Golf Pride

Corporate Headquarters: Pinehurst, North Carolina

Website: http://www.golfpride.com

Category: Equipment

LEADERSHIP

James Ledford, President

Andy Erickson, Director of Global Product Innovation

Eric Gibson, Chief Commercial & Marketing Officer

Bill Auvil, Global Head of Sales

Bruce Miller, Retail Product Manager

Company Overview

Golf Pride, a division of EATON, has been a global leader in golf grip innovation and technology for over 75 years since its founding in 1949 by inventor Thomas L. Fawick. Now, as the world’s largest manufacturer of golf grips, with sales and distribution facilities on six continents, Golf Pride is consistently identified as the number one choice of golf grips among recreational golfers, Tour players, and club manufacturers alike.

The company’s influence within the golf industry is profound, with more than 80% of Tour professionals choosing to use Golf Pride grips in competition – notably, without being paid to do so. Top manufacturers including Callaway, PING, TaylorMade, and Titleist all opt to use Golf Pride in their standard offerings. Ledford estimates 5-to-6 million golfers annually use Golf Pride grips.

“When I started, we saw ourselves primarily as a supplier of grips to club makers. Today, we see ourselves as a performance equipment brand in our own right. Our responsibility is to inspire golfers around the world creating confidence every time they grip a club and get ready for a shot,” says Ledford, who joined Golf Pride as President in 2012 after successful executive stints at Callaway Golf and Starbucks Coffee Co.

Business Innovation

Operating from its state-of-the-art Global Innovation Center (GIC) in Pinehurst, NC, Golf Pride continues to lead in grip innovation. The facility features a Retail Lab offering tour-like grip selection and installation services, a design studio for new concepts, and a rapid prototyping lab that has dramatically reduced the time from concept to product testing.

Recent innovations include:

• The 2024 introduction of a new putter grip featuring Reverse Taper Technology, engineered to optimize both hands during the putting stroke
• ALIGN technology for consistent hand placement
• The CP2 line with Control Core technology
• The CPX line designed for soft grip feel without sacrificing performance

Social Impact

In 2024, Golf Pride partnered with Stephen Curry’s UNDERRATED Golf brand on a limited-edition grip kit, demonstrating their commitment to making golf more accessible to young athletes in often overlooked communities. The partnership, initiated in 2023, includes funding for college scholarships and internships for UNDERRATED Golf athletes.

Additionally, in 2023, the company launched a women’s equity platform designed to increase visibility of female golfers by highlighting their stories and contributions to the game.

“Golf Pride is committed to actively investing in initiatives that ensure the future of our sport is strong and will make golf more accessible and inclusive to larger, more diverse audiences,” says Ledford.

KEY TAKEAWAYS

Golf Pride’s transformation from a component manufacturer to a performance equipment brand has been driven by continuous innovation and investment in research and development. The company’s Global Innovation Center in Pinehurst represents a significant step in modernizing the grip category, while initiatives like the UNDERRATED Golf partnership demonstrate a commitment to growing the game through increased accessibility and diversity.

The company’s dominance in the professional ranks – with over 80% of Tour professionals choosing their grips without sponsorship agreements – remains one of the strongest endorsements in golf equipment.