Dunlop Brands, and now Titleist and FootJoy, announce return to the PGA Merchandise Show

With COVID-19 infection rates lowering, equipment makers are announcing they plan to return to the PGA Show in January 2023.

In the days leading up to the 2022 PGA Merchandise Show in Orlando, Florida, the Omicron variant pushed positive tests for COVID-19 over 800,000 per day in the United States. That wave of infections forced most major golf equipment companies to pull out of the annual trade show held at the Orange County Convention Center and the pre-show Demo Day that takes place every year at Orange County National Golf Club in Winter Garden, Florida.

But with infection rates lowering, more people vaccinated and treatments for COVID-19 improving, brands are announcing they plan to return to the PGA Merchandise Show in January 2023.

2022 PGA Show Demo Day
Typically, there are thousands of people at the PGA Show’s Demo Day, but in 2022, only a few hundred people went. (David Dusek/Golfweek)

On September 15, Dunlop Brands — the parent company of Srixon, Cleveland Golf, XXIO and Asics — announced that its golf brands would be going back to the PGA Merchandise Show.

In a release, Mike Powell, the president and COO of Dunlop Sports Americas, said, “We are excited to return to the PGA Show in 2023 to show support for the PGA of America and the thousands of PGA Professionals who help make the business of golf what is it today. All of our staff looks forward to showcasing our brands in person, while highlighting the new and exciting things we have planned for the upcoming year.”

On Tuesday, the Acushnet Company’s Titleist and FootJoy announced that they would also be at both Demo Day and have a large presence on the floor at the PGA Show.

People listen as Julie Roberts sings the National Anthem during the opening of 2012 PGA Merchandise Show.

“We look forward to attending the 2023 PGA Show and reconnecting with our partners and the golf community,” said Acushnet senior vice president Peter Broome. “The PGA Show continues to evolve and provides our Titleist and FootJoy brands a forum to strengthen partner relationships, offer educational opportunities and showcase our exciting new products. The timing of this important industry gathering sets the tone for the year, and we look forward to returning to Orlando once again.”

Golfweek has spoken with executives and officials from several other golf equipment brands and nearly all of them said that while agreements and plans have not been officially finalized, they anticipate returning to the PGA Show in 2023.

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Titleist, Footjoy parent company Acushnet hires hundreds due to demand for golf equipment

Titleist, Footjoy parent company Acushnet hires hundreds of new employees due to increased demand for golf equipment.

NEW BEDFORD — When Mike Wunschel walked under the white tent set up outside of Acushnet Company Monday afternoon, the father of a 3 year-old had been out of work since May.

When he left the tent, he had an offer letter.

Acushnet Company produces golf equipment and clothing for brands like Titleist, and held open houses for the past three weeks to hire new workers to help address a heightened demand for golf equipment during the coronavirus pandemic.

The open houses will continue into October and the company plans to hire over 200 people when all is said and done, according to Laurie Herbert, director of talent acquisition.

Golf has been a positive activity for people to partake in during the coronavirus pandemic, Chief People Officer for Titleist Brendan Reidy said, since it’s outdoors and allows for social distancing.

“We continued to see incredible demand for our products as we came out of the heart of the initial part of the pandemic,” Reidy said, “It has really effectively forced us to look at how we respond to that demand.”

During a time where unemployment and layoffs are rampant, mass hirings by companies seem to be a rarity.

“We’re privileged to be in a position where our business has turned around where we can continue to make these investments,” Reidy said, “To see that Acushnet [Company] is doing well and has come through 2020 in a positive way has really left a positive mark on people.”

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In addition to the increase in the demand, the company also had to catch up on orders they received while the plant was closed from March 16 to May 18 as a result of the coronavirus pandemic.

Reidy said the company determined they would need to hire for a mixture of different positions across all different shifts, which include nights and weekends.

The roles will have full benefits, but will, at least initially, be temporary.

