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I have been playing golf for almost 20 years, and have had the good fortune of living in good golf places like Seattle, Palm Desert and Orange County. Each offer facilities where golfers of all income and ability levels can enjoy and improve at the game throughout the year. Being an avid golfer in the greater Los Angeles area is far from marvelous, however, and has been a totally different experience all together.

The main obstacle to Los Angeles golf is that there are only two ways to play. The first option is the best; you’re lucky enough to call Riviera, Bel Air, Los Angeles Country Club or Wilshire your golfing home. For most golfers, however, option two is the only choice: playing one of the very few (and very crowded) municipal courses in town. Much like the U.S. economy, Los Angeles golf has no middle class.

There’s no question that there’s great golf to be had in Los Angeles. Rancho Park Municipal is legendary, and designed by William Johnson and William Bell, famous for their work at Bel Air and the Stanford Golf Course. Good luck getting a tee time, though. The course is visited by more golfers every year than any other municipal track in the country. Golfers can also find gems if they’re willing to drive 30 miles or more away from the city. Rustic Canyon in Moorpark, California, for example, is one of best the hidden masterpieces in all of the U.S. The links-style Gil Hanse, Geoff Shackelford and Jim Wagner course was voted Golf Magazine’s No. 1 Best Value in the U.S. in 2010. At $43 during weekly prime hours and $66 on the weekends, it’s almost like stealing. But Rustic Canyons are few and far between in Los Angeles county.

Let me be clear: I don’t think using public or even private money to develop more courses is necessarily the answer for Los Angeles golf. The city has extremely limited space, and land is very expensive. Better utilizing the space Los Angeles DOES have is the key. That will take people who care about growing golf, and are willing to innovate the system. The good news is I found a few of them, and I think they can change Los Angeles golf for the better.

Urban Golf Performance

I’ve been a GolfWRX Member since the site was founded in 2005, so it’s no coincidence that I discovered Urban Golf Performance in my search for a new custom club fitter. UGP was recently voted the Best Place to Get Custom Fit in Los Angeles by Golf Digest, and a Top-100 fitter in the U.S. But being a GolfWRXer, I looked deep into the UGP’s Yelp page before I decided to give them a call. Most of the reviews seemed to contain the same phrases: “Everyone at UGP was either amazing, helpful, patient, knowledgeable or passionate,” and five-star ratings were plentiful. That prompted me to reach out to UGP Founder, Mackenzie “Mac” Todd, for this story.

I walked into Urban Golf Performance on a cool crisp morning. It’s in West Los Angeles, in an unassuming, cement-colored building wedged between local sandwich shops and furniture outlets. Once you walk thru the door, though, the experience is full golf bliss. To put it simply, it’s an elegant space with all things technology built into it. I was greeted by a friendly staff member, who took my clubs, parked my car and got me a beverage. Country-club treatment, but you don’t get the vibe that you’re at a country club. Case in point, Michael Jackson’s Off The Wall was blaring from the house speakers when I arrived.

UGP’s space is set up in a very specific way, complementing the approach the company takes to help golfers improve their scores. The first thing I noticed was the fitness/rehabilitation area. In some cases, the UGP team won’t put a club in a golfer’s hands until they have been throughly evaluated from a health standpoint. That’s rare in this industry, given the turn-and-burn mentality that often dominates the golf instruction. It’s risky, too. Most golfers want to be hitting shots as soon as they arrive for their lesson or fitting, and to risk disappointing a consumer by challenging their expectations takes a lot of conviction.

Past the main greeting area and fitness lab is a set of French doors, which lead golfers into UGP’s golf laboratory. It’s literally wall to wall with indoor hitting bays, each of them equipped with a Trackman and a SwingCatalyst mat. There are tables of golf clubs components that will make most GolfWRX members drool, too: PXG, Ping, Mizuno, Edel, Miura, Titleist… on and on.

After taking the tour, I sat down with UGP head swing coach Ben Smock, as well as Kris Brennan who specializes in bio-mechanics. I wasn’t conducting the interview, though; they were. Why did I love golf? How did I start? Who coached me? What sports did I play as a kid? Did I have any injuries? What was my handicap? What were my golf goals? It was like golf emotional therapy, and I could feel that the plan wasn’t to fix anything that day. They were learning who I was as a student, first and foremost, and I was, too.


Finally, we made our way to the hitting bay, but before I touched a club Brennan put me through a full physical-capability screening. He tested my flexibility and rotary movement using specific movements as identifiers for the good, the bad and the ugly. In another assessment, Smock and Brennan pinpointed the things in my swing that I did well. They explained how my body moved from the ground up, and how my physical limitations “could” cause issues. They stayed away from discussions of swing theories or specific fixes, however.

