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2nd Swing: Q&A with CEO Simon Kallal

Published

10 years ago

Aug 13, 2014

“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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Five Things We Learned: Friday at the PGA Championship

Published

15 hours ago

May 18, 2024

Ronald Montesano

Early on Friday morning, a vendor working for the PGA Championship was struck and killed by a tournament shuttle bus. Nearly at the same time, as he arrived for his second round of tournament play, Scottie Scheffler attempted to detour around the scene, and was arrested, booked, then released. Somehow, Scheffler returned to Valhalla and played his second round of the tournament. Despite the jokes and memes of some in the golf industry, the tournament took a back seat to life and humanity on Friday morning. Our prayers are with the family and friends of the vendor, as well as with all involved.

Day two of Valhalla’s fourth PGA Championship did not see a repeat of the record-setting 62 posted by first-day leader, Xander Schauffele. The low card of 65 was returned by five golfers, when play was suspended by darkness. Five golfers still on the course, were on the positive side of the expected cut line of one-under par, while 12 more either had work to do, or knew that their week had come to an end.

The best 70 golfers and ties would advance to the weekend. 64 golfers figured at minus-two on Friday evening, with another 15 at one-under par. The most likely scenario saw those at even par, headed home. The formula was simple: finish under par and stick around. Play resumed at 7:15 on Saturday, to sort through the last six threesomes. Before the night turned over, we learned five important things to set us up for a weekend of excitement and excellence. It’s a pleasure to share them with you.

This was a wild par save from Cam Young! ?#PGAChamp pic.twitter.com/EnpUR5hiJM

— PGA Championship (@PGAChampionship) May 17, 2024

1. The 65s

On Thursday, three golfers etched 65 into the final box on their card of play. On Friday, nearly twice that number finished at six-under par for the round. Collin Morikawa moved from top-five into a spot in the final pairing. The 2020 PGA Champion at Harding Park teed off at the tenth hole, and turned in minus-two. He then ran off five consecutive birdies from the fourth tee to the eighth green, before finding trouble at the ninth, his last hole of the day. Bogey at nine dropped him from -12 to -11.

The same score moved Bryson DeChambeau from 11th spot to T4. Joining the pair with 65s on day two were Matt Wallace and Hideki Matsuyama (each with 70-65 for T11) and Lee Hodges (71-65 for T16.) Morikawa, Matsuyama, and DeChambeau have major championship wins in their names, while Wallace has been on the when to break through list his entire career. Hodges epitomizes the term journeyman, bu the PGA Championship is the one major of them all when lesser-known challegers find a way to break through.

Collin Morikawa takes the lead!

That’s 3-straight birdies for the 2020 PGA Champion. pic.twitter.com/GoZSoHx5q2

— PGA Championship (@PGAChampionship) May 17, 2024

2. The Corebridge team of PGA Professionals

Last year’s Cinderella story, Michael Block, did not repeat his Oak Hill success. Block missed the cut by a fair amount. Of the other 19, however, two were poised to conclude play and reach the weekend’s play. Braden Shattuck had finished at one-under par, while Jeremy Wells (-2) and Ben Polland (-1) were inside the glory line, each with two holes to play.

With three holes to play on the front nine, Kyle Mendoza sits at even par. His task is simple: play the final triumvirate in one-under par or better. If Mendoza can pull off that feat, and if the aforementioned triumvirate can hold steady, the club professional segment of the tournament will have four representatives in play over the weekend.

Braden Shattuck, PGA makes a CLUTCH birdie putt on No. 8 to get inside the cut line!? pic.twitter.com/Tx3ipS2dFg

— PGA of America (@PGA) May 17, 2024

3. Scottie Scheffler

In his post-round interview, Scheffler admitted that his second round, following the surreal nature of the early morning’s events, was made possible by the support he received from patrons and fellow competitors. The new father expressed his great sadness for the loss of life, and also praised some of the first responders that had accompanied him in the journey from course to jail cell. Yes, jail cell. Scheffler spoke of beginning his warm-up routine with jail-house stretches.

