Opinion & Analysis

What we talked about at Adams Golf

Published

9 years ago

Feb 11, 2015

I’ve gone through the comments on my previous stories, looking for topics that my readers seem to want covered. So far, I’ve focused on the nuts and bolts of the industry and stayed away from what might be considered more personal. But one comment kind of stuck with me.

What did we talk about while having a beer? This person wanted to know more about the day-to-day discussions of people in the industry.

Obviously, I can only respond from the Adams Golf viewpoint. The industry is very competitive and as such, we didn’t have industry functions where we got together and socialized. Many years ago, Golf Magazine would have an outing after the PGA Merchandise Show and invite its customers, which included equipment industry folks. I played in a couple, but we didn’t get together to discuss the industry.

At Adams, any conversation during a get-together had the same theme — how do we increase our sales so we can effectively compete with the big guys?

Let me put this in perspective. It’s post 2000, post IPO, we are the No. 1 hybrid on tour and competing daily against companies 5-to-15 times our annual volume At our peak, we did a bit more than $100 million in annual sales and, while that may sound like a lot, it’s well short of the roughly $140 million you need to do all the necessary marketing stuff and turn a profit. You are managing cash flow.

What were we doing with the money? Huge salaries, big benefits, expensive marketing? I know it doesn’t mesh with what many outsiders believe about the golf equipment industry, but we were very conservative. Since it’s public record, you can confirm that my yearly salary never exceeded $200K. Some of our key people actually did better in areas where we had to pay to get the best folks, but we were very professional with our salary structure.

There’s a saying about marketing that goes like this:

“I know 50 cents of every dollar is a waste. I just don’t know which 50 cents.”

We probably spent as much time in random discussions on this subject as anything. We would get a call saying Player X is available and we can get him for… well, more than any of us were making. Once the euphoria of being associated with a known name wears off, it’s the old question: Will the association pay off in sales?

There is no formula that applies to a company that has a tour staff of one or two players. The only thing that moves the needle is to have a large tour staff, and financially it wasn’t in the cards for Adams. It isn’t just the player; it’s how much of your advertising budget gets dedicated to promoting the relationship. Where else could the money go?

That conversation brings us around to “who are we” and “how do we capitalize on our image?” At Adams, we knew we wanted to appeal to the average golfer. Our designs were focused on making the game more enjoyable for what demographically is the largest constituency.

Now remember, in the example I’m giving, this is a bunch of us sitting around having a beer and giving opinions. There’s no formality, just ideas. When it came to the issue of helping the average player, there was one unavoidable step. You had to make excellent product that good players would use and do so knowing it would be a small percentage of total sales. Golf has a pyramid of influence, and if the better players aren’t complimentary of your products the selling effort increases significantly.

There’s an important thing to remember here. The golf equipment industry is a lot more like the fashion industry than many people are willing to admit. The actual differences between products are minor and often subjective. We don’t want to copy, but we are remiss if we don’t look at what seems to be popular and decide how to position ourselves.

Doing all of this — tour, marketing, product design — and you missed break even at $100 million in sales?

Well, cut back!

Drop the Tour staff to one or two minor (read: cheaper) players, cut back on advertising, don’t spend money designing a driver that competes favorably with the best in the market, etc. This movie has been seen, and the company slides into oblivion during the denouement.

There are other “opportunities.” A golf ball manufacturer will make a top-quality ball under our name, a shirt company will do the same. This can be done with golf shoes and virtually anything that’s sold at golf retail. Look to history. Has any smaller company ever been successful adding non-equipment products? The answer is no. So we collectively decide that our focus is on-course and we will try and do the best we can knowing we don’t have the luxury of funding.

Then the sales guy says,”I was in one of the ____ stores the other day and our [very costly] displays were in the back and some had product from other companies.” (I’m assuming everything was done to correct this!)

This is a killer. You spend the advertising dollars, the tour dollars and the R&D money just to have your product displayed where it’s hard to find. There’s a simple reason why; the big guys pay for premium space and make sure it’s properly managed. We completed our budget just getting to the store — renting premium space doesn’t fit. We have to come up with an in-store sales strategy that allows us to compete.

Get the picture? We’re still drinking beer, having a good time and we’re all passionate. And it’s good that we are; we want to put the best product in consumer hands and do so in a way that allows us to compete going forward.

That’s what we talked about.

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Barney Adams

Barney Adams is the founder of Adams Golf and the inventor of the iconic "Tight Lies" fairway wood. He served as Chairman of the Board for Adams until 2012, when the company was purchased by TaylorMade-Adidas. Adams is one of golf's most distinguished entrepreneurs, receiving honors such as Manufacturing Entrepreneur of the Year by Ernst & Young in 1999 and the 2010 Ernie Sabayrac Award for lifetime contribution to the golf industry by the PGA of America. His journey in the golf industry started as as a club fitter, however, and has the epoxy filled shirts as a testimony to his days as an assembler. Have an equipment question? Adams holds seven patents on club design and has conducted research on every club in the bag. He welcomes your equipment questions through email at [email protected] Adams is now retired from the golf equipment industry, but his passion for the game endures through his writing. He is the author of "The WOW Factor," a book published in 2008 that offers an insider's view of the golf industry and business advice to entrepreneurs, and he continues to contribute articles to outlets like GolfWRX that offer his solutions to grow the game of golf.

74 Comments

Nat

Feb 24, 2015 at 3:41 pm

As always a great article, thank you. Like many have said, Adams made great stuff. I have just stopped using an F11 driver after using a 9015. Great great drivers. My son had the opportunity to caddie for Tom Watson’s group in a pro am last year and was shocked to see him using an F11. He said it was the best driver he’d ever used, ‘nothing better out there today’.

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golfandgamble

Feb 23, 2015 at 5:16 pm

Why the vitriol towards Mr. Adams? Between he and Wishon, their writing series’ have been outstanding and very insightful. I can’t figure out why people need to be so bashful on here, he doesn’t have to do this, but I’m thankful that he has.

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T-MAC

Feb 23, 2015 at 2:13 pm

Love the arm-chair quarterbacks here. Most of the ideas given on how Adams “should have” grown their brand are a joke. But, it makes for good reading.
I used to be a big Titleist and Mizuno forged guy (after getting rid of my forged Wilson Staff Tour Blades back in the 1980’s). Then one day I went to a Adams Demo day at my Club and hit the forged CB1’s and CB2’s. Best irons I’ve EVER hit. I’ve since owned CB1’s, CB2’s, CB3’s and Pro a12’s. Love the dark finish on these so I stocked up on them since they are no longer available (you can still find some of these in stores today). I also bought a 3-wood as well as several hybrids, which I think are the best on the market. It pains me to see that TM now owns Adams. I guess they thought buying the company would be less expensive than going through a lawsuit over the slot technology? 😉

Appreciate the inside information Barney. Best of luck to you in the future Sir.

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farmer

Feb 15, 2015 at 1:05 pm

Keith and West, you guys are awfully harsh having the benefit of hindsight and no demonstrable credentials. What Mr. Adams describes is a cautionary tale for the new Hogan brand.

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Barney Adams

Feb 13, 2015 at 7:27 pm

As for shipping one club; very slippery slope you are trying to develop relationships with retailers and this broaches direct selling. Larry; try me at [email protected]. As for the “Adams demise. ” never happened. The shareholders decided they could benefit from a sale. Happens every day. Johan Adams marketing comes from TM and has for the last couple of years.