“It’s easier to make someone worse than it is to make them better, so you have to be discerning, must have perspective, must have integrity and you need to know your stuff,” Smock said.

What I liked about Ben’s approach during the evaluation was that he wanted to build my swing around the functional, athletic movements I already had, because according to him, “You always want to hang on to the good stuff that you can’t teach.” It made sense. How could I not develop faster with a foundation that allowed me to move naturally?


I hit balls for 45 minutes with all my different clubs to gather launch monitor data, and then was taken to the fitness area to spend some time with Director of Physical Therapy Noolee Kim, which was by far the most humbling experience. The simple exercises Dr. Kim had me doing required every fiber of my being to accomplish. I’ve had a tight right shoulder for years, but I’ve never had any of feedback from a swing coach that identified this as a key area to work on or discuss. I always heard, “the club is too far inside” or “you’re across the line … you’re stuck and you pop out of your posture.” All true, but no one ever told me why. Why does my body move that way, and what am I physically doing to compensate for it? Good info to have, I think.

It’s not that I’m expecting my coaches to be doctors, but it does say something about the amount of thought that went into UGP. If Ben Smock was my regular instructor, he would have access to someone onsite who knew my physical limitations. The best example I can think of is for someone trying to lose weight; training at UGP is like having your nutritionist, trainer, cook and physical therapist all in one place at the same time. Sounds like fantasy land, right? For a lot of golfers, the cost and availability of such experts make the experience impossible. UGP is trying to change that.

At the end of my day, I sat down for the part of the experience that led me to UGP. Master club builder Matt Mora told me his philosophy on fitting and building custom clubs, and how it has evolved during his time at UGP. It felt different than I expected, though. Equipment was starting to feel like a piece of my golfing puzzle, rather than the object of obsession I’ve tended to make it in the past. And Mora explained why all the different clubs I’ve used haven’t done much to lower my handicap.


“I now understand why traditional instruction and fitting don’t improve handicaps by themselves,” Mora said. “In a traditional fitting session, the player is fit for clubs, swing flaws included. I’ve spoken with other fitters about improving the flaws, but majority feel it is not their place.”

There are two main obstacles Mora said he faces consistently with players; the first is preferred performance. What that means is, on average, most weekend players just want to hit a draw and will get whatever club allows that. This leads to the second dilemma Mora faces, which is re-educating players to seek what clubs they need to actually get better. It matters what clubs golfers like, but only to a certain point. This is where the focused teaching of UGP comes in, developing the whole player.

You might be surprised to hear that three notable equipment companies do not have a presence at UGP: TaylorMade, Callaway and Nike. It isn’t because they’re not up to performance standards, though. Mora called the products from all the leading equipment companies “exceptional,” but he chooses his components based not only on quality, but also release frequencies. From a builder standpoint, it’s hard to fine-tune a set for a player if their driver head changes every six months. It may work for PGA Tour players, but for the average player changing clubs can have the same damaging effect of changing swing philosophies every six months.

It’s also true that equipment sometimes has to change with the player, according to Mora. While instruction has improved with modern technology, it does not always address club specifications as the possible cause of swing flaws. Golfers can have a great practice session and feel really good about their game, but then find themselves struggling the next round. Sometimes it’s physical or mechanical, but poor-fitting clubs can also be the catalyst of reverting golfers into their bad habits. In a sense, clubs are living, breathing thing that can be adjusted, much like a golfer’s swing.

“For every development in swing dynamic, there should be a change within the club specifications to reinforce the changes,” Mora said. “My primary goal is to educate the player about how their clubs affect their swing, either positively or negatively. I then attempt to cater the club specifications to where the swing should be in order to ensure efficiency and consistency. I see the club as a template that should reflect proper swing dynamic in correlation with the player’s physical ability.”

Plans for growth


UGP’s plans to grow the are simple; do it organically. Short, specific expansion is refining the company’s second location in Inglewood near Los Angeles International Airport, where UGP will be the Swing Catalyst Research Center for the U.S. Over the next two-to-three years, the company plans to add locations in the San Fernando Valley, Orange County and establish a few more locations in Los Angeles.

The biggest roadblock? Like all premium products in the golf industry, it’s price. An assessment at UGP costs $195, and a single coaching session costs $165. There’s a discount for 10 sessions ($1,450), and the rate improves as golfers buy 20 sessions ($2,500) or 50 sessions ($5,500). Golfers will react to those price points differently, of course, but it’s clear that golfers aren’t just paying for a better game. UGP sees a broader path for its clients than lowering their scores and hitting better shots.

