8AM Golf acquires True Spec Golf as part of its broader strategy to build a fully integrated golf platform. The acquisition follows the purchase of True Spec by 8AM Golf founder Howard Milstein, who sees an opportunity to elevate the premium club-fitting experience and expand its reach. Known for its brand-agnostic approach and tour-level technology, True Spec establishes itself as a leader in custom club fitting, working with elite players and everyday golfers alike.

Hoyt McGarity steps into a leadership role that shapes the company’s trajectory, ultimately serving as Chief Executive Officer of 8AM Golf. Having previously led True Spec Golf, McGarity brings deep operational experience and a strong understanding of the premium golf marketplace.

Justin Timberlake joins 8AM Golf as a partner and investor, marking a notable crossover between the worlds of entertainment and golf. A longtime enthusiast of the game, Timberlake’s involvement extends beyond a financial stake. He also takes on a creative role within the company’s portfolio, contributing to brand development and experiential initiatives. His partnership reflects 8AM Golf’s broader vision of blending performance, media, and lifestyle to modernize and expand the sport’s cultural reach.

8AM Golf invests in 3’s, a golf and hospitality concept focused on lighted 12-hole par-3 courses paired with food, drinks, and social experiences. The investment is part of 8AM Golf’s broader strategy to expand into lifestyle and entertainment-driven segments of the golf industry, attracting a new, diverse audience to the game.

8AM Golf launches the inaugural Bridges Cup in partnership with CJ Corporation, an elite international mid-amateur golf championship. Modeled after the Ryder Cup, the event features two teams of top amateur players from around the world competing over multiple rounds in a format designed to showcase both skill and sportsmanship. Team USA emerges as the champions.

The inaugural 8AM Invitational, the celebrity-focused golf tournament hosted by 8AM Golf and driven by partner Justin Timberlake, is held in 2022 at Wynn Las Vegas. The event brings together a star-studded field of athletes, entertainers, and notable personalities for a relaxed, charity-focused weekend of golf that emphasizes fun and camaraderie over competition.

Justin Timberlake and Tiger Woods partner with 8AM Golf to launch T‑Squared Social in New York City. The venue combines sports, entertainment, and premium dining into a single experiential space, featuring advanced golf simulators, interactive games, and curated food and beverage offerings. Designed to appeal to both golf enthusiasts and casual visitors, T‑Squared represents a modern fusion of performance, lifestyle, and social interaction, aligning with 8AM Golf’s strategy of blending the sport with broader cultural experiences.

8AM Golf sells GolfLogix, its popular golf GPS and scoring app, to Revelyst, Inc. The sale marks a strategic move by 8AM Golf to streamline its portfolio and focus on experiential, media, and lifestyle-driven aspects of the golf industry. By transitioning the app to Revelyst, 8AM Golf reinforces its commitment to optimizing its brand portfolio and pursuing ventures that align closely with its vision of modernizing and expanding the global golf experience.

8AM Golf launches 8AM Travel, a premium global travel brand focused on creating bespoke golf experiences for discerning travelers. The service combines world-class golf with luxury accommodations, fine dining, cultural exploration, and unique off-course adventures, offering fully curated itineraries that go far beyond traditional trip planning. By leveraging the expertise and network of 8AM Golf’s portfolio, including insights from GOLF.com and partnerships with top golf brands, 8AM Travel delivers personalized journeys designed to provide memorable, story-driven experiences around the world.

8AM Golf acquires a significant equity stake in PAYNTR Golf, marking the company’s first major investment in golf footwear and apparel. The move brings PAYNTR into 8AM Golf’s expanding portfolio of premium golf brands, aligning with the company’s strategy of blending performance, lifestyle, and consumer products. By partnering with a brand focused on innovative design and quality craftsmanship, 8AM Golf aims to accelerate PAYNTR’s growth and expand its global presence in the golf lifestyle market.