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 LIV Golf Singapore betting preview: Course specialist ready to thrive once again
After another strong showing in Australia, LIV Golf will head to Sentosa Golf Club in Singapore looking to build off of what was undoubtedly their best event to date.
Sentosa Golf Club sits on the southern tip of Singapore and is one of the most beautiful courses in the world. The course is more than just incredible scenically; it was also rated 55th in Golf Digest’s top-100 courses in 2022-2023 and has been consistently regarded as one of the best courses in Asia. Prior to being part of the LIV rotation, the course hosted the Singapore Open every year since 2005.
Sentosa Golf Club is a par 71 measuring 7,406 yards. The course will require precise ball striking and some length off the tee. It’s possible to go low due to the pristine conditions, but there are also plenty of hazards and difficult spots on the course that can bring double bogey into play in a hurry. The Bermudagrass greens are perfectly manicured, and the course has spent millions on the sub-air system to keep the greens rolling fast. I spoke to Asian Tour player, Travis Smyth, who described the greens as “the best [he’s] ever played.”
Davis Love III, who competed in a Singapore Open in 2019, also gushed over the condition of the golf course.
“I love the greens. They are fabulous,” the 21-time PGA Tour winner said.
Love III also spoke about other aspects of the golf course.
“The greens are great; the fairways are perfect. It is a wonderful course, and it’s tricky off the tee.”
“It’s a long golf course, and you get some long iron shots. It takes somebody hitting it great to hit every green even though they are big.”
As Love III said, the course can be difficult off the tee due to the length of the course and the trouble looming around every corner. It will take a terrific ball striking week to win at Sentosa Golf Club.
In his pre-tournament press conference last season, Phil Mickelson echoed many of the same sentiments.
“To play Sentosa effectively, you’re going to have a lot of shots from 160 to 210, a lot of full 6-, 7-, 8-iron shots, and you need to hit those really well and you need to drive the ball well.”
Golfers who excel from tee to green and can dial in their longer irons will have a massive advantage this week.
Stat Leaders at LIV Golf Adelaide:
Fairways Hit
1.) Louis Oosthuizen
2.) Anirban Lahiri
3.) Jon Rahm
4.) Brendan Steele
5.) Cameron Tringale
Greens in Regulation
1.) Brooks Koepka
2.) Brendan Steele
3.) Dean Burmester
4.) Cameron Tringale
5.) Anirban Lahiri
Birdies Made
1.) Brendan Steele
2.) Dean Burmester
3.) Thomas Pieters
4.) Patrick Reed
5.) Carlos Ortiz
LIV Golf Individual Standings:
1.) Joaquin Niemann
2.) Jon Rahm
3.) Dean Burmester
4.) Louis Oosthuizen
5.) Abraham Ancer
LIV Golf Team Standings:
1.) Crushers
2.) Legion XIII
3.) Torque
4.) Stinger GC
5.) Ripper GC
LIV Golf Singapore Picks
Sergio Garcia +3000 (DraftKings)
Sergio Garcia is no stranger to Sentosa Golf Club. The Spaniard won the Singapore Open in 2018 by five strokes and lost in a playoff at LIV Singapore last year to scorching hot Talor Gooch. Looking at the course setup, it’s no surprise that a player like Sergio has played incredible golf here. He’s long off the tee and is one of the better long iron players in the world when he’s in form. Garcia is also statistically a much better putter on Bermudagrass than he is on other putting surfaces. He’s putt extremely well on Sentosa’s incredibly pure green complexes.
This season, Garcia has two runner-up finishes, both of them being playoff losses. Both El Camaleon and Doral are courses he’s had success at in his career. The Spaniard is a player who plays well at his tracks, and Sentosa is one of them. I believe Sergio will get himself in the mix this week. Hopefully the third time is a charm in Singapore.
Paul Casey +3300 (FanDuel)
Paul Casey is in the midst of one of his best seasons in the five years or so. The results recently have been up and down, but he’s shown that when he’s on a golf course that suits his game, he’s amongst the contenders.
This season, Casey has finishes of T5 (LIV Las Vegas), T2 (LIV Hong Kong), and a 6th at the Singapore Classic on the DP World Tour. At his best, the Englishman is one of the best long iron players in the world, which makes him a strong fit for Sentosa. Despite being in poor form last season, he was able to fire a Sunday 63, which shows he can low here at the course.
It’s been three years since Casey has won a tournament (Omega Dubai Desert Classic in 2021), but he’s been one of the top players on LIV this season and I think he can get it done at some point this season.
Mito Pereira +5000 (Bet365)
Since Mito Pereira’s unfortunate demise at the 2022 PGA Championship, he’s been extremely inconsistent. However, over the past few months, the Chilean has played well on the International Series as well as his most recent LIV start. Mito finished 8th at LIV Adelaide, which was his best LIV finish this season.
Last year, Pereira finished 5th at LIV Singapore, shooting fantastic rounds of 67-66-66. It makes sense why Mito would like Sentosa, as preeminent ball strikers tend to rise to the challenge of the golf course. He’s a great long iron player who is long and straight off the tee.