Reply Report comment
- Johan Klarin
  
  Feb 13, 2015 at 11:39 pm
  
  Barney, that explains a lot. TM’s marketing playbook can’t be applied to Adams. TM marketing: flood the world with pushy and loud messaging. Experiment (dolls anyone?) frequently, outspend the competition, and “buy” more pros to endorse your gear. Applying this marketing toolkit/thinking on a smaller scale to Adams will never succeed.
  For a recent example of how to do this better: Cadillac’s marketing guys, shared across GM and other Detroit-based manufacturers for decades, with predicable amounts of harmful groupthink, recently decided to move their top marketing guys to a new office in Manhattan, away from Detroit (both physically and intellectually).
  I would bet some Adidas stock that one of the most cost-effictive ways to help Adams over the next 1-3 years would be to follow the Cadillac (and others) playbook: create a separate marketing team for Adams, and place it physically far away from TM’s marketing. They can still collaborate, but it would make it much easier for Adams to create and tell a story that resonates enough in the marketplace that sales increase meaningfully. It has been done many times before, by many companies, in many industries.
  Thanks for your great commentary across the WRX pages.
  
  Reply Report comment
  - Del Capslock
    
    Feb 16, 2015 at 10:26 pm
    
    Johan….what would you budget for that parallel sales force? Can you afford it?
    
    Reply Report comment
  - Gorden
    
    Feb 21, 2015 at 2:32 am
    
    The only way they are going to keep the Adams line is if it sells….they can use Adams as a testing ground for ideas they are not sure of yet for their flagship TaylorMade clubs. As Adams golf proved haveing one great product (Tight Lies) is not enough to compete in the Golf Club game……..at a level we would call pro level equipment anyway….
    
    Reply Report comment
Larry111

Feb 13, 2015 at 5:13 pm

Barney,
I have in my possession a prototype driver head designed by an iconic long driver who is deceased. It’s aerodynamic and slippery from any angle but it retains an old school look. It looks like it’s getting ready to take off and fly right off my desk. I may be looking at the next Big Bertha.

Here’s the problem, I don’t trust the major manufactures especially Taylormade and Callaway so I don’t want to put it in their hands just yet. Could you suggest an ethical party that knows the ins and outs of the business who I could send it to for an evaluation and maybe establish a game plan? Send me a pm here at GolfWRX if you have any suggestions.

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Andy W

Feb 13, 2015 at 4:32 pm

What’s up with older comments? I click on it and it just scrolls up to the top of the page…

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Johnnie McFarland

Feb 13, 2015 at 1:34 pm

Jonny B described me to a “tee.” I am an old man by my own self-description (58) and a “hacker” for lack of a better term of a casual weekender whose goal is to break 100 consistently. But statistically, am I not the median or average golfer? What percentage of golfers do I fit in? Am I in the majority of golfers out there? I just bought a set of Adams V3 irons because from Adams’ marketing and price point, these clubs fit my game. Would me buying a set of higher-priced, bigger name-brand clubs really improve my game? I doubt it. And I realize that with more time and a greater effort, I can and should improve. The question for me is will my ability synchronize with the potential of my equipment? I formerly played with bargain basement, no name equipment and got teased unmercifully until I asked this question, if a tour player and I exchanged equipment, would my game improve by quantum leaps and bounds and would the tour pro fall into a wormhole? Marketing without question is the key. The thought of purchasing the same equipment top 10 tour pros use might possibly increase my confidence which in turn might possibly improve my game. But would my game improve measurably? And is that improvement more mental (which is extremely important) versus physical? Do I buy clubs because my favorite player uses this brand or do I buy clubs based on my ability and budget. I choose the latter and Adams has been a good choice for me. I took pride in occasionally beating my competition with “no name brand” equipment and I hope to play better with Adams.

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- Justin
  
  Feb 20, 2015 at 6:18 pm
  
  It really doesn’t matter. You play and buy what YOU want, what you can afford. The biggest deal is if you’re properly fitted for your sticks.
  
  Even if it’s a low-end aluminum-faced (or “titanium matrix”) driver and zinc irons and wedges that you got as a full set from Wal-Mart, if you’re chasing after the little white ball you are golfing. Are you “optimized”? Most likely, no… but who really is? Tiger Woods is undoubtedly “optimized” for his equipment, but even he has his days when he has to rely on his B, C, or even D game. That’s golf.
  
  Ever see one of those guys on a rec softball league with all the fancy gear? How many actually “play up” to the equipment? They’re buying it to make themselves feel better about their game (admirable, as it’s their money to spend as they see fit), but it doesn’t help when they go 0-4 at the plate, or drop that routine fly ball.
  
  Buy what makes YOU happy, and ignore everyone else.
  
  Reply Report comment
Johan Klarin

Feb 13, 2015 at 10:06 am

You are describing a branding issue perfectly: in commoditized markets (small variances in product, competitive industry, low margins) if you can’t compete with money, only way to win is to “tell a better story” that resonates. Easy to say, incredibly hard to do. Especially in a company where R&D / engineering and product is historically seen as the core. Nope, this is a marketing gig. Look at SCOR wedges for example – BY FAR the highest satisfaction rates, backed up by robot testing. Meanwhile, most amateurs think Bob Vokey oversaw the production of their SM5 wedge, and thus continue to perpetuate a very effective marketing myth. Vokeys win, not by product excellence, but by superior – and consistent – storytelling. And yes, they do ads – but the ads support the story – they aren’t the story.
The answer is to hire (internally and agency) the best marketing brains – including several from outside the industry. Adams has plenty of engineering and product excellence, and it doesn’t have to flood the golf channel with ads to do much better.
I could be totally wrong about Adams marketing as I’m an outsider, but as a start, I’d take a look at the organization’s top marketing talent.
Currently gaming two 9031 hybrids. Nothing better anywhere.

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Jonny B

Feb 13, 2015 at 8:19 am

My two cents as a consumer – Adams demise (or failure to achieve desired market share) can be partially attributed to their brand image. The brand image is that these are “old man” clubs, or “hackers” clubs. Cleveland is struggling with the same right now, and as such their equipment sales are plummeting. This brand image may or may not be the fault of Adams, I’m sure they didn’t set out to make old man and amateur clubs, but that is the market who bought them.

Another problem is that superior equipment is such a finicky term and goal – so much is subjective when it comes to that stuff. If I go to the range and demo 5 similar iron sets or drivers today – the difference in playability and results is minimal – MINIMAL. So you may say your goal is to produce better equipment, but what is that “better” based upon… better materials, better results, better adjustability, etc? And it isn’t better unless the market knows it’s better, and that takes $$$$ to educate consumers, get clubs in their hands, get premium retail space. The public doesn’t know what they want – you have to tell them. And in the golf industry, you tell them with $$$ and tour players gaming your gear. Adams failed to do this, and so we see they have gone by the wayside.

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DMR

Feb 13, 2015 at 7:15 am

Mr. Adams,
Thank you for taking the time to talk about your experience at adams golf. Although some of the comments I see here lack civility, I am sure most people appreciate your insight. I am curious, in the 70’s and 80’s, the equipment industry did a complete turnover. Wilson, MacGregor, Dunlop, Ram, Hogan…a bunch of companies that had experienced success, seemed to disappear over time, and new companies took their place…Callaway, Taylormade, Ping…even Adams. In your view, how did this occur, and is there a chance, it could occur again?