According to Reidy, as the company looks at the demand going forward it will make a determination about potentially making the roles long-term.

In addition to hiring for new positions, the company had been able to bring back almost all of the 1,100 employees they had to furlough when the plants shut down.

On May 18, the company brought back a limited number of associates to prepare the facility to start limited production with COVID-19 protocols in place, and since then it has consistently increased production over the following weeks and months, according to Titleist Director of Communication Joe Gomes, who said the business is now running three shifts, all allowing for social distancing.

Reidy said there were a few exceptions where furloughed employees didn’t come back to work due to health reasons and an additional handful chose to retire.

Any employee that had a health concern about returning to work was able to talk to a supervisor about their concerns.

Reidy said their health and safety questions were answered by the supervisor and 99% of the time the employee decided to return to work, but some had unique situations and decided against it.

With their safety protocols in place — which include installing plexi-glass dividers, mask-wearing requirements, and signage about safety protocols throughout the facility, among others things — Reidy said the company has not had any issues with COVID-19 outbreaks.

The open house process also had its own COVID-19 protocol.

Upon arrival potential employees had to read a list of symptoms and affirm that they were not exhibiting any of them, put on a company provided mask, and have their temperature checked.

Once the potential employee made their way through the COVID-19 screening they would go to one of four interviewers who would determine if they were a fit for one of positions the company was looking to fill. The interviews took place at a distance with the interviewer and interviewee seated at either end of a long folding table.

If the interviewer determined the potential employee was a good fit for the position, they would then go on a tour of the facility to see what the job would look like.

At the completion of the tour, the potential employee would then have to complete a drug test, which is company policy, and if they passed they would be given an offer letter.

After receiving the offer letter, if the potential employee is able to pass a background check and a math and reading test, they are officially hired.

Over the past three weeks the company has held three open houses and hired an average of 35 people at each one, according to Herbert, who said it has worked out to about 75% of the people that have attended.

Wunschel said walking out of the tent with an offer letter felt like a lot’s being lifted off his shoulders.

The former safety technician said he’s been actively looking for work since he lost his job in May, but hasn’t had any success and has been making ends meet with unemployment benefits.

A New Bedford resident, Wunschel said he’s been stressed being out of work with a three-year old at home and it felt good to be at Acushnet Company Monday.

Being unemployed has been boring, he said, and “I’m ready to start work as soon as possible.”

Wunschel was offered a position as a material handler for Ball Plant III, a position that starts at $17.51/hr with a differential based on years of experience and the time of the shift, according to Liz Rathborne, a senior acquisition consultant.

Rathborne said through the open houses the company has been able to find very good people who work hard that lost their job due to COVID.

While James Sisson was waiting in line to enter the tent on Monday, he explained that he was looking for a job to supplement his income from owning his own landscaping business, Eastern Landscapes.

The landscaping business has taken a $100,000 hit during the pandemic, according to the New Bedford resident, who suspects the reason is people deciding to take care of their own lawns during the pandemic as both a way to save money and to spend their time while they’re stuck at home.

Sisson said he wasn’t sure what to expect from the interview process, but that he’s a jack of all trades.

People’s reasons for coming to the open house on Monday varied.

Leslie Velez said she came because she has two children who are distance learning at home and was looking to work a shift that would allow her to take care of her children and also make some money.

Ariana Arzola recently moved to Fall River from Cambridge because the rents in Cambridge were getting too expensive at $3,000/month for a two-bedroom apartment.

Arzola made the move during the pandemic and said she has been looking for work in the area, and has had some success finding open positions, but she is most interested in working at Acushnet Company.

“I’m trying to better my future,” she said, and that she thinks working at Acushnet Company might offer that.

Acushnet Company’s next open house is Oct. 5 from 9 a.m.-12 p.m. ET at 215 Duchaine Blvd. New Bedord, Massachusetts, for machinists, machine millwrights, service equipment mechanics, and service millwrights, with a starting pay rate of $26.99/hr with a differential based on experience and shift. For these skilled positions an associate’s degree and vocational are preferred.

