What EyeLine Golf does

EyeLine Golf is a privately held US sporting-goods company that designs, markets and sells physical golf training aids to recreational and professional golfers worldwide. Founded in the early 2000s in Greeley, Colorado, the company has operated for over 20 years under co-founders Sam Froggatte (CEO) and Grant Froggatte, maintaining no disclosed investors, parent company, or external funding. Its core product is a catalog of more than 40 SKUs spanning putting mirrors, alignment tools, laser aim systems, putting mats, swing feedback devices (e.g., Speed Trap, Check Point Swing Laser), and accessories such as training balls and gate posts, with price points ranging from $14.95 to $224.95. The product architecture centers on visual and tactile feedback devices - mirrors with alignment lines, lasers projecting aim references, and physical rails that constrain swing path - rather than software, sensors, or any connected/AI component.

The business model is direct-to-consumer e-commerce, with eyelinegolf.com (Shopify) as the primary storefront and Amazon and Walmart as secondary marketplace channels. Revenue is generated entirely through one-time hardware sales, with a 20% bundle discount applied to orders of three or more items and free US shipping above $99 (flat-rate $8 below). The company ships to more than 80 countries via Shopify Markets and supports 12 instructor-aligned signature products (e.g., the Stroke Meter 2.0 by Todd Sones, the Lifeline Training Grip by Michael Breed).

Marketing is content-led and endorsement-driven: the Practice Vault blog, email newsletter, Instagram and X (Twitter) presence, an affiliate program, and direct quotes from tour players - notably Rory McIlroy, Justin Thomas, Harris English and Bryson DeChambeau - anchor top-of-funnel demand. The company claims that 16 of the Top 20 players in the Official World Golf Ranking use its Putting Mirrors and maintains a "4 Putting Elements Certified Instructor" network of PGA/LPGA coaches who integrate the products into lessons. EyeLine has no headcount, revenue, or contract disclosures in the public record, has no app, no API, no patents or trademarks disclosed, and operates as a self-funded niche consumer brand.

Name

EyeLine Golf

Legal name

EyeLine Golf

Website

https://eyelinegolf.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

EyeLine Golf is a Greeley, Colorado-based private company that designs and sells physical golf training aids (putting mirrors, laser aim systems, swing trainers and mats) to recreational and professional golfers worldwide via direct-to-consumer e-commerce, supported by tour-player endorsements and a certified PGA/LPGA instructor network.

Ownership category

akta.pro rank

Product category

Golf Training Equipment

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Golf Training Aids & Swing Analytics Retail (CRAMAGAG)

akta.pro secondary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

Keywords

• Golf training aids
• Putting mirrors
• Swing trainers
• Golf alignment tools
• Putting practice equipment

Headquarters

HQ city

Greeley

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Product Sales - Training Aids: One-time hardware sales of golf training aids including putting mirrors, swing trainers, alignment tools, and practice equipment. Products range from accessories ($14.95) to complete systems ($224.95).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

EyeLine Golf designs, manufactures, and sells physical golf training aids — including putting mirrors, alignment tools, laser aim systems, putting mats, and swing feedback devices — directly to golfers through its own e-commerce site and select marketplaces. The brand sells bundled and individual training systems priced from $14.95 to $224.95, ships globally, and is endorsed by top tour players including Rory McIlroy.

Product overview

EyeLine Golf is a golf training equipment company offering a comprehensive portfolio of feedback-driven training aids for putting and full swing improvement. The product line is organized into two main categories: Putting Aids (including various putting mirrors, alignment tools, lasers, training mats, and stroke trainers) and Full Swing/Swing Aids (including the Speed Trap series, Check Point Laser, and Bunker Pro System). The company's flagship products include the Groove Putting Mirror series, Speed Trap swing trainers, and Tour Roll Putting Mirror Trainer. Products range from core training tools like alignment mirrors and stroke meters to accessories like training balls, gate posts, and target rings. The company also offers bundled packages combining multiple products for comprehensive training systems. Notably, EyeLine Golf's products are trusted by 16 of the Top 20 players in the world according to the Official World Golf Ranking, demonstrating tour-level credibility in the golf training equipment market.

