Bag Chatter is a series of interviews that spotlights brands around the golf industry and the people behind them. We’re looking to make this a regular thing, so please comment and share through your medium of choice. If you have a brand and are interested in participating in these interviews, you can email [email protected] for consideration. This interview is with Will Jacoby of Steurer & Jacoby.
“I’d love to have you come and visit our shop sometime so you can see what we do,” Will Jacoby said. “The reason I’d like to have you here in person as opposed to just a phone call is because the story is in our product. It’s in our seamstresses. I’m not the story. I’m just some old guy. But once you come in and you see everything first-hand and you touch it and experience it, I think you’ll be impressed.”
The above is a synopsis of my first phone conversation with Will Jacoby, an affable gentleman who can tell stories for days of playing golf with Sam Snead or making golf bags for Jack Nicklaus and Ben Hogan. He tells me about his repeat customers from Switzerland to Singapore. They’re his “Johnny Appleseeds,” as he calls them, spreading the gospel of his products wherever they go.
As far as credentials go, Will has been in the golf industry for over 40 years in some capacity. In the 1960’s, his first job out of college was as a sales rep for Wilson Sporting Goods, who offered him his choice of three territories. He chose Kentucky because it was the closest to his roots in the Chicago area.
In the 1970’s, he went to work for Brunswick, then-owner of MacGregor Golf Clubs. He rose up the ranks in its plant in Eminence, KY, that made golf bags and bowling bags. Then in the 1980’s, Will established his own company called Royal Dublin Golf. That company made golf bags for the likes of MacGregor (which shut down it plant after Will left the company), Hogan, and many others.
For roughly 20 years, he was behind countless golf bags around the industry under various manufacturers’ names. He was granted several patents, most notably for the cart bag he developed that had a reversed top to allow for better access to the clubs and pockets when mounted on a cart. Ultimately, he retired to Florida in the late 1990’s. He then grew tired of the retirement life, which ultimately led him to run for mayor of his town in Florida.
“Thank God I lost,” he says.
In 2012, he got a call from his friend, the late Mike Just, owner of Louisville Golf, who enlisted Will to produce a quality, period-correct pencil bag for his customers’ hickory shafted clubs. Will’s first call was to his right hand man, pattern maker Steve Steurer, to figure out how to make it work. As a nod to Steve (who started designing products with Will in 1981), Will decided to add his name to the bag, even if he wasn’t interested in participating beyond that initial layout. And that’s how Steurer & Jacoby was born.
All of this has resulted in a guy who will only use solid brass D rings, steel frames, and waxed canvas that’s roughly 7 times the price of the nylon used in today’s bags. It’s also the guy who sews all those components together with the same threads and fabrics used to assemble parachutes for the military. It’s also resulted in a guy who opened his door to me until 9 p.m. on a Thursday night.
“I’m just so grateful,” he says. “I can talk your ear off, but I admit I haven’t embraced social media and the internet like I probably should have.”
He may be just some old guy (to some), but he’s definitely an old guy with a story. The product isn’t too bad either.
I think every person I’ve spoken to has said that their quality is striking with their products. I’m not saying anyone is wrong, but my point is that it’s a word that’s thrown around a lot. What does that mean to you? How did you get to this point?
I suppose it really started when I was at Wilson. The chairman drove quality into everyone’s head. It was the mission for everything that was done. In those days, Wilson was a leader. We had Sam Snead, Arnold Palmer, Johnny Miller… you name it. And we won a ton of majors. Wilson also had the NBA basketball and the NFL football. They were almost obsessed with being the best. Having the highest quality in the industry was drummed into my head and it just became a part of me. When I went to Brunswick, I told them we had to get out of K-Mart and stop selling $19 golf bags. That was an unpopular conversation, but I still to this day stand by that decision. If you’re going to make a quality product, that’s who you are. You can’t make a Chevette in the same plant as the Cadillac. Our defect rate was less than half of one percent in the plant that I ran. I was really proud of that. I just always wanted to have the best. I wanted to be the best. I don’t think I know any other way. Since we’ve opened our doors, I can count on one hand the number of defects I’ve had to rectify with customers.
How do you think the game of golf developed you as a person? Tell me about how the game helped you personally and how it helped this business.