Founder MacKenzie “Mac” Todd told me a story about one UGP golfer in particular. His professional career was flourishing, but like most people he struggled to seriously improve his game. And with his busy schedule, he didn’t believe UGP could help him. He was gifted UGP sessions for his birthday, and decided to give it a shot. He would spend an hour at UGP, and then go back to living his life. After working with Todd and his team, the man is passionate about golf again. More importantly, his awareness of who he is as a golfer has transcended his game. Now he’s balancing his busy schedule better, despite spending more time on his golf game. He’s enjoying golf more, he says, and enjoying life more, too.

In my experience, it’s the golfers who are most resistant to change who tend to be the most vocal about how impossible golf is, and how it isn’t any fun. A case could be made that places like UGP should have been built sooner, before the game’s much detailed decline. The technology wasn’t really there yet, however. That being said, UGP really isn’t about its machines.

UGP and its staff are challenging what many golfers and many in the golf industry want to believe. There’s no new club, exercise or swing tip that’s going to immediately change a golfer’s game. It takes commitment, and an investment of time and money. In a nutshell the conviction to know what you are doing is the right path regardless of the obstacles: financial or social.

What kind of person has the money and time to engage in something like this? Truthfully, probably the same group of Los Angeles golfer who belong to the elite country clubs most of us yearn to play. But this Los Angeles case study still could be perfect. People are always moving in and out of the city, and for that reason they’re often compelled to try new things. If UGP is right, its practices could spread across the golf world and make an important difference. If UGP is wrong, we will know quickly; LA has a big mouth. But so far the proof is in the pudding. There are a lot of 5-star Yelp reviews, membership is growing by the week and the UGP staff is having as much fun as ever watching its vision becomes a reality.

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  1. pat gau

    Nov 3, 2019 at 7:11 am

    Hi i am learning a lot whit you guys thank’s a lot

  2. Scott D

    Jun 19, 2016 at 3:53 pm

    A huge Thank You and shout out to Mackenzie for taking an hour of his time to provide information and insight into UGP. He answered all of my questions and even invited me to visit to help me gain an understanding of the level of detail and information provided to each player and how they have maximized their space within their main location. I have talked to several other owners of various facilities around the country and none have been as forthcoming and open as Mackenzie. For those of you near UGP looking to improve your game the right way, you will have access to cutting edge technology and even better people. Great stuff and thanks again, Mackenzie!

  3. Steve

    Jun 19, 2016 at 11:07 am

    Amazing looking facility that combines fitness, instruction, and fitting. Where do you plan to open in OC and where, if you don’t mind me asking.

  4. Mac Todd

    Jun 15, 2016 at 9:11 pm

    Thanks everyone for all the replies and feedback, if anyone has any questions please feel free to email me directly at [email protected] or just post directly to this message board

    Mac Todd
    Urban Golf Performance

  5. Brett

    Jun 14, 2016 at 1:40 pm

    I’ve had the pleasure of doing business with Mac and the group at UGP since the week they opened their doors. These are real golf guys, super passionate, smart, humble, stud players, forward thinking and caring. It was just a few years ago Mac and Ben had a vision and I’m incredibly happy that they’ve been able to execute that vision with exceptional precision. There are only a couple areas of golf that are growing, indoor golf Is one of them. The industry has unfortunately suffered because golf takes too long to play and it’s intimidating to newbies. Beyond that, very few instructors are able to effectively teach with the old fashioned, outdated methodology. Top notch facilities like this, run by good people, is just what the doctor ordered. If you question whether or not the principles they (UGP) operate under can change the golf landscape, simple, pay attention…you’ll learn something. Keep up the great work, guys.

  6. Juan Carlos Zerpa

    Jun 14, 2016 at 1:38 pm

    UN comentario en español.
    Soy de Venezuela…y estuve de paseo en LA hace un mes. Aproveché la oportunidad y me acerqué a UGP. Fue mi primera experiencia haciendo un fitting. Y la verdad, la atención es el valor agregado de esta gente. CUalquier pregunta, cualquier comentario fue comentado y contestado. Y tuvieron toda la paciencia del mundo para trabajar con un cuarentón con un 20 hcp. Sólo por curiosidad fui a una sesión de fitting en una cadena…nada que ver. COmo decimos en Venezuela…aquello fue un “mateo” en comparación al nivel de atención a los detalles que obtuve en UGP.
    A la fecha, no he podido utilizar mis nuevos palos de golf. Pero tengo la certeza de que no desperdicié mi tiempo y mi dinero. Espero poder confirmarlo más adelante.

    Gracias al equipo de UGP.

    • Mac Todd

      Jun 15, 2016 at 8:50 am

      Juan Carlos-

      Muchas gracias por tu recomendacion y apoyo de UGP. Estamos a tus ordenes!


