GBR Sunday Edition | We Asked ChatGPT and Claude.ai to Predict Golf Industry Trends for 2025 and Here’s What They Said
Every Tuesday and Friday Morning (unless the flu gets us), We Bring You the Ten-Minute Summary of What Happened Last Week in the Golf Industry While you Were Golfing.
Good evening, GBR family, Neil and Tom here tonight.
First, we want to apologize for the delay in sending this newsletter. We know you’re used to receiving it on Friday mornings, but an unexpected flu outbreak threw off our schedule. We truly appreciate your patience and hope tonight’s edition makes the wait worthwhile.
As we write to you this evening, our hearts go out to the families facing the devastation of the wildfires in California. We’re keeping them in our thoughts and sending strength during these challenging times.
1. INDUSTRY
WHAT CHATGPT AND CLAUDE.AI PREDICT ABOUT TRENDS IN THE GOLF INDUSTRY FOR 2025
Predicting markets is notoriously tricky, even for Wall Street’s most seasoned experts. Take the S&P 500, for instance: it closed 2024 at a remarkable 5,882, marking a second consecutive year of 20%+ gains. Yet, at the start of the year, analysts predicted a far more modest 4,850—a glaring miss. With experts missing the mark so often, we decided to shake things up and let Silicon Valley take a swing at it. What would AI predict for the golf industry in 2025? Armed with OpenAI’s $20-per-month ChatGPT-4 and Anthropic’s Claude 3.5 Sonnet (knowledge cutoff: April 2024), we put their processors to work to answer some big questions:
How will major golf operators perform in the stock market?
Will there be a headline-grabbing acquisition, merger, or consolidation reshaping the industry?
Which under-the-radar startup will rise to become the next household name by year’s end?
How will consumption KPIs like rounds played, memberships sold, and equipment sales evolve?
What breakthrough tech could go from niche innovation to the holiday gift of the year in 2025?
And, of course, the million-dollar question: Will Team USA reclaim the Ryder Cup at Bethpage Black, or will Luke Donald’s European squad storm the New York fortress for another dramatic victory?
The answers? They’re reserved for our beloved and generous paid subscribers. But don’t worry for the rest of you, it’s only 11.5 months until we find out whether AI hits the fairway or misses the cut.
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PUMA FILES LAWSUIT AGAINST TIGER WOODS' SUN DAY RED LOGO OVER TRADEMARK CONCERNS
German sports brand Puma has begun legal proceedings against Tiger Woods’ clothing line Sun Day Red. The company alleges that the Sun Day Red logo closely resembles its iconic "Leaping Cat" design, which has been used since 1969. Writing in Golf Digest, Joel Beall states that Puma's petition to the U.S. Patent and Trademark Office claims that the similarity between the logos and the overlapping goods and services could lead to consumer confusion.
This legal challenge follows a September lawsuit by Tigeraire, which accused Sun Day Red of "unlawfully hijacking" its branding design. While Tigeraire’s logo also features a leaping tiger, Sun Day Red countersued, leaving the litigation unresolved. Tiger Woods introduced Sun Day Red in February 2024, marking the end of his 27-year relationship with Nike. The brand’s leaping tiger logo, featuring 15 stripes, symbolizes Woods' major championship victories. Speaking about the ongoing disputes, a TaylorMade representative expressed confidence in the brand's trademarks and logos. Meanwhile, Woods was recently seen wearing Sun Day Red apparel during the TGL debut, underscoring the brand's prominence in golf’s evolving landscape.
BRYAN BROS AND GRANT HORVAT TAKE OWNERSHIP IN TAKOMO GOLF
Takomo Golf, a Finnish club manufacturer, has announced a new ownership deal involving the Bryan Brothers and fellow content creator Grant Horvat. The Bryan Bros will join Horvat as both ambassadors and shareholders, marking an exciting partnership for the brand.
A Strategic Partnership for Modern Golf Marketing. Wesley Bryan came close to capturing his full playing rights on the PGA Tour this year. He finished second behind Billy Horschel at the Corales Puntacana Championship, playing Takomo irons for a year. Now, alongside his brother George, he will use Takomo clubs exclusively in all competitions and content creation. This partnership extends beyond a traditional sponsorship, as the Bryan Bros are now invested stakeholders, following Horvat's lead in aligning with the brand both on and off the course.