Golf is a game of integrity. You can tell a lot about a person when you play golf with them. Do they use a foot wedge? Do they give you questionable scores to write down? Do they have a temper? All of that stuff gets revealed over the course of a round of golf. It reveals things that are already in you. Here’s the thing. In golf, you’re playing against yourself first, then your opponent. You have to gather from within. I remember one time I got an 11 on a hole at Mid Pines. Now, not many people would admit to that, but I’d rather not lie to myself. There’s no reason to lie or cheat in golf because you’re only lying and cheating on yourself. I think it’s a very good game for character building. It teaches you so much. There are bad breaks and good breaks and you have to be able to handle all of it. It’s served me well in life and in business.
You’re pretty big in the hickory golf world, which is kind of a niche within a niche. To those who are unfamiliar with it, what are we missing? Do you think anything is lost when playing modern golf as opposed to hickory golf? Are you hitting modern golf balls with hickory clubs? What yardage do you play from?
We play from about 5500 yards, maybe 6000 at most. Yes, we use modern golf balls. I have a friend named David Brown of McIntyre Golf Ball Company who takes modern balls and overmolds them for a slightly more period correct golf ball. I took a friend of mine to a hickory tournament. He’s a very low handicapper, but he had never played hickory golf. Then he took second place in the tournament! For a good golfer, it doesn’t make a difference. You learn how to club yourself. No one is hitting 300-yard drives, but you learn to adjust. To be honest, though, I didn’t really know a whole lot before Mike Just got me involved in 2012. I sold to these guys before I played with them. My brochures say “Tradition and Quality.” That’s who we are. That happened to resonate with this group. They wanted something of exquisite quality that didn’t have a brand name plastered all over it. We do brand our bags, but it’s not a billboard. Our bags are something that takes you back to the birth of golf.
Another market you do well in is in Europe, where nearly all golfers walk (either carrying or using a push cart/trolley). Here in America, the vast majority of golfers ride in carts, yet the lightweight stand bags persist as the most popular option. What are the European customers “getting” that most American golfers aren’t?
I think we do well in Europe because of our quality. They’re probably more frugal than us in some ways. They spend money on things and hold on to them, whereas we are a pretty disposable society in America. We just throw stuff away. Lots of people will spend thousands of dollars on golf clubs, and then go and buy a $100 golf bag to put it in. Maybe they’re just used to them breaking. I don’t know. This stuff is like your favorite baseball glove. It’s functional. It wears well over time and starts to look and feel like your favorite pair of blue jeans. If you want something disposable, go for it. We’ll stand behind our product for years to come.
As far as the carry bag discussion goes, sure the bags from the common manufacturers are lighter. We’re not going to dispute that. Nylon is lighter than cotton and it’s completely consistent, whereas each piece of waxed canvas and leather is somewhat unique, but that’s what makes our products what we are. Our bags are going to have workmanship that others won’t. We have at most 2 or 3 people that will touch your bag. The bags from the major manufacturers will have no less than 6 people touching it before it leaves the plant, and almost certainly more. How can you accurately control quality in that environment? I’ll tell ya. You can’t.
What’s the hardest, but most important lesson you had to learn to succeed in this business?
As far as what it takes to succeed, I would say, “Give the customer an excellent product at a fair price and stand behind it.” That’s my ethos. I had one customer who was really on the fence about spending so much money on a golf bag. I told him, “I’ll tell you what. You place an order. I’ll ship it to you on my dollar. If you just don’t like it, you send it back to me on your dollar and I’ll refund your money.” He called after the bag arrived and just raved about it. I’m pretty proud of stories like that. I always get letters, post cards, emails, and phone calls from customers telling me how they love their new bag. I’ve never had anyone tell me I sold them a bad product. And I’m very proud of that. I always strive to exceed my customer’s expectations.
The hardest lesson I learned was putting too many eggs in one basket. I used to have a lot of business with one customer and they went out of business. It nearly killed me.
What’s something that might surprise people about Steurer & Jacoby?
We do a lot of work for businesses in the area. Jim Beam is a huge account for us. We do things all the time for CEO’s, presidents, royalty, you name it. Golf bags are 80 percent of our business, but the other stuff pays the bills nicely. We make duffle bags, shoe bags, head covers, even down to coasters. There’s a lot of stuff available. People have told me you get more than a golf bag; you get a lifestyle with our product. You’ll start with a golf bag and then you think, “Now I need a shoe bag.” A couple months later you’ll need a duffle bag. Give it a year and you’ll think, “I love my golf bag, but I’m getting tired of looking at green. I think I want a navy one now.” The whole process seems to snowball from there. I guarantee you’ll get tired of the color before it wears out.
