Era – Ultra Golfing

In LIV’s new era, everyone (even Bryson!) has same question

admin — Wed, 06 May 2026 06:19:56 +0000

STERLING, Va. — Is this the beginning of the end?

Or the beginning of a new beginning?

On a steamy Tuesday here at President Trump’s Washington D.C.-area club, where a hulking white colonial-style clubhouse stands sentinel atop the property like a ski lodge clinging to a mountain’s edge, that was the question on everyone’s minds in what is LIV Golf’s first event back since its funders, the Saudi Public Investment Fund, announced it would pull its billions at the close of the 2026 season.

You could feel the buzz about LIV’s uncertain future, from the players, the caddies, the media, the staff, the volunteers driving carts up the vertiginous climb to the clubhouse. Even from the league’s biggest star, who said he was as blindsided as the rest of the golf-following world when reports began to surface in mid-April that the league he had helped put on the map suddenly was in crisis mode.

“Same day as everybody else,” Bryson DeChambeau told GOLF.com of when he learned of the PIF’s decision. “I didn’t know. It was quite quick.”

When DeChambeau got the news — by way of LIV CEO Scott O’Neil — he said his immediate rection was, “There’s no way. That’s frickin’ impossible, considering what I’d heard a couple months earlier. I thought there was a plan through 2032. It was a flip of the switch.

“I wish [the PIF] the best of luck. I just wish they would have stayed in a little longer, because we’re really close on the team side, for every team being profitable.”

How close is hard to know. O’Neil has said that he expected 10 of LIV’s 13 teams to turn a profit this season but the finer points of how those teams would get there have never been spelled out. LIV also was working toward selling stakes in its squads and said it had appointed Citi to find buyers. In February, O’Neil told the Financial Times, “There’s a commitment to the long term of this business, that’s beyond a shadow of a doubt.”

If you listened to O’Neil’s long and at times wandering press conference Tuesday morning, there’s no question there’s still commitment, just not from the PIF; it’s now coming from O’Neil and the fleet of bankers and advisors he has recruited to help him find new investors for his five-year-old league. It’s a tall order but one O’Neil says he’s ready to embrace.

“Guys, remember, when my phone rings, it never is the case that everything is going well,” O’Neil, who ran professional sports teams and entertainment companies before joining LIV, told the media Tuesday morning. “I am not a status quo manager. I never have been. Like this is what I do … so, it would be naive to be surprised, and it would be irresponsible to be thinking anything else other than how far we have to go to make sure that we can continue to grow this game around the world.”

O’Neil declined to say whether he was surprised by the PIF’s exit but did say “it was very clear 18 months ago that for this to be a growing concern, we were going to have to make significant and substantive changes in terms of the way we do business.”

Speaking of growing concerns, one veteran pro told me Tuesday that there is a sense of “worry” among LIV players, particularly those less established players who, should LIV not survive, could find themselves with nowhere to play, at least in the short term. There’s also a possibility that the league lives on but with smaller purses and contracts. “I do believe that for the business plan to change, whatever they’re coming up with, there will need to be some concessions on our part,” Jon Rahm said at his Tuesday press conference with his three Legion XIII teammates, Tyrrell Hatton, Tom McKibbin and Caleb Surratt.

When Surratt, who is 22, was asked whether he’d be willing to make concessions, he said, “I don’t think any of us know what those concessions may be or if there is going to be any at all, right? I think there’s multiple ways it can go. For me, when I say I’m looking forward to the future, I’m just thinking about myself. I’m thinking about the betterment of my career and the path that I’m on. Regardless of what tournaments that entails, my goal is to be in majors and win majors one day, and I know that when I get there, I’ll be more prepared for that moment because I’ve spent multiple years out here regardless of whatever happens or whatever concessions I have to make.”

Bryson DeChambeau on the range Tuesday.

