain brands, Strata(Top Flite- Callaway I think) and Maxfli- I don’t know if its Dunlop or Taylormade owns the rights to that brand. Anyway its just an idea. thanks.

  10. Deacon Blues

    Oct 11, 2013 at 4:57 pm

    In the Ping section, I think you’re referring to the late Karsten Solheim, not his son (and successor) John.

    • Fred

      Oct 17, 2013 at 8:11 pm

      Deacon is right. My father and Karsten were very good friends and worked together at GE in Phoenix when Karsten was still creating PING clubs in his garage. In the very early `60s, I recall my father, who was an Industrial Designer, working on some advertising layouts for Karsten’s company on our kitchen table. I recall seeing the PING man even then, at a time when John and I were both in high school. On another note: I credit Karsten for peeking my interest in golf. For my 13th birthday, he gave me a new set of PING 69s and my dad and I a few of the original putters (Scottsdale and Redwoods). According to Bobby Grace, the `69s are worth around $4,000 now.

    • Biz

      Oct 18, 2013 at 4:47 pm

      Also, the PING logo type is a result of a the most simple path a round cutter/bit can take on a manual milling machine…

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Opinion & Analysis

Brandel Chamblee PGA Championship Q&A: Rose’s huge McLaren risk, distracted LIV pros and why Aronimink suits the bombers

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PGA Championship week is here, and Brandel Chamblee did not hold back in our latest discussion ahead of the season’s second major.

In our 2026 PGA Championship Q&A, golf’s leading analyst made the case that PIF pulling LIV’s funding has left its players competing in a state of confusion, called Justin Rose’s mid-season equipment switch a huge risk at 45, and explained why Aronimink will be a bombers’ delight this week.

Check out the full Q&A below.

Gianni: With the PIF confirming that they’re pulling funding from LIV at the end of the season, what impact do you expect that to have on the LIV players competing at the PGA Championship?

Brandel: I would imagine that they have all been thrown into a state of confusion, and will be distracted, not knowing where they are going to play next year and not knowing exactly their road back to either the DP World Tour or the PGA Tour. Or in Rahm’s case, being tied to a sinking ship for the next few years, likely playing for pennies on the dollar in events that no one cares about or watches.

I doubt this would put him in the best frame of mind to compete at his highest level. Keeping in mind, however, that majors are the only time that LIV disciples get to play in events that matter, so never disregard the motivation they have to prove to the world they are still relevant.

Gianni: Justin Rose switched to McLaren Golf equipment mid-season while playing some of the best golf of his career. What do you make of the change?

Brandel: I don’t really know what to make of Rose switching equipment. It seems a huge risk on his part, even though it is likely, in my opinion, that the clubs he’s playing are similar, if not the exact grinds, to what he was playing previously, with a McLaren stamp on them.

Having said that, at best, it is a distraction when he seemed to be as dialed in with his game as any 45-year-old could be and trending in the majors to perhaps do something that would definitely put him in the Hall of Fame. At worst, given the possibility that these clubs aren’t just duplicates of his old set stamped with McLaren on them, he’s made an equipment change that would take time, and 45-year-old athletes don’t have the time to do such things.

Gianni: Aronimink has only hosted a handful of professional events since it hosted the 1962 PGA Championship. What kind of test does it present, and does a course with less recent major championship history tend to level the playing field?

Brandel: Even though Aronimink has only hosted a handful of meaningful professional events, it has been fairly discerning in who can win there. When Keegan Bradley won the BMW Championship on the Donald Ross masterpiece in 2018, he was the 2nd best iron player on tour coming into that week. When Nick Watney won the AT&T at Aronimink in 2011, he was 2nd in strokes gained total coming into the week.

In 2020, Aronimink hosted the KPMG Championship, and Sei Young Kim won. On the LPGA that year, she was first in greens in regulation, putts per green in regulation, and scoring average on the way to being the LPGA player of the year. And then there is the 1962 PGA Championship won by Gary Player, who eventually became just one of a few players to win the career grand slam on the way to winning 9 majors. It is a formidable test, and if it’s not softened by rain, it will bring out the best in the upper echelons of the game.

Gianni: Is there a specific hole at Aronimink that you think will do the most to decide the winner?

Brandel: The hardest hole at Aronimink in each of the three tour events that have been played there since 2010 has been the long par-3 8th hole, with the par-4 10th being the second hardest, so most of the carnage will happen around the turn, but with the par-5 16th offering opportunities for bold plays and the tough closing holes at 17 and 18, the finish is likely to be frenetic.

Gianni: The PGA Championship has always sat in the shadow of the other majors. What does the ideal PGA Championship look like in your eyes, and what would it take for it to carve out its own identity?

