The golf equipment industry has long been dominated by just a handful of major brands, but a new wave of direct-to-consumer (DTC) companies is beginning to seriously challenge that status quo.
These DTC brands, operating without the overheads of traditional retail channels, promise high-level performance and craftsmanship at a fraction of the cost. As a gear tester fortunate enough to try every club on the market without any bias, I’ve had a front-row seat to this evolution, and I have to say, the answer to that question is more nuanced than ever.
