Acushnet Holdings Corp. is the global leader in the design, development, manufacture and distribution of performance-driven golf products.
The company is the steward of two of the most revered brands in golf—Titleist, one of golf’s leading performance equipment brands, and FootJoy, one of golf’s leading performance wearable brands.
The company’s target market is dedicated golfers, who are the cornerstone of the worldwide golf industry. The company seeks to leverage a pyramid of influence produ...
Acushnet Holdings Corp. is the global leader in the design, development, manufacture and distribution of performance-driven golf products.
The company is the steward of two of the most revered brands in golf—Titleist, one of golf’s leading performance equipment brands, and FootJoy, one of golf’s leading performance wearable brands.
The company’s target market is dedicated golfers, who are the cornerstone of the worldwide golf industry. The company seeks to leverage a pyramid of influence product and promotion strategy, whereby its products are the most played by the world’s best players, creating aspirational appeal for a broad range of golfers who want to emulate the performance of the game’s best players. The company services other qualified retailers that sell golf products to consumers worldwide and offers a selection of its products direct to consumers via its eCommerce websites. The company has established leadership positions across all major golf equipment and golf wear categories under its globally recognized brands.
The company generates substantially all of its sales from the sale of golf-related products, including golf balls, golf clubs, golf shoes, golf gloves, golf gear and golf apparel.
The company relies on manufacturing facilities in the United States, Thailand and Vietnam, certain of which constitute its sole or primary manufacturing facility for a particular product category. For example, the majority of its golf gloves are manufactured at the company’s facility in Thailand, and substantially all of its FootJoy footwear is manufactured at a third-party owned facility in Vietnam. The company also relies on assembly and distribution facilities in many of its major markets.
The company’s manufacturing, assembly and distribution capacity is also dependent on the performance of services by third parties, including vendors, landlords and logistics and transportation providers.
The company relies on a sole or limited number of third-party suppliers and manufacturers for many of its raw materials and components in its golf balls, golf clubs, golf gloves, golf shoes and certain of its other products. The company also uses specialized and geographically limited sources for certain of the raw materials used to make its golf gloves and other products.
Core Focus
Dedicated Golfers
The company’s target market is dedicated golfers, who are avid and skill-biased, prioritize performance, and commit the time, effort, and money to improve their game.
Product Platform
Leveraging the success of the company’s golf ball and golf shoe businesses, while maintaining the core values of the Titleist and FootJoy brands, the company has strategically entered into product categories, such as golf clubs, wedges, putters, golf gloves, golf gear, and golf wear. Since the dedicated golfer views each performance product category on its own merits, the company has approached each category on its own terms by committing the necessary resources to become a performance and quality leader in each product category where it participates. As a result, the company has built an industry-leading platform across all performance product categories, driving a market-differentiating mix of consumable products, which the company considers to be golf balls and golf gloves, which collectively represented nearly 40% of its net sales in 2024, and more durable products, which the company considers to be golf clubs, golf shoes, golf apparel, and golf gear, which collectively represented over 60% of its net sales in 2024.
The company operates under the following three reportable segments: Titleist golf equipment, which includes the previous Titleist golf balls and Titleist golf clubs reportable segments; FootJoy golf wear; and golf gear.
Growth Strategies
The company’s strategies are to introduce new products and extend market share leadership in core categories; increase penetration in golf gear and wear categories; and strategically pursue global growth.
Products
The company designs, manufactures, and markets a broad range of products under the Titleist, FootJoy, KJUS, and other brands. These brands are recognized as industry leaders in performance, quality, innovation, and design. The company’s products include golf balls, golf clubs, wedges, putters, golf shoes, golf gloves, golf gear, and golf and ski outerwear and apparel.
Titleist Golf Equipment
The company designs, manufactures, and sells a full line of performance-driven golf equipment under the Titleist, Vokey Design, and Scotty Cameron brands. The intention of the company’s golf equipment business is to design and develop the best performing golf balls and golf clubs in the world for dedicated golfers.
Golf Balls
The Titleist golf ball was founded with the purpose of designing and manufacturing a golf ball that was performance superior and quality superior to all other balls available in the market.
