The proposed “model local rule†advanced by golf’s governing bodies last week would impact the business of all major ball manufacturers, but no company would be affected more than Titleist.
In its leading market position among professionals and elite amateurs worldwide, Titleist invests millions of dollars annually in product development and player support to ensure it is the most widely played ball.
When the MLR was announced by the USGA and R&A on Tuesday, Titleist’s parent company Acushnet issued an immediate statement summing up the situation as “a solution in search of a problem.â€
“We are convictional in our belief that unification is one of the most important contributors to the game’s success,†David Maher, the CEO of Acushnet Golf and a 32-year employee with the Fairhaven, Massachusetts-based company, said in an exclusive interview with Global Golf Post. “It is at the core of golf’s aspirational appeal and enriches both the recreational and professional games, as both are synergistic and complementary to each other. Unification contributes to the classic one-plus-one-equals-three equation, and the recreational and professional games, and golf fans all benefit from this linkage. To no surprise, we are opposed to bifurcation and its many consequences.
“Our position is supported by a data-informed perspective that existing equipment regulations effectively protect and position the game for the future success at all levels.
“Finally, our position on unification is entirely consistent with the governing bodies’ historical views on this matter, as have been well documented.â€
Maher then spoke about the proposed ball rollback, which would take effect in 2026 and apply only to touring professionals and elite amateurs, and the optics around a sport taking a step backwards.
“The proposed ‘notice and comment’ would abandon unification and separate professionals and competitive amateurs from recreational players like you and me. While equipment has always been tightly regulated, it has never been taken backwards. If this is where they go, it would be a cataclysmic change for the game, and I would be concerned by the many consequences of such a direction.
“In the case of golf balls, initial velocity and overall distance have been limited since 2004, and as a result, the golf ball contribution to distance gains since then have been minimal. This may help you understand why we strongly disagree with the notion that the golf ball is part of a problem or should be represented as the solution.â€
“Balls and clubs are heavily regulated. We do not see concerning distance gains on the horizon, and bifurcating the golf ball represents an extreme consideration for what is a vibrant and effectively regulated sport.â€
David Maher
Maher points out the company’s belief that many of the contributors to past distance gains are at their limits and will not contribute to future gains. This is an important point particularly when historical trends are being used to project future trends.
“All players are launch-optimized today, which was not the case 20 years ago,†he said. “There will be no future optimization benefits for elite players. Fairways are firmer and faster than they have ever been, and there is not another gear of firm and fast. Balls and clubs are heavily regulated. We do not see concerning distance gains on the horizon, and bifurcating the golf ball represents an extreme consideration for what is a vibrant and effectively regulated sport.â€
Which means, according to Maher, that it all comes down to the athlete.
“Golf has a built-in governor as success requires a balance between distance and accuracy. The top-ranked player has seen a 0.2 mph clubhead-speed increase over the past 10 years, and the 125th-ranked player has increased by 2 mph. This suggests that the top end is near its limit.
“Our research at the Titleist Performance Institute suggests that athletes achieve max speed peaks in their early 20s. The body has limitations, and many of the longest hitters face injury issues. We have seen this recently in the professional game. This is another built-in governor.â€
Maher bristles at the notion that only the governing bodies are focused on protecting the long-term health of the game. “My shareholders and fellow associates would certainly be disappointed if they believed my focus was not on the very long-term interests and health of both the golf ecosystem and the Acushnet Company.â€
Many of Titleist’s sponsored professional players went on the record to oppose the new MLR, none quite as forcefully as Justin Thomas, ranked No. 10 in the world.
“They’re basing it off the top .1 percent of all golfers,†Thomas said. “You know what I mean? I don’t know how many of y’all consistently play golf in here, but I promise none of you have come in from the golf course and said, ‘You know, I’m hitting it so far and straight today that golf’s just not even fun anymore.’ Like, no, that’s not – it’s just not reality.â€
Some tour players believe a proposed rolled back golf ball would significantly increase spin and shot shaping. Maher thinks otherwise.
“Based on the proposed launch conditions, an MLR ball would likely be lower-spinning than today’s conforming model, in addition to being considerably slower,†he said. “And it is our belief that lower-swing-speed players would be more impacted by this change than the longest hitters.â€
So, would Titleist make the proposed new golf ball?
“These are early days, and it is too soon to say,†Maher said. “We will research the proposed changes and develop golf ball-performance scenarios, and this will help to inform our next steps.â€
Jim Nugent
Top: Scott Halleran, Getty Images
