Instagram – The Future of Golf Consumption?

When it comes to the GOAT doing GOATY things, like hitting 120 yard bananas out of bunkers in Mexico, Instagram is the place where most people now see it.

Say what you like about Instagram, but it’s difficult to deny that it’s THE social platform going into 2019 and is showing no signs of going away. With engagement rates going through the roof, and 2 hours plus of screen time on the app alone a common theme amongst “millennials”, it doesn’t take a rocket scientist to work out that if you want to engage an under 30 audience then you need to be “winning on Insta”.

You’ll probably know that Tiger struck one of the shots of the century last week at the WGC in Mexico – that bunker shot – and shortly after it began reverberating around Instagram through stories, posts, DMs. (In the very small chance you’ve not yet seen it, shame on you and watch it here). Granted, the man is one of the most instagrammable (yes, that’s a word now) human beings ever, and him simply emerging from his vehicle with sunglasses on makes for a cracking 10 second clip, but the sheer reach that the video got was staggering. By 24 hours after the shot had been struck, anyone who was anyone who had any interest in golf had seen the shot and was talking about it. This is a great example of how the golfing world is leveraging the power of Instagram to increase engagement.

The problem usually with watching golf in the regular format on TV is that it lasts for 5 hours, 4 days in a row.

Who really wants to sit through all of that?

What’s more, that’s a hell of a lot of cameramen, cameras, editing, commentating and presenting to pay for.

Sure, that final 2 hours on Sunday might be exciting but, really, for most of the PGA tour events to most of the average viewers, the rest is just a load of guys in chinos knocking in 3 footers and tipping their caps.

Instagram viewing, however, is completely different and to be fair to them, the two main tours (European & PGA) are doing a pretty good job of taking advantage of it. After a few 20 second clips, a reply to your mate who sent you Dustin Johnson’s 543 yard drive on the par 5 10th and a quick look at the leaderboard, you can feel like you are fully up to date with the most important happening’s of the day’s play and in a great position to sit down and watch the crescendo of the action.

Golf, in its favour, has extremely watchable and engaging highlights, over and above what other sports can offer. There is something unique about a driver smashed with a pro tracer curving around a forest landing a few feet from the pin – it’s worth 10 seconds of most people’s time.

Hundreds of channels are popping up and capitalising on this fact. To name a few, ZireGolf, Golf Views and Robin Matthew Williams are three golf-related accounts who are creating and curating laugh-a-minute golf content.

One group of stakeholders who are falling down in the game of golf is Golf Clubs, who are missing out on a plethora of opportunities to engage a modern audience through the platform. Whilst their own accounts tend to be dull and boring (with a few exceptions), more importantly, it’s very rare to see a Golf Club offering content creation opportunities for their customers to take part in creating and share on Instagram, where the real value lies.

What’s for sure is that there’s a real future in consuming golf through Instagram, and the sport’s natural in-built qualities are a perfect match for it. I would not be surprised if more event organisers do not take an Instagram-lead approach to how their competition will be consumed, and I expect that governing bodies, golf clubs and courses better be making sure that their strategy ensures they are making the very most of the platform to engage the new generation of golf consumers.

Written by Harry McInley

Harry is Co-founder of 1PUTT Golf, a new golf event concept which reinvents the golf experience, to make the game more exciting, fast-paced and accessible for all player abilities.

So the Rules of Golf have changed… But is anything actually different?

You might have heard that the New Official Rules of Golf came into play on 1st January 2019.

This was a move instigated by the R&A (the official governing body for World Golf) and it was marked as one of the biggest changes in the sport’s history which was set to modernise, innovate and speed up the great game and bring it into the 21st Century.

Proverbial caps off to them, who had the painstaking task of going through the somewhat biblical Rules of Golf book to put 400 years worth of traditional rules under the microscope to see where the game of golf could be tweaked to be conducive to a modern audience who generally calling for something more exciting and engaging.

Thousands of pounds were spent on legal fees, thousands of articles were written about what was going to be changed as well as thousands of hours of combined confusion unearthing rules which people never even realised existed which were now being bought to their attention. Despite this, we were all happy to put up with the confusion, because the intent was coming from the right place. Re-assessing the rules and seeing how they could evolve with the times could only be a positive…… right?


