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Opinion & Analysis

Tales from the Caddy Den — Part 1

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By Chase Penelli

GolfWRX Contributor

The stereo sounds that make their way through the thin pan glass of what people these days like to describe, “mid-century modern.” The cracks and pops from my feet as they meet the ground for the first time since the nights slumber. The eerie sounds of night, mornings typical pleasantries create an orchestral sound of those bumps in the night, hungry sparrows and sprinkler heads. I am ready, its time to get going.

Walking out the door I hulked down the traditional morning faire, a Nature Valley bar. I stepped off the front porch and nearly slipped on the fresh dew that coated the stone pathway, on top of that, was blinded by its reflective nature against the grass. Inhaling the crisp heavy air, I took one step forward down the street in my grass stained athletic shoes.

Turning the corner on Country Club Lane, catching a glimpse of the clubhouse, a smile came across my face. It is the day that I finally get that loop that everyone talks about for years to come. That guest of a member, full of great stories, phenomenal ball striker, just an all-around pleasure. A feeling that is so good you even forget about the tip, a round that feels like minutes.

Walking up toward the clubhouse was a chore, the pitch on the road grew exponentially to the point you could swear you were climbing the north face of Everest. I made it. Slightly breathless, I walked into the den. No one dare touch MY customary spot on one of the benches in back.

These benches had so many layers of a high lacquer forest green it made it hard to sit or lay without sliding off. This did make for quite an entertaining morning. Sitting where I did afforded me the ability to watch some of the older caddies stumble in from a restless night. A powerful thud sounded as they landed on the bench, generally the one as close as possible and within minutes… asleep. Not long after, they always seemed to find themselves woken by the carpeted concrete floor. Once they hit the floor they generally would forgo the bench, keeping them “grounded.”

I made sure to position myself where I couldn’t ever see the clock. They put a huge one in the den — it must have been some sick joke from the members. This clock was enormous, disproportional to the space. Anyone standing next to it always looked insignificant and on top of that it made a “tick” and “tock” sound. Since it was so big in such a small space sounded like a stereo that only made two sounds. There was no way around not hearing it. I have heard stories of people losing it; keep calm and “tick” “tock.”

I learned to think of it as a metronome; I mean, if I have to hear it all morning why not make it benefit my game? Closing my eyes, I would envision my putting stroke, back, forth, back, forth, back, and forth. It was the only way to survive!

They must have had some sympathy; I mean we did have a television to torment us with fuzzy pictures of places that we dreamed about… Pebble, Stadium Course, Andrews, Augusta, Augusta, AUGUSTA. Our eyes widened, hearts pumped, and emotions ran. No one dare sit in front of the TV. Most would keep it cool and watch from their respective territory. Since this was a civil establishment, they didn’t allow volume. It broke us down but our “in door” voices were like the perfect breeze on a course, not enough where it could be heard but certainly felt.

The rays from the sun are starting to creep through the windows, which told a veteran like me that it was close to 7:15 a.m. It should not be that much longer… My time was fast approaching. A rush of ides started to formulate in my head, which raised my blood pressure and energy level. I peaked out the window. My eyes dilated adjusting to the full onslaught of the sun. The early rounds well underway I saw groups of men getting ready to tackle the challenges of grass, water, and sand. This excited me — today was my day. On this day, a new chapter will be added to the impressive list of caddy lore. Praise, jealousy, and many other emotions will run throughout the inner-circle that is our caddy den.

Click here for more discussion in the “General Golf Talk” forum.

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Equipment

Coming out of the haze: What to expect from the OEMs in the second half of 2020

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As we slowly come out of the lockdown haze, it’s going to be interesting to see which OEMs are primed to come out swinging. From where I sit, there are a few companies that either kept the foot on the pedal or found new ways to interact with the masses. I have been tracking the major companies for different reasons, and I am optimistic on most fronts. Now, it needs to be said that everyone has been keeping the respective momentum going in their own ways—this has been a challenge for everyone, so this analysis is simply a commentary on what may come in the second half of the year.

Many good folks were either furloughed or laid off during this lockdown—that’s where we all lost. It needs to be acknowledged that we are talking about golf here, but the underlying reality of this is still devastating. I so look forward to getting into the trenches with these folks again either back where they were or at new companies.

TaylorMade became educators…and kicked off live golf again

Big giant club company or big giant marketing machine…it doesn’t matter what you label them as. TaylorMade Golf, in my opinion, turned the heartbreak of stalling one of the biggest first quarters in company history into an opportunity to start talking…and teaching. With the help of the tour team and TM athletes, TaylorMade focused hard on talking to us all during the lockdown. With multiple initiatives through social media, the Driving Relief event, and the tour staff engaging way more than usual. I believe TM created a runway to start moving quickly once stores and pro shops open up again.

