Golf never runs short on drama, storylines, and surprises—and the past few weeks have given us plenty to talk about. From another rollercoaster Ryder Cup that almost turned epic, to Rory McIlroy’s unexpected outburst, to Tommy Fleetwood’s rise into the spotlight, the golf world has been buzzing. Add in some exciting news from the equipment side—like the debut of “AI Oscar” and Tour Edge stepping into the golf ball game—plus our own Austad’s tradition with the 98th Boondoggle, and there’s a lot happening both on and off the course. Here are the highlights we’re talking about this month.
3 THINGS WE'RE TALKING ABOUT
1. An Almost Epic Ryder Cup
The American's continue their streak of poor showings in the Ryder Cup now having lost 9 or the past 12 Cups to team Europe. It appears to mean more to the boys overseas than it does the red, white and blue. Nothing went right for the American's Friday/Saturday which set up a nearly impossible challenge on Sunday. It is interesting to think what could have been if Russell Henley drops the match putt on either 17 or 18. The final 3 European groups would have felt unimaginable pressure. Those Euros ought to buy Shane Lowry a Guinness for his clutch birdie on 18.
2. I'm Disappointed in Rory...
Rory started the week with a thought provoking take on the American dream which endeared him even more to his US fans. He ended the week by shouting expletives at the rowdy New York crowd. To be sure the fans were out of line in their jeers directed at the Euros and their families. However that is why there is security. Get them tossed out and move on. Rory now has a public record on video that I'm sure would make his daughter cringe. We can all do better. I'd vote to ban cell phones (like The Masters) to eliminate perceived "viral moments."
3. Fleetwood Rising
What a month for Tommy Fleetwood! He gets the monkey off his back winning his first Tour event, in doing so he wins the Fedex Cup and then dominates his Ryder Cup matches going 4-1-0. Fleetwood has overnight become a fan favorite who overcame heartbreak after heart break to a champion! We are seeing Tommy's impact firsthand in the sales of his putter (the Taylormade Spider Tour Black) which has flown off the shelves over this past month. We all want to be like Tommy right now.
2 THINGS YOU NEED TO KNOW
1. Meet Ai Oscar
Our founder, my grandfather Oscar would talk of "bending over backwards for the customer to make them a friend for life." While my grandfather is no longer with us, that legacy still holds true for all of us at Austad's. To that end, we're introducing AI Oscar on www.austads.com to better serve all of you.
AI doesn't replace the depth of knowledge/experience our certified fitters have, but he is an excellent and quick source of information you continually seek to improve your game and have more fun on the course. Try him out!
2. Tour Edge Enters the Golf Ball Business
You all know Tour Edge, a Midwest family golf manufacturer known to create cutting edge product at value oriented prices (if you haven't swung an Exotics club, what are you waiting for?). Tour Edge will release it's first golf ball in 2026. My staff and I have had a chance demo these balls over a couple day golf event. We all came away extremely impressed with the feel, quality and performance. We think you'll like the price as well. More to come...
1 MISSION MOMENT
Austad's 98th Boondoggle
At the end of each season the Austad's crew and our key vendors escape to Okoboji, IA for a 2-day Ryder Cup event. This long-standing tradition allows us to celebrate another great season helping golfers like you play your best and have more fun. Additionally, we are able to forge bonds with our colleagues and vendors in a setting most conducive to relationship building - the golf course!
This year team Dave squeaked out a rare win against team Ryan. We are blessed to work in an amazing industry with truly remarkable people. Can't wait for Boondoggle #99!
Signing off for this month,
Ryan Austad
