Opinion & Analysis

The 2 primary challenges golf equipment companies face

Published

10 months ago

Jul 30, 2025

As the editor-in-chief of this website and an observer of the GolfWRX forums and other online golf equipment discourse for over a decade, I’m pretty well attuned to the grunts and grumbles of a significant portion of the golf equipment purchasing spectrum. And before you accuse me of lording above all in some digital ivory tower, I’d like to offer that I worked at golf courses (public and private) for years prior to picking up my pen, so I’m well-versed in the non-degenerate golf equipment consumers out there. I touched (green)grass (retail)!

Complaints about the ills of and related to the OEMs usually follow some version of: Product cycles are too short for real innovation, tour equipment isn’t the same as retail (which is largely not true, by the way), too much is invested in marketing and not enough in R&D, top staffer X hasn’t even put the new driver in play, so it’s obviously not superior to the previous generation, prices are too high, and on and on.

Without digging into the merits of any of these claims, which I believe are mostly red herrings, I’d like to bring into view of our rangefinder what I believe to be the two primary difficulties golf equipment companies face.

One: As Terry Koehler, back when he was the CEO of Ben Hogan, told me at the time of the Ft Worth irons launch, if you can’t regularly hit the golf ball in a coin-sized area in the middle of the face, there’s not a ton that iron technology can do for you. Now, this is less true now with respect to irons than when he said it, and is less and less true by degrees as the clubs get larger (utilities, fairways, hybrids, drivers), but there remains a great deal of golf equipment truth in that statement. Think about it — which is to say, in TL;DR fashion, get lessons from a qualified instructor who will teach you about the fundamentals of repeatable impact and how the golf swing works, not just offer band-aid fixes. If you can’t repeatably deliver the golf club to the golf ball in something resembling the manner it was designed for, how can you expect to be getting the most out of the club — put another way, the maximum value from your investment?

Similarly, game improvement equipment can only improve your game if you game it. In other words, get fit for the clubs you ought to be playing rather than filling the bag with the ones you wish you could hit or used to be able to hit. Of course, don’t do this if you don’t care about performance and just want to hit a forged blade while playing off an 18 handicap. That’s absolutely fine. There were plenty of members in clubs back in the day playing Hogan Apex or Mizuno MP-32 irons who had no business doing so from a ballstriking standpoint, but they enjoyed their look, feel, and complementary qualities to their Gatsby hats and cashmere sweaters. Do what brings you a measure of joy in this maddening game.

Now, the second issue. This is not a plea for non-conforming equipment; rather, it is a statement of fact. USGA/R&A limits on every facet of golf equipment are detrimental to golf equipment manufacturers. Sure, you know this, but do you think about it as it applies to almost every element of equipment? A 500cc driver would be inherently more forgiving than a 460cc, as one with a COR measurement in excess of 0.83. 50-inch shafts. Box grooves. And on and on.

Would fewer regulations be objectively bad for the game? Would this erode its soul? Fortunately, that’s beside the point of this exercise, which is merely to point out the facts. The fact, in this case, is that equipment restrictions and regulations are the slaughterbench of an abundance of innovation in the golf equipment space. Is this for the best? Well, now I’ve asked the question twice and might as well give a partial response, I guess my answer to that would be, “It depends on what type of golf you’re playing and who you’re playing it with.”

For my part, I don’t mind embarrassing myself with vintage blades and persimmons chasing after the quasi-spiritual elevation of a well-struck shot, but that’s just me. Plenty of folks don’t give a damn if their grooves are conforming. Plenty of folks think the folks in Liberty Corner ought to add a prison to the museum for such offences. And those are just a few of the considerations for the amateur game — which doesn’t get inside the gallery ropes of the pro game…

Different strokes in the game of golf, in my humble opinion.

Anyway, I believe equipment company engineers are genuinely trying to build better equipment year over year. The marketing departments are trying to find ways to make this equipment appeal to the broadest segment of the golf market possible. All of this against (1) the backdrop of — at least for now — firm product cycles. And golfers who, with their ~15 average handicap (men), for the most part, are not striping the golf ball like Tiger in his prime and seem to have less and less time year over year to practice and improve. (2) Regulations that massively restrict what they’re able to do…

That’s the landscape as I see it and the real headwinds for golf equipment companies. No doubt, there’s more I haven’t considered, but I think the previous is a better — and better faith — point of departure when formulating any serious commentary on the golf equipment world than some of the more cynical and conspiratorial takes I hear.

Agree? Disagree? Think I’m worthy of an Adam Hadwin-esque security guard tackle? Let me know in the comments.