Let’s face it, with the social media presence, the most robust tour staff maybe ever, and the driver everyone seems to have reserved for the top big stick of 2020, what’s not to be confident about? On the flip side, a company that big could have really taken it on the chin hard, but how they handled the lockdown—from my chair—was fun to watch and will ultimately ensure a quick restart. There is something to be said about having guys like Trottie, Adrian, and Hause in the fold informing and keeping things fun.

Rumor has it new irons are dropping in the fall/winter, which could spell two awesome bookends to a bittersweet 2020.

PXG leaned in

Why online sales for all OEMs spiked is no mystery. Boredom, desire, and a credit card are keys to any great online buying experience, but PXG made certain that if you were not a buyer previously, you may be now.

The price tag has always been a key topic with Bob Parsons’ Scottsdale-based company. It’s no secret that the clubs aren’t cheap, but during this lockdown, they did multiple strategic initiatives to not only crank up direct-to-consumer buying but also expand the PXG conversation into different areas, namely fashion.

Price cuts across the board started early and, rumor has it, enabled PXG to achieve sales numbers unlike any other period in the company’s short history. Yes, cutting prices helps unit sales, but in the case of PXG, it brought in the club customer that ordinarily shied away from PXG for financial reasons and ultimately made them buyers. That’s where PXG seems to shine, once they finally get you in, they are very effective at keeping you in the family. Mercedes-Benz AMG is like that: once you have had a taste of the Kool-Aid, it’s hard to go back to Hawaiian Punch.

In addition to the aggressive price-cutting, PXG fashion, spearheaded by President Renee Parsons, launched a new collection that is designed and manufactured by PXG. Fashion in times like these is always a risk from a financial standpoint, but this launch has been on the calendar since the BOY and the current lockdown did not disrupt that. It speaks to the confidence that Bob and Renee have in what they are doing. Now, is it a guarantee that PXG garments will fly off the shelves? No. but that’s not the point, it’s the fact that this current climate didn’t scare them into pivoting or holding off.

Point to this pick is PXG looks healthy coming out of this and it was possible to believe that perhaps this would have taken a toll on the custom fit brand. There is even a commercial produced during lockdown to attract even more club builders to the fold. Not normal behavior in times like these, but is anything that PXG does normal? No, and that’s what makes them fun to talk about.

The company also released its Essential Facemask with 50 percent of proceeds going to Team Rubicon.

Ping was quiet…but don’t be fooled

Yes, they did some rare social media engagements with Kenton Oates and the tour staff, which were fantastic. But the real magic here was the quiet way in which Ping slipped into 2020 and the mystery they have in hand and what’s to come next.

There hasn’t been really any new Ping product in a good while, and I anticipate a big winter for the Solheim crew. Sometimes, silence is golden and from what I can gather, what Ping has coming in irons and woods will be yet again a launch that gets people talking.

Ping from a business standpoint is a company that gets one percent better every year. Never any dramatic shifts in strategy or product. It’s always good, it’s always high-performance, and it’s always in the “best of” category across the board.

Watch out for them over the next six to nine months…a storm is brewing. A good one.

Cobra introduced the “Rickie iron”

Cobra Rev 33 Irons

Compared to 2019 and the runaway success that was the F9 driver, Cobra Golf seemed to cruise along in the first quarter of 2020. The SpeedZone metal wood line was an improvement tech-wise from the F9 but seemed to get lost in the driver launch shuffle with an earlier release—and frankly everyone in the industry took a back seat to TaylorMade’s SIM.

It’s not placing one stick over the other actually, I have been very vocal about my affections for both, it’s just some years, the story around a club can generate excitement, and if the club is exceptional, boom. Cobra was that cool kid in 2019.

What Cobra decided to do in the downtime is slowly tease and taunt with a “Rickie Fowler” iron. Players blades aren’t typically the driving element of any business model, but what Cobra did was introduce to a beautiful yet completely authentic forging that will not only get the gear heads going nuts but also entice the better players to start looking at Cobra as a serious better players iron company. No small feat.

Point is, Cobra has generated buzz. It helped that Rickie’s performance at Seminole was just short of a precision clinic. Beyond the Rev 33, its rumored Cobra has a new players CB coming and some MIM wedges.

It should be an exciting last half for the Cobra crew.

The Titleist train chugged on

I mean, what else is there to say about Titleist? They are as American as apple pie, have a stranglehold on multiple tour and retail categories, and one of the best front offices in golf. The company is a well-oiled machine.

So what do I expect from them in the last half? Well pretty much what I would expect on any other year, solid player-driven equipment. A metal wood launch is coming, the SM8 was a huge hit in stores and on tour, and the ball portion is the biggest 800-pound gorilla in golf.

It was also nice to see a little more social media interaction beyond the traditional. Aaron Dill has been very active on the social media front and a good portion of the tour staff, namely Poulter, JT, and Homa were proactive in engagement. Might seem trivial to some, but specifically, Titleist and Ping are not super active in the organic interaction game, so it was nice to see both companies dive into the fold.

