With the XXIO 14 Series, the brand introduces lightweight, tech-driven clubs tailored for golfers with moderate swing speeds.
Category: Brands
Srixon expands its iron lineup for golfers seeking more support and forgiveness in their long game.
Callaway sells its majority stake in Topgolf to refocus on its core golf equipment and apparel business.
Matt Fitzpatrick claimed the 2025 DP World Tour Championship in Dubai using trusted clubs from Titleist, Ping, TaylorMade and a Bettinardi putter.
Golf is getting longer—or so it seems when watching the professional tours. Drives of 300 yards, new ball regulations, and debates over course redesigns dominate the headlines. But away from the cameras and the spotlight of major championships, the story is different. According to the 2025 Arccos Distance Report, amateur driving distance has remained virtually unchanged. Men are averaging 224,7 yards off the tee, women around 176,2 yards—numbers nearly identical to those recorded in 2018. The data comes from over 6.5 million tracked drives. And it paints a clear picture: the distance boom simply isn’t happening in everyday golf.
Arccos data says: Youth Hits Far—Age Hits Fairways
One factor that does make a clear difference is age. Male golfers between 15 and 19 years old average about 241,6 yards off the tee.
Those over 70, on the other hand, average just 190,5 yards. The pattern holds for women as well: in their 20s, average drives exceed 201,1 yards, while in their 60s, they dip to around 158,4 yards.
However, accuracy improves with every decade. Male golfers in their 70s find the fairway 60% of the time—compared to just 42% for those in their 20s. Less power, more precision.
Better Golf Means Longer—and Straighter
Does hitting it farther mean playing better? According to Arccos, yes. Golfers with a handicap under 5 average 250 yards off the tee. Those with handicaps over 30? Just 185 yards. But it’s not just about length—it’s also about accuracy. Better players not only hit it farther; they also hit more fairways, with nearly a 9-point edge in accuracy over high handicappers. Distance and control aren’t mutually exclusive—in fact, they go hand in hand.
And the Pros? A League of Their Own
While Arccos presents the numbers with scientific detachment, the governing bodies R&A and USGA continue their heated discussions over distance and potential “rollback” ball rules—aimed solely at the game’s elite. The plan: a rollback of roughly 14 yards, but only for tour players. For everyone else, the Arccos data offers reassurance: there’s no need to worry. The average golfer isn’t hitting it farther than seven years ago. But they are, ever so slightly, getting more accurate.
Under Armour has announced the launch of its unique Footwear Optimisation Process in collaboration with Stoke Park and Biomecaswing at the new Under Armour Golf Footwear Performance Centre.
Under Armour’s Footwear Optimisation Process
Designed to offer golfers the pinnacle of custom fitted footwear across its Award-Winning Drive Pro Series, customers will experience a 2 hour, four-step footwear fitting like no other in the game.
The Four-Step Custom Footwear Fitting Process
The first step is an initial assessment with the golfer wearing their own footwear. An initial kinetic and kinematic assessment is carried out using the BiomecaForce system. At this point key data metrics such as club speed, ball speed, spin rate, strike location and carry distances are recorded with TrackMan.
From this initial assessment the player will be recommended one of the game-changing Drive Pro Series spiked or spikeless models based on peak force, rotation, translation figures and in line with their swing signature.
Once the selected footwear, further assessment will be conducted on the BiomecaForce system to demonstrate the measured gains in both kinetic and kinematic data and alongside the TrackMan data.
In step three, golfers receive an assessment of their feet using the market-leading SIDAS Podiatech system to better understand the foots anatomy and its impact on their own golf swing. Once completed, custom insoles are built on site to promote optimised stability and an increased ability to create higher peak forces – in turn taking the performance of their footwear even further.
Once the custom insoles are built and fitted into the Drive Pro shoes, final assessment is conducted to highlight the performance gains achieved throughout the session.
