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2nd Swing: Q&A with CEO Simon Kallal
“There’s a lot of clubs on the market from three, four and five years ago that golfers are looking for and want to play,” says Simon Kallal, CEO of 2nd Swing.
That’s nothing new to the golf equipment industry, either. Kallal realized there was a market for used clubs – what he calls “pre-swung” equipment — nearly 20 years ago when he was still an undergrad at the University of Minnesota.
His motivation?
As a left-handed golfer (And a good one at that. Kallal played on the University of Minnesota Golf Team and still carries and better-than-scratch handicap.), there were limited opportunities for him to try new equipment.
When Kallal graduated, he passed over an accounting career to follow his passion for golf, opening the first 2nd Swing store in Minneapolis in 1997. The retailer, which specialized in buying, selling and trading golf equipment, grew to 50 stores in 2005. However, that’s also when things started to go wrong for the company.
Around that time, the vision of the company changed, putting 2nd Swing in direct competition with much larger national retailers, Kallal says. The board and some investors became focused on attempting to sell new clubs, along with “shorts, shoes and shirts,” he says.
“Those decisions got us away from the roots of the company,” said Kallal, who subsequently was fired from 2nd Swing. The company name went from 2nd Swing to 2GOLF, and as a result of the changes implemented, they needed new leadership, Kallal said.
“When you have different people with different visions, and you can’t get in line with a vision, you start changing the vision every year,” he says. “You get away from your core foundation of the business.”
Two years after Kallal left the company, the restructured 2nd Swing/2GOLF faced financial hardships in an increasingly difficult and competitive golf marketplace. It filed for bankruptcy (in 2007).
However, that gave Kallal the opportunity to buy back the company’s intellectual properties — including the original name, 2nd Swing — and start anew another two years later.
The new 2nd Swing now has two physical store locations in Minnesota – in Minneapolis and Minnetonka – as well as an enviable online store that offers roughly 30,000 used clubs. The company also has an impressive selection of “tour only” clubs and desirable difficult-to-find brands as well as most of the new models big box stores carry.
Our Zak Kozuchowski had a chance to speak with Kallal about 2nd Swing and what golfers should know before they consider a used equipment purchase.
ZK: OK, Simon. Let’s say I’m interested in a new driver, but I’m not able to visit one of 2nd Swing’s stores in Minnesota. How can your company help me?
SK: I think the biggest way we help golfers is by investing heavily into the product, staff and technology of our stores and then mirror those high-quality and personalized services online.
We just do things other companies aren’t doing.
For instance, we take all of our own images of our actual clubs and products for sale, have an online clubfinder feature and re-create the fitting experience by giving customers the opportunity to speak with certified fitters on our online sales team. They’re right there for you and can answer questions and help you get a precise fit for your new or used club.
We’re really zeroed in on what you call an omni-channel approach. Whether you come into our stores or go online, we try to have that experience be very very similar in terms of who you can speak to and what you can do.
One thing that comes to mind is if you buy a club on 2ndswing.com, just like in the stores, you can add length. You can add weight. You can hot melt a driver, let’s say. If you want to change a grip, you can add an extra wrap under the right hand. Those are all just examples of the things that you can do through our website and in the stores, too.
Not only do we provide customers with thousands of club customizing options for each online checkout, but we also can have discussions online or over the phone — similar to what we do in the 2nd Swing Golf stores — with our certified, professional and award-winning clubfitters. You can set up a scheduled fitting appointment. And we’ll get your custom order to you within three days.
ZK: What’s the biggest mistake you’ve seen golfers make when they’re buying new clubs?
SK: Not having the right personalized fit for them. And that can be whether it’s length, lies or lofts for iron sets, wedges or putters. So making sure you know your specs — and get professional assistance in finding them — is really important.
ZK: Many of our readers are concerned with the trade-in value of the clubs they purchase, because they want to be able to try something new the next season. Are there certain brands or types of clubs that tend to hold their value better than other clubs? What can golfers do to make sure they get the most from their trade-in?
SK: There are brands that hold their value much better than others. That’s mostly due to the life cycle of the products, which tend to be 18 to 24 months. Those brands with the longer life cycles — PING, Titleist, Bettinardi, Miura — will tend to hold their value longer than other brands that have shorter life cycles.
