In 1990, Rossignol, the world's largest ski manufacturer purchased Cleveland Golf. New high tech products called VAS woods and irons were introduced and sales continued to grow. Corey Pavin won the U.S. Open in 1995 with these products which provided greater awareness of the brand. However, consumers didn't take to the radical look of these products so by the end of 1996 finances were hampered.

Greg Hopkins was chosen as president of Cleveland in 1997 and under his leadership things began to turn around. Product designs returned to the original great looks of classic clubs while incorporating modern technology for enhanced playability and Cleveland began to sponsor world class players like Vijay Singh. Sales skyrocketed to five times the levels of '97 by 2005.

At that time Quiksilver, Inc., a leading surf brand, purchased that assets of Rossignol which included Cleveland Golf. Cleveland remained under their ownership until December of 2007 when SRI Sports, LTD purchased the golf brand. SRI Sports owns and operates several brands around the world which combine to make them the number one club brand and number two ball brand in Japan, as well as having a major presence in Europe and North America. With more than 325 employees in its Huntington Beach, California headquarters, Cleveland Golf has a U.S. sales force of 65, three international affiliates (Japan, Europe and Canada) as well as 26 distributors worldwide. As a sponsor of the Byron Nelson Championship and Cleveland Collegiate Palmetto Championship (University of South Carolina, Aiken) Cleveland Golf is heavily involved in player development with support to junior, collegiate and developmental tour golf. The company is also title sponsor of an annual father-son tournament held at Pebble Beach and the Wee-ko-pa tournament held in Arizona.

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