As I sat there last night watching the final round of the Genesis Open on the PGA Tour, I think I and indeed anyone else watching could have been excused for thinking that absolutely nothing had changed.

Bar the flag now being able to be kept in whilst putting on the green (one change that I actually really like), to the half-naked eye, absolutely nothing was different from an event which took place last year. Of course, to a playing professional or caddy there may be a lot more to think about which the new rules have affected, but let’s be honest, for the average viewer at home, they couldn’t really care less.

If anything, some of the changes have resulted in even more confusion and hilarity rather than clarity. Golfer & logical thinker Bryson deChambeau’s hilarious drop from the knee earlier in the year and Rickie Fowler’s ridiculous ruling at the Waste Management Open are just a couple of examples of this.

Most depressing and frustrating of all, the new rules were meant to speed up the game. In reality, we had the pleasure of watching a certain JB Holmes who took the parable of The Hare & The Tortoise to new levels last night as his “slow and steady” game was good enough to overcome the rest of the field and take the title. Taking nothing away from his brilliant golf, it can’t be denied that JB’s ugly swing, open neck zip sweaters and 3-hour putting routine isn’t excellent for viewing. (Take a closer look at this blog post’s cover photo – yes he did hold up his putter to line up a 6-inch putt.)

It’s difficult to see how the rules of golf is negating the most pressing issues.

It raises a very important question.

Is the traditional game of golf anti-innovation by design? Are the game’s well-intended efforts to modernise only resulting in more eye rolling moments that the golfing audience is getting so accustomed to seeing?

With a game steeped in so much tradition, history and boundaries, would golf be better off looking at the game with completely new eyes?

Is it out of the question to create an entirely new version of golf stripping everything back to a blank canvas and creating new, simple rules taking as much common sense as possible from a 21st century perspective into account?

This version could operate as a stand-alone event, aside from the traditional events which take place on the tour. Like the Twenty20 format did for cricket, this new version could provide a totally new, refreshing environment and example where new rules, new attitudes and innovation can flourish and toxic tendencies like slow play and “play it safe” golf would be excluded by design.

Written by Harry McInley (director of 1PUTT Golf)

1PUTT is a new version of golf which seeks to look at the game with totally new eyes and create a more modern, exciting and accessible experience for both the player and the viewer. Who knows what cascading impact a 1PUTT event could have on the innovation of golf as a whole. Learn more about the concept here.

Golf Coverage: Where’s it heading?

Anyone who was – or trying to – follow the USPGA Championship last month would have found that it was not being shown on Sky Sports, as it usually is.

For why this was the case, head over to our previous article about Eleven sports buying the rights and streaming it online rather than showing it through a traditional TV broadcaster.

For obvious reasons, this was met with a lot of negative controversy, with many being so used to throwing on the TV to watch these events now having to sign up online and watch it on a laptop or iPad being a real inconvenience. It certainly wasn’t ideal, and unless you were super prepared with your HDMI cable  you may have just settled for BBC updates. A desperate shame, seeing as the Sunday was, in my opinion, one of the greatest days in Golf Major history, with Brooks Koepka playing invincible golf with The GOAT back from the dead chasing down right to the end, shooting an inspired, and totally ridiculous 64.

To add to these woes, Eleven sports is a paid service, so had Sunday not fallen within the 7-day free trial, it would have been an extra cost too.

So the expected reaction would be to cite this as an outrage and let’s return everything to its usual state. Well, not so fast.

Whilst granted, it’s a bit annoying to change habits and be expected to pay another additional cost, I think that on the whole, the shift could be a very exciting one, not just for golf fans but all sports fans.

Anyone who watched the Eleven Sports coverage will have noticed that it was different from your standard Sky coverage. Whilst in places it was a little bit scratchy and less well-polished, which can only be expected from a very first attempt at it, there was something about the coverage that felt more intense, more exciting. Younger, non-golf specialist on-course presenters seemed a breath of fresh air, trying to get under the skin of the players, in comparison from your older, Golf-fanatical commentators who are often obsessing over rules, lies and swings.