Oh, also keep your headcover on, and trade-in your clubs with us at 2nd Swing.
ZK: Dick’s Sporting Goods recently fired more than 500 of its PGA Professionals, citing smaller margins from markdowns of new products as a leading cause. Has this been an issue for 2nd Swing?
SK: We’ve been hiring PGA pros over the last 12 months… Having markdowns on new products and smaller margins always affects how we manage our sell prices on the used side. It does become problematic when there’s instability in the market. When new pricing comes down very fast, you have to watch your sell price on the used side.
You have to keep an eye on your sell prices and make sure you buy at the right price because, you know, we are a consumer-vendor concept, so there’s no price protection. We can’t go back to an individual customer and say, “Hey, I want my $20 back.” We bought it, and we own it.
Whereas if there’s a markdown in the industry, on the retail side, you can go to the vendor and get some net-downs. So for us, we always have to be very very cognizant of what’s going on from a product-pricing standpoint.
ZK: How would you describe your typical 2nd Swing customer?
SK: The avid golfer loves our concept. I mean you can customize your clubs, stamp ‘em, paint ‘em. It’s cool.
For instance, with the 3M Championship in town (at TPC Twin Cities) there must have been four or five Tour pros coming in looking for unique and specialized items. We have PGA pros who visit our stores, shop online and use our other services, like Mark Brooks, Tom Kite, Rocco Mediate, Tim Herron and Tom Lehman. Vijay Singh bought seven drivers while he was in. Seven drivers. That’s cool.
Hey, if they know this is a fun place to shop, we want all other golfers to know that, too.
ZK: What’s the difference between you, as a small business, and your big box competitors? How can you compete and what advantages do you have over them?
SK: Yes, we’re a small business. But we are active in our community and in growing the game here — and overall — through youth and other initiatives.
We also are doing advanced things online that no one else is doing. We have a new version of our website that we just launched last month. You gotta check that out. We also have our own brand-new dedicated fittings website for extra assistance and an independent golf blog with club reviews, swing tips and other news.
We have a lot going on because we’re passionate about the game. This is stuff we care about. We want to see, too. We are a company of golfers, and we want to make the game more enjoyable as well as grow the game of golf — for everyone’s benefit.
For example, on our Board of Advisors, we have two PGA Professionals that were named PGA Golf Professional of the Year, with Mike Schultz (Hazeltine National Golf Club in Minneapolis) and Jock Olson (Interlachen Country Club in Minneapolis). I think that personal connection to the game and PGA Tour sets us apart as well.
ZK: What’s next for your company?
SK: We’re always trying to find the best thing for our customers. We’re doing a lot, as you can see.
Recently that meant adding PING nFlight fitting bays and a Bettinardi Studio B putting fitting center. But the big launch for us right now, in summer 2014, is Tour Van. This is high-end, state-of-the-art, in-store studio fitting with the best technology in the world. We’re providing our customers with the same level of service that a pro would receive on Tour.
At the 2nd Swing store in Minneapolis and our Tour Van studio next door, you can do it all. I really mean that you can do anything to your club or any type of swing testing available today. We have the most-advanced equipment, parts and tools, along with the personnel who know how to wield them.
At Tour Van, you can cure a shaft in 15 minutes. You can digitally loft and lie a head. We have TRACKMAN and GEARS 3-D imaging and swing-analysis equipment. It’s as cool as it gets. If you’re anywhere around Minnesota, you’re going to want to come see it in person. It’s a golf destination. Just look at Tour Van online and take a virtual tour at our Google+ page.
It’s awesome.
We here at 2nd Swing try to set a vision for golf and keep in tune with the game. This matters to us. A lot of the big box guys are thinking, let’s sell golf clubs and they end up re-investing in soccer. That’s not good for golf. What’s good for golf is to sell golf and re-invest those dollars back into the game.
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March has brought out the lion as the month draws to a close. An early spring fortnight brought dreams of golf for the northern states until Mother Nature shrieked a veil of snow across those emerald fairways. Fortunately for golf, the sun shined bright and warm across a fair part of the links landscape, and events in Singapore, the Yucatan, California, and Florida, went off as planned. We hold our breath when champion golfers rise to the occasion in grand slam events. For the Malnatis, Feaglers, and Svenssons of the golfverse, every week is a major opportunity. In honor of their efforts, let’s begin this week’s Tour Rundown with a flying beast seen rarely outside the southern oceans: the albatross
ALBATROSS FOR @ROBBY_SHELTON!
