Equipment
Ben’s back: The Hogan Company is returning to golf equipment
After a seven-year absence, the Ben Hogan brand announced today that it’s returning to the golf equipment business.
Perry Ellis International, owner of the Hogan brand since 2012, will partner with Eidolon Brands, LLC to produce the first irons bearing the Hawk’s iconic signature in nearly 10 years. The company expects to bring a product to market some time in 2015.
According to Ellis’ president Oscar Feldenkreis, the company has been considering options to return to the equipment marketplace, having already reasserted itself in the apparel and accessories sphere over the past two years.
After a process of deliberation, Perry Ellis International has chosen Terry Koehler’s Eidolon Brands to produce irons that would have made Mr. Hogan proud. Mr. Koehler, of course, is the man behind the SCOR4161 series of scoring clubs, which have risen in prominence since their introduction in 2011.
Koehler, a lifelong Hogan devotee and former Ben Hogan Company employee, along with his team, have begun the effort to create new Hogan clubs in earnest, all with the appropriate reverence for the man, his company, and his legacy.
“We are studying all the things Mr. Hogan believed about golf clubs, and dissecting early Ben Hogan designs to understand his performance principles and knowledge of what a golf club should do,” Koehler said. “There was a wealth of genius in those early clubs. Our commitment to the Ben Hogan legacy is to ensure that every product delivers unmatched precision and dedication to the art of shotmaking, providing equipment that allows golfers of all abilities the opportunity to optimize their skills.”
Koehler’s commitment is to developing clubs that place a premium on feel and performance for players looking to create golf shots, not merely maximize distance. He is also committed to return the Ben Hogan brand to Fort Worth, Texas, where it was headquartered from inception through the early 90s. He has already relocated Eidolon’s headquarters to the areas. As Koehler said, “Ben Hogan and his golf company were, and always should be, Fort Worth treasures.”
Another note: It appears that Callaway is still in possession of majority rights to the Hogan brand’s trademark (such as the iconic “Apex”). Therefore, the new irons will bear new names.
As Hogan enthusiasts are likely aware, the reintroduction coincides with the 60th anniversary of the first Ben Hogan irons, which were released in the fall of 1954. Students of the Wee Ice Mon know, too, that the golfer returned to Fort Worth following his historic 1953 season determined to make irons that lived up to his eternally high standards.
Some 60 years later, Terry Koehler, a first-rate R&D team, and a roster of former Ben Hogan Company staffers are in Fort Worth trying to do the same thing.
For equipment nuts in general, and Hogan loyalists in particular, the 2015 introduction of fruits of their labor — the company’s first set of irons in seven years — can’t come soon enough.
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Equipment
Adam Scott testing green “Masters Use Only” putter + 6 interesting equipment photos from the 2024 CJ Cup Byron Nelson
Welcome to the 2024 CJ Cup Byron Nelson event at TPC Craig Ranch in McKinney, Texas, which, for your geographical reference, is about 25 minutes from Dallas.
In early-week equipment news, we saw some interesting putter testing from Adam Scott, a Maxfli golf ball signing on the PGA Tour, a 16-year-old’s WITB, a PGA Tour player using another PGA Tour player’s backup putter, and Jordan Spieth weighed in on why he recently switched out just his 7-iron (and then made a hole-in-one with it).
With so much to report and so little time to waste on the intro, let’s get right into this week’s equipment rundown from the CJ Cup Byron Nelson.
See all of our photo galleries from the week here
Adam Scott’s new L.A.B. putters
Before we get into a couple of the new prototypes Scott has been testing, above is a photo of the L.A.B. Golf Mezz.1 Max prototype putter that he’s been using, and will likely continue to use this week in Texas.
That being said, following the Masters, Scott was looking to try a couple putters with a slightly lighter weight to help with his feel on fast greens.
One of the new prototypes we spotted on Tuesday was a L.A.B. Golf DF3 “Proto 2.1”, custom-built with Scott’s preferred blue colorway, and an Australia-inspired Kangaroo laser engraving…
We also spotted him with a green-colored “For Masters Use Only” Mezz.1 Max prototype…
While it’s unlikely Scott will make a switch this week, it’s certainly something to keep an eye on going forward, especially on courses with faster greens.
We also got a peek into Scott’s full WITB this week, which consists of a super-mixed set of Srixon irons, including a ZX Utility 3-iron, a ZX-5 MkII 4-iron, ZX-7 MkII mid-irons (5-7) and Z Forged II short irons (8-9).
