Ten years ago, LAB Golf didn't even exist.
Today, it's one of the fastest-growing equipment brands in golf, with professional players using its putters on the biggest stages in the game and golfers around the world lining up to buy them.
Not bad for a company that most golfers initially laughed at.
So how did a niche putter manufacturer go from complete obscurity to a business valued at over $200 million?
Let's take a look...
The Big Idea
LAB Golf was founded around one simple concept: Lie Angle Balance.
The company's founders believed there was a flaw in traditional putter design.
Most conventional putters naturally want to rotate and twist during the putting stroke because of how their weight is distributed.
LAB's solution was to design a putter that stays balanced throughout the stroke.
Rather than fighting the putter's tendency to twist, golfers could simply allow the club to swing naturally.
The result was a putter that felt very different from anything else on the market.
In theory, it made it easier to return the face square to impact and start putts on the intended line.
It was a radical idea, and one that immediately divided opinion.
The Early Days
At first, LAB Golf looked like just another golf equipment fad.
Its putters were expensive.
They looked unlike anything golfers were used to seeing.
Some models looked more like futuristic science projects than traditional golf clubs.
And as we all know, golfers aren't always quick to embrace change.
Many players simply couldn't get past the appearance.
Others questioned whether the technology actually worked.
For a while, LAB remained a niche brand used by a small but passionate group of golfers.
Most people assumed it would stay that way.
The Growth
But then something interesting happened.
The golfers who switched to LAB became obsessed with them.
Instead of quietly replacing their putters, they started telling everyone about them.
Word-of-mouth spread rapidly throughout golf clubs, online forums and social media.
More importantly, tour professionals began putting LAB putters into play.
As more good players started using them, LAB's credibility grew.
Golfers who would never have considered one before suddenly became curious.
Then came the moment that truly pushed the brand into the mainstream.
At the 2025 U.S. Open, J.J. Spaun rolled in a remarkable 64-foot putt on the final green to secure victory using a LAB DF3 putter.
Millions of golfers around the world watched one of the biggest moments in golf with a LAB putter in hand.
For a company that had spent years trying to convince golfers its technology worked, it was the ultimate advertisement.
Where LAB Golf Is Today
The numbers behind LAB's growth are staggering.
The company has reported sales growth of more than 18,000% since 2018.
What was once a niche putting brand has become one of the most talked-about equipment companies in golf.
The company has also evolved its designs.
While early LAB putters were often criticised for their unconventional appearance, newer models have become more refined and appealing to a wider audience.
That matters because many golfers weren't rejecting the technology—they were rejecting the look.
As the designs become more mainstream, one of the biggest barriers to adoption continues to disappear.
The brand's success has become so significant that investment giant L Catterton, which is backed by luxury goods group LVMH, acquired a majority stake in the business, valuing LAB Golf at over $200 million.
Not bad for a company that many golfers thought would disappear after a few years.
Should You Switch To A LAB Putter?
The answer depends on what you're looking for.
At nearly $500, LAB putters certainly aren't cheap.
They're also not for everyone.
Some golfers absolutely love the technology and claim they've never putted better.
Others still can't get past the appearance or simply prefer the feel of a traditional putter.
The good news is that putting is one of the easiest areas of golf equipment to test.
If you're curious, the best thing you can do is try one for yourself and see whether the technology works for your stroke.
But regardless of whether you'd ever put one in your own bag, there's no denying the achievement.
LAB Golf has gone from a tiny niche brand to one of the biggest success stories in modern golf equipment.
And judging by its momentum, the story may only be getting started.
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