In terms of logistically watching a streamed service rather than one through a TV box, I think this is a minor issue seeing as with the rise of Smart TVs and more and more instances of sport being watched via an internet connection, I see this only being a real problem for the late adopters who are unwilling to change their viewing habits, and will get better and easier with time.

The most exciting prospect from all of this though, is the opportunity that comes with decentralising all coverage away from just a small few broadcasting channels, who have a very set-in-stone, traditional experience they want to give their viewers, with less opportunity for drastic change and innovation.

With a new, disruptive player in Eleven Sports, brings new, fresh perspectives and new ideas about how sport can be enjoyed at its best. On the ‘about’ section of the Eleven sports website, the company cites its mission to “enhance the viewing experience, bringing fans closer to the action” which is an exciting purpose to have – for this I can only give kudos for being bold enough to try.

It will be interesting to see their strategy going forward. Will they be more bullish in Golf to try and corner a niche such that a golf lover will almost have to get a subscription? Perhaps even more exciting, could there be an opportunity for the platform to begin creating their own, unrestricted content tailored to fans, as we have seen Netflix do in the Tv Entertainment space? What about a new format event independent from the highly restrictive and traditional European and PGA golf tours?

You can only ask the question.

I look forward to seeing what the future holds with Golf coverage, and if we can be patient, there could be exciting times to come.

1PUTT is a new innovative version of golf played within a new atmosphere and with shorter and more exciting formats to modernise the game for a greater variety of audiences to enjoy. We believe that we can create a golf course environment that could be the key to unlocking golf’s true potential. 

Watch the USPGA Championship live from Facebook!

For the first time ever, you can stream one of golf’s ‘Majors’ live from Facebook.

No need for Sky, or any premium tv subscriptions to watch the USPGA Championship with all the best players playing starting on Thursday.


It was announced that the rights to the coverage were won by Eleven Sports, who outbid Sky, who we are used to tuning into for this type of event.

Eleven Sports is a UK-based sports broadcaster owned by Leeds Utd Chairman Andrea Radizzani.

They use a streaming method of broadcasting as opposed to the traditional methods. They have so far picked up the rights to various European football leagues’ matches, some UFC and this could mark their interest in streaming more live golf.

How to watch:

All four days of the USPGA will be watchable from with Thursday and Friday available from Eleven Sports’ UK Facebook page.

You can sign up to a free 7 day trial if you want to watch Saturday and Sunday free of charge.

What does it mean?

It marks a very interesting change to the way in which people will consume golf in the future. Over the last 10 years or so, golf coverage has been largely monopolised by Sky, which a limited number of people have access to – limiting the potential reach of the best that the sport has to offer.

De-centralising the way in which people can enjoy the pinnacle of any sport can, in my opinion, only be a win for reaching new and untapped audiences.

I will be interested to see what the quality of the coverage is like, something that Sky have been recently doing well, but with room for improvement.

Tune in on Thursday to see Tiger and co. battle it out for the year’s final major.


Fancy playing in your own major? This Sunday (12th August), ‘The Players Club’, which spawned out of the growth of 1PUTT, will be hosting it’s 3rd major of the year, The Banstead Downs Invitational, an individual stableford event for a cash prize at Banstead Downs in South London. The field is filling up, email to enter now.

Hero Challenge Edinburgh: The Verdict

You’ll be excused for not knowing that the Hero Challenge – a new format golf event – took place in Edinburgh last Wednesday, before the Scottish Open. To be fair, it did clash with the England Croatia semi-final, which is the “mother of all clashes”, but it’s up for debate whether you would have heard about it anyway.

As I was obviously throwing beers over myself in Hyde Park for the football, I watched the full repeat of the Hero Challenge on YouTube, but I skipped through large chunks of it.

Now I understand that this event exists largely due to its sponsor Hero, India’s leading motorcycle company. Random? Yes. Questionable? Absolutely. The bottom line is that I don’t know exactly what the company’s strategy exactly is and what they want to get from the event. The other fact is, and there’s no doubt that the European Tour would agree, is that an event like this, broadcast online worldwide, presents a fantastic opportunity for the sport to reach new audiences, debunk some traditional perceptions about the sport and, ultimately, grow engagement and participation.