Are you kidding?! ? pic.twitter.com/UzNOQQHkqo
— PGA TOUR (@PGATOUR) March 24, 2024
PGA Tour @ Valspar: Malnati earns second tour title
Keith Mitchell played 54 great holes from Thursday to Saturday in Florida and played two more great ones on Sunday. It was the eight rotten holes on day four that cost him nine shots and dropped him from first to 17th in one round. Mitchell looked like a man poised to collect his first tour title, until his Sunday malaise. His struggles cleared the way for a number of challengers to move up the board. The tournament was won at 12-under par, but eight players finished within four shots of that lead.
Four shots are not a lot to make up on the Copperhead golf course at Innisbrook. Adam Hadwin, Carly Yuan, Xander Schauffele, and Ryan Moore finished on 276 strokes, four back fo the leader and tied for fifth. Mackenzie Hughes and Chandler Phillips finished one shot lower, at 275 strokes, in a tie for third spot. The runner-up spot was claimed by Cameron Young, perhaps the most talented player on tour without a win. Young was spectacular all week, never leaving the 60s.
Late in the round, Peter Malnati posted his fifth birdie of the day, at the difficult 17th. His tee ball from 200 yards settled six feet from the hole, and he guided the putt home. Ahead of him, on the uphill 18th, Young flew his drive far left but was able to loft an approach onto the green. His first putt, from 50-ish feet, came up woefully short and his attempt to save par was wide of its mark. Despite a drive into the left fairway bunker at the last, Malnati was able to recover to the green in two and coax a 25-feet approach put to tap in range. The victory was Malnati’s first since 2015, and his second overall.
Another birdie for @PeterMalnati ?
He holes the solo lead with one to play @ValsparChamp. pic.twitter.com/plqKr3dvm1
— PGA TOUR (@PGATOUR) March 24, 2024
LPGA @ Se Ri Pak Championship: Korda rebounds for overtime win
During the first week of March Madness, maddening things happened on and off the hardwood. For Nelly Korda, the eagle she collected with five holes to play, should have given her momentum and confidence. Instead, it took her in the opposite direction. She found bogies at 15, 17, and 18, and it was only a saving birdie at the 16th that allowed her entry into a playoff with Ryann O’Toole. The pair returned to the 18th tee, and Korda once again managed to reverse fortune.
After the eagle, Korda strode at 11-under par, while her closest pursuers were a solid handful behind. At that juncture, O’Toole snared birdies at 15 and 16, and closed with pars at 17 and 18. She waited 45 minutes for Korda to finish, certainly uncertain as to her chances for more golf. In the playoff, both golfers hit stellar approach shots to the home green, with Korda about four feet inside O’Toole. The UCLA alumna missed her run at birdie, but Korda’s aim was true. The victory was her 10th on tour and her second of the 2024 campaign.
Two gorgeous approaches from @RyannOToole and @NellyKorda ?
This is gonna be a close one! pic.twitter.com/tKIZyRNxZd
— LPGA (@LPGA) March 24, 2024
DP World Tour @ Singapore Classic: That’s Svensson with three S’s
Svenson and its variations must be somewhat similar to the name Smith across the English-speaking world. Your father was a guy named Sven, so they didn’t think too long before giving you a last name. Jesper Svensson must be relieved: coming from a long line of Svens (hence the double S in the middle) his parents strayed from the norm and went all in on Jesper. This week in Singapore (which might be renamed Ssingapore for a bit) Jesper, son of Svenss, took down a guy that the golf world was all in on, just a decade ago.
Kiradech Aphibarnrat has a fun name to pronunce, at least for filologists. Back in the 2010s, he was a rising star, bound for glory. He collected four wins on the DP World Tour, from 2015 to 2018. Then, inexplicably, he went away. The Thai golfer made his return to our collective view in 2024 and came within a whisper of collectin win number five on Europe’s tour. Aphibarnrat opened and closed the event with rounds of 64, and normally, those fireworks would have sufficed to ice the trophy. Then came a guy named Jesper, son of Svenss.