Differentiator

Problem solved

Functional benefit

Products and services

• Groove Putting Mirror EyeLine's flagship putting mirror with face-alignment grooves and ball-position lines for setup and stroke feedback; used by 16 of the Top 20 players in the world.
• Tour Roll Putting Mirror Trainer The company's flagship tour-level putting mirror system providing comprehensive alignment and stroke feedback for advanced training.
• Classic EyeLine Putting Mirror (Large) The original large-format EyeLine putting mirror providing alignment and setup feedback; a core product trusted by tour players worldwide.
• Putting Alignment Mirror (Small) Compact putting mirror for alignment and setup training in various practice environments.
• Speed Trap 2.0 Swing Trainer Full-swing training aid that provides visual feedback on swing path and clubface position through impact, helping golfers develop a more consistent swing.
• Speed Trap 4S Swing Trainer Enhanced version of the Speed Trap with advanced feedback capabilities for swing path and impact position training.
• Check Point Swing Laser Laser-based full-swing training aid that projects visual feedback on swing path and plane.
• Stroke Meter 2.0 by Todd Sones Putting distance-control training aid with color-block system to match backstroke and follow-through length for consistent tempo and speed.
• Spot On Laser Aim System Green laser alignment system that projects a precise aiming dot onto targets for exact putter and mirror alignment.
• Groove+ Putting Laser Advanced putting laser with crosshairs that attach to the putter shaft, providing instant visual feedback on face angle and stroke path.
• Laser Cap Hat-mounted laser device that projects the putter head path visually, helping golfers see their stroke plane during practice.
• Pendulum Putting Rod Training rod that connects the putter to the golfer's chest to ensure a one-piece putting stroke and proper posture throughout the stroke.
• Edge Putting Rail 70° Training rail matching the 70-degree lie angle of most putters to promote a natural arcing putting stroke and proper face rotation.
• Sweet Roll Rail System Rail system for finding the correct speed and line combination, helping golfers understand the relationship between speed and break.
• Putting Sword (Standard and Tour Models by Michael Breed) Narrow raised track training aid providing instant start-line feedback and built-in distance markings for measurable putting practice across the Standard and Tour Model variants.
• Roll The Rock Putting Mat — 8 Footer Indoor putting practice mat designed for putts of approximately 8 feet, with built-in training games and drills.
• Roll the Rock Putting Challenge Mat (10'x2') Extended 10-foot indoor putting mat that gamifies practice with various putting challenges and games for skill development.
• Putting Circuit Trainer 3-Part System Complete 3-part putting training system with blue, yellow, and mirror trainers, including 12 unique drills and video instructions.
• Practice-T Alignment & Ball Position Guide Training aid providing visual mirror feedback to help golfers achieve proper alignment and ball position for consistent setup.
• Impact Cube 2.0 Training aid providing feedback on impact position and helping golfers achieve proper shaft angle and hand position at ball contact.
• Lifeline Training Grip by Michael Breed Training grip that aligns the putter shaft with the forearm and establishes proper grip pressure and hand position.
• Balance Rod Training rod for developing proper balance throughout putts, chips, and full swings through instability feedback.
• Bunker Pro System Training system designed for sand bunker play, helping golfers develop proper entry angle and swing technique.
• Tee Box Alignment Station Alignment training tool for tee box setup, helping golfers establish proper aim and alignment before full swings.
• Target Circle Rings Target rings for speed control and accuracy training on the putting green.
• Impact Ball Liner 3-Pack Alignment training balls with visual center lines that indicate whether putts are struck squarely and rolling on line.
• Ball of Steel Heavy training ball providing resistance-based feedback on impact quality and helping develop solid contact.
• SloMo Screen Video analysis system with screen and smartphone holder for slow-motion review of putting strokes and ball roll.
• Quick Look Mirror Compact mirror for quick pre-round setup verification and on-course alignment checks.
• Bullseye Cup 30% cup reducer with a 2-inch opening that visually indicates where breaking putts will enter the hole.

Quantifiable outcome

• 16 of Top 20 players in the world use EyeLine products (per Official World Golf Ranking)

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 4 Putting Elements Certified InstructorsminorOthersNetwork of certified golf instructors trained in the 4 Putting Elements methodology who use EyeLine products in instruction. The company maintains a locator tool for customers to find certified instructors in their area.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PuttOUT: PuttOUT is a direct competitor specializing in putting training aids including putting mats, gates, and pressure trainers. Both companies target amateur and professional golfers with home-practice putting solutions and DTC e-commerce distribution models.
• Wellputt: Wellputt (by Welltech) produces scientific putting training mats (Wellputt Stroke & Wellputt Out) and instruction content, directly competing with EyeLine's Roll the Rock Putting Mat and Putting Sword lines in the premium putting-aid segment.
• BirdieBox / Jam Golf: BirdieBox is a subscription-based golf training aids and accessory box delivering curated equipment monthly, competing with EyeLine on attracting amateur golfers seeking structured at-home practice gear.
• Tour Striker: Tour Striker makes impact-position and swing-plane training aids used on professional tours, directly competing with EyeLine's Speed Trap, Impact Cube, and Impact Ball Liner categories in the swing-feedback segment.

Emerging players

• Foresight Sports: Foresight Sports makes launch monitors and golf simulators (GCQuad, Bushnell Launch Pro) that increasingly encroach on the practice/training category EyeLine serves, particularly via at-home sim-based training rather than portable mechanical aids.
• Garmin Golf: Garmin Golf (Approach series, R10 launch monitor) brings tech-enabled approach and swing sensors into the training/feedback category EyeLine addresses, particularly competing for the data-driven amateur golfer segment EyeLine also targets.
• SkyTrak: SkyTrak is a home launch monitor and simulator system; while tech-focused, it competes for the training budget of serious amateurs who might otherwise invest in mechanical aids from EyeLine.

Broad incumbents

• Callaway Golf (Topgolf / Odyssey): Callaway owns Odyssey, a dominant putter brand, and Topgolf. While not focused purely on training aids, Odyssey's instructional content and Topgolf's at-venue practice bays compete indirectly for the same practice-time wallet share that drives EyeLine sales.
• Titleist (Acushnet): Acushnet/Titleist operates in golf equipment broadly with significant instructor and tour relationships, and its Titleist Performance Institute certifies coaches who influence training-aid recommendations - a channel comparable to EyeLine's certified instructor network.

Regional players

• Swing Caddy / Izzo Golf: Izzo Golf is a major U.S. golf accessories and training-aid brand offering putting mirrors, alignment tools, and golf accessories through mass-retail channels (Walmart, DICK'S), competing for the same Amazon and Walmart shelf space as EyeLine.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eyelinegolf
• Instagraminstagram.com/eyelinegolf
• Facebookfacebook.com/eyelinegolf
• LinkedInlinkedin.com/company/eyeline-golf

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EyeLine Golf