TFC Week In Review 01-23-2026

FIRST THOUGHT

THIS WEEK'S EDITIONS OF THE FIRST CALL

QUESTION OF THE WEEK

▪️ What is your opinion regarding Brooks Koepka's return to the PGA Tour? | Respond

The Starter: Scottie Scheffler is back and the chase is on

Genesis Scottish Open 2023 MVS14820 3.jpg

The World No. 1 is expected to be a season-long headline, but the game is offering up a number of other intriguing storylines

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BUSINESS

Arcis Golf | USAGA: Expand multiyear initiative

The eighth year of partnership brings expanded support, women’s-only championship and nationwide clinics to empower golfers of all abilities

Five Iron Golf: Opens its largest U.S. venue in Miami

Helping anchor the 30,000-square-foot Coral Gables flagship facility is instruction in partnership with Jim McLean Golf School, alongside Strike Club Bowling

Five Iron Golf: Signs lease to open flagship location in Austin, Texas

The 13,500-square-foot facility will blend tour-level golf training, integrated fitness and locker room amenities

Inrange: Reports on indoor range debut

Just Golf venue in greater London area proves 'indoor range' model is a viable revenue producer

LifeLabs/Harris Poll: Study — 84% of golfers want cooling tech in apparel

Results show that heat could cause 68% of golfers to take a break or abandon rounds early; 73% of golfers say warm weather negatively impacts their performance

LPGA | BDO USA: Partner to empower women on, off the course

BDO named the LPGA's official tax and audit partner

PGA of America: Takes on new role leading Make Golf Your Career job portal

Golf industry reflects on five years of expanding access as sport reaches 48.1 million Americans

PGA Tour: Unveils marketing partnership with Fage Yogurt

Dairy brand becomes official yogurt of the PGA Tour and PGA Tour Champions

PGA Tour Superstore: To open newest Atlanta location March 7

To celebrate the Buckhead Square opening with giveaways, exclusive experiences

USGA: Golf participation boomed in 2025

2025 Golf Scorecard highlights record participation with more than 82 million rounds posted domestically

CLUBS / COURSES

Concert Golf Partners: Battleground CC joins portfolio

Manalapan, New Jersey, club is located near the site where George Washington led the Continental Army in the Revolutionary War’s Battle of Monmouth in 1778

Latin America Amateur: Will return to Mayakoba’s El Camaleon in 2027

The 12th playing will be Jan. 14-17, 2027; The championship was previously held at Mayakoba in 2020

River Ranch Golf Resort: Plans first course designed by David McLay Kidd

New destination is set atop the bluffs of the Snake River near Pasco, Washington

Troon: Selected to manage World of Golf in Kentucky

Owned by the City of Florence, Indigo Sports, a Troon company, will oversee golf operations, agronomy, food and beverage, and sales and marketing at World of Golf

Vineyards CC: North Course receives Golf Digest national recognition

The publication highlights the Naples, Florida, course as one of the country’s most significant recent redesigns

COMPETITION

Future Champions Golf: Announces new exemption

2026 FCG Callaway World Championship Boys 15-18 champion to earn exemption into the 2027 Terra Cotta Invitational

TMRW Sports: Announces 5 LPGA Tour player commits to WTGL

Jeeno Thitikul, Charley Hull, Lydia Ko, Brooke Henderson and Lexi to join the women's team golf league, which launches in winter 2026-27

DESTINATIONS

Marriott Golf: Five Forts GC showcases the art of golf

The St. Regis Bermuda Resort amenity invites invites discerning golfers to experience the game in its most refined form

Marriott Golf: Touts the benefits of golf in Panama City, Panama

Panama tees up 2026 with two golf destinations that combine championship courses and luxury accommodations

EVENTS

PGA Show: To honor veterans with annual PGA HOPE Day celebration

Jan. 22 event will be highlighted by PGA Show Winter Jam Concert

GEAR

Dunning: Named official team outfitter of PGA Cup

Apparel brand to outfit the the 2026 PGA Cup Team and 2026 Women’s PGA Cup Team

SuperStroke: Chris Gotterup wins Sony Open

The 26-year-old earned his third career win while playing a Zenergy Pistol 2.0 putter grip 

