HUNTINGTON BEACH, Calif., Nov. 17, 2025 – Dunlop Sports Americas (DSA) is proud to announce the addition of Bill Price, PGA, as its new Director of Fitting. Price will spearhead the fitting strategy and innovation across the company’s family of brands including Srixon, Cleveland Golf, and XXIO.
Bill’s reputation in the fitting world speaks for itself and having him join our team sends a strong message. His leadership and forward-thinking approach align perfectly with our vision to elevate the brand’s fitting presence and deliver a best-in-class experience for our consumers that reflects the same innovation and performance that’s found in our products.
Scott Carlyle, Global Marketing and Business Development Officer
In his new role, Price will lead Dunlop Sports Americas fitting strategy, driving initiatives in advanced fitting technologies, software development, and fitter education. He will also oversee efforts to elevate the fitting experience by expanding the brand’s presence to serve not only the best players in the world, but golfers of all skill levels through data-driven, performance-focused solutions.
A PGA of America member and highly respected figure in the golf fitting industry for more than 25 years, Price brings a proven track record of developing and implementing comprehensive fitting programs with a leading manufacturer to deliver world-class fitting experiences. Joining DSA from a major competitor, his hiring marks a significant step forward for the company and reinforces their commitment to listening to consumers and delivering a more personalized, data-driven approach to the brand’s equipment performance.
In the near term, Price will focus on enhancing Srixon’s fitting infrastructure, while establishing a multi-year fitting roadmap designed to keep the brand at the forefront of innovation and player insight. Srixon is making a concerted push to establish itself as the leader in iron performance, technology, and innovation, while doubling down on their reputation of precision craftsmanship and tour validated performance.
Srixon’s Irons have seen strong global momentum, trusted by their Tour staff as well as professionals not under contract, and a growing base of avid golfers who recognize the brand’s precision and performance. Through expanded fitting access and new product development guided by real player feedback, Srixon aims to make personalized performance more accessible than ever before.
Joining Dunlop Sports Americas at a time of such incredible momentum feels like the perfect next chapter. The Srixon, Cleveland Golf, and XXIO brands are all pushing boundaries in performance and technology, and I’m eager to build on that success by enhancing our fitting programs and helping golfers experience the full performance potential of these products.
Bill Price, Director of Fitting
Following a Tour season that has delivered 45 global victories and a surging demand for Srixon Irons among professionals and amateurs worldwide, Price’s hiring comes during a period of unprecedented momentum. As he steps into his new role, Price is poised to make a significant impact in upcoming product launches and fitting initiatives and will represent the brand at major golf industry events, including the 2026 PGA Show in Orlando, Florida.
With a renewed focus on fitting and player performance, Dunlop Sports Americas is advancing its position as a leader in technology, innovation, and precision craftsmanship, strengthening its commitment to helping golfers at every level play their best.
