USGA Outreach Email — 2026 Research Planning

Status: DRAFT Date: January 27, 2026 From: Reid Gorman, SVP Business Intelligence & Operations

Email

To: Lynn LaRocca (via Drew Collar introduction) Subject: NGF + USGA — 2026 Brand Equity Tracker Planning & Expanded Research Agenda

Hi Lynn,

I hope 2026 is off to a great start for you and the USGA team.

As we approach the planning window for the 2026 Brand Equity Tracker, I wanted to reach out to discuss both the tracker renewal and some expanded research opportunities that I think are particularly well-timed for the USGA this year.

First, on the tracker — the program has been a real success. Over four waves (2024 W1, 2024 W2, 2025 Spring, 2025 Fall), we've built a longitudinal dataset that gives the USGA continuous visibility into brand health, golfer perception, and competitive positioning among institutional golf brands. That kind of trend data becomes more valuable with every wave, and I want to make sure we have the 2026 cadence locked in so there's no gap in the data.

Beyond the tracker, there are a few research areas I'd like to put on your radar — all of which align with priorities I know the USGA is actively navigating:

• Ball Rollback / Equipment Standards Perception. This may be the most timely research opportunity in the USGA's portfolio right now. The Model Local Rule on golf ball distance is generating significant industry conversation, and the USGA has an opportunity to understand — with real data — how everyday golfers perceive the decision before it takes effect in 2028. Are golfers aware of it? Do they support it? Does it affect how they view the USGA? These are questions worth answering proactively rather than reactively.

• Championship Brand Impact (U.S. Open). The U.S. Open is the USGA's most visible public platform, yet there's never been systematic research on its brand impact among attendees and broadcast viewers. A championship research study would measure brand lift, validate sponsorship value, and assess attendee experience — providing data that supports media rights and partnership conversations.

• Digital Experience (GHIN App & USGA.org). The GHIN app is the USGA's primary direct-to-golfer touchpoint, and we know from the 2024 Handicap Profiling work that the digital experience is a key driver of user satisfaction and adoption. A focused digital experience study would identify improvement priorities, benchmark against competitive platforms, and inform technology investment.

I've put together a comprehensive Research Partnership Overview for the USGA that documents all 10 research types we offer for governing bodies, maps our full 16-year research history together (10 projects, 2009-2025), and identifies where the untapped opportunities are. I'll share it ahead of our conversation so you can review at your convenience.

I'd welcome the opportunity to set up an annual planning conversation to discuss the 2026 research agenda — both the tracker renewal and the expansion opportunities. Would you have time in the next few weeks for a call?

Looking forward to connecting.

Best regards,

Reid Gorman SVP, Business Intelligence & Operations National Golf Foundation rgorman@ngf.org

Attachments to Include

1. USGA_NGF_RESEARCH_PARTNERSHIP_OVERVIEW.pdf — 10-type governing body research menu with USGA history and gap analysis
2. R_DRIVE_USGA_AUDIT.md — Internal reference only (do NOT send to client — contains R: drive paths and internal project IDs)

Internal Notes

• Contact routing: Lynn LaRocca is the primary contact. Reach her via Drew Collar introduction
• Executive relationship: Greg Nathan (NGF CEO) maintains a USGA executive relationship. Leverage if needed for senior-level engagement, but operational contact is through Lynn
• Meeting type: Annual planning conversation for 2026 research agenda — not a cold outreach. This is an existing, active client relationship
• USGA HQ: Liberty Corner, New Jersey
• Key context: 16-year partnership (2009-2025), 10 projects, Brand Equity Tracker is now an established ongoing program (4 waves of data). This is an EXPANSION pitch, not a reactivation
• Tracker renewal: Expected. The 2026 renewal is the baseline — it should not require heavy selling. The real objective is expanding beyond the tracker
• Revenue opportunity: $100K-$250K expansion beyond the tracker. Tracker alone is $45K-$65K; Strategic scenario is $120K-$195K; Comprehensive is $195K-$330K
• Engagement scenarios: Tracker Only ($45K-$65K) / Strategic ($120K-$195K) / Comprehensive ($195K-$330K)
• Highest-priority expansion pitches:
• Ball Rollback Perception — Most timely. Active industry discussion, Model Local Rule effective 2028. Time-sensitive window to measure perception before implementation
• Championship Research (U.S. Open) — Never conducted. High-value, high-visibility. Supports media rights and sponsorship revenue justification
• Digital Experience (GHIN App) — Natural extension of 2024 Handicap Profiling work. GHIN is the USGA's primary direct-to-golfer platform
• Do NOT lead with: Membership research (13 years overdue but lower urgency), Rules Awareness (valuable but less time-sensitive), or Segmentation (complex, better for Year 2)
• Tone: Collaborative, forward-looking. Emphasize the tracker's success and longitudinal value. Position expansion as a natural next step for a maturing research partnership — not a hard sell
• Competitive context: USGA likely uses other research vendors for non-golf-specific work. NGF's advantage is golf-specific expertise, verified golfer panel, and 16 years of institutional knowledge
• Attachment note: Send the Partnership Overview. Keep the R: Drive Audit internal — it contains file paths and project IDs not meant for client distribution

Draft prepared January 27, 2026