Golf equipment is already a multibillion-dollar market. AI could be about to supercharge it
Golf Equipment Market Surpasses $20.9 Billion as AI Integration Accelerates
Golf equipment is already a multibillion – Golf is undergoing a significant transformation, with its popularity surging in recent years. The sport’s global appeal has grown dramatically, particularly following the pandemic, which spurred a renewed interest in outdoor activities. In 2025, participation numbers reached an all-time high, with over 160 million individuals worldwide engaging in some form of golf. This marks a nearly 50% increase from 2023, signaling a sustained upward trend. In the United States alone, the number of participants is expected to surpass 50 million by 2026. This expansion has been driven by innovations such as driving ranges like Topgolf and virtual indoor simulators, which have introduced a new wave of casual players to the sport. These advancements have not only broadened access but also created a surge in demand for cutting-edge golf gadgets, including AI-powered tools.
A New Era of Golf Technology
The integration of artificial intelligence into golf equipment is poised to redefine the industry. According to Mordor Intelligence, the global golf equipment market grew to an estimated $20.9 billion in 2026 and is projected to reach $26.7 billion by 2031. This growth is attributed to the increasing adoption of AI-driven technologies, which are revolutionizing everything from club manufacturing to on-course assistance. One standout example is Botronics, a Belgian startup that has developed an autonomous golf trolley designed to function as a digital caddie. This trolley, called the iXi, combines advanced sensors and machine learning to offer real-time guidance to players.
The iXi trolley is equipped with two cameras and GPS systems preloaded with maps of more than 40,000 courses, enabling it to navigate independently. Users can interact with the device through hand gestures or voice commands, making it a seamless addition to their game. For instance, if a player removes a putter from the mounted bag, the trolley’s AI camera detects the action and automatically begins moving toward the next tee, anticipating the need for a new setup. Additionally, the trolley features a screen that records and analyzes each swing, providing frame-by-frame feedback to help users refine their technique. The footage can be shared with coaches via a companion app, offering insights into swing mechanics and shot accuracy.
“Think of it as a computer with wheels around it, which not only is programmed to do amazing things but will also keep on evolving,” said Laetitia Fraikin, Botronics’ chief revenue officer, in a recent interview with CNN. She emphasized the trolley’s ability to adapt to user needs, acting as a multifunctional assistant. “What is a caddy?” Fraikin asked. “It’s someone who is in the right place at the right time, someone who looks at what you do and gives you advice, someone who basically gives you everything that you need so you can get the most out of your game, so you can perform better, so you make better decisions.” This sentiment reflects the broader shift in how technology is being leveraged to enhance performance, making once-expert-level tools accessible to all players.
From Prototype to Market: A Timeline of Innovation
The iXi trolley has been in development since 2021, with its initial release delayed until the summer of 2026. However, as of now, the product is in the advanced prototype phase, with testing underway among golfers. Fraikin mentioned that the trolley is expected to begin shipping in June 2027 after undergoing final evaluations. Its retail price is set at $5,385, but early adopters were offered discounts during a crowdfunding campaign that raised approximately $1 million. The campaign saw a remarkable response, with around 125 units preordered within the first 10 minutes of launch, highlighting strong consumer interest in AI-integrated solutions.
Fraikin believes this demand is a result of the growing convergence between technology-savvy golfers and traditional enthusiasts. “There’s a group of people who are saying, ‘Listen, I don’t really want to understand what happens (with the technology), I just want to be able to 100% focus on my game,’” she explained. This mindset underscores the appeal of AI as a silent partner, handling technicalities while players concentrate on performance. The trolley’s design exemplifies this philosophy, offering a blend of convenience and precision that mirrors the role of human caddies in the past.
AI in Golf: Beyond the Trolley
The adoption of AI in golf is not limited to trolleys. Major equipment manufacturers are also integrating smart technologies into their products. Callaway, a leading name in the industry, has been using machine learning since 2019 to refine club designs. Its Ai Smoke Irons, for example, were developed using an AI model trained on thousands of swing data sets, allowing for precise adjustments to optimize performance. Similarly, Wilson has launched its Fit AI mobile app, which assists club-fitting staff in the U.S. by analyzing ball trajectories and swing metrics. Clients use a launch monitor to generate real-time data, which is then processed by an algorithm to recommend the most suitable clubs for their game.
These innovations demonstrate how AI is being used to personalize equipment and improve training efficiency. The technology’s ability to process vast amounts of data quickly has made it a valuable asset for both professionals and amateurs. For instance, the Fit AI app enables store staff to offer tailored advice without requiring extensive manual analysis. This shift is part of a larger trend where AI is becoming an integral part of the golfing experience, from practice sessions to tournament play.
PGA Tour’s AI Revolution
The PGA Tour has also embraced AI as a tool for performance analysis and strategy development. Players use wearable devices and smart sensors to track their movements, while algorithms process this information to identify patterns and suggest improvements. Additionally, AI is being employed to simulate course conditions, helping athletes prepare for tournaments with greater accuracy. The integration of these technologies has not only enhanced training but also provided a competitive edge, allowing golfers to make data-driven decisions during matches.
DeChambeau, known for his tech-driven approach, has taken this trend a step further. In April, he led an investment group in acquiring Sportsbox AI, a company renowned for its 3D Golf app. This app creates motion-capture avatars of players, enabling them to receive feedback on their swings and identify areas for improvement. DeChambeau, who has earned the nickname “The Scientist” for his innovative spirit, recently revealed that he used Google’s AI assistant, Gemini, to solve specific challenges during his preparation for upcoming events. His actions highlight the growing reliance on AI among top-tier athletes, as they seek to maximize their potential through digital tools.
Looking Ahead: The Future of AI in Golf
As AI continues to evolve, its applications in golf are expected to expand. The current wave of innovation is just the beginning, with future advancements likely to include predictive analytics, real-time coaching, and even personalized training programs. The success of products like the iXi trolley and Fit AI app suggests that the market is primed for further growth, with AI-driven solutions becoming more sophisticated and user-friendly. With over 160 million global players and a projected market value of $26.7 billion by 2031, the golf industry is in a unique position to benefit from the rapid development of artificial intelligence.
“The sport has been an early adopter of AI,” Fraikin noted, emphasizing the industry’s readiness to embrace new technologies. This forward-thinking attitude has created a fertile ground for startups and established brands alike to innovate. As AI becomes more embedded in the daily routines of golfers, from the fairway to the clubhouse, it is set to transform the sport into a more data-centric and efficient discipline. The iXi trolley’s journey from concept to market serves as a testament to the potential of AI in golf, offering a glimpse into a future where technology and tradition coexist in harmony.