In early 2025, the company launched new Pro V1 and Pro V1x models with advancements in high gradient core technology to amplify the high flex casing layer, soft cast thermoset urethane cover, and advanced aerodynamics. The 2025 models offer improved performance where golfers consistently ask for more: more speed off the tee, more control with irons, more spin with wedges. All of this is accomplished for both models while maintaining their differences in flight, spin, and feel. Pro V1 offers the greatest combination of speed, spin, and feel in the game and is the best fit for most golfers. Pro V1 flies lower than Pro V1x with a more penetrating trajectory and has a softer feel. Pro V1x has a fast, high flight and delivers spin where and when a golfer wants it. Complementing Pro V1 and Pro V1x is Pro V1x Left Dash, which meets the performance needs of a select group of players seeking high flight with even lower long game spin than both Pro V1 and Pro V1x. Titleist Pro V1 and Pro V1x models remain the most trusted, best performing, and most consistent golf balls in the game. On the 2024 worldwide professional tours, Titleist golf balls accounted for 73% of all golf balls used, over seven times more than the nearest competitor.
In January 2024, the company launched new AVX, Tour Soft, and TruFeel golf balls. AVX complements the Pro V1 family, offering a lower flight, lower spin option with even softer feel. The 2024 AVX features improved high gradient core chemistry, a high flex casing layer, and a thicker, softer, urethane cover. The 2024 Tour Soft features its largest two-piece ionomer core, reformulated for more speed and scoring shot performance. The 2024 TruFeel features improved short game spin and control due to a thicker cover and reformulated core. The Titleist golf ball family is completed with the built-for-speed Velocity. All Titleist golf balls feature unique aerodynamic dimple patterns and industry leading quality standards.
The company also offers RCT models of its Pro V1, Pro V1x, Pro V1x Left Dash, and AVX golf balls. RCT stands for ‘Radar Capture Technology,’ a proprietary, patented technology that was validated in collaboration with a team of golf equipment fitting experts. In development for over two years, these products showcase the technological capabilities of the Titleist golf ball R&D and operations teams. The company’s RCT golf balls are engineered to deliver the most accurate golf ball data on indoor radar-based launch monitors and offer the exact same design, quality, and performance as their Pro V1, Pro V1x, Pro V1x Left Dash, and AVX counterparts.
The company is also a leader in custom imprinted golf balls. In 2025, the company expects to expand and increase the availability of Performance Alignment features on Pro V1 and Pro V1x to provide dedicated golfers with tour validated alignment designs. Custom imprint capabilities include printing high-quality reproductions of country club or resort logos, tournament logos, corporate logos, and personalization on Titleist and Pinnacle golf balls. The majority of custom imprinting is done for corporate logos, which reflects the longstanding connection between the business community and golf.
Complementing the Acushnet golf ball portfolio is PG Golf, the company’s recycled golf ball subsidiary. PG Golf recovers, processes, and resells used golf balls to retailers, green grass accounts, and direct to consumers via online sales.
Golf Clubs, Wedges, and Putters
The company designs, assembles, and sells golf clubs (drivers, fairways, hybrids, and irons) under the Titleist brand, wedges under the Vokey Design brand, and putters under the Scotty Cameron brand. Titleist golf clubs, Vokey Design wedges, and Scotty Cameron putters are widely used by both professional and competitive amateur players, which validates the products’ performance and quality excellence. The company is also committed to a leading club fitting and trial platform to maximize dedicated golfers’ performance experience.
The company’s golf clubs, wedges, and putters are generally priced at or above the premium price points in the marketplace, driven by the higher-end technologies (including design, materials, and processes) that the company uses to generate superior quality and performance. The company has different models within each category to address the distinct performance needs of its dedicated golfer target audience.
Titleist Clubs
The company’s global club line consists of the GT product line of drivers, fairways, and hybrids, and the T Series and 620 product lines of irons. Every product in the company’s club line features premium, tour-proven stock shafts and grips, complemented by a broad range of custom options.
