In golf business news this week are items from TRUE LInkswear, Club Champion, Buffalo Group and Azalea, Bobby Jones Links, and Game Above.
Leading golf travel concierge tabs ultimate All-Day footwear for travel content, cross promotion.
Tacoma, Washington – TRUE linkswear (TRUE), creator of ultra-comfortable, modern golf footwear designed for walking on and off the course, is proud to be named the official footwear partner of Golfbreaks USA, the world’s No. 1 golf tour operator.
The two respected golf brands will co-produce destination travel content featuring attractive golf destinations within the Golfbreaks’ partner network with TRUE-affiliated celebrity athletes immersing themselves in bucket list golf travel experiences. Naturally, the talent featured in the professionally produced videos will be wearing the latest footwear and apparel from TRUE linkswear. Both brands will also market exclusive offers and branded content to each other’s audiences.
“When it comes to partnerships, we’re very intentional about who we work with. Alignment and fitting naturally within the golf travel experience are essential. TRUE linkswear stands out because their brand and products are differentiated and tell a travel and lifestyle story that is unique in the industry. It’s a shoe you can put on at home, wear through the airport, step off the plane, and go straight to the first tee. That’s incredibly aligned with what we do, because our entire business is built around making the travel experience seamless,” Golfbreaks Partnerships Manager Josh Post said.
Golfbreaks, with more than 90,000 five-star reviews across multiple platforms, is known globally for solution-oriented golf travel expertise with a modern, digitally driven approach to customer acquisition and brand building. Over a quarter century since entering the golf travel space, Golfbreaks has expanded beyond its UK roots into Ireland, North America and Scandinavia, championing experience-led travel with offerings emphasizing bucket-list destinations, tournament-linked packages, and lifestyle-oriented dream golf vacations.
A particularly effective component of Golfbreaks’ marketing and social media strategy has been the use of content-creator partnerships and content development to amplify its message. Its collaboration with Peter Finch, a prominent golf content creator with a substantial global following, exemplifies how the brand leverages trusted voices to connect with audiences in an authentic way. Through such partnerships, Golfbreaks has been able to translate aspirational travel experiences into relatable, engaging narratives—driving not only awareness but also measurable growth in its social audience.
“We’re proud to partner with Golfbreaks, the global leader in golf travel packaging, and to collaborate on messaging, outreach and curated content that revels in the camaraderie and splendor of great golf travel,” said TRUE linkswear Vice President of Marketing Brandon Wallach. “Golfbreaks elevates a valued service that many companies just treat as transactional and deliver concierge-level golf trip planning in a way that’s personal, engaging and inclusive in a way that makes their clientele feel like not just booking trips, they’re part of a community.”
TRUE linkswear designs footwear and apparel made for life beyond the pavement, to enjoy in life’s great escape, golf. Born in the woods of the great Pacific Northwest, the environment inspires every concept and color story. Every piece – including the new Antigravity, a new performance golf shoe powered by Pebax® superfoam, a technology widely used in elite distance running footwear – blends outdoor-ready performance with all-weather protection, so adventure never has an off-season. With a commitment to responsible sourcing, premium durability, and manufacturing partners who share its values, TRUE creates gear that respects both the environment and the people behind it.
The two brands will shoot their first joint video content project this spring and develop exclusive offers to both marketing databases and social media audiences moving forward.
For more information, visit Truelinkswear.com/ and Golfbreaks.com.
Club Champion Named Among Select Global Partners to Fit and Carry McLaren Golf’s Debut Club Line
The World’s #1 Custom Club Fitter Becomes an Exclusive Fitting and Retail Partner for McLaren Golf
Willowbrook, IL – Club Champion, the world’s #1 custom golf club fitting company, announced it has been selected as one of a limited number of authorized fitting partners and retailers worldwide to carry and custom-fit the debut line of clubs from McLaren Golf, the new golf equipment brand born from one of motorsport’s most iconic names. Club Champion will offer McLaren Golf clubs exclusively through its custom fitting process at 160+ studio locations across the United States, Canada, United Kingdom, and Australia, ensuring every McLaren Golf club purchased through Club Champion is precisely fit to the individual golfer’s swing.