Brandel: The PGA Championship, to whatever degree it suffers from the comparison to the other three majors, is still counted just as much when adding them up at the end of one’s career. Almost 1/3 of Nicklaus’ major wins were the five PGA Championships he won. Walter Hagen won 11 majors, five of which were PGA Championships.

Tiger Woods twice in his career won back-to-back PGA Championships, and those four majors count just as much as the other 11 he won. The PGA may not have the prestige of the other three, but it carries the same weight. Having said that, I preferred the identity that it had as the last major of the year.

Gianni: You nailed your Masters picks. Rory won, Scottie finished solo second, and Morikawa surged to a tie for seventh. Who are your top 3 picks for the PGA Championship and why?

Brandel: I am not a huge fan of majors played on golf courses that have been shorn of most of the trees, although I understand some of the agronomic reasons for doing so and of course the ease with which it allows members to play after errant drives. However, at the highest level, it all but eliminates any strategy off the tee and turns professional golf into an even bigger slugfest. That means that it will likely be a bomber’s delight this week, but fortunately, Scottie Scheffler is long enough to play that game and straight enough to play it better than anyone else.

The major championships give us very few surprises anymore, going back to the beginning of 2012, so the last 57 majors played, the average world rank of the winners has been better than 15th in the world. So look at the highest ranked and longest drivers who are on form coming into the PGA Championship who also have great short games as the surrounds at Aronimink are very challenging. That’s Scottie Scheffler by a mile and then McIlroy and Cameron Young with a far bigger nod towards DeChambeau than I gave him at the Masters.

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Club Junkie

A putter that I love and hate – Club Junkie Podcast

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In this episode of the Club Junkie Podcast, we dive into one of the most interesting flatstick releases of the year with a full review of the new TaylorMade SYSTM 2 putters. After spending time on the greens, I break down what makes this design stand out, where it performs, and why it has me completely torn between loving it and fighting it. If you are into feel, alignment, and consistency, this is one you will want to hear about.

We also take a look at some of the putters in play on the PGA Tour last week. From familiar favorites to a few surprising setups, there is always something to learn from what the best players in the world are rolling with under pressure.

To wrap things up, I walk through the process of building a set of JP Golf Prime irons paired with Baddazz Gold Series shafts. From component selection to performance goals, this is a deep dive into what goes into creating a unique custom set and why this combo has been so intriguing.

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Opinion & Analysis

From 14 handicap to pro: 4 things I’d tell golfers at 50

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This year my 50th birthday. Gosh, where has the time gone?

As a teenager in rural Missouri, some of my junior high and high school years felt interminable. Graduation seemed light years away. But the older I get, the faster life seems to fly by.

I’m also increasingly aware of my mortality. My dad died recently. Earlier this year, a friend and fellow PGA of America professional and I were texting about our next catch-up. The next message I received was news of his unexpected passing at 48. Shortly after, a woman I dated in college succumbed to cancer at 51.

Certainly, one can share perspective at any age. Seniors help freshmen, veterans guide rookies. But reaching this milestone feels like as good a time as any to do one of those “what would I tell my younger self?” articles.

I’ve had a uniquely varied career in golf. I started as a 27-year-old, average-length-hitting, 14-handicap computer engineer and somehow managed to turn pro before running out of money, constantly bootstrapping my way forward. I’ve won qualifiers and set venue records in the World Long Drive Championships, finished fifth at the Speedgolf World Championships, coached all skill levels as a PGA of America professional, built industry-leading swing speed training programs for Swing Man Golf, helped advance the single-length iron market with Sterling Irons®, caddied on the PGA TOUR and PGA TOUR Champions, and played about 300 courses across 32 countries.

It’s been a ride, and I’ve gone both deep and wide.

So while I can consult and advise from a lot of angles, let me keep it to a few things I’d tell the average golfer who wants to improve.

1. Think About What You Want

Everyone has their own reason for picking up a golf club.

Oddly, as a professional athlete, I’m not internally driven by competition. That can be challenging, as the industry currently prioritizes and incentivizes competition over the love of the game.

For me, I love walking and being outdoors. Nature helps balance my energy. I prefer courses that are integrated into the natural beauty of their surroundings. I’m comfortable practicing alone. I’m a deep thinker, and I genuinely enjoy investigating the game, using data and intuition to unearth unique, often innovative insights. I’m fortunate to be strong and athletic, so I appreciate the chance to engage with my abilities. Traveling feels adventurous. I could go on.

You don’t have to overthink it like I do. For you, it might be as simple as hitting balls to escape work, hanging out with friends, and playing loosely with the rules and the score.

The point is to give yourself permission to play for your own reasons, and let that be enough.

