GBN talks to Stephen Riley, the founder and chief executive of PRG, the leading bespoke golf accessories company, about how the business has developed over the last 20 years and looks at the innovations and partnerships that are helping to drive the company forward.

GBN: As a fully qualified PGA Professional you had harboured hopes of playing on tour, but did you always think you had an eye and a brain for business?

Stephen Riley: Absolutely. While I was fully committed to a playing career in my early years, I always had a natural curiosity for the business side of the game — how brands were built, how products were made, and what truly resonated with players and retailers. I think being around club pros and pro shops gave me a unique commercial perspective. The idea of building something from the ground up always appealed to me, even if I didn’t realise it right away. 

PRG celebrates 20 years next year. It has been a long road, but what was the single biggest moment for you and the business? 

There have been several defining moments over the last two decades but seeing our products on display at our first Ryder Cup – Hazeltine in 2016 – being used by some of the game’s biggest names and stars was definitely one that stands out. It was a validation of everything we’d worked toward — design, quality and reputation. It made me realise PRG had gone from a concept to a respected global brand.

PRG has been producing a range of officially licensed accessories for the Ryder Cup since 2016

How did the Ryder Cup partnership come about – do you remember that first call?

I remember it vividly. It started as a conversation about custom products for a specific event and quickly grew into a deeper opportunity. The Ryder Cup is golf’s most iconic team event, so to be trusted with representing that history in our products was a real honour. It felt like a turning point — not just for brand exposure, but for what it meant in terms of recognition for PRG within the industry.

What are the biggest challenges in the bespoke accessory market?

Speed and scale without compromising quality — that’s the biggest balancing act. Customers want bespoke accessories faster than ever, often in small runs, but they still expect premium craftsmanship. The market is also becoming more crowded, so innovation and quality are key. We’ve spent years building a trusted supply chain and creative team that allows us to meet those demands without cutting any corners.

PRG’s accessories have both a functional purpose and artistic flair, turning clubhead covers into personal mementos and collector’s items

What is helping to make your products stand out from the competition?

Right now, it’s the elevation of materials and finish. From our VANTO Leather collections to intricate Kinsale metal designs, we’re always blurring the lines between performance accessories and collector-worthy pieces.
It’s exciting to see how far we can push the boundaries of design while still keeping it functional for golfers. Our customers are more design-aware than ever, and that pushes us to elevate our products and applications wherever possible. 
Our new Originals range also offers some of the most exciting designs we have ever done, and more and more people are looking to bring their golf bag to life with expressive accessories. Our products offer golfers that opportunity to show their individuality. At the same time, they are treasured mementos.     

As well as partnering with events such as the Ryder Cup and the Major Championships, you also work directly with golf clubs and resorts. How did that side of the business first get off the ground?

That was in 2006, and I remember it very well. My mum had left Titleist and was working in distribution with Champ and Golf Pride. I started to help. We were doing various accessories, but nothing was customised. That was when I saw a gap in the market. The first call I made was to Kevan Whitson, the head pro at Royal County Down. I left the shop with an order for 18 customised head covers. I was thrilled. That’s how it all began. Twenty years later and we are currently working over 7,000 golf clubs and resorts around the world.

You are in the process of moving into your US headquarters near Carlsbad in California. How important is that location for the growth of the business?

Carlsbad is the epicentre of the golf industry in the US. With the new facility, which includes offices, a warehouse and a showroom, we’re enhancing our ability to deliver premium products and custom accessories to our clients with even greater efficiency. We now have a physical location for many of the game’s biggest brands to come and experience, first-hand, the top craftsmanship of our entire range of products.

PRG’s Originals range allows golfers to express their individuality and personality

Can you identify any part of your business philosophy that has been key to your success?

We are where we are because we have a people and family-orientated ethos. It is always about the people – it is about their character. We have a very talented team working at PRG, who care deeply about the product and the history and values of the company. They are invested in what we do and what they do, and they want to grow with the business. 

What does the future hold for PRG and the bespoke accessories market?

As we continue to grow the business and work with a greater number of resorts and professional events, including the Major Championships, we’re investing more in our team. September also marks the fifth time that we have partnered with the Ryder Cup. These are exciting times for the business and it shows that there is a huge demand for bespoke accessories. 

For more details, visit www.prg-golf.com