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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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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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19th Hole

Vincenzi’s 2024 LIV Adelaide betting preview: Cam Smith ready for big week down under

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After having four of the top twelve players on the leaderboard at The Masters, LIV Golf is set for their fifth event of the season: LIV Adelaide. 

For both LIV fans and golf fans in Australia, LIV Adelaide is one of the most anticipated events of the year. With 35,000 people expected to attend each day of the tournament, the Grange Golf Club will be crawling with fans who are passionate about the sport of golf. The 12th hole, better known as “the watering hole”, is sure to have the rowdiest of the fans cheering after a long day of drinking some Leishman Lager.  

The Grange Golf Club is a par-72 that measures 6,946 yards. The course features minimal resistance, as golfers went extremely low last season. In 2023, Talor Gooch shot consecutive rounds of 62 on Thursday and Friday, giving himself a gigantic cushion heading into championship Sunday. Things got tight for a while, but in the end, the Oklahoma State product was able to hold off The Crushers’ Anirban Lahiri for a three-shot victory. 

The Four Aces won the team competition with the Range Goats finishing second. 

*All Images Courtesy of LIV Golf*

Past Winners at LIV Adelaide

  • 2023: Talor Gooch (-19)

Stat Leaders Through LIV Miami

Green in Regulation

  1. Richard Bland
  2. Jon Rahm
  3. Paul Casey

Fairways Hit

  1. Abraham Ancer
  2. Graeme McDowell
  3. Henrik Stenson

Driving Distance

  1. Bryson DeChambeau
  2. Joaquin Niemann
  3. Dean Burmester

Putting

  1. Cameron Smith
  2. Louis Oosthuizen
  3. Matt Jones

2024 LIV Adelaide Picks

Cameron Smith +1400 (DraftKings)

When I pulled up the odds for LIV Adelaide, I was more than a little surprised to see multiple golfers listed ahead of Cameron Smith on the betting board. A few starts ago, Cam finished runner-up at LIV Hong Kong, which is a golf course that absolutely suits his eye. Augusta National in another course that Smith could roll out of bed and finish in the top-ten at, and he did so two weeks ago at The Masters, finishing T6.

At Augusta, he gained strokes on the field on approach, off the tee (slightly), and of course, around the green and putting. Smith able to get in the mix at a major championship despite coming into the week feeling under the weather tells me that his game is once again rounding into form.

The Grange Golf Club is another course that undoubtedly suits the Australian. Smith is obviously incredibly comfortable playing in front of the Aussie faithful and has won three Australian PGA Championship’s. The course is very short and will allow Smith to play conservative off the tee, mitigating his most glaring weakness. With birdies available all over the golf course, there’s a chance the event turns into a putting contest, and there’s no one on the planet I’d rather have in one of those than Cam Smith.

Louis Oosthuizen +2200 (DraftKings)

Louis Oosthuizen has simply been one of the best players on LIV in the 2024 seas0n. The South African has finished in the top-10 on the LIV leaderboard in three of his five starts, with his best coming in Jeddah, where he finished T2. Perhaps more impressively, Oosthuizen finished T7 at LIV Miami, which took place at Doral’s “Blue Monster”, an absolutely massive golf course. Given that Louis is on the shorter side in terms of distance off the tee, his ability to play well in Miami shows how dialed he is with the irons this season.

In addition to the LIV finishes, Oosthuizen won back-to-back starts on the DP World Tour in December at the Alfred Dunhill Championship and the Mauritus Open. He also finished runner-up at the end of February in the International Series Oman. The 41-year-old has been one of the most consistent performers of 2024, regardless of tour.

For the season, Louis ranks 4th on LIV in birdies made, T9 in fairways hit and first in putting. He ranks 32nd in driving distance, but that won’t be an issue at this short course. Last season, he finished T11 at the event, but was in decent position going into the final round but fell back after shooting 70 while the rest of the field went low. This season, Oosthuizen comes into the event in peak form, and the course should be a perfect fit for his smooth swing and hot putter this week.

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work? Part 1

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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.

Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.

But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.

To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.

Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.

If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.

In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.

Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.

While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.

So, what about grooves and face texture?

Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.

Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.

But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?

The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.

So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.

And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.

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