  7. b

    Jun 14, 2016 at 2:30 am

    This place sounds like an amazing experience. I’m going to make it a priority to get an appointment when I’m home on leave in the winter! The drive up from Thousand oaks should be well worth it.

  8. TinkerR

    Jun 13, 2016 at 10:43 am

    I’ve been to UGP a 3 times. Great facility. Really nicely done. Seem like good guys. I’m someone who belongs to one of the aforementioned “elite” clubs in LA. I stopped going to UGP because i felt the prices were too steep. I know a number of guys who feel the same way. If it was a bit more reasonable I would be a regular customer.

    • Mac Todd

      Jun 13, 2016 at 1:37 pm

      Hey TinkerR!

      Thanks for commenting and taking the time to read our story, and also for the support you’ve already shown coming into UGP! We definitely would love to have you back in!

      Our sessions range anywhere from $145-$110 depending on the volume of sessions you purchase. You can use them across the fitting, fitness and coaching segments of our business. Each UGP golf bay cost us about $85,000 and training a new coach to get up to UGP standards and use the technology seamlessly costs us around $20K minimum depending on experience. We don’t see a profit on a new hire for at least 6-9 months. It’s always an investment on everyone’s part. We spend countless hours behind the scenes improving the collaboration between departments and continuing education to ensure our coaches are always fresh and on the cutting edge. We have a business infrastructure behind the scenes, along with a solid front line support system that manages appointments and serves as a “concierge” to members at no additional cost. We valet cars, and go above and beyond to ensure that our students are progressing and enjoying the experience. I promise you in spite of our awesome growth, we truly grind as hard as possible to ensure its a “valuable” experience, and that we are priced accordingly.

      The average “elite” golf instructor utilizing Trackman (we also have $10K balance plates, high speed cameras, and a plethora of other training equipment) in Los Angeles is $150. The average private fitness training session at a comparable facility like Equinox charges also around $150. The average fitting experience at a place like Cool Clubs can go well over $300, we charge $195. If you have a package you can pay as little as $110 for a premium service at your fingertips whenever you want it 6am-9pm weekdays and 6am-5pm weekends.

      We’ve put a lot of thought and consideration into our pricing model and value proposition, and trust me I’ve nearly tried every service out there nationwide that is similar to what we have built here in LA. You’ll be hard pressed to find this value and experience elsewhere.

      All I can say is that we will strive and grind as hard as we can to consistently provide value, innovate the standard practices we see in the industry today, and educate a new generation of golf instructors, trainers, and club fitters/builders that believe and share the holistic approach to golf development.

      I really do appreciate all your support and the fact that you took the time to read the story and comment! (Email me at [email protected] and I’d be happy to extend a complimentary session for your loyalty)

  9. Stan Parless

    Jun 12, 2016 at 11:51 pm

    “In a nutshell the conviction to know what you are doing is the right path regardless of the obstacles: financial or social”

    Try telling that to the missus.

    Place sounds awesome and I’m sure they mean well but “change golf culture in Los Angeles”? By what? Catering to the well off country club golfer? Calling themselves “urban” while based out of West LA? Maybe when some golfers who work in a Pico Rivera warehouse can afford it I’ll buy into that statement.

    • Mac Todd

      Jun 13, 2016 at 1:51 pm

      Hey Stan-

      Thanks for taking the time to read our story and comment.

      Check out this video we did in support of the Heroes Golf Course at the Veterans Affairs facility here in West Los Angeles ( We raised nearly $10K to support their initiatives, and hosted a function that brought more awareness to the conditions our veterans face right in the middle of the wealthy backyard of West LA. This is one of the over 50+ causes locally and regionally we have shifted our focus to as we continue to grow and gain support. Our intentions and purpose are pure, and I can guarantee you we will continue to expand upon this mentality as we grow.

      Appreciate you taking the time to read our story!

  10. Mac Todd

    Jun 11, 2016 at 9:45 pm

    No plans to sell, but who knows that’s the American Dream right?

    We’re really just a really good group of people that work really hard to make an impact on the game we love and our community. Purely grass roots concept from our collective experiences.

    Appreciate your comments!

  11. Bob Gotsen

    Jun 11, 2016 at 6:42 pm

    Incredible stuff. I’ve been playing golf for 32 years, and I am beyond messed up physically. I have had tons of coaches, but nobody tells me my actually problems. What UGP is doing sounds like a reboot for the healthcare system, as well as golf.

    • Mac Todd

      Jun 12, 2016 at 11:09 am

      Thanks for taking the time to read our story Bob, we’ll keep pushing the envelope!

  12. John Goldberg

    Jun 11, 2016 at 4:26 pm

    Place looks amazing. When are you guys coming to Phoenix?

