GBR Friday | INDEPENDENCE DAY WEEKEND SEES RECORD GOLF PARTICIPATION NATIONWIDE
Every Tuesday and Friday, we connect the dots across golf’s business, media, and professional landscape.
Good morning, GBR community,
Another week is just about at an end. As events are unfolding at the Renaissance Club, I find it hard to believe that next week’s Open Championship marks the end of the 2025 major season already.
I’ve seen posts on social media this week where many British and American people get upset over whether or not it’s the “British Open” or “The Open”.
I refer to it as “The Open” for the sole reason that I’m from the UK; if people want to refer to it as “The British Open”, so be it.
Anyway, on to what’s been happening in the world of golf since Tuesday’s newsletter came out.
GolfNow had its most successful Independence Day weekend to date, handling over 150,000 rounds last Friday. The figures follow a strong start to the year for GolfNow, which bodes well for the remainder of the summer.
Developer Hole19 launches its new AI tool, Otto AI, this week to help golfers improve their performance. We’ll look at some of the features driving the new tool.
We have several stories looking at enhancements to the driving range experience for golfers, with partnerships announced between 59club and Power Tee. Elsewhere, aboutGolf has signed on as a sponsor for the Inrange World Tour.
Driving ranges still serve an important segment of the golf ecosystem. For many, the driving range is still the entry point for golf, while many golfers still like the driving range environment to help develop their games.
While it could be argued that driving ranges aren’t direct competition for the ever-growing golf entertainment section, maximising the driving range experience can help deliver increased revenues for operators and keep them relevant as a venue to learn and improve for new and experienced golfers alike.
In our circuits section, we look at a major new partnership for LIV Golf and news of an extended deal between Genesis and the PGA Tour/DP World Tour for the Scottish Open.
Since it’s Friday, we’ll also provide you with some interesting reading/viewing options you can peruse at your leisure over the weekend.
Our complete index for today is:
Industry
Circuits
Equipment
People To Watch
Must Read/Watch
INDUSTRY
GOLFNOW SETS NEW RECORDS FOR ROUNDS BOOKED OVER THE INDEPENDENCE DAY WEEKEND
GolfNow recorded its busiest Independence Day weekend ever, setting multiple all-time highs for rounds booked. On Friday, July 4, the platform facilitated more than 152,000 rounds of golf—a single-day company record and a 13% jump over last year’s holiday mark. Over the whole four-day weekend from Thursday to Sunday, GolfNow booked 630,000 rounds, a 4% increase over the previous year’s record. Notably, the days surrounding the holiday—Thursday, Saturday, and Sunday—also saw unprecedented booking volumes, signaling that demand extended well beyond just the Fourth itself.
These latest milestones continue a strong year for GolfNow, which has already set monthly records in March, May, and June, and hit new highs on major calendar holidays including Easter, Memorial Day, and Father’s Day. The surge in usage also reflects GolfNow’s expansion as a top provider of golf course-management technology. With more courses joining the platform in five of the first six months of 2025, GolfNow’s growing suite of innovations, including tee-time alerts and pro-shop merchandise pre-orders, is designed to further enhance the golfer experience while helping courses increase revenue. Further details of GolfNow’s successful Independence Day weekend can be found here.
HOLE19 LAUNCHES OTTO AI TO TURN ROUND DATA INTO PERSONALIZED GAME IMPROVEMENT PLANS
Hole19, a leading GPS and scoring app developer, with over 5 million users across 195 countries, has unveiled Otto AI—an advanced artificial intelligence tool designed to transform golf performance data into personalized, actionable insights. The new feature analyzes on-course behavior, identifies performance patterns, and provides strategic recommendations tailored to each player’s strengths and weaknesses. Integrated with the CORE Golf app, Otto AI offers six key capabilities, including smart round analysis, peer benchmarking, targeted improvement suggestions, and customizable feedback. With golfers increasingly turning to technology to improve their games—78% of core golfers now use at least one golf app, according to the National Golf Foundation—Otto AI meets the demand for meaningful guidance, delivering insights that help players practice more effectively and improve faster.
