GB Research & Editorial
We research where golf culture is going.
The findings go into 2 annual publications and feed GB Projects, our work with brands, courses, operators and investors. Research runs on GolfBranding’s terms alone, which is what makes it worth citing.PUBLICATIONS
The 2027 Golf Culture Trend Report
Out in December 2026. 11 field trips in 2026, from Paris and the Scottish links to Tokyo and Reykjavik, distilled into where golf culture is heading next year.The Big Golf Brand Study
Out in spring 2027. How golf brands are built and who runs them, drawn from our founder interviews and the spring Fieldwork season.
GB FIELDWORK 2027
Fieldwork is the research programme behind both publications: 6 trips across 2 seasons. Every trip gets one question before we leave, and enough days to answer it properly.Spring - for The Big Golf Brand Study
Orlando, January. The PGA Show, then a week reading American golf culture.
Lisbon, March. 20 operators in a room for several days.
April. A place our audience nominates.Autumn - for the 2028 Golf Culture Trend Report
St Andrews, July. The Open, 100 years after Bobby Jones won there.
Adare Manor, September. The Ryder Cup.
IGTM, October. The golf travel industry’s annual market, on stage and in the hallway.The four questions
Who runs golf businesses, and what were they trained to do?Where does golf culture go when it leaves the wardrobe?What is arriving from outside golf, and is any of it useful?Why is golf’s media still built for performance when its players have moved toward participation?
Fieldwork is funded by partners. They have no say over where we go or what we publish.
EDITORIAL
Editorial is where the research shows up first: field notes from the road as a written dispatch after every trip. It runs on Instagram and LinkedIn, and in Filtered, our Substack newsletter.Coverage can’t be bought. Commercial work appears here only when it earns it on its own terms.