TFC Week In Review 01-30-2026

FIRST THOUGHT

THIS WEEK'S EDITIONS OF THE FIRST CALL

Monday | Tuesday | Wednesday | Thursday | Friday

QUESTION OF THE WEEK

▪️ What is your ideal setting to watch golf — either remotely or in person? | Respond

The Starter: Nelly Korda has something to say

Amid the hubbub of Brooks Koepka returning to the PGA Tour, one of the the LPGA's brightest stars spoke out about the new WTGL and a missed opportunity; Blades Brown, 18, is living large right now.

LISTEN

BUSINESS

Audubon International: Twin Dolphin Club earns certification

The Los Cabos, Mexico, club achieved Signature Sanctuary Gold Certification for its comprehensive commitment to sustainable best practices

Babygrande Golf: Partners with Scoreboard

Strategic partnership unites the leaders in collegiate data and live streaming to raise the visibility of the sport

Drvn Golf: Introduces unified body–swing certification

New certification delivers an integrated body and swing system for PGA professionals and fitness coaches seeking measurable results and long-term athletic development

LPGA: Names Ford as the official vehicle of the LPGA Tour

As part of the multiyear partnership, Ford is launching the "Power Her Drive" mentorship program

LPGA | Pro Shop: Enter into licensing and rights agreement

The partnership provides licensed access to LPGA highlights, archival footage and on-site events to drive deeper coverage and original content

Malcolm DeMille: Introduces Complete Club Package

New offering is designed to make premium custom trophies, gifts and awards both accessible and consistent

MGI Golf | GFAA: Announce strategic partnership

MGI becomes the category-exclusive electric golf caddy partner of the Golf Fitness Association of America in an effort to advance health, fitness and walking in golf

National Golf Foundation: Releases annual state-of-industry Graffis Report

NGF’s member-only overview features golf participation and course supply data along with rounds information for 2025

PGA Tour: Taps Cutwater as its official canned cocktail

The announcement expands existing partnership with Anheuser-Busch

Troon: Named 'Management Company of the Year' by Boardroom

Company receives honor for the 12th consecutive year

Zero Restriction | AJGA: Announce multiyear partnership

As part of the agreement, Zero Restriction has been named the preferred outerwear provider for the American Junior Golf Association and the presenting sponsor of the Zero Restriction Preview at Bethpage in 2026

CLUBS / COURSES

Apes Hill Barbados: Earns multiple 'Best' golf course rankings

Golf World and Golfweek recognize the venue’s golf resort amenities

Circling Raven: Recognized by Golfweek, USA Today

Coeur d’Alene Tribe-owned course designed by Gene Bates earns Top 100 ranking

Colonial CC: Reopens following $9 million course renovation project

The Fort Myers, Florida, course underwent a nine-month renovation under the direction of Gordon Lewis, the course’s original architect

Mauna Lani: To host 35th Amer Ari Invitational

Collegiate tournament is hosted by the University of Hawaii at Hilo and the University of Hawaii at Manoa

Rancho Manana GC: Bridge keeps club operating during, after wet weather

The Cave Creek, Arizona, club recently completed construction of a new 199-foot-long by 9-foot-wide steel truss bridge connecting holes two and three

Southern Trace CC: Wins Golf Inc. magazine's Golden Fork Award

Shreveport, Louisiana, club placed third in the publication's Remodeled F&B Facility — Private category

Troon: 12 affiliated golf retail shops receive AGM honors

Kapalua Golf’s Plantation Course golf shop is named among best in the 2026 AGM Platinum Awards — Top 100 Golf Shops

Troon: 45 affiliated facilities are named to Golfweek’s 'Best' lists

The courses are named in the publication's newly published "Ultimate Guide of Best Courses" for 2026

COMPETITION

APGA: Marcus Byrd wins APGA Farmers Insurance Invitational

Win earns Byrd his ninth APGA Tour title and a sponsor exemption into the PGA Tour’s Farmers Insurance Open

Chubb Classic: Announces latest commitments

Past champions Stephen Ames, Joe Durant, Lee Janzen, Scott Parel, Kenny Perry and Kirk Triplett set to return to Naples, Feb. 13-15, for the PGA Tour Champions event

Chubb Classic: To hold 19th First Tee Champions Challenge

Participants representing five First Tee Chapters will compete in a three-day tournament in conjunction with the 2026 PGA Tour Champions event

TMRW Sports: Confirms Lottie Woad, Rose Zhang to compete in WTGL

Players will join fellow WTGL players Brooke Henderson, Charley Hull, Lydia Ko and Jeeno Thitikul in the LPGA Tour’s season opener, Hilton Grand Vacations Tournament of Champions

DESTINATIONS

Explore Branson: Highlights golf, other events in the Missouri Ozarks in 2026

Region features top-rated courses and food

Marriott Golf: Showcases Tabori Golf Club & Resort as 2026 begins

Georgia destination is part of Marriott’s Autograph Collection and welcomes early planners to secure their spring golf escape

Marriott Golf: Showcases the St. Regis Punta Mita

Punta Mita, Mexico, destination is home to 36 holes across two Jack Nicklaus Signature Golf Courses

EVENTS

First Tee: Announces its 2026 leadership schedule for junior golfers

Signature programs bring young people face-to-face with business leaders, professional athletes and life-changing opportunities