So, if the event was indeed trying to do these things, here’s my verdict, based on 5 main criteria.

1: Venue / set up: 9/10

Let’s start with the positives. Hats off, the set up for this event was a jaw dropper. Managing to secure one of the most visited spots in the UK, this event took place next to the fantastic Edinburgh Castle. The stadium lining each side was also great, and the platform for the players made for a great centre stage. The only let down was the tin pot-looking target which the players had to hit, made from what looked like a patch of nylon. It was all set up for a cracking event….

2: Atmosphere  2/10

Again, it must be mentioned that this event clashed with an England World Cup semi-final, which is obviously going to hurt the atmosphere. Despite this, the atmosphere was shocking. To start with, the stadium wasn’t full, which pretty much nullifys the buzz of the whole event when it’s the first thing that you see on the coverage, glaring at you in the face. Clapping and cheering had to be awkwardly encouraged by Vernon Kay (more on him later) and the whole thing just feels staged, awkward and unwatchable.

Of what crowd there was, from what I could see it was made up of lots of mums and guys wearing Ping caps. Not really the sorts of people you want generating buzz around the sport. Again, if the sport is about reaching the ‘new generation’, it has to practice what it preaches. This means marketing the event solely to 18-35s, and including something in the lineup that’s going to excite this crowd. A good bar, live performer and a unique event by the Castle should be a perfect start to a night out in Edinburgh, would it not?

3: Style  1/10

If golf was looking to attract new people to the game from this event, they’re not going to be very cool. Creating a stylish, fashionable and “cool” event is not always easy, because the more you try often the harder it gets, but is absolutely necessary to build excitement. A lot of it comes down to the people involved, not as much about the golf.

The competitors are a major problem. Taking nothing away from their absolutely mad golfing skills, this event featured Ian Poulter, Shubankar Sharma, Rafa Cabrera-Bello, Richie Ramsay, Matt Kuchar and Charlie Hoffman. With 3 of these guys being over the age of 40, and the rest being awkward personalities at best, this was a major sticking point of the event. New audiences want to see people they know, who crack good jokes, wear fashionable clothes and are generally comfortable on a stage. Hitting beautiful 56 degree wedge shots is secondary.

The compere is also all-important. There is no doubting that Vernon Kay is very good at what he does. In principle, he did a good job of rallying up a half full crowd and getting the players to crack their God-awful jokes. But to say that choosing Vernon Kay was a ‘play it safe’ would be a huge understatement. As soon as I see Vernon Kay, I think of Tuesday evenings, catch up television and grandmas. Cool? Not really. Enough of VK, this is the last time I want to see him at an event like this.

4: Format 3/10

The format was again just a bit confusing, complicated and illogical. As always, it took me a few shots to realise exactly how it worked. Firstly, the bullseye target was too small, with players consistently scoring 0 or 5 points with scores of 10, 15 or 20 for the inner rings being much too rare. It was just too boring to watch either a miss of the tin pot target or a 5 pointer.

It’s clear that the event organisers are still testing and playing around with different ideas to come up with something that works, but they still haven’t found it. Simplicity is key here.

5: Coverage   7/10

The coverage of these events, on the whole, is pretty impressive. The live streams across Twitter is great – I would also like to see it on Facebook (excuse me if it was) and the fact the whole event was uploaded to YouTube is also a plus. Camera work was all good, pro tracers of the shots helps too.

Overall score: 22/50

I can’t comment on how successful this event was for Hero Motorcorp, but unfortunately, this event fell way short of the mark as an initiative to improve the image of golf and bring new audiences to the sport.

I feel that the major problem is, to reach new audiences, (ie. people who don’t necessarily know and love golf as it is), by definition requires thinking outside of the current golfing paradigm to provide ‘hooks’ to those to turn people’s heads and incentivise them to give golf a chance, even if it’s 10 minutes of YouTube streaming, or a sharable video on Facebook. To me, this event looked like the same golf-paradigm thinking – the same players, wearing the same thing, with the same terminology, only echoing elements of the game people in the sport already know and like.