Harnessing the Power of Digital Influence. With the Bryan Bros’ YouTube channel boasting over 505,000 subscribers and Horvat nearing the million mark with 991,000 followers, Takomo is leveraging its combined digital reach to introduce a younger, more tech-savvy audience to its products. Horvat and the Bryan Bros have a highly successful content collaboration with the “Major Cut Series” being aired on both channels. The three have also filmed content with players such as Jon Rahm, with Horvat and Wesley Bryan also having matches against Phil Mickelson, which drew high viewing numbers.
Innovation Meets Accessibility. Takomo’s CEO, Sebastian Haapahovi, emphasized the brand’s mission to redefine how golfers discover and engage with the sport. “Golf is evolving. The way people engage with the game, get introduced to it, and even buy their clubs is changing,” he said. “Grant Horvat and the Bryan Bros have been at the forefront of this transformation, bringing new energy and accessibility to golf.” Takomo’s irons also come in at a premium compared to the major brands, with a set of fully-forged Takomo irons available for $670.
Driving Product Development. Wesley Bryan’s role goes beyond promotion—he has been actively consulting on Takomo’s next-generation wedges, set for release in late 2025. His competitive success using Takomo clubs underscores their quality, while his influence in product development highlights the brand’s commitment to innovation.
Capitalizing on a Growing Trend. Takomo’s move aligns with broader shifts in the golf industry, where content creators play an increasingly influential role. PGA Tour golfer Michael Kim has called for more integration of creators into the sport’s ecosystem, and initiatives like the PGA TOUR’s Creator Series reflect this trend. Takomo’s partnership with Horvat and the Bryan Bros positions it as a forward-thinking brand tapping into the power of digital media to grow its reach and impact.
TGL VIEWING FIGURES ANNOUNCED
The premiere of TGL, featuring Bay GC vs. New York GC, averaged 919,000 viewers from 9:00 to 11:00 p.m. ET on ESPN, peaking twice at 1.1 million viewers. Despite a Pitt-Duke basketball lead-in with only 751,000 viewers, TGL significantly outperformed the same Duke-Pitt matchup in the 9 p.m. window last year, with a 28% increase in viewership.
Sports Business Journal’s Austin Karp reported that the TGL debut surpassed NBC's 4-6 pm final-round coverage of The Sentry (868,000 viewers) and more than doubled the audience of “The Showdown” featuring McIlroy, Scheffler, DeChambeau, and Koepka on TNT/TBS in December (625,000 viewers). While the PGA Tour network average is closer to 1.9 million, the TGL debut showcased strong early interest in the innovative golf league.
The second TGL match, airing next Tuesday at 7:00 pm ET, will feature Tiger Woods and a “SportsCenter” lead-in, followed by Duke-Miami men’s basketball. With these adjustments, TGL aims to build on its successful debut and capture an even larger audience.
AHEAD UNVEILS TGL TEAM HEADWEAR COLLECTION
As the first round of matches kicked off on Tuesday evening with New York Golf Club taking on The Bay Golf Club, Ahead announced the launch of a new headwear collection for the league’s six teams, including Atlanta Drive Golf Club, Boston Common Golf, and Los Angeles Golf Club. Available at their official website, and select PGA TOUR Superstore locations, the collection features diverse hat styles with unique logo ornamentation for fans and golfers alike. In partnership with TGL, Ahead allows golf clubs nationwide to customize and co-brand headwear with TGL team logos and their own branding. This initiative brings exclusive, team-inspired designs directly into club shops, broadening the appeal of TGL and Ahead’s premium merchandise.
THE REVENUE CLUB REPORTS RECORD VISITOR INCOME FOR UK AND IRELAND GOLF CLUBS IN 2024
UK and Ireland golf clubs experienced a record-breaking year in 2024. The average club generated £170,462 in green fee revenue, an 11% increase year-over-year despite challenging weather conditions early in the year. Online bookings drove growth, accounting for 68% of income, with a 15% uplift to £112,065, while offline revenue grew by 5% to £58,397.
Average green fee prices rose 4% to £28.04 per person, slightly above inflation, as clubs passed on higher operating costs. Demand remained robust, with an average of 15,615 users visiting booking engines annually and a 10% conversion rate, highlighting the shift toward online sales as the primary revenue channel. Rob Corcoran of The Revenue Club noted a 32% uplift in revenue during the first two months of winter 2024 compared to the previous year, setting the stage for continued growth in 2025. With strategic pricing and marketing, UK and Irish golf courses are well-positioned to capitalize on visitors’ sustained appetite for high-season bookings.
