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Opinion & Analysis

Catching up with a pair of innovative companies ahead of the PGA Merchandise Show

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Golf is a game of numbers and statistics. Average driver “carry” yardage. Total footage of putts holed per round. FedEx Cup rankings. Three holes up, two to play. Number of majors won. Course and personal record low scores. 14 golf clubs. 9- and 18-hole courses. Par 72. Holes-in-one. $5 Nassaus…

Appropriately, numbers will permeate the 2019 PGA Merchandise Show, the game’s annual industry summit, when it occurs later this month in Orlando (Jan. 22 Demo Day at Orange County National Golf Center; Jan. 23-26 PGA Show Exhibits at Orange County Convention Center).

This will be the 66th iteration of what has become an international golf business event. More than 1,000 golf companies and brands will be on display within nearly 10 miles of show aisles. One million square feet of interactive exhibit, product demonstration and industry presentation space. More than 40,000 PGA Professionals, manufacturing execs, VIP retailers, countless industry leaders and decision-makers.

As fascinating and insightful, fulfilling and frustrating, useful and sometimes useless golf numbers can be (most golfers couldn’t care less about how many dimples are on a golf ball), numerical figures don’t capture the human stories behind product innovations in the game, or articles for sale displayed at the PGA Merchandise Show.

Inspiration is a funny thing. You never know when it will strike. It’s often random, a common sense “Aha! Moment.” When it hits, fasten the seat belts, because vigorous, passionate action typically ensues.

Such was the case for ClickCaddie founder Scott Danielson and Kyle Klubertanz, who grew up together in Sun Prairie, Wisc. Their golf accessory core product was founded based on an idea that percolated during a round of golf in Fall 2017. They had their phones in the golf cart cup holders and were using them to play music and for course GPS information. After buying a round of drinks, they moved their phones to the front compartments where they clanged around, and they couldn’t hear their music or access their phones simply. “We realized there was no good place in the golf cart to put our phones; to use for GPS, music or golf-scoring apps,” said Danielson, ClickCaddie CEO. “We thought there had to be a better way.”

And so there was, they concluded, and it lay in the ubiquitous golf ball holders. “Every cart has them. They’re seldom used, and they’re the perfect mounting spot,” said Danielson.

golf innovation, golfers, golf courses

Scott Danielson and Kyle Klubertanz, ClickCaddie co-founders

They started designing, and their first “proof of concept” consisted of a bulky phone holder bought off Amazon, with a golf ball duct taped to the bottom. It was around that time when magnetic phone attachments for cars caught their attention, which provided easy use and more accessibility. Fast forward through about seven designs and prototypes, multiple magnets, and ClickCaddie officially launched its patent-pending product design in April 2018.

golf cart, golf lifestyle, phone accessories

ClickCaddie is a solution to the frustration its co-founders experienced when using their phones for multiple purposes while playing golf.

The silicone black cover can be custom branded and printed upon, adding an additional revenue stream through the promotional product arena (golf course logos, corporate branding, commemorative golf event gifts, etc.).

Danielson said the company and product has “taken off” since last April. “We have consumers that have used our product in 49 states – Alaska being the exception – we have sold thousands of units, and we launched on Amazon in time for the holiday gift buying season. As we move toward our second year, we are excited to showcase ClickCaddie at the PGA Merchandise Show. It’s very relatable to golfers and buyers across the country, and we’re excited to take that next step into growing the B2B side of our business, while continuing with our strategy to engage our end users for feedback.”

golf clubs, golf industry, PGA Merchandise Show

Necessity was the mother of invention for the founders of ClickCaddie.

While Danielson and Klubertanz founded ClickCaddie to make the golf experience more enjoyable peripheral to the core activity of playing the game, Sal Syed co-founded Arccos through his love for golf and technology, and his belief that golfers accessing real-time data, shot by shot, could help them improve.

First launched in late 2014, Arccos’ patented GPS-based hardware and software system have led to company products that include Caddie Smart Sensors, Caddie Smart Grips and the Arccos Driver. In short, “they combine the power of Artificial Intelligence and the Microsoft Azure cloud,” said Syed, Arccos CEO.

In lay terms, Arccos products have automatically recorded more than 60 million shots taken by golfers playing on courses worldwide. By analyzing each shot in real time, the company provides data-driven insights that help golfers improve their performance by eliminating guesswork and using statistical facts and feedback. This has led Arccos to stake claim as “the leading provider of big data, advanced analytics and machine learning insights for the global golf industry.”

