ORLANDO, Florida — If want to make a bold statement on the golf course then you need to check out Swag Golf.
The Chicago-based company was displaying its colorful headcovers and golf bags that feature unique designs and premium quality at the PGA Show.
Swag was founded by Nick Venson, whose background in golf was making putters for Scotty Cameron. The brand's start was beyond modest — consisting of just one headcover design.
"It sold out in a second, so Nick was like, 'I think we got something here,'" Swag president Henry Cowie says.
The company, which now employs 15 designers, offers a wide range of headcover designs, from a depiction of the movie “The Godfather” to a Philadelphia Eagles version that has a bird swooping down to grab a cheesesteak sandwich.
"We take a twist on things, so we’re not just slapping logos on headcovers," Cowie says. "People seem to love a little bit of tongue-in-cheek in the designs."
In terms of growth, the brand has entered into licensing partnerships with MLB, WWE and NFL, along with Topps. In 2021, Nicki Stricker, wife of then Ryder Cup captain Steve Stricker, reached out to Swag to design headcovers to present as a gift to the U.S. Ryder Cup team.
Recently, PGA Tour rookie Taylor Dickson sported a Happy Gilmore-themed bag designed by Swag at the recent Sony Open in Hawaii.
"He got a lot of press last week with that bag," Cowie says.
All designs are certainly colorful and eye catching, and the company has a rabid fan base clammering to see when the next limited drop of a product will be online.
"People are amazed by the creativity and innovation," Cowie says. “We’ve got a huge collector community that purchases Swag and they buy it for the exclusivity and the rarity of the items. So we'll drop things that are in super low quantity and they resell in a secondary market for very high values. We keep things super exclusive to honor the collectors and help that community grow.”
SUN MOUNTAIN LOOKS BACK WHILE GOING FORWARD
Sun Mountain Sports must feel like it is somewhat looking in the rear view mirror with its new line of luxury golf bags that were released in January.
“Sun Mountain has been making golf bags since 1981, so it's kind of ironic because we were the first company to make a lightweight golf bag and the first company to make a golf bag with built-in legs,” says company public relations spokesman Steve Snyders. “And what is popular right now are some of these retro bags. So it's like going back to the way the bags looked when the company started and that’s very interesting”
The Montana-based firm expanded its Matchplay golf bag collection to offer stealth luxury across cart, carry and Sunday bag styles. The 2025 Matchplay collection represents the strongest bag in the luxury market and includes the Matchplay, Matchplay 14, Matchplay Cart, Matchplay Swift Sunday, and Matchplay Duffel. The bags come in three colors — black, tan and Augusta green.
Sun Mountain is widely regarded as the top golf bag manufacturer in North America, and often sets the industry standard.
“A Sun Mountain bag is high quality,” Snyders says. ”The pockets are in the right places. The zippers are in the right places. It's durable and it’s going to stand the test of time. It's designed by golfers for golfers, so our new bags aren’t just a fashion piece.”
The new golf bag prices range from $289.99 to $399.99.
“These new bags have got the things you want from a modern golf bag, but they've got the look of something that's vintage,” Snyders says. "So it's like the best of both worlds.”
“These colors are associated with luxury and it is kind of like car interiors, it's a very luxurious feel. Our colors are muted — nothing real flashy in this line. The materials and the details speak for themselves."
FIBERBUILT GOES WITH INDUSTRY FLOW
For a few decades, Fiberbuilt Golf, celebrating its 30th anniversary in 2025, focused mainly on serving thousands of driving ranges with its artificial hitting surfaces.
Wow, has the business changed in just four short years, according to Fiberbuilt spokesman Greg Shoman.
"Before COVID 10 to 20 percent of our business was what I would call consumer applications, which were things like launch monitors, but the majority of the business was still ranges," Shoman says. “When COVID hit and all of a sudden everybody said, 'Well, where do I play? Where do I practice?' It just changed the entire business to now its 60 percent consumer."
And not just Fiberbuilt is selling its product. The company has forged strategic partners with golf simulator companies such as Foresight Sports that ship its product with mats included.
"We do a ton of units with guys like them, and again, they care about the quality of the turf its clients are receiving," Shoman says.
Fiberbuilt was showing off numerous synthetic hitting surfaces at this week's PGA Show, but the latest turf is part of the Player Preferred Series. It’s for the best of the best and has been on the market for about a year, Shoman says.
"Our Pure Impact Turf is specifically constructed for the better player, for teachers and for fitters," he says. "It's for the folks who want the best possible launch monitor metrics, and they want the best feedback in feel and sound at impact."
Shoman says Fiberbuilt has been well positioned to react to whatever direction golf has gone ... or is going in the future.
"We now live to be able to serve both," says Shoman, referring to the general public and practice facilities. "Our history is in facilities and commercial, but the proliferation of launch simulators, at home practice and teaching and fitting studios is just absolutely massive. For us to be able to support those guys is just as rewarding."