The partnership makes Club Champion one of the few places in the world where golfers can access McLaren Golf equipment – and the only fitting environment where they can do so backed by Club Champion’s proprietary fitting process, industry-leading launch monitor technology, and the most comprehensive component library in golf with over 65,000 shaft, head, and grip combinations.
“McLaren built its name on the pursuit of perfection and so did we,” said Nick Sherburne, Club Champion Founder. “This partnership exists because both brands share an uncompromising commitment to precision – and to giving high-performance enthusiasts equipment that actually matches their capabilities.”
McLaren Golf: A New Standard for Performance Equipment
McLaren Golf enters the equipment market carrying one of the most recognizable brands in the world of performance engineering. Known for Formula 1 championships, hypercar design, and an obsessive pursuit of aerodynamic efficiency and material science, McLaren brings a fundamentally different approach to club design – one rooted in aerospace-grade materials, precision manufacturing tolerances, and data-driven performance optimization that mirrors the technology used in its racing and road car divisions.
The debut club line reflects that philosophy at every level: advanced carbon fiber and titanium construction, proprietary face technology designed to maximize ball speed across the hitting area, and a design language that is unmistakably McLaren – clean, purposeful, and built for those who refuse to compromise.
“We didn’t enter golf to make beautiful clubs,” said Tim Rittenhouse, McLaren Golf Chief Commercial Officer. “We entered to make the best-performing clubs in the world. The McLaren name has never stood for anything less than that standard – and McLaren Golf will be no different.”
Why Club Champion – And Why A Fitting Is Required
McLaren’s decision to partner with Club Champion for fitting and retail distribution reflects a shared philosophy: that a high-performance club in the wrong configuration for a golfer’s swing is a high-performance club that underperforms. Equipment at this level demands fitting. Off-the-rack delivery would be inconsistent with what the McLaren name represents.
Club Champion was selected for its unmatched fitting infrastructure – 160+ studio locations, proprietary fitting methodology and technology, and a brand reputation built on delivering measurable performance improvements for golfers of every level. Every McLaren Golf club sold through Club Champion will be custom-configured – shaft, head, loft, lie, length, and grip – to the specific golfer based on real swing data collected during a Club Champion fitting session.
‘The right club in the wrong configuration is still the wrong club.’ That principle is why Club Champion was built – and it’s why McLaren Golf chose Club Champion as one of their exclusive global fitting partners.
Availability and How to Access McLaren Golf Through Club Champion
McLaren Golf clubs will be available through Club Champion’s custom fitting process in the coming weeks. Golfers interested in McLaren Golf equipment must begin with a Club Champion fitting session, during which their swing data will be used to configure the precise McLaren Golf specifications that will maximize performance for their individual game.
Given the limited global distribution of McLaren Golf equipment, demand is expected to significantly exceed initial availability. Club Champion encourages interested golfers to book a fitting session as early as possible by visiting clubchampion.com.
BUFFALO GROUPE AND AZALEA PARTNER TO OFFER A SINGLE GLOBAL SOLUTION FOR GOLF AND LIFESTYLE BRANDS
Charleston, S.C. – Buffalo Groupe, an award-winning marketing agency that connects golf, hospitality and real estate brands with escape-seeking consumers, and Azalea, Europe’s specialist PR and marketing agency in golf, sport and tourism, today announced a strategic global partnership. The alliance creates a fully integrated international agency solution for brands seeking golf and lifestyle audiences across Europe, North America and beyond.
The partnership addresses a clear challenge in the golf industry: delivering cohesive campaigns that work authentically across the UK, continental Europe, the United States and Asia. By aligning their networks, expertise, and client relationships, Buffalo Groupe and Azalea now offer a single-point-of-contact solution for brands seeking genuine global reach.
International golf travel has entered a new era. While Great Britain and Ireland’s bucket-list venues have long attracted American visitors, a significant trend is now emerging across continental Europe, with Spain and Portugal seeing strong growth in inbound U.S. golfer traffic – and Asia’s appetite for world-class golf experiences continues to grow at pace. At the same time, product, equipment and apparel brands are increasingly seeking partners who can deliver coherent brand narratives across the world’s key golf markets in a single coordinated campaign. The Buffalo Groupe-Azalea partnership is positioned to meet that need and has already proven successful in working together with PLATFORM Golf and Southworth Clubs.
Headquartered in Charleston, South Carolina, Buffalo Groupe has spent more than two decades building the world’s first escape marketing platform. Formed when Buffalo Agency spun out of the golf management company Billy Casper Golf in 2019, the Groupe has grown into a collective of marketing, research, events and media specialists serving the golf, outdoor sports, travel, hospitality and real estate sectors. Select Buffalo Groupe clients include: Casa de Campo, Cleveland/Srixon, ECCO, Johnnie-O, Omni Hotels & Resorts, Play Golf Myrtle Beach, Trout National – The Reserve and Youth on Course.
Founded in 2006 by Andy Barwell and Sean Noble, Azalea has established itself as a go-to PR and marketing agency for golf, sport and tourism brands seeking European exposure. Headquartered in Hampshire, the agency combines account management and in-house creative support, delivering campaigns across print, digital, social and influencer channels. Azalea’s client portfolio spans tourist boards, championship golf clubs, luxury resorts and leading equipment and apparel brands. Its services include strategic PR, media relations, content creation, media buying, influencer management, event hosting and social media strategy. Clients include Costa Navarino, Apes Hill Barbados, Details, Troon International, Tourism Ireland, Quinta do Lago and OGIO.
Together, Buffalo Groupe and Azalea offer a fully integrated solution across the full communications lifecycle, from strategic planning and creative development through to media placement, influencer activation, events and performance measurement. The partnership is designed to benefit three principal categories of clients:
- Golf Destinations (European): GB&I and continental European venues can now activate targeted campaigns to reach the U.S. visitor market with the authority of a native American agency voice, supported by Azalea’s destination knowledge.
- Golf Destinations (U.S.-facing): American destinations and resorts looking to attract European golfers benefit from Azalea’s relationships with UK and European golf, travel and lifestyle media.
- Product, Equipment & Apparel Brands: Global B2B and B2C brands can brief a single partnership team and receive a consistent brand narrative delivered through the most relevant channels in each market, whether in Europe, North America or Asia.
- Real Estate Developers & Communities: Golf-adjacent residential developments, luxury real estate brands and private clubs benefit from coordinated campaigns that reach high-net-worth buyers in the U.S. and across Europe, leveraging both agencies’ existing relationships in this sector.
Emily Clark, President of Buffalo Groupe, said: “America’s appetite for European golf is one of the most exciting growth stories in our industry, which was highlighted in our recent Travel Study where 40% of respondents said they have taken international trips specifically to play golf in the past five years. Azalea brings outstanding destination knowledge, media relationships and team passion in Europe, while Buffalo Groupe brings depth on the U.S. side. Together, we create a powerful, one-stop solution for global brands seeking to connect with the golf lifestyle audience.”
“Azalea has spent twenty years telling stories for European golf destinations and brands. Reaching U.S. audiences with the same conviction has always been the challenge, and this partnership with Buffalo Groupe solves it,” said Andy Barwell, Founder & Director of Azalea. “Their understanding of the American golf consumer, media relationships and research capability is exceptional. Together we are one truly global solution.”
Day-to-day, the partnership will operate through aligned account teams in the UK and the U.S., with shared planning, unified metrics and regular cross-agency collaboration.
GameBook, the rapidly growing golf digital scoreboard platform transforming how golfers engage with the game, today announced continued international expansion and accelerating momentum in the U.S. market, where the company’s user base has doubled over the past couple of months.
As golf increasingly evolves into a more social, digital, and community-driven experience, GameBook has emerged as one of the leading platforms enabling golfers to engage with the sport in real time through live leaderboards, interactive formats, and social competition.