Titleist GT drivers, fairways, and hybrids are designed to deliver superior performance through tour-proven technologies that increase ball speed, decrease spin, and optimize flight without sacrificing forgiveness. The company designs its drivers and fairways to deliver complete performance with tour-preferred looks, sound, and feel, and offers the ability to precisely fit individual golfers’ needs.
Titleist T Series irons are innovative, technologically advanced products designed to deliver distance, forgiveness, proper shot control, and feel. While the company offers stock set configurations for its iron sets, a significant portion of its worldwide iron sales are custom fit to help deliver a better fit and performance. Its 620 MB and CB irons are classic, fully forged blade type irons largely preferred by highly skilled golfers.
Vokey Design Wedges
Bob Vokey and his team of design and fitting experts create high-performance wedges to meet the demands of dedicated golfers and the best players in the world. The Vokey Design wedge product offering is a compilation of the most popular wedges resulting from the Vokey Team’s hands-on work with golf’s best players to develop shapes and soles that address varying techniques and course conditions. In total, the company offers 27 unique loft, sole grind, and bounce combinations, and four unique finishes to create golf’s most complete wedge product performance range. In addition, Vokey’s online Wedgeworks program promotes limited edition models and allows golfers to customize and personalize their wedges. Vokey Design wedges are the most played wedges by tour professionals.
Scotty Cameron Putters
Scotty Cameron Fine Milled Putters are developed through a specialized and iterative process that blends art and science to create high-performance putters. The design inspiration for the Scotty Cameron brand begins with studying the best players in the world and working with them to identify the consistent strengths and attributes of their putting. Scotty Cameron encourages a selection process that identifies the putter length, toe flow, and appearance to deliver proper balance, shaft flex, and feel to golfers, and to encourage proper technique. Scotty Cameron offers a range of putters for each of these key selection criteria.
Using the scottycameron.com website as an information and services hub, the company offers the opportunity to connect more closely with the Scotty Cameron brand. Golfers can customize and personalize their putter(s) in the online Scotty Cameron Custom Shop. Through the popular ‘Club Cameron’ loyalty program and the Scotty Cameron online ‘Studio Store,’ brand fans can purchase unique Scotty Cameron accessories. The company also operates the Scotty Cameron Gallery in Encinitas, California, a premium retail boutique that offers consumers the ability to experience its tour fitting process as well as purchase unique accessory items.
FootJoy
FootJoy is one of golf’s leading performance wearable brands, which consists collectively of golf shoes, gloves, outerwear, and apparel.
FootJoy Golf Shoes
With an exclusive focus on golf, FootJoy shoes are designed, developed, and manufactured for all golfers across multiple golf shoe categories, including modern classics, technical performance, casual, and athletic.
The golf shoe category is one of the most demanding of all wearables. Golf shoes must perform in all weather conditions, including extreme temperature and moisture exposure, be resistant to pesticides and fungicides, withstand frequent usage and extensive rounds of play, and provide consistent comfort, support, and protection to the golfer for over five miles in an average walked round. Golf shoes therefore require extensive knowledge and expertise in foot morphology, walking and swing biomechanics, material science and application, and sophisticated manufacturing and construction techniques.
Golf shoes are also a style and fashion-driven category. FootJoy offers a large assortment of styles to suit the needs and tastes of all golfers. The breadth and scope of the FootJoy product line is commensurate with its leading sales position. To maintain and grow FootJoy’s leadership position in the category, new product launches and new styles comprise approximately 50% of its golf shoe offerings each year in all significant markets around the world.
In addition to the company’s stock offerings, FootJoy is a leader in the customization of golf shoe styles and designs. FootJoy’s MyJoys custom golf shoe microsite offers individual choices for style, color, personal IDs, and team logos on made-to-order products for golfers around the world.
FootJoy Gloves
FootJoy is the leader in sales for all sub-categories of the glove business, including leather construction, synthetic, leather/synthetic combinations, and all specialty gloves, including rain and winter specific offerings.
FootJoy Outerwear and Apparel
FootJoy is a leader in the golf outerwear and men’s and women’s golf apparel markets. FootJoy’s goal for outerwear is to ‘make every day playable’ and extend the golf season by providing products for rain, wind, and cold conditions. FootJoy has been the leader in net sales of golf outerwear in the United States since 2005. FootJoy also offers a full line of performance golf apparel and is one of the leading brands in the U.S., Europe, Korea, and other major markets worldwide.