Insights on the Footwear Optimisation Process
Richard Palmer Jones, Under Armour Golf UK, said: “The Under Armour Footwear Optimisation Process utilises a unique and proprietary combination of the most advanced athlete performance tracking technology in golf. This allows golfers to understand the importance and impact of their footwear to their on-course performance in simple terms through the data improvements that we see time and again when putting people through our fitting processes. The addition of SIDAS Podiatech technology allows us to take the fitting process further through the use of custom insoles – producing the ultimate experience for any golfer looking to maximise their potential.”
Chris Murtagh, Head of Instruction at Stoke Park, said: “The opportunity to launch the Footwear Optimisation Process at Stoke Park with Under Armour is incredibly exciting. Having fit customers into the Drive Pro Series since it launched in February, we’ve seen how these products have consistently improved golfers. Utilising the BiomecaForce system alongside SIDAS Podiatech technology is the natural progression to deliver the ultimate in performance footwear. Under Armour’s mission to make athletes better has established golf footwear as an essential piece of golf equipment for the first time.”
Each session costs £500 and includes 2 hours of Biomechanical analysis, both pre and post-testing, 1 pair of Drive Pro Series Spiked or Spikeless shoes, and 1 set of custom insoles.
To find out more or book a session please contact Chris Murtagh at Stoke Park on 01753 717184 or via email at [email protected].
Text provided by Under Armour
Topgolf Callaway Brands Corp. has announced its financial results for the second quarter of 2024. While the company wants to send positive signals in some areas, it is struggling with some challenges and is particularly critical of developments in the Topgolf segment.
Callaway: Financial results for the second quarter
In the second quarter of 2024, the company generated a net income of 62 million dollars. Compared to the previous year, this represents a decline of 47.1 %. However, excluding certain exceptional items, adjusted income rose to $83 million, an increase of 9.9%. Adjusted EBITDA, which represents operating earnings before interest, taxes, depreciation and amortisation, was USD 206 million, exceeding expectations.
Consolidated revenue, on the other hand, fell by 1.9 % to 1,157.8 million dollars. This decline is mainly due to lower demand in the golf equipment and active lifestyle segments. In the golf equipment segment, sales fell by 8.2%, which Callaway said was the result of a planned shift of the market launch of equipment products compared to last year. This was compounded by challenges such as negative FX trends, persistently high inflation and weaker than expected visitor numbers at top golf locations.
Despite the decline in sales, the company was able to maintain its leading position in the US market for golf clubs and golf balls. Callaway’s products, in particular the new Ai Smoke clubs and Chrome Tour golf balls, continued to show strong sales figures.
Sales at Topgolf below expectations
Topgolf, a central component of the company, recorded an overall increase in sales of 5% in the second quarter of 2024, but this was mainly due to new locations. Locations that have been in operation for 24 months or more saw an 8% decline in sales. This development is due to lower customer frequency at existing locations. Commenting on Topgolf’s performance, Chip Brewer, CEO of Topgolf Callaway, said: “We have been disappointed in our stock performance for some time, as well as the more recent same venue sales performance.”
In light of these figures, the company has initiated a strategic review of Topgolf, considering various growth strategies and potential structural changes. Brewer added: “This review includes the assessment of organic strategies to return Topgolf to profitable same venue sales growth, as well as inorganic alternatives, including a potential spin of Topgolf.” However, Brewer also emphasised that the company remains a firm believer in the potential of Topgolf: “We remain convinced that Topgolf is a high-quality business with significant future opportunities. It is transforming the game of golf and we believe it will deliver significant growth and financial returns over time.”
Adjusted annual forecast and financial measures
Due to the current challenges, the company has been forced to revise its annual forecast downwards. The expected annual turnover is now between 4,200 and 4,260 million dollars, while the adjusted EBITDA is estimated at 570 to 590 million dollars.
In order to be in a stronger financial position, the company has also repaid 50 million dollars of its debt ahead of schedule and increased its liquidity, i.e. its available funds, by 136 million dollars compared to the previous year.
