Proven mental approach provides key to superior focus on every shot
COVINGTON, Ga. – (January 23, 2024) – Bridgestone Golf, the #1 Ball-Fitter in Golf, today introduced MINDSET, a proprietary visual technology available on all four of the 2024 TOUR B Series golf balls. The MINDSET process was created by BRIDGESTONE GOLF staffer Jason Day and his long-time mental coach, Jason Goldsmith, and consists of three easy steps that have been critical to Day’s success for the better part of a decade.

“Jason Goldsmith and I worked together to develop a pre-shot system that went beyond the simple visualization I did when I was a kid,” said Day. “He understood how critical pre-shot visualization was to my game, but also knew I needed a more structured, complete routine. Now Bridgestone has made The MINDSET process available to all golfers, which is going to be a game changer for a lot of people.”

The process consists of three simple steps that work with the MINDSET graphic: IDENTIFY, VISUALIZE, FOCUS. The first step, in which players look at the outer, red circle of the MINDSET graphic, involves making critical decisions regarding the upcoming shot. This step requires the player to IDENTIFY the target and gather information regarding distance, wind conditions, club selection, and shot shape. Once these decisions have been made, the inner yellow circle prompts the player to move to step two, which is to VISUALIZE the shot path. This step is about connecting to the target and includes visualizing the shot to the target. In the final step, the green dot prompts full FOCUS on execution. As everyone knows, green means “go,” and focusing on the green dot enables the golfer to clear their mind of all thoughts and swing away with confidence.

“With all athletes there is a struggle to separate analytic thought from athletic performance,” said Jason Goldsmith, performance coach. “The analytical piece is important for shot preparation and calculation, but it is equally important to engage the creative aspects of your brain to allow your inner athlete the freedom to perform.”

Bridgestone has a long history of golf ball innovations dating back to their first model in 1935, and has historically led the industry in polymer science and golf ball construction breakthroughs. With MINDSET, Bridgestone has set out to enhance the performance of the TOUR B golf ball by giving players the tools and skills to actually play better.

“The MINDSET process allows anyone to do what all professional and high-level players do, which is to utilize a pre-shot routine that gives them the focus they need to perform at their best,” said Elliot Mellow, golf ball marketing manager. “When we started developing the pattern, we knew it needed to have a flow and a purpose to it. After some experimentation we came to the current MINDSET pattern with three different colored circles that provide a natural progression through the process. With feedback from Jason Goldsmith, validation from Jason Day, and extensive scientific consumer testing, we are confident that we’ve developed a product that will help all golfers play better.”

Prior to the MINDSET pattern, BRIDGESTONE GOLF has never followed the trend of printing designs on the exterior of any golf ball models for the purpose of decoration. However, the MINDSET pattern is designed to be used for more purposeful shot execution and improved focus off the tee and on the green.

“We have always believed that the only reason to sell printed golf balls was if it provided added value to consumers,” said Dan Murphy, President of Bridgestone Golf. “MINDSET is our first foray into the printed category and it is designed to legitimately help players improve their focus and play better golf. We’re proud of this innovation and know it will benefit players of all ability levels.”

Though Jason Day has been working on the MINDSET process with his mental coach for years he began officially playing the ’24 TOUR B X with the MINDSET pattern at The Sentry tournament in Hawaii and will be playing it exclusively for the foreseeable future. Bridgestone’s new MINDSET technology will be available at retail on all four new 2024 TOUR B golf balls (X, XS, RX, and RXS) on February 16, 2024, for the same price ($49.99) as the standard TOUR B models. For help selecting which TOUR B model is the right ball for them, consumers should visit to use Bridgestone’s online golf ball selection tool.

About Bridgestone Golf
Based in Covington, GA, Bridgestone Golf USA manufactures premium golf balls, clubs and accessories under the Bridgestone and Precept brands. The company started making golf balls in 1935 and today has more golf ball design patents than any other company. Beginning in 2006, Bridgestone revolutionized golf ball selection with its custom ball-fitting program, identifying a golfer’s ideal golf ball based on personal swing characteristics. Today, as the #1 Ball-Fitter in Golf, Bridgestone has conducted over four million fittings via a combination of live-fitting, online selection, OTTO Autonomous Ball Fitting, and its V-FIT video ball fitting. The consumer data gathered from ball-fitting continues to inspire Bridgestone’s innovative new golf ball designs, yielding industry-leading performance products for the entire range of players, from recreational golfers to the best in the world. Bridgestone Golf is proudly represented on international professional tours by icons such as Tiger Woods, Fred Couples, Matt Kuchar, Jason Day, and Chris Gotterup. Bridgestone Golf USA is a wholly-owned subsidiary of Bridgestone Sports Co. Ltd., headquartered in Tokyo. More information: