Fairway & Greene, a leader in premium golf and lifestyle apparel, is proud to announce a new partnership with PGA TOUR standout Sepp Straka. The collaboration brings together a heritage brand and one of the game’s most accomplished international competitors, united by a shared commitment to excellence, authenticity, and the global growth of golf. Straka’s partnership with Fairway & Greene highlights the brand’s continued commitment to working with athletes who embody both performance and character. 

Adaptive golf continues to experience significant growth, driven by increased awareness, key programs, the success of major adaptive events, and the backing from companies such as Arcis Golf, the owner and operator of 88 private, resort, and daily fee clubs in the United States. For the eighth consecutive year, Arcis Golf is partnering with the U.S Adaptive Golf Alliance (USAGA) by offering financial, golf course access, and program support. USAGA, a non-profit organization headquartered in Westmont, Ill., brings the joy of adaptive golf to individuals of all abilities — including veterans, amputees and children with special needs — regardless of health, physical, mental, or sensory status.

True Spec Golf, the premium brand-agnostic club fitting company, is joined by Cobra’s VP of Product Architecture as he breaks down the design, technology, and performance goals behind the new OPTM drivers. Then True Spec’s fitters take them into the bay to see how they perform.

Clarity.Golf today announced the Cicero Stewardship Program, a governed leadership framework designed to strengthen golf instruction, club fitting, and performance development as measurement rapidly shifts from scarce instrumentation to software-defined, science-driven ground truth. For decades, much of golf’s teaching, fitting, and performance culture has been shaped by guru models—where authority rests on personality, branded methods, or individual interpretation. Cicero’s stewardship model replaces that dynamic with a different center of gravity: validated science, accurate measurement, and measurable outcomes.

Golf Live, the market leader in providing software solutions that help coaches scale their business while providing access to the world’s best coaching minds, launched a new and innovative video content platform called “Golf Live+”. Golf Live+ will feature exclusive Live Streams and access to vast video libraries from top coaches for a $4.99 monthly subscription fee. Golf Live+ is just one of the benefits Golf Live is bringing to coaches, players and students around the world. The opportunity to learn for the golf industries best minds – on demand – brings coaches education to a new level.

GENIUS – a new, first-of-its-kind golf ball featuring embedded electronics that capture crucial putting data – enjoyed an exceptional first day at the 2026 PGA Merchandise Show, highlighted by a visit from primary company investor, Charles Schwab. Amid a booth that was packed from the show floor’s opening to close, Schwab received putting tips from two-time PGA Championship winner Dave Stockton, Sr., along with his fellow acclaimed putting coaches and sons Dave, Jr. and Ron. All three Stocktons heavily contributed to GENIUS’s groundbreaking technology.

Galway Bay Apparel, a premium performance golf apparel brand known for technical rainwear designed specifically for golfers, today announced strong fourth-quarter momentum as the company. Galway Bay delivered significant year-over-year growth in Q4, driven by continued strength in direct-to-consumer demand, high repeat purchase rates, and growing brand awareness among avid and destination golfers. The quarter capped a year of disciplined, product-led growth and reinforced Galway Bay’s positioning within the premium golf outerwear category.

1️⃣ Shot Scope introduced three new products at the PGA Show. The 2026 lineup includes the LM1 Launch Monitor, H50 GPS Handheld, and LoopOne GPS Speaker, offering golfers expanded ways to measure, manage, and improve their game.

2️⃣ A record-setting MOI for a PING driver makes the new G440 K the company’s straightest and most forgiving model to date while delivering golfers faster ball speeds and CG-shifting adjustability for more distance, PING CEO & President John K. Solheim announced.

3️⃣ Paramount Apparel International, LLC (“Imperial”) announced the asset acquisition of Winston Collection, LLC (“Winston”), a distinguished accessories brand.

4️⃣ TenFore Golf announced that it has secured $7 million in Series A growth financing, led by Blueprint Equity. The investment will be used to accelerate product development, expand sales

5️⃣ XXIO introduces the all-new HYPER RD Golf Ball. Designed to pair seamlessly with XXIO clubs and the golfers who trust them, HYPER RD delivers the longest, most stable flight in XXIO golf ball history