Dave Rogenmoser spent a decade building online startups. Now he's building a three-story, 33,000-square-foot private golf and social club in West Lake Hills — and he named it after Alister MacKenzie, because of course he did. Eight Trackman simulator bays, a PuttView putting lab, outdoor short-game greens with Hill Country views, a chef-driven restaurant, wellness studio with sauna and cold plunge, and a pro shop. Michael Hsu is doing the architecture. Membership is application-based with a vetting process — "culture matters more than anything we're building, but we're not exclusive for the sake of being exclusive." Opening late 2026. Waitlist at mackenzieclub.com.

The bucket hat is having its quiet moment on the course — no logos screaming from the crown, no performance fabric monologues on the hang tag. Just a wide brim, some shade, and the vague suggestion that you know what you're doing out there. Manors' Greenskeeper is recycled fabric with a wide brim that matches their jacket. Malbon covers the range from a clean $58 script logo to the reversible Velasco at $88. Students Golf went full boonie with a screen-printed marble camo that shouldn't work but does. And Birds of Condor — the Australian brand that treats golf hats like an art form — brings the Swing Kings reversible, a corduroy Rage, and the Fore Tiger. Four brands, eight hats, zero visors.

Rob Junge designed exactly one shirt, put a hidden tee holder in the chest pocket, and called it a golf brand. The whole operation reads like a greenkeeper who reads design blogs: practical first, considered second, and loud about neither. The mock neck heavyweight work shirt — 17.5 oz cotton, made in LA — is the kind of garment that makes you wonder why anyone ever thought polyester was the answer to anything. The hats come with a pencil holder and an actual pencil, because this is the rare brand that remembers you need to write things down on a golf course. Twelve SKUs total, three categories, zero hype — a catalog so small it fits on a scorecard, which is probably the point.