Can this performance center change golf culture in Los Angeles?
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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19th Hole
Vincenzi’s 2024 RBC Heritage betting preview: Patrick Cantlay ready to get back inside winner’s circle
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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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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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.
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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pat gau
Nov 3, 2019 at 7:11 am
Hi i am learning a lot whit you guys thank’s a lot
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!
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.
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
Founder
Urban Golf Performance
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.
Mac Todd
Jun 15, 2016 at 8:47 am
Thanks Brett, can’t tell you how much we appreciate the support!
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!
MAC
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.
Mac Todd
Jun 14, 2016 at 12:37 pm
We look forward to having you, mention the article and get 10% off!
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)
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 (http://m.youtube.com/watch?v=NJ6zX6skYlg). 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!
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!
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!
John Goldberg
Jun 11, 2016 at 4:26 pm
Place looks amazing. When are you guys coming to Phoenix?
Mac Todd
Jun 11, 2016 at 5:50 pm
Definitely part of the plan. Thanks John!
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.
Mac Todd
Jun 11, 2016 at 5:51 pm
Thanks!
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
Clu,
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.
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!
Mac Todd
Jun 11, 2016 at 5:52 pm
Thanks Jerry look forward to it!
Lululemon
Jun 11, 2016 at 3:47 pm
This place looks amazing!!!
Mac Todd
Jun 11, 2016 at 5:52 pm
???????? thanks!
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.
Mac Todd
Jun 12, 2016 at 11:01 am
Thanks Kate, appreciate the love!
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!
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!
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!
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.
Mac Todd
Jun 11, 2016 at 2:14 pm
Thanks! Just the motivation we need to keep pushing!
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
Ben-
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!