Five Iron Golf: Now offers Callaway Tour Fitting

Golfers can experience Callaway’s new Quantum equipment line — drivers, fairways, hybrids, and irons — with complimentary fitting on qualifying purchases

Horseshoe Bay Resort: Comedy Festival returns Feb. 14-15

Comedy veterans Tammy Pescatelli and Ryan Hamilton headline fun-filled Presidents’ Day Weekend

Indoor Golf Alliance: To host Feb. 5 webinar

Free event will be held online at 11 a.m. ET

Lansdowne Resort: Opens enrollment for 'Swing & Serve' summer camps

Four-day junior camps at Leesburg, Virginia, destination offer instruction, swimming, and other activities

PGA Show: 73rd edition showcases golf’s momentum

This year's event welcomed more than 34,000 industry professionals from 90 countries and all 50 U.S. states

GEAR

GolfForever: Scottie Scheffler wins 20th PGA Tour title

World No. 1 and brand ambassador won The American Express by four strokes in first start of 2026

True Spec Golf: Compares Ping's new G440 K to its G430 Max 10K

Brand-agnostic clubfitting company gets insights from a Ping senior product engineer

True Spec Golf: Ping S259 wedge testing

The clubfitting company is joined by Ping's vice president of fitting and performance, who provides insights into the new wedge line

True Spec Golf: Tests 2026 Callaway Quantum driver

Brand-agnostic clubfitting company discusses the Quantum drivers with Callaway Golf’s director of research and development

True Spec Golf: Tests the Cobra King TEC Mini driver

Brand-agnostic clubfitting company, breaks down what makes the Cobra King TEC Mini driver different with insights from Cobra’s vice president of product architecture

True Spec Golf: Tests the Titleist Vokey SM11 wedge

The brand-agnostic clubfitting company does a deep dive on the new wedges, taking five different grinds out to the practice green to test real turf interaction and shot versatility

MEDIA

CBS Sports: Begins 2026 PGA Tour season at Torrey Pines on CBS, Paramount+

CBS Sports’ PGA Tour schedule highlighted by six signature events and the FedEx Cup Playoffs

Golf Channel: Brooks Koepka's return highlights coverage

The PGA Tour’s Farmers Insurance Open will air live on Golf Channel from 3-7 p.m. ET Thursday-Friday and 1-3 p.m. ET Saturday-Sunday

Golf Channel: The American Express viewership is most for event since 2015

Four-day coverage of the PGA Tour's The American Express averages 515,000 viewers on Golf Channel, up 124% vs. 2025

PEOPLE

Atlanta Athletic Club: Adds 2 new golf staff

New golf instructor, director of retail join golf team

GCSAA: Watson Fellowship Program sends 3 researchers to conference

Watson Fellowship Program recognizes future educators and researchers for their contributions and will send them to the 2026 GCSAA Conference and Trade Show

Landscapes Unlimited: Promotes Ross Adkins

Adkins becomes senior program manager within the company's project development group

Payntr Golf: Signs PGA Tour player Sam Burns as newest brand ambassador

Burns, a multiple-time PGA Tour winner and Ryder Cup competitor, currently wears the Moving Day model, part of Payntr's Golf’s Classic Collection

PGA Jr. League: Recognizes coaches with #GameChanger Awards

The league honored 105 PGA of America Golf Professionals and LPGA Professionals for advancing youth golf through programming as PGA Jr. League coaches

PGA of America: Chris Sykes receives Tennessee Turfgrass Association honor

PGA Golf Club’s director of golf is named the 2025 Dr. Tom Samples Professional of the Year recipient

PGA Tour: Announces 2026 Player Advisory Council

The PAC serves as a consulting body that vets and recommends changes to the PGA Tour Policy Board on behalf of the membership

Sunnyside G&CC: Names Colin Kitson as GM

Kison will oversee golf operations, food and beverage, agronomy, maintenance operations as well as sales and marketing for the Waterloo, Iowa, club

SuperStroke: Names Blair O’Neal as brand ambassador

Golf personality will actively endorse the brand, and its club and putter grips

Tharanco Lifestyles: Awards 2025 Salesperson of Year honors

Company announced Jacob Longoria for Dunning and Chrissy Nield for GN Collection and Tourney as its salesperson winners

Troon: Adds long drive champion Maurice Allen as brand ambassador

Allen is a four-time Long Drive World Champion

VSGA: Elects board members, recognizes award winners at annual meeting

Virginia State Golf Association honored its 2025 Golfers of the Year, 2025 Service Award winners and welcomed two new members to the Association’s board of directors

PHILANTHROPY

Folds of Honor: Announces $1 million scholarship commitment

Organization will set up scholarships to qualified spouses and children of members of the New York City Police Department

Horseshoe Bay Resort: Folds of Honor Legacy Cup raises $164,000

The money be used to award scholarships to family members of service members and first responders who have fallen or been disabled while serving our country and communities

TECHNOLOGY

Golfstix: Launches ClubBuyer trade-in platform

Company launches its "door-to-payment" trade-in technology, making it fastest and easiest to sell golf clubs

Golf Channel: Brooks Koepka's return highlights coverage

The PGA Tour’s Farmers Insurance Open will air live on Golf Channel from 3-7 p.m. ET Thursday-Friday and 1-3 p.m. ET Saturday-Sunday

Platform Golf: Announces integration with Trackman

Simulators are now capable of replicating surface, lie and putting conditions via Platform Golf API

INDUSTRY NOTES