Alan Bastable

Out here, on Tuesday, looked much the same as past LIV events; there were no obvious signs of financial duress. DeChambeau, hot off a morning visit to the White House, entertained LIV partners with a shot-making session on the range; the short-game practice area was ringed with signage from the league’s supporters (HSBC, Maaden and Trackman among them); and double-decker corporate suites lined the 18th fairway leading up to a green backed by a 100-foot manmade waterfall.

As afternoon melted into evening, DeChambeau was still on the practice green but most of his peers had departed. Duty called, in the form of an offsite player meeting on Tuesday evening.

I asked DeChambeau whether the energy around LIV and it tournaments feels any different with so much uncertainty about the league’s future.

“You can always look at it in numerous ways; I view it as an opportunity,” DeChambeau said. “Anytime a door closes, another one opens. I don’t think if a door closes, you’re just locked in forever. For us, this is the opportunity that we have in this country and also internationally, the freedom and the opportunity to build businesses. If it’s restructured in the right way, and people see the value of team golf, and want to be a part of something special, I think there’s opportunity out there.”

Time will tell, most likely sooner than later.

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KBS ANNOUNCES A NEW ERA IN DRIVER SHAFT INNOVATION

admin — Wed, 29 Apr 2026 02:46:45 +0000

KBS has unveiled what it believes is a significant step forward in driver shaft performance with the launch of the new TGBlack, a low spin graphite shaft developed and validated through extensive testing on the professional tours.

The TGBlack is aimed squarely at elite ball strikers looking for maximum control, stability and a penetrating ball flight from the tee.

According to KBS, the new shaft has already received strong feedback from tour players and is expected to feature in bags at the highest level next season.

Tour tested performance and construction

Developed using high modulus graphite and a low resin construction, the TGBlack is designed to deliver explosive energy transfer while maintaining tight dispersion, even at high swing speeds.

The shaft features a stable tip section to enhance accuracy and control, particularly in windy conditions, while a smooth EI curve helps retain feel and responsiveness without sacrificing power.

KBS Director of R and D and master shaft maker Kim Braly said testing produced impressive results when compared with competing products.

“The feedback from Tour players has been incredible and we are delighted to finally bring the TGBlack to golfers around the world.

Testing saw consistent spin numbers when comparing to other shaft brands and the distance players were seeing was off the charts. We are confident Tour players will put this in the bag next season.”

Built for elite ball strikers

The TGBlack has been engineered to blend the responsive feel traditionally associated with steel shafts with the performance advantages of premium graphite.

It offers a consistent profile across a wide range of flexes and weights, allowing players to load and unload the shaft more precisely for improved consistency and tighter shot dispersion.

Available in weights from 40g to 80g, the TGBlack is offered in five flex options to suit different swing speeds, ranging from Regular for players swinging at 96mph and below, through to TXX for speeds of 120mph and above. The shaft is produced in a .338 inch tip diameter and a standard length of 46 inches.

Availability and wider KBS lineup

The TGBlack joins the KBS Tour graphite family, which includes the TD Graphite wood shaft, the Tour Graphite Hybrid Prototype and the popular TGI Tour Graphite Iron shaft.

Designed to fit all OEM driver heads currently on the market, the new shaft will be available from authorised KBS retailers and custom fitting centres nationwide from next month, with pricing varying by fitter.

KBS shafts are currently played by more than 300 tour professionals worldwide and the company partners with all leading golf club manufacturers. Its range includes 28 different shaft models across woods, hybrids, irons, wedges and putters.

For more information visit kbsgolfshafts.com or speak to a local PGA professional or KBS custom fitter.

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New Look, New Era, Same Obsession: Srixon’s Global Rebrand Unites Golfers Worldwide

admin — Fri, 06 Feb 2026 11:38:06 +0000

HUNTINGTON BEACH, Calif. – SRIXON®, a global leader in tour-quality golf equipment and innovation, announces the launch of its new global brand platform, “Obsessed With It,” marking a powerful reintroduction of the brand’s voice, identity, and vision worldwide.

