Equipment
A visit to Ben Hogan Golf
The Ben Hogan Golf headquarters are in a relaxed old warehouse about 10 minutes south of downtown Fort Worth. The parking lot sits adjacent to an open field of unkempt grass, and the Ben Hogan logo hangs proudly above the door, unseen by most.
All of that is by design.
The Ben Hogan Golf Equipment Company originally started in 1953, but in September of 2017, it was reborn. This time with a completely different business model and an eye for saving customers money. That means lower overhead and cutting out the retail middle man.
“Our product is better than most and it’s less expensive than most. That’s because of our direct to consumer business model,” says Scott White, Ben Hogan Golf’s President and CEO.
Customers who want to play Ben Hogan irons, hybrids, or wedges can simply create a custom set online at benhogangolf.com. No need to pay markup costs buying at your local pro shop or golf mega store. The direct-to-consumer model keeps costs down and allows the player to have a custom set of forged irons for much less of the cost of a comparable set. And the clubs are built just for you. Just send in your specs and the clubs are out the door and headed your way in five to 10 business days.
Steve Dreyer, Director of Manufacturing, started with the company in 1985. He knew Mr. Hogan personally and has been a part of the company’s many evolutions. “I’ve seen many transitions. No doubt we are back to what Mr. Hogan wanted,” Dreyer says. “What Mr. Hogan stood for — he stood for a fine quality, built right, forged iron, built one set at a time.”
And if you want to give these clubs a try before pulling the trigger, that’s no problem. The company offers a 14-day, two-club demo program to help you feel comfortable with your purchase. That is also all organized online through the website. Customers can select the clubs they are interested in, pay twenty dollars for shipping, and they’ll soon get two irons in the mail.
Currently, Ben Hogan Golf offers three different custom built iron sets ranging from $575 to $770 per set, as well as utility irons, wedges and hybrids. The website also offers a wide array of bags, hats, and accessories, all sporting the legendary Hogan signature logo.
The new business model is working. Clubs are flying out of the factory and being shipped all over the world. As a response to overseas demand, the demo club program is setting up a new location in the United Kingdom so European players will be able to try these clubs out before purchasing as well. It seems consumers are falling in love with Ben Hogan irons again.
That wasn’t always the case. Before this resurgence, the company was floundering in and out of bankruptcy. “We were using the same playbook as every other original equipment manufacturer,” White said. “We were in retail. We had a sales force. It was an expensive proposition and we just found that we can’t keep doing it this way.”
In 2017, the company decided they needed a different strategic plan, so they began working towards a transition of sorts. All options were on the table, including permanent closure of the company. But while that was happening, revenue was still needed to keep the doors open and the lights on.
“So we went to our database and contacted everyone who had purchased Ben Hogan products in the previous two years,” White said. “We told them we were going through a reorganization and are pulling out of retail. But you are loyal to us so if you want to buy our equipment directly, we will sell it to you at basically wholesale pricing.”
The response was overwhelming. The company couldn’t keep up. There was no website or organizational process in place yet. Just customers who wanted Ben Hogan clubs at lower prices, calling on the phone. So White, Dreyer, and Tyler Brewton, Director of Brand and Product Marketing, decided there must be something to this factory direct thing. “We have a premium product and no one else in the golf industry is doing what we are doing from the equipment side,” Brewton said. “We are making premium golf equipment and we sell it with no retail markups.”
“It’s the great Ben Hogan product you know and love. Now there is no middleman,” explained White. “There’s no markup. You buy it at roughly half the cost of comparable product at retail. We have only been at it for 18 months but it has really resonated.”
Perhaps the most important piece to the equation, however, is the ever-present aura of Mr. Hogan. Walking around the no frills factory warehouse, it is impossible to not feel his presence. His signature is on every piece of equipment and photos of his famous swing hang on the walls. Even one of his old wooden office chairs sits in the corner of the break room.
“We are very conscious of the fact that it is his name on the bag. His name on the clubs. We walk around here and see his signature and his photos every day and think we need to keep making this guy proud,” White said.
And the dedication to excellence that Mr. Hogan was famous for is still going strong in Texas. “Mr. Hogan was a businessman,” said Dreyer. “And the product leaving this building is nothing but the best. Because that is what Mr. Hogan expected. It had to be the best.”