“The PGA TOUR has done a great job of using advanced analytics to help its players practice and perform their best,” said Mike Downey, Director, Brand Partnership Engineering at Microsoft. “At other levels of the game, capturing the necessary on-course data has been a real challenge. Arccos has cracked that code and built a robust data set which they are deploying via the Microsoft Azure cloud to the benefit of golfers worldwide.”

That’s a lofty role in a roughly $80 billion industry, and Syed is changing the game for golfers of all skill levels, something particularly needed by non-professionals. But he didn’t set out to be a game-changer.

He was born and raised in Pakistan and didn’t start playing golf until age 14. Even then, he was more focused on other sports, namely tennis and cricket. Bitten by the golf bug after emigrating to America while attending Ohio Wesleyan University, Syed earned a BA in Computer Science and Mathematics and was captain of the tennis and cricket teams. His golf addiction was fueled by his ability to play for free at a course that the women’s tennis coach owned.

Syed selected Yale for his MBA in large part because it had one of America’s top-rated collegiate golf courses, a Golden Era of Golf Architecture masterpiece dating back to 1926.

The ongoing love affair with the game has led Syed to become a 1-handicap player, a Golf Digest Course Rater, and a genuine golf architecture nerd with true passion for CB Macdonald/Seth Raynor/Charles Banks designs (they collaborated on The Course at Yale). He has recorded four holes-in-one, three of which he credits to intelligence provided by Arccos data.

golf, technology, Artificial Intelligence, golf clubs

Arccos CEO Sal Syed married his love of golf and technology to co-found his company and its award-winning system and products.

During his MBA process, Syed became a Fellow at the Yale Entrepreneurial Institute, which set him on the path to combining his passions for golf and technology and to found Arccos. “We began with the idea for creating technology that tracks golf ball metrics to improve a player’s scores,” said Syed, “after a few trials, we realized it was very hard to do both technically and from a business perspective. We decided to change course and realized that if we could sense where you hit the ball and map it from there that we could be successful.”

Successful, indeed. A few Arccos accomplishments include:

  • earning placement in Fast Company’s “World’s Most Innovative Companies 2018” list (ranked No. 3 in sports category globally)
  • becoming the official A.I. and cloud computing partner of Microsoft
  • partnering with Microsoft to develop Arccos Caddie, golf’s first A.I. platform
  • garnering Golf Digest Editor’s Choice Award, Best Game Analyzer (2016, 2017, 2018)

And that’s the tip of the iceberg for Arcoss and Syed, whose vision is to connect every club and grip in golf and track every shot within five years. The company is on path to connect more than 50% of new golf clubs that come to market starting in Q1 2020, based on soon to be announced partnerships, according to Tom Williams, Arccos Executive Vice President of Strategic Partnerships.

A.I., golf tech, Big Data, golf products, golf industry innovation, Microsoft Azure Cloud

Product Data Points include 2 milllion+ rounds played with the Arccos system, 100 million+ shots taken by Arccos users, 40,000 courses mapped, and 3.79 strokes (the average Arccos user first-year golf handicap improvement).

Syed named Arccos after the inverse cosine function, an element of advanced mathematics that is featured in the Arccos algorithm. According to MathOpenRef.com, the cosine function, along with sine and tangent, is one of the three most common trigonometric functions. In any right triangle, the cosine of an angle is the length of the adjacent side (A) divided by the length of the hypotenuse (H). Therefore, an inverse cosine function. . .

Say what?

Suffice it to say, if golf innovation were a swimming pool, Arccos is diving in the deep end, while ClickCaddie is frolicking in the kiddie pool. Nothing wrong with that. Just two vastly opposite ends of the golf invention spectrum, and a microcosm for what all can be found at PGA Merchandise Shows.

Buckle up!

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A University of Maryland graduate, Dan is a lifelong resident of the Mid-Atlantic, now residing in Northern Virginia. Fan of the Terps and all D.C. professional sports teams, Dan fell in love with golf through Lee Trevino's style and skill during his peak years. Dan was once Editor of Golf Inc. Magazine.

11 Comments

11 Comments

  1. Norman

    Jan 12, 2019 at 5:31 pm

    Just what we need. More phones on the course. Thank you. Here’s a thought- put your phone down Donald. No one wants to hear your lame conversations or listen to your music.

  2. RV

    Jan 11, 2019 at 7:30 pm

    Big fan of my arccos. Looking forward to the weather warming up to get some rounds with my new irons and let arccos help dial in my distances.

