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Brand loyalty — why do we use the clubs we do?

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By Graeme McLeish

GolfWRX Contributor

The Year is 1998 and time for the annual family holiday. We are going back to Florida, but not to our usual spot. This time we are staying at Marriott’s Grande Vista – The Home of the Faldo Golf Institute!

Growing up Nick Faldo was one of my favourite golfers. I loved the way he approached the game, dedicating himself to improving every aspect of his game and doing what was necessary to get there.

So, for a 16-year-old on his way to spend two weeks next to Nick’s academy was a dream come true. During that holiday I spent 13 out of the 14 days on the golf course and the practice range. I let the rest of the family go to the theme parks. All I was interested in was golf (and lots of it).

The facilities there were like nothing I had seen before. There was an indoor teaching studio with all the cameras and swing technology you could imagine and a workshop to make any adjustments to your club you needed. At the club where I grew up, the practice area was a strip of grass sandwiched between the first and second holes, so best you stay alert for stray tee shots heading straight for you.

Just like any other kid, I wanted to use the equipment that my favourite players were using, and since Faldo at the time was playing with Mizuno clubs, I couldn’t wait to try them out and be fitted for a set.

At the time I was playing with a set of Hogan H40s. I had bought them during a previous trip to Florida from the Edwin Watts on Turkey Lake Road. It was a huge golf shop and I was in heaven every time I went there. We didn’t have golf shops anywhere near as big as that in Scotland. In fact, if the golf shop was bigger than a cupboard you were lucky.

So, upon arrival at the Faldo Golf Institute I quickly booked a custom fitting session with Randy (later during the stay I also booked a lesson with Faldo’s coach at the time, Chip). This was my first taste of custom fitting of any sort. Previously it was a simple case of grabbing a set off the shelf that you liked.

I can’t remember the other club that I tried, but the one that I do remember is the MP-14 (obviously … because I ended up getting a set). It certainly was a great experience and opened me up to a whole new world of possibilities.

At the end of the session, the club that I was hitting the best with was the blade. Who would have thought that I would be going from a set of Hogan H40’s (large cavity backs) to a set of Mizuno MP-14 blades?

It was a dream come true to get a set of Mizuno blades.

That holiday and that custom fitting session was the start of my golfing relationship with Mizuno.

Fourteen years later and I still use Mizuno blades. Why is that and what made me loyal to a brand for so long?

Well, I believe that there are a few contributing factors. First of all, as I mentioned, at the time my favourite golfer was playing with Mizuno, so anything they produced stood out ahead of the competition and any brand that sponsors a player that you like or relate to will get your attention before any other brand.

Their reputation for producing the best irons was also a factor as well as how I played with them and the way they made me feel as a golfer. I perceived that playing with blades made me a better golfer and bought into the idea that you first learn to play with blades and then if you want to change, you can, but your ball striking and your ability will be better off because you played with blades. So far I would have to say that it has paid off.

In 2003 I bought my very first Scotty Cameron putter while I was working in Boston as part of my university degree. I had to save a bit of cash to get it, but I had wanted one for so long. There were a few kids at the club playing with the Terrylium model, so naturally I wanted to own a Scotty Cameron. The name of the shop evades me, but it was on Commonwealth Ave. and I was living just down the road from the old Boston University hockey arena. They were still building the new one at the time.

I remember the day that I bought it. It was the Studio Stainless Newport and I walked out that shop with a big smile on my face. To this day more than nine years later it is still in my bag. I love the way it looks, the way it feels and most importantly the number of putts I hole with it.

So why are golfers so loyal to particular brands?

Well, the game takes up a lot of your time for starters and a fair amount of your cash too. Good equipment doesn’t come cheap and finding good equipment that you like and that fits your game is no easy task, so when you do find something that you like and suits your game, you hold onto it. Maybe it is a way of minimising risk.

Some brands just fit with you better than others.

This is most likely a combination of the colours that they use, the way they present their clubs, their motto, the professionals that they sponsor and the type of clubs that they produce.

Could where you live and grow up be a determining factor?

I made a comment to a golf coach who has helped me out with my swing about why there are so many Scottish touring pros using Mizuno clubs, and his response was that generally the Scottish guys prefer a traditional looking club and there probably is no other brand that produces a more traditional looking club than Mizuno.

Another way you may look at it is, Mizuno has their UK headquarters in Scotland and therefore out of the top manufacturers probably get the most exposure to the Scottish market.

