What's In The Bag

What This Data Is

The DORMIED WITB dataset tracks the current equipment setup of 158 professional golfers, pulling current bag data on a weekly basis. Each player's bag is recorded at the item level: driver, fairway woods, hybrids, irons, wedges, putter, ball, and grips. Brand, model, shaft, and loft are captured where available. The dataset covers 33 distinct equipment brands and is refreshed every Tuesday at 9am ET.

This is equipment-in-play data, not equipment-sold data. A brand appearing here means a tour-level professional has chosen it in competition - which is a meaningfully different signal than market share, retail velocity, or endorsement deals. Some of the most tour-popular brands barely register in amateur golfers' awareness. That gap is the most interesting thing this page exists to show.

Reading the Tour Usage vs. Amateur Attention Chart

The signature chart plots two independent signals against each other. The X axis is tour usage share: what percentage of the 158 tracked players carry at least one product from that brand in their bag. The Y axis is the DORMIED Index (DI) score for that brand in April 2026, which measures global search interest relative to the highest-scoring brand in the Index that month. Both axes use the same time period.

The dashed diagonal is a reference line, not a regression. Brands sitting above the line are pro favorites the amateur game has not yet matched with search attention - either because the brand does not market aggressively, serves a niche the mainstream has not discovered, or benefits from tour contracts that do not translate to retail awareness. Brands sitting below the line command more amateur attention than their tour presence suggests - often large heritage brands with strong retail and marketing footprints even when pros have shifted toward competitors.

How the Tour-Usage-to-DI Join Works

The WITB brand database maps each equipment brand to its corresponding entry in the DORMIED Index. Not every tour brand has a DORMIED Index entry - particularly grip companies and shaft manufacturers that do not compete in the retail consumer markets tracked by the Index. Brands without a mapping appear in the leaderboards and share views but are excluded from the scatter chart, which requires both a tour usage figure and a DI score to plot. As of this writing, 6 of 33 tracked equipment brands represented in ranked bags lack a DI mapping; those brands render as plain text throughout this page rather than as hyperlinks to brand pages.

The DORMIED Index measures consumer search interest, not brand sentiment or purchase intent. A high DI score means many people are searching for a brand globally. A low score means the brand is either niche, regional, or simply not a household name outside the sport. For equipment brands especially, the gap between tour presence and public awareness can be dramatic - and that gap tells you something about where the market might be heading, or where it is already moving without the mainstream noticing yet.

Data source: equipment data from PGAClubTracker.com. Consumer search data: DORMIED Index, April 2026 snapshot. All analysis is DORMIED's independent editorial work.