Thank you….and by the way…I have a couple adams hybrids in my bag that date back a few years. Still have not found a hybrid I like better…

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- Mike
  
  Feb 14, 2015 at 1:03 am
  
  That is a great question. I’m very interested in mr Adams take on this.
  
  Reply Report comment
- Barney Adams
  
  Feb 14, 2015 at 9:23 pm
  
  In a word the demise of those Companies; Callaway. They introduced an era of strong marketing and innovative product. You either learned to compete or you got run over.
  I think it’s happening now. The USGA has essentially stifled real innovation so we have a four horse marketing game. TM, Callaway, Ping and Titleist albeit really a ball company.
  
  Reply Report comment
Chuck

Feb 13, 2015 at 5:19 am

I’m curious what Barney can say about Tom Watson; obviously a consummate player and professional, Watson’s marketing worth is something that a number of companies (Ralph Lauren Polo, for one) seem to like. And yet Tom Watson appears to have resolutely stayed away from contracts with the major club manufacturers (Titleist, Taylormade, Callaway, Mizuno, Wilson.) Barney can you say anything about the Tom Watson/Adams golf linkage?

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- Barney Adams
  
  Feb 14, 2015 at 9:25 pm
  
  It was one of the great experiences. Whatever we said a club would do Tom had to prove it via his ball flight. Couldn’t have had a better partner.
  
  Reply Report comment
Gorden

Feb 12, 2015 at 9:19 pm

Barney what do you think of Wilson slowly gaining some more market share…it has been a long time since Wilson Had a female President that dropped John Daly and killed any Driver sales they would have for years.

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- Barney Adams
  
  Feb 14, 2015 at 9:26 pm
  
  Some improvement but miles to go.
  
  Reply Report comment
Andy W

Feb 12, 2015 at 5:46 pm

Sales in the range of “$140 million…. necessary for marketing stuff and turn a profit” is enlightening. Man, it all adds up being in all the golf mags, TV time, pay for play Pros, ect., all to establish presence and motivation for golfers to buy. Have to think TMAG spent $10 million just on the PGA Show the last three years….

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tom

Feb 12, 2015 at 5:07 pm

it’s all time and place. barney did what he did at the time he did it. his company grew to its apex and could not have grown anymore. you have to consider what he was up against. callaway, titleist, taylormade, ping, et al. those companies were doing all they could against each other and there’s only so much you can do to win the limited amount of golfers there are in the world. $100MM in rev is all he could have done – end of story. if he had started when titleist, ping, taylormade did, and have the “hits” those companies did, he could have been in a different place altogether. if taylormade didn’t have that HUGE hit with the metalwood, they’d be an adams. if ping didn’t have those ground breaking upright lie irons, etc., it’d be a different story. adams didn’t really do much of anything except popularize a utility club. they rode that fad as long and hard as they could, and the other vendors provided a similar product that golfers were content buying to fit their bag profile. look, microsoft was a time and place business. apple, time and place. google, time and place. adams did what they could, and that’s it – end of story. adams is a remarkable story, but callaway, titleist, taylormade, ping, cleveland, cobra, mizuno, nike, bridgestone, are more remarkable.

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- Andy W
  
  Feb 13, 2015 at 7:37 am
  
  Yep, one club (tightlies) was the catalyst, yet clones were everywhere and few Pros saw a need to pull the 2-iron. What if Adams had offered a putter that was a USGA conforming “Surveying Instrument” with an Operating System that guaranteed a perfect Greenread 100% of the time? What if Adams with this putter offered free support just like Microsoft does on their Operating Systems. What if for 17 years nobody could compete with this Adams SI putter like Apple does with Microsoft? What if Pros deemed this putter essential equipment in the bag? With something like that, $100M is not the limit.
  
  Reply Report comment
  - tom
    
    Feb 13, 2015 at 9:12 am
    
    Yup, Andy W, my fine apprentice, you have been correctly influenced by my assertion. had adams come out with something truly revolutionary (e.g. the taylormade metalwood is the great golf equip example) that everyone ‘had to have’, they’d have created the channel “pull thru” required to catapult them to the uber manufacturer status of callaway, ping, taylormade, titleist, et al. however, the “hybrid” club as the “adams revolution” gave them only $100MM rev pull thru at their peak and they were relegated an alsoran at retail. so they had “push thru” going for them and that’s why their retail displays sat unopened in the back receiving area of retail stores. for those channel sales neophytes out there – pull thru occurs because demand for your product is so strong, people come into stores already knowing what they want and literally pull the product off of store shelves. push thru occurs when a product or company has not produced anything hot enough to generate demand and as result you rely on gimmicks (sales spiffs, training, incentives, sexy retail displays, buying end-caps, ads, etc) and hope that you these things will push products thru the channel.
    
    Barney needed to realize that in order to grow his business he had to focus very heavily on a push strategy. you can see in his article that he did NOT focus on this as much as he needed. In fact, he says “(I’m assuming everything was done to correct this!)” when he heard a sales guy talking about their retail displays sitting around in back. if it were my business, i’d have fired the guy! if you’re going to “assume” your sales org is doing what it needed so consumers are, then you’re out of touch and you’re not going to grow. you have to be a push marketing sherpa. your organization has got to know precisely at every level what it needs to do – that starts at the top. if consumers don’t know your product, or if consumers simply aren’t actively looking for your product you have to push your product. if your product isn’t known, then nobody will be looking for it. you can’t assume your retail sales org is doing its job. you have to know they are.
    
    Reply Report comment
- Barney Adams
  
  Feb 15, 2015 at 7:08 pm
  
  Tom, I found myself agreeing until the end and your choice of ” more remarkable” companies. Based on industry data Adams had a greater market share than Cleveland, Mizuno, Nike, Bridgestone or Cobra and all of those companies were owned by a corporate giant and it’s support systems. ( or in Nike and Bridgestone’s cases were a division of a corporate giant) Take Titleist’s ball business away and they too fall off the radar. Just FYI. Makes no difference it’s all history now.
  
  Reply Report comment
- Barney Adams
  
  Feb 15, 2015 at 7:17 pm
  
  Tom ; your conclusion. Adams had greater market share than any of the ” successes” you mentioned starting with Cleveland and they all were either owned by large companies or were large companies. We would have continued to increase but it was an annual street fight. As I’ve said before it’s a fashion/ marketing business. The USGA does not want nor will allow distance improving innovation or anything they feel makes the game easier.
  
  Reply Report comment
Kenner

Feb 12, 2015 at 8:35 am

“Necessary marketing stuff…”
I don’t need to see Ernie every other commercial telling me he has two in the bag.
Or Kenny Perry saying that its out of here.

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west

Feb 12, 2015 at 1:20 am

And am definitely appreciative of Barney, because I will have learned from his mistakes.

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Shawn K

Feb 11, 2015 at 11:16 pm

Sounds like many other businesses. You have to hope quality of product will sell it and your are making money at or it doesn’t work. It is tough to compete with the big boys in any industry toe to toe in marketing, no matter how creative you get. It still costs a lot to market products these days.
If you can’t compete you need to get out or sell. Pretty simple IMO. Sounds like Barney sold and has kept the brand alive. BTW I just picked up an XTD Driver (Demo sell off of course for half of retail. I think that was a whole other discussion.)
Thanks for the article Barney.

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Brian

Feb 11, 2015 at 9:12 pm

I gamed Adams equipment for >10 years. It was flat out good stuff. There’s nothing better than a small company that makes better products than the big guys. And I owned the stock too. Adams Golf was a good, innovative company.