Once he returned to Valhalla, Scheffler found a way to a two-under, opening nine holes. He began birdie-bogey-birdie on holes ten through twelve, then eased into a stretch of pars, before making birdie at the par-five 18th. His second nine holes featured three birdies and six pars, allowing him to improve by one shot from day one. Scheffler found himself in a fourth-place tie with Thomas Detry, and third-round tee time in the third-last pairing. Scheffler’s poise illustrated grace under pressure, which is the only way that he could have reached this status through 36 holes.

Scottie Scheffler birdies 3 of the last 5 holes!#PGAChamp pic.twitter.com/8isjEJrXw3

— PGA Championship (@PGAChampionship) May 17, 2024

4. Sahith!

It’s a little bit funny that the fellow who followed 65 with 67, is nowhere to be found on the video highlight reels. He’s not alone in that respect, as Thomas Detry (T4) was also ignored by the cameras. Theegala has won on tour, and has the game to win again. The Californian turned in four-under par on Friday, then made an excruciating bogey at the par-five tenth. He redeemed himself two holes later, with birdie at the twelfth hole.

Theegala is an unproven commodity in major events. He has one top-ten finish: the 2023 Masters saw him finish 9th. He did tie for 40th in 2023, in this event, at Oak Hill. Is he likely to be around on Sunday? Yes. Will he be inside the top ten? If he is, he has a shot on Sunday. If Saturday is not a 67 or better, Theegala will not figure in the outcome of the 2024 championship.

5. X Man!!

After the fireworks of day one, Xander Schauffele preserved his lead at the 2024 PGA Championship. He holds a one-shot advantage and will tee off in the final pairing on Saturday, with Collin Morikawa. Eleven holes into round two, Schauffele made his first bogey of the week. The stumble stalled his momentum, as he had played the first ten holes in minus-four. Will the run of seven pars at the end signal a negative turn in the tide of play for Schauffele? We’ll find out on day three. One thing is for sure: minus twelve will not win this tournament. Schauffele will likely need to reach twenty under par over the next two days, to win his first major title.

Long birdie putt? No problem for Xander Schauffele! ?#PGAChamp pic.twitter.com/ZqRaBGMFPO

— PGA Championship (@PGAChampionship) May 17, 2024

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Scottie Scheffler arrested, charged, and released after traffic incident at Valhalla

Published

2 days ago

May 17, 2024

GolfWRX Staff

As first reported by ESPN’s Jeff Darlington, Scottie Scheffler has been detained by police on the way to Valhalla Golf Club this morning due to a traffic misunderstanding.

“Breaking News: World No. 1 golfer Scottie Scheffler has been detained by police in handcuffs after a misunderstanding with traffic flow led to his attempt to drive past a police officer into Valhalla Golf Club. The police officer attempted to attach himself to Scheffler’s car, and Scheffler then stopped his vehicle at the entrance to Valhalla. The police officer then began to scream at Scheffler to get out of the car.

“When Scheffler exited the vehicle, the officer shoved Scheffler against the car and immediately placed him in handcuffs. He is now being detained in the back of a police car.”

Darlington also posted a video of the dramatic moment which you can view below:

Here is video that I took of Scheffler being arrested: https://t.co/8UPZKvPCCf pic.twitter.com/9Tbp2tyrJh

— Jeff Darlington (@JeffDarlington) May 17, 2024

There was an unrelated accident at around 5am, which is what may have caused some of the misunderstanding of which traffic was moving.

Speaking on ESPN, Darlington broke down exactly what he witnessed in full detail:

“Entering Valhalla Golf Club this morning, we witness a car pull around us that was Scottie Scheffler. Scottie Scheffler has been detained by police officers, placed in the back of a police vehicle in handcuffs after he tried to pull around what he believed to be security, ended up being police officers.

“They told him to stop, when he didn’t stop, the police officer attached himself to the vehicle, and Scheffler then travelled another 10 yards before stopping the car.”