Lastly, what do you guys have in the works? Are there any product releases forthcoming? Tell people how to find you.
So, we started this whole thing by making a pencil bag for hickory golfers. We’ve grown into what we call “The Airliner,” which has a 7-inch opening, but we’re now going to be releasing an 8-inch bag. Our 7-inch bag is quite workable for the modern golfer, but the 8-inch bag is really going to give that guy what he needs. We’ve also got some new head covers in the works. Those will be made with authentic wool tartan we’ve imported from a woolen mill in Scotland and also with a leather we are having tanned specifically for us. We’re also going to be using those materials on some new duffel bags, which will be great overnight bags, gym bags, or what have you. I’m not trying to get my product on the shelves at Golf Galaxy. I couldn’t possibly care less about that. But I am trying to reach the golfer who’s serious about his game, his equipment, and his investment. If you want something everyone else has, then go to Dick’s Sporting Goods. I’m not going to judge you for it. We’re not trying to sell thousands of golf bags a year. We’re more concerned about reaching the right customer.
Also, if you want something that isn’t shown on the website (www.steurerjacoby.com), give us a call or send us an email at [email protected]. If you want different color combinations or custom branding or something, we are more than happy to work with people on those types of requests. We’ve put fancy coat of arms and presidential seals on bags. We’ll do the same for anyone if you want it. We really are passionate about exceeding our customers’ expectations.
5 examples of how Lexi Thompson has been treated harsher than any of her peers
Following Lexi Thompson’s Solheim Cup post-round presser on Friday evening, the 28-year-old has been the topic of much discussion.
Golf pundits and fans alike have been weighing in with their takes after this exchange with a reporter surrounding an untimely shank on Friday afternoon went viral:
Confounding answer from Lexi and subsequent reaction from the US side. It was one of the pivotal moments of the entire day and somehow that's off limits? pic.twitter.com/9std3LFlmN
— Tron Carter (@TronCarterNLU) September 23, 2023
After the incident, LPGA Hall of Famer Nancy Lopez said that Lexi has “been picked on and drug through negative comments. She is tired of it”
So has the criticism of Lexi Thompson been justified, or is this yet another example of her being unfairly treated?
Well, here are five times, in my opinion, that Lexi has been scrutinized far differently over the years than her peers.
2022 KPMG PGA Championship
At the 2022 KPMG PGA Championship, Lexi Thompson held a two-stroke lead with three holes to play. She couldn’t close the deal and lost the tournament.
Afterwards, she was fined $2k (as were the rest of the group) for slow play.
Lexi declined to speak to the media and got hammered on social media for doing so…
Lexi Thompson has declined to speak with the media here at Congressional.
Not a great look?
— Zephyr Melton (@zephyrmelton) June 26, 2022
Almost every golfer at some point has skipped a media session following disappointment on the course, and nobody has really batted an eyelid.
Tiger skipped back-to-back post-round media briefings at the 2019 WGC Mexico after being frustrated with his putting. Remember the backlash over that? Nah, me neither.
Every (or nearly every) big-name golfer under the sun has played golf with Donald Trump. Tiger Woods, Brooks Koepka, Dustin Johnson, Rory McIlroy etc. Nobody really cared.
For whatever reason, when Lexi Thompson did, it was a story, and she took herself off social media soon after the photo was posted.
View this post on Instagram
2021 U.S. Women’s Open
In the final round of the 2021 U.S. Women’s Open, Lexi Thompson had a 6-foot eagle on her opening hole. She missed and made birdie to lead by five.
She then lost the tournament.
Following the round, Brandel Chamblee said on ‘Live From’:
“She’s got 6 feet away. Now professional golfers don’t miss the center of the face by a pinhead. Look where she hits this putt on the very 1st hole. Look where this putt comes off the face. She would have missed the center of the putter there by a half an inch. I have never — I have never — seen a professional golfer miss the center of the putter by a wider margin than that. That was at the 1st hole. “
Honest? Absolutely. Correct? Brandel usually is. Has any other LPGA golfer been handed the full-on Chamblee treatment? Not to my knowledge.