Well, golf is a game of tradition and a game that likes to hold onto and honour that tradition. Other than the technology, golf has changed very little since it began. Maybe the nature of the game creates golfers and people who tend to be loyal and like their traditions.

When you see top professionals changing club manufacturers you hear the commentators start to panic – is it the end of their game? Will they be able to perform  to the same level?

Maybe brand loyalty is an integral part of golf.

Golf is a very visual game. Just like there are courses that suit your eye, there are clubs that suit your eye better than others.

When you set up to the ball, you want the club to look and feel a certain way. You want it to give you a feeling of confidence, excite you about hitting a great shot and assure you that there is nothing else in the world that you would rather be doing than playing golf.

There are so many clubs out there to choose from and lots of good looking blades also, but none of them do it for me quite as well as Mizuno and as they say “Nothing Feels Like a Mizuno”.

So, it is safe to say that I won’t be using any other manufacturer’s blades any time soon and I can’t wait to get a set of the MP-69’s in my bag custom fitted perfectly for no one but me.

Click here for more discussion in the “Equipment” forum.

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7 Comments

7 Comments

  1. Pingback: Why one Should Choose TaylorMade Over Other Golf Brands – Powerful Thoughts

  2. Blair M. Phillips

    Jul 21, 2012 at 1:31 am

    Why do we use the equipment(clubs) we use?

    Hmmm… I guess cost is the number one factor, then design, then where they are manufactured(North America), then quality and last “ease of maintenance”.

  3. Will

    Jun 11, 2012 at 10:54 am

    Adams golf, A4 hybrid/iron set helped my break 100 the first time. Since then, the entire bag (sans putter) is Adams.

  4. Ryan K

    Jun 10, 2012 at 8:03 pm

    Titleist for life! Adam Scott got me into the Titleist family and I have never switched.

  5. Mickey

    Jun 10, 2012 at 10:04 am

    Our equipment histories are eerily similar. In 99, I bought a set of MP-14’s with my high school graduation money. I played that set until the groves were worn out leading me to play the MP-37’s. I played that model for a while, wearing out 2 sets. I got my first Cameron in 05.

    Brand loyalty is a subject close to my heart. The cliffs notes version of my preferred response is as follows: As a PGA Professional and accomplished club fitter, I have a hard time with brand bias. I work very hard to get golfers into the product that best fits their game and helps them improve. Sometimes this means dealing with golfers with tremendous brand bias. Working through that is tricky. The greatest challenge as a fitter is not the golfer, it’s the marketing and brand loyalty. I don’t care which brand the golfer chooses as long as that company makes something befit the player.

  6. Yohanan

    Jun 10, 2012 at 2:40 am

    Sorry = replaced CG-16 wedges for Mizuno R-12 wedges after replacing a set of worn out CG-11 with the CG-16 last fall. What a downer? I am digger and those CG-16 aren’t for diggers. The R12 are butter and plow through anything I have encountered yet and still learning how to use them with that grind. Love my Mizuno’s! So far . . . .

  7. Yohanan

    Jun 10, 2012 at 2:35 am

    Replaced a set of CG-16 back in March with a set of R12’s. First forged club to hit my bag in 35 years of playing golf? What took so long? Brand loyalty and I guess I wasn’t willing to make the investment? Play one or two times a month 4 or 5 months a year. Anyway – the Mizuno wedges pushed me into replacing my G5’s with JPX-800 with KBS. Can’t wait to see them show up this week? I was 10 to 12 yard longer with that 6 iron during the fitting. Probably will have to boot the 60 out and carry the GW from the PING’s for the 120-125 yardage if the GW from the JPX is 10 yards further and the 52 R12 only goes 110? Should be a fun problem to have for a couple of rounds?

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19th Hole

Vincenzi’s LIV Golf Singapore betting preview: Course specialist ready to thrive once again

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After another strong showing in Australia, LIV Golf will head to Sentosa Golf Club in Singapore looking to build off of what was undoubtedly their best event to date.

Sentosa Golf Club sits on the southern tip of Singapore and is one of the most beautiful courses in the world. The course is more than just incredible scenically; it was also rated 55th in Golf Digest’s top-100 courses in 2022-2023 and has been consistently regarded as one of the best courses in Asia. Prior to being part of the LIV rotation, the course hosted the Singapore Open every year since 2005.