It’s all well and good to sit here and moan, so what’s the answer?

If the sport wants to grow engagement and participation rates then key stakeholders like the European Tour and sponsoring brands like Hero have to take more responsibility to actually put together a plan that takes a blank canvas approach and views the event from the perspective of someone completely new to the game.

In my next blog article, I will outline some of my ideas I would put forward for an event of this kind – stay tuned!


Harry is the co-founder of 1PUTT Golf, a new golf format and experience designed to break down the barriers and modernise the game. Check out the video of a similar “shootout” type event 1PUTT held at Brancepeth Castle Golf Club for University students in June.

The Golf Club who Tried to Please Everyone

It’s nice to be liked, so it is often tempting to try and please everyone.

I assume that most can relate to times where they have tried to be everything for everyone, only for it to lead them down a road of spinning plates and covering up white lies in a desperate attempt to not let anyone down. The lesson usually learnt is that it’s better to have a clear set priorities so that time can be allocated more confidently and in a more focused manner. Paradoxically, by closing the door on many, but opening it fully to a smaller few, you have a better chance to be of value to those who matter.

I think that there are many Golf Clubs that can learn from these life lessons.

I came across a LinkedIn artcile the other day, nobly entitled, ‘How to reach Millenial golfers: 12 Things they want at the course’. Having given it a quick read – nothing in it surprised me – the standard plead for music, mobile apps, relaxed dress codes and shorter rounds. In my opinion, nothing particularly original or helpful within the article – clearly something put together to play up to the desperation golf has to re-brand itself into something cool without too much thought about how it can be done practically.

I imagined the desperate Golf Club Manager reading it at his desk, sweating under the pressure of ‘needing to lower the average age’ of the Club, under strict orders from ‘the board’. In a desperate attempt to do so, an article like this may trigger a knee-jerk reaction.

The question is – is it doing more harm than good?

Like in life, it is a known fact in business that ‘trying to be everything for everyone‘ is a recipe for disaster, and I can’t help but feel many clubs have a blind spot in this area.

You only need to look at the hugely successful businesses and brands to see how they understand this. McDonalds caters to an audience looking for a fast and inexpensive treat. Whilst it might seem obvious for the company to want to sweep up more market share by increasing the size of this audience, they have never sold premium burgers or expected customers to wait long periods of time for their burger and spend 2 hours in their restaurants. This experience would be so conflicting to the experience that regular McDonalds customers know and love that it would end up not growing their market share, but the exact opposite, eating into their loyal customer base (no pun intended). It’s also why Colgate are entirely focused on providing the best toothpaste in the world, and are not looking to prodive razors or ready meals, because the experience of brushing your teeth is not one you want caught up in other areas of your life!

Despite this, most Golf Clubs I speak to are looking to:

– have a thriving ‘core membership’ of 40-60 year olds

– be a great place for milennials and under 30s to hang out and play

– be welcoming and open to ladies of all ages

– be welcoming to seniors

– have a thriving junior section

All on the same course, within the same clubhouse, under the same brand!

I can only speak for myself, but as a 25 year old, I am looking for a golf experience that’s tailored to me and my wants. I want to be playing with mates, and others who are around my age, and I don’t want to be playing behind a bunch of 70 year olds and being chased down by a bunch of kids. Similarly, when I get in the clubhouse, I want their to be wifi, craft beers and music, which would be deemed as at best annoying or at worst offensive to most over the age of 50 – apologies in advance to those who would love it.

It seems, therefore, that the recipe for success is for clubs to know exactly who their target audience is and what they want. This can then dictate what experience the club needs to offer and what priorities and focus needs to be put in place in order to bring it about.

Blindly thinking that you need ‘more younger members’ and then investing in an expensive mobile app for your club is something that I have seen clubs willingly do but is not necessarily a smart move if it is not lead by a clear strategy or purpose.

In my opinion, it is absolutely necessary that any Golf Club asks good questions of itself in order to understand itself better. Who is my most important customer? What do they want their experience to be like? Are we doing all we can to provide that? What do we need to change about our experience? Are we focusing on the right people?

