Friday Jan 09, 2026
FIRST THOUGHT

THIS WEEK'S EDITIONS OF THE FIRST CALL

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QUESTION OF THE WEEK

▪️ Looking into a crystal ball for 2026, what do you believe will be the major storylines in golf? | Respond

The Starter: Hot stove chatter adds intrigue to LIV
What's to become of Si Woo Kim and Brooks Koepka, or LIV Golf for that matter?; Hideki Matsuyama is a treasure; Back to the future with equipment.
BUSINESS
Featured in 17 countries across Europe, the company is now in the U.S. and Canada with its one-stop, all-inclusive app for golfers, and affordable, robust management software for golf courses, clubs and other golf businesses
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Organization reports that 2025 continued to see strong growth in new certifications across all of its programs
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Ten-year-old initiative, formerly known as the General Manager in Training program, helps identify and cultivate future Bobby Jones Links leaders
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Data-backed approach emphasizes reps, feedback and accountability for golfers committed to getting better
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Facility introduces the company's blend of tour-level technology, social play and hospitality to Music City
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Marucci Sports becomes the exclusive sales distribution partner for Full Swing's new baseball KIT
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Golf VX Dultuh is an indoor golf and social destination that is open for year-round play, signature cocktails, craft bites and community events
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Acquisition of the historic regional distributor based in Cinnaminson, New Jersey, strengthens GT’s presence in the Northeast
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KemperSports portfolio expands with daily-fee property in Connecticut
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Chipotle becomes the official Mexican restaurant of the PGA Tour and PGA Tour Champions
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Children’s boutique is a new shopping destination for locals, visitors at the Hilton Head, South Carolina, destination
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Troon Golf, the resort and daily-fee management division of Troon, will provide agronomy, operations and sales and marketing advisory services for the Rockwall, Texas, course
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Viking becomes the official cruise line of the PGA Tour and PGA Tour Champions
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Whoosh will align its club operations and reservations platform with Long Drive Agency's AI-powered ClubChat tools
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COMPETITION
Year included 200-plus tournaments worldwide, 8,000-plus players from 40 countries, campus launch, federation partnerships, enhanced world championship and competitive pathways
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Popular indoor golf league returns with flexible scheduling, team scramble format and competitive prizes
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Teams of LPGA Tour stars will compete in WTGL’s inaugural season, coming winter 2026-27
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DESTINATIONS
Package features unlimited play on both courses plus a $50 resort credit
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Perched on Mount Tabori, the resort features a championship-level golf experience, luxury spa and sweeping panoramic views of Tbilisi, Georgia
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Orlando, Florida, academy announces two limited-time offers that combine world-class instruction with exceptional value
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EVENTS
Free webinar is scheduled for Jan. 14 at 11 a.m. ET
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GEAR
Company touts "extreme distance and optimized launch in a soft two-piece design"
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The brand-agnostic clubfitting company reviews the new Cobra 3DP irons
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Mizuno's senior product engineer dives into their design and technology while testing them in the bay with True Spec master fitters
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MEDIA
"The Smylie Show" with Smylie Kaufman, "Vanity Index Podcast" with Chad Mumm and Wells Adams, and "The Big Swing with Jimmy Roberts" will debut
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PEOPLE
Career services expert has extensive experience with GCSAA members
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Stephen Donnell and Tom Pashley, respectively, were elected to the Board of Directors, effective at the start of 2026
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Names Eric Gibson as president to lead and scale the company’s platform-led strategy
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Re-signs the longtime staffer to a two-year agreement
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Jerry Lemieux (Joe Dey Award), Paul Latshaw Sr. (USGA Green Section Award) and Stephen Proctor (Herbert Warren Wind Award) to be recognized at the USGA Annual Meeting in February
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PGA SHOW
Event will offer a comprehensive schedule of complimentary professional development programs on the Show Floor, Jan. 20-23 in Orlando, Florida
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The Jan. 20-23 event will feature an expanded racquet sports section, including a new celebrity pickleball pro-am, complimentary business programming and hands-on experiences
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The collaboration will deliver the industry-only PGA Show to consumers worldwide through a shoppable streaming series
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Leading the lineup is the Pitch rainwear series, which was recognized as the 2025 Most Wanted by MyGolfSpy
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First-of-its-kind innovation is designed to reduce the risk of golf club damage during travel
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Belttric will debut its Belttric Golf Clip with a dedicated exhibit featuring hands-on demonstrations, personalized customization consultations and buyer engagement opportunities
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New magnet-based accessory that helps keep golf gloves dry while on the course will compete for several honors during the annual Orlando, Florida, show, Jan. 20-23
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Alliance will offer information for facility operations, suppliers, golf courses and entrepreneurs considering entry into the golf industry  
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South Korean company to showcase its latest AI-powered golf solutions, Swing EZ and VTrack
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Company will unveil AI-powered Verifeye enhancements
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The curated line of performance-driven caps will be on display as Otto debuts at the PGA Show
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Towel manufacturer to showcase seven new golf towel collections
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TrueSlope, Truebreak and TruePR platforms to be demonstrated in Orlando, Florida, Jan. 20-23
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The collaboration highlights Spain’s "Coast of Golf" as a premier destination for PGA Professionals and their members
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BUSINESS

