Keynote Speakers

VP of Advanced Research and Innovation, Titleist.

Dr Alan Hocknell has over 25 years of experience leading Research and Development teams in the golf equipment industry. Currently the VP of Advanced Research and Innovation at Titleist, he leads teams creating new golf knowledge and exploring novel product designs, manufacturing methods and improved performance opportunities. Prior to this, Alan spent 24 years at Callaway Golf, where he held key leadership positions. As the Senior Vice President of Research and Development from 2009 to 2022, he was responsible for shaping research and innovation strategies, implementing new technologies, and overseeing the design and development of compelling products. He has driven technological advancements in measurement capability, computational modelling, product design methods and performance analysis which together have enabled major innovations in golf clubs and balls. He has worked with elite professional golfers and countless amateurs to focus advances in product performance down to the individual. Alan was one of the first PhD graduates of the Sports Technology Research group at Loughborough; since then his extensive experience in executive leadership, strategic decision-making, product innovation and design, have made him a prominent figure in the golf equipment industry.

Executive Director - Chief Technology Officer, R&A

Professor Steve Otto is The R&A’s Executive Director - Chief Technology Officer. In this role he oversees the evaluation and testing of golf equipment, organises research into the fundamental science of golf, together with overseeing the use of technology within The R&A’s work and coordinating the organisation’s work on ranking systems. He is based at The R&A’s state of the art research and testing facility, Allan Robertson House, situated at Kingsbarns.

Both Steve's degrees are in mathematics and he worked at NASA Langley as a Staff Scientist, before becoming a Senior Lecturer in mathematics at the University of Birmingham, where he now holds an honorary chair. He has authored two books, over eighty scientific papers and supervised 20 PhD projects, over half of which have been focussed on golf.

Steve's keynote will be on the subject of 'Science, Technology and Data within Golf'.

Senior Editor-Equipment, Golf Digest 

Mike Stachura is the senior editor of equipment at Golf Digest, the largest circulation golf publication in the world. He has been a member of the staff since 1992, and he has been covering golf equipment and technology as well as the business of golf for more than 30 years. He leads the team that developed and oversees the Hot List, Golf Digest’s annual review of new products from drivers to golf balls. The Hot List, which first appeared in 2004, has been named the most widely read review of new products by golf industry research firm Golf Datatech for 17 consecutive years. In addition, he developed the magazine’s biennial ranking of America’s 100 Best Clubfitters. He also previously has served as the magazine’s travel editor, and has written dozens of instruction stories with some of the most notable figures in golf, including Nick Price, Mark O’Meara, Davis Love III, Butch Harmon, and Dr. Bob Rotella. In 2016, he was named to the International Clubmakers Hall of Fame for his work promoting the benefits of club fitting. He is the author of three books, including Classic American Courses, and Fearless Golf with noted sport psychologist Dr. Gio Valiente. He also has been a frequent guest on Golf Channel and served as a co-host for the annual Golf Digest Equipment Insider special on NBC. He graduated from Washington and Lee University in 1986 with a degree in journalism and philosophy. He worked as the University of Alabama beat writer for the Alabama Journal and the Montgomery Advertiser from 1986-88. He returned to W&L as Sports Information Director from 1988-90, and then as University Editor from 1990-92 before answering an ad in the paper and applying for a job as an assistant editor at Golf Digest. An eternally frustrated 14-handicapper, he knows his best attributes have been his late wife, Kathy, and his two wonderfully grown kids, Annie and Jack.