See Scott’s full WITB from the CJ Cup here
An update on Daniel Berger’s Odyssey Jailbird
Last week in New Orleans, we highlighted Daniel Berger’s Ai-One Jailbird Mini putter because of its unique sightlines.
Well, we have an update.
According to Callaway Tour Manager Joe Toulon, who spoke with GolfWRX.com this week, Berger’s Jailbird Mini is actually from fellow Tour player Tom Kim’s stash. Kim is a prolific putter tester, and the exact putter Berger is currently using was actually originally made for and tested by Kim. The putter didn’t make it into Kim’s starting lineup, however, so he gave the putter back to Odyssey, and it eventually made it’s way onto Berger’s gamer roster.
Jordan Spieth’s new 7-iron
As the story goes, Jordan Spieth changed out his Titleist T100 7-iron on Wednesday before the 2024 Valero Texas Open, and then on Thursday, he used the 7-iron to make a hole-in-one from 199 yards on the 16th hole.
Good timing on that switch, Jordan.
On Tuesday at the 2024 CJ Cup Byron Nelson, GoflWRX.com caught up with Spieth to get the full story on why he switched just the 7-iron.
Our full story is over on PGATOUR.com’s Equipment Report, but here’s a snippet of what Spieth had to say:
“I hit my 7-iron a lot, especially on my own. The spin rates, relative to my 6-iron and my 8-iron, were lower, so it was going too far. I was trying to figure out why, if it was something in the makeup of the iron. I got the lies and the lofts checked, and everything was fine. So finally I was like, ‘Can I just get a new one and see if it fixes it?’
“Maybe there was one other time throughout my career where I changed just one iron, so it’s very unusual. I think it’s just because the grooves were worn down from hitting it too much.”
Ben Griffin signs with Maxfli to play the golf ball
At the beginning of the year, LPGA Tour star Lexi Thompson signed a deal with Maxfli to play the company’s golf ball, and now, Griffin has officially joined team Maxfli, as well, thus expanding the company’s Tour presence.
GolfWRX.com caught up with Griffin on Wednesday in Texas for a video interview about his new golf ball of choice, and how he marks it…
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A 16-year-old is playing on the PGA Tour this week, using a 2-iron!
Amateur golfer Kris Kim, at just 16 years of age, is making his PGA Tour debut this week after receiving a sponsors exemption into the event. In 2023, Kim won both the R&A Boys’ Amateur Championship and the European Boys’ International Championship.
On Tuesday in Texas, we got a look into Kim’s bag, which revealed that he’s currently playing a TaylorMade P-770 2-iron, and a bag full of TaylorMade clubs.
Check out Kim’s full WITB here
A smart golf ball stamping
I’m not going to sit here and pretend to be a big math guy, because I’m not. However, I do recognize David Nyfjall’s purple ball marking as a square root symbol.
While I don’t know the particular significance of the square root symbol for Nyfjall, I do know you have to be fairly intelligent to even consider using a marking like that. Pretty cool stuff from the Northwestern alum, and 2023 Byron Nelson Award winner.
And, with that, we say goodbye to Texas and TPC Craig Ranch. We’ll see you next week at the Wells Fargo Championship in Charlotte for more insider equipment news and storylines.
For now, don’t forget to check out all of our photos from the 2024 CJ Cup Byron Nelson
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- Wesley Bryan what’s in the bag accurate as of the CJ Cup Byron Nelson.
Driver: Callaway Paradym Ai Smoke Triple Diamond Max (9 degrees @10)
Shaft: Mitsubishi Diamana GT 50 TX
3-wood: TaylorMade Stealth Plus (15 degrees)
Shaft: Mitsubishi Diamana GT 60 X
Hybrid: TaylorMade Stealth 2 Plus Rescue (19.5 degrees)
Shaft: Fujikura Ventus HB Blue 8 X
Irons: Titleist T200 (4), Takomo 101U (4), Takomo 101T (5), Takomo 301 CB (6-9)
Shafts: True Temper Dynamic Gold Tour Issue X100
Wedges: Titleist Vokey Design SM10 (46-10F, 52-08F, 56-14F), Titleist Vokey Design WedgeWorks Proto (58-A)
Shafts: True Temper Dynamic Gold Tour Issue S400
Putter: L.A.B. Golf DF3
Grips: SuperStroke, Golf Pride Tour Velvet
Ball: Titleist Pro V1x
More photos of Wesley Bryan’s WITB in the forums.
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Editor’s note: This is an excerpt from a piece our Andrew Tursky originally wrote for PGATour.com’s Equipment Report. Head over there for the full article.