Legacy Golf Properties: Acquires Buffalo Creek Golf Club, located in Rockwall, Texas. The purchase of the Tom Weiskopf-designed course that opened in 1992 was finalized on Nov. 24.

Balsam Mountain Preserve: Receives its first Platinum Award from the Association of Golf Merchandisers. The award recognizes clubs and facilities for their skills and innovative approaches in the golf retail sector. Entries were judged on various categories including creative ideas, revenue-generating initiatives, promotions and visual displays. Balsam Mountain Preserve is a resort-style private residential community in Sylva, North Carolina.

PEOPLE

Majesticks Golf Club: Re-signs Sam Horsfield for the 2026 LIV Golf League. Horsfield, 29, has been in the league since 2022, and his best finish in three seasons was in 2024 when he was runner-up at LIV Golf Nashville.

Fireballs GC: LIV Golf franchise signs captain Sergio Garcia to a multi-year extension. The Spaniard will lead a team that includes David Puig, Josele Ballester and Luis Masaveu in the league’s first all-Spanish lineup.

Giants Ridge: Names Duane Stutzman as the general manager of the Biwarik, Minnesota, destination. Stutzman comes to Giants Ridge from Alyeska Resort in Alaska, where he was the mountain general manager for four years.

Crushers GC: Re-signs Paul Casey and Anirban Lahiri to fill out its LIV Golf League team that includes captain Bryson DeChambeau and Charles Howell III. The Crushers enter 2026 tied for the winningest team in LIV Golf history, with eight regular-season team titles and one Team Championship.

Power Tee: Appoints Tony Eccleston as managing director of UK and Europe. Eccleston will lead the company's UK and European operations, set strategic direction, oversee day-to-day performance and accelerate expansion across the region.

Ecco Golf: Adds PGA Tour player Aaron Rai to its tour ambassador lineup. Currently ranked inside the top 30 in the Official World Golf Ranking, Rai has won four times internationally — one on the PGA Tour (2024 Wyndham Championship) and three times on the DP World Tour. Rai has been wearing Ecco Golf shoes by choice for several years. 

PGA SHOW

Blue Tees Golf: Will debut advancements that extend beyond individual products at the PGA Show, including a refreshed brand identity and an expanded booth presence that will showcase exclusive previews of new products that span new categories and use cases.

Duca del Cosma: Italian fashion brand renews its partnership with the Association of Golf Merchandisers, which will include sponsorship of the AGM Platinum Awards Ceremony at the PGA Show. The event will recognize the Top 100 Golf Shops, as well as the inaugural AGM Merchandisers of the Year awards. Duca del Cosma will also serve as the official bag sponsor for the 2026 AGM Retail Conference, an education-driven event scheduled for January 20 at the Orange County Convention Center.