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Ernie Els joins XXIO as staffer, board member

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Ernie Els is joining XXIO as a staffer…and as more than a staffer. The Big Easy will be a board member and Global Ambassador for the brand, which is housed under the Sumimoto Rubber Industries brand, as are Srixon and Cleveland.

“I’m proud to be on board as XXIO’s new Global Ambassador,” said Els. “Srixon and Cleveland are successful brands in golf, with a proven track record, and I’m familiar with the company’s products so that’s an easy fit for me. In fact, I won both my US Opens using Cleveland wedges and I’ve always loved those clubs.”

Els went on to talk about XXIO’s position in the global golf market.

“XXIO is perhaps a less familiar name in certain parts of the world…but trust me, this company is really going places! They’ve been the No.1 equipment company in Japan over the past 17 years, now the market leader in Korea and New Zealand, and the growth has been dramatic.”

The four-time major champion hopes to both bring brand awareness and assist with product development.

“As one of golf’s most respected and influential athletes, we’re thrilled to welcome Ernie as our Global Ambassador for XXIO,” said Scott Carlyle, Senior Vice President of Global Marketing. “It is a rare and special opportunity to work alongside someone of Ernie’s caliber, whose efforts on and off the course have been simply astounding..”

During his full 2018 tournament schedule on the PGA Tour and European Tour, Els will play with Srixon/Cleveland Golf/XXIO equipment as well as carry an XXIO bag.

Els was most recently a TaylorMade staffer. We last shot his bag at the Valero Texas Open in 2016.

 

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  1. shirley

    Jan 24, 2018 at 10:09 pm

    Els is a SAP 🙁

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Tour News

Brooks Koepka, a machine built to win majors

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Brooks Koepka is your 2018 PGA Champion. Of his 4 PGA Tour victories, 3 have come at major events, all of which have come in the past 14 months. He has won a U.S. Open that played like a PGA (Erin Hills), a U.S. Open that played like a British Open (Shinnecock) and now, a PGA that played like a PGA, at Bellerive in St. Louis. What do we make of this 28-year old, born and bred Floridian, who doesn’t appear to win often, but makes it count when he does? That depends on the units with which you choose to measure his performance. Have a look at his most recent performance, a 2-shot win over Tiger Woods at the 2018 PGA Championship.

  • Birdies: 22 in total, 13 on the front nine
  • Bogeys: 4 total, 2 on each nine
  • Double Bogeys: 1
  • Eagles: 0

Out of 72 holes, it might be said, Koepka made 5 mistakes that counted. That’s not a lot. He made two consecutive mistakes on the front nine on Sunday, but countered those two holes later, with three consecutive birdies. Koepka also bogeyed consecutive hole in round three, on the inward half. Similarly, he made a birdie soon after, to regain momentum. On Thursday, when he made double bogey on the par-3 5th hole, he made all pars before and after, until the 11th. From that point on, it was 3 birdies and 5 pars. What we see from him is an incredibly precise performance, where mistakes are minimized and opportunities, maximized.

Koepka is no fool. He knows his initial strength is distance off the tee, and he utilized it to perfection at Bellerive. After round two, he commented,

“I like the way the golf course sets up. People talk about it turns right-to-left, but you’ve always got a bunker on the inside of the turn, but I can carry most of them, so it’s not really a big deal that the holes turn right-to-left, you can kind of get away with it with my length.”

Yes, Brooks, you can, but only if you are accurate when the ball returns to Earth. After three performances where he outplayed the best from two generations, we might become believers. During the same interview, Koepka revealed a bit more about who he is, and what he does, during a major week:

“More attention to detail. More mentally focused, more every shot really, really means something. You drop a shot or two, it’s, you really put yourself back. There’s a lot more focus that I have in the Majors, the preparation, I mean everyone on my team even says I act a little different, the way I approach it. It’s very down to a routine this week and other weeks sometimes, not saying I vary from the routine, but it’s much more disciplined. Eating right, going to the gym, it’s almost timed perfectly.”

None of those things is impossible to emulate. I’m certain that Rickie Fowler does them, and I’m positive that Dustin Johnson, Justin Rose, and Tiger Woods do so as well. None of them hoisted the Wannamaker trophy this week, so something that Koepka does, or has, or know, continues to pay off.

It might be absolute comfort in his skin. Koepka told a story about a workout he had with perennial partner, Dustin Johnson, this week at Life Time Fitness in St. Louis. In his words,

“Today I was in there with Dustin and everybody wanted a picture with Dustin. They were talking about him as we left and I was just standing there laughing. They were like, did you see that No. 1 player in the world was here. It’s like, yeah, okay. I don’t know what to say to that. It was like, all right.”

