Company Overview
L.A.B. Golf has rapidly emerged as one of golf’s most innovative putter manufacturers since its founding in 2018. The company’s name stems from its breakthrough Lie Angle Balance (L.A.B.) technology, which revolutionizes putting by eliminating torque and allowing golfers to maintain a square putter face throughout their stroke. This patented technology has garnered attention from both amateur golfers and professional players, among them Adam Scott, Will Zalatoris, Lucas Glover, and Phil Mickelson.
The company’s journey began when founder Sam Hahn, a self-described “putter psycho” with a background in the nightclub and entertainment industry, acquired the assets of the nearly bankrupt Directed Force company. What started as a primarily online business has grown into a significant force in the premium putter market, now employing 150 people at its headquarters, which is uniquely situated on a golf course in Oregon.
Innovation and Technology
At the core of L.A.B. Golf’s success is its proprietary Lie Angle Balance technology. Unlike traditional putters that require the golfer to actively maintain a square face, L.A.B.’s technology naturally keeps the putter face square to the arc throughout the stroke. This innovation builds upon PING founder Karsten Solheim’s breakthrough in perimeter weighting, taking it a step further by addressing twisting during the entire putting stroke, not just at impact.
The company’s commitment to precision is evident in its manufacturing process, where each putter is hand-built by expert craftsmen who must account for multiple variables including head design, length, lie angle, shaft, and grip to achieve proper Lie Angle Balance. This attention to detail has helped establish L.A.B. as a premium brand in the putting category.
Recent Developments
In July 2025, L.A.B. Golf announced a major milestone with a strategic investment from L Catterton, the world’s largest consumer-focused private equity firm. The partnership, reportedly valued at approximately $200 million, will support L.A.B. Golf as it accelerates product innovation, enhances its direct-to-consumer experience, expands retail presence, and grows internationally into new markets.
At the adoption of Zero Torque putters reached a tipping point earlier in 2025, L.A.B Golf bolstered its leadership team with the appointment of former TaylorMade executive Robert Johnson as President. Johnson has over 30 years of experience in the golf industry – scaling global brands and driving growth – and is now helping lead a transformative and disruptive company that’s achieved nearly 18,000% growth since 2018.
Strategic Vision
“We didn’t set out to build a brand—we set out to build a better putter,” says Sam Hahn, Founder and Co-CEO. “That mission struck a chord with golfers who were frustrated with traditional options, and we’ve been blown away by the response. We’re thrilled to have found a partner in L Catterton who shares our vision and values and is equipped to help us continue investing in our business, growing our brand, and creating more happy golfers.”
Hahn emphasizes the company’s commitment to maintaining its core values with the new partnership: “These guys are so brilliant and so experienced and wise enough to know that when you’ve got a beautiful flower, you don’t dig it up and replace it with a bigger flower. You water it, give it plenty of sunlight, stay patient and watch it grow. There will be no significant changes to our operation. The bulk of our manufacturing will remain right here in Creswell (Oregon) and we now have the resources to make the whole operation more efficient, grow the brand internationally, make the product more customizable, and continue on our mission to make putting just a little easier with the highest quality putters possible.”
On the technology that has driven the company’s growth after being greeted by initial skepticism, Hahn notes: “To me, Lie Angle Balance is the most important putter technology in modern history. What it allows a putter to do is stay square to the arc of the putting stroke throughout the entire stroke. With other putters, you have to KEEP the face square. With L.A.B. Golf putters, all you have to do is LET the face stay square. How could that not be easier?”
KEY TAKEAWAYS
L.A.B. Golf has transformed from a startup challenging industry norms to a respected innovator attracting major investment. The company’s July 2025 strategic partnership with L Catterton represents a significant validation of its technology and market position, providing resources for global expansion while maintaining its commitment to quality and innovation. With its unique approach to putter technology validated by tour professionals and backed by scientific principles, plus the support of one of the world’s leading consumer-focused investment firms, L.A.B. Golf is positioned for substantial growth in the premium equipment market. As noted by MyGolfSpy, “L.A.B. isn’t Odyssey or Scotty Cameron but it’s getting harder to ignore.”
