TaylorMade acquires Logan Olson Putters, expands into high-end boutique market
12/03/2024 11:00 AM
In a move golf insiders have anticipated for nearly a year, TaylorMade Golf announced Tuesday it has acquired Logan Olson Putters. The deal brings Olson—known for its small-batch, artistically styled milled putters—under the TaylorMade umbrella as a sub-brand, much like Tiger Woods' Sun Day Red apparel and lifestyle company.
To casual golfers, the Logan Olson brand may not be familiar. However, the company has quietly developed a cult following among equipment enthusiasts and putter aficionados in recent years. When Olson releases putters, referred to as "batches," quantities are limited, prices are steep (often $850 or more), and they tend to sell out fast.
Who is Logan Olson?
Logan Olson, 27, will remain the principal designer for the putters bearing his name. His company is based in Fortuna, California, more than 700 miles north of TaylorMade's headquarters in Carlsbad. While Fortuna may seem off the beaten path for golf equipment manufacturing, Olson has built a reputation for his high-quality, blade-style putters through word-of-mouth, social media, and relationships with PGA Tour and LPGA players.
"It's not every day you stumble upon someone like Logan. His ability to merge creativity with such a technical process is nothing short of remarkable. Whether you're a professional on Tour, someone who plays the game for the sheer love of it, or even a collector with a keen eye for finely crafted putters, Logan's creations embody a level of craftsmanship that resonates with golfers of all abilities," said Brian Bazzel, TaylorMade's vice president of product creation.
Logan Olson putters often have artistic details and refinements. (TaylorMade)
Why partner with TaylorMade?
The acquisition allows Olson's company to benefit from TaylorMade's operational and distribution channels, providing opportunities for growth. Additionally, Olson is expected to gain more access to feedback from TaylorMade's staff players, further enhancing his designs.
In a press release, TaylorMade stated Olson's putters would be added to the company's Tour Matrix offerings, which are brought to professional events for player fittings and feedback.
Why does TaylorMade want Logan Olson Putters?
In the putter market, TaylorMade is known primarily for its mallets and multilateral offerings. The Spider series, in particular, has been a favorite of elite players, with major champions like Scottie Scheffler, Rory McIlroy, Nelly Korda, Jason Day, Dustin Johnson and Sergio Garcia winning tournaments with Spider models.
While mallets have grown in popularity thanks to their forgiveness and stability, many top players still prefer milled blade putters. This category, dominated by brands like Scotty Cameron and Bettinardi, has proven elusive for TaylorMade despite previous efforts.
Logan Olson’s creations typically blend classic shapes with subtle but creative twists. (TaylorMade)
In the late 2000s, TaylorMade introduced the TP by Kia Ma line of milled stainless steel blades with Titallium face inserts, but the line was discontinued after a few years. In 2023, TaylorMade launched the TP Reserve line, which included milled blades and midsize mallets. However, these models have yet to make significant inroads on professional tours or in retail markets.
By acquiring Logan Olson Putters, TaylorMade gains a boutique brand already trusted by elite players. In the past 18 months, Collin Morikawa, Scottie Scheffler and Nelly Korda have all used Olson putters in competition.
Scottie Scheffler’s Olsen putter in 2023. (David Cannon/Getty Images)
What's Next for Logan Olson Putters?
Olson's signature "Craft Batch" putters are small-run releases blending classic designs with highly detailed machining and artistry. These putters, typically priced at $850 or more, are as much collector's items as functional golf clubs.
It's expected that TaylorMade will eventually introduce a retail line of Logan Olson putters for specialty shops and golf stores. However, if prices remain in the Craft Batch range, sales will likely be limited to collectors and high-end buyers.
A more likely scenario involves TaylorMade mass-producing Olson-inspired putters at premium ($400+) price points while allowing Olson to continue crafting limited-edition models for the ultra-premium market.
For now, the acquisition marks a significant step for TaylorMade as it expands its presence in the high-end putter market, blending Olson's artistry with the company's manufacturing expertise.