Despite three bogies on his Sunday card, Svensson amassed eight birdies and two eagles and posted 63. This indiscrete round was enough to earn him a spot in a playoff with Aphibarnrat. The duo returned thrice to the 18th tee, and things appeared to worsen with each voyage. After having the hole with birdies in trip one, the pair managed pars in trip two, then a par and bogey in trip three. Just like that, the tournament had reached a conclusion, and Jesper Svensson the golfer will now threaten Jesper Svensson the bowler’s hold on Wiki searches. Enjoy one of his approach shots for eagle during round four.
A shot worthy of any champion ??#PorscheSingaporeClassicpic.twitter.com/apNudYeFkl
— DP World Tour (@DPWorldTour) March 24, 2024
Korn Ferry Tour @ Bupa: Feagler stands tall after playoff
The KFT event along the Mexican Riviera began day four in the hands of an Argentine golfer. Nelson Ledesma appeared worthy of the title, until he endured a thousand small cuts, on his way to a closing 81. He dropped from 1st to 31st and didn’t just open the door for his chasers. He took out two or three walls and exposed the entire barn for all to enter.
The PGA Riviera Maya course played a stout, 7200 yards this week, and its defenses were apparent for all who came to compete. The week’s low round of 65 came on Thursday, and was redeemed by Jesus Montenegro, He soared ten shots higher on day two but would steady himself enough to finish in a seventh-place tie. With 66 on Thursday, Davis Shore found himself in contention, and he would remain until closing time. As the challenges increased, scores headed north and rounds of 76 and 74 would ultimately be found on the scorecards of the men who tied at the top.
Shore posted a 76 on day three, while Clay Feagler signed for a 74. On Sunday, as Ledesma was tumbling, both Shore and Feagler marched toward a 4-under-par total. They edged past Julian Etulain and tied for the pole position. Off to extra time they went, but three trips over the 436-yard 18th resolved nothing. Each golfer posted par-bogey-par, and the playoff moved to the 10th tee for its conclusion. There, Feagler made another bogey, but Shore went one worse. Unable to avoid double bogey, Davis Shore was relegated to runner-up status, and Clay Feagler collected a shield for his first Korn Ferry Tour title.
PGA Tour Champions @ Hoag Classic: Six seniors for Padraig
If any man could ever match Bernhard Langer’s 46 wins on Tour Champions, he would certainly have many of the characteristics of Padraig Harrington. The reason he won’t is his heavy investment in a wider reach of golf. Harrington captained the European Ryder Cup side in 2021, a venture that consumes close to two years of a golfer’s attention. After turning 50, Harrington continued to play the PGA Tour, mixing in Tour Champions appearances when time allowed. The Irish golfer has also become a YouTube favorite, offering advice and wisdom to those who wish to improve at the game. In other words, he lacks Langer’s laser focus on one task: winning titles.
That’s quite all right because when Padraig Harrington is on his game, wins come his way. They are rarely runaway victories, and this enhances his reputation for performing at the wire. This week in California, Harrington managed to close out Thongchai Jaidee in a most un-Harrington-esque manner. The lad from Dublin closed birdie-double-birdie-birdie, and this was enough to hold off the champion from Thailand by one.
The double at 16 was Harrington’s second of the day. A pair of doubles is welcome in no poker hand, yet Harrington found a way to overcome. The win was his sixth on Tour Champions. With a pair of playoff losses on the senior circuit, Harrington was fortunate to conclude matters in regulation time.
Paddy is clutch!@Padraig_H bounces back from a double bogey on 16 with a birdie on 17 to tie the lead @HoagClassic ? pic.twitter.com/pYaIamtSN8
— PGA TOUR Champions (@ChampionsTour) March 24, 2024
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The Wedge Guy: Golf mastery begins with your wedge game
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Cameron Young WITB accurate as of the Valspar Championship. Driver: Titleist TSR3 (9 degrees) Shaft: Accra Tour Z5 65 M5...
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Nelly Korda’s WITB accurate as of her win at the Fir Hills Seri Pak Championship. Driver: TaylorMade Qi10 Max (10.5...
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Driver: Titleist TSR3 (10 degrees) Buy here. Shaft: Project X Denali Blue 60 TX 3-wood: Titleist TSi3 (15 degrees) Buy here....