Cleveland/Srixon should have a lot to look forward to

Let’s be honest here, 2019 was a quiet year overall for Srixon. Shane Lowry won The Open, but in the golf mainstream it was a leap year for them in regards to any launches. The anticipation from me personally of what is to come is quite strong. I adore the irons. I have yet to meet one I didn’t love, and fitters across the country will speak to that in sales. The Srixon iron line has become a popular yet-sort-of-cult-classic among fitters and gearheads and rightly so. They are phenomenal.

The recently teased picture of the new driver on the USGA site more or less teased us of what is to come for the overall line. New Cleveland wedges are coming shortly and the golf ball has always been a solid component to the Huntington Beach company.

As much as anyone in the market, I believe Srixon could finish the year with some serious momentum going into 2021. The irons and ball have always been firestarters. My only wish for them, selfishly, is a more aggressive tour strategy in regards to landing one of the perennial top 10. It seems like a dumb thought, but I have always felt Cleveland/Srixon was always a serious hitter that at times seems to get lost in the conversation. Having a big gun on staff or a couple of them will remedy that quickly.

Callaway has an eye on big things for the golf ball

Callaway, a company that seems to do it all well, was actually a bit quiet since the lockdown started. After a solid release of the Mavrik line and some momentum in the golf ball area, I’m sure this lockdown probably felt like a kick to the shin.

However, this company is shifting in a good way. The idea that they were a golf club company that happened to make golf balls is slowly turning into a company with multiple major components that stand alone. TaylorMade is on a similar shift, and honestly it’s very interesting to watch. Do I think that anyone will ever catch Titleist in the ball category? No, I don’t. All of these mentioned golf balls are ridiculously good, but 75 years of trust and loyalty are hard to compete with. But that’s not the point, Callaway is a monster company that takes the golf ball conversation very seriously, and I believe this will serve them very well coming out of this craziness and help the momentum going into 2021.

 

 

 

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On Spec

On Spec: Is testing clubs bad for your game? Plus listener questions

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In this episode of On Spec, host Ryan talks about the Match Part 2 and then goes into a discussion about whether testing clubs is detrimental to your golf game or not.

After that, it’s time for the ever-popular listener questions to finish off the show.

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Opinion & Analysis

Is 2020 golf’s big chance?

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At the present moment, when discussing the game of golf, I use the word “opportunity” with great caution and understanding that golf is the least of many people’s worries in 2020. With that in mind, just like other industries around the world, there are millions of people both directly and indirectly who make their living working around golf, along with countless more that enjoy playing it for any number of reasons.

Outside of the four major championships, golf is generally a fringe sport that takes a viewership backseat to other team sports like basketball, football, and baseball. But as the only game in town, this past weekend golf brought in a lot of casual fans who don’t normally watch it. The TaylorMade Driving Relief charity skins game to benefit COVID-19 frontline workers featured some of the world’s top-ranked golfers, including World No. 1 Rory McIlroy, carrying their own clubs, getting their own yardages and playing in shorts—exactly how the majority of golfers enjoy the game.

It made the golf look and feel so much more approachable to the casual fans that normally tune in to see professionals debate over yardage with a caddy dressed in a white jumpsuit while patrons quietly murmur amongst themselves (in the case of the Masters).

If “watercooler” sports talk is the way we measure the success of a sporting event, then the skins game was a triumph.

The news sports landscape

Golf is in a unique position since it is one of the few sports that can currently be played with modified physical distancing measures in place. Golf is played outside, in small groups, and allows for players of all abilities to enjoy the game, and this is where the opportunity lies.

People want to be outside, get exercise, and spend time with their friends, and golf is the one game that offers all three of those—along with the ability to fill a competitive void left from the current absence of recreational team sports.

The proof that more people have already made this conclusion can be felt around the industry

  • Pushcart sales have been so unprecedented, many companies have been sold out for weeks.
  • As golf has been regulated to open within the United States, Canada, and the UK tee sheets have been loaded from dawn to dusk. Having spoken with operators of both private and public golf facilities, they have witnessed a huge influx of eager golfers including many who are much more infrequent players. In one case, a public course that I spoke to has seen membership triple from the previous year.

When you think about how many people enjoy sports as a way to be around friends and friendly competition, golf has the opportunity to provide a gateway for many who have never considered playing the game. Within the industry, there have been many well-thought-out-but-failed attempts to counteract declining participation numbers over the years, and one of the best ways to introduce anyone to a new hobby or activity is to do it with friends.

Here’s an example: a regular golfer has three friends they normally play a rec league sport with, with that league not operating, and those friends wanting to enjoy time outside in the company of one another, that one golfer becomes the catalyst to bring three new golfers into game. I realize it sounds simple, but it’s already happening, and this is golf’s opportunity to grow participation more organically than any 30-second commercial.

As a lover of golf and someone who has witnessed the declining participation over the last decade, this is our opportunity as a sport and as individuals to welcome people in with open arms, be supportive, and helpful. We have the chance to permanently change the perception of golf to the masses, and it all started last weekend with the top-ranked golfer in the world carrying his own bag.

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