Heat Drives Demand: 84% of Golfers Want Cooling Tech in Apparel

SAN FRANCISCO, CA – January 19, 2026 – As the golf world turns its attention to the upcoming PGA Show in Orlando, a new study reveals a powerful undercurrent shaping the future of the sport's apparel: a resounding demand for relief from the heat. A survey conducted by The Harris Poll on behalf of materials science company LifeLabs found that an overwhelming 84% of golfers would be more likely to choose an apparel brand that integrates cooling technology into its fabrics.

The findings, released today, paint a clear picture of heat as a significant barrier to both performance and enjoyment on the course. With the global golf apparel market valued at over $2.8 billion and projected to grow, this data signals a pivotal opportunity for innovation in a segment where comfort is becoming synonymous with competitive advantage.

The Performance Penalty of Heat

For many golfers, a hot day on the links is more than a minor inconvenience—it's a performance killer. The Harris Poll research quantifies this sentiment, revealing that nearly three-quarters (73%) of golfers report that very warm weather negatively affects their game. For a significant portion of this group, 22%, the impact is described as major.

The consequences extend beyond a few missed putts. The study found that 68% of golfers would likely take a break or abandon a round entirely if they felt too hot, cutting short time spent on the sport they love. This direct link between temperature and participation underscores a critical challenge for an industry reliant on keeping players on the course.

"Golfers are clearly telling us that comfort and performance go hand-in-hand, and that heat can be the difference between finishing strong and cutting a round short," said Mya Franklin, Director of North America Business Operations at LifeLabs, in the company's press release. The data suggests that traditional moisture-wicking fabrics, while helpful, may no longer be enough to meet the expectations of modern athletes facing rising temperatures.

A Scientific Solution from Stanford

In response to this demand, LifeLabs is introducing a technology that moves beyond managing sweat to directly address body heat. The company's CoolLife® technology is based on pioneering research from Stanford University, creating what it calls the world's first and only "thermally transparent" textile.

Unlike conventional fabrics that trap a significant amount of the body's infrared radiation, CoolLife is engineered from a globally patented nanoporous polyethylene (nanoPE) polymer. This unique structure, developed in the labs of LifeLabs co-founder and Stanford materials scientist Professor Yi Cui, allows body heat to pass directly through the fabric. The result is a permanent, continuous cooling effect that LifeLabs claims can reduce the fabric's surface temperature by 2°C (3.6°F), providing an instant and lasting sense of relief.

This mechanism represents a fundamental shift from the cooling technologies offered by major sportswear brands like Nike, Adidas, and Under Armour, which primarily focus on moisture management—wicking sweat away from the skin to create a cooling sensation through evaporation. While effective, LifeLabs' approach targets the other 50% of body heat loss: thermal radiation. Foundational Stanford research published in 2016 indicated that nanoPE could keep a person nearly 4 degrees Fahrenheit cooler than cotton, validating the scientific premise behind the technology.

Tapping into a Multi-Billion Dollar Market

The timing for such an innovation appears ideal. The golf apparel market is not only large but also increasingly sophisticated. North America holds the largest market share, with revenues estimated at $2.2 billion in 2023, and a growing number of the 45 million Americans who played golf last year are seeking apparel that blends performance, style, and technology.

LifeLabs is pursuing a business-to-business (B2B) strategy, aiming to become a key ingredient supplier for established apparel brands rather than launching its own consumer line. By offering CoolLife as a textile platform that can be integrated into existing design and manufacturing processes, the company seeks to empower brands to meet the demonstrated consumer demand for cooling. The company's strategic decision to schedule meetings at the PGA Show, the industry's largest global event, signals a focused effort to embed its technology within the core of the golf market.

"CoolLife isn't a marketing buzzword, it's a fabric performance platform that manages heat, enabling golfers to be comfortable for 9, 18 or 36 holes," explained Jordi Beneyto-Ferre, LifeLabs' director of Textile Innovation and Sustainability. "Our goal is to work with brand partners to translate thermoregulating science into golf-ready materials."

The Sustainable and Competitive Edge

In a competitive landscape dominated by established technologies like Under Armour's Iso-Chill and Adidas' HEAT.RDY, LifeLabs is also highlighting a key differentiator: sustainability. According to the company, its CoolLife yarn delivers a more favorable environmental impact rating on the Material Sustainability Index (MSI) compared to many conventional synthetic, man-made, and natural fibers. This positions the technology to appeal not only to performance-driven athletes but also to an increasingly eco-conscious consumer base and the brands that serve them.

As the industry converges in Orlando, the conversation will undoubtedly include the search for the next big innovation. With clear data demonstrating a market hungry for a solution to a universal problem, the introduction of a scientifically-backed, thermally transparent textile could represent a significant leap forward. For the millions of golfers who have felt their performance drop as the temperature rises, this new wave of material science offers the promise of cooler, more comfortable rounds ahead.