…Flash forward to THE CJ CUP Byron Nelson 2024 at TPC Craig Ranch in Texas, and Bryan is still playing with a mixed Takomo set, except he’s added a new 101 U 4-iron, plus a Titleist T200 4-iron, and he’s dropping his 5-iron.
That bears repeating: Bryan is switching to an iron setup that consists of two 4-irons and no 5-iron.
On paper, that looks wrong, but when you look at yardage gapping instead of the number on the sole of the iron, things start to make more sense.
As Bryan explained to GolfWRX.com on Tuesday in Texas, his Takomo 301 CB 6-iron goes about 195-200 yards. Then, his new hollow-bodied Takomo 101U Driving Iron, which he recently started testing “a couple weeks ago” and bent about 2 degrees weak, goes about 220 yards, and the Titleist T200 4-iron goes about 235 yards.
Speaking on his new Takomo 101U Driving Iron, which sells for $119, Bryan had this to say:
“It’s super forgiving and launches high, and it has a bit longer of a profile to where it looks really good,” said Bryan. “If people are willing to play something that doesn’t have an expensive price tag on their club…[I started testing it] in the last couple weeks and it’s in the bag.
“I just made it like 2 degrees weaker. Basically that gap from 205 to 225 I was in a little bit of a dead space, so I’m going to try and fill that gap better.”
Check out Wesley Bryan’s full WITB here.
Read the rest of the article at PGATour.com.
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Wesley Bryan WITB 2024 (May)
Wesley Bryan what’s in the bag accurate as of the CJ Cup Byron Nelson. Driver: Callaway Paradym Ai Smoke Triple...
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Adam Scott what’s in the bag accurate as of the 2024 CJ Cup Byron Nelson. Driver: TaylorMade Qi10 (10.5 degrees)...
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Don M. Wilkerson
Nov 10, 2014 at 6:53 am
The Visual Swing Aid For Golfers. Would help the new Hogan clubs. Great way to advertise GREAT TO HAVE THEM BACK. Would love to see and try a set. Was raised in Ft Worth. Inventor
derek
Sep 30, 2014 at 9:25 am
http://smarterpodcasts.com/golfsmarter/440-ben-hogan-brand-reborn-with-scorgolf-ceo-terry-koehler/
cullen davis
Jul 19, 2014 at 11:40 am
All I can say is good luck selling Hogan irons. I own a golf shop in Arlington, Texas Texas and asked all my customers would they buy the new Hogan irons, They laughed and no
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tlmck
May 10, 2014 at 4:34 am
Make me a set of forged Radials with the #3 shaft and I am there. Extremely forgiving and soft as butter. My Rocketbladez Tour are also forgiving and high launch, but just don’t have the feel.
Dom Esposito
May 9, 2014 at 1:12 am
As Mr. Hogan would say: “Get it Right” … (and they will come)
“All The Best”
Merde
May 8, 2014 at 5:26 pm
It’s like FORGAN – it ain’t the same company, no matter what you say or how they resurrect it
MHendon
May 8, 2014 at 10:46 am
My first set of irons ever where some old Hogan Apex blades. Brutally small sweet spot so you where forced to swing under control to make solid contact. Honestly probably not the best option for the average weekend golfer. However I agree with what another commenter said, focus on the purist who wants very high quality and tight tolerances and doesn’t mind paying a premium for it.
Fred
May 8, 2014 at 10:22 am
Back in my day, we played with butter knives that stung our hands so bad our un-born grandchildren felt it, and that’s the way we liked it. Kids these days with their sweet spots and perimeter weighting and mass production. Hogan needs to come out with a set that is nothing but 1-irons, just to prove a point. Harrumph.
Brandon
May 7, 2014 at 8:44 pm
For those that think Koehler is not the right choice to head this project, then I suggest you have a look at Terry’s blog http://www.oobgolf.com/content/the+wedge+guy . That man talks about how Hogan’s vision of equipment. He not only understands Hogan’s feelings and vision but he has also seen how some technology advances, in his opinion, have gone too far and are actually hurting players scores. My favorite is the cavity back versus blades debate http://www.oobgolf.com/search.php?q=blades+vs+cavity+backs&t=0&x=0&y=0&n=&k=&x=1&cx=014344308485032154820%3A3twflabsrtu&cof=FORID%3A9 .
The things that I hope they do is bring back a traditional high muscle baby blade(at least in the short irons) and bring the traditional lofts back(20* 2 iron….49-50* EQUALIZER wedge). I know Terry will definitely team up with either KBS(most likely choice since he has before) or True Temper to create a new “APEX” steel and graphite shaft line for the masses while offering all the custom options that are available today.
So much for me getting a set of Taylormade Tour Preferred CB, MC, MB irons until I hit these. I am more than looking forward to this release.
Praxisdude
Oct 22, 2014 at 12:40 am
Can’t wait to see what is produced. If anyone can put out a Hogan product, it’s Koehler. I was ready to put my money down on either the Nike 2.0 covert forged or Srixon Z745 irons until I read Hogan’s coming back. I’m waiting and saving up. I currently flip back and forth between my Apex Plus and Radials. I have a set of FTX’s. Apex blades, Channel-backs, Apex plus, and Radials. I love forged Hogan clubs. I hate Callaway for their reckless buy out of the Hogan Apex name. The company is the closest thing to a cannibal. First they ate Spalding, than Topflight, than Hogan who’s next.
Rick Altham
May 7, 2014 at 8:39 pm
I hope they are true forged blades, not some cavity back no feel iron. I also hope they make a nice persimmon wood.
Golfraven
May 7, 2014 at 6:38 pm
played the Apex irons for years and those were great. they need to come up with something exciting to compete against Titleist, Callaway, TM and Mizuno
1badbadger
May 7, 2014 at 2:55 pm
Moving the company back to Ft. Worth is a big deal. This tells me the history and legacy of the brand is being respected. When others have mentioned that they hope they “do it right”, this is part of that. I don’t think they need to try to compete with the big companies like Taylor or Callaway…it’s not realistic. They can carve out their niche as more of a boutique company that produces high quality, traditional forgings and wedges. It might be necessary to offer a driver and hybrids to complete the line, but they will always be known for their irons. Technology-wise, there isn’t much you can do with a blade, so do you think there are enough of us who will buy a set for sentimental reasons, or will they have enough juice to pull players away from the brand they have been playing that offer a similar model? I wish them much success!
Brando
May 7, 2014 at 12:58 pm
I agree with snowman. They should stick to producing high quality with tight tolerances forged iron that’s what they were know for. I don’t really think they should make Drivers and Woods but specialize in Irons and Wedges. Just stick to a simple nice looking forged iron with no frills or new technology gimmicks. They could forged them in Ft Worth Texas again the good old USA and sell quality at a premium price like what Mirua in Japan is doing. People will buy them if people truly put a passion into making them and not just a another gimmick golf company. I take a 2 iron as well.
snowman
May 7, 2014 at 11:48 am
Scor 4161 was good a concept IMO, but personally I found the dual bounce to be ‘low bounce’; maybe just my swing/AOA. Re: reintroducing Hogan brand, I think it is great, but as others have said: if they blow it, then it will be disastrous for them. I suggest they make a premium True forged Blade and a Forged Cavity Back, (Not “form forged”(cast) as was the 4161) with multiple shaft/grip/length/lie/paint fill options at no/little up charge. Keep the design simple and classic and focus on high quality manufacturing process/tight quality control. If they do it Right, they can charge a premium price… A quality Hogan branded product will sell for more than the average set. I wish them well, I will be watching.
Erich
May 7, 2014 at 11:27 am
I Know An Old Hogan Rep. At A New Product Meeting Mr. Hogan Was Given A New Cavity Back Iron. He Tossed It Over His Shoulder AnD Said He Had Nothing To Say About It. HE Apparently HateD Cavity Back Clubs.
Rob
May 6, 2014 at 11:38 pm
Hope they come in lefty.
HennyBogan007
May 6, 2014 at 9:08 pm
Dear Mr. Koehler, PLEASE produce an iron that Mr. Hogan would be happy with. Regardless of what they create, I’ll still be the first in line to sign a equipment contract with Hogan.
John
May 6, 2014 at 9:01 pm
Apex Plus irons still were my all-time favorites. Hopefully we will see some great designs. Will be watching.
DB
May 6, 2014 at 6:35 pm
I’m guessing this means the effective end of SCOR4161. And that’s fine. They were really nice wedges, even if they did need a touch more bounce. I’m sure the new Hogan wedges will be even better.
This is a huge opportunity and promotion for Koehler, who seems the obvious choice to reprise the Hogan brand. Really curious to see what him and his team come up with.
PD
May 6, 2014 at 6:11 pm
So sad. They’re just usurping the man’s name. Disgusting.
DE
May 6, 2014 at 9:40 pm
How so? Actually, it seems pretty clear to me that they are very sensitive to Mr. Hogan’s legacy. They are committed “to the Ben Hogan legacy is to ensure that every product delivers unmatched precision and dedication to the art of shotmaking, providing equipment that allows golfers of all abilities the opportunity to optimize their skills.”