The innovation has already shown strong results in beta testing, with users praising the AI’s ability to deliver detailed, easy-to-understand feedback. Otto AI is now available exclusively on iOS through the Hole19 app, with one free report offered to all users. Additional report packs can be purchased, starting at $5.99 for free users and $2.99 for premium subscribers, offering a cost-effective alternative to traditional coaching. Each report delivers a comprehensive breakdown of a single round, with tailored suggestions to guide focused practice over time. CEO Anthony Douglas emphasized that Otto AI represents a major step in Hole19’s mission to go beyond round tracking, empowering golfers to deeply understand their game and make lasting improvements. More details on Otto AI can be found here.
BIGGA LAUNCHES SURVEY TO TACKLE GOLF COURSE WATER MANAGEMENT CHALLENGES
The British & International Golf Greenkeepers Association (BIGGA) has launched a comprehensive survey aimed at understanding the growing challenges of water management across golf courses in Great Britain and Ireland. Targeting golf club managers, course managers, head greenkeepers, and club owners, the survey addresses critical issues around water usage, sourcing, and long-term supply. The initiative comes in response to increasingly erratic weather patterns—marked by prolonged droughts following record rainfall—that are threatening the sustainability of golf facilities. BIGGA warns that many courses urgently require sustainable solutions for irrigation and drainage, with complications ranging from infrastructure limitations and rising costs to legislative and planning hurdles. The findings will be used by governing bodies across the region to inform future strategy and support the long-term resilience of the golf industry. For those UK-based readers who wish to take part in the survey, you can do so here.
59CLUB AND POWER TEE FORM STRATEGIC PARTNERSHIP TO ENHANCE THE MODERN GOLF PRACTICE EXPERIENCE
59club has announced a strategic partnership with Power Tee, the world’s leading automated teeing system. The alliance combines Power Tee’s technology, designed to deliver consistent, distraction-free practice sessions, with 59club’s industry-renowned analytics and training tools, creating a unified solution aimed at elevating customer satisfaction, operational performance, and revenue potential. With installations in 21 countries, Power Tee has proven its ability to boost engagement and range profitability, while 59club brings deep expertise in service delivery and team development. Leaders from both organizations hailed the partnership as a natural evolution of their shared commitment to innovation and quality. Golf facilities adopting the integrated approach can expect an enhanced practice environment and a more complete customer experience tailored to meet the expectations of today’s golfers. More details on the new partnership between 59club and Power Tee can be found here.
GENESIS SCOTTISH OPEN SYMPOSIUM CHAMPIONS SUSTAINABLE GOLF AND COMMUNITY ACTION IN SCOTLAND
For the third consecutive year, the Genesis Scottish Open served as a platform for advancing sustainability in golf, highlighted by a symposium that expanded the focus from responsible tournament operations to grassroots club and community engagement. Hosted in partnership with the DP World Tour, VisitScotland, Scottish Golf, and the GEO Sustainable Golf Foundation, the event showcased initiatives under the “Better with Nature” campaign and convened expert panels on climate resilience and social value. Leaders from iconic Scottish clubs, environmental agencies, and governing bodies discussed strategies for managing green spaces amid climate change and elevating golf’s role in building healthier, more inclusive communities. Celebrating the efforts of hundreds of clubs committed to the Sustainable Golf Pledge, the symposium concluded with special recognition for long-term leadership in sustainability at St Andrews Links Trust, Carnoustie, Muirfield, Royal Troon, and Turnberry—signaling growing momentum and shared ambition across Scotland’s golf landscape. Further information on the symposium can be found here.
RAPSODO LAUNCHES IMMERSIVE VIRTUAL RANGE AND MYBAG FEATURES TO ENHANCE GOLFER PERFORMANCE
Rapsodo has introduced two major updates to its Mobile Launch Monitor (MLM1), enhancing practice sessions for golfers through the new Virtual Range and MyBag features. Exclusive to MLM1 Premium members, Virtual Range provides an immersive 3D practice environment with real-time shot tracing, allowing users to simulate a driving range experience from any location while gaining detailed feedback on shot direction, distance, and flight path. Meanwhile, the MyBag feature—now available to all MLM1 users—lets golfers input club details, track performance metrics like ball and club speed, and compare data across their set using R-Cloud’s Club Comparison tool. Designed to improve club gapping and swing consistency, these tools offer deeper insight into gameplay and equipment effectiveness. “We’re continuously enhancing the user experience to give golfers of all levels better customization and a deeper understanding of their performance,” said Pete Gibbons, director of golf at Rapsodo. The MLM1 device is priced at $299.99, with an optional $99.99 annual Premium membership and a free 7-day trial. More details are available at Rapsodo Golf.
