The most successful golf company of all-time reveal big plans to get back on top

Wilson are commited to get back to the top

Wilson are the most successful golf company of all time, and while their presence has faded at the top, they’re dedicated to making their way back as they enter “A New Era”

Wilson are one of the biggest names in sports, and they have been ever since they were founded in 1914. Nearly two decades later, in 1933, Wilson first dipped their toes into the golf market with the iconic R-90 sand wedge. Fast forward nearly a century, and still to this date, Wilson are the most successful company in the game having notched up 62 major victories.

The Chicago-based golf giants are well aware of their impressive history, but they don’t want to let their legacy define their future. Heading into 2025, Wilson are entering “A New Era” with their latest golf equipment including the Duo Soft and Triad golf balls, along with their new range of clubs set to debut on January 29.

As Wilson enters their new era, they’re targeting the next generation ball strikers, like Ben Kruper and Ashton Gaulin. With Bob Thurman, Global General Manager (GM) of Golf at the helm, there’s a real belief that Wilson can return to the pinnacle of the sport.

“At the very heart, we just want to make really good stuff. That’s what I do. I’ve done it all my life. I want to make the best golf club possible,” said Thurman.

In 2023, Thurman was dually appointed as the Global GM of Wilson Golf. He now carries out this role alongside his other position as the Global Vice President (VP) of Research & Development (R&D). Within both roles, he leads in the innovation and advanced research and development of high-performance sports equipment. Before becoming the Global VP of R&D, Thurman spent over a decade in the Wilson Golf business, with a passion and dedication for making high-performing golf equipment.

Wilson have never stopped producing quality golf equipment, and that’s apparent considering they have an impressive roster of Tour players across both sides of the pond. However, with the emergence of companies like TaylorMade, Callaway, Ping, and Cobra it did rock the boat at Wilson.

Thurman said, “When I started with the company in 1992, we were No.1. Then, other companies started appearing and all of a sudden there were a lot more brands. And we probably lost our way through that era. We got disrupted.

“But now we’re undisrupted. So beware. We’ve been around for 100 years, we’ll be around for 100 more.”

To help Wilson appeal to the “On-point golfer” they’ve launched a brand-new marketing campaign. Their powerful “Play Original” marketing campaign resonates with avid golfers constantly chasing a better comprehension of their game, the game, and themselves. Wilson defines the golfers they’re targeting as being purists who respect tradition but aren’t bound by it, they play for the love of the game, they’re optimistic, dedicated, and strive for excellence, they’re trendsetters and confident ball-strikers, and they have an effortless, athletic, and informal style.

Wilson is a name that’s familiar to every person with an interest in sports. While the young and athletic golfers Wilson are targeting might be unaware of their lucrative history, they’re well aware of their position in other sports, such as football, baseball, basketball, and tennis. Wilson are hoping to lean on their position as the No.1 company in those sports to help propel them back to the top in golf.

“This new era is a philosophy,” said Thurman. “It’s a philosophy about making the world’s best equipment. That’s really what we’re trying to do. There’s nothing more pure than that. It’s very pure.”

About the author

James Hogg – Golf Equipment Writer

James has a degree in English Language from Newcastle University and an MA in Journalism from Kingston University.

He spent seven years working for American Golf as part of the sales and fitting team alongside his studies and is a specialist in putters, golf balls, and apparel.

James took up golf as a teenager and, thanks largely to his length and consistency off the tee, he plays off a handicap of 4.7 at Cleveland Golf Club.

You can contact James via email for loads more golf equipment insight.