Mitchell Golf

What Mitchell Golf does

Mitchell Golf Equipment Company (DBA Mitchell Golf) is a US-based specialty manufacturer of precision golf club fitting and repair equipment, founded in 1987 by Ed Mitchell and headquartered at 1001 Industrial Blvd, Albion, Michigan (legally domiciled as an Ohio corporation). The company designs and produces loft and lie angle machines — led by the Steelclub Signature series (priced at $3,199.99) and the digital TourGauge line for irons and putters — alongside the DigiFlex Frequency Meter 2.0 for shaft performance analysis, grip stations, B1 hosel boring fixtures, swing-weight scales, shaft clamps, re-shafting tools, and a broad catalog of repair accessories, parts, and consumables (solvents, epoxies, lead tape).

The business serves golf repair shops, country clubs, PGA professionals, premium custom club makers, and serious amateur fitters primarily in the United States and Canada, with end users also reported in Brazil, Singapore, and other international markets. Revenue is generated through direct-to-consumer e-commerce hardware sales via mitchellgolf.com (price points ranging from ~$17 for accessories to over $3,200 for flagship angle machines), a Certified Pre-Owned refurbished-machines program processed at the Albion facility, and ClubPerformance Schools, a paid training and certification program for club repair and shaft performance specialists. Distribution is anchored in the owned online storefront and a store-locator network that connects buyers with local Mitchell-equipped professionals, supplemented by phone-based inside sales (800-437-1314) and a mobile app on iOS and Android.

Mitchell Golf is privately held with no parent company, no external institutional investment, no funding rounds, and no disclosed financial metrics. The company markets its machines as the "#1 Loft/Lie Machine on Tour Worldwide" and relies on a broad base of independent professional and country-club reference accounts (e.g., Golf Plus since 1995, Miura Golf, Colliers Reserve Country Club) to anchor credibility in a niche where peer and tour reputation drive purchasing.

Name

Mitchell Golf

Legal name

Mitchell Golf Equipment Company

Website

https://mitchellgolf.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Mitchell Golf Equipment Company manufactures precision golf club fitting and repair equipment — including loft/lie angle machines, frequency meters, grip stations, and re-shafting tools — and sells directly through e-commerce to golf repair shops, country clubs, PGA professionals, and amateur fitters in the US, Canada, and select international markets.

Ownership category

akta.pro rank

Product category

Golf Club Repair Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Golf Equipment Repair, Regripping & Customization Services (CRAMAGAK)

akta.pro secondary industries

Golf Grips, Shafts & Components Retail (CRAMAGAJ), Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

Keywords

• Golf club repair equipment
• Loft and lie machines
• Club fitting tools
• Shaft frequency measurement
• Golf repair supplies

Headquarters

HQ city

Albion

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of golf club repair equipment including angle machines, clamps, measurement tools, and accessories. Products are sold at various price points from ~$17 for small tools to $3,200+ for professional angle machines.
2. Refurbished Equipment: Certified pre-owned/refurbished machines sold at reduced prices, processed through their Albion, MI facility.
3. Training Classes: ClubPerformance Schools offering professional training and certification for golf club repair and fitting.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Mitchell Golf Equipment Company manufactures and sells precision golf club fitting and repair equipment, with a core focus on professional-grade loft and lie angle machines under the Steelclub and TourGauge product lines. The offering extends to a comprehensive ecosystem of repair tools, re-gripping and re-shafting equipment, measurement instruments, consumables, training classes, and certified pre-owned refurbished machines. Products are manufactured at the company's Albion, Michigan facility and sold primarily through direct e-commerce.

Product overview

Mitchell Golf Equipment Company is a specialized manufacturer of precision golf club fitting and repair equipment. The company's product portfolio centers on loft and lie angle machines as the core product line, including the Steelclub Signature series and TourGauge Digital series. These precision machines are used by club fitters, golf shops, and PGA professionals for adjusting club specifications. The offering extends to a comprehensive ecosystem of repair tools and accessories including shaft clamps, grip stations, re-gripping tools (grip tape dispensers, grip remover guns), re-shafting equipment (graphite shaft pullers, shaft cutting machines), buffers and sanders, and measurement instruments (loft scales, lie plates, frequency meters, swing weight scales). The company also provides supplies such as solvents, epoxies, lead tape, and offers certified pre-owned refurbished equipment. Mitchell Golf positions its equipment as the industry standard used by professionals worldwide, with a mobile app for customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Steelclub Signature Angle Machine for Irons, Hybrids & Metal Woods

Quantifiable outcome

• Colliers Reserve Country Club achieves $20,000 in annual re-gripping revenue using Mitchell Golf Grip Station
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves1 record

Expansion highlights6 records

Others

• Club Champion: Largest U.S. custom club fitter with a nationwide bay-based fitting studio chain. Functions more as a downstream customer/evangelist for Mitchell's machines in the club-fitter channel, but illustrative of the end-market Mitchell serves.
• Lamkin Grips: Established golf grip brand sold to fitters, OEMs, and retailers. Relevant ecosystem peer — Lamkin grips are installed using Mitchell's re-gripping tooling — but does not directly compete in repair machinery.

Broad incumbents

• True Temper Sports: Largest manufacturer of golf shafts globally, with a broader equipment portfolio spanning steel/graphite shafts and OEM supply. Comparable as a golf-equipment manufacturer serving fitters and OEMs, but at much larger scale and with a focus on shafts rather than repair tooling.
• Golf Pride: Dominant golf grip manufacturer supplying fitters, OEMs, and retailers. An incumbent supplier in the re-gripping/club-build channel that overlaps with Mitchell's customer base and product ecosystem (e.g., Grip Station-driven re-gripping services).
• Project X (True Temper / Project X HZRDUS): Shaft line targeting club fitters and OEMs with performance-positioned shafts. An incumbent equipment supplier in Mitchell's fitter/customer ecosystem, though focused on shafts rather than repair machinery.
• KBS (KBS Golf Shafts): Established golf shaft manufacturer used by club builders and fitters. Adjacent in serving the same club-fitting/custom-build channel as Mitchell, but specialized in shafts rather than repair/fitting machines.

Direct peers

• Hireko Golf: Online-direct retailer and wholesaler of golf clubmaking components, repair tools, and fitting supplies. Operates a similar DTC channel selling clubmaking tools, grips, shafts, and accessories to club fitters and retailers — directly comparable in product mix and customer base to Mitchell Golf.
• GolfWorks: Long-standing retailer of golf clubmaking equipment, components, and instructional content, including shaft pullers, bending machines, and grip stations. Sells to club fitters and pro shops through a similar DTC model and product categories as Mitchell Golf.

Emerging players

• L.A. Golf Shafts: Premium independent shaft brand focused on custom fitting and boutique club builders. Serves the same high-end club-builder channel as Mitchell's measurement and fitting tools, though narrower scope.
• Pure Sports / Pure Custom Golf: Boutique custom club builder offering component-level fittings and built clubs. Sits in Mitchell's addressable club-builder/fitter ecosystem as a customer profile, overlapping with how pro shops and country clubs deploy Mitchell's repair tools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MitchellGolfCo
• YouTubeyoutube.com/user/MitchellGolfCo
• Facebookfacebook.com/MitchellGolfCo
• LinkedInlinkedin.com/company/mitchell-golf-equipment-company
• Instagraminstagram.com/mitchellgolfco

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 Mitchell Golf