I find these articles to be very interesting reading.

Barney, just ignore the armchair CEOs and 300 yard hitters and keep it coming.

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Ryan rymail00

Feb 11, 2015 at 8:55 pm

Mr. Adams,

Once again I enjoy reading your articles, and giving us an insight 99% of the golfing world will never see. Once again the haters come out of the wood works.

Keep posting!
Ryan aka rymail00

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Tom Duckworth

Feb 11, 2015 at 8:09 pm

Barney I just want to say you made some of the best and most honest equipment during your run. I enjoy your articles and I’m sorry you have to take pot shots from a bunch of wannabe a**holes.

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Barney Adams

Feb 11, 2015 at 6:54 pm

Wow some readers either having very bad days or just down on Adams. What I provided was an honest assessment of our internal conversations and being self ( or company) critical properly done was healthy not complaining.
Always room for improvement but I have to mention one thing; we started in 1987. Since then please name me one equipment company that has started and reached 100m in sales etc….

Reply Report comment
- Jerry
  
  Feb 11, 2015 at 8:15 pm
  
  Don’t worry about it. There’s always 1-2 percent who are haters or jealous because you’ve done what they have dreamed about doing and are working in an industry they can only keep as a hobby. Keep it coming bud.
  
  Reply Report comment
MT

Feb 11, 2015 at 6:32 pm

Adams should really think about making their overall brand look more cool. At this moment they look old that is against them making all those innovations. And I am speaking not influenced by some other brands such as TM that simply looks cheasy and cheep though delivering some great woods.

Reply Report comment
- Barney Adams
  
  Feb 11, 2015 at 6:45 pm
  
  Mr Adams is as they say long gone from the game.
  
  Reply Report comment
- gunmetal
  
  Feb 11, 2015 at 6:47 pm
  
  There stuff right before and after TM bought them looked “cool”. Problem is Adams isn’t Adams anymore. Taylormade is either calling all of the shots or at least has them on a very short leash. Very sad.
  
  Reply Report comment
Regis

Feb 11, 2015 at 4:50 pm

Can’t fathom the degree of vitriol here, but I guess that’s the blog environment. I enjoy the articles Barney.Thanks

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Matt Johnson

Feb 11, 2015 at 3:11 pm

Barney, thanks for taking the time to write and post this blog. I think you know that a lot of folks find it insightful. Please assume there is a silent majority of readers who enjoy your posts. Unfortunately there is also an outspoken majority of ignorant reprobates. What did Teddy Roosevelt have to say about those that actually enter the arena? “It is not the critic that counts…”

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Tom Wishon

Feb 11, 2015 at 2:45 pm

Barney
Just curious since you are sharing info from your days – what was your total company payroll as a percentage of annual sales, same question for marketing expenses. And on a different topic related to your article, did your company use “secret shoppers” who would visit the retail stores frequently/occasionally to ask for your company’s products to then see whether the retailers were supporting you well or doing a bait and switch? Just curious.

Reply Report comment
- Barney Adams
  
  Feb 11, 2015 at 6:59 pm
  
  In reverse order we did have folks visit retail and report back. Not a staff but on occasion. Truthfully placement is the rep’s job and you have to trust them. As for marketing and payroll as a percentage we were high. Not because we were excessive but our volume was the factor. You played the cash flow game and worked to build volume.
  
  Reply Report comment
Mauricio

Feb 11, 2015 at 2:24 pm

I think people are missing the point. Adams puts out great clubs, but the time frame he is talking is before Google was making money in advertising online. A lot of water passed under that bridge. This is great inside information. What I am curious to know is how did Adams Golf got gobbled up by TM Adidas.

Reply Report comment
- Keith
  
  Feb 11, 2015 at 4:32 pm
  
  Adams golf was founded in 1991…so your logic applies for about 9 years of the companies lifespan. There was still a good clip of time that they were still using 1991 logic in the way they approached the marketplace before being purchased. One of the first things that happened post acquisition…Adidas/TaylorMade fired the advertising agency in Dallas.
  
  It sounds like they focused their dollars in the wrong places…it is actually a great lesson for anyone starting a business in golf. There are a lot of companies that have had a rise after the fall Wilson (present day) and Mizuno (post 2009 when profit fell by double digits).
  
  I agree with the message though…this is a hard industry to be successful in, there are a lot of ways to mess it up.
  
  Reply Report comment
ck

Feb 11, 2015 at 1:45 pm

Which golf companies did you guys run? I missed that part.

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LY

Feb 11, 2015 at 1:44 pm

Barney:
When you sign a PGA or LPGA player, does that player approach you to play your equipment or do you approach them? And when you do sign a player, how long on average is the contract they sign?

Reply Report comment
- Barney Adams
  
  Feb 11, 2015 at 7:01 pm
  
  No precise formula. They all have agents and they are the contact. As for duration you certainly want at least 3-5 years and hopefully longer. It takes a couple of seasons before the public notices.
  
  Reply Report comment
Ty Webb

Feb 11, 2015 at 1:38 pm

I don’t get why he is on here. I can’t tell if he is being insightful or bitter.

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- gunmetal
  
  Feb 11, 2015 at 6:50 pm
  
  Yeah it blows my mind why we’d want a founder and CEO of a golf equipment contributing to the content of a website dedicated to golf equipment.
  
  Reply Report comment
golfiend

Feb 11, 2015 at 1:10 pm

There was a boon in the golf industry and for golf in general with Tiger Woods, with steel woods and titanium big head drivers, a new club called hybrids, game improvement irons, wedge grooves and grinds, mallet and other funky looking putters, graphite shafts, urethane cover and 3-piece balls, but it seems the innovation have now become purely marketing with the same products being dressed up differently every 2 years. I attribute this partly due to the imposed rules on equipment which companies have seemed to maxed out on.

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AJ Jensen

Feb 11, 2015 at 11:29 am

What keeps Adams going is their products, putting great clubs in their customers’ bags. It seems obvious enough, but how many other brands can actually claim the same thing? My Adams hybrids (I own four) and my Adams forged irons perform as well as anything I’ve ever borrowed or tried at a trade show. With other brands I get the feeling they’re overspending on sizzle while Adams consistently works on the steak. I see the grandiose product displays in golf stores and marvel at the irony, as customers walk past the Adams rack and reach for the big boys’ clubs, that the better value in the store was overlooked.

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ken

Feb 11, 2015 at 11:19 am

Advertising dollars must not be just spent. Those dollars must be spent in the correct places.
That translates to good marketing and keeps the consumer price down.
Having fewer PGA Tour players on staff also helps to maintain a reasonable price point.

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DOug H

Feb 11, 2015 at 10:34 am

Barney,

I would have loved to been in those conversations I always tout the Adams Hybrids to my group. My favorite 3 wood to date for my steep swing has been the Adams Super LS 3 wood. I can’t tell you how many times I have had guys grab this club after hitting mine a few times.

I like your insight and look forward to reading more articles.

Doug

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Bart Mellinger

Feb 11, 2015 at 10:30 am

Is this why you got into Long Drive back in 2008 (because it was cheap)? And did long drive move the needle for you at all? I know you had some pretty good hitters on staff (Sadlowski, Mobley, etc) but I’m wondering if you felt it was worth it in the end.

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- Barney Adams
  
  Feb 11, 2015 at 7:10 pm
  
  Yes. We had to spend money giving our driver credentials knowing that the market sales would be minor. They helped us. Although I must say after watching a couple up close what they do to a golf ball is way off any grid.
  