    • Daniel Shepherd

      Jan 13, 2019 at 1:01 pm

      Hope the dialing in goes great, RV. Nothing like achieving improvement in the often bedeviling game we love. Cheers!

  3. dj

    Jan 11, 2019 at 6:53 am

    “Suffice it to say, if golf innovation were a swimming pool, Arccos is diving in the deep end, while ClickCaddie is frolicking in the kiddie pool. ”

    Really?

    • Daniel Shepherd

      Jan 13, 2019 at 1:03 pm

      That analogy doesn’t work for you, DJ? If you’re thinking it’s dissing ClickCaddie, it’s not. Rather, it was intended to show the spectrum of product innovation in golf – from Artificial Intelligence and algorithms to convenient phone access without spilling drinks on iPhones while listening to tunes. Cheers!

  4. Merde

    Jan 11, 2019 at 1:31 am

    No, actually, golf is not a game of statistics. YOU stat addicts may think that, but it’s not.
    All you do is hit a certain shot with a certain club and get it into the hole in as few shots as possible.
    They didn’t need stats to do that when Hogan and Snead were playing. They just moved the ball forward and in.
    Everybody stop wasting money on this stuff, you don’t need it

    • Dj

      Jan 11, 2019 at 6:52 am

      Your thinking is antiquated.

      • Daniel Shepherd

        Jan 13, 2019 at 1:21 pm

        I can respect that opinion, Merde, that’s precisely how the game should be consumed … however you like it best. But change and “progress” is inevitable; if it weren’t we’d still be using outhouses to relieve ourselves and Morse Code to communicate. That stated, there’s nothing wrong with your preference, just as there’s nothing wrong with those who value stats and tech to improve their game and golf experience. Cheers!

        • Kenny

          Jan 17, 2019 at 1:47 pm

          I don’t think I could survive in a world with out-houses or a cell phone. Technology is here to stay. Embrace it or risk being left behind.

          • Daniel Shepherd

            Jan 18, 2019 at 4:55 pm

            Good point Kenny. ClickCaddie doesn’t mean more cell phones on the course. They’re already there. It means more enjoyment for players who like to have their phone with them. Cheers!

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Opinion & Analysis

A different perspective

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A few weeks ago, I had the opportunity to play a round with two of the greens keepers at a local golf course and it was a fascinating experience. It gave me a chance to get a behind-the-scenes view of what it takes to make a golf course great.

Many of us play at public courses, and sometimes its luck of the draw if the course we are at is in good condition. In my case, if I find a course that is well maintained and taken care of, I make it a regular stop. In this case, I was at Ridgeview Ranch in Plano Texas and it is a great public course and I play here at least once a month.

The two guys I played with were Tony Arellano and Jose Marguez. Both were great guys to share a round with. Tony shared what it’s like to make sure that all the greens are maintained properly and watered correctly. He showed me where there were some issues with one of the greens that I would never have noticed. We talked about how the invasion of Poa annua grass forces his guys to pull it out by hand with a tool that is smaller than a divot repair tool. It became clear to me that as a golf community, we need to lift up the people that do this labor-intensive work and thank them for all they do. Ridgeview Ranch is without a doubt one of the better public courses in my area, and it is because of the hard work these men do that keeps it this way.

As we watched the Masters tournament a few weeks ago we were awestruck by the awesome beauty of Augusta National and in my case I believe that is what heaven looks like. I think we take that kind of beauty for granted and forget the massive amount of time and hard work that go into making a golf course look good. These people have to deal with all of the different factors that Mother Nature throws at them and be prepared for anything. In addition to that, they also have to make sure the watering system is maintained as well as all of their equipment.

I have played at other courses in the DFW area that have a terrible staff and a superintendent that either don’t care about the course or don’t know how to stop it from falling apart. The course won’t spend the money to go get the right people that will take pride in their work. Some of these places will charge you more than $80 per round, and when you get to the first green that has dry spots that are without any grass you feel like you have been ripped off.

We all love this game not because it’s easy but because it’s a challenge and being good at it takes a ton of effort. We also love it because it gives us a chance to hang out with friends and family and enjoy time outside in the sun– hopefully without cell phone interruptions and other distractions of our modern day. We spend a ton of money on green fees, equipment and sometimes travel. We want to get what we pay for and we want to have a great course to spend the day at.