Tour Edge: Begins PGA Tour Champions season backed by decorated tour staff

The brand recently announced a multiyear contract extension with longtime staff player Bernhard Langer, along Scott McCarron and Alex Cejka

True Spec Golf: Tests Cobra's 2026 OPTM driver

Brand-agnostic clubfitting company and Cobra’s vice president of product architecture discuss the design, technology and performance goals behind the new OPTM drivers

True Spec Golf: Tests TaylorMade's new Qi4 driver

Brand-agnostic clubfitting company compares the Qi4D against TaylorMade's Qi35

XXIO: Introduces Hyper RD golf ball

The Hyper RD is, the company claims, "the longest, most stable flight in XXIO golf ball history" without sacrificing feel and control

LIFESTYLE

Malcolm DeMille: Delivering custom trophies, awards, jewelry

Each piece is designed to celebrate achievement, commemorate milestones and elevate special moments

MEDIA

Golf Channel: Coverage of The American Express, PGA Show highlight week

PGA Tour’s The American Express airs live on Golf Channel starting at 4 p.m. ET Thursday-Sunday; Golf Today to provide 10 hours of exclusive live coverage of the 2026 PGA Show, Tuesday-Friday from Orlando, Florida

PGA Tour Studios: Launches newest installment of 'The Life' franchise

"The Life: Neal Shipley" premieres Jan. 24 on NBC and across PGA Tour channels

PEOPLE

Babygrande Golf: Names Patrick Plank as president

The golf media and content platform is scheduling meetings for the PGA Show

Buffalo Groupe: Promotes Glenn Gray to chief growth officer

Gray has led Buffalo Groupe’s business development strategy and vision since its inception in 2019, and he previously served as the company's executive vice president

Dunlop Sports Americas: Hires Kyle Freeman as retail brand marketing director

Freeman will focus on shaping how golfers experience the company’s brands at retail and driving performance where purchase decisions are made

Fairway & Greene: Announces partnership deal with Sepp Straka

The partnership will feature Straka wearing Fairway & Greene apparel during select PGA Tour events and participating in brand initiatives, storytelling, and activations

Global Golf Post: Names Tony Pancake as its 2026 'Pro's Pro'

First team recognition includes 12 distinguished PGA Professionals

Ibkul: Names Nancy Lopez as brand ambassador

Lopez was a winner of 48 LPGA Tour events, including three major championships, and is a World Golf Hall of Famer member

Kapolei GC: Names Greg Champion as GM

Champion will oversee golf operations, agronomy, food and beverage, and sales and marketing for the Kapolei, Hawaii facility

LPGA: Names Chad Coleman as chief marketing officer

Coleman will lead the LPGA’s global marketing, brand, communications, content, and fan-engagement strategy

NGCOA: Honors Renee Powell with the 2026 NGCOA Award of Merit

Powell became only the second African-American woman to compete on the LPGA Tour in 1967, and is a member of 15 different Hall of Fame classes, including her induction into the PGA of America Hall of Fame in 2017

Payntr Golf: Signs Min Woo Lee as brand ambassador

As part of the partnership, Lee worked directly with the Payntr Golf design and innovation team to develop the Reserve Classic Tour RS, a Tour-driven silhouette that blends classic styling with modern performance technology

PGA of America: Brian Crowell, Bernie Najar, Sean Palmer headline awards class

Thirteen award recipients to be recognized at 73rd PGA Show

PGA of America: Names Jackie Endsley as championship director for 2026 PGA

Now in her ninth year with the PGA of America, Endsley has served as championship director for six PGA of America major championships, including the 2020 KPMG Women’s PGA Championship contested at Aronimink

PGA Tour Champions: Stewart Cink named 2025 Player of the Year

Tommy Gainey earns the Hale Irwin Rookie of the Year honor

PGA Tour Wives Association: Honors Jenna Hughes

The wife of PGA Tour professional Mackenzie Hughes receives the Barbara Nicklaus Award for leadership, dedication and philanthropic impact

PXG: Signs 2025 PGA Tour Rookie of the Year Aldrich Potgieter

The 21-year-old South African's season included a win at the Rocket Classic and playoff loss at the Mexican Open

XXIO: Names sports broadcaster Charissa Thompson as brand ambassador

Thompson is expected to bring her signature energy to XXIO’s upcoming campaigns, including the all-new XXIO 14 Ladies product line

