Technology x Motion

Just like ECCO Golf, TrackMan is a family-run Danish company that is revolutionising the sport.

It's not easy to disrupt a sport as traditional as golf, but two Danish companies, ECCO Golf and TrackMan, have done just that with their innovative technologies and products. "Denmark is a small country, so it's pretty amazing to have two Danish companies making such a big, global impact on the sport," says Klaus Eldrup-Jørgensen, the CEO of TrackMan.

Just as ECCO Golf has changed the shoes that people wear on and off the course by introducing radical hybrid soles, TrackMan has revolutionised the sport with its three-dimensional ball measurement technology. Adapting technology that was originally developed by the military for tracking rockets and missiles, TrackMan has established itself as a world leader in ball flight and club data measurement. Founded in 2003, the company has forced the sport to rethink and rewrite the ball flight laws, while improving the knowledge and understanding of the golf swing. More than 90 per cent of the world's leading players, including the likes of Tiger Woods and Rory McIlroy, use TrackMan to assess and improve their game.

"Now more than 800 touring pros are using TrackMan, and it's very satisfying to know we are helping so many golfers," says Eldrup-Jørgensen, a former Danish junior champion.


"It's pretty amazing to have two Danish companies making such a big impact on the world of sport."

Klaus Eldrup-Jørgensen, CEO of TRACKMAN

In addition to both being a Danish, family-owned business that is completely immersed in the sport, ECCO Golf and TrackMan are united by their progressive cultures of always wanting to experiment and innovate. "Both companies are extremely innovative," says Eldrup-Jørgensen.

"Almost half of our staff are involved with product development, so we are extremely focused on research and development. We are in the triangle of technology, sport and data, and there's a lot going on — you must constantly put yourself at the forefront. If you're not, you're going to be left behind. This sounds dramatic but you must reinvent your company every five to ten years. The time has passed when companies could survive for generations based on one idea. That's not going to work anymore."

If ECCO Golf and TrackMan have anything to do with it, Denmark will continue to revolutionise golf for years to come.