Having asked these introspective questions, a Club will then be able to make the required changes to provide an experience tailored to their target audience. Until they have done this, any attempts are futile.

It may be that your Club is the best place for retired golfers to play, in which case ‘on-course wifi’ is probably not a priority.

It may be that your Club’s focus is on 20-35 year olds living and working in urban areas, in which case, creating a modern, interactive experience is of the utmost importance.


Harry is the co-founder of 1PUTT Golf, a new golf experience tailored to the modern player. The 1PUTT experience leverages new exciting short formats, a new sociable atmosphere and the latest technologies to appeal to new audiences and modernise the sport.

The Need For a New Golf Category (A Response to Iain Carter)

A couple of weeks ago, Iain Carter, BBC’s main Golf correspondent, wrote an article about the heroics of Tommy Fleetwood and Chris Paisley at the unique pairs tournament called the Zurich Classic held in New Orleans. In the article, he focused on yet another controversial topic arising in the Golf world: the tournament organiser’s decision to include walk-on music on the first tee.

Iain went on to say that “the music gets in the way and it must be remembered Coldplay is not cool golf. The sport should have the self-confidence to say it can be “cool” without musical accompaniment.”

Overall, his argument was that the golf itself is the coolest part of the game and it’s about focusing on new golfing formats rather than the razzmatazz surrounding it to reach new audiences.

This is by no means the first time that a new attempt to add something new and quirky into the elite golf tournaments has been met with controversy. Last month I wrote an article about Tony Finau wearing a hoody in a traditional, 72-hole tournament and the response it got. Trying to add in music on the tee is not so different, nor would slightly more radical initiatives to make the game “seem cooler” such as bigger holes, coloured balls, flat peak caps, mic’d up players, time clocks etc.

I think the crux of this matter is not the new initiatives themselves, but that Golf struggles to fit these new initiatives into the right CONTEXT for them to flourish.

Iain is absolutely right in saying that the walk on music at the Zurich Classic didn’t work, it felt forced and awkward and it looked fairly obvious that players felt they were having to do it. Similarly, Finau’s hoody looked horribly out of place in a very traditional golf tournament steeped in history where all other players are wearing smart trousers and polos.

However, where I disagree with Mr Carter is that there is no place at all for new, radical initiatives like the above.

In my opinion, golf is held back from reaching new audiences by the barriers that surround the game, and these include restrictions around music and phones on the course, what you can wear and even some of the traditional rules of the game.

A new environment must be created in which these new, modern initiatives can flourish.

As Iain also touched upon, a lot can be learned from how cricket has brilliantly separated 3 different environments in which different initiatives can flourish. On one hand, whites, quietness during play and snoozy afternoons are hallmarks of a great day’s test cricket. Then you look at Twenty20 cricket and both fans and players are fully expecting a totally different experience with music, dancers, fireworks, coloured kits, flat peak caps and mic’d up players – these are all unquestioned part of the T20 brand.

It is obvious that Golf is trying desperately to move the same way, but what it has failed to see that It needs to create a new context first in order to be able to start bringing these initiatives in and for them to seem normal and not forced.

Playing walk-on music on the tee at the Zurich Classic is the equivalent of the ECB saying that music will be played between overs at Test matches. I just don’t think it fits with the context.

Golf needs to go full in on a total new atmosphere and experience, or keep it really traditional and pure. No in between, no blurred lines. In future, I think we will see more tournament organisers willing to play all out rather than go 50:50, with the most exciting players, new look clothing, mic’d up players, music everywhere and whatever format that generates traction.

This would then make conversations around controversies redundant, and allow the new, shorter and more forward thinking environments to create innovation for traditional Golf, just like what Twenty20 has done for test cricket.


1PUTT could be that new category that golf is looking for. 1PUTT events create an entirely new environment and atmosphere, where new thinking and innovations can flourish. Past events have included and welcomed: bigger holes, on-course music, team formats such as ‘best ball’ scramble, mixed teams, a new scoring system that doesn’t include pars, shootout holes and much more. Check out 1PUTT in action this coming bank holiday with their next London Major Event at Farleigh Golf Club.