  13. Albatross Hunter

    Jun 11, 2016 at 4:24 pm

    Where was this place when I was growing up! It looks and sounds like these guys are sturring the pot, in a incredible way! Bring one to Wisconsin, we need you this winter.

  14. Tru

    Jun 11, 2016 at 4:08 pm

    The antithesis to “Play Golf America!” by making golf unaffordable

    • Mac Todd

      Jun 12, 2016 at 11:07 am

      That’s too bad that’s all you can comment about this article. A baseless statement about how we are the antithesis to “Play Golf America”.

      Philanthropy is a major part of our focus, and the fact that our wealthy customer base is passionate about golf, health, community, and education makes us a perfect vessel for working with non-profits in and out of the golf sector to make actual change and improvement in our community. Watch what we do, and learn how there still are good people out there with pure intentions to make this world a better place.

      Appreciate you taking the time to read our story!

      • Clu

        Jun 12, 2016 at 2:32 pm

        The fact that you have to come back on here and scramble a defense statement says it all about yuor insecurity and lack of understanding of your own customer base, a lack of disrespect for who’s paying your bills and how much you know you’re overcharging the innocent people who come into your shop seeking advice for proper equipment. You’re clueless.

        • Lol

          Jun 12, 2016 at 2:48 pm

          Clu, did you actually read the article? His comments as a whole?

          It sounds like Mac is proud of what he is doing and his comments reflect that. Not understanding your point at all. How can you fault someone for trying to make things better?

        • Mac Todd

          Jun 12, 2016 at 4:06 pm

          That’s pretty harsh Clu. The reality is that I’m only on here trying to foster more discussion about the article, answer questions, and clarify our intentions.

          I’m here to learn and grow. What are you here for?

          How does your statement do anything but promote disrespect for the innovative possibilities of small business? This story should be an inspiration for others that they are the catalyst for the change we need to see in golf and in society. There is a better way to do things, and we need to be the ones that push for answers.

          Also your statement that I have a “lack of disrespect for who’s paying your bills…”doesn’t make any sense, but I get what are you trying to say. Read our customer reviews, talk to our wide range of partners, and you’ll find out that what you’re saying couldn’t be further from the truth. We’ve changed lives, helped thousands not just improve their golf games, but their health, relationships, and much more. This is just the beginning. Our club fitting and building departments are relentless when it comes to precision and craftsmanship, something lost in all the marketing the golf industry does these days. I’ll leave you with a quote that helps me keep perspective as we manage the awesome growth we are experiencing, and the myriad of issues and opinions that arise in parallel.

          “What goes on around you…compares little with what goes on inside you.” – Ralph Waldo Emerson

          I do appreciate you taking the time to read our story and comment!

        • PEtiger

          Jun 13, 2016 at 11:44 am

          Luckily we live in a free market society. If it turns out these guys are off base and can’t get anyone to walk through the door at $195/pop then they will either be forced to lower the price or close the doors for good. Until then, I don’t think it is instructive for you to berate them just because you cannot afford what they are offering. These guys look like they have made some serious technology investments and deserve to make a return on their time and capital. I assume you expect the same out of your work. Until then, there is always the $10 bucket at the local muni that serves as a competing substitute to their product.

          • Jack

            Jul 5, 2016 at 7:03 am

            I don’t think it’s priced high at all. Look at the people they have. They are very highly qualified professionals. There is an abundance of high tech equipment that is very pricey. Lessons are not cheap. You can also mix these sessions in with other coaching sessions as well. That said, this really doesn’t solve the issue that golf in LA is a terrible predicament as the courses are too crowded and you have to drive far to get some breathing room and decent courses.

  15. Jerry Watkins

    Jun 11, 2016 at 3:51 pm

    Great stuff! Three of my buddies are regulars @ UGP…this article solidifies why they’ve all have been beating me on the course lately. UGP you’ll be seeing me soon!

  16. Lululemon

    Jun 11, 2016 at 3:47 pm

    This place looks amazing!!!

  17. Kate

    Jun 11, 2016 at 2:44 pm

    Congrats you guys. I know it’s a labor of love. Happy to see the hard work paying off.

  18. Brian Gallagher

    Jun 11, 2016 at 2:37 pm

    Awesome article! Great to see UGP getting recognition for our pursuit to help golfers of all ages and abilities improve their game!

  19. Kyle Van Haselen

    Jun 11, 2016 at 2:16 pm

    I am humbled everyday by my team and clients. We continue to grow and develop together, which is what it’s all about. If the mindset is to grow on your own terms and not be willing to learn with others you will become static and never grow. For some that’s okay to them (Ooffa) but for us we focus on growth. KEEP THE GAME GREAT!