I’d certainly be tempted to jump in and tell the ogglers who I am, but that’s not Koepka. He doesn’t have the DJ beard, the DJ bent wrist, the DJ wife/daughter of a hockey legend. It’s only about Brooks Koepka, albeit not in an egocentric way. The egotist approaches the ogglers and tells them who he is. Koepka focuses on self: I’m just focused on me. I feel like, if I do what I’m supposed to, I should win the golf tournament. That’s not arrogance, that’s not delusion. He is good, good enough to win each time he tees it up. Is he proud of his first tour win, at the Phoenix Open? For sure. Is he prouder of the three that came next? Without a doubt. The stakes continue to increase, and Koepka rises to the occasion.

Remember, too, that Koepka lost a sizable chunk of this season. He shut his game down after injuring his wrist. A late-2017 surgery kept him out of action through the Masters, an event that now seems tailored to his style of golf. Not a large muscle that heals quickly, but a part of the body with so many moving parts. A part of the body so essential to the execution of every golf shot. If that threat doesn’t give one pause, and later, gratitude, then one has missed the point.

In 1986, Greg Norman and Severiano Ballesteros were the two best golfers in the world. Jack Nicklaus was not, a relic from another era, whose most recent win had come six years prior. When the Golden Bear began to make noise at Augusta National, Norman and Ballesteros folded. Fast forward 32 years, to the footsteps of another forest creature, Tiger Woods. Woods posted 8 birdies for 64 on Sunday at Bellerive. He reached the number (-14) that I suggested yesterday would be enough to win, except it wasn’t. Why not? Koepka, unlike Norman and Ballesteros, rose to the challenge.

Brooks Koepka has joined a small group of golfers with three major victories. He now has two distinct major titles on his resume, and will certainly be one of the favorites at all four majors next year. From 1903 to 1905, Willie Anderson was the only man to raise the unnamed trophy. In 2019, Koepka might join him at at Pebble Beach. He might put on a green jacket in Georgia, in April. He also might grasp a trophy named for a specific wine, at Royal Portrush, in Northern Ireland.

See Brooks Koepka’s Winning WITB

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Photos from the 2018 U.S. Women’s Amateur

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GolfWRX is live from the U.S. Women’s Amateur at the Golf Club of Tennessee in Kingston Springs, a venue which most recently hosted the 2006 Tennessee State Open.

The USGA fielded a record 1,468 entries for the competition, in which Kristen Gillman, Kaylee Benton, Laren Stephenson, and Jiwon Jeon are still alive in match play.

From WITB looks to shots of the superb Fazio course to some high art calligraphy (see below) we have it all.

Friday’s photos

Related: See what GolfWRX members are saying about the photos in our forums.

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Tour News

Tommy Fleetwood is down to his last set of Nike irons

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If you’ve seen any recent Tommy Fleetwood WITBs, you’ve seen Nike VR Pro Blades in the Englishman’s golf bag.

Fleetwood, a Nike staffer, has been working through the sets VR Pros the company made him before it left the hard goods business in 2016.

Now, according to a Golf Channel report, Fleetwood is on his last set of Nike-made clubs. So, while it’s unclear how long the irons will last, it is clear Fleetwood is close to needing replacement weapons.

“It’s not that big a deal if I do happen to break a club this week, then I will be one club down for the week. So I’ll have to be careful. But it’s not like a massive concern.”

Interestingly, Fleetwood damaged the hosels of his 7 and 8-irons at the WGC-Mexico Championship earlier this year, which compelled him to put his last set of irons into the bag at the Arnold Palmer Invitational.

While it’s unclear exactly what kind of hosel damage would be irreparable, the point remains: Fleetwood needs to figure out his next move.

He doesn’t seem worried, however.

“Once this set goes, I’ll quite happily change into something else,” he said. “It’s just that I have the ability at the moment to play with a set of irons that I’ve loved and played with for so long. [But] absolutely playing a different set of irons would make life easier in terms of all the trucks that are out on Tour every week, and it’s easier to get one fixed or easy to get one sent out.”

Adding an interesting wrinkle to the story: Fleetwood’s countryman and former Nike staffer, Paul Casey, has a new set of VR Pro Blades in his possession, which he is unwilling to part with.

Per a PGA Tour report, Fleetwood said

“[Paul’s] got a brand new set and he won’t give them to me. Shame on Paul. He’s pretty set in his ways, so I don’t think I’ll be getting those.”

Casey, for his part, said, “They are as rare as rocking horse poo. And I will not sell them to him. Or put it this way, he hasn’t offered me enough money. They look beautiful, by the way, and I haven’t used them. They’re the kind of clubs you could hang on the wall. I love the fact that Tommy is running around telling everybody. But I haven’t found any gifts in my locker or handwritten notes. He’s gotta try harder.”

Regardless of whether he can purchase Paul Casey’s irons, Fleetwood will soon need new weaponry. Maybe he’ll give Mike Taylor and Artisan a call? Or maybe he’ll opt for one of the major OEMs and the associated convenience of a tour truck?

We’ll keep an eye on the World No. 11’s bag.

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