After weeks of speculation, Tiger Woods officially announced his clothing line Sun Day Red on Monday afternoon. The announcement took place at an event near the Riviera Country Club, where Tiger Woods will participate in this week’s Genesis Invitational, marking his season debut. Sun Day Red is set to launch on May 1.
Tiger Woods and his red tradition
Following the announcement in January that Tiger Woods and Nike would end their collaboration after nearly 30 years, speculation arose about how Woods would dress in the future. Now, the new clothing line Sun Day Red was unveiled at an event in Los Angeles. The brand, launched in collaboration with TaylorMade, will debut on May 1 and is named after Tiger Woods’ tradition of wearing red on Sundays at tour events.
“It started with mom”, Woods said at the event. “Mom thought being a Capricorn that my power color was red, so I wore red as a junior golfer and I won some tournaments. Lo and behold, I go to a university that is red, Stanford is red. We wore red on the final day of every single tournament, and then every single tournament I’ve played as a professional I’ve worn red. It’s just become synonymous with me.”
Brand advertises luxury and innovation
As stated on the official website, Sun Day Red promises to “a brand that promises to bring a new and elevated standard to performance wear and luxury lifestyle fashion.” Additionally, it will offer “never-before-seen patterns, fabrication and technical detailing intended to elevate all levels of play.”
Tiger Woods sees the termination of his partnership with Nike and the establishment of his standalone brand under TaylorMade as the right timing and step in his life: “It’s transitional. I’m not a kid anymore. I want to have a brand I’m proud of going forward.” Sun Day Red will be based in San Clemente, California, rather than in nearby Carlsbad, where TaylorMade’s headquarters is located. According to TaylorMade CEO David Abeles, the brand stands alone. “It is independent from TaylorMade and it is run by an independent group of leaders that are part of my team.” This is not expected to change in the future.
Tiger Woods with first tournament appearance of the year
However, Tiger Woods will first focus on his first tournament of the year, the Genesis Invitational. Starting on Thursday, February 15, this will be the 82-time PGA Tour winner’s first tournament since December when he finished tied for 5th place at the PNC Championship with his son Charlie Woods.
Today Callaway Golf, one of the industry’s leaders in equipment design, performance, and innovation, announced a new multi-year staff pro agreement with global women’s golf superstar, Minjee Lee. With this announcement, Lee will carry 14 Callaway clubs in the bag, including an Odyssey Putter, plus a Callaway golf ball, bag, and glove.
Minjee Lee joins Callaway Golf for 2024
The 27-year-old Australian native has been a dominant player throughout her golf career. Lee was the #1 ranked Women’s Amateur prior to turning professional in 2014, and since then she has won 10 LPGA Tour events, including major victories at the 2021 Amundi Evian Championship and the 2022 U.S. Women’s Open. She recently won two LPGA events in 2023 at the Kroger Queen City Championship and the BMW Ladies Championship. Her brother Min Woo Lee is also a Callaway PGA TOUR Professional.
“I’m thrilled to be joining the Callaway Staff, and I’m excited to see how their equipment will help my performance going forward,” Lee said. “They’re the most played club brand on the LPGA, so I’ve seen how good the product is, and how much it’s helped my brother take his game to the next level. Now that I’ve had a chance to try their new driver and the Chrome Tour Ball, I feel confident in my setup, and I know that this is the right decision for me.”
“Minjee is such a special talent, and we want to help her reach her goals, win more events, and compete on the biggest stages,” said Tim Reed, SVP of Pro Tour at Callaway Golf. “Our fitters have had a great experience so far working with her, listening to her feedback, and getting everything dialed for her game. We can’t wait to see what she achieves with our equipment in play.”
Her current bag features a Paradym Ai Smoke Triple Diamond Driver, an Odyssey Putter, and a new Chrome Tour X Ball.