  20. Jedi

    Jun 11, 2016 at 2:07 pm

    Wow!!!! This place looks DOPE!!! Great article. Ive heard great things about UGP and now you sold me. Im makin the trek from OC!!

    • Mac Todd

      Jun 11, 2016 at 2:14 pm

      We will be opening down there later this year. Lots of good things to come! Thanks for the support!

  21. ThreeSticks

    Jun 11, 2016 at 1:55 pm

    Regardless of any negative comments, its refreshing to see someone put their money where their mouth is. Good on ya UGP. Golf needs a reboot for sure and you all are really trying.

  22. ooffa

    Jun 11, 2016 at 1:39 pm

    “Can this performance center change golf culture in Los Angeles?”
    Answer: No.
    Next article please.

    • Mac Todd

      Jun 11, 2016 at 1:44 pm

      Dude you’re on every article on golfWRX talking jive for no reason, and not even with substance. Say something productive and don’t muddle the conversation with ignorance.

      • Jamie

        Jun 11, 2016 at 4:16 pm

        Amen brother

      • Ben

        Jun 11, 2016 at 4:56 pm

        I disagree with oofa’s bluntness, but I think that the title of the article wasn’t delivered on. It’s a great review of a place that I would absolutely love to visit (seriously…I was excited reading about it). However, the opening of the article was about how you either belong to an elite CC in LA or you fight for time on a public course…”there is no middle class.” That’s what I perceive to be the golf culture referenced in the title…and really, the article does nothing to answer the question posed in the title. On top of that, the author goes on to say that UGP’s clients are likely members of elite CC’s in LA.

        So…how could UGP change golf culture in LA?

        • Mac Todd

          Jun 11, 2016 at 9:40 pm


          That’s a good question, and something we were concerned about as we get our name out there.

          The UGP Vision Statement is to to constantly redefine and develop the standards in which people learn and connect with the game of golf.

          We are starting with a discerning market that can help fuel our growth, but our goals are big. We’ve been in 50+ charity golf tournaments since we started UGP, supporting many causes that make big impacts on the golf world and the community as a whole. We are working with Tiger Woods Foundation in Anaheim, and the First Tee of Los Angeles to help junior golf where it needs it most.

          We give junior golfers big discounts on products and services, and under many circumstances we’ve sponsored local kids in their development even when we had mounting bills getting this bootstrapped business off the ground. Our intentions and purpose are pure.

          This is just a start, we came at this with no big investment team and a big dream. In 3 years we’ve put together 20+ employees and 3 locations. Stay tuned, we’re not stopping there.

          Appreciate the feedback and support!

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work?



Having been in the wedge business for over thirty years now, and having focused my entire life’s work on how to make wedges work better, one of my biggest frustrations is how under-informed most golfers are about wedges in general, and how misinformed most are about the elements of a wedge that really affect performance.

That under-informed and misinformed “double whammy” helps make the wedge category to be the least dynamic of the entire golf equipment industry. Consider this if you will. Golfers carry only one driver and only one putter, but an average of three wedges. BUT – and it’s a big “but” – every year, unit sales of both drivers and putters are more than double the unit sales of wedges.
So why is that?

Over those thirty-plus years, I have conducted numerous surveys of golfers to ask that very question, and I’ve complemented that statistical insight with hundreds of one-on-one interviews with golfers of all skill levels. My key takeaways are:

  • Most golfers have not had a track record of improved performance with new wedges that mirror their positive experience with a new driver or putter.
  • A large percentage of golfers consider their wedge play to be one of the weaker parts of their games.
  • And most golfers do not really understand that wedge play is the most challenging aspect of golf.
  • On that last point, I wrote a post almost two years ago addressing this very subject, “Why Wedge Mastery Is So Elusive” (read it here).

So now let’s dive into what really makes a wedge work. In essence, wedges are not that much different from all the other clubs in our bags. The three key elements that make any club do what it does are:

  • The distribution of mass around the clubhead
  • The shaft characteristics
  • The specifications for weight, shaft length and lie angle

Let’s start from the bottom and work our way up.

For any golf club to perform to its optimum for a given golfer, these three key measurements must be correct. Shaft length and lie angle work together to help that golfer deliver the clubhead to the ball as accurately as possible time and again. If either spec is off even a little bit, quality contact will be sacrificed. The overall weight of the club is much more critical than the mystical “swing weight”, and I’ve always believed that in wedges, that overall weight should be slightly heavier than the set-match 9-iron, but not dramatically so.

We encounter so many golfers who have migrated to light steel or graphite shafts in their irons, but are still trying to play off-the-rack wedges with their heavy stiff steel shafts that complete prohibit the making of a consistent swing evolution from their short irons to their wedges.