“The police officer then grabbed at his arm, attempting to pull him out of the car, before Scheffler eventually opened the door, at which point the police officer pulled Scheffler out of the car, pushed him up against the car and immediately placed him in handcuffs. Scheffler was then walked over to the police car, placed in the back in handcuffs.

“Very stunned about what was happening, he looked towards me as he was in those handcuffs and said ‘please help me’. He very clearly didn’t know what was happening in the situation.”

“It moved very quickly, very rapidly, very aggressively. He was detained in that police vehicle for approximately 20 minutes. The police officers at that point did not understand that Scottie Scheffler was a golfer in the tournament, nor of course that he is the number one player in the world.”

Full details on Scottie Scheffler’s arrest, excellent reporting by @JeffDarlington.

pic.twitter.com/GnRFR9gEgS

— Kevin Negandhi (@KevinNegandhi) May 17, 2024

Due to the accident, play has been delayed this morning. Scheffler’s current tee time for the second round of the PGA Championship is 10:08 a.m.

Scheffler’s mugshot following the incident:

Scottie Scheffler’s mugshot from Louisville Metropolitan Department of Corrections. pic.twitter.com/bcJn54Nu5x

— Golf Digest (@GolfDigest) May 17, 2024

*Update*

Scheffler has been charged with 2nd Degree assault of a police officer, criminal mischief 3rd degree, reckless driving and disregarding signals from an officer directing traffic.

Scottie Scheffler charges

Per: https://t.co/BPBfERxPNn

– 2nd Degree assault of Police officer
– Criminal Mischief 3rd degree
– Reckless driving
– Disregard signals from officer directing traffic pic.twitter.com/bX8mFF2Xay

— sam stone (@sam_rock_stone) May 17, 2024

*Update*

According to ESPN+, Scottie Scheffler has been released and is now on his way to the golf course.

*Update*

Scottie Scheffler arrives at Valhalla ahead of his 10:08 a.m second round tee time.

After being detained by police earlier this morning, Scottie Scheffler was released and is back at Valhalla Golf Club for his second round of the PGA Championship. pic.twitter.com/KvS5Hwo6PS

— TSN (@TSN_Sports) May 17, 2024

*Update*

The PGA of America released this statement regarding the fatal accident, which diverted traffic at Valhalla this morning.

“This morning we were devastated to learn that a worker with one of our vendors was tragically struck and killed by a shuttle bus outside Valhalla Golf Club. This is heartbreaking to all of us involved with the PGA Championship. We extend our sincere condolences to their family and loved ones.”

Per the PGA Tour, Scheffler released the following statement.

Scottie Scheffler’s statement prior to Round 2 @PGAChampionship. pic.twitter.com/x26RFOqCIa

— PGA TOUR (@PGATOUR) May 17, 2024

We will update this developing story as more information on the situation is revealed.

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Five Things We Learned: Thursday at the PGA Championship

Published

2 days ago

May 16, 2024

Ronald Montesano

It was a year ago that we the north, found ourselves with toes and fingers crossed. The Oak Hill PGA Championship of 2023 finished on schedule, despite the iffiness of weather in upstate New York. It’s 75 degrees today across the Niagara Frontier, which makes it two out of three (2022 was the same way) for sultry, unseasonal weather.

Louisville is, let’s be honest, a much better bet for a May PGA Championship, and Valhalla is an exciting venue for the year’s second major championship on the men’s circuit. Brooks Koepka came in as the defending champion, and Rory McIlroy arrived as the last golfer to win a major at the Nicklaus-designed course. That was a decade ago, and lord, have things changed in the world and golf.

Day one at Valhalla offered walk-in eagles, buckets of birdies, and potential for a record-low, winner’s score. We’ll get right to the meat of the matter, with five things that we learned. After all, if you can make par from the muck, anything’s possible in the land of the horses.

Cam Smith made par from here …#PGAChamp pic.twitter.com/BY5ZFCiH45

— PGA Championship (@PGAChampionship) May 16, 2024

1. X marks this spot

Xander Schauffele went head-to-head last Sunday with Rory McIlroy, at least on the practice green. By the end of the round, Rors had won for a fourth time at Charlotte, while the X Man sat scratching his head, wondering what went wrong. Fortunately for us, Xander didn’t sulk.

