The DORMIED Index
The monthly ranking from golf's brand desk. Which brands are winning attention in our game, which are losing ground, and where in the world each story is happening.
DI Score — each brand is scored 0–100 relative to the top brand's search interest. 100 = most-searched brand in the selected period. Covers the US, Japan, Korea, UK + 7 more markets.
Full methodology ↓Category Leaders
DORMIED Index Rankings — March 2026
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HOW THE DORMIED INDEX WORKS
The data is real. The rankings are independent. Here's exactly how it all comes together.
The DORMIED Index measures genuine consumer interest across golf brands in 10 global markets every month. It tells you which brands are capturing attention in our game right now, which are building momentum, and which are quietly losing ground. The data decides. We just keep score.
This is an attention index. It tells you which brands are winning mindshare. It does not tell you which brands make the best clubs, have the highest revenue, or spend the most on tour. Keep that distinction in mind and the data becomes very useful.
What markets are you tracking?
We track search interest across 10 of the world's most active golf markets: United States, Japan, South Korea, United Kingdom, Canada, China, Germany, Australia, Sweden, and France.
These markets were chosen based on golf participation rates, consumer spending on equipment, and search volume size. Together they represent the vast majority of global golf equipment spending. A brand can rank differently in each market, and those differences tell their own story. A brand that dominates in the US but barely registers in the UK is a different business than one growing evenly across all 10.
How does the DI score work?
Every brand is scored on a 0 to 100 scale. The brand with the highest search interest in a given month scores 100. Every other brand is scored relative to that benchmark.
That means the score is relative, not absolute. If your brand holds steady at 50,000 monthly searches but another brand doubles its volume, your DI score drops. Not because you lost ground, but because the benchmark moved. This is intentional. The index measures competitive position, not raw volume.
Ranking ties are broken by looking at the prior month's rank. Whoever ranked higher stays higher. If it is still tied, we go back three months. The data decides, not us.
How often does it update?
Monthly. The index updates once per month using the prior month's full search data. We do not publish mid-month adjustments or react to single-week spikes. Golf has natural seasonality and a one-week spike around a tour event is noise. A sustained month of elevated interest is signal. We care about signal.
Do you track socials?
A few things worth being clear about: We do not measure social media following or engagement. Follower counts are easy to game and do not reliably reflect genuine consumer interest.
We do not measure revenue or sales data. That information is largely private and inconsistently reported across brands.
We do not measure quality. Titleist ranking number one does not mean Titleist makes the best golf ball. It means more people are searching for Titleist than anyone else. Those are very different statements.
We do not accept payment from brands to influence rankings. No brand pays to be included or to improve their position. The data is what it is.
How do I get a brand added?
We currently track 169 brands. To make the index a brand needs meaningful search presence in at least one of our 10 markets. We add brands periodically as new players emerge and the category evolves.
If you think a brand belongs on the index and is not there yet, email us at Contact page. We take every suggestion seriously.
Is this affiliated with any brand?
No. DORMIED is independent. No brand pays to be included or to influence their ranking. The data is what it is.