That leads to the consistent observation that so many golfers completely ignore the shaft specifics in their wedges, even after undergoing a custom fitting of their irons to try to get the right shaft to optimize performance through the set. The fact is, to optimize performance your wedges need to be pretty consistent with your irons in shaft weight, material and flex.

Now it’s time to dive into the design of a wedge head, expanding on what I wrote in that post of two years ago (please go back to that link and read it again!)

The wedge “wizards” would have you believe that the only things that matter in wedge design are “grooves and grinds.” Nothing could be further from the truth.

Grooves can only do so much, and their primary purpose is the same as the tread on your tires – to channel away moisture and matter to allow more of the clubface to contact the ball. In our robotic testing of Edison Forged wedges – on a dry ball – the complete absence of grooves only reduced spin by 15 percent! But, when you add moisture and/or matter, that changes dramatically.

Understand the USGA hasn’t changed the Rules of Golf that govern groove geometry in over 12 years, and every company serious about their wedge product pushes those rules to the limit. There is no story here!
For years, I have consistently taken umbrage to the constant drivel about “grinds.” The fact is that you will encounter every kind of lie and turf imaginable during the life of your wedges, and unless you are an elite tour-caliber player, it is unlikely you can discern the difference from one specialized grind to another.

Almost all wedge sole designs are pretty darn good, once you learn how to use the bounce to your advantage, but that’s a post for another time.

Now, the clubhead.

Very simply, what makes any golf club work – and wedges are no different – is the way mass is distributed around the clubhead. Period.

All modern drivers are about the same, with subtle nuanced differences from brand to brand. Likewise, there are only about four distinctly different kinds of irons: Single piece tour blades, modern distance blades with internal technologies, game improvement designs with accented perimeter weighting and whatever a “super game improvement iron” is. Fairways, hybrids, even putters are sold primarily by touting the design parameters of the clubhead.

So, why not wedges?]

This has gotten long, so next week I’ll dive into “The anatomy of a wedge head.”

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Golf's Perfect Imperfections

Golf’s Perfect Imperfections: 2023 PGA Merchandise Show recap



All the new interesting things we enjoyed and appreciated.

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Opinion & Analysis

2023 Ras Al Khaimah Championship: Betting Tips & Selections



The conclusion to last week’s Dubai Desert Classic was almost perfection.

The scant amount of viewers on a Monday morning would have been treated to a surely scripted play-off between world number one Rory McIlroy and his LIV nemesis Patrick Reed, bar that damned 13-foot birdie putt at the 72nd hole. It was, of course, a fitting start to the year for the world number one, and an ending that the week deserved after ‘Tee Gate to Tree Gate,’.

With our main man, Lucas Herbert, playing some sublime golf in behind and finishing strongly in third despite the absence of luck on the Saturday greens, it showed the DP World Tour in a cracking light.

It’s a shame this week doesn’t.

We move from the quality of Dubai to a standard DPWT field and, while favourite Adrian Meronk is improving fast and now up to 52nd in the rankings, the long,wide, forgiving nature of Al Hamra makes this nothing more than a bosh-it, find it, hit it, putt it, competition. Links-like it may be, but with no wind forecast, this won’t hit anywhere near the heights of the previous two weeks.

Previous DPWT winners here – Ryan Fox and Nicolai Hojgaard – suggest length is the one factor that separates the medalists from the also-rans and is the key factor behind high-level tee-to-green numbers, certainly rather than accuracy.

There isn’t really any option but to look at the handful of true links players at the top and it’s only narrowly that Victor Perez gets the vote.

Splitting last year’s winners (for there were two Al Hamra events in 2022) Ryan Fox and Nicolai Hojgaard is tough but I’ve always felt the Frenchman is capable of a higher level of play and he is the selection in front of favourite Meronk, even if they both have similar course and recent form.

I rarely get him right – backing him twice over the last six months – even if he has won two titles in the space of seven months.

Still, this is another day for the Frenchman (and me) and for a winner of the Dunhill Links, the Dutch Open and three weeks ago in Abu Dhabi, he may actually be overpriced at 16/1.

It’s tough to find any better ‘standard level’ links form lines than beating the likes of Matt Southgate, Joakim Lagergren, Tommy Fleetwood, Tom Lewis and pals in Scotland, and beating Fox in a play-off at Bernadus Golf. However, he was at it again at Yas Links, leaving behind the names Min Woo Lee, Francesco Molinari, Alex Noren and Tyrrell Hatton – all synonymous with the test he faces this week, on the same paspalum greens and with opposition of higher class than three-quarters of this week’s field.

