News

Bridgestone Golf’s new CEO, Dan Murphy, on the future of the company, ball fitting, and Tiger Woods

Published

6 years ago

Jun 25, 2018

Dan Murphy, Bridgestone Golf’s new CEO and President, told us the opportunity to “work on the next chapter of this great brand is a great honor.”

And from our brief phone call on day one of Mr. Murphy sitting in the CEO chair, it sounds like he really means it. As a veteran of the company, he was a part of Bridgestone’s growth in the late 2000s, early 2010s, and he’s keen to focus on what worked well during that time: namely the company’s emphasis on ball fitting.

Murphy is hardly stuck in the past, however, as you’ll see from our conversation.

BA: Now, you were with Bridgestone from 2005 through 2014. Can you talk a bit about how the company is positioned as you return and what’s ahead?

DM: The great thing about our company, is we have the fundamentals in place. We have the tools. We make the best product in the world: Bridgestone’s attention to manufacturing excellence, quality, and consistency is unwavering…I think you can go all the way back to the 90s and the Precept product to see that. We’re great manufacturers.

Second is people…we have great people here…and then, the third factor is that we’re part of Bridgestone Tire and Rubber. They want to see us succeed…we have the saying power…both from a R&D resource perspective–we have something like 900 polymer science engineers on staff, who can help us design golf balls as well as tires–but we also have the financial resources to really sustain and make a difference in this business.

As we go forward, you’ll probably see some of the things that made us successful in the first place, perhaps become a little bit more relevant again…such as ball fitting, such as targeting better players…better players make a lot of sense for us because they appreciate the science, and they appreciate the engineering and the product quality. And just from a business perspective, better players are thought leaders. They are the ones that recreational players look to. We still prescribe to the Pyramid of Influence in that respect.

BA: With respect to your position in the ball market, the emphasis on golf ball fitting is both a point of differentiation and competitive advantage. I’m interested in how that’s sometimes been at the fore of marketing and sometimes hasn’t. Can you speak to that?

DM: The market leader does what they do and they do it very well. They have a Tour presence that’s hard to argue with; they have an advertising presence that’s hard to argue with, but there is an opportunity for a brand like us from a customization/fitting perspective to tell the story that we don’t all play extra stiff shafts…we don’t all wear size medium shirts or size 12 shoes. There’s specialization in every area of our lives. Why not address your golf ball the same way? We have different swings, different swing speeds, different needs…choosing your ball based on that rather than, perhaps, an overly simplified process of “play what the pros play.”

BA: Regarding the Tour staff, then, can you talk about your presence on Tour. You have Snedeker and Kuchar, and certainly Bryson playing the ball, and that would seem to fit hand-in-glove…and obviously Tiger.

DM: The Tour is very, very important to the positioning of our brand. Obviously, like other brands, it’s the testing ground to prove ourselves and fine-tune our product…the Tour is both an R&D tool as well as a promotional tool.

But we have to begin our conversation about the Tour with Tiger. We’re so pleased and so proud to have him. And for me to come back to this job with an asset like Tiger as part of the team is amazing. I mean, does anybody move the needle better than Tiger does?…But I believe we have a great Tour team in addition to Tiger.

I do see us mixing him [Tiger] up with the Tour team…His interactions with Bryson or a Freddie or a Matt could create a lot of consumer interest…I think you’ll see more of that. I think you’ll see us use those Tour players, including Tiger, to tell a customization and ball fitting story.

BA: Right. Obviously, Tiger’s incredibly analytical and data-driven in his own right…similar to Bryson’s orientation, and then he has such an affinity with Couples and Kuchar…and he’s been playing a lot of practice rounds with Bryson, so there must be an affinity there as well. So the opportunity there to mix it up from a marketing and messaging standpoint has got to be exciting.

DM: Especially for the enthusiasts that you have as your audience. I think lifting the veil and maybe seeing a little bit of what happens behind the scenes, say, in the locker room between a Freddie and a Tiger, that’s kind of interesting, and I think you’ll see that play out.

BA: Can you talk a bit about the ball and your share of the market? You’d risen in to the No. 2 spot, but to my knowledge you’d slipped.

DM: Well, our goal 100 percent is to get back into the No. 2 spot. We want to get back into that position of chasing down Titleist. We look forward to doing that. We think the Tour team combined with ball fitting combined with delivering better products than anyone else…if we do that in a creative, engaging way, we think we can do it.

There’s a subtlety and a nuance to talking to the golfer. I spent a little bit of time away from golf, and I have an appreciate for golf…it’s a unique niche industry. It’s not the same as a lot of other industries. It requires a certain insider’s voice and insider’s knowledge to talk to golers in a way that makes and that moves them to action.

