In the gear world, we talk a lot about “disruption.” Usually, that’s just marketing-speak for a new paint job or a slightly thinner face. But every once in a while, something comes around that sounds crazy on its face but ends up really surprising you when you actually test the product. I can think of two off the top of my head, PXG and LAB Golf. I heard the story, had my early opinions, proceeded to test said product and was thoroughly impressed. Now both companies have seen success, grown, evolved and are as much a part of the industry as anything else.
Enter The Underground
If you haven’t heard the whispers yet, don’t feel bad. That’s by design. While the rest of the industry is shouting from the rooftops of retail stores, The Underground is operating in the shadows — and that’s exactly why the gear junkies, devout club players and, yes, Tour pros are starting to get excited.
I caught up with the minds behind the movement: Hollywood icon and certified stick Mark Wahlberg, industry veteran Garry Singer and retail titan/philanthropist Doug Meijer. They aren’t just trying to sell you a golf ball; they’re trying to change the way you think about what’s in your bag…and how you get it.
The ethos of the “un-retail” ball
For Mark Wahlberg, it wasn’t about anything grandiose — it was about the making zero compromises. Mark lives the game, and for him, The Underground isn’t for everyone, and that’s the point.
“It’s a unique and exclusive club for golfers who want the best, like being different, and are committed to using the best products they can get.” It’s funny when I think of anything Mark Wahlberg participates in it harkens back to a brilliant quote he delivered in the movie Deep Water Horizon (“Hope, is not a strategy”) that actually applies here. It’s the idea that best intentions and a good idea won’t get you all the way home. You not only need to have the conviction and belief in the idea, but, ultimately, you gotta have a product that ain’t afraid of a fight. No one involved here needs this to work; they believe in it and know it works. And it’s not just these boys: a collection of athletes, entertainers, etc., are getting into this as well. Some may roll their eyes at the idea of all that but, again, Wahlberg, Meijer and Singer aren’t speaking to the masses here. Just that golfer that loves this kinda stuff. They exist, trust me, I know a bunch of them.
That “different” factor is huge. In a world where every foursome is playing the same three balls, there’s a psychological edge to teeing up something that the guy in the cart next to you literally cannot buy.
Tour Validation: Sergio and Stenson
It’s one thing for a celebrity to back a ball; it’s another for a major champion to put his career on the line with it. The Underground has already achieved what most startup brands never do: actual, week-in, week-out Tour validation.
Both Sergio Garcia and Henrik Stenson have moved away from the lifelong mainstream equipment contracts to create opportunities like this. Neither one is paid but they’ve invested in the platform, and it gives both the ability to make prompt tweaks on the fly which ain’t that easy in the mainstream.
For the record they both play the “club” ball currently… yes, the one the rest of the members play. BUT if they wanted something else, its’ a way easier activation due to the size of the company. Think of these pivots as turning a speed boat around vs. an aircraft carrier. Make sense?
For Sergio — one of the greatest drivers and ball-strikers of his generation — the switch wasn’t about a check. It was about finding a ball that reacted precisely how he wanted it to through the wind.
Garry Singer, who has spent decades obsessed with ball chemistry (he started CLEAR Golf a few years back), sees this as the ultimate competitive advantage. For him, the goal isn’t “sales volume” — it’s “performance volume and pivoting at will.”
“It’s an exclusive club for golfers who know, appreciate,and strive to use a product that performs at a Tour-player level,” Singer explained.
The society of the fairway
Doug Meijer looks at the landscape and sees a lot of golfers following the leader. He sees The Underground as a refuge for the person who values precision over popularity.
“I would define The Underground as a society of golfers who do not follow the crowd,” Meijer says. “People like to feel special in just about all their endeavors; The Underground gives them a chance to do that in golf. They can play an ultra-high precision product that is quite unique.”
But let’s talk about the gatekeeping — because there is some. You don’t just walk into a big-box store and grab a dozen. Membership is by invitation only. If you’re lucky enough to get the call, the buy-in is $2,800. That covers your first 12 dozen balls and a haul of exclusive merch that makes it clear you’re part of the inner circle. It’s a steep price tag, but it’s a filter. It’s for the player who spends $400 on a round (or is a member at a private club) and doesn’t want their gear to be the weak link. There’s something about having that thing that not everyone can get, I always found it interesting with “Tour Issue” gear. Whether it was right for everyone didn’t really matter, it was the “hard to get” thing that made it fun.
The hidden advantage: No red tape
As a gear guy, this is the part that gets me fired up. Usually, when a designer says, “I want to try this material,” the accountants say, “That’ll add $4 to the cost of the box, we can’t do it.”
At The Underground, the accountants don’t have a seat at the table.
“With regard to our advantage on the ball development and production side: We have no cost restrictions, no investor pressure and an incredibly deep team that possesses many, many years of experience,” Meijer added. “We have one simple goal: to create the best golf ball we can.”
Think about that for a second. Imagine a R&D team with infinite runway and zero pressure to “ship by spring.” That’s a fun way to get breakthroughs. That’s how you get a ball that feels softer, with speed and that stays in the air longer.
My testing:
It’s a really good ball. Period. End of story. Is it for me? No. It doesn’t spin enough, but it’s really fast, feels amazing off the face, launches high and gives the player all the green side control you would want.
Here was a snap shot of the 7-iron shots I hit on Trackman.
30 Shot Average using a Cobra 3DP Tour iron, 32 loft, Nippon 120X shaft:
Chrome Tour X
Ball Speed 122.8 (Max speed 125.2)
Spin: 6497 RPM
Peak Height: 109 Feet
Decent: 48.2
The Underground
Ball Speed 123.1 (Max speed 126.4)
Spin: 5679 RPM
Peak Height: 118 Feet
Decent: 49.3
If I were to compare it to other balls, I’d say Callaway Triple Diamond or Titleist Left Dash would be just that. Is this one better than those? That’s up to the player honestly, but what I will call out is the feel of this ball. It has that HEAVY hit feeling off the face that I find quite attractive. I’d really love to see what a spinner ball from the Underground looks like. That would really pique my interest.
The verdict: Is it for you?
Look, most golfers are fine with what’s on the shelf at the local big-box store. And that’s okay. But there’s a subset of golfers — the ones with the means to participate and aren’t necessarily concerned what the rest of the world is doing. They want something unique, exclusive, something that piques curiosity. That’s what this Underground platform really nails on in my opinion.
I honestly think this idea has some legs, but will it take over the world? No. And that’s not what they are trying to do. This is for the that player that wants “the best”, loves the word exclusive and has the dough to make it a reality. I love that actually. This player does exist, there’s a bunch of them and The Underground is speaking to them.
This should get fun I reckon.
;)
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