  Reply Report comment
Keith

Feb 11, 2015 at 10:23 am

No offense Barney, but the reason why your advertising didn’t work is because you chose strategies like putting hitting bays in tiny airports and thinking it would move the needle and drive sales (waste of money)…you needed advanced analytics and a robust digital marketing strategy and Adam’s wouldn’t adapt to the change in the marketplace.

You can measure ROI..saying $.50 wasted is such an old school mentality and couldn’t be further from the truth. When your competition is outspending you 10:1 there are ways to be scrappy and carve out your own share of the pie.

That ‘very costly’ display money could have been spent on driving awareness and consideration of your product which I would guess hovered around the 25%-35% range…rather than having someone stumble upon your product in store you could of had them seek it out. If consumers want something they go get it…it’s not a code that needs to be cracked.

And so goes the battle between “marketing” and “sales”

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- west
  
  Feb 11, 2015 at 11:03 am
  
  Have to agree with Keith. I know I’v been hard on Barney’s previous posts, and will continue to do so because his approach/perspective fail to demonstrate the ability to adapt and be innovative. Sorry Barney, but the cold hard truth is better that fluffy while lies to make you feel better.
  
  If you couldn’t get proper brand space in the retail stores–build your own Adams retail chain. Include clothing, shoes, and balls. These other products would have been things you could compete on.
  
  Having troubles getting marketing or tour presence? Ever heard of Google Ad Words? Screw tour players and retail big box. Appeal to customers online. And with the economy being what it has been since 2009, a product that appeals to customer’s wallets surely should have beat out all the overpriced competitors…Why didn’t that happen? If anything the economic recession should have been an opportunity in disguise for Adams…A resurgence if anything.
  
  All I hear from you Barney is that Adams was doomed to fail from the beginning because you didn’t have the money or market share…worst excuse in the book. No one is going to give that to you, you have to go out and make it by adding value to your product. Which you never did.
  
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  - Barney Adams
    
    Feb 11, 2015 at 7:05 pm
    
    Build our own retail chain ! That’s it the one sure thing we never discussed!
    
    Reply Report comment
    - west
      
      Feb 12, 2015 at 1:31 am
      
      Why Not?!? Put them in outlet malls initally. Surely with the additional merchandise, i.e. clothes, shoes, balls, bags, etc. you will be able to diversify, compete, and expand. I bet the margins are better too in these product types vs. clubs/equipment?
      
      Reply Report comment
      - Del Capslock
        
        Feb 17, 2015 at 10:33 am
        
        YOU CANNOT BE SERIOUS?!?!
        
        How many mall based stores do you propose opening? And how much will it cost to get each one open? Ongoing costs & sales per store?
        
        Reply Report comment
    - west
      
      Feb 12, 2015 at 1:36 am
      
      BTW I actually like the Adams branding waaaaaaaay more than the equipment for what it’s worth.
      
      Reply Report comment
- Rob
  
  Feb 11, 2015 at 11:15 am
  
  How much is Barney Adams worth….but yeah I’m sure he is taking your advice!?
  
  Reply Report comment
  - Keith
    
    Feb 11, 2015 at 11:20 am
    
    Hey Rob,
    
    People like Barney Adam’s pay guys like me to make these decisions for them…so in fact he/they already do take my advice. But thank you for adding to the conversation.
    
    Reply Report comment
    - Rob
      
      Feb 11, 2015 at 1:24 pm
      
      “Guys like me…” So NOT you. He has done a fair amount for the golf industry, tough to compete with companies that have the ability to say yeah I like your idea and buy it out. But I bet you could have really saved him with your great advice!
      
      Reply Report comment
    - Barney Adams
      
      Feb 11, 2015 at 7:07 pm
      
      Keith. We had guys like you.
      
      Reply Report comment
      - Keith
        
        Feb 11, 2015 at 8:52 pm
        
        When tasked with these hard decisions…did you listen to the marketing team or the sales team? Based on your comments in the article I have an idea…but would be interested as these conversations can be very interesting.
        
        One guy brings theoretical volume to your business and the other has tangible numbers…I would be interested to get your point of view.
        
        Reply Report comment
        
        Barney Adams
        
        Feb 11, 2015 at 9:16 pm
        
        Of course you listen to the Marketing and Sales team. Sometimes when things were a toss-up we made regional decisions and tracked results. We definitely trended towards marketing. Sales guys get pretty united. Lower prices, more money for spiffs, market leading products good weather etc……
        
        Reply Report comment
  - west
    
    Feb 11, 2015 at 12:04 pm
    
    It’s too late for Barney to take anyone’s advice…Rob.
    
    BTW I’d rather have a thriving business with sustainability and little personal net worth, than a failed track record, money in the bank, and nothing better to do than write articles on an industry forum about why things were so hard me for back in the day.
    
    Reply Report comment
    - Greg
      
      Feb 12, 2015 at 12:38 am
      
      West- Care to toss around any more compliments without putting your track record on the line for everyone online cowboy to snipe at? Mr. Adams seems to have done something- you?
      
      Reply Report comment
      - west
        
        Feb 12, 2015 at 1:19 am
        
        I’m just getting started…
        
        Reply Report comment
        
        Greg
        
        Feb 12, 2015 at 9:38 am
        
        Your done. You will keep talking– all the while questioning others decision without exposing your own is the ultimate form of cowardice.
        
        You are just another impotent internet cowboy denigrating someones work, (care to put yours on display?) Your pollution of this a discussion is more than worn out.
        
        Good bye
        
        Reply Report comment
        
        west
        
        Feb 12, 2015 at 11:30 am
        
        Yeeeeeha! 😉
        
        Reply Report comment
      - west
        
        Feb 12, 2015 at 1:22 am
        
        And am appreciative of people like Barney, because I will have learned from their mistakes.
        
        Reply Report comment
- Barney Adams
  
  Feb 17, 2015 at 6:19 pm
  
  Re hitting bays in tiny airports. TM is one of the most successful marketers in the industry. They have many bodies including experts on analytics. Suggest you contact them and ask them about the concept involving that program.
  
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19th Hole

Vincenzi’s 2024 RBC Heritage betting preview: Patrick Cantlay ready to get back inside winner’s circle

Published

1 day ago

Apr 15, 2024

Matt Vincenzi

Just a two-hour drive from Augusta National, the PGA TOUR heads to Harbour Town Golf Links in Hilton Head Island, S.C. Hilton Head Island is a golfer’s paradise and Harbour Town is one of the most beautiful and scenic courses on the PGA TOUR.

Harbour Town Golf Links is a par-71 that measures 7,121 yards and features Bermuda grass greens. A Pete Dye design, the course is heavily tree lined and features small greens and many dog legs, protecting it from “bomb-and-gauge” type golfers.

The field is loaded this week with 69 golfers with no cut. Last year was quite possibly the best field in RBC Heritage history and the event this week is yet another designated event, meaning there is a $20 million prize pool.

Most of the big names on the PGA Tour will be in attendance this week with the exceptions of Hideki Matsuyama and Viktor Hovland. Additionally, Webb Simpson, Shane Lowry, Gary Woodland and Kevin Kisner have been granted sponsors exemptions.

