Golf media brand Today’s Golfer has appointed Lewis Daff as Equipment Editor, with the experienced club fitter and journalist taking responsibility for the brand’s gear coverage across print, digital, video and social.
Daff joined Today’s Golfer as an equipment writer in 2024, bringing with him almost 12 years of experience in golf retail, working across both big-box retailers and independent stores as a club fitter and builder.
During that time, he worked with golfers of every level, from complete beginners to professionals, and achieved Master Fitter and Builder status with major manufacturers, including Mizuno, TaylorMade and Callaway.
That background has given the 32-year-old a broad and deep knowledge of golf equipment, from club design, fitting and construction to shafts, grips and launch monitor data, and has proved invaluable since his move into golf media.
Since joining Today’s Golfer, Daff has assumed responsibility for the majority of the brand’s key annual equipment tests, including drivers, fairway woods and irons, while establishing strong relationships with manufacturers and prominent figures throughout the golf industry.
As Equipment Editor, he will now lead all of Today’s Golfer’s equipment coverage across todays-golfer.com, YouTube and the brand’s social channels, although his specialist areas will continue to include golf clubs, shafts, launch monitors, grips and distance-measuring devices.
“There are some exceptionally talented and knowledgeable journalists working in the golf equipment space, but I genuinely don’t believe I’ve ever come across anyone with the depth of knowledge, understanding and passion for the subject that Lewis has,” said Rob Jerram, Today’s Golfer’s Digital Editor. “He’s encyclopaedic when it comes to the history of golf equipment and has a fantastic vision and drive for how we can continue to lead when it comes to reviews and testing.
“He also has an incredible work ethic, and the speed at which he’s progressed as a journalist since moving into the media side of the golf industry is testament to his attitude, dedication and talent. He’s thoroughly deserving of this opportunity and I’m incredibly excited to see what he does with it.”
Today’s Golfer Editor Chris Jones added: “Lewis is one of the most knowledgeable golf equipment journalistsin the world and his appointment strengthens one of Today’s Golfer’s core propositions: helping golfers understand equipment and choose the best products for their game. His knowledge, experience and enthusiasm for the subject are exceptional, and I’m hugely excited about what he’ll bring to the role.”
Daff said he “couldn’t be more excited” to be given the opportunity to lead the equipment team and strategy.
“I’d always known TG for the attention to detail that goes into its equipment testing, even before I joined the brand, so I’m delighted to have the opportunity to head up that work and help take it forward. Having spent years listening first-hand to golfers in the fitting bay, I want to bring that experience together with the precision and detail of our testing to produce equipment coverage that genuinely helps our readers and viewers make better decisions about what they put in the bag.”
Daff’s promotion comes as Alex Lodge moves into freelance journalism following the launch of his new creative business, Magni Media.
Lodge joined Today’s Golfer in January 2025 and will remain a regular contributor to the brand, working alongside Daff and the wider team on equipment testing and reviews, as well as the creation and presentation of video and social content.
“We’re delighted that Alex will remain a big part of what we do,” added Jerram. “He’s been a breath of fresh air since joining us and is another of the most respected and talented equipment journalists and creators out there. He’ll continue to play a key role supporting Lewis and the rest of the team as we continue to grow our equipment coverage.”