Built on precision, performance and dedication, Srixon is trusted by some of the best professionals in the world but made for anyone obsessed with getting better. From tour players to weekend grinders, it’s not just about the scorecard, it’s about the shared love of the game.

“If there’s one thing every golfer understands, it’s obsession. Golf gets under your skin, occupying your imagination and relentlessly pulling you back in. That’s what elevates it from a game to something more. And it’s a shared experience uniting golfers since the dawn of the sport,” said James Fodera, Srixon Creative Director. “Naturally, that’s the story we simply couldn’t escape throughout our rebrand efforts. So, while Srixon’s new tone and manner is as rooted in performance as it’s ever been, Obsessed With It invigorates our brand with energy, excitement, and a fresh new look that resonates with golfers everywhere.”

A Rebrand Inspired by the Players Themselves

This new chapter began with listening to the golfers shaping the game right now. A diverse mix, united by the same obsession. The ones who are redefining what serious golf means and what they expect from the brands they trust: honesty, precision, and the same relentless pursuit of the next level. This shift marks a return to what golf really is, not as a polished product, but a living, breathing obsession. Through cinematic storytelling and design rooted in precision, Srixon celebrates those united by the game’s beautiful struggle and the players who come back again and again in the pursuit of better.

Refined Global Identity

Srixon’s new brand expression blends premium craftsmanship with quiet confidence, uniting their global markets under a modern, cohesive aesthetic. The refreshed look and voice embody precision and performance without pretense; discerning, competitive, aspirational, premium, and confident, yet always grounded in authenticity and respect for the game. From refined logos to photography that captures candid, human moments, the new visual identity reflects golf’s truest self.

Unlocking a new visual identity begins with a standalone mark. Srixon will feature its distinctive “S” across marketing efforts, creating a cohesive identity system that delivers immediate brand recognition at every touchpoint. The “S” doesn’t replace the Srixon wordmark, it amplifies it, forming a comprehensive visual ecosystem that strengthens the brand as a whole.

The 2026 rebrand will unfold across four interconnected global campaigns, each illuminating at least one of three pillars which support Srixon’s new brand DNA: Performance, Progress, and Fellowship. These campaigns balance brand, product, and

professional athlete storytelling to speak to every golfer who understands that progress isn’t a finish line; it’s a lifestyle. The game is evolving, getting younger and more diverse, and Srixon’s new platform reflects that energy.

“Our players told us they wanted to see more of themselves in the brand and that feedback became our blueprint for everything you’ll see in this rebrand,” said Chris Kircher, Vice President of Marketing at Srixon. “They’re not chasing perfection, that’s impossible in golf. What they are chasing is progress. This new mantra honors that dedication and brings their passion to life across everything we do.”

Proof Through Performance

The rebrand also introduces new creative storytelling around Srixon’s latest product innovations. Letting the details of the product guide the experience, rather than clustered claims or endless specs. This new direction creates a sense of balance and focus, while maintaining that connection with players on a level that’s down to earth.

With this rebrand, Srixon invites golfers everywhere to see themselves reflected in the brand’s DNA, driven by passion, bonded by fellowship, and forever chasing that one perfect shot. Team Srixon is united by the obsession. Ready to join?

To learn more about Obsessed With It, visit us.dunlopsports.com/srixon.

About Dunlop Sports Americas

Based in Huntington Beach, CA and Greenville, SC, Dunlop Sports Americas (DSA) is the North American subsidiary of Sumitomo Rubber Industries, Ltd. We manufacture and sell premium golf and racket sports equipment to players of all skill levels under a portfolio of brands: Dunlop, Srixon, Cleveland Golf, and XXIO. DSA is also a licensed exclusive distributor of ASICS golf footwear. Our unique global sales network and infrastructure in R&D, manufacturing, and material science elevates our brands onto a global stage where we encourage players from around the world to experience our incredible products. For more information, please contact Noelle Zavaleta at noellezavaleta@srixon.com.

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