ABOUTGOLF BECOMES A SPONSOR OF GLOBAL INRANGE WORLD TOUR COMPETITION
Golf simulator leader aboutGolf has joined Vice Golf as a supporting sponsor of the Inrange World Tour (IWT), the world’s largest off-course driving range competition spanning more than 15 countries. Hosted exclusively at Inrange-powered venues, the IWT brings together thousands of players for a global skills challenge, and aboutGolf’s entry into Season 2 underscores a shared vision with Inrange to redefine the modern golf experience through immersive technology. Known for delivering precise, data-driven simulations, aboutGolf complements the Tour’s focus on innovation and engagement. This season introduces a new “Beat the Pro” feature, offering players the chance to outscore 2024 ISPS HANDA Australian Open champion Ryggs Johnston and win signed merchandise. Vice Golf continues its support, helping to raise the IWT’s appeal to a new generation of players worldwide. More details relating to aboutGolf’s sponsorship of the Inrange World Tour can be found here.
CIRCUITS
LIV GOLF SECURES GLOBAL PARTNERSHIP WITH HSBC
LIV Golf has announced a multi-year global partnership with HSBC, marking the first time the golf league has joined forces with a major international banking and financial services provider. The agreement will span all 14 events of LIV Golf’s global season and provide team-specific support to Crushers GC, captained by Bryson DeChambeau, and Majesticks GC, co-captained by Lee Westwood, Ian Poulter, and Henrik Stenson. Kicking off at LIV Golf Andalucía from July 11–13 at Real Club Valderrama, HSBC will also become the presenting partner of LIV Golf’s “9 to Play” broadcast segment. The partnership reflects HSBC’s long-standing relationship with golf and expands its presence alongside LIV Golf’s platform.
Both organizations emphasized the alignment of their desire to expand access to golf, engage new audiences, and inspire the next generation of players. “HSBC has more than two decades of legacy in the sport and we can’t wait to bring another level of excitement to our clients and sport fans,” said Barry O’Byrne, CEO of International Wealth and Premier Banking at HSBC. LIV Golf CEO Scott O’Neil praised HSBC’s role in professional golf, calling the bank “an inspiring and admirable” supporter of the game. In addition to enhancing LIV Golf’s global visibility, HSBC will collaborate on grassroots community programs and financial literacy initiatives. Further details of the new partnership between LIV Golf and HSBC can be found in the jointly issued press release here.
GENESIS EXTENDS SCOTTISH OPEN PARTNERSHIP THROUGH 2030 IN NEW DEAL WITH PGA TOUR AND DP WORLD TOUR
The DP World Tour and PGA Tour have confirmed a multi-year extension with Genesis to remain the title sponsor of the Genesis Scottish Open through 2030, solidifying the luxury automaker’s role as a key partner in global golf. First co-sanctioned by both tours in 2022, the tournament forms part of the DP World Tour’s Rolex Series and PGA Tour’s FedExCup, and continues to grow its status, drawing a strong field from both tours, with additional spots in the field reserved for Korean players in tribute to Genesis’ routes. This year’s edition is returning to The Renaissance Club for the seventh consecutive time, with the event staying at the exclusive club till 2026. Defending champion Robert MacIntyre, who ended a 25-year drought for Scottish winners with a dramatic birdie in 2024, headlines a field that also includes recent champions Rory McIlroy and Xander Schauffele. The renewed deal highlights Genesis’ expanding global footprint in golf, following its designation as the PGA Tour’s first-ever Official Automotive and Mobility Partner and its sponsorship of the Tour’s World Feed. “Renewing the Genesis Scottish Open through 2030 is a natural extension of our commitment to the game of golf and the communities it helps around the world,” said Genesis CEO José Muñoz. More details of the extended partnership are available on the PGA Tour.