There will also be an open house from 12 p.m. to 5 p.m. for positions that don’t necessarily require experience.

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Acushnet CEO weighs in on the distance debate

David Maher, president and CEO of Acushnet, weighed in after the USGA and R&A jointly released their Distance Insights Report.

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David Maher, the president and CEO of Acushnet, has weighed in on golf’s distance debate fifteen days after the USGA and R&A jointly released their long-awaited Distance Insights Report that made it clear they do not want the gradual increase in distance and course length to continue.

“We believe the conclusions drawn in this Report undervalue the skill and athleticism of the game’s very best players and focus far too much on the top of the men’s professional game and project this on golf and golfers as a whole,” Maher wrote in a letter posted Wednesday on Titleist’s website. “Furthermore, we believe that existing equipment regulations effectively govern the prospects of any significant increases in hitting distance by the game’s longest hitters.”

Without giving specifics, the ruling bodies mentioned two possible solutions in their report released Feb. 14: rolling back equipment as a whole with a new set of distance standards, or creating a local rule that requires a different set of equipment standards for elite competitions. No time frame for any action was set.

The ruling bodies’ report notes that over the last 100 years, golfers have been hitting the ball farther and farther, and golf courses have been getting longer and longer to maintain the challenges of the game and test a variety of skills. Data collected by the game’s governing bodies shows longer courses require more water, fertilizer and dollars to maintain. The USGA and R&A said that as costs increase, many courses will not be able to keep up with possible distance increases if nothing is done, and that could bad for the long-term future of the game.

Maher, in charge of the company that makes the most popular golf balls at both the professional and recreational levels, sees things differently.

“The Report indicates the next step in the Distance Insights Project will focus on evaluating potential changes to the equipment rules to curb innovation and limit any additional hitting distance,” he writes. “Golf equipment (clubs and balls) has historically been highly regulated, and these regulations have been effective in setting upper limits on equipment performance and ensuring that the best golfers separate themselves with their talent, skill, and training while using equipment best suited to their games.”

He goes on to note that the PGA Tour driving distance average has decreased in six of the past 13 seasons including last year, when it dipped to 293.9 yards from 296.1 yards in 2018.

“We believe this helps to affirm the effectiveness of regulatory efforts, particularly those adopted since the early 2000s, which continue to achieve their desired intent of setting boundaries around future distance increases while also rewarding skill and encouraging innovation.”

Maher also makes it clear Titleist is not interested in advancing the idea of a local rule that would mandate golfers at specific events use distance-reducing equipment.

“We believe that playing by a unified set of rules coalesces our game, is an essential part of its global understanding and appeal, and eliminates the inconsistency and instability that would come from multiple sets of equipment standards,” he writes.

In other words, Acushnet and Titleist are not in favor of bifurcation.

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Acushnet, parent of Titleist and FootJoy, launches Union Green

Trying to attract a different type of player, Acushnet launches Union Green, a new brand aimed at people at casual golf lovers.

Titleist is one of the most iconic brands in golf and it’s sister brand in the Acushnet Company, FootJoy, is one of the most successful footwear and apparel brands in the sport. When golfers think about Titleist and FootJoy, things like tradition, history and high-quality products for serious golfers like Adam Scott and Justin Thomas come to mind. While it’s true that Titleist now offers a yellow Pro V1 and makes more game-improvement clubs than ever before, and FootJoy is making plenty of modern, sporty shoes to go alongside its classic-looking footwear, there has always been a level of aspiration to the brands.

That’s what makes Acushnet’s launch of Union Green, a new sub-brand, so interesting. Union Green is going in a totally different direction. The brand’s tone was established in the company’s first social media post, quietly published on Tuesday.

