The First Call 01-23-2026

FIRST THOUGHT

Is it possible for a player to be in mid-season form in his season-opening start? Perhaps, if the player is Scott Scheffler. Yes, Min Woo Lee and Pierceson Coody shot 10-under-par 62s to hold the opening-round lead at The American Express, but a shot back is the world No. 1 and reigning PGA Tour Player of the Year. In shooting a bogey-free, 9-under 63, Scheffler posted his lowest 18-hole score in 19 career rounds played in The American Express. And he did it on the second hardest of the three courses on Thursday, La Quinta Country Club. The field scoring average at La Quinta was 67.43. Lee and Coody played the Nicklaus Course, which played to a 66.75 scoring average.

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

Is golf's participation boom sustainable?

According to the National Golf Foundation, the answer is yes as long as the Tiger Woods boom period from 1999-2003 is carefully monitored.

PGA Show Notes: Johnnie-O seeks to fill the closet

The Genius golf ball brings data analysis to golfers' putting game, while Scott Golf's new putter, The Woody, lives into name.

PGA Show apparel aisles give early peek at 2026

The annual show reveals what is new in apparel, footwear and accessories — and there is plenty to look forward to.

GOLF INDUSTRY NEWS

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

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

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

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

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

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

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

Tour Edge: Begins 2026 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

Oars + Alps: Debuts skin saver collection at PGA Show

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

Genius: Celebrates debut at 2026 PGA Show

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

READ, WATCH, LISTEN

▪️ The American Express has a legitimate place on the PGA Tour. Is that enough?
[Larry Bohannan | Palm Springs Desert Sun via Golfweek | Read]

▪️ Rory McIlroy finally won the Masters. Now he’s chasing 3 more goals
[Alan Bastable | Golf.com | Read]

ICYMI

How VertaCat is keeping dreams alive

The adaptive golf cart turned hope into reality for Max Togisala and Mike Nicholson, and is making the game more accessible for mobility-challenged players.

PGA Show Notes: A few new spins to old concepts

Next Round changes club trade-in dynamic; AyrSupport adds layer of security to club travel; Water Weasel is more than a creative name.

TFC PODCAST / VIDEO NETWORK

RECENT DROPS

🎧 GOLF INNERVIEW WITH ANN LIGUORI
Oh how the Irish eyes are smiling
Guests: Paul McGinley, Padraig Harrington and Ed Walsh, the U.S. Ambassador to Ireland.
Listen | Archives

🎧 GOLF AND THE GOOD LIFE
AI and golf travel planning: What it gets right and where it falls short
Hosts: D.J. Jones and Connor Evers, Haversham & Baker Expeditions.
Listen | Archives

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
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.