Perez looks to have produced evidence that a golfer is at their peak at 30-years of age producing an outstanding bunker shot to win his latest trophy, with a sound coming off the club reminiscent of his play at Wentworth in 2020, when splitting Hatton and Patrick Reed.

Watch Perez trophy-winning shot here!

Although this is his first outing here on the DPWT, he has a seventh and second place from two outings on the Challenge Tour and he is in the right form to take those figures one better.

Third for total driving over the last six months, Perez ranks in the top-10 for ball-striking over the same period (11th over three months) and arrives here in confident mood, telling reporters:

“I’m looking forward to playing at the Ras Al Khaimah Championship for the first time. I got the season off to a great start at the Hero Cup followed by my first Rolex Series win in Abu Dhabi, so this is a great chance to keep the momentum going and secure more Race to Dubai and Ryder Cup points,” before adding:

“I’m playing great golf at the moment, and I’m hoping it continues in Ras Al Khaimah.”

Perez is a confident selection, but back him up with another proven rip-it merchant in Callum Shinkwin, who has come in a few points since the market opened but justifies the move after an excellent top five in Dubai.

First thing we know about the three-time winner is he hits it a mile, ranking in the top-10 for off-the-tee ten times since the start of the 2022 season, including being in the top three in the two events 12 months ago. That itself is worth noting, as are his best efforts away from the victories- at Fairmont, the Dunhill Links and last week in Dubai, all with pointers to this week’s test.

There was nothing wrong with mid-20 finishes here last year, the first just a couple of days after destroying the course in a fun Texas Scramble pairs, and he will surely take comfort in lying up there with Rory McIlroy last Monday, matching those final two birdies.

Another around that ‘magic’ age, this is a course that will give Shinks every opportunity to play shorter irons into the targets and, with last week’s top-10 ranking for putting, this may be the time to go with the Moor Park magician.

I can’t see a shock result here this week – the top lot have perfect conditions in which to show their class – but I’ll be looking at the top-10/20 markets for the following:

Tapio Pulkkanen – Trilby-wearing Finn that hits the ball a country mile. Trouble is, half the time he does not know in which direction it’s travelling. Here, with accuracy not a factor, he can take inspiration from last season’s seventh place in the first of the back-to-back events, when a three-over back-nine cost him a place in the medals.

20th just seven days later shows he can play the track, whilst best efforts over the last 12 months include a third place at the Czech Masters, 10th at the Dunhill Links and third in Portugal, again all events with a leaning to the type he’ll take part in this week. Given his tied-second in Prague a year earlier, we can surmise he repeats form at tracks that suit.

It isn’t impossible he suddenly finds his form on tour, and with an inkling he’ll ‘do a JB Hansen’ and go crackers for a spell. This would seem the perfect place to start.

Julien Guerrier – Third at Hillside and Celtic Manor last season show the former winner of The Amateur Championship (at Royal St. George’s) still has what it takes to compete at this slightly lower level. Add top-15 finishes at Denmark, Spain, Germany and Mauritius – all with front-rank putting stats – and it’s easy to see the two-time Challenge Tour winner having some effect in the top-20 market.

A sixth and eighth-placed finish at the Rocco Forte in Sicily behind Lagergren and Alvaro Quiros (both who turn up when they sniff links from a mile away) reads well, and his repeat performances at his home country, Portugal, Spain and Prague show he performs where he has good memories.

With four outings here, split between the Challenge Tour and the DPWT, the Frenchman can continue an improving course record of 19/13/9.

Jack Senior – I’m convinced that 34-year-old Senior is a better player than his current ranking outside of the top-500 in the world, and although it has been a while since his win at Galgorm Castle in 2019, he has racked up top-10 finishes at Gran Canaria, the Scottish Open at the Renaissance Club (behind Min Woo Lee, Thomas Detry and Matt Fitzpatrick), Mallorca and on the Spanish mainland.

Back at Galgorm, he was tied-13th last year, a repeat result that sits nicely with his 23rd in Mallorca, and top-20s in Prague and Denmark, courses already highlighted as associates to Al Hamra.

I’m happy to ignore last week’s missed cut as it was his first outing since October, and he’s of enough interest back on a course on which he has a sixth, 11th and 19th place finish in three tries at the lower level.

I’m expecting one of the top eight or 10 to prove too good, but these events often throw up names on a surprise leaderboard, and it will take just one hotter-than-normal week with the putter for that to happen.

Recommended Bets:

Victor Perez – WIN

Callum Shinkwin – WIN/TOP-5

Julien Guerrier – TOP-10 TOP-20

Tapio Pulkkanen – TOP-10 TOP-20

Jack Senior – TOP-10 TOP-20

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