Adams Golf Shifts to D2C-Only Sales to Reach ‘Modern Golfers’

Aiming to reach a new generation of golfers, Adams Golf has moved fully online.

The TaylorMade Golf-owned brand aims to be “a digitally native leader in direct-to-consumer golf equipment,” Adams Golf said in a Monday (May 1) press release.

“We’re pushing this brand to be progressive and different, but at the same time deliver performance equipment straight to the consumer’s door that enhances enjoyment of the game,” TaylorMade Vice President of Direct-to-Consumer John Gonsalves said in the release.

Adams Golf’s relaunch and move to an exclusively direct-to-consumer (D2C) sales channel was driven by the emergence of new and returning golfers who have boosted the number of rounds played nationwide by 14% since 2020 and who have a different view of the game than traditional golfers, according to the press release.

To meet the needs of these “modern golfers,” the 32-year-old brand has undertaken an overhaul that emphasizes quality, affordability and a D2C offering of golf clubs, bags, accessories, headwear and apparel, the release said.

“We view the relaunch of Adams Golf as an opportunity to speak directly to this emerging population of new golfers with equipment that checks the box in each of these categories,” Gonsalves said in the release. “Beyond that, we aim to build a brand that appeals to a wide range of players from different backgrounds, playing experiences and viewpoints on the game.”

Adams Golf is one of several brands working to overhaul the golf experience and expand the market.

For example, Topgolf Callaway Brands rebranded in August 2022 and opened a new style of venue in Seattle as part of its efforts to reach a growing international golf audience.

Topgolf Callaway Brands CEO Chip Brewer said in November 2022 that the company made the changes to “emphasize our unique and dominant leadership in the Modern Golf space.”

In December 2022, golf course payment platform Golfpay announced a collaboration with Get Beyond that aims to extend its solution to more businesses.

Golfpay’s “golf communication platform” lets golfers make payments directly to golf courses over the phone, via email or text, through webchats or online with a stored payment method.