In the gear world, we talk a lot about “disruption”. Usually, this is just marketing for a new paint job or a slightly thinner face. But every now and then, something comes around that sounds crazy on its face, but ends up really surprising you when you try the product. I can think of two off the top of my head, PXG and LAB Golf. I heard the story, had my early thoughts, proceeded to test said product and was completely blown away. Now both companies have seen success, grown, evolved and are as much a part of the industry as anything else.
Enter the Underground
If you haven’t heard the whispers yet, don’t feel bad. This is by design. While the rest of the industry is shouting from the rooftops of retail stores, The Underground is operating in the shadows – and that’s exactly why gear lovers, devout club players and, yes, touring pros are starting to get excited.
I caught up with the minds behind the move: the Hollywood icon and the certified stick Mark Wahlbergindustry veteran Garry Singer and retail titan Doug Meijer. They are not just trying to sell you a golf ball; they’re trying to change the way you think about what’s in your bag…and how you get it.
The “no retail” ethos of the ball.
For Mark Wahlberg, it wasn’t about anything grand — it was about making zero compromises. Mark lives the game, and for him, The Underground isn’t for everyone, and that’s the point.
“It is a unique and exclusive club for players who want the best, how to be different and are committed to using the best products they can get.” It’s funny when I think about anything that Mark Wahlberg is in, it reminds me of a brilliant quote he gave in the movie Deep Water Horizon (“Hope, it’s not a strategy”) actually applies here. It’s the idea that the best of intentions and a good idea won’t get you all the way home. You not only have to have conviction and faith in the idea, but, after all, you have to have a product that is not afraid of a fight. No one involved needs this to work; they believe in it and know it works. And it’s not just these guys: a collection of athletes, entertainers, etc. are getting in on it too. Some may roll their eyes at the idea of ​​it all, but, again, Wahlberg, Meijer and Singer aren’t talking to the masses here. Just the golfer who likes this stuff. They exist, believe me, I know a bunch of them.
That “different” factor is huge. In a world where every four plays the same three balls, there’s a psychological advantage to stocking up on something the guy in the cart next to you literally can’t buy.
Tour proof: Sergio and Stenson
It’s one thing for a celebrity to endorse a ball; It’s another for a major champion to put his career on the line. Underground has already achieved what most start-up brands never do: actual tour validation, week in, week out.
Both Sergio Garcia and Henrik Stenson have moved away from traditional lifetime equipment contracts to create opportunities like this. Neither is paid, but they have invested in the platform, and this gives both the ability to make quick changes on the fly, which is not so easy in the mainstream.
For the record they both currently play “club” ball… yes, the one the rest of the members play. BUT if they wanted something else, it’s an easier enablement because of the size of the company. Think of these poles as turning a speedboat versus an aircraft carrier. Does it make sense?
For Sergio – one of the greatest drivers and strikers of his generation – the switch was not about a check. It was about finding a ball that reacted exactly the way he wanted through the wind.
Garry Singer, who has spent decades obsessing over ball chemistry (he started CLEAR Golf a few years ago), sees this as the ultimate competitive advantage. For him, the goal is not “sales volume” – it’s “performance volume and rotation at will.”
“It’s an exclusive club for players who know, appreciate and strive to use a product that performs at the level of tour players,” Singer explained.
Freeway Society
Doug Meijer looks out over the landscape and sees many golfers following the leader. He sees The Underground as a haven for the person who values ​​accuracy over popularity.
“I would define The Underground as a society of players who don’t follow the crowd,” says Meijer. “People like to feel special in almost all of their endeavors; the Underground gives them a chance to do that in golf. They can play an ultra-high precision product that is quite unique.”
But let’s talk about gatekeeping – because there are several. You don’t just walk into a big box store and pick up a dozen. Membership is by invitation only. If you’re lucky enough to get the call, the buyout is $2,800. That covers your first 12 dozen balls and a slew of exclusive merchandise that makes it clear you’re part of the inner circle. It’s a high price, but it’s a filter. It’s for the player who spends $400 a round (or is a member at a private club) and doesn’t want their equipment to be the weak link. There’s something about having that thing that not everyone can get, I’ve always found it interesting with Tour Issue gear. It didn’t matter if it was fair to everyone, it was the “hard to get” thing that made it fun.
Hidden advantage: No red tape
As a gear guy, this is the part that drives me. Usually, when a designer says, “I want to try this material,” the accountants say, “That’s going to add $4 to the cost of the box, we can’t do that.”
In The Underground, accountants don’t have a seat at the table.
“In terms of our advantage on the development and production side of the ball: we have no cost constraints, no investor pressure and an incredibly deep team with many, many years of experience,” Meijer added. “We have one simple goal: to create the best golf ball we can.”
Think about that for a second. Imagine an R&D team with infinite runway and zero pressure to “ship by spring.” This is a fun way to achieve breakthroughs. So you get a ball that feels softer, faster and stays in the air longer.
My testing:
It’s a really good ball. Period. End of story. Is it for me? No. It doesn’t spin enough, but it’s really fast, feels great off the face, launches high and gives the player all the greenside control you’d want.
Here was a snapshot of the 7 iron shots I hit on the Trackman.
30 average shots using a Cobra 3DP Tour iron, 32 loft, Nippon 120X shaft:
Chrome X tour
Ball Speed ​​122.8 (Top Speed ​​125.2)
Spin: 6497 RPM
Peak Height: 109 feet
Good: 48.2
Underground
Ball Speed ​​123.1 (Top Speed ​​126.4)
Spin: 5679 RPM
Peak Height: 118 feet
Good: 49.3
If I were to compare it to other balls, I’d say the Callaway Triple Diamond or Titleist Left Dash would be just that. Is this better than them? It honestly depends on the player, but what I will emphasize is the feel of this ball. It has that feeling of being hit hard in the face that I find quite attractive. I would really like to see what a rolling ball from Underground looks like. That would really pique my interest.
Verdict: Is it for you?
Look, most golfers are fine with what’s on the shelf at the local big box store. And that’s okay. But there is one group of golfers – those who have the means to participate and aren’t necessarily worried about what the rest of the world is doing. They want something unique, exclusive, something that arouses curiosity. This is what this Underground platform really nails in my opinion.
I honestly think this idea has some legs, but will it take over the world? No. And that’s not what they’re trying to do. This is for that player who wants “the best”, loves the word exclusive and has the dough to make it happen. I love it actually. This player exists, there are many of them, and The Underground is speaking to them.
I think this should be fun.
