8AM Golf, a holding company which boasts a stable of premium golf-related brands, has taken a significant equity stake in performance footwear leader PAYNTR Golf.
The investment marks a major milestone in PAYNTR Golf’s evolution while also bolstering its strong growth trajectory since launching in 2021.
PAYNTR Golf’s rapid ascent within the premium golf footwear category has been driven by its biomechanics-led design philosophy, proprietary propulsion technology, and growing presence across green-grass, direct-to-consumer, and leading big-box retail channels in the US, including PGA TOUR Superstore, Dick’s Sporting Goods and Golf Galaxy.
With more than a dozen golf-related companies in its portfolio – including GOLF magazine, True Spec Golf and Muira – 8AM Golf makes investments in high-quality brands that share its focus on enhancing enjoyment of the game for golfers at all levels.
8AM Golf was founded by entrepreneur Howard Milstein as the holding company for his golf businesses. Pop star Justin Timberlake joined 8AM Golf as a partner in 2020 and is now leading creative initiatives across the 8AM portfolio of companies.
“PAYNTR Golf represents everything we look for in a modern golf brand, with its authentic innovation, clear performance benefit and an experienced leadership team deeply rooted in the science of the game,” said Hoyt McGarity, CEO and President of 8AM Golf. “Their commitment to building products around the biomechanics of the golf swing, combined with their impressive traction at retail and on TOUR, makes PAYNTR Golf a natural fit within the 8AM portfolio.
“This investment is our first in the field of golf apparel and footwear,” McGarity added. “It reflects our belief in PAYNTR’s long-term vision, along with their ability to continue to scale globally.”
Since its launch, PAYNTR Golf has established itself as the fastest-growing footwear brands in the game, earning credibility at the highest level of professional golf. The brand’s PGA TOUR ambassador roster includes Jason Day, who also holds an equity stake in PAYNTR Golf, along with Min Woo Lee, Sam Burns and Isaiah Salinda, while elite players such as Justin Rose, Phil Mickelson and Patrick Rodgers have also been seen competing in PAYNTR Golf footwear.
“At its core, PAYNTR Golf was founded to challenge convention by creating footwear that truly enhances how golfers move, generate force and perform on the course,” said Mike Forsey, co-founder and president of PAYNTR Golf. “Partnering with 8AM Golf is a powerful validation of that mission. Their deep understanding of the golf ecosystem, from media and entertainment to equipment and fitting, makes them an ideal strategic partner as we continue to expand our footprint globally and invest in innovation.”
With 8AM Golf, PAYNTR Golf is positioned for its next phase of growth, leveraging the platform’s expansive network across media, equipment, instruction, fitting and experiential golf to amplify brand awareness, Tour presence and global distribution.