The First Call 01-20-2026

FIRST THOUGHT

In time for this week's PGA Show, which will showcase all of the golf industry's new trends and products, Harris Poll conducted a survey of American golfers regarding apparel and tech trends. Essentially, they want to stay cool. Here were three takeaways:
▪️ 84% prefer apparel that incorporates cooling technology
▪️ 68% may pause or abandon rounds early due to heat
▪️ 73% say warm weather hurts performance

POLL

▪️ Do you approve of how the PGA Tour handled Brooks Koepka's return? | Vote
▪️ Previous: Will your bag of clubs look different in 2026? | Results

QUESTION OF THE WEEK

▪️ What is your opinion regarding Brooks Koepka's return to the PGA Tour? | Respond
▪️ Previous: In LPGA Tour commissioner Craig Kessler's first full season, what do you believe should be his main objectives? | Read

How a wine spill spawned Fescue & Dunes

The e-commerce idea was hatched by Tim Neill’s inability to readily find specific high-end club merchandise online.

GOLF INDUSTRY NEWS

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

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

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

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

Babygrande Golf: Names Patrick Plank as president

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

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

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

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

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

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

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

Inrange: Reports on indoor range debut

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

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

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

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

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

SuperStroke: Chris Gotterup wins Sony Open

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

Malcolm DeMille: Delivering custom trophies, awards, jewelry

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

DrinkTanks: Displaying premium insulated drinkware at PGA Show

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

Full Swing: To showcase new products at PGA Show

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

Tite Eyewear: To make brand debut at PGA Show

Company's eyewear is engineered exclusively for golf

Thor Guard: To exhibit at PGA Show

Company passes the 30-year mark as an exhibitor

Khalhon: To exhibit at PGA Show

Company reimagines American prep apparel

Kismet Golf: Showcasing tournament management platform at PGA Show

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

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

The Water Weasel: To exhibit golf ball retriever at PGA Show

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

Created Co.: Making second successive appearance at PGA Show

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

North Water: To exhibit at PGA Show

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

READ, WATCH, LISTEN

▪️ Everything about Chris Gotterup is a sign of the times in pro golf
[Sean Zak | Golf.com | Read]

▪️ ‘Best Tour in world’: Patrick Reed shocks with PGA Tour return comments
[Kevin Cunningham | Golf.com | Read]

▪️ Chris Gotterup opens PGA Tour season by winning Sony Open for his 3rd straight year with a title
[Doug Ferguson | Associated Press | Read]

▪️ With strongest field in years, The AmEx makes a compelling case for relevancy in PGA Tour's future schedules
[Tod Leonard | Golf Digest | Read]

ICYMI

Design Notes: Brian Curley, Fred Couples spruce up The Palms

North Carolina’s Jefferson Landing debuts its John LaFoy-designed short course; Greg Norman Design set to open Vietnam’s Van Lang Empire

TFC PODCAST / VIDEO NETWORK

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ARCHIVES: 🎧 Podcasts | ▶️ Videos

TFC GOLF JOB BOARD

THIS WEEK'S FEATURED LISTINGS

▪️ Sales Rep
Mileseey Golf
Chicago, Illinois | Info

▪️ Mizuno Golf Fitting Technician
Mizuno Corporation of America
Santa Rosa, California | Info

▪️ Brand and Member Marketing Lead
PGA of America
Frisco, Texas | Info

▪️ The First Call Job Board
▪️ Buffalo Groupe Job Openings

CALENDAR

JANUARY
20: AGM Retail Conference and Product Preview Reception, Orlando, Florida | Info
20-21: Golf Business Conference, Orlando, Florida | Info
20-22: BIGGA Turf Management Exhibition, Harrogate, England | Info
20-23: PGA Show, Orlando, Florida | Info

FEBRUARY
17-21: Club Management Association of America World Conference and Club Business Expo, Anaheim, California | Info

COMPLETE CALENDAR >

To submit events for the calendar, please include the event name, date, location and informational link to info@firstcallgolf.com.