Past Winners at Harbour Town

2023: Matt Fitzpatrick (-17)
2022: Jordan Spieth (-13)
2021: Stewart Cink (-19)
2020: Webb Simpson (-22)
2019: CT Pan (-12)
2018: Sotoshi Kodaira (-12)
2017: Wesley Bryan (-13)
2016: Branden Grace (-9)
2015: Jim Furyk (-18)

In this article and going forward, I’ll be using the Rabbit Hole by Betsperts Golf data engine to develop my custom model. If you want to build your own model or check out all of the detailed stats, you can sign up using promo code: MATTVIN for 25% off any subscription package (yearly is best value).

Key Stats For Harbour Town

Let’s take a look at key metrics for Harbour Town Golf Links to determine which golfers boast top marks in each category over their past 24 rounds.

Strokes Gained: Approach

Strokes Gained: Approach is exceedingly important this week. The greens at Harbour Town are about half the size of PGA TOUR average and feature the second-smallest greens on the tour. Typical of a Pete Dye design, golfers will pay the price for missed greens.

Total SG: Approach Over Past 24 Rounds

Scottie Scheffler (+1.27)
Tom Hoge (+1.27)
Corey Conners (+1.16)
Austin Eckroat (+0.95)
Cameron Young (+0.93)

Good Drive %

The fairways at Harbour Town are tree lined and feature many dog legs. Bombers tend to struggle at the course because it forces layups and doesn’t allow long drivers to overpower it. Accuracy is far more important than power.

Good Drive % Over Past 24 Rounds

Brice Garnett (88.8%)
Shane Lowry (+87.2%)
Akshay Bhatia (+86.0%)
Si Woo Kim (+85.8%)
Sepp Straka (+85.1%)

Strokes Gained: Total at Pete Dye Designs

Pete Dye specialists tend to play very well at Harbour Town. Si Woo Kim, Matt Kuchar, Jim Furyk and Webb Simpson are all Pete Dye specialists who have had great success here. It is likely we see some more specialists near the top of the leaderboard this week.

SG: TOT Pete Dye per round over past 36 rounds:

Xander Schauffele (+2.27)
Scottie Scheffler (+2.24)
Ludvig Aberg (+2.11)
Brian Harman (+1.89)
Sungjae Im (+1.58)

4. Strokes Gained: Short Game (Bermuda)

Strokes Gained: Short Game factors in both around the green and putting. With many green-side bunkers and tricky green complexes, both statistics will be important. Past winners — such as Jim Furyk, Wes Bryan and Webb Simpson — highlight how crucial the short game skill set is around Harbour Town.

SG: SG Over Past 24 Rounds

Jordan Spieth (+1.11)
Taylor Moore (+1.02)
Wyndham Clark (+0.98)
Mackenzie Hughes (+0.86)
Andrew Putnam (+0.83)

5. Greens in Regulation %

The recipe for success at Harbour Town Golf Links is hitting fairways and greens. Missing either will prove to be consequential — golfers must be in total control of the ball to win.

Greens in Regulation % over past 24 rounds:

Brice Garnett (+75.0%)
Scottie Scheffler (+69.9%)
Corey Conners (+69.0%)
Shane Lowry (+68.3%)
Patrick Rodgers (+67.6%)

6. Course History

Harbour Town is a course where players who have strong past results at the course always tend to pop up.

Course History over past 24 rounds:

Patrick Cantlay (+2.34)
Cam Davis (+2.05)
J.T. Poston (+1.69)
Justin Rose (+1.68)
Tommy Fleetwood (+1.59)

The RBC Heritage Model Rankings

Below, I’ve compiled overall model rankings using a combination of the five key statistical categories previously discussed — SG: Approach (24%), Good Drives (20%), SG: SG (14%), SG: Pete Dye (14%), GIR (14%), and Course History (14%)

Shane Lowry
Russell Henley
Scottie Scheffler
Xander Schauffele
Corey Conners
Wyndham Clark
Christiaan Bezuidenhout
Matt Fitzpatrick
Cameron Young
Ludvig Aberg

2024 RBC Heritage Picks

Patrick Cantlay +2000 (FanDuel)

With the exception of Scottie Scheffler, the PGA Tour has yet to have any of their star players show peak form during the 2024 season. Last week, Patrick Cantlay, who I believe is a top-5 players on the PGA Tour, took one step closer to regaining the form that’s helped him win eight events on Tour since 2017.

Cantlay limped into the Masters in poor form, but figured it out at Augusta National, finishing in a tie for 20th and ranking 17th for the week in Strokes Gained: Ball Striking. The former FedEx Cup champion will now head to one of his favorite golf courses in Harbour Town, where he’s had immaculate results over the years. In his six trips to the course, he’s only finished worse than 7th one time. The other finishes include three third places (2017, 2019, 2023) and one runner-up finish (2022). In his past 36 rounds at Harbour Town, Cantlay ranks 1st in Strokes Gained: Total per round at the course by a wide margin (+2.36).

Cantlay is winless since the 2022 BMW Championship, which is far too long for a player of his caliber. With signs pointing to the 32-year-old returning to form, a “signature event” at Harbour Town is just what he needs to get back on the winning track.

Tommy Fleetwood +3000 (FanDuel)

I truly believe Tommy Fleetwood will figure out a way to win on American soil in 2024. It’s certainly been a bugaboo for him throughout his career, but he is simply too talented to go another season without winning a PGA Tour event.

At last week’s Masters Tournament, Fleetwood made a Sunday charge and ended up finishing T3 in the event, which was his best ever finish at The Masters. For the week, the Englishman ranked 8th in the field in Strokes Gained: Approach, 10th in Strokes Gained: Ball Striking and 16th in Strokes Gained: Putting.

Harbour Town is a perfect layout for Fleetwood, and he’s had relative success at this Pete Dye design in the past. In his four trips to the course, he’s finished inside of the top 25 three times, with his best finish, T10, coming in 2022. The course is pretty short and can’t be overpowered, which gives an advantage to more accurate players such as Fleetwood. Tommy ranks 8th in the field in Good Drive % and should be able to plot his way along this golf course.

The win is coming for Tommy lad. I believe there’s a chance this treasure of a golf course may be the perfect one for him to finally break through on Tour.

Cameron Young +3300 (FanDuel)

Cameron Young had a solid Masters Tournament last week, which is exactly what I’m looking for in players who I anticipate playing well this week at the RBC Heritage. He finished in a tie for 9th, but never felt the pressure of contending in the event. For the week, Young ranked 6th in Strokes Gained: Off the Tee and 6th in Strokes Gained: Ball Striking.

Despite being one of the longest players off the tee on the PGA Tour, Young has actually played some really good golf on shorter tracks. He finished T3 at Harbour Town in 2023 and ranks 20th in the field in Good Drive% and 16th in Greens in Regulation in his past 24 rounds. He also has strong finishes at other shorter courses that can take driver out of a players hand such as Copperhead and PGA National.

Young is simply one of the best players on the PGA Tour in 2024, and I strongly believe has what it takes to win a PGA Tour event in the very near future.

Corey Conners +5500 (FanDuel)

Corey Conners has had a disappointing year thus far on the PGA Tour, but absolutely loves Harbour Town.

At last week’s Masters Tournament, the Canadian finished T30 but ranked 20th in the field in Strokes Gained: Approach. In his past 24 rounds, Conners ranks 3rd in the field in Strokes Gained: Approach, 3rd in Greens in Regulation % and 24th in Good Drive %.

In Conners’ last four trips to Harbour Town, his worst finish was T31, last season. He finished T4 in 2021, T12 in 2022 and ranks 8th in Strokes Gained: Total at the course over his past 36 rounds.