Written by Harry McInley

The Hooded Golfer – should it be allowed?

Editor: Harry McInley

On the opening day of the Valspar Championship, Tony Finau rocked out a pretty bold piece of Nike gear for the last few holes – a hoody.

Unsurprisingly, it got a bit of a marmite reaction, and I can see where both viewpoints are coming from.

On the one hand, it’s only a hood, and what’s to stop an exciting up-and-comer wearing whatever he feels comfortable in?

On the other, there are unspoken traditions within golf and the PGA which dictate what’s OK and what’s not. A hoody, a piece of clothing which has its own connotations in itself, has so rarely been associated with golf in the past that most traditionalists literally wouldn’t know what their eyes are seeing, and it can be seen as disrespectful.

Personally, I don’t think either viewpoint is wrong. What is important, however, is that what golfers wear has to fit the CONTEXT in which they’re rocking it…


I don’t blame the players.

I don’t know whether the players themselves feel the same way, but it depresses me whenever I turn on the TV to watch golf, to see each and every player wearing almost exactly the same thing with just a slight variation on the logo, colour of trousers, baseball cap or polo neck. Yes, there are the exceptions – those lucky few – who can seemingly where just a slight variation of what everyone else wears and make it completely their own. (Tiger and Rickie Fowler being the only two that spring to mind.)

Don’t get me wrong, come Augusta, I’m not worried about seeing daring clothing and I’d expect everyone to be kitted out in their best polo and slacks. Because it’s the Masters. Or the US Open. Or the British open, or any other tournament with a great deal of tradition and history that surrounds it to the extent that the player’s gear should honour that.

The problem is, it seems that there is far too much of this ‘old paradigm’, ‘traditionalist’ context for this era, with little opportunity for players to be a bit “different”.


I don’t blame the brands. 

From following the big brands closely over the last few years, it’s very clear that they are really trying to push the boundaries around golf clothing, and they’re having a tough time getting anywhere because of these boundaries that block them.

Nike are a great example. You only have to walk into the Nike store on Regent Street and check out the various other sports that the company provides clothing for skateboarding, basketball, football and surfing, to name a few. In all of these, there are almost no boundaries, and the brand takes pride in brandishing some of the most daring, modern and rebellious looks. Next to the DJ banging out the tunes on the second floor, stands the somewhat isolated Golf section brandishing similarly daring looks. No-collar shirts, all white SnapBacks, high-top golf shoes and yes – hoodies. Something about doesn’t quite sit right, it’s almost like the designers have never set foot into the golf courses that lie just a few miles away on the outskirts of London. Quite frankly, you’d look a pillock.

My point is not that the gear is not nice, far from it, but it seems that these brands are struggling to find the context to fit their modern fashion trends into Golf.


I blame the lack of context. 

It is of course difficult for the whole golf industry to be everything for everyone. Golf has a huge older and more traditional audience who are indifferent to the designer trends and how we can evolve the sport. That’s fine, and it’s important to respect that.

However, there is also now a big need to break down these barriers, and create environments in which players, fans and consumers can be a lot more laid back and daring in their approach.

Kudos to The European Tour, who have backed up their efforts last year by announcing another, refined new format to take place in August at Gleneagles which will feature both men and women playing together – which I think is a great idea – in a new format event. It is at these kinds of players that the likes of Finau should relish. It’s a chance to play in a modern event where the traditionalists guards are lowered and a players’ personality can truly be reflected in what they wear – whatever that may be.

Similarly, it’s the responsibility of Golf Clubs and golf event organisers at the grassroots level to create environments where more stylish, riské gear is not looked upon with a furrowed brow.

We have seen examples of the success when clothing does find the right context. Again, it was Rickie who pulled it off, but who could forget the unbuttoned #aloha he rocked during the Pro Am of the Kapalua Invitational in Hawaii.

PUMA then impressed me again, when they released a recyclable SnapBack cap just after the Waste Management Open, known for its daring, exciting, iconic 16th hole. Because the context was right, it worked, and PUMA are quite rightly leading the way on innovations as a result of them.