Callaway Golf, one of the industry’s leaders in equipment design, performance, and innovation, announced their new family of Paradym Ai Smoke Drivers, Fairway Woods, Irons, and Hybrids. Designed with extensive player data and a new Ai Smart Face to create sweet spots across the entire face, these clubs are available for pre-sale on January 12, and at retail starting on January 26.
“Sweeter from every Spot” – The new Callaway Paradym Ai Smoke Drivers 2024
The Paradym Ai Smoke Drivers represent a quantum leap forward in Callaway’s Ai journey, with the most sophisticated face they’ve ever created from player data and machine learning. The Ai Smart Face optimises driver performance using swing dynamics from thousands of golfers. By leveraging Ai and Machine Learning, these swing dynamics are used to create over 50,000 virtual face prototypes, optimising performance for each head shape.
With Ai Smart Face technology, micro deflections are activated upon impact helping to optimise launch and spin on off-centre shots. The result is sweet spots not just in the centre, but all over the face. The 360° Carbon Chassis has been refined to promote increased weight distribution. By adding an internal titanium support structure, the Carbon Chassis is now 15% lighter. This mass has been redistributed into the head to improve launch conditions and add forgiveness.
Four models are available: Ai Smoke MAX is suited for every level of player with a forgiving shape and adjustable perimeter weighting for up to 19 yards of shot shape correction. MAX D is built with high MOI, and a generously stretched profile for players looking for shot shape correction. Triple Diamond is for better players looking for increased workability, and MAX Fast promotes lightweight, easy-to-swing performance.
Paradym Ai Smoke Fairway Woods
The Paradym Ai Smoke Fairway Woods feature Callaway’s Ai Smart Face. Every face is designed to optimise launch and spin, creating sweet spots across the entire face. Based on player testing and feedback, the Callaway engineering team focused particularly on improving performance low on the face, where a lot of misses with fairway woods take place.
Their Carbon Chassis has been refined to promote enhanced launch, spin, and increased forgiveness. And the Tungsten Speed Cartridge pushes the centre of gravity (CG) low and forward for improved launch and distance.
Four models are available: Ai Smoke MAX is the most extensive offering for consistent launch and a neutral ball flight. MAX D is built with high MOI for players looking for shot shape correction, and Triple Diamond is suited for better players who want more workability. MAX Fast is the lightest weight model, providing a forgiving shape that’s easy to launch with draw bias.
Paradym Ai Smoke Hybrids
The hybrids use Ai Smart Face to promote maximum distance with tight dispersion into the green. They feature a shallower profile for high, easy launch while the Tungsten Speed Cartridge creates exceptional distance. A more pronounced sole camber offers enhanced turf interaction, ensuring precise, clean contact.
Three models are available: Ai Smoke features a brand-new contemporary design with a larger profile for amplified forgiveness and instilled confidence at address. Additionally, a more pronounced sole camber offers enhanced turf interaction, ensuring precise, clean contact. Ai Smoke HL is designed to increase distance, improve launch, and tighten dispersion. The lightweight Max Fast promotes more swing speed and launch.
Callaway Paradym Ai Smoke Irons
A total revolution in iron performance from Ai Smart Face. With the Ai Smart Face, the Paradym Ai Smoke irons promote exceptional distance, tight dispersion into the green, and optimal launch in a modern construction. The new shape consists of longer blade lengths, thinner toplines, and optimised sole widths to create a forgiving, yet streamlined look at address. An all-new Dynamic Sole Design features a pre-worn leading edge with variable bounce that cuts through the turf with extreme efficiency.
Three models are available in this game-improvement lineup: Ai Smoke is best suited for golfers with average to high swing speeds looking to maximise distance and improve dispersion. Ai Smoke HL is made for higher launch and more spin for players that need those added benefits. MAX Fast is built to optimise swing speed and increase launch.
Text: Callaway GolfThe new Paradym Ai Smoke family from Callaway promises better hits across the entire clubface. To achieve this, the developers are once again supported by artificial intelligence.