Sentosa Golf Club is a par 71 measuring 7,406 yards. The course will require precise ball striking and some length off the tee. It’s possible to go low due to the pristine conditions, but there are also plenty of hazards and difficult spots on the course that can bring double bogey into play in a hurry. The Bermudagrass greens are perfectly manicured, and the course has spent millions on the sub-air system to keep the greens rolling fast. I spoke to Asian Tour player, Travis Smyth, who described the greens as “the best [he’s] ever played.”

Davis Love III, who competed in a Singapore Open in 2019, also gushed over the condition of the golf course.

“I love the greens. They are fabulous,” the 21-time PGA Tour winner said.

Love III also spoke about other aspects of the golf course.

“The greens are great; the fairways are perfect. It is a wonderful course, and it’s tricky off the tee.”

“It’s a long golf course, and you get some long iron shots. It takes somebody hitting it great to hit every green even though they are big.”

As Love III said, the course can be difficult off the tee due to the length of the course and the trouble looming around every corner. It will take a terrific ball striking week to win at Sentosa Golf Club.

In his pre-tournament press conference last season, Phil Mickelson echoed many of the same sentiments.

“To play Sentosa effectively, you’re going to have a lot of shots from 160 to 210, a lot of full 6-, 7-, 8-iron shots, and you need to hit those really well and you need to drive the ball well.”

Golfers who excel from tee to green and can dial in their longer irons will have a massive advantage this week.

Stat Leaders at LIV Golf Adelaide:

Fairways Hit

1.) Louis Oosthuizen

2.) Anirban Lahiri

3.) Jon Rahm

4.) Brendan Steele

5.) Cameron Tringale

Greens in Regulation

1.) Brooks Koepka

2.) Brendan Steele

3.) Dean Burmester

4.) Cameron Tringale

5.) Anirban Lahiri

Birdies Made

1.) Brendan Steele

2.) Dean Burmester

3.) Thomas Pieters

4.) Patrick Reed

5.) Carlos Ortiz

LIV Golf Individual Standings:

1.) Joaquin Niemann

2.) Jon Rahm

3.) Dean Burmester

4.) Louis Oosthuizen

5.) Abraham Ancer

LIV Golf Team Standings:

1.) Crushers

2.) Legion XIII

3.) Torque

4.) Stinger GC

5.) Ripper GC

LIV Golf Singapore Picks

Sergio Garcia +3000 (DraftKings)

Sergio Garcia is no stranger to Sentosa Golf Club. The Spaniard won the Singapore Open in 2018 by five strokes and lost in a playoff at LIV Singapore last year to scorching hot Talor Gooch. Looking at the course setup, it’s no surprise that a player like Sergio has played incredible golf here. He’s long off the tee and is one of the better long iron players in the world when he’s in form. Garcia is also statistically a much better putter on Bermudagrass than he is on other putting surfaces. He’s putt extremely well on Sentosa’s incredibly pure green complexes.

This season, Garcia has two runner-up finishes, both of them being playoff losses. Both El Camaleon and Doral are courses he’s had success at in his career. The Spaniard is a player who plays well at his tracks, and Sentosa is one of them. I believe Sergio will get himself in the mix this week. Hopefully the third time is a charm in Singapore.

Paul Casey +3300 (FanDuel)

Paul Casey is in the midst of one of his best seasons in the five years or so. The results recently have been up and down, but he’s shown that when he’s on a golf course that suits his game, he’s amongst the contenders.

This season, Casey has finishes of T5 (LIV Las Vegas), T2 (LIV Hong Kong), and a 6th at the Singapore Classic on the DP World Tour. At his best, the Englishman is one of the best long iron players in the world, which makes him a strong fit for Sentosa. Despite being in poor form last season, he was able to fire a Sunday 63, which shows he can low here at the course.

It’s been three years since Casey has won a tournament (Omega Dubai Desert Classic in 2021), but he’s been one of the top players on LIV this season and I think he can get it done at some point this season.

Mito Pereira +5000 (Bet365)

Since Mito Pereira’s unfortunate demise at the 2022 PGA Championship, he’s been extremely inconsistent. However, over the past few months, the Chilean has played well on the International Series as well as his most recent LIV start. Mito finished 8th at LIV Adelaide, which was his best LIV finish this season.

Last year, Pereira finished 5th at LIV Singapore, shooting fantastic rounds of 67-66-66. It makes sense why Mito would like Sentosa, as preeminent ball strikers tend to rise to the challenge of the golf course. He’s a great long iron player who is long and straight off the tee.