I wanted to write this article to thank all of those men and women that start work in the early hours of the day and work through the hottest stretches of the summer to keep our golf courses in great shape. They are people that never get the credit they deserve and we should always thank them whenever possible. Tony and Jose are just two examples of the people who work so hard for all of us. Ridgeview Ranch is lucky to have these two men who not only work hard but were fantastic representatives of their course. So next time you are out there and you see these people working hard, maybe stop and say thank you let them know what they do really makes a difference.

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5 most common golf injuries (and how to deal with them)

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You might not think about golf as a physically intensive game, but that doesn’t change the fact it is still a sport. And as with every sport, there’s a possibility you’ll sustain an injury while playing golf. Here’s a list of the five most common injuries you might sustain when playing the game, along with tips on how to deal with them in the best way possible so you heal quickly.

Sunburn

While not directly an injury, it’s paramount to talk about sunburns when talking about golf. A typical golf game is played outside in the open field, and it lasts for around four hours. This makes it extremely likely you’ll get sunburnt, especially if your skin is susceptible to it.

That’s why you should be quite careful when you play golf

Apply sunscreen every hour – since you’re moving around quite a lot on a golf course, sunscreen won’t last as long as it normally does.

Wear a golf hat – aside from making you look like a professional, the hat will provide additional protection for your face.

If you’re extra sensitive to the sun, you should check the weather and plan games when the weather is overcast.

Rotator Cuff Injury

A rotator cuff is a group of four muscles that surround the shoulder joint. This group are the main muscles responsible for swing movements in your arms. It’s no surprise then that in golf, where the main activity consists of swinging your arms, there’s a real chance this muscle group might sustain an injury.

To avoid injuries to this group, it’s imperative you practice the correct form of swinging the club. Before playing, you should also consider some stretching.

If you get an injury, however, you can recover faster by following RICE:

Rest: resting is extremely important for recovery. After an injury, the muscles are extremely vulnerable to further injury, and that’s why you should immediately stop playing and try to get some rest.

Ice: applying ice to the injured area during the first day or two can help. It reduces inflammation and relaxes the muscles.

Compress: bandage the rotator cuff group muscle and compress the muscles. This speeds up the muscle healing process.

Elevate: elevate the muscles above your heart to help achieve better circulation of blood and minimize fluids from gathering.

Wrist Injuries

Wrist tendons can sustain injuries when playing golf. Especially if you enjoy playing with a heavy club, it can put some strain on the wrist and cause wrist tendonitis, which is characterized by inflammation and irritation.

You should start by putting your wrist in a splint or a cast – it is necessary to immobilize your wrist to facilitate healing.

Anti-inflammatory medicine can relieve some of the pain and swelling you’ll have to deal with during the healing process. While it might not help your wrist heal much quicker, it’ll increase your comfort.

A professional hand therapist knows about the complexities of the wrist and the hand and can help you heal quicker by inspecting and treating your hands.

Back Pain

A golf game is long, sometimes taking up to 6 hours. This long a period of standing upright, walking, swinging clubs, etc. can put stress on your back, especially in people who aren’t used to a lot of physical activities:

If you feel like you’re not up for it, you should take a break mid-game and then continue after a decent rest. A golf game doesn’t have any particular time constraints, so it should be simple to agree to a short break.

If you don’t, consider renting a golf cart, it makes movement much easier. If that’s not possible, you can always buy a pushcart, which you can easily store all the equipment in. Take a look at golf push cart reviews to know which of them best suits your needs.

Better posture – a good posture distributes physical strain throughout your body and not only on your back, which means a good posture will prevent back pain and help you deal with it better during a game.

Golfer’s Elbow

Medically known as medial epicondylitis, golfer’s elbow occurs due to strain on the tendons connecting the elbow and forearm. It can also occur if you overuse and over-exhaust the muscles in your forearm that allow you to grip and rotate your arm:

A nonsteroidal anti-inflammatory drug is the way to go to alleviate the most severe symptoms of the injury at the beginning.

Lift the club properly, and if you think there’s a mismatch between your wrist and the weight of the club, you should get a lighter one.

Learn when you’ve reached your limit. Don’t overexert yourself – when you know your elbow is starting to cause you problems, take a short break!

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Podcasts

TG2: Our PGA picks were spot on…and Rob hit a school bus with a golf ball

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Rob picked Brooks to win the PGA and hit the nail on the head, while Knudson’s DJ pick was pretty close. Rob hit a school bus with a golf ball and we talk about some new clubs that are going to be tested in the next couple days.

Check out the full podcast on SoundCloud below, or click here to listen on iTunes or here to listen on Spotify.

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