@golfoncbs The infamous Adam Hadwin tackle ? #golf #fyp #canada #pgatour #adamhadwin ? Ghibli-style nostalgic waltz – MaSssuguMusic

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Ben Alberstadt

Ben Alberstadt is the Editor-in-Chief at GolfWRX, where he’s led editorial direction and gear coverage since 2018. He first joined the site as a freelance writer in 2012 after years spent working in pro shops and bag rooms at both public and private golf courses, experiences that laid the foundation for his deep knowledge of equipment and all facets of this maddening game. Based in Philadelphia, Ben’s byline has also appeared on PGATour.com, Bleacher Report...and across numerous PGA DFS and fantasy golf platforms. Off the course, Ben is a committed cat rescuer and, of course, a passionate Philadelphia sports fan. Follow him on Instagram @benalberstadt.

6 Comments

Boisepro59

Aug 18, 2025 at 10:30 am

Great article …..problem is that many would like to take lessons but can’t find a competent instructor. Most instructors don’t take the time to invest in education, go observe top teachers, read books etc. They teach by what they’ve been taught and what they see on You Tube and anecdotes. Not many good teachers out there.
On the other side of the coin, many times I’ve given a lesson to a student and asked if they’ve practiced since the last lesson. The majority of the time the answer is no…..when the answer is yes we see improvement.

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mg

Aug 15, 2025 at 7:59 pm

All this technology and my handicap has been almost the same for 55 years. I’m waiting for the nitwits changing the rules to make the cup double in size. That way everyone will have a single digit handicap.

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Terry

Aug 1, 2025 at 2:11 pm

Our game is hundreds of years old. We are only playing the game for a few short years before handing it onto a new generation of players. It must be handed on in as good a condition as we received it. Our generation is a bit quick to change things to make it “easier” or less time consuming, without looking at how much damage we are doing to the game we love/hate. If you don’t have time to practice just accept higher scores, higher blood pressure and more lost balls. Don’t destroy the game just to make it easier for us.

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Tony

Jul 31, 2025 at 4:17 pm

All of the above – much of which I agree with – seems to me to be an argument for different standards for the recreational vs the “elite “ game….so-called “bifurcation “.

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Badge95

Jul 31, 2025 at 4:15 pm

Golf is supposed to be a sport. Most sports have rules concerning equipment. Learn to hit the middle of the face and you will score better. I’m 71 years old and have shot my age or better 35 times. Too many people want everything in life to be easy… golf is not, which to real golfers is the challenge. Most golfers I play with need to put the lob wedges away and learn how to score from 50 yards and in… and then you will improve. It’s not about equipment, it’s about the short game.

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Gord

Jul 30, 2025 at 10:13 am

TL/DR Version

One: Clubs only improve your game if you know how to swing the club.

Two: Equipment manufactures are trying to improve equipment. But the USGA has regulated that out of the game.

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Opinion & Analysis

5 Things We Learned: Thursday at the PGA Championship

Published

2 weeks ago

May 15, 2026

Ronald Montesano

Aronimink is not a storied club, but when Donald Ross himself proclaimed it to be as good as he can design and build, one had to take notice. Jay Sigel was the pre-eminent male amateur golfer from the mid-1970s to the mid-1990s. He might have called any number of Philadelphia clubs home, but he chose Aronimink. It served him well. Gary Player won a PGA Championship here in 1962, and was followed by the 1993 winner … nobody. Aronimink gave that event away to Inverness, for reasons of which it is certainly not proud. So be it. We had to wait sixty-four years for the PGA to return to Newtown Square, but here we are. Aronimink has been neo-restored by Gil Hanse and team, to return Ross features with an eye toward defense against the dark arts, errrr, high-tech equipment.

Day one saw Rory McIlroy and Bryson DeChambeau dig big holes, to the tune of plus-four and plus-six, respectively. Since the first-round lead will be minus-three at worst, many shots will need to be made up for the power couple to reach contention. By nightfall, seven golfers held the day-one lead at three-under par 67. Shots and sticks caught our attention, and we are proud to present Five Things We Learned on Tech Thursday at the 2026 PGA Championship. Thanks to InsideTourGolfer, Today’s Golfer, and GolfWRX for initial equipment research.

First, meet Min Woo Lee

Min Woo Lee, aka Dr. Chipinski, has once again thrust himself into the conversation of Can he, will he, when will he? Lee has so much talent, wins not nearly as often as we believe that he should, and has no major near-misses (much less titles) on his wiki. The young Aussie is getting older and wiser, but is he able to avoid the scarring that holds the older and wiser back from breaking through? Philadelphia offers another opportunity. Min Woo signed for five birdies and two bogeys on day one, and grabbed a share of the opening-day lead at Aronimink. Winners transcend history and the moment, and Lee will need that sort of ascent to lift the Wannamaker on Sunday.