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scott
Aug 15, 2014 at 3:48 pm
Sounds like the people using the stores in Minnesota are very happy. As for the online site, I find it “so so” . . . . they claim the best trade in prices, but I was able to get more using the PGA value guide for about 1/2 of the trade-ins I’m considering – – the pro at my home club will pay me in cash on the spot using the PGA numbers. The search engine works, but it’s kind of cumbersome to use. And to a previous poster’s comments regarding used prices, there aren’t a whole lot of bargain basement prices anywhere if you’re looking at the bigger brand names and 2nd Swing is no different – – they still have to make a profit – – the bargains are in the “second tier” manufacturers products, many of which are quite nice if you try them.
JS
Aug 14, 2014 at 4:52 pm
It really is a great company. The staff is very knowledgable and friendly. I worked for Simon for a brief period and he was a great guy to have as a boss. He treats all the customers and staff exactly how you should treat them. He deserves all the success he has had and more.
Clapton
Aug 14, 2014 at 2:54 pm
Experience at 2nd Swing has always been best in the business! Just this Spring, I worked with Justin in the Ping nFlight bay to find the appropriate clubs to my game. With the shaft extension and a tweak to the loft/lie on the irons, I have been able to step up my game in 2014. Thanks to the guys at 2nd Swing I was able to trade in my old clubs at a fair price and walk out with the new, a great all around experience!
Dave
Aug 14, 2014 at 12:20 pm
The best thing about the stores is the technology. For no cost I can grab the newest driver and see how it performs against my current clubs. Where else am I going to swing and see instant results on a new club vs. whats in my bag?
2nd Swing = Staff/Technology/Selection that even the big guys don’t match up against.
Ryan
Aug 14, 2014 at 12:10 pm
I have to add a dissent here. I’ve been to the Minneapolis location a couple of times looking for used clubs. I have consistently found their used selection of drivers and wedges to be priced too high. I bought a used Callaway driver at a local Golfsmith store for $38. Second Swing had about 5 of the same driver for $100-$120. I couldn’t find any wedges priced below about $40. Am I missing something here? This seems like a lot for used clubs.
Ping G15s
Aug 14, 2014 at 8:32 am
These guys really do go the extra mile. In my experiences online, their service team really does their best to handle each customer and their needs/questions. I’ve ordered several times from 2nd Swing, initially starting on eBay and then moved to their website. What you can do on their website is pretty cool being able to customize any new or used club. I’m looking at a custom set of G30’s in my future (currently have G15s) and you can get any shaft/grip/grind that their WRX department does and order it right on their site, and less than anywhere else. If I lived anywhere near the stores it sure looks like the Tour Van is a cool facility. Good to see a “little guy” doing well with all the big box guys out there.
jeff
Aug 14, 2014 at 7:49 am
i would go nuts in there
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Billy Joe
Aug 13, 2014 at 11:00 pm
I have a stack of rectangular prism shaped boxes in my garage with 2nd swing on them.
James
Aug 13, 2014 at 7:11 pm
I live south of Minneapolis and prefer to drive up to 2nd Swing to get new clubs. Their staff is top notch and I have never felt that they want to just sell me a club, but make sure I’m getting the right one. They are fantastic!!
Chris
Aug 13, 2014 at 5:01 pm
I’ve been shopping at 2nd Swing since the beginning – my father and Simon go back quite a ways. 2nd Swing is an addiction, plain and simple, but I’m not complaining. They have so many clubs and such knowledgeable people that you can’t help but want to go in and try something different that might help you.
I absolutely love 2nd Swing and am so thankful that it’s right in my backyard. Keep doing what you do!
nikkyd
Aug 13, 2014 at 4:42 pm
At the minnetonka store you can grab a handful of used name brand wedges for about $20 . And they are usually in great playing shape still! Amazing amount of golf clubs in that store. And remember too, the playing season is short in minnesota 🙂 so clubs are usually in great shape
Spencer
Aug 13, 2014 at 4:39 pm
I’ve been shopping at 2nd Swing for a couple of years now. It is one of the few companies where you can go into the store, or talk to a sales team member on the phone and they truly care about finding the right product for you. They aren’t trying to push you towards the newest and most expensive products, they match you up with the club and shaft that fits your swing (no matter how ugly it is). It’s great to see them growing so quickly!