So come April when I settle down to watch the masters and I see a hoody, I’ll be after their head, but if I see hundreds of variations of the same polo shirt at European Tour’s new event in August, I’ll be equally disappointed.

Tune in to Sky Sports Golf tonight at 7PM to see Tiger looking to claim his first PGA Tour win in 5 years.


Waste Management: The good, the bad & the future.

written by Harry McInley

This year was the first year I watched a good amount of the Waste Management Phoenix Open in Arizona. It’s one of the better known events on the PGA Tour because of the iconic Par 3 16th hole which is completely surrounded by a stadium. Generally, I was very impressed with the event and the viewing experience had me gripped. In saying that, it still could have been better – so whilst this is a positive sign for golf I still the the sport misses opportunities to double down on what it’s doing right.


The Stadium Hole (see cover photo) – This is just an awesome addition to any tournament. To have the players come through a tunnel and be greeted by a raucous stadium brings out the best and worst of the characters in golf. I think this is what people want to see more – how they react when the pressure and the atmosphere is cranked up a notch. We’ve seen what it does to certain players during the Ryder Cup but why shouldn’t there be more party-like atmospheres at other events? I’d like to see this concept being used at other golf events.

Noise Levels – There were several occasions where players encouraged the thousands of fans to keep the noise levels up as they hit their shots on 16. We’ve learnt from this and the Ryder Cup that professionals can still hit shots when it’s not stone cold silence. Of course, at many golf tournaments this isn’t going to happen and shouldn’t happen, but really, does there need to be complete silence every time someone takes a shot?

The Attendance – There was a record attendance of 719,000 across the whole week and 216,000 on the Sunday which is amazing numbers for a PGA Tour event. The positives of these numbers don’t really need to be spelt out, and this was on Superbowl Sunday too.

Protracers – More and more pro tracers are being used now both on tee shots and shots from fairways which makes watching each shot 10x better. In fact, once you’ve seen a few any shot which doesn’t have a pro tracer seems ridiculous – you can’t see anything. I’d like to see graphics of where the hole is so you can see where the players are aiming and more insight into the shot shapes from commentators. I don’t think it will be long before every televised shot has one.

This putt by John Rahm:


The Playoff was on 18 – It seemed stupid to me that the big feature of the whole week was the par 3 16th, and yet the playoff between Gary Woodland and Chez Reavie was still played on 18. Traditionalists will say that a playoff hole shouldn’t be played on a Par 4, but a playoff on the stadium-encapsulated 16th would have made for great viewing. This is an example where golf isn’t willing to double down and take a bit of a risk.

BBC Sport – I refreshed the BBC Sport feed a few times on Sunday evening to check the leader board. Not only was the golf nowhere to be seen on the main feed, when I chose ‘golf’ as the sport there wasn’t even a live leader board, only an article from the standings from the previous day. This is not helping any new audiences hear about a cool golf event.

The Commentary – Boring, old, dull commentators on Sky Sports really took the shine off what was a very forward-thinking event. It was topped off when Rickie Fowler hit it on the water from his tee shot on 15 – a huge moment – only to be greeted with 10 seconds of silence and then a single line of ‘that’s a mishap from Rickie’… I’d like to see younger, more exuberant characters taking up the mic and why not give the players a mic so we can get some insight into their psyche?

Lack of Music – I really think you can double down on the electric atmosphere created on the 16th hole. I like the idea of entrance tunes for certain players (maybe not in an individual event) or DJs playing as the players walk from tee to green.

The Field – Whilst there was Rickie, Phil and Rahm, there were several big names missing who I think should all be present at this tournament.


There are certain golf tournaments that should always stay the way they are. We’re talking the majors, and some events that are steeped in history. The quiet fairways and the respectful galleries are all part of what makes them so great. For me, however, there are far too many ‘boring’ tournaments that don’t stand out due to a lack of creativity and unwillingness to change. The Waste Management Phoenix Open is clearly run by a group of people that are willing to think a bit differently and I think they are paving the way for more event and tournament organisers to create more attractive atmospheres around the sport. This will only help audience levels, participation levels, sponsorship interest and a general evolution of the game.