THE CLUB AT PASADERA JOINS TPC NETWORK, REBRANDS AS TPC MONTEREY AT PASADERA
The PGA Tour’s TPC Network and Concert Golf Partners have announced that The Club at Pasadera in Monterey, California, has officially joined the TPC Network as its 30th licensed property and will be renamed TPC Monterey at Pasadera in celebration of its 25th anniversary. Acquired by Concert Golf Partners in 2023, the Jack Nicklaus-designed course—originally opened in 2000—becomes the second TPC-licensed property in California and the only Nicklaus Design on the Monterey Peninsula. TPC Monterey at Pasadera remains one of 39 private clubs in the Concert Golf portfolio. It now grants members access to the TPC Passport program, offering reciprocal privileges at elite venues such as TPC Sawgrass and TPC Scottsdale. Nestled within a 565-acre community, the course features dramatic elevation changes, coastal views, and a full suite of lifestyle amenities, including tennis courts, a wellness center, and a premier wedding venue. “TPC Monterey at Pasadera is a uniquely special place,” said Jack Nicklaus, reflecting on the club’s legacy and location. The rebranding marks a new era for the property, reinforcing Concert Golf’s commitment to enhancing the member experience and expanding its national footprint within the TPC Network. Further information on the rebranding to TPC Monterey at Pasadera can be found here.
ROSHN GROUP JOINS LIV GOLF AS GLOBAL PARTNER TO DRIVE YOUTH AND COMMUNITY GOLF INITIATIVES
ROSHN Group, Saudi Arabia’s leading real estate developer and a Public Investment Fund (PIF) company, has signed on as a Global Pillar Partner of LIV Golf for the 2025 and 2026 seasons, covering 19 international events. Building on previous sponsorship of LIV Golf Jeddah and Riyadh, the partnership will launch new grassroots initiatives under LIV Golf’s Potential Unleashed platform, aligned with ROSHN’s YUHYEEK CSR program. A key component is the “Rising Stars” program, unveiled at LIV Golf Andalucía, which will train and mentor up to 20 young Saudi golfers over six months, with support from LIV Golf players and local coaches. The participants will attend LIV Golf events in the UK and USA in 2025 and prepare for pro-am appearances in 2026. In addition to advancing youth access and education in golf, ROSHN will enhance fan engagement through curated hospitality, B2B hosting, and on-site experiences at five international tournaments, including the season finale in Michigan. More details on the partnership can be found via the press release issued by Business Wire here.
SPIDERCAM TO REVOLUTIONIZE BROADCAST COVERAGE AT THE 153RD OPEN AT ROYAL PORTRUSH
In a first for golf, Spidercam technology will be deployed at The 153rd Open at Royal Portrush, offering millions of global viewers unique angles of the action, particularly around the 18th green. Suspended on a four-point wire system above the final hole, Spidercam will deliver aerial shots and sweeping views of approach play and short-game finesse, with the highlight being the capture of the winner’s walk toward victory on Sunday, July 20. Widely used in football, rugby, and cricket broadcasts, Spidercam will now complement The Open’s broadcast arsenal, including drone footage, Toptracer, and bunker-cams. Neil Armit of The R&A said the innovation reflects a commitment to “the highest standards in live television production.” At the same time, European Tour Productions, in partnership with IMG, views it as a key step in delivering “a truly immersive experience” for fans. With 48 hours of primary coverage and expanded digital access via TheOpen.com, R&A TV, and the official app, this year’s Open promises the most engaging viewing experience in the Championship’s storied history. More details of the technology being employed to capture this year’s Open Championship can be found here.
EQUIPMENT
CALLAWAY LAUNCHES X FORGED AND X FORGED MAX IRONS WITH TOUR-INSPIRED DESIGN AND FEEL
Callaway Golf has officially launched its new X Forged and X Forged Max irons, which will be made available globally from July 27. Initially exclusive to Japan, the X Forged irons gained traction in 2024 among professionals on the DP World Tour, Asian Tour, and women’s KLPGA and JLPGA circuits, praised for their tri-sole construction, one-piece 1020 Carbon steel feel, and high-toe address profile. Tailored for elite ball strikers, the X Forged features a compact cavity back, minimal offset, and a thin topline for maximum shot control and smooth turf interaction. Meanwhile, the X Forged Max offers a slightly more forgiving profile with a refined topline, player-friendly cavity back, and a similar tri-level sole, blending precision with added playability. Both models aim to deliver the crisp sound and soft feel preferred by better players, with pricing set at $220 (£165, €190) per iron—$1,320 (£980, €1,130) for a 6-piece Max set and $1,540 (£1,140, €1,320) for a 7-piece X Forged set. More details of the two new releases can be found at Callaway Golf.
