Golf Pride

A grip is the one part of a golf club a player touches on every swing, and its value is hard to convey from a shelf, because so much of it lives in how it feels in your hands. Golf Pride has led that category for 70 years.

Its headquarters in Pinehurst, North Carolina needed two rooms that could put that feeling back in a visitor's hands: a Retail Lab where pros and guests feel the difference between grips through an actual swing, and a Performance Lab where a fitting gets down to the science of how a hand meets a club.

We designed and built both labs from concept through installation. In the Retail Lab, grips display on laser-cut white metal columns drawn from Golf Pride's own grip texture, and the fitting runs the length of the room, from an iPad hand-scan to a live-edge tech bar where clubs get regripped on the spot to a putting green that tests the result at eighteen feet. The grip walls redress with magnetic graphics for a product launch or tournament week, so the space keeps pace with Golf Pride's calendar.

The Performance Lab sits behind it as the quieter, darker fitting studio, built around the line Golf Pride states on the wall: performance is in your hands. A check-in wall scans a golfer's hands on a touchscreen, mobile tech tables carry the full grip range with clubs stored in the drawers below, and the hitting bay puts them on real turf in front of Pinehurst No. 2 with a Trackman reading every number. On the elevated putting green, a Quintic camera turns a single stroke into data.