Conners hasn’t been contending, but his recent finishes have been encouraging as he has finished in the top-25 in each of his past three starts prior to The Masters, including an impressive T13 at The PLAYERS. His recent improvement in ball striking as well as his suitability for Harbour Town makes Conners a high upside bet this week.

Shane Lowry (+7500) (FanDuel)

When these odds were posted after Lowry was announced in the field, I have to admit I was pretty stunned. Despite not offering much win equity on the PGA Tour over the last handful of years, Shane Lowry is still a top caliber player who has the ability to rise to the top of a signature event.

Lowry struggled to score at The Masters last week, but he actually hit the ball really well. The Irishman ranked 1st for Strokes Gained: Approach on the week and 7th in Strokes Gained: Ball Striking. As usual, it was the putter that let him down, as he ranked 60th in the field in Strokes Gained: Putting.

Harbour Town is most definitely one of Lowry’s favorite courses on the PGA Tour. In his six starts there, he’s finished in the top 10 three times, including third twice. Lowry is sensational at Pete Dye designs and ranks 7th in Strokes Gained: Total in his past 36 rounds on Dye tracks.

Lowry is perfect for Harbour Town. In his past 24 rounds, he ranks 5th in Strokes Gained: Approach, 2nd in Good Drive% and 5th in Green in Regulation %. If he figures it out on the greens, Shane could have his first win in America since 2015.

Lucas Glover +12000 (FanDuel)

This is one of my weekly “bet the number” plays as I strongly believe the odds are just too long for a player of Glover’s caliber. The odds have been too long on Glover for a few weeks now, but this is the first event that I can get behind the veteran being able to actually contend at.

Glover is quietly playing good golf and returning to the form he had after the understandable regression after his two massive victories at the end of 2023. He finished T20 at The Masters, which was his best ever finish at Augusta National. For the week, Lucas ranked 18th for Strokes Gained: Approach and 20th in Strokes Gained: Ball Striking.

Over his past 24 rounds, Glover ranks 9th in Strokes Gained: Approach and 13th in Good Drive %. Harbour Town is a short course that the 44-year-old will be able to keep up with the top players on Tour off the tee. He’s played the course more than 20 times, with mixed results. His best finishes at Harbour Town include a T7 in 2008, but recently has a finish of T21 in 2020.

Glover has proven he can contend with the stars of the Tour on any given week, and this number is flat out disrespectful.

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19th Hole

Vincenzi: The 6 biggest takeaways from the 2024 Masters

Published

1 day ago

Apr 15, 2024

Matt Vincenzi

The 2024 Masters offered up plenty of excitement throughout the week with Scottie Scheffler delivering when it mattered to live up to his pre-tournament favorite tag. With the year’s opening major now in the books, here are my six biggest takeaways from the 2024 Masters.

Scheffler In a League of His Own

In the most impressive way possible, Scottie Scheffler won the Masters without having his absolute best stuff. For the week, Scottie ranked 19th in Strokes Gained: Approach, which is a category the number player in the world typically dusts the rest of the field in. After a strong approach day on Thursday, the 27-year-old lost strokes to the field on approach on Friday and Saturday, before gaining on Sunday. The iron performance was more than solid, but it was an all-around game that helped Scheffler get it done around Augusta National.

For a year or more, the narrative around Scheffler has been, “With his ball striking, if he can just putt to field average, he’ll be unbeatable.” At Augusta, his ball striking came back down to earth, but his touch around the greens and ability to manage the golf course demonstrated why he is the best player on the planet right now. For the week, Scheffler ranked 1st in the field in Strokes Gained: Around the Green and 24th in Strokes Gained: Putting.

For the time being, there is a major gap between Scottie Scheffler and the second-best player in the world, whoever that may be.

The Future is Now

Ludvig Aberg went into his first back-nine at the Masters with a legitimate shot to win the tournament. When he teed it up on the treacherous 11th hole, he was one behind Scottie Scheffler, who had just stuck one to a few feet on the 9th. By the time he approached his tee shot, which was perfectly striped down the left side of the fairway, he was two behind. Unfortunately, the 24-year-old got too aggressive with his approach at the 11th and found the water, making double bogey. Ludvig rebounded nicely and finished the event in solo second place.

With the Masters now in the rearview, it’s never been more evident that Ludvig Aberg is no longer an “up-and-comer” — he has arrived. The Swede has been an integral part of a winning European Ryder Cup team and has now contended at Augusta National. With a calm demeanor, a picture-perfect swing, and a build and stature that appears as if it was built in a lab, Ludvig Aberg is already amongst the world’s best. I’d be extremely surprised if he wasn’t in the mix at next month’s PGA Championship at Valhalla.

Nostalgia Wins

I try to avoid as many cliches as possible, but there’s something about the Masters that brings out the sentimentality in me. Tiger Woods strategically making his way around Augusta National without all of the physical tools that made him arguably the most dominant athlete in the history of sports will always be riveting, regardless of what score he shoots. Woods made it interesting until a tough stretch of holes on Saturday, but he ultimately wore down, shooting 16 over for the week in difficult conditions. It’s remarkable that the 15-time major champion was able to put together a few solid rounds of golf despite barely playing any competitive golf in 2024. As long as Woods tees it up at Augusta, we will all continue to be mesmerized by it.

Verne Lundquist’s 40th and final Masters Tournament was also a must-watch aspect of the event. The iconic voice of Lundquist and his calls throughout the years still give me chills each time I hear them. Verne is an icon of the game and will be missed in future renditions of the Masters.

The Masters also brings another element that is unique to the tournament. Former champions turn back the clock to battle with the golf course again which creates some amazing stories. There are a few that stick out this year and were an absolute pleasure to witness. 61-year-old Vijay Singh made the cut for the first time since 2018 and shot a pretty incredible even-par, 72 on Sunday. 58-year-old José María Olazábal made the cut as well, reminding us why fellow Spaniard Jon Rahm sought his valuable advice prior to his Masters victory in 2022.

Regardless of who wins, the Masters always delivers.

Bryson Moves the Needle

Plenty will disagree with me on this point, but outside of Tiger Woods, and potentially Rory McIlroy and Jordan Spieth, no one moves the needle in golf as much as Bryson DeChambeau. The uniqueness in which Bryson approaches the game has always been fascinating, and if he gets near the top of the leaderboard at any major championship, whether it’s to root for him or against him, people are interested.

It began on Monday with a pretty bizarre story of DeChambeau using 3D-printed irons that got just got cleared for use by the USGA when the week began. It once again felt like a storyline that would only be possible with a character as eccentric as Bryson. He then raced off to a first-round lead in tough conditions, reminding the world of what made him such a great golfer to begin with. He made some mistakes on the weekend, but still finished a career best T6 at The Masters.

Bryson is more than just quirky; he is a former U.S. Amateur Champion and U.S. Open who I believe will contend for more majors in the future. I will continue to root for DeChambeau, but I’m perfectly content with the fact that plenty will root against him, and I encourage those people to do so. That’s what makes it fun.

LIV Walks Away Empty-Handed

Last year, there were a multitude of questions about LIV players coming into the year’s first major. They had played very limited tournament golf, and critics of LIV questioned whether the 54-hole events were enough to sharpen the players enough to compete against the best in the world on the biggest stage.

The results were fascinating, with LIV players all over the leaderboard. Brooks Koepka held the 36- and 54-hole lead, with Phil Mickelson and Patrick Reed finishing T2 and T4, giving LIV three golfers in the top-4 of the leaderboard.