CALLAWAY CELEBRATES HAPPY GILMORE 2 WITH LIMITED-EDITION HOCKEY STICK PUTTER AND CUSTOM GOLF BALLS
In celebration of Happy Gilmore 2, set to debut on Netflix July 25, Callaway Golf has announced a special release of themed equipment inspired by the iconic comedy franchise. Headlining the launch is the Limited Edition Odyssey Hockey Stick Putter—a real-life replica of the unforgettable club wielded by Adam Sandler’s Happy Gilmore nearly 30 years ago. Retailing at $499.99 (£369.99, €429.99), the 44-inch non-conforming putter features a urethane face insert styled to resemble hockey tape. Though not legal for tournament play, the putter is designed purely for fun and nostalgia, marking a playful crossover between hockey and golf as seen in the cult classic.
To complement the putter, Callaway has also released a run of Happy Gilmore 2-themed Chrome Tour golf balls, now available worldwide for $59.99 (£44.99, €51.99) per dozen. The balls, which are used by multiple Tour players and featured in the film, are adorned with references from the original movie, such as Happy’s Boston hockey jersey and memorable catchphrases like “Just tap it in” and “It’s all in the hips.” While the putter will be available starting July 25 to align with the film’s release, the golf balls hit retail shelves on July 11, offering fans of the film and the game a chance to bring a piece of movie history to the course. More details can be found at Callaway Golf.
PEOPLE TO WATCH
CLUB CAR HAS DELIVERED TWO CUSTOM ELECTRIC VEHICLES TO POPE LEO XIV FOR USE ON INTERNATIONAL VISITS. The specially designed cars were developed by Garia, a Club Car subsidiary, in partnership with Italian distributor Exelentia and the Gendarmerie Corps of Vatican City. Compact yet secure, the vehicles are optimized for easy air transport without the need for disassembly. Built with precision engineering, the vehicles offer enhanced mobility for the pontiff’s global engagements. More details at Club Car.
IMPERIAL HAS NAMED ANDREW BLATNIK AS NATIONAL SALES MANAGER – GOLF. In this new role, Blatnik will lead the green grass sales team, strengthen national account partnerships, and expand Imperial’s presence in the events space. He joins forces with seasoned industry executive John Anderson, Vice President of Sales – Golf. Blatnik also continues to serve as Vice President of Peter Millar licensing, managed exclusively by Imperial. The full price release is available on The Golf Wire.
MUST READ/WATCH
If you have some spare time over the weekend and are looking for something to read, we can recommend the following:
Following some of today’s industry stories covering initiatives to improve the golfer’s experience at driving ranges. Inrange has put together a series of case studies and concepts, which are featured in The First Call. Part one looks at inventory expansion as a means to drive more revenue.
Know Your Customer (KYC) is playing an increasingly important role in helping golf clubs thrive in an ever-competitive environment. The Revenue Club’s Chris Knight has shared his thoughts in an article for the PGA’s website, covering the importance of building a robust CRM system to meet the demands of club members.
There aren’t many golfers who have gotten the better of Tiger Woods. Ed Fiori is part of a small club of golfers who can say they beat Woods coming down the stretch in a PGA Tour event. Admittedly, Woods was still only 20 at the time and only playing his third event as a professional, but Fiori prevailed to capture his fourth and final PGA Tour title. Fiori lost his battle with cancer this week, and Sports Illustrated’s Max Schreiber looks back on Fiori’s long career.
Justin Parsons is a rising star in the world of coaching, working with players such as Aldrich Potgeiter and 2023 Open Championship winner, Brian Harman. Parsons hails from Northern Ireland and, in a podcast with The Golfer’s Journal, talks through the intricacies of mastering Royal Portrush ahead of next week’s Open Championship.
Have a good weekend!