TAGMARSHAL TO SHARE HOW TWO U.S. OPEN VENUES OPTIMIZE DATA FOR IMPROVED REVENUE
U.S. Open venues Hazeltine National and Erin Hills leverage Tagmarshal’s optimization system to improve operations, from managing the pace of play to boosting revenue. Erin Hills increased greens revenue by $700,000 annually, while Hazeltine uses data to optimize course setup and streamline member compliance discussions. The “Lessons From Major Championship Hosts” session will feature insights from Kyle Brandt, Head Golf Professional at Hazeltine, and Kris Schoonover, Director of Operations at Erin Hills, offering actionable strategies for public and private clubs alike.
Attendees will learn how to use AI and automation to save time, cut costs, and increase revenue while earning PDR credits. The session takes place Thursday, January 23, at 9:45 a.m. in Room W230D of the Orange County Convention Center. Throughout the PGA Show, Tagmarshal will host live demos and ROI evaluations at Booth 3123, showcasing its technology used by 600+ courses, including 40 of the top 100 in the U.S. This is a story of First Call Golf.
2. CIRCUITS
CREATOR SERIES EXPANDS: PGA TOUR BRINGS GOLF’S DIGITAL STARS TO ICONIC EVENTS IN 2025
The PGA TOUR and Pro Shop Studios are launching a 2025 season-long creator series featuring top YouTube personalities. The initiative follows the overwhelming success of the inaugural Creator Classic in 2024, held on the eve of the Tour Championship at East Lake, which had over 2.6 million viewers and trended as the No. 2 video on YouTube.
Creator Series Expands to Three Events in 2025: Building on the momentum of the Creator Classic, the PGA TOUR will host three competitions at iconic venues:
THE PLAYERS Championship at TPC Sawgrass on March 12.
Truist Championship at Philadelphia Cricket Club on May 7
TOUR Championship at East Lake Golf Club on August 20.
A Star-Studded Lineup: More than 20 of the most engaging YouTube golf creators, including returning stars and new faces, will participate. Each event will feature unique competition formats and broadcast-quality production, including ShotLink data, Trackman shot tracing, and on-screen graphics.
Immersive Fan Experience: Live streams will be available across platforms such as YouTube, ESPN+, and NBC, while fans can attend in person with Practice Round tickets.
The success of the Creator Classic: The 2024 Creator Classic proved the power of digital creators in transforming golf’s appeal, engaging 60 million fans across social platforms. Since then, the PGA TOUR has introduced the Creator Council to integrate creator-driven content further into the sport.
Pro Shop Studios Collaboration: Emmy-winning producers Chad Mumm and Mark Olsen, known for Netflix’s “Full Swing,” will lead production efforts, cementing golf’s connection to broader cultural narratives.
The announcement of the Creator Classic Series comes in the wake of the inaugural TGL by SoFi league kicking off, which the PGA Tour will be keen to highlight its willingness to explore new ways of getting people interested in golf. Full Story in the official website of the PGA Tour.
KEVIN KISNER NAMED U.S. RYDER CUP VICE CAPTAIN FOR THE 2025 MATCHES AT BETHPAGE BLACK.
Announced Wednesday, Kisner joins Webb Simpson and Brandt Snedeker as part of U.S. Captain Keegan Bradley’s leadership team for the Sept. 26-28 event. Kisner’s match-play success and personality make him an ideal fit for the vice-captain role. Bradley praised Kisner’s strong relationships, competitiveness, and ability to bring a light-hearted yet motivating energy to the team room, stating, “He changes the vibe.” A four-time PGA TOUR winner, Kisner boasts significant match-play credentials. He won the 2019 WGC-Dell Technologies Match Play, finished runner-up in 2018 and 2022, and has competed in two Presidents Cups (2017 and 2022), where his humor and insight proved invaluable. The U.S. will aim to reclaim the Ryder Cup after its 2023 loss in Rome and is building a strong home record. The U.S. has not been defeated on home turf since 2012.