While the company is now seeing accelerating momentum in the United States, GameBook has already established a strong position across Europe. With more than 2 million registered users and over 70 million rounds played through the app, Golf GameBook has become one of the world’s largest golf communities.
In Sweden and Finland, Golf GameBook has become a key part of everyday golf, with more than 70% of golfers in the region actively using the app.
The company has gained significant traction globally by creating a platform that enhances everything from casual rounds to larger golf trips and buddy outings. Through a combination of live scoring, engaging game formats, and social interaction, GameBook aims to make golf more connected, competitive, and entertaining for players of all skill levels.
GameBook has also strengthened its position within the global golf ecosystem through partnerships and collaborations with some of the sport’s most influential creators and personalities, including Grant Horvat, Good Good, Bryan Bros, and Rick Shiels, alongside several other leading golf influencers.
“Being able to follow everything directly in the Golf GameBook app is something I’ve always wanted as a golfer and creator. It fits perfectly with how we play and share the game today,” said Garrett Clark, the Founder of Good Good. “Golf GameBook adds an entirely new interactive layer to the golf experience.”
“I love how Golf GameBook brings golfers around the world together,” said Rick Shiels. “The statistics and insights within the app help me — and millions of golfers — improve every round.”
“We’re always looking for ways to make our rounds more interactive and fun, and Golf GameBook fits perfectly with how we play and share golf,” said Wesley Bryan from Bryan Bros.
These collaborations have helped accelerate awareness and adoption among younger and digitally engaged golf audiences who increasingly consume golf through social media, creator-led entertainment, and interactive experiences.
“Golf is becoming more social than ever before, and players today expect experiences that go beyond simply keeping score,” said GameBook’s Founder and CEO, Mikko Manerus.
“We are building a platform that makes every golf round more interactive, competitive, and memorable — whether it’s a casual round with friends or a large golf trip with dozens of players competing live together.”
GameBook’s product offering — particularly its live leaderboards, extensive game formats, and seamless social features — has received widespread praise from golfers globally and contributed to growing engagement across multiple international markets.
Looking ahead, GameBook plans to continue expanding globally while investing further in product innovation and new interactive experiences designed to bring golfers closer together both on and off the course. Currently there are two global Challenges live within the app where golfers, for free, can compete for the chance to play a round with Bryan Bros and Garrett Clark – the 11th of May two winners of a previous Golf GameBook Challenge enjoyed a round at one of the world’s most iconic golf course.
Bobby Jones Links to Manage Live Oaks Golf Club in Jackson, MS
Improved golf amenities, dining, group lodging, and wedding facilities elevate guest experience.
ALPHARETTA, GA – Bobby Jones Links (BJL), one of the fastest-growing club management and development companies in the industry, is pleased to announce that it has been chosen to manage the semi-private Live Oaks Golf Club in Jackson, Mississippi.
Just northwest of Jackson, where the city’s edges dissolve into a quieter, more pastoral swath of Mississippi heartland, Live Oaks unfolds across 130 scenic acres. Opened in 1969 and designed by John F. Stahl, the club is home to an 18-hole, par-72 routing stretching just under 6,600 yards. Its fairways roll gently through a parkland setting that reveals subtleties like uneven lies, shifting angles beneath the oak canopy, and testy, undulating Bermuda greens.
From Roosevelt’s restaurant and bar to the timeless Reed House event venue and brand-new Bunk House sleeping up to 60, Live Oaks has grown into a true destination, where guests can play, dine, celebrate, and stay without ever leaving the grounds.
From overseeing a new irrigation system and sharper agronomy standards to elevated service training, an upgraded dining experience at Roosevelt’s, and the addition of group accommodations, every improvement reflects BJL’s expertise and points towards an exciting next chapter for Live Oaks.