That sounds like they are going to honor him and his ideals.
Doug Hansen, PGA
May 7, 2014 at 7:19 am
Actually, PD, the gentlemen behind the re-introduction of Hogan were with Mr. Hogan and his company for quite a while. They are “Hogan men”.
What was “disgusting” was what Callaway did with Hogan: Essentially letting it go to pasture because the reason they (Callaway)owned Hogan was because it came along with all of the goodies from the purchase of Top-Flite (purchased only for the ball patents).
What Mr. Koehler will be doing is the exact opposite of what your statement reads: They will bring back the passion and the quality of what the Ben Hogan brand once stood for, adding reverence, once again, for the name and for Mr. Hogan himself.
Ric
May 7, 2014 at 4:34 pm
Doug, I couldn’t have said it better myself.
cody
May 6, 2014 at 12:53 pm
I think this is awesome news. But could go terribly wrong if the clubs are not top notch. Anyone remember Mac going to to golf smith?
Ian
May 6, 2014 at 12:35 pm
I was thinking of buying new irons later this year. I will now wait and demo the new Hogans. I have been a long time lover of Hogan irons. I have played Directors, producers, Apex, Apex II, and 3 sets of FTX. Can’t wait to see what the guys do. I have long admired the Score wedge system and think these guys are on the same wave length has the Hogan ethos.
Ian
May 6, 2014 at 12:37 pm
As the Hogan ethos.
Eric
May 6, 2014 at 12:19 pm
It would be great to see Producer and Director irons again.
Curtis
May 6, 2014 at 10:45 am
Pretty exciting news! Just felt like the Hogan name has been missing for way to long. Seems like they have everything in place and the right mindset to get this company to succeed again. And screw Callaway for taking the Apex name…joke.
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Tom McCarthy
May 6, 2014 at 10:19 am
Truly exciting news from Perry Ellis and the Ben Hogan group there. Mr. Koehler has taken on a great responsibility and I trust he will produce an outstanding Hogan iron.
Dave
May 6, 2014 at 10:17 am
This is good news. Sounds like Koehler “gets it” regarding the beauty and functionality of the clubs that Ben had in mind.
Nunya
May 6, 2014 at 12:35 pm
(with) all with the appropriate reverence for the man, his company, and his legacy.
God, I hope so. Might have to look at scor wedges…
blink3665
May 6, 2014 at 10:06 am
This is outstanding news! A piece of history is being restored in the game of golf. I hope that they come out with something that is traditional looking with a touch of technology. There are enough irons out there that look like Decepticons and Terminators. I’m curious about what they will do with their lofts. Will they increase the lofts like everyone else, or have something more traditional? Also, how does the SCOR brand fit into this? The SCOR fitting online normally recomends replacing your scoring clubs with SCOR clubs. Will they make the same recommendation with Hogan irons?
29er Dave
May 7, 2014 at 8:50 pm
Decepticons and terminators. Well played! Hope they can be the Muira of America. Any sort of manufacturing here is a good thing. And that’s from a guy that loves his Mizunos. Definitely has my interest…
froneputt
May 6, 2014 at 9:51 am
Some say Callaway missed the boat here … but remember, the BRAND is CALLAWAY, not Hogan.
Wish them luck. Happy they are returning to Ft Worth. I did not get along with Hogan Irons of the 90’s … always thought the shaft was the problem. As to Koehler, I played his original Eidolons and they were fine wedges. The SCOR, I think, may need more effective bounce. But good luck to them.
Jeff
May 6, 2014 at 8:51 am
They make a nice forged iron. Welcome back.
ABgolfer2
May 8, 2014 at 4:46 pm
Bingo. My 1984 Apex PCs had a gazillion miles on them before I bought them in ’94. I put on a ton more. No issues. My 1994 Apex channelbacks feel off somehow. Two iron shaft snapped off at the hosel while hitting a ball off a tee. Only long iron or any club actually to ever see that.
Carlos Danger
May 6, 2014 at 8:35 am
Awesome! I long wondered why someone (Callaway) wasnt producing some club in the Hogan name. I really thought a line of high quality wedges would have sold well.
Even the last line of woods that came out in the early/mid 2000’s were really good. Hopefully they come out with some very traditional looking equipment that has some of the technology available today. I think there is a hunger in the marketplace for something like that.
Stephen L. Clopton
Oct 18, 2014 at 4:36 pm
Glad to hear they are bringing back the Hogan irons. I hope it will be a forged blade traditional looking with feel and 100% made in the USA.
The 70s & 80s had a great feel when hit in the sweet spot, great irons.