PGA SHOW

Created Co.: Making second successive appearance

Ten-year-old company will showcase its design-driven, fully customizable drinkware for golf, hospitality and lifestyle

DrinkTanks: Displaying premium insulated drinkware

Company's will exhibit advanced full-wrap digital printing capabilities

Full Swing: To showcase new products

Company will exhibit in Booth 1543, displaying its new 5 Series enclosure and growing golf course library

GolfSheds: Brings backyard golf experience to PGA Show

Company will be exhibiting at booth through Jan. 23

Khalhon: To exhibit at PGA Show

Company reimagines American prep apparel

Kismet Golf: Showcasing AI-powered tournament management platform

Founded by a former D1 golfer and 10-year software veteran

North Water: To exhibit at PGA Show

Calgary-based company to showcase its premium water brand sourced from the Canadian Rockies

Oars + Alps: Debuts skin saver collection

Men’s grooming brand expands innovation lineup with hypochlorous acid sprays designed to soothe, refresh and protect skin in the elements

Revelyst: To showcase ecosystem of brands

Company to showcase new offerings from Bushnell Golf and Foresight Sports

Sunday Swagger: To showcase apparel brand

Company will unveil its Spring / Summer 2026 collection featuring 38-plus bold new designs, along with its Masters-inspired collection

The Water Weasel: To exhibit golf ball retriever

Company claims the next-generation product outperforms all ball retrievers currently on the market

Thor Guard: To exhibit at PGA Show

Company passes the 30-year mark as an exhibitor

Tite Eyewear: To make brand debut

Company's eyewear is engineered exclusively for golf

Victory Links: Introduces steadfast food and beverage solutions

Company to host exclusive happy hour with PGA Tour champion Steve Elkington

Whoosh: To attend the PGA Show

Tee sheet and operations software provider reports that 2025 saw the brand, the product and the company’s partner ecosystem grow to new levels

Zero Friction: Unveiling 2 products

Company will introduce the Victory Tour golf glove and the Victory Tour golf ball, and will debut a patriotic line of USA golf gloves, hats, tees and towels

PHILANTHROPY

LPGA Tour: 75th Anniversary Pro-Am raises $4.1 million for LPGA Foundation

Record-setting total will uplift future generations of girls and women

PGA of America REACH Foundation: Receives $7.6 million grant

In partnership with PGA Tour Superstore, grant funding will scale PGA REACH Programming for youth and veterans over next three years

PGA of America | First Tee | Youth on Course: Announce collaboration

The three entities will join to support Aspen Institute’s Project Play 63X30 initiative, which aims to reach 63% of youth participating in sports by 2030

TECHNOLOGY

Genius: Celebrates debut at 2026 PGA Show

First day on the Show floor was highlighted by a visit from primary company investor Charles Schwab

INDUSTRY NOTES

GEAR

Bushnell Golf: Introduces its Tour V7 Shift next-generation laser rangefinder that introduces Slope First Technology. The technology shows the adjusted distance into a green on the display and how elevation impacts the upcoming shot. A new Yardage Range Recall function also allows players to confirm the last ranged distance with a simple press of the mode button, ideal during practice sessions or when double-checking yardages on course. The rangefinder will be available starting in mid-February and will retail for $399.99.

PEOPLE

HyFlyers GC: Signs Michael La Sasso, the 2025 NCAA Individual men’s champion, ahead of the 2026 LIV Golf season. La Sasso, who played collegiately at the University of Mississippi, joins a team featuring captain Phil Mickelson, Brendan Steele and Cameron Tringale.

TECHNOLOGY

SkyGolf | TruGolf: Announce a strategic SDK integration and value-added reseller partnership designed to transform how golfers practice, play, and improve both indoors and outdoors. This collaboration is the first of its kind between SkyGolf’s SuperTags and a simulation ecosystem. SuperTags are Bluetooth sensors that attach discreetly to the end of each club, capturing more than 20 swing and putting metrics. When paired with TruGolf's virtual golf experiences, the integration unlocks unified indoor and outdoor analytics through one smart performance platform, club-ID intelligence that eliminates manual club selection; and AI-ready 3D swing data enabling swing fault detection and personalized improvement. The first phase of the SuperTag + TruGolf integration is expected to launch in Q1 2026.