BA: Right. The marketing and the messaging is delicate…and there’s a high degree of skepticism out there…but then you see certain things gather momentum and they become phenomenons. It’s an odd, maybe sometimes incongruent space, and it’s hard to think of other parallel industries. I’m always interested by the consumer in the golf space.

DM: Yeah. Well, there’s no doubt it’s a business of momentum, and you have to find ways to build momentum and create a brand…obviously the Tour is a great way to do that. But then…sometimes the Tour is, well, the Tour. It’s difficult to predict and control…but I do think within the control of a marketer is shaping the message in a way that really compels folks…to engage the brand, to find enough interest in the brand…to spend time researching the brand. Ball fitting or us is a great engagement tool we think we can utilize again to create that momentum.

Do you know where ball fitting came from, actually?…I’m a marketer from way back. In the 80s, Coke and Pepsi were going at each other and there was the Pepsi challenge. And I looked at that, where they offered people the opportunity to taste Pepsi versus Coke…so back in ‘08 or ‘09…we compared Titleist products to Bridgestone products based on performance…so, the cola wars were about taste. The golf ball wars were about performance. But then, the advantages consumers saw in being fit for a ball gave us the opportunity to talk about that in advertising.

BA: Interesting origin of that effort! Any final words here on day one of job? I’m sure it’s an overwhelming position to be in…

DM: I’m trying to consume massive amounts of information to get up to speed. It’s the old analogy of drinking water from the fire hose…but we have a lot of data, and we have a great team here. They understand our industry and they understand the company…I’m excited about it. Some things I’ve said already probably show which way we’re going to go…It’s not the same industry it was three years ago [when Murphy left Bridgestone], but we’ll move forward tailoring our approach to needs…of the market. But I’m super excited and very, very confident, and ready to rock and roll.

BA: Well, you certainly have some great resources and interesting ingredients, so we look forward to seeing the dish, if you, will that you cook up. I can only imagine the size and scope of the undertaking, so I wish you the best of luck with that, sir.

DM: We’d love to keep in touch as we go. We have tremendous respect for your organization and what you guys do. You play an important part in the industry, so this opportunity for me has been a great honor.

BA: We appreciate kind words!

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News

Morning 9: Tiger confirms playing schedule | Player: This caused Tiger’s downfall

Published

2 days ago

May 2, 2024

Ben Alberstadt

By Ben Alberstadt with Gianni Magliocco.

For comments: [email protected]

Good Thursday morning, golf fans, as day one of the CJ Cup Byron Nelson gets underway.

1. Woods confirms he plans to play 1x monthly, remaining 3 majors

ESPN report…”Woods, appearing on the “Today” show Wednesday morning, said he is still following the calendar he mapped out before the season began. But physical limitations continue to give the 15-time major winner pause.”

“He completed the Masters last month but requires a “cold plunge every day, religiously” to get his body going and was “extremely sore” when he left Augusta National. Woods shot a 16-over 304 at the Masters and finished last among the 60 golfers who made the 36-hole cut.”

“I have basically the next three months — three majors — and hopefully that works out,” said Woods, who last won a major in 2019.

“Up next is the PGA Championship at Valhalla in two weeks. The U.S. Open at Pinehurst No. 2 begins June 13, and the Open Championship at Royal Troon in Scotland begins July 18. Woods has not played all four majors in a year since 2019.”

Full piece.

2. Tiger on origin of red-and-black Sunday outfit

Ben Morse for CNN…”…speaking on Tuesday’s edition of ‘The Tonight Show Starring Jimmy Fallon,’ the 48-year-old said his mother Kultida was key to him wearing the now-iconic red and black combination.”

“My mom thought, being a Capricorn, that [red] was my power color, or some BS thing like that, so I end up wearing red and end up winning some golf tournaments,” the 15-time major winner told Fallon. “And then to spite her, I wore blue, and I did not win those tournaments. So Mom is always right.”

“Woods’ mother was clearly was onto something as her son would go onto win a record-equaling 82 PGA Tour tournaments.”

Full piece.

3. Gary Player’s take on Tiger’s downfall

Our Matt Vincenzi…”While speaking with KW Golf, golf legend Gary Player said that he believes swing coaches ruined the career of Tiger Woods.”

“The US Open at Pebble Beach, he won by 15 shots. You know what that’s like? It’s like running the 100 meters in seven seconds. The next week, he’s having a lesson from a man who, I don’t think, if he played in the Masters, could break 80.”

“And then he goes to another guy who couldn’t probably break 85 in the Masters with the pressure, or the British Open or the PGA on the final day. And he’s having lessons from them.”

“Why did Tiger do that? He was so good, but I understand he wanted to get better,” Player went on. “If he had just gone along and never changed, he would have won at least 22.. He would’ve gone down as the greatest athlete the world has ever seen.”

