Topgolf has a trick up its sleeve, one that promises to make golf more accessible, enjoyable and feasible for players who’ve never stepped foot on the course. It’s dubbed The Sure Thing , a not-so-ordinary golf club outfitted with “the biggest club face you’ve ever seen” — with it, self-described novices can reach lift-off without harnessing the skill and precision of No. 1-ranked golfer Scottie Scheffler.
Topgolf’s El Segundo location unveiled the anticipated club during a launch party, including a drone show and various branded activations exploring golf’s intersection with Los Angeles’ skate, music and fashion subcultures. Golf is undoubtedly an expensive sport; it’s also fairly difficult to master. Between the gear, fashion and exclusive country club memberships, golf is intimidating to start, even at leisure.
At Topgolf , the price of entry into golf is enthusiasm, and first-time players are encouraged to learn the basics — drink in hand. Fun is to be had, and with the launch of The Sure Thing club, Topgolf demands it. Callaway’s acquisition of Topgolf in 2021 has birthed a new era of product innovation, and The Sure Thing attests to this spirit of technicality.
It’s designed with a shorter shaft, a 20-degree loft angle and proprietary “chicken wing” technology (sauce not included), providing players with more control at the swing and a better chance of gaining height at impact. It simplifies the process for players and, with spacious room for error, gives the worst of the worst a fighting chance — even after a few beers. Research provided by the National Golf Foundation (NGF) found that players who experience ‘shot euphoria’ (those warm, feel-good endorphins that arise when a player makes a good swing) at least once during a round are more likely to return to the sport.
Armed with this insight, the Topgolf team ideated with Callaway engineers to design The Sure Thing, knowing that small victories on the course, like merely getting the ball in the air or landing in Topgolf’s orange (or brown!) targets, can make timid practitioners gradually evolve into dedicated players. “We’ve been playing and testing this thing for a long time now, and it really does help you get the ball in the air. It doesn’t guarantee every single shot’s going to be great, but it does dramatically increase the odds,” says Topgolf Chief Brand Officer Geoff Cottrill .
For the Topgolf team, perfection is not the goal: It’s about creating fun memories that inspire you to stay with the sport. “We are striving to make the game of golf more accessible. And when you make the game more accessible over time, the game becomes more diverse,” reaffirms Cottrill.
Golf is rapidly gaining traction with younger U.S.-based audiences and players — a phenomenon Cottrill attributes to the effortless style and social cache behind personalities like Roger Steele , Paris Hilinski , Stephen and Erica Malbon and Justin and Ali Eldridge, who’ve humanized the sport through their stylish behind-the-scenes social media content.
Alongside them are former basketball players and pro skateboarders bringing their unique flair to golf, a sport that’s admittedly easier on the back and knees. “You don’t have to play 18 holes anymore on a green grass course. You can play on your Oculus, you can play on video game consoles,” Cottrill notes.
“You can play at Topgolf or you can play indoors. There’s so many different ways to enjoy the game now.” Likewise, as the golf sphere radically embraces a new wave of fashion designers, Cottrill notes how players like Jason Day are leading indicators of what’s to come in the sport’s professional realm.
“Everyone has influence. We want to connect with and do fun things with people who are changing golf,” says Cottrill. “Topgolf has this amazing community of people who are not just invested in golf, but fashion, entertainment, and highly skilled players too — actual veteran golfers who come to play and hang with their buds.
It’s a really robust, wonderful environment.” Topgolf’s El Segundo launch party invited friends of the brand and LA’s larger golf community to experience The Sure Thing club firsthand amidst various branded activations. The 20 Degree speakeasy brought a luxurious lounge experience to spirit lovers, and later in the evening, guests were treated to an immersive drone show programmed by Topgolf.
Honda’s hole-in-one challenge had guests compete against each other using the club for a chance at winning a 2025 Honda Civic Sport Hybrid Sedan. A custom skate ramp and music stage presented by Acura appealed to Topgolf’s diverse community of creatives, from former pro athletes to fashion savants. The Sure Thing club is exclusively available at Topgolf.
To reap its benefits, you must be willing to vibe with golf in a funkier environment, one that doesn’t take itself so seriously. “Don’t worry about not being good. Just worry about trying.
The best part about golf is being outside with your friends, laughing; it’s not what you score. It’s what you remember. It is a very social sport that has been far too inaccessible to people for far too long.
And we’ve got to change that. We are changing that,” says Cottrill. Golf veterans, novices, and everyone in between can test out The Sure Thing club at Topgolf venues around the world.
Visit Topgolf’s website to see venue locations and reservation availability..
