Golf Pride, the dominant manufacturer of golf club grips, is challenging a long-held industry practice: treating grips as an afterthought in the clubfitting process. The company is actively advocating for grips to be considered the starting point of a fitting, rather than a final adjustment and is backing that position with significant investment in research and development.
“We believe we’re designing equipment for your hands,” says James Ledford, President of Golf Pride, in a recent statement. “Not handles for your clubs.” This distinction, Ledford argues, is fundamental to improving performance. For decades, clubfitting has prioritized clubhead and shaft characteristics, with grips receiving comparatively little attention. Golf Pride aims to rectify this imbalance by establishing standardized testing and performance metrics for grips, mirroring the rigorous protocols already in place for other golf equipment components.
Currently, Ledford notes, “There really haven’t been established protocols for how to study grips the way the industry studies equipment.” The lack of standardized data makes it difficult to objectively assess the impact of grip design on swing mechanics and shot consistency. Golf Pride is working to close this gap by gathering data at its new Performance Lab in Pinehurst, North Carolina. The lab utilizes advanced simulator technology to analyze how different grip characteristics – including hand size, climate conditions, texture, and firmness – influence a player’s swing.
The company’s approach involves a Tour-level fitting process where players hit shots with various grip options until they identify the one that feels most optimal for their swing. This data-driven approach is intended to demonstrate the grip’s influence on strike quality and overall confidence. According to Ledford, “This is where we’re really trying to understand grips as equipment. It’s about building real data around how grips influence performance.”
Golf Pride recently launched the Zero Taper putter grip, building on the success of its 2024 Reverse Taper grip, as alternatives to traditional tapered or pistol grips. Ledford stated in February 2026, “With Zero Taper, we’re building on that success by offering players who favor a consistent geometric shape a grip that meets their needs.” This expansion into specialized putter grips underscores the company’s commitment to innovation and its belief that grips are a critical performance element.
In addition to the Zero Taper grip, Golf Pride also recently released a special edition 007 grip kit commemorating the 60th anniversary of the 1964 James Bond film, Goldfinger. The kit, which includes 14 custom grips in a display box with a decorative gold bar, features design elements inspired by Sean Connery, Daniel Craig, and Pierce Brosnan’s portrayals of the iconic spy. The grips are available for pre-order online and will be available at retail stores like PGA TOUR Superstore in November.
Golf Pride’s shift in focus comes as the company continues to dominate the golf grip market. Ledford, who previously spoke at a launch event held at Stoke Park, the course where the famous golf scene from Goldfinger was filmed, believes that by treating grips as true performance tools, the company can further elevate the game for golfers of all skill levels.