Mito has some experience playing in Asia and is one of the most talented players on LIV who’s yet to get in the winner’s circle. I have questions about whether or not he can come through once in contention, but if he gets there, I’m happy to roll the dice.

Andy Ogletree +15000 (DraftKings)

Andy Ogletree is a player I expected to have a strong 2024 but struggled early in his first full season on LIV. After failing to crack the top-25 in any LIV event this year, the former U.S. Amateur champion finally figured things out, finished in a tie for 3rd at LIV Adelaide.

Ogletree should be incredible comfortable playing in Singapore. He won the International Series Qatar last year and finished T3 at the International Series Singapore. The 26-year-old was arguably the best player on the Asian Tour in 2023 and has been fantastic in the continent over the past 18 months.

If Ogletree has indeed found form, he looks to be an amazing value at triple-digit odds.

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Opinion & Analysis

Ryan: Lessons from the worst golf instructor in America

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In Tampa, there is a golf course that boasts carts that do not work, a water range, and a group of players none of which have any chance to break 80. The course is overseen by a staff of crusty men who have succeeded at nothing in life but ending up at the worst-run course in America. However, this place is no failure. With several other local courses going out of business — and boasting outstanding greens — the place is booked full.

While I came for the great greens, I stayed to watch our resident instructor; a poor-tempered, method teacher who caters to the hopeless. At first, it was simply hilarious. However, after months of listening and watching, something clicked. I realized I had a front-row seat to the worst golf instructor in America.

Here are some of my key takeaways.

Method Teacher

It is widely accepted that there are three types of golf instructors: system teachers, non-system teachers, and method teachers. Method teachers prescribe the same antidote for each student based on a preamble which teachers can learn in a couple day certification.

Method teaching allows anyone to be certified. This process caters to the lowest caliber instructor, creating the illusion of competency. This empowers these underqualified instructors with the moniker of “certified” to prey on the innocent and uninformed.

The Cult of Stack and Jilt

The Stack and Tilt website proudly boasts, “A golfer swings his hands inward in the backswing as opposed to straight back to 1) create power, similar to a field goal kicker moving his leg in an arc and 2) to promote a swing that is in-to-out, which produces a draw (and eliminates a slice).”

Now, let me tell you something, there is this law of the universe which says “energy can either be created or destroyed,” so either these guys are defying physics or they have no idea what they are taking about. Further, the idea that the first move of the backswing determines impact is conjecture with a splash of utter fantasy.

These are the pontifications of a method — a set of prescriptions applied to everyone with the hope of some success through the placebo effect. It is one thing for a naive student to believe, for a golf instructor to drink and then dispel this Kool-Aid is malpractice.

Fooled by Randomness

In flipping a coin, or even a March Madness bet, there is a 50-50 chance of success. In golf, especially for new players, results are asymmetric. Simply put: Anything can happen. The problem is that when bad instructors work with high handicappers, each and every shot gets its own diagnosis and prescription. Soon the student is overwhelmed.

Now here’s the sinister thing: The overwhelming information is by design. In this case, the coach is not trying to make you better, they are trying to make you reliant on them for information. A quasi Stockholm syndrome of codependency.

Practice

One of the most important scientists of the 20th century was Ivan Pavlov. As you might recall, he found that animals, including humans, could be conditioned into biological responses. In golf, the idea of practice has made millions of hackers salivate that they are one lesson or practice session from “the secret.”

Sunk Cost

The idea for the worst golf instructor is to create control and dependency so that clients ignore the sunk cost of not getting better. Instead, they are held hostage by the idea that they are one lesson or tip away from unlocking their potential.

Cliches

Cliches have the effect of terminating thoughts. However, they are the weapon of choice for this instructor. Add some hyperbole and students actually get no information. As a result, these players couldn’t play golf. When they did, they had no real scheme. With no idea what they are doing, they would descend into a spiral of no idea what to do, bad results, lower confidence, and running back to the lesson tee from more cliches.

The fact is that poor instruction is about conditioning players to become reliant members of your cult. To take away autonomy. To use practice as a form of control. To sell more golf lessons not by making people better but through the guise that without the teacher, the student can never reach their full potential. All under the umbrella of being “certified” (in a 2-day course!) and a melee of cliches.

This of course is not just happening at my muni but is a systemic problem around the country and around the world, the consequences of which are giving people a great reason to stop playing golf. But hey, at least it’s selling a lot of golf balls…

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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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