Where the company will go from here remains to be seen. “Right now we are forged irons and wedges,” said White. “We are always going to be a niche brand that appeals first and foremost to the more accomplished players. That is kind of what the Ben Hogan brand is known for. But we are going to get into other product categories which will fuel growth.”
The future looks bright in Fort Worth.
Mr. Hogan would be proud.
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Whats in the Bag
Steve Stricker WITB 2024 (April)
- Steve Stricker WITB accurate as of the Zurich Classic. More photos from the event here.
Driver: Titleist TSR3 (9 degrees, C4 SureFit setting)
Shaft: Fujikura Motore Speeder VC 7.2 X
3-wood: Titleist 915F (13.5 degrees)
Shaft: Mitsubishi Tensei CK Pro White 80 TX
Hybrid: Titleist 816 H1 (17 degrees)
Shaft: Fujikura Motore Speeder VC 9.2 X
Irons: Titleist T200 (3, 4), Titleist T100 (5-9)
Shafts: Project X 6.5
Wedges: Titleist Vokey SM8 (46-10F @55), Titleist Vokey SM10 (54-10S @53), Titleist Vokey SM4 (60 @59)
Shafts: True Temper Dynamic Gold X100 w/Sensicore
Putter: Odyssey White Hot No. 2
Ball: Titleist Pro V1x
Grips: Golf Pride Tour Velvet Grip Rite
Check out more in-hand photos of Steve Stricker’s clubs here.
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Whats in the Bag
Alex Fitzpatrick WITB 2024 (April)
- Alex Fitzpatrick what’s in the bag accurate as of the Zurich Classic.
Driver: Ping G430 LST (10.5 degrees)
Shaft: Fujikura Ventus Black 6 X
3-wood: TaylorMade Qi10 (15 degrees)
Shaft: Fujikura Ventus TR Black 7 X
Hybrid: Ping G430 (19 degrees)
Shaft: Fujikura Ventus Black HB 10 TX
Irons: Ping iCrossover (2), Titleist T100 (4-PW)
Shafts: Fujikura Ventus Black HB 9 TX (2), Nippon N.S. Pro Modus 3 Tour 120 X (4-9)
Wedges: Titleist Vokey Design SM10 (50-12F, 56-12D, 60-08M)
Shafts: Nippon N.S. Pro Modus 3 Tour 120 X
Putter: Bettinardi SS16 Dass
Grips: Golf Pride MCC
Check out more in-hand photos of Alex Fitzpatrick’s clubs here.
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Equipment
What’s the perfect mini-driver/shaft combo? – GolfWRXers discuss
In our forums, our members have been discussing Mini-Drivers and accompanying shafts. WRXer ‘JamesFisher1990’ is about to purchase a BRNR Mini and is torn on what shaft weight to use, and our members have been sharing their thoughts and set ups in our forum.
Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.
- PARETO: “New BRNR at 13.5. Took it over to TXG (Club Champ but TXG will always rule) in Calgary for a fit. Took the head down to 12, stuck in a Graphite Design AD at 3 wood length and 60g. Presto- numbers that rivaled my G430Max but with waaaaay tighter dispersion. Win.”
- driveandputtmachine: “Still playing a MIni 300. The head was only 208, so I ordered a heavier weight and play it at 3 wood length. I am playing a Ventus Red 70. I play 70 grams in my fairways. I use it mainly to hit draws off the tee. When I combine me, a driver, and trying to hit a draw it does not work out well most of the time. So the MIni is for that. As an aside, I have not hit the newest BRNR, but the previous model wasn’t great off the deck. The 300 Mini is very good off the deck.”
- JAM01: “Ok, just put the BRNR in the bag along side a QI10 max and a QI10 3 wood. A load of top end redundancy. But, I have several holes at my two home courses where the flight and accuracy of the mini driver helps immensely. Mine is stock Proforce 65 at 13.5, I could see a heavier shaft, but to normal flex, as a nice alternative.”