ABRAHAM ANCER AND JOHN CATLIN JOIN THE STAR-STUDDED LINEUP FOR INTERNATIONAL SERIES INDIA PRESENTED BY DLF. The US$2 million tournament taking place at DLF Golf and Country Club from Jan. 30 to Feb. 2, 2025. They will compete alongside Bryson DeChambeau, Anirban Lahiri, and Joaquin Niemann in this LIV Golf-backed event debuting on the subcontinent. More in LIV Golf.
3. EQUIPMENT
CLEVELAND GOLF UNVEILS RTZ WEDGES FEATURING Z-ALLOY
Cleveland Golf has launched its new RTZ Wedges, introducing Z-Alloy, a new steel formula created by Cleveland’s engineers to offer superior feel, forgiveness, and greenside control. Extensive R&D testing revealed RTZ Wedges to be 10% softer than RTX 6 ZipCore Wedges, with redistributed weight and Cleveland’s ZipCore technology optimizing the center of gravity for improved consistency and performance. RTZ Wedges feature rust-resistant Z-Alloy, extending performance and appearance longevity while maintaining up to 15% more spin over time than traditional wedges. With four sole grind options, including the new ADAPT grind for creative greenside shots and precision-milled leading edges, these wedges cater to diverse playing styles and conditions. Equipped with features like HydraZip for maximum wet-condition spin, UltiZip grooves for cleaner impact, and Rotex Milling for enhanced friction, the RTZ Wedges look to provide more versatility and precision. Available from February 15, the wedges are priced from $199 (£159,€189.)
CALLAWAY LAUNCHES THE CHROME TOUR TRIPLE DIAMOND GOLF BALL
Designed for high clubhead speeds and Tour professionals. It offers a penetrating flight and lower spin for exceptional performance in various conditions. The ball features a newly developed Seamless Tour Aero dimple design that ensures a consistently stable trajectory even in challenging weather or course conditions. Its optimized core balances long-distance performance with a superior feel, delivering speed and responsiveness tailored to better players. An advanced urethane cover enhances launch angles and reduces spin rates, enabling golfers to achieve greater distance and control. The Chrome Tour Triple Diamond, available in White and Triple Track models, will be available at retail stores on January 31. It is priced at $68 (£55,€65) per dozen.
4. PEOPLE
Sports Impact has appointed Nick Addecott as its Chief Marketing Officer to drive global PR and marketing initiatives. Based in London, Addecott brings over 20 years of senior management experience, including roles at WSM Communications and Maverick Sports & Entertainment. His areas of expertize cover sports technology, digital solutions, and social media. Sports Impact provides bespoke marketing communications services globally.
Fred Vuich will receive the PGA of America Lifetime Achievement Award in Photojournalism, honoring his remarkable career in sports photography. Vuich, celebrated for his ability to capture iconic moments on and off the golf course, will be recognized in April during the ISPS GWAA Dinner in Augusta, Georgia. One of Vuich’s most famous photographs, of Tiger Woods teeing off at the Masters in 2001, earned global recognition, becoming one of 19 SI covers and receiving multiple prestigious awards.
Me and My Golf announces a new equipment partnership with Titleist. Andy Proudman and Piers Ward announced their new partnership with Titleist in a video released on their YouTube channel on January 9th. Following tour-level fittings at the Titleist Performance Institute in California, Me and My Golf will now exclusively use Titleist golf balls and clubs, with the partnership being featured across both brands' platforms.
5. JUST FOR PAID SUBSCRIBERS
PREDICTING GOLF INDUSTRY TRENDS FOR 2025: INSIGHTS FROM CHATGPT AND CLAUDE
Can AI predict the future of golf in 2025? We tasked ChatGPT-4 and Claude 3.5 Sonnet with tackling some of the golf industry’s biggest questions as the year begins:
Which major operators will dominate the stock market?
Will a blockbuster merger or acquisition reshape the landscape?
Which emerging startup will become a household name?
How will player behavior and KPIs like rounds played and memberships sold evolve?
Could a breakthrough tech innovation become the must-have gift of the year?
Finally, the million-dollar question: Can Team USA reclaim the Ryder Cup at Bethpage Black, or will Europe stage another unforgettable triumph?
These are the questions we posed to the two most used AI assistants—and spoiler alert: their answers don’t always align.
[Coming up: 2,300 words with an estimated reading time of 9.5 minutes.]