Second, meet Aldrich Potgeiter

The young South African golfer can rip driver with the best of them. Aronimink tips out at nearly 7400 yards, but beyond the fairway bunkers that ensnare only the mortals, Potgeiter can take his chances with wedge from the rough. On Thursday, he spent plenty of time in the spinach. Like Popeye, he used his muscles to gouge and thrash and dig his way out. Six birdies against three bogeys on the card brought AP in a three deep.

Third, meet Martin Kaymer

Not a major event takes place without a where’s he been throwback moment. We know that Martin Kaymer left the PGA and DP World tours for LIV golf, but the two-time (US Open and PGA) major winner has a lifetime exemption into at least one major event, and he seizes the opportunity each May. Kaymer joined the six-seven brigade with four birdies and a solitary bogey on day one. Kaymer was never a long hitter, and the years are kind to no golfer. The German champion will need to uncork every bottle of guile and strategy in his cabinet to remain in contention. For today, though, he occupies a rung on the ladder of Tour Tech.

Fourth, meet Scottie Scheffler

Let’s see, he’s the defending champion at the PGA, and he found his way back to the top tier with five birdies against two bogeys. To be a favorite and then play up to that stature and expectation is quite difficult. Just ask Rory, Bryson, and some of the other pre-tournament heartthrobs. Scheffler’s game is complete, and to knock him off the OWGR #1 pedestal, one needs to defeat him at the majors. Aronimink is the sort of course that fits Scheffler’s game. Better yet, it unfits the game of many of his challengers. Don’t expect Scheffler to go away anytime soon. Come Sunday, he’ll be around.

Fifth, meet Stephan Jaeger

Clocking in for the unheralded players shift are Ryo Hisatsune and Stephan Jaeger. Hisatsune logged seven birdies on day one, but gave most of them back with four bogeys. Still, he’s tied at the top for a time. Jaeger pitched five birdies against two bogeys, including a run of three consecutive, from holes four through six. Odds are that one of the two will hang around through 36 holes. Odds also suggest that both will be gone by Saturday evening. Still, the PGA Championship has historically been the major most likely to be won by an under-known. Both Hisatsune and Jaeger feature on that list, so good luck, lads!

Club Junkie

Club Junkie’s Titleist GTS driver fitting results!

Published

2 weeks ago

May 14, 2026

Brian Knudson

On this episode of the Club Junkie Podcast, I head to the Titleist Performance Institute for a full driver fitting with the new Titleist GTS lineup. We dive into the fitting process, talk about what made the biggest difference in performance, and break down how the different GTS heads and shaft combinations compare on the launch monitor. If you are thinking about a new driver setup for this season, there is a lot to take away from this one.

I also get into Brooks Koepka and the gear setup he brought to the PGA Championship, including the putters that caught my eye during the week. There are some interesting equipment trends showing up at the highest level right now and we break down what stands out.

To wrap things up, I talk about reshafting a few wedges, what I learned during the process, and swapping an adaptor onto a new shaft for another build project in the shop. A gear packed episode from start to finish for anyone who loves golf equipment and club building.

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Club Junkie

Club Junkie WITB, week 16: New Titleist GTS woods!

Published

2 weeks ago

May 14, 2026

Brian Knudson

Excited for this week’s WITB as we get to add the new Titleist GTS woods to the bag! I was fit at Titleist’s TPI facility in Oceanside California a few weeks ago and my new clubs just showed up. I am also adding a cool set of irons that I built last year some wild custom wedges into a new golf bag. Speaking of the bag I have a new Ghost Anyday Black Ops stand bag that I will be using on my Motocaddy Remote M7 electric cart.

Driver: Titleist GTS3 (11 degrees @ 10.25)
Shaft: Fujikura Ventus Red 6s

3-wood: Titleist GT1 3Tour (14.5 degrees)
Shaft: Graphite Design Tour AD CQ-7s

5-wood: Titleist GTS (18 degrees)
Shaft: Fujikura Ventus Red 7s

9-wood: Titleist GT1 (24 degress)
Shaft: Fujikura Ventus Red 7s

Irons: Bettinardi CB24 (5-PW)
Shafts: KBS C-Taper Lite 110 stiff

Wedge: TaylorMade MG5 (50-09 SB)
Shaft: Mitsubishi MMT 125 Stiff

Wedge: TaylorMade MG5 (56-12 SB)
Shaft: Mitsubishi MMT 125 Stiff

Wedge: TaylorMade MG5 (60-08 LB)
Shaft: Mitsubishi MMT 125 Stiff

Putter: Dan Carraher ZT Proto

Ball: Callaway Chrome Tour

Bag: Ghost Anyday Black Ops Stand Bag