The idea of inclusion is everywhere on the company’s new website (uniongreen.com) and Instagram account, with hashtags like #UnitedByGolf and #JoinTheUnion everywhere.

No one in the images appears to be over 30 and if you study the image on the site’s homepage carefully, it’s hard to believe that this company has related to Titleist and FootJoy.

Union Green
The main images on Union Green’s website sets the tone. (Union Green)

Awaiting on the tee of what looks like a windswept links, bathed in evening sunlight, a long-haired man wearing shorts has a hat on backwards while another is wearing tan shorts, white tube socks and brown shoes with red laces. They embody a statement found just below the image:

We’re not the golfers you see on tour. We’re different. The ones playing local, taking mulligans, over celebrating and always going for it. Club Championships, rule books, 18 holes every time – that’s not our game. We’re here for golf that fits our life. For fellowship. For the love of the fairway. We’re united by the game.

The two golf balls being sold on the site are the Teebird ($19.99/dozen) and Pinpoint ($27.99/dozen). Both are manufactured in Titleist’s Ball Plant 2 in Massachusetts. The Teebird is touted to be long and fast, while the Pinpoint is designed to give accuracy and control. Details are few at this point, but the target market for Union Green balls may not be concerned with details like compression and cover material.

Union Green golf balls
Union Green Teebird and Pindrop golf balls (Union Green)

In addition to golf balls, Union Green is selling t-shirts, hats and mugs. More things will come in the future, but right now it is interesting to see how Acushnet is trying to tap into a growing number of people who enjoy golf as a vehicle for fun and friendship rather than competition. It is an attempt to grow the business with a new audience, while not diluting the Titleist and Footjoy brands or alienating loyalists who like that gear.

Links & Kings releases a $1200 premium leather golf stand bag

Links & Kings filled its one gaping hole in the line, adding a luxury stand bag with leather and carbon-fiber legs.

ORLANDO — Just over two years ago, Adam Heindorff, CEO of Links & Kings, had signed a letter of intent and was on the verge of a deal when David Maher, CEO of Acushnet swooped in and made him an offer he couldn’t refuse.

“It’s taken us to the forefront of our category and gave instant credibility,” Heindorff said.

The 11-person staff company based in Alpine, Utah, was a bespoke maker of luxury leather goods, including a cult-following for its golf bags.

“We were making them as fast as we could sell them and it still wasn’t fast enough,” he said.

Links & Kings is celebrating its 10th anniversary this year of making everything from head covers and belts to travel bags and scorecard holders; each Links & Kings design is cut from hand-selected leather hides sourced from around the world and meticulously handcrafted to deliver the performance, quality and feel that dedicated golfers demand.

Golf club head covers from Links & Kings. Photo by Adam Schupak/Golfweek

The sale to Acushnet has been a gamechanger. Heindorff recalls trying to persuade Shinnecock Golf Club’s head professional Jack Druga to stock his leather products in his shop to no avail.

“I tried to speak to Jack many times. Two days after the sale, he says, ‘All right, I’m on board now,’ ” Heindorrf said.

Since the sale, Links & Kings has grown 80 percent without opening any new accounts – well, there was one, Heindorff said: Pebble Beach – as it concentrated on developing its back-end systems.

Thanks to companies like MacKenzie Bags and Douglas Rose, just to name a few, premium leather golf bags for the minimalist is making a revival. The market also has spoken about the golf-bag offerings from Links & Kings. Heindorff has listened and filled his one gaping hole in the line. Its newest entry is a luxury stand bag with leather and carbon-fiber legs.

A golf bag and head covers by Links & Kings. Photo by Adam Schupak/Golfweek

“We had so many people saying they’d buy one if it had a stand, and now it does,” Heindorff said. “It’s got everything you need and nothing you don’t.”

But that timeless look, quality leather and craftsmanship comes with a hefty price tag.

It retails for $1200.

Said Heindorff: “It’s for the guy pulling up in a Bentley.”

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