ORLANDO, Florida (January 25, 2018) -- I have been attending the PGA Show in Florida for as long as Titleist has been sponsoring AmateurGolf.com -- well over ten years. And one of my favorite traditions is kicking things off in the Linda Chapin Auditorium at the Orlando Convention Center, where Titleist hosts hundreds of PGA professionals and industry executives from around the world.

The half hour session is more of a thank you for those ambassadors than a sales pitch. The equipment and golf ball session is brief, and features the new products that everyone is eager to hear about. Highlight reels of the season's victories on worldwide tours were shown -- with Jordan Spieth and Justin Thomas' dramatic victories at the season's final two majors reminding everyone that Titleist is as relevant as ever.

But clearly, the star of the presentation are the PGA members who Titleist has consistently relied on to deliver their message to both public course golfers and private club members. They are the Brand Ambassadors that help grow the game at all levels. Sure, Titleist is happy to see their balls and equipment recommended to golfers, but the ultimate reward is seeing players grow more confident and improve through their relationship with the brand.

Last year, Justin Thomas was interviewed by "The Voice of Golf" -- Jim Nantz. Nantz has been a Titleist Ambassador for twenty years, and it's his silky voice you hear talking about their equipment, perhaps most famously saying "the Pro V1, and Pro V1x." Thomas is a third-generation PGA member who fittingly scored his first major victory just 8 months after appearing before the PGA Merchandise Show audience at the PGA Championship. Like Davis Love, playing in front of a rainbow and thinking of his PGA member father, it was a fitting win.

You may not realize that Adam Scott's father Phil is also a PGA member (in Australia), working at a club called Twin Waters where Adam learned the game and now being involved in course design. While he wasn't at the Titleist presentation in Orlando, the elder Scott was included in the video intro prior to Adam's interview with Jim Nantz.

They discussed the usual stuff, starting with the fact 2018 will be the 5th-year anniversary of Scott's historic Masters win that thrilled every golfer in Australia. (Remember, he famously shouted "Aussie, Aussie, Aussie," after the final putt dropped?)

About that putt, Scott told Nantz he was happy it fell, because the comebacker wasn't going to be any fun at the rate it was traveling. The honor of being the first Masters champion from Australia is something Scott holds dearly.

"We're a proud sporting country and like to think we're the best at everything, like any proud sporting country," Scott said at the time. "Golf is a big sport at home, and this was one thing in golf we hadn't been able to achieve. It's amazing it's my destiny to be the first Aussie to win. Just incredible."

With the birth of his second child last year behind him, and life at home more stable, Scott plans on refocusing on his game for 2018 with his eye on contending in majors, and alongside the likes of the new order of Johnson, Spieth, Rahm, McIlroy, Thomas, and maybe even Woods.

As I said earlier, the presentation wasn't a sales pitch. It doesn't have to be, with a lifelong Titleist Ambassador like Adam Scott in the room, talking about what the brand has meant to him and how well he has been treated by Titleist throughout his career. I have a feeling he's going to be hoisting more than one trophy this year.

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