Entire Thread: “What’s the perfect Mini-Driver/Shaft combo? – GolfWRXers discuss”
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Ray F
May 10, 2019 at 6:44 pm
Just received my PTx Pro irons and I’m testing the wedges through the trial program. Selected my shaft through extensive trials with similar irons and so far numbers look solid on launch monitor.
Ordering was a breeze and all of my questions were answered.
Hopefully I’ll be able to do a trial on the new woods coming out.
Very happy
234234
Mar 2, 2019 at 12:25 am
One thing I liked about Hogans irons is they stamp the #of the iron, instead they stamp the loft on the sole. Makes so much sense. Nowadays every manufactures are pulling lofts from long and short irons and make #7 stronger. The result is 3′ gaps in long irons, and 5′ or more gaps in short irons. I don’t care about #7 being 30′ or 28′, I just don’t like the gaps getting double between long and short irons.
234234
Mar 2, 2019 at 12:26 am
is they don’t(*) stamp the #of the iron
Billy
Mar 1, 2019 at 8:10 pm
Give it a year at most, the company will file for bankruptcy.
Vickie
Mar 2, 2019 at 1:11 pm
That’s ugly !!!! Steve I wish y’all the best of luck. Mr. Hogan would be proud.
Bob
Mar 2, 2019 at 2:12 pm
Wrong already, it’s been 2 years and no bankruptcy in sight.
Brad
Mar 1, 2019 at 4:47 pm
The product looks good, but customer service at Hogan Golf is the big problem. The ones I have spoken to are not exactly friendly or helpful. Either they are just not very nice people, or there must be a lot of stress inside that company keeping everyone on edge.
Ben Hogan
Mar 1, 2019 at 2:25 pm
Had a very very negative experience with the customer relations department. Turned me off of the new Hogans immediately. That’s the last time I will entertain of using Hogan equipment. The Apex Edge Pro’s were one of my favorite irons years ago
Steve Buchanan
Mar 1, 2019 at 1:36 pm
Wrong. Great clubs and beautiful as well. Performance and feel are exceptional. I love my new set and Ric Shiels, who tests everything on the market loves them as well. I hate the negative comments from people who have no clue.
DL
Mar 1, 2019 at 1:29 pm
I like what they have done with the company. I have the Ptx and Edge iron sets. The quality and performance has been excellent and they are reasonably priced. Only concern is fitting. Less informed consumers could use some help in ordering a set that is built for their particular golf swing.
Thomas Hertwig
Mar 1, 2019 at 1:17 pm
all in all just an assembly warehouse for heads made in China…..most steel shafts are not available so it’s really no big deal….clubs flying out the warehouse, I don’t think so just look at the building…
Matt
Mar 1, 2019 at 1:14 pm
Would be nice if they offered just the heads so consumers can put the shafts they want in them.
Fitz
Mar 1, 2019 at 1:14 pm
Without Terry Koehler Hogan has the same cache as the Spalding, Black Knight, Walter Hagen for me.
A Vendor
Mar 1, 2019 at 12:56 pm
Give me a break. These are the guys who jumped head first into debt, had to declare bankruptcy, and continue to use assets they didn’t pay for. I’m sure Mr Hogan would be proud.
bonifacj
Mar 1, 2019 at 12:01 pm
Continued success to Ben Hogan Golf. Product offerings look great.
gh
Mar 1, 2019 at 11:45 am
Sadly, Mr. Hogan would not be proud of what has happened to his golf club business. Ben Hogan Golf will never be more than a failed vision of what used to be.
Douglas J Hansen, PGA
Mar 1, 2019 at 2:37 pm
I believe Mr. Hogan would be very upset at eliminating the PGA Professional from promoting and fitting clubs that bear his name. When I met Mr. Hogan in 1989 at the gathering of Hogan Staff professionals, Mr. Hogan described himself as a “golf professional” – not a “professional golfer” – which I took as quite the compliment. A PGA Member right up to his passing, Mr. Hogan knew the importance of what it is we do.
Even though I’m with PING, I bleed Hogan red, white & blue – always have – always will.
The dude
Mar 3, 2019 at 3:31 am
Cringeworthy post
Douglas J Hansen, PGA
Mar 8, 2019 at 4:35 pm
What has happen to the Ben Hogan brand IS “cringeworthy”, Dude.