This season, with even more time removed and with some more massive additions to the roster, the intrigue surrounding LIV players at Augusta was once again palpable. While some players, including Bryson DeChambeau, exceeded expectations, I can’t help but walk away from the Masters feeling underwhelmed by the performance of the LIV players.

Brooks Koepka finished runner-up last season and is a certified major championship killer. The 5-time major champ was never involved and simply didn’t have it at Augusta. Dustin Johnson put together a putrid performance, shooting 13 over for his two rounds, making it fair to wonder if his days of contending at major championships are over as he rapidly approaches his 40th birthday.

Jon Rahm and Joaquin Niemann were both players who were amongst the favorites this week, but Rahm was faced with the daunting duties of defending champion and Niemann proved he was still not quite ready to master the quirks of Augusta National, bleeding strokes both around and on the greens.

To be fair, when all was said and done, LIV had four players in the top twelve at The Masters. Tyrrell Hatton stormed the leaderboard early on Sunday, finishing T9 and earning himself an invite back to Augusta next season. Cam Smith and Patrick Reed put together gritty performances, which isn’t too surprising considering the fact that they both absolutely love Augusta National, but neither ever felt a real threat to win. There’s no doubt the players on LIV are good, and that’s why some encouraging leaderboard positions aren’t enough. They needed to contend.

With no players part of the storyline on Sunday, I view the first major of the year as a disappointment for LIV. The players will head into next month’s PGA Championship at Valhalla with a lot to prove.

Rory’s Struggles Continues

Rory struggling at Augusta National is no surprise at this point. The four-time major champion has now had 10 attempts to complete the career grand slam and has never had a chance to win. His T2 in 2022 was deceiving, the Northern Irishman stormed the leaderboard on Sunday, but was never in contention, and never got within three shots of the winner, Scottie Scheffler.

I didn’t expect Rory to win, but I have to admit that this year felt a bit different. McIlroy played the week prior to the Masters, which he typically doesn’t do, and finished third at the Valero Texas Open. He gained 7.56 strokes on approach and 2.0 strokes off the tee, which told me that his visit with world-renowned swing coach, Butch Harmon, after the Players Championship paid dividends.

McIlroy also approached the media quite differently. He cut his pre-tournament press conference short after only 10 minutes and seemed to be laser-focused on just playing golf.

Despite the different approach to the Masters, the results were the same. McIlroy struggled over the course of the week, finishing T22 (+4) and never sniffed a decent weekend position on the leaderboard. It’s back to the drawing board for McIlroy, and I have doubts that he will ever figure it out at Augusta.

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19th Hole

Vincenzi: The 8 best prop bets for the 2024 Masters

Published

1 week ago

Apr 9, 2024

Matt Vincenzi

We’ve finally reached The Masters and excitement is at an all-time high. The world of golf has been fractured for the better part of two years, but for a week at Augusta National, all of the outside noise will disappear. All of the best players in the world will be together seeking to make history.

RELATED: Vincenzi’s 2024 Masters betting preview: Niemann to play star role at Augusta National

In addition to betting on The Masters champion. This is one of the few weeks of the year where there are so many more markets to explore, with value to be had in plenty of different categories.

Throughout this article, I’ll discuss all of my favorite props and players for the 2024 Masters.

Placement Bets:

Tony Finau Top 5 +750 (DraftKings):

I badly wanted to include Tony Finau in my outright betting selections, but I simply ran out of room on my card. Additionally, it’s slightly difficult to see him hitting the putts necessary to win the Masters on back nine on Sunday. However, I do strongly believe he will play great golf this week at Augusta National.

In his past 24 rounds, Finau ranks 4th in Strokes Gained: Approach is always amongst the best drivers of the golf ball in the game. Back in 2019, Finau had a great chance to win The Masters. I expect him to be hanging around over the weekend once again in 2024.

Gary Woodland Top 20 +550 (DraftKings), Gary Woodland to make the cut -110 (DraftKings):

Last season, Gary Woodland had his best ever finish at The Masters in his eleven tries. The 39-year-old finished T14 and played incredibly steady across all four rounds.

In Woodland’s most recent start at the Texas Children’s Houston Open, he struck the ball incredibly well. He led the field in Strokes Gained: Approach (+8.8) and Strokes Gained: Ball Striking (+10.0).

Gary has been working with Butch Harmon and absolutely flushing the ball both in tournaments and during practice.

Woodland appears to be healthy once again and in a great place physically and mentally. If he can build off his impressive performance at Augusta last year, he can place inside the top ten in 2024.

Additionally, the make the cut number on Woodland seems generous considering the number of players who miss the cut will be relatively small this week. Woodland is striking it well enough to make the cut even if he’s hindered by a balky putter once again.

Thorbjorn Olesen Top 20 +400 (FanDuel):

The Thunder Bear, Thorbjorn Olesen, made his Masters debut in 2013 and finished an incredibly impressive T6 for the week. In the two additional starts he’s made at Augusta National since then, the Dane has continued to be incredibly solid, finishing T44 and T21.

This week, Olesen heads into the week playing some good golf. He gained 3.8 strokes on approach and 5.52 strokes around the green at last week’s Valero Texas Open on his way to a strong T14 finish. Back in January, he won the Ras Al Khaimah Championship on the DP World Tour.

Olesen has the skill set to be successful at Augusta and seems primed for a good performance this week.

Top Nationalities:

Sergio Garcia Top Spanish Player +280 (DraftKings):

I believe Sergio Garcia can get into contention this week with the way he’s striking the ball in addition to his good vibes with a refurbished version of the Scotty Cameron that he used at the 1999 PGA Championship at Medinah.

I am slightly concerned about the emotional letdown he may face after losing in a playoff at LIV Miami, but I believe a veteran and former Masters champion should be able to regroup and focus on an event far more meaningful.

This is essentially a tournament head-to-head with Jon Rahm at +280. While Rahm deserves to be respected this week, the history of the lack of success of defending champions at The Masters is difficult to ignore.

Joaquin Niemann Top South American Player -230 (FanDuel):

While I hate paying this much juice, I don’t see a world in which Joaquin Niemann isn’t the top South American this week at The Masters. Joaco comes in playing better golf than anyone in the world not named Scottie Scheffler and has a serious chance to win the green jacket.

He only needs to beat two players: Emiliano Grillo and Camilo Villegas.

Tournament Head-to-Heads:

Justin Thomas -110 over Collin Morikawa

JT isn’t having his best season but is playing a lot better than he is getting credit for at the moment. In the past three months, there are only six players on the PGA Tour who have averaged 1.7 Strokes Gained: Tee to Green or better. Justin Thomas (+1.7) is one of the six and is currently tied with Rory McIlroy (+1.7).

Morikawa, on the other hand, has been extremely poor with his irons, which is incredibly uncharacteristic for him. I can’t help but feel like something is completely off with the two-time major champion.

Tony Finau -110 over Wyndham Clark

I explained in the placement section why I’m so high on Tony Finau this week. With how well he’s striking the ball, it seems as if his floor is extremely high. I’m not sure if he can make the putts to win a green jacket but I believe he will be in the mix similarly to 2019 when Tiger Woods emerged from a crowded pack of contenders.

Clark is a debutant, and while some debutants have had success at The Masters, it certainly poses a challenge. I also don’t believe Augusta National suits Clark as well as some of the other major championship venues.

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