Recovery technology brand Therabody has been announced as a new principal partner of the Professional Golfers' Association.
Through the agreement, Therabody will benefit from marketing opportunities and marketing reach to PGA members and the wider golfing community around the world.
For its part, Therabody will provide PGA members with access to educational content about wellness technology and how it can be used as part of recovery routines via the new PGA Learn digital platform, as well as to the Therabody University educational service.
In addition, members wishing to stock Therabody products in their golf shops will have access to support and training to help educate prospective buyers and to optimise sales.
The brand joins The Belfry, Coca-Cola, FootJoy, Gleneagles, Glenmuir, Golfbreaks.com, GreenClub, Ping, St James's Place and Titleist as the other top-tier principal partners to the PGA.
Therabody already has a presence in the sport, with US golfer Collin Morikawa an ambassador to the brand.
Others individual ambassadors from other sports include soccer’s Cristiano Ronaldo and tennis’ Maria Sharapova, while league and team ambassadors include Australian rules football’s AFL, the National Rugby League in Australia and New Zealand, Formula 1 motor racing’s Red Bull Racing and soccer’s Arsenal and AC Milan.
David Adams, head of commercial partnerships at the PGA, said: “One of the association’s key missions is to improve the personal and professional lives of our members and, as a market leader in health and wellbeing, Therabody aligns with those values and our ambitions.
“We look forward to introducing and educating PGA members and golfers of all ages and abilities about the benefits of Therabody products and how golf can improve their health.”
Dr. Jason Wersland, founder and chief wellness officer of Therabody, added: “As an avid golfer myself, I understand the importance of incorporating moments to wake up the muscles and increase blood flow before and during rounds, and to relax the body after a long day on the course.
"I look forward to showing PGA members the ways they can use our products to help improve every aspect of their golf game and overall wellness.”