2023 Solheim Cup
Lexi Thompson spoke the words, “I don’t need to comment on that” when a reporter asked her about a failed shot, and the golf community collectively lost their minds.
Lost on many people is the fact that she literally answered the question instantly after.
Jessica Korda described the reporting of the awkward exchange with the media member as yet another example of the golf media shredding Lexi, but in reality, it was really just golf media covering the furore created by golf fans reacting to the viral clip.
So sad seeing golf media , yet again, shred Lexi. It’s easy writing about other people’s mistakes. It’s
Golf, bad shots happen- give the girl a break. She grows the game more than anyone on tour… And she’s a great player!!
— Jessica Korda (@Thejessicakorda) September 23, 2023
Lexi then won her next two matches, collecting 3 points from 4 for the U.S. team. But nobody seems to care about that.
‘yOu ShoUlD PrAcTIce puTTinG’
There’s very few golfers that have been plagued with such inane posts on their Instagram page as Lexi Thompson has.
I’ve tracked golfer’s social media accounts over the past few years (job requirement, sort of?). I can categorically say that Lexi gets some of the angriest and most aggressive responses to her posts of any golfer. Male or female. (She also gets some very nice ones too).
Despite countless posts of Thompson relentlessly practising her putting, the number of comments from dummies accusing her of neglecting that area of her game is both bizarre and alarming. Notice how the comments have been disabled on the post below? Probably not a coincidence.
View this post on Instagram
Go on any other golfer’s social account, and it will be hard to find the same dynamic.
Throw in the scandalous rules decision at the 2017 ANA Inspiration that cost her a second major title and spawned the “Lexi rule,” and it’s hard not to think Lexi has had a bit of a raw deal at times.
The Wedge Guy: My top 5 practice tips
While there are many golfers who barely know where the practice (I don’t like calling it a “driving”) range is located, there are many who find it a place of adventure, discovery and fun. I’m in the latter group, which could be accented by the fact that I make my living in this industry. But then, I’ve always been a “ball beater,” since I was a kid, but now I approach my practice sessions with more purpose and excitement. There’s no question that practice is the key to improvement in anything, so today’s topic is on making practice as much fun as playing.
As long as I can remember, I’ve loved the range, and always embrace the challenge of learning new ways to make a golf ball do what I would like it to do. So, today I’m sharing my “top 5” tips for making practice fun and productive.
- Have a mission/goal/objective. Whether it is a practice range session or practice time on the course, make sure you have a clearly defined objective…how else will you know how you’re doing? It might be to work on iron trajectory, or finding out why you’ve developed a push with your driver. Could be to learn how to hit a little softer lob shot or a knockdown pitch. But practice with a purpose …always.
- Don’t just “do”…observe. There are two elements of learning something new. The first is to figure out what it is you need to change. Then you work toward that solution. If your practice session is to address that push with the driver, hit a few shots to start out, and rather than try to fix it, make those first few your “lab rats”. Focus on what your swing is doing. Do you feel anything different? Check your alignment carefully, and your ball position. After each shot, step away and process what you think you felt during the swing.
- Make it real. To just rake ball after ball in front of you and pound away is marginally valuable at best. To make practice productive, step away from your hitting station after each shot, rake another ball to the hitting area, then approach the shot as if it was a real one on the course. Pick a target line from behind the ball, meticulously step into your set-up position, take your grip, process your one swing thought and hit it. Then evaluate how you did, based on the shot result and how it felt.
- Challenge yourself. One of my favorite on-course practice games is to spend a few minutes around each green after I’ve played the hole, tossing three balls into various positions in an area off the green. I don’t let myself go to the next tee until I put all three within three feet of the hole. If I don’t, I toss them to another area and do it again. You can do the same thing on the range. Define a challenge and a limited number of shots to achieve it.
- Don’t get in a groove. I was privileged enough to watch Harvey Penick give Tom Kite a golf lesson one day, and was struck by the fact that he would not let Tom hit more than five to six shots in a row with the same club. Tom would hit a few 5-irons, and Mr. Penick would say, “hit the 8”, then “hit the driver.” He changed it up so that Tom would not just find a groove. That paved the way for real learning, Mr. Penick told me.