But if improvement is your goal, thinking about your destination—and when you want to get there—is important, because it dictates the steps you need to take. When I set out to go from a 14-handicap to the PGA TOUR as quickly as possible, the steps I needed were very different from those of a working golfer trying to break 90 in six months. That’s also different from someone who just wants a few peaceful hours outside each week, away from work or family.

None of these goals are better than the others, but each requires a different plan that you can work backward from.

2. There Are Lots of Things That Can Work

One of the challenges of golf is that, although there are rules for playing, there aren’t clear, industry-wide standards for how to best play the game. There’s a lot of gray area.

You might hear a top coach or trainer insist that a certain move is the best way to swing or train. Then you dig a bit deeper and, much to your confusion and frustration, another respected coach or trainer says something completely different. I don’t think anyone is trying to confuse you—at least I hope not. It’s just where the industry is right now.

You have to be careful with advice from tournament pros, too. They might be great at scoring, but they’re also human and sometimes just as susceptible as amateurs to believing things that don’t really move the needle. Tour players might describe what they feel, but that’s not always what they’re actually doing when assessed with technology.

I recently ran a test on my YouTube channel (which connects to my GolfWRX article “How to use your hands in the golf swing for power and accuracy”), and, interestingly, two of the most commonly taught hand actions produced the worst results in the test.

Coaches can certainly help. If you find someone you connect with to help navigate, that’s great. But there are many ways to get the ball in the hole. In the current landscape, you may need to seek multiple opinions, think critically, and use your own intuition to discern what seems true and whose advice resonates with you.

I’d recommend seeking someone who is open-minded and always learning, because things constantly change. Absolutes like “correct” or “proper” should raise a red flag. AI can be useful, but it tends to confidently repeat popular advice, so proceed with caution.

3. Get Custom Fit

If you’re serious about becoming a better player, getting custom fit is hugely important. There’s no sense fighting your equipment if you don’t have to. Most better players get fit these days and, if they don’t, they’re usually skilled enough to work around clubs that aren’t ideal.

If you plan to play for a long time, it’s worth spending a little more upfront to get something that truly fits you and your game, rather than continually buying and discarding equipment.

Equipment rules haven’t really changed significantly since the early 2000s. To stay in business, manufacturers keep pushing those limits. If you pull a bunch of clubs and balls off the rack and test them, you’ll find differences. I’ve tested two new drivers and seen a 30-yard total distance gap. Usually, the issue isn’t bad equipment; it’s that the combination of components simply isn’t the best fit.

It’s like wearing a new pair of floppy clown shoes. Sure, they’re shoes—but you won’t sprint your best in them compared to track shoes that fit perfectly.

Be wary of what’s called custom fitting, too. Sometimes the term is used as a marketing strategy rather than an actual fitting. In some retail settings, fitters may be incentivized to steer you toward higher-priced components. That doesn’t automatically mean it’s not the best fit, but you should be aware of potential biases.

I learned a version of this lesson outside of golf. Years ago, I bought a tennis racquet at a big box store from a seemingly knowledgeable employee who thought it would suit me best. The racquet gave me tennis elbow, and I spent months recovering with rest and acupuncture. The next season, I invested more time and money to find what actually fit me, and I walked away with something amazing that I still play with years later.

So if you’re going to get fit, be smart about it.

Find someone you believe has deep knowledge—possibly with certifications, but not necessarily. Make sure there’s a wide inventory across many brands. Check recent reviews for the individual fitter if possible. Make sure you trust that the fitter has your best interests at heart. If they’re wearing a hat or shirt with a specific brand’s logo, proceed with caution. Unless you specifically want a certain brand or look, be wary of upsells, especially if two options perform nearly the same.

Also, while golf is called a sport of integrity, there’s a thread of manipulation in the industry. I once drafted an equipment article for an industry magazine, structured just like one of their previous popular stories, with matching word count and great photos. The assistant editor loved it; it was useful to readers and required little work on his part. But the editor-in-chief nixed the story. When I asked why, I was told it was because I wasn’t an advertiser. It turned out the article I’d modeled mine after was a paid ad cleverly disguised as editorial content.

I really dislike games, clickbait, and fear-based manipulation. I hope this changes, but golfers deserve to know it exists.

4. Distance and Strategy Matter

There’s a real relationship between how far you hit the ball and your scoring average, even at the PGA TOUR level.

I experienced this early in my pro career. I started as a power hitter, swinging in the high 120s and breaking 200 mph ball speed with a stock driver.

Back then, some instructors advised swinging at 80%, so I tried slowing down for more accuracy. That worked fine on shorter, tighter courses. But on longer setups, I was coming into greens with too much club, and par 5s stopped being

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