A hire with stops at Nike Golf, Under Armour and TaylorMade signals that Dunlop Sports Americas is treating the retail floor — not digital channels — as its primary battleground for converting golfers into brand loyalists across its three-label portfolio.
The golf equipment arm of Dunlop Sports has hired a retail and brand specialist to manage point-of-sale execution for its three-label portfolio. Kyle Freeman joins Dunlop Sports Americas as Retail Brand Marketing Director, with responsibility spanning Srixon, Cleveland Golf and XXIO — three brands that sit at different price tiers and target different golfer profiles but share a single retail infrastructure.
Freeman will oversee go-to-market execution, in-store merchandising and experience design, key account marketing, and engagement with PGA professionals. The role connects the company’s sales and creative functions to drive sell-through in specialty golf retail and green-grass locations — the network of on-course pro shops used for premium equipment sales.
Retail Strategy
Freeman brings more than two decades of experience spanning Nike Golf, Under Armour and TaylorMade, plus earlier work building brand presence at premium golf facilities. His background aligns with DSA’s stated goal of maintaining consistent retail performance across accounts that also carry competitors’ equipment.
The appointment occurs as the specialty golf retail channel faces ongoing consolidation and direct-to-consumer strategies from rival brands increase competition for golfer attention. For DSA, which operates Srixon (its performance equipment umbrella), Cleveland Golf (wedge-focused) and XXIO (premium, targeting older players), the physical retail floor remains a primary sales channel requiring distinct in-store merchandising for each brand.
Freeman’s background includes founding and operating a direct-to-consumer business, an experience DSA highlighted in its announcement.
Focus on Green-Grass Locations
DSA’s focus on green-grass locations over big-box retail follows a broader industry trend toward fitting-led, service-oriented golf equipment sales. Freeman’s priority of supporting fitters positions DSA to compete with TaylorMade, Callaway and Ping in the fitting-room channel, where he has prior experience.
