Breakfast Balls is back — and there’s a lot brewing in the golf world. From LIV rumors starting to swirl, to a full-blown technology takeover at the PGA Show, to what might be the fastest year ever for driver performance, the game is changing in real time. We’re breaking down what it all means, why indoor golf is fueling a buying boom, and a few things you’ll want on your radar before your next round… or your next fitting. Grab your coffee — let’s tee it up. ☕🏌️♂️
3 THINGS WE'RE TALKING ABOUT
1. Brooks is Back. Reed Could Follow… Who’s Next?
Brooks Koepka showing up again? Patrick Reed potentially on deck? And Bryson DeChambeau sounding… noncommittal once his LIV contract runs out in 2026?
Interesting.
It’s starting to feel like the honeymoon phase of the LIV experiment may be fading. Big contracts, big headlines — but fewer players sounding fully locked in long-term. Is this the beginning of a slow migration back? Or at least a reshuffling?
We’re not calling it yet… but the tea leaves are definitely rustling. 👀
2. PGA Show Takeaways: Launch Monitor Heaven
If you walked the PGA Show floor this year, one thing was crystal clear: Technology isn’t just part of golf anymore — it is golf.
Launch monitors everywhere. And more importantly, how they’re being integrated:
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Third-party software becoming the norm
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Putting tech like PuttView paired with Foresight
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More data, more visuals, more ways to understand your game
The future isn’t just about measuring — it’s about connecting the dots between ball flight, feel, and performance. For golfers? That’s a big win.
3. The Indoor Golf Revolution = More Club Sales (Here’s Why)
Indoor golf isn’t just keeping swings alive in winter — it’s changing how people buy equipment. Why?
Because everyone knows their numbers now:
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Smash factor
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Ball speed
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Spin
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Launch
When golfers can see the numeric difference between their current club and something new, the value becomes obvious.
At Austad’s, club sales were up double digits, and January didn’t slow down — it expanded. Data is power, and it’s making the game more transparent than ever. When golfers understand why something works, they’re far more confident pulling the trigger.
📌 2 Things You Need to Know
1. Tour Edge Just Dropped Their First Golf Ball
Yes — that Tour Edge. The brand known for high-quality, innovative equipment at a great value has officially entered the golf ball game. And no surprise here: they’re coming in strong on performance per dollar.
If you’re looking for a solid, dependable ball without the premium price tag, this one’s absolutely worth a test drive.
2. Early Fitting Results = A Year of Speed
If early fitting bay data is any indication, 2026 is shaping up to be a speed year in the driver category. We’re seeing ball speed gains across the board when compared to last year’s models. That means:
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More competition
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And fitting becoming even more important
With gains available from multiple brands, the winner won’t be the logo — it’ll be the fit.
👉 Book your fitting and make sure you’re not leaving speed (or forgiveness) on the table.
❤️ Mission Moment
We received this note from a customer in our Omaha market, and honestly — this is the stuff that fires us up:
“I always see Matt, and he’s the man. This is no less than my 10th fitting with him. Every time is exceptional, and every time leads to a purchase at one point or another — unless there is nothing to benefit me at that moment, and the transparency of that means everything. I buy when I’m told there is a gain, I don’t when there isn’t. That’s what every fitter should aspire to.”
That’s our mission in action.
We’re not here to sell clubs — we’re here to help golfers play better and have more fun. Sometimes that means buying. Sometimes it means waiting. Either way, honesty always wins.
Thanks for reading Breakfast Balls. Now go hit something on the screws — even if it’s into a screen.
- Ryan Austad