Golf Gear
The company designs, manufactures, and sells a range of premium, performance, and luxury golf gear products, including golf bags, headwear, gloves, and accessories under the Titleist brand; golf travel bags, luggage, and other travel products under the Club Glove brand; and luxury leather golf goods under the Links & Kings brand. All products are designed and engineered using premium materials, with a focus on delivering quality and performance excellence with function and style. The company seeks to provide and continually evolve its customization and personalization opportunities across its product portfolio to meet the needs of dedicated golfers.
Titleist Gear
Titleist gear consists of golf bags, headwear, gloves, travel gear, and accessories.
Golf Bags: Titleist golf bags are used on professional tours around the world and relied upon by players globally. The company offers a range of Titleist golf bag models across price points with designs ranging from those to be carried to those designed for golf carts, each with an array of functional differences and a variety of materials and colors.
Golf Headwear: Titleist golf headwear provides both function and fashion appeal across a multitude of models providing rain and sun protection, as well as trend designs for dedicated golfers. The company has established key product franchises in its headwear assortment with a variety of functions for both men and women.
Golf Gloves: Titleist golf gloves are trusted by dedicated golfers and tour professionals worldwide. The company’s product lineup features premium cabretta leather and performance-driven synthetic and blended options for both men and women.
Club Glove
Trusted by the world’s best, Club Glove is an industry leader specializing in premium golf travel products that are built to withstand the rigors of golf travel. Driven to service dedicated golfers at all levels, Club Glove provides best-in-class products within the golf travel bag, luggage, backpack, and duffle categories, and its patented travel gear has long been recognized among the industry’s most reliable products. The company seeks to continually evolve through product innovation, driven by dedicated golfer insights.
Links & Kings
Links & Kings offers a range of distinguished and refined luxury leather products, including golf club head covers, belts, duffles, briefcases, messengers, yardage and scorecard holders, as well as other golf, business, and lifestyle products. Links & Kings is driven to use the finest materials to craft special products with meticulous detail while ensuring the highest quality.
Other
KJUS
KJUS is a manufacturer of premium performance ski, golf, and lifestyle apparel. The KJUS brand was born from an uncompromising commitment to performance, following brand namesake Lasse Kjus’s historic feat at the 1999 World Ski Championships, where he medaled in each of the Championships’ five disciplines. KJUS was founded with an intention to make the finest and most technologically advanced skiwear and the belief that cutting edge innovation could lead to improved performance. KJUS has today grown to be a leader in premium technical performance skiwear. Building upon this reputation, KJUS entered the golf outerwear and lifestyle apparel markets with a focus on freedom of movement, temperature regulation, and all-weather protection to enhance performance. As a result, KJUS has achieved an enthusiastic following with performance-minded golfers and a premium positioning at many leading golf shops.
Sales and Distribution
The company’s accounts consist of premium golf shops, which include on-course golf shops and golf specialty retailers, as well as other qualified retailers that sell golf products to consumers worldwide. The company has a selective sales and distribution strategy, differentiated by product line and geography, which focuses on effectively serving those accounts that provide best access to its dedicated golfer target market in each geographic market.
The company operates, and has its own field sales representation, in those countries that represent the substantial majority of golf equipment and wearable sales, including the United States, Japan, Korea, the United Kingdom, Canada, Germany, Sweden, France, Greater China, Australia, New Zealand, Thailand, Singapore, Malaysia, and Switzerland. Exclusive Titleist and FootJoy brand retail stores have been established within key Asia Pacific markets to elevate brand experiences, presence, and product presentation for dedicated golfers. Primarily focused on Titleist and FootJoy apparel collections unique to Korea, Japan, and mainland China, these upscale brand and product showcase locations capture the undivided attention of dedicated Titleist and FootJoy brand fans, as well as provide for expanded education, selection, and fitting experiences. In other countries in which the company sells its products, it relies on select distributors to deepen its reach into those markets.
