PARK CITY, Utah — While many golf brands focus on country clubs and scratch golfers, a new Utah-based company is betting on a different audience: the millions of golfers who simply love the game, enjoy playing with friends, and don’t take themselves too seriously.
GRIPIT Golf Society, founded by local entrepreneur Tony Golden, officially launched this spring with a mission to create premium golf apparel and accessories inspired by the culture of public golf.
The brand’s tagline, “Who’s Your Caddy?,” reflects the lighthearted personality that has quickly attracted golfers looking for something different from traditional golf apparel.
“We’re not building a brand for the country club crowd,” said co-founder Tony Golden. “We’re building a brand for the golfers who squeeze in nine holes after work, take annual buddies trips, play local munis on the weekends, and believe golf should be fun.”
The idea for GRIPIT emerged from a simple observation: golf participation is booming, particularly among younger players, women, and social golfers, but much of the apparel industry still caters to a more traditional audience.
Rather than focusing solely on performance and prestige, GRIPIT blends premium apparel quality with humor, personality, and community.
The company’s growing product lineup includes golf polos, hats, t-shirts, accessories, and limited-edition designs featuring tongue-in-cheek slogans and artwork inspired by the social side of golf.
The founders say the long-term vision extends beyond apparel.
“We’re building a community as much as we’re building a clothing company,” Golden said. “Golf is one of the few sports where people of all ages and backgrounds can spend four hours together. We think that’s pretty special.”
The company has already begun sponsoring local tournaments, partnering with golf events, and building relationships with courses throughout Utah and beyond. Recently Kylyn Noh’s Caddie chose to wear GRIPIT GEAR at the 2026 Women’s US OPEN!
As the brand grows, GRIPIT plans to expand its presence throughout the western United States while remaining rooted in the values that inspired its creation: friendship, fun, and a shared love of the game.
GRIPIT products are available online at www.gripit.golf.
ABOUT GRIPIT GOLF SOCIETY
GRIPIT Golf Society is a Utah-based golf lifestyle brand creating premium apparel and accessories for golfers who love the game but don’t take themselves too seriously. Inspired by the culture of public golf, the company blends high-quality products with a community-first approach designed to make golf more accessible, social, and enjoyable for everyone.