“Longtime owner Kyle Morris, who passed away last year after a long health battle, always had a vision to make the golf club a really special place in the Jackson community. That vision carries on with his wife, Kathryn Merrell, and his two sons who are overseeing a strategic investment to make this place better than it’s ever been,” said Amy Buchanan, BJL’s Vice President of Revenue Management. “With the upgrades to the golf course, turning Roosevelt’s into a more upscale, versatile dining attraction for the surrounding community, and adding new group lodging to complement the world-class wedding venue, Live Oaks is well on its way to fulfilling Kyle’s vision.”
Through the years, Live Oaks has evolved into a gathering place, anchored by amenities like the clubhouse, home to Roosevelt’s adjoining bar and lounge. A pool and family-friendly spaces add to the club’s distinctly communal character.
The Reed House, a wedding and event venue built beneath cathedral-like oaks, is a renowned 10,000-square-foot hall with an open-air pavilion and ceremony spaces woven into the landscape, all connected by pathways designed as much for elegance as practicality. The venue accommodates everything from intimate gatherings to large celebrations, bar service, and staging capabilities for seamless operations. The Bunk House retreat, capable of hosting large groups, golf outings, wedding parties, group retreats, and corporate gatherings, turns the property into a self-contained destination where everything you need is at your fingertips.
“Bobby Jones Links has an incredible history for helping operations like ours elevate the customer experience, so we’re extremely optimistic that we’re in good hands to help our staff raise the service at an at excellent venue that people will want to visit at all times of the day. Raising the quality of the food offerings and service at Roosevelt’s gives us an opportunity for a deeper connection with the community and to make Live Oaks the kind of place Kyle always knew it could be,” Merrell said.
Over time, BJL will deepen its impact through culture-based staff training via the Bobby Jones Leadership Center, AI-supported business practices, and programs for customers, employees, and golfers, planting roots that will grow the game and bring the community closer together for generations to come.
For more information, visit BobbyJonesLinks.com.
GameAbove Golf Among Lead Investors in McLaren Golf, Expands Strategic Position in the Global Premium Golf Equipment Market
Investment reinforces GameAbove’s long-term commitment to performance-driven innovation in global golf
FORT MYERS, Fla., April 30, 2026 /PRNewswire/ — GameAbove Golf today announced it is among lead investors in McLaren Golf. This investment expands GameAbove’s presence in the global golf industry and aligns it with one of the most recognized performance brands in sport.
On April 29, 2026, in Miami, McLaren Golf introduced its precision-designed Series 1 and Series 3 irons, coinciding with the Miami Grand Prix and PGA Tour’s Miami events. This launch reflects a broader shift toward premium, performance-focused equipment and global brands.
For GameAbove Golf, this investment is a strategic decision to support ventures that combine brand strength, technical expertise, and global scalability in premium sports segments.
“GameAbove invests in organizations that are built to lead,” said Keith J. Stone, Founder and Chairman of GameAbove. “McLaren has spent decades proving that precision engineering, data-driven development, and a relentless pursuit of performance can redefine an industry. Applying that philosophy to golf equipment is both logical and transformative. We see this as a pivotal moment for the game and a strategic opportunity to help shape its future.”
Golf continues to evolve into a performance-driven global market, with growing demand for differentiated products driven by materials science, data-driven design, and measurable results. By entering the equipment category, McLaren brings decades of competitive development expertise to a sport where consistency, repeatability, and confidence are essential. GameAbove’s investment is based on this alignment.
“Elite performance is not accidental; it is engineered,” said Adam Squire, Director of Sports Operations at GameAbove. “McLaren’s DNA is rooted in pushing technical boundaries and delivering a competitive edge you can measure. Bringing that capability into golf equipment creates a compelling new benchmark. From an investment standpoint, this is about backing a brand with structural advantages, engineering expertise, global reach, and an uncompromising commitment to performance.”
McLaren Golf uses Metal Injection Molding (MIM) for its irons, an advanced process rarely used at scale in golf because of its complexity and cost. MIM gives McLaren Golf precision control over material composition, internal geometry, and mass distribution, unlocking freedom not possible with traditional forging or casting. Every gram of weight, structural element, and performance characteristic can be intentionally designed.