The company’s sales and distribution follows a ‘category management’ approach that encompasses all aspects of customer service and fulfillment, including product selection, space and display planning, sales staff training, and inventory control and replenishment. Each sales representative advises on topics, such as shop layout, merchandise display techniques, and effective use of signage and product information and methods of improving inventory turns and sales conversions through merchandising. The company’s sales force has been recognized worldwide for its professionalism and service excellence.
The company services over 27,000 direct accounts worldwide. In both the company’s direct sales and distributor markets, its trade partners are subject to its redistribution policy.
Supplementing the company’s core field sales partnerships are Internet-based initiatives and eCommerce websites. Titleist, FootJoy, KJUS, Links & Kings, Club Glove, and PG Golf have established eCommerce websites accessible around the globe, and the company plans to further expand eCommerce initiatives in the coming years. The eCommerce initiative is expected to yield incremental sales and profitability, and enriched data on golfers’ preferences and trends, as well as to foster deeper and more real-time connections with dedicated golfers.
Marketing
Throughout the company’s history, its commitment to marketing has helped further elevate its brands and strengthen its reputation for product performance and quality, with a particular focus on the perception of dedicated golfers. The company’s strategy is to deliver equipment that is superior in performance and quality, validated by the pyramid of influence. It is best-in-class performance and quality products that earn and maintain dedicated golfers’ loyalty and trust. The company’s marketing strategy, developed and refined over many years, is to reinforce this loyalty and trust, driving connectivity with its brands.
Seasonality
Weather conditions in most parts of the world, including the company’s primary geographic markets, generally restrict golf from being played year-round, with many of its on-course customers closed during the cold weather months. In general, during the first quarter, the company begins selling its products into the golf retail channel for the new golf season. This initial sell-in generally continues into the second quarter. The company’s second-quarter sales are significantly affected by the amount of sell-through, in particular the amount of higher value discretionary purchases made by customers, which drives the level of reorders of the products sold during the first quarter. The company’s third-quarter sales are generally dependent on reorder business, and are generally lower than the second quarter, as many retailers begin decreasing their inventory levels in anticipation of the end of the golf season. The company’s fourth-quarter sales are generally lower than other quarters due to the end of the golf season in many of its key markets. This seasonality affects sales in each of its reportable segments differently. In general, however, due to seasonality, a larger portion of its sales and profitability generally occurs during the first half of the year (year ended December 31, 2024).
Research and Product Development
For the year ended December 31, 2024, the company invested $67.8 million in research and development.
Patents, Trademarks, and Licenses
The company has over 830 active U.S. utility patents in golf balls, nearly 750 active U.S. patents in golf clubs, wedges, and putters, and over 180 U.S. patents in golf shoes and gloves. In 2024, the company filed more than 270 U.S. patent applications and over 425 worldwide.
The company owns or licenses a large portfolio of trademarks, including, but not limited to, Titleist, Pro V1, Pro V1x, ProV1x Left Dash, AVX, Pinnacle, GT, TSR, T Series, CNCPT, Vokey Design, Scotty Cameron, Studio Style, Phantom, the Circle T Design, Scotty Dog logo, FootJoy, FJ, DryJoys, HyperFlex, StaSof, ProDry, MyJoys, MyTPI, TPI, Titleist Performance Institute, Links & Kings, Linkslegend, Club Glove and KJUS.
Competition
FootJoy’s significant worldwide competitors in golf shoes include Nike, Adidas, and Ecco. FootJoy’s and Titleist’s primary worldwide competitors in golf gloves include Topgolf Callaway Brands (Callaway), Nike, TaylorMade, Adidas, and a significant number of smaller companies with regional offerings and specialized golf glove products. In the golf apparel category, FootJoy has numerous competitors in each geographical market, including Nike, Adidas, Peter Millar, GFore, and Under Armour.
The company also competes against Karsten Manufacturing Corporation (Ping), SRI Sports Limited, and Bridgestone.
History
The company was founded in 1910. It was incorporated in Delaware in 2011. The company was formerly known as Alexandria Holdings Corp. and changed its name to Acushnet Holdings Corp. in 2016.
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