My “bonus” tip addresses the difference between practicing on the course and keeping a real score. Don’t do both. A practice session is just that. On-course practice is hugely beneficial, and it’s best done by yourself, and at a casual pace. Playing three or four holes in an hour or so, taking time to hit real shots into and around the greens, will do more for your scoring skills than the same amount of range time.
So there you have my five practice tips. I’m sure I could come up with more, but then we always have more time, right?
More from the Wedge Guy
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Vincenzi: Fortinet Championship First Round Leader picks
The PGA Tour begins its fall season with a trip to Wine Country as the world of golf patiently awaits the 2023 Ryder Cup which is just a few weeks away. Silverado is a course where plenty of players with varying skill sets can compete, but strong West Coast history tends to be a major factor.
In the past four editions of the Fortinet Championship, there have been six first-round leaders or co-leaders. Of the six, three have started their rounds in the morning wave, and three started in the afternoon. The leading scores have all been between 63 and 65.
As of now, the winds look to be very docile, with speeds of 4-7 MPH throughout the day. I don’t see either the AM or PM wave as having a major advantage.
2023 Fortinet Championship First-Round Leader Picks
Zac Blair +9000 (FanDuel)
First-Round Tee Time: 1.22 p.m PT
A big theme for me this week is targeting players who have had success at both Silverado and the West Coast in general. Blair finished 22nd here last year, and also finished 4th back in 2019. That year, he shot 66 in rounds two and three, showing his ability to go low on this track.
In 2022, Blair gained 3.8 strokes putting and in 2019, he gained 8.6. The 33-year-old seemingly has these greens figured out.
C.T. Pan +9000 (FanDuel)
First-Round Tee Time: 8.23 a.m PT
At the end of the 2023 season, C.T. Pan showed flashes of what made him a good player prior to his injury struggles early in the year. He finished 4th at the AT&T Byron Nelson in May, and 3rd at the RBC Canadian Open in June. He also finished 6th at Silverado back in 2021, gaining 4.5 strokes on approach and 6.6 strokes putting.
A few weeks off may have given Pan a chance to reset and focus on the upcoming fall swing, where I believe he’ll play some good golf.
Joel Dahmen +110000 (FanDuel)
First-Round Tee Time: 7:28 a.m PT
After becoming a well-known name in golf due to his affable presence in Netflix’ “Full Swing” documentary, Dahmen had what can only be considered a disappointment of a 2023 season. I believe he’s a better player than he showed last year and is a good candidate for a bounce back fall and 2024.
Dahmen finished in a tie for 10th at the Barracuda Championship in late July, and the course is similar in agronomy and location to what he’ll see this week in Napa. He has some strong history on the West Coast including top-ten finishes at Riviera (5th, 2020), Pebble Beach (6th, 2022), Sherwood (8th, 2020), TPC Summerlin (9th, 2019) and Torrey Pines (9th, 2019).
James Hahn +125000 (Caesars)
First-Round Tee Time: 1:55 p.m PT
James Hahn absolutely loves golf on the West Coast. He’s won at Riviera and has also shown some course form with a 9th place finish at Silverado back in 2020. That week, Hahn gained 4.7 strokes putting, demonstrating his comfort level on these POA putting surfaces.
He finished T6 at the Barracuda back in July, and there’s no doubt that a return to California will be welcome for the 41-year-old.
Peter Malnati +125000 (BetRivers)
First-Round Tee Time: 12.27 p.m PT
Peter Malnati excels at putting on the West Coast. He ranks 3rd in the field in Strokes Gained: Putting on POA and has shown in the past he’s capable of going extremely low on any given round due to his ability to catch a hot putter.
His course history isn’t spectacular, but he’s played well enough at Silverado. In his past seven trips to the course, he’s finished in the top-35 four times.
Harry Higgs +150000 (BetRivers)
First-Round Tee Time: 1.55 p.m PT
In what is seemingly becoming a theme in this week’s First-Round Leader column, Harry Higgs is a player that really fell out of form in 2023, but a reset and a trip to a course he’s had success at in the past may spark a resurgence.
Higgs finished 2nd at Silverado in 2020 and wasn’t in particularly great form then either. Success hasn’t come in abundance for the 31-year-old, but three of his top-10 finishes on Tour have come in this area of the country.
Higgs shot an impressive 62 here in round two in 2020, which would certainly be enough to capture the first-round lead this year.
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