The San Diego State alumnus absolutely torched Jack’s track with 62. Four birdies on the front nine, were followed by five more on the inward side. Schauffele never looked as if bogey was a consideration, and he might have gone even lower. Despite winning the Covid-delayed Gold medal at the Japan Olympics (I consider it a major, btdubs) Schauffele continues to chase an initial men’s major, and the validation that it brings. If 62 doesn’t get you over the hump, who knows what will.

Cam Smith made par from here …#PGAChamp pic.twitter.com/BY5ZFCiH45

— PGA Championship (@PGAChampionship) May 16, 2024

2. Scottie starts strong? Aye.

Last month, Mr. Scheffler won a second green jacket at Augusta National. Last year in Rochester, Mr. Scheffler tied for second in this event. Mr. Scheffler began play today with a walk-in eagle, a one-hop affair that never looked as if it might go anywhere but to its home. Scheffler had a few rough holes, but that’s to be expected from a new dad. Each time he made bogey, he bounced back with birdie, so he has that short memory that winners crave. Surprisingly, Scheffler failed to manage one last birdie at the reachable 18th. Perhaps that miss will motivate him in round two.

Scottie’s shot was so nice we had to see it twice ?#PGAChamp pic.twitter.com/eR1UUsyi3a

— PGA Championship (@PGAChampionship) May 16, 2024

3. LIV Check-In

It’s good to check in on the departed from time to time, to ensure that the fellows formerly known as PGA Tour members are doing well. It’s safe to say that some of them can still play. Defending champion Brooks Koepka posted 67 on the day, He had an eagle and three birdies on the day, with only a stumble at the 17th. He’s tied for 7th. Bryson DeChambeau made an eagle of his own, but also had a bogey, at the 12th hole. He cohabits eleventh position with Cameron Smith, who ALSO had a bogey on his card. They are one shot behind Koepka, and a fistful more behind the leader.

ON THE MONEY ?

Bryson DeChambeau for eagle! #PGAChamp pic.twitter.com/Gz24VikAGQ

— PGA Championship (@PGAChampionship) May 16, 2024

4. Sahith and Tony at Schauffele’s heels

Both Finau and Theegala represent a special sort of athletic golfer. Their power and their charisma blend to draw golf fans to their groups. Let’s be honest, too, and say that they don’t look like the traditional professional golfer. As much as Tiger Woods did in the 1990s, they have the power to bring greater diversity to the sport.

In terms of their play today, well, only Xander was better. Finau had a clean card, with six birdies and twelve pars. Theegala had seven birdies, ten pars, and one bogey. Each combined power and finesse to insert themselves squarely in contention, ahead of round two. How will they, and Xander as well, manage the afternoon putting surface on Friday? That’s the great unknown!

SAHITH. THEEGALA. ?

This hole out puts him in a tie for the lead early at the #PGAChamp.

? @PGAChampionship pic.twitter.com/s3vLZNBQI7

— Golf Channel (@GolfChannel) May 16, 2024

5. All those other guys are here!

Rory, Tom Kim, Collin, and Viktor are all at minus-three or lower. Valhalla may not be a traditional golf course, but it is the type of course that the world’s best play well. McIlroy currently sits at minus-five, tied with Robert MacIntyre, Kim, and three others in fourth position. Maverick McNealy finished fast to reach the same figure, as did Tom Hoge. Morikawa closed with birdie to join the sextet at five below. Both Scheffler and Morikawa finished their rounds late on Thursday, meaning they should see smoother greens on Friday morning. If someone is a betting soul, wiser wagers could not be placed on better names than those two, two-time, major champions. Rory will tee off in Friday’s afternoon wave but, hey, he’s Rory, and he won going away last week at Quail Hollow, a course not unlike Valhalla.

The 2020 PGA Champion is making moves.

A solid approach shot from Collin Morikawa ?#PGAChamp pic.twitter.com/DpD7QNfbSM

— PGA Championship (@PGAChampionship) May 16, 2024

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