Mito has some experience playing in Asia and is one of the most talented players on LIV who’s yet to get in the winner’s circle. I have questions about whether or not he can come through once in contention, but if he gets there, I’m happy to roll the dice.
Andy Ogletree +15000 (DraftKings)
Andy Ogletree is a player I expected to have a strong 2024 but struggled early in his first full season on LIV. After failing to crack the top-25 in any LIV event this year, the former U.S. Amateur champion finally figured things out, finished in a tie for 3rd at LIV Adelaide.
Ogletree should be incredible comfortable playing in Singapore. He won the International Series Qatar last year and finished T3 at the International Series Singapore. The 26-year-old was arguably the best player on the Asian Tour in 2023 and has been fantastic in the continent over the past 18 months.
If Ogletree has indeed found form, he looks to be an amazing value at triple-digit odds.
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In Tampa, there is a golf course that boasts carts that do not work, a water range, and a group of players none of which have any chance to break 80. The course is overseen by a staff of crusty men who have succeeded at nothing in life but ending up at the worst-run course in America. However, this place is no failure. With several other local courses going out of business — and boasting outstanding greens — the place is booked full.
While I came for the great greens, I stayed to watch our resident instructor; a poor-tempered, method teacher who caters to the hopeless. At first, it was simply hilarious. However, after months of listening and watching, something clicked. I realized I had a front-row seat to the worst golf instructor in America.
Here are some of my key takeaways.
Method Teacher
It is widely accepted that there are three types of golf instructors: system teachers, non-system teachers, and method teachers. Method teachers prescribe the same antidote for each student based on a preamble which teachers can learn in a couple day certification.
Method teaching allows anyone to be certified. This process caters to the lowest caliber instructor, creating the illusion of competency. This empowers these underqualified instructors with the moniker of “certified” to prey on the innocent and uninformed.
The Cult of Stack and Jilt
The Stack and Tilt website proudly boasts, “A golfer swings his hands inward in the backswing as opposed to straight back to 1) create power, similar to a field goal kicker moving his leg in an arc and 2) to promote a swing that is in-to-out, which produces a draw (and eliminates a slice).”
Now, let me tell you something, there is this law of the universe which says “energy can either be created or destroyed,” so either these guys are defying physics or they have no idea what they are taking about. Further, the idea that the first move of the backswing determines impact is conjecture with a splash of utter fantasy.
These are the pontifications of a method — a set of prescriptions applied to everyone with the hope of some success through the placebo effect. It is one thing for a naive student to believe, for a golf instructor to drink and then dispel this Kool-Aid is malpractice.
Fooled by Randomness
In flipping a coin, or even a March Madness bet, there is a 50-50 chance of success. In golf, especially for new players, results are asymmetric. Simply put: Anything can happen. The problem is that when bad instructors work with high handicappers, each and every shot gets its own diagnosis and prescription. Soon the student is overwhelmed.
Now here’s the sinister thing: The overwhelming information is by design. In this case, the coach is not trying to make you better, they are trying to make you reliant on them for information. A quasi Stockholm syndrome of codependency.
Practice
One of the most important scientists of the 20th century was Ivan Pavlov. As you might recall, he found that animals, including humans, could be conditioned into biological responses. In golf, the idea of practice has made millions of hackers salivate that they are one lesson or practice session from “the secret.”
Sunk Cost
The idea for the worst golf instructor is to create control and dependency so that clients ignore the sunk cost of not getting better. Instead, they are held hostage by the idea that they are one lesson or tip away from unlocking their potential.
Cliches
Cliches have the effect of terminating thoughts. However, they are the weapon of choice for this instructor. Add some hyperbole and students actually get no information. As a result, these players couldn’t play golf. When they did, they had no real scheme. With no idea what they are doing, they would descend into a spiral of no idea what to do, bad results, lower confidence, and running back to the lesson tee from more cliches.
The fact is that poor instruction is about conditioning players to become reliant members of your cult. To take away autonomy. To use practice as a form of control. To sell more golf lessons not by making people better but through the guise that without the teacher, the student can never reach their full potential. All under the umbrella of being “certified” (in a 2-day course!) and a melee of cliches.
This of course is not just happening at my muni but is a systemic problem around the country and around the world, the consequences of which are giving people a great reason to stop playing golf. But hey, at least it’s selling a lot of golf balls…
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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.
TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.
Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.
However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.
Past Winners at TPC Louisiana
- 2023: Riley/Hardy (-30)
- 2022: Cantlay/Schauffele (-29)
- 2021: Leishman/Smith (-20)
- 2019: Palmer/Rahm (-26)
- 2018: Horschel/Piercy (-22)
- 2017: Blixt/Smith (-27)
2024 Zurich Classic of New Orleans Picks
Tom Hoge/Maverick McNealy +2500 (DraftKings)
Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.
This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.
McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.
Keith Mitchell/Joel Dahmen +4000 (DraftKings)
Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.
Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.
Taylor Moore/Matt NeSmith +6500 (DraftKings)
Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.
NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.
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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!