Autumn in Wisconsin is a magical time. The humidity of summer has given way to cool mornings and blue skies over the green fairways and the shaggy hills of the golf mecca that is Sand Valley.
In the essays of Sand County Almanac, Aldo Leopold spoke about seeing (and hearing) geese as they crossed the sky during the migration of early autumn. I joined over 100 golfers from all over the United States and as far as Japan for a migration of our own to the 10th annual Team Titleist gathering. I journeyed to Sand Valley to be amongst this enthusiastic circle of unwavering Titleist faithful. Together we walked the sandy hills, heard the lore and bonded over a shared love of golf. We rejoiced in the challenges of Coore Crenshaw’s Sand Valley, navigated the roller coaster of Tom Doak's Sedge Valley, and delighted in the fun of David McLay Kidd’s Mammoth Dunes. We came together to toast a decade of Team Titleist and revel in the annual gathering of true believers.
Team Titleist was born a decade ago with the intention of giving fans of the brand a virtual communal place to gather, and, critically, to play golf together in real life. What started as a loose idea and a first event at Pinehurst in 2016, with 72 attendees, has grown into a decade of events with over 1,000 participants.
This was my first time among the collective, and it was inspiring to see not only the obsessive love of Titleist but also the passion for golf. Of course, everyone wanted to hit fairways, make putts, and play their best, but more critically, all were focused on enjoying their time together with like-minded people. It begs the question, isn’t that really the point?
Walking down the 6th fairway at Sand Valley, I had a chance to talk to PGA Professional Joe Plecker, who’s an expert in the use of ground force in golf and an incredible instructor. Joe is a well-kempt man with a calm demeanor. He operates at a deliberate and confident pace. He gives the impression of someone comfortable telling powerful people what to do. Joe spoke about his approach to golf and how he takes complex concepts and translates them as simply as possible. His clarity and unique perspective were on full display later at a roundtable gathering with the entire group on the first tee of Sedge Valley. Joe plucked one unsuspecting member of Team Titleist (a civilian who happens to be a skilled player) to work on some concepts while he hit drivers into the first fairway. I was nervous for the man hitting drivers in front of the group, but also impressed by Joe's high-level ideas, which were translating quickly. I couldn’t help but think about how cool it was to be a part of this Team Titleist gathering. It was like going to golf camp at one of the best golf resorts in America. How did we get so lucky?
Joe Plecker conducting a round table on the first tee of Sedge Valley.
At its core, Team Titleist is a community of engaged golfers who rally around a shared love and connection with a brand they love. LEGO has Brickworld and Warren Buffett has Woodstock for Capitalists. Still, a Team Titleist event lands somewhere between a buddy’s golf trip with a twinge of what I imagine Rafa Nadal’s tennis academy in Mallorca could be like. (Only we have significantly less V02 max capabilities.) Many attendees return each year, and a handful have attended every event over the past decade. It's easy to see why this is something worth coming back to.
On the final day of the event, we were paired up for golf with Hironori Marui. Hironori san traveled all the way from Japan to join his third Team Titleist event. He spoke of his love for all things Titleist and loved coming to the gatherings to get a chance to play golf with interesting people and do it alongside a brand he loves. We talked Hironori san into playing a game of Sunningdale with our group. When the game ended on 17, we shook hands and I couldn’t help but appreciate how friendly competition can bond perfect strangers. I felt like I had known him for years. It served as a reaffirmation of my decision to pursue an interest in golf when I did way back when.
Reflecting on this Team Titleist affair, it strikes me as rare to see a company engage with its biggest fans in this way. To build a program specifically for those with the strongest affinity inside the ropes with their favorite brand. It’s something unique that stands out for Titleist. Between access to the Titleist Performance Institute and events with senior executives, the brand allows for a human connection that goes beyond spin rate and GIR (although we care deeply about those things). It’s no wonder people make the long pilgrimage to wherever Team Titleist goes next.
Photos by Omar Rawlings