This granular process reflects McLaren’s philosophy for supercars and racing: no detail is too small, and no gain is too marginal.
This announcement highlights GameAbove Golf’s ambition to become a leading strategic investor in the golf industry. With strong global participation and rising demand for premium equipment, GameAbove aims to partner with ventures that elevate standards and expand internationally.
Hope Valley Country Club Names Aaron James General Manager
Historic Durham, N.C. club enters its second century with Kris Spence-led golf course restoration underway in its century-old Donald Ross course.
ALPHARETTA, GA – Bobby Jones Links (BJL), one of the fastest-growing club management and development companies in the industry, is pleased to announce that Hope Valley Country Club in Durham, North Carolina, has appointed golf industry veteran Aaron James as its new general manager. James, who has a strong hospitality and golf background, joins Hope Valley as the club celebrates 100 years since opening in 1926. He will also help oversee a major renovation of the golf course, which was designed by the legendary Donald Ross.
“Aaron James is the perfect fit for the general manager role at Hope Valley Country Club given his experience and vision to help guide the club into its second century,” said Bobby Jones Links Co-Founder Steve Willy. “Optimism for a bright, prosperous, and proud future is running high at Hope Valley and our BJL Support Center is thrilled to see the heights to which Aaron and the team take this club in the coming months and years.”
Hope Valley’s course has gone through multiple renovations throughout its history, but this one will be a golf restoration by architect Kris Spence, who specializes in meticulously restoring Ross designs to their original charm and challenge while optimizing them for modern play. The course will be closed in January and is expected to reopen in the fall of 2027.
In the meantime, James said the club is focusing on other improvements, continuing to enhance the member experience, and celebrating Hope Valley’s legacy.
“It’s an honor that they chose somebody like me to step into a role like this,” said James, who is originally from the Lake Tahoe area. “It’s an exciting opportunity for me and my family. It’s a place where I feel I could have a very long tenure and hope to have one at Hope Valley.”
James comes to Hope Valley from The Country Club of Asheville (N.C.), which also features a Ross design restored in the last decade. James’ resume also includes a number of hospitality stints, including work internationally for Club Med. He believes his mix of experience is valuable as the club continues to evolve.
The club kicked off the year with a big party in January to celebrate its centennial. That celebration continues throughout the year through its biggest events, and more importantly, through initiatives to carry into the next century. Although the restoration of the golf course is the biggest upcoming project, there’s so much more that James would like to see accomplished.
“Understanding the next chapter involves really understanding where we’ve been and what got us here today,” said James.
He said the staff has been empowered to get out front with the members and get to know them personally.
“To some people it’s a golf course, to some it’s home, to some it’s a refuge and escape from the world they live in outside of here,” he said. “Just like any other golf course or community, you’re always looking for a sense of belonging. And what’s made Hope Valley so special over the last 100 years is a group of individuals who are able to come together to create that special bond.”
Previous projects included upgrading the on-course bathrooms and making improvements to the clubhouse. And of course, the golf course, a par 70 that currently measures 6,720 yards. The work will include restoring the greens and tee boxes, replacing the irrigation and drainage systems, and renovating the bunkers. The fairways will also be converted to Zeon Zoysia, a more hardy grass for today’s climate, while the greens will be Tif Eagle. It’s expected to take 10 months.
“We want to give the course time to settle in,” James said. “We don’t want to rush it.”
The golf course project also gives James’ team opportunities to look at and emphasize all the other amenities at the club, including tennis and pickleball, the pool, dining, and other recreational opportunities. Already, the club has started to bring in a massage therapist regularly for members, and there are now weekly yoga sessions on the lawn.
“Bobby Jones Links has been great,” James said. “They provided us with the HR and back-office components, allowing us to focus more on the member experience and ensuring that, as a team, we are member-facing. By freeing the management team from the computer, they allow us to get out front, integrate with the members, and create an everlasting memory.”
For more information, visit BobbyJonesLinks.com.
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