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A scarf in July: golf's majors have become merch drops
At least 10 limited-edition products landed around Open week from four brands — a polo dearer than most wedges, a winter beanie in a heatwave, a headcover styled after the venue. Golf marketing has gone full drop culture. Here's what's actually being sold, and the only two buyers it makes sense for.
By Jordan Hale
The fastest-selling golf clothes of 2026 may never see a golf course
Retailers say the pieces flying out of golf shops this year are the ones that work everywhere else too. That's not a fashion footnote — it's the clearest sign yet of who's actually joining the game.
By Tom Whitaker
Garmin built a GPS watch just for juniors — and it's smarter than it sounds
The Approach J1 is the first golf GPS watch designed specifically for kids. It sounds like a gimmick — it isn't. Here's what it actually does, who it's really for, and where it fits.
By Jordan Hale
FootJoy just wrapped a golf shoe in the only fabric with its own act of parliament
The FJ x Harris Tweed Premiere Series Packard landed on July 14 — the third and final drop of FootJoy's 2026 Legends Series, seeded to tour feet before the 154th Open. Here's what the fabric actually is, what's genuinely new underneath, and who should chase a pair before it's gone.
By Tom Whitaker
You learned golf on a simulator. Here's where the grass disagrees
Roughly half the people swinging in sim bays have never played a hole outdoors. If you're about to change that, your numbers, your ball and your feet are in for some news.
By Jordan Hale
You're playing the wrong driver loft — and it's costing you the easiest distance in golf
Most amateurs play too little loft, chasing tour spin numbers they physically can't produce, and leave yards on the tee for it. The launch data says the opposite of the range-buddy wisdom: the average golfer needs more loft than they think — and firm summer fairways move the target again.
By Jordan Hale
The mat is the one part of a home sim your body pays for — don't cheap out on it
Everyone agonises over the launch monitor and grabs the cheapest mat to save a few quid. It's backwards: the mat is the only component you physically feel on every single swing.
By Marcus Bell
The Open starts today — and it'll be won with the club you practise least
By Sunday, Royal Birkdale's trophy won't go to whoever bombs it furthest. It'll go to whoever controls the ball on and around firm, wind-scoured greens. Links golf is a short-game championship — and it's a live rebuke to every amateur grinding the driving range.
By Ross Hamilton
The only three projectors worth buying for a golf simulator
Forget the spec-sheet rabbit hole. For a golf sim the projector decision comes down to two things — your room's light and your budget — and it lands on one of three.
By Marcus Bell
The golf glove is the cheapest upgrade in golf — and most golfers get it wrong
A glove touches every full swing you make, costs less than a sleeve of premium balls, and most golfers play the wrong one for the conditions. Here's the small rotation of gloves that keeps your grip locked in — dry, wet, cold and sweltering — for the price of one premium dozen.
By Dan Mercer
The four home golf simulators: what each budget threshold actually unlocks
Spend twice as much and you don't get twice the simulator — you cross into a different kind of room. Here's what genuinely changes at each tier, and the exact point where more money stops buying you more golf.
By Marcus Bell
You're told to buy 15 things to start golf. You need about 6.
The golf industry loves a beginner with a credit card. But most of the starter shopping list exists to sell you gear, not to get you playing — and half of it will actively slow your progress. Here's the honest list of what a new golfer actually needs, and the expensive stuff you should absolutely not buy yet.
By Dan Mercer