In 2008, Woods had won 14 majors and was 33 years old. It would take him eleven years to win his 15th at the 2019 Masters.

Full piece.

4. Open winner: I used to hate links golf

Peter Scrivener for the BBC…”However, he did recall his chastening links golf baptism at neighbouring Prestwick, which hosted the inaugural Open in 1860.”

“The first time I played links golf I hated it – it ate me to pieces,” said the 37-year-old, who lost all four of his matches as Europe thrashed the United States in the 2006 Palmer Cup.

“I kept trying to hit lob wedges around the greens and the weather was bad. I got whipped, lost all of my matches.”

Full piece.

5. Why Tiger’s daughter doesn’t like golf

Our Matt Vincenzi…”While Tiger Woods’ son, Charlie, has certainly inherited his father’s love for golf, his daughter, Sam, has not.”

“On Wednesday, Tiger made an appearance on The Today Show with Carson Daly and explained his daughter’s relationship with golf.”

“Golf has negative connotations for her. When she was growing up, golf took daddy away from her. I had to pack, I had to leave, and I was gone for weeks. So, there were negative connotations to it.

“We developed our own relationship and our own rapport outside of golf. We do things that doesn’t involve golf. Meanwhile, my son and I, everything we do is golf related.”

Full piece.

6. Spieth hits ‘reset button’

Mark Schlabach for ESPN…”PGA Tour star Jordan Spieth isn’t happy that he’s not playing as well as his longtime friend Scottie Scheffler, but he’s hoping to use the world No. 1 golfer’s success as inspiration.”

“Spieth, a three-time major championship winner, said he used last week as a reset after a so-so start to the 2024 season. He has three top-10 finishes in 10 starts but had a disqualification and three missed cuts, including at The Players and Masters, in his past seven.”

“He is hoping to turn things around, starting at The CJ Cup Bryon Nelson, which tees off Thursday at TPC Craig Ranch in McKinney, Texas.”

“I think I kind of wanted to hit the reset button this last week and I took more days off than I usually do,” Spieth told reporters Wednesday. “Got a little burned out trying to find stuff. I wanted to take some time off, clear my mind, and then get back to it.

“… Kind of looking at this as kind of a restart. I haven’t had the year I wanted to have after getting off to a pretty optimistic start in Hawaii. I feel really good about the work I put in since the weekend into the few days this week, so I believe that I’m really close to some great things.”

Full piece.

7. Photos from the CJ Cup Byron Nelson

Check out all of our galleries from this week’s event!

Full Piece.

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Tour Photo Galleries

Photos from the 2024 CJ Cup Byron Nelson

Published

4 days ago

Apr 30, 2024

GolfWRX Staff

GolfWRX is on site this week in McKinney, Texas, at the 2024 CJ Cup Byron Nelson (FKA the AT&T Byron Nelson).

Last year at TPC Craig Ranch, Jason Day ended a five-year winless streak. J-Day is in the field again, as are Jordan Spieth, Tom Kim, and Will Zalatoris.

We have our usual assortment of general galleries, WITBs, and pullout albums for your perusal. As always, we’ll continue to add links to additional albums as they make their way to us from the Lone Star State.

Check out links to all our photos below.

General Albums

WITB Albums

Pullout Albums

See what GolfWRXers are saying in the forums.

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News

Vincenzi’s 2024 CJ Cup Byron Nelson betting preview: International talent to shine

Published

5 days ago

Apr 29, 2024

Matt Vincenzi

As anticipation mounts for the 2024 PGA Championship at Valhalla in a few weeks, the PGA Tour makes a pit stop in McKinney, Texas to play The CJ CUP Byron Nelson.

Last year was the third time TPC Craig Ranch hosted the Byron Nelson. Prior to 2021, the event was held at Trinity Forest Golf Club in Dallas.

TPC Craig Ranch is a 7,414-yard par-71 that features Bentgrass greens. The event historically plays relatively easy, and that has remained the case in the three editions at TPC Craig Ranch.

The course structure may provide some additional intrigue with the par-3 17th featuring a stadium setup called “Ranch 17” which is reminiscent of the 16th hole at TPC Scottsdale. The course also has both long and difficult par-4s mixed with drivable par-4s, which should create some exciting moments.

There are 156 golfers in the field this week, and many stars will be taking the week off to prepare for 2023’s second major championship in a few weeks and a “signature event” at Quail Hollow next week. Notable players in the field include Jordan Spieth, Jason Day, Sungjae Im, Stephan Jaeger, Tom Kim, Si Woo Kim, Min Woo Lee, Alex Noren, Adam Scott and Will Zalatoris.

Past Winners of the AT&T Byron Nelson

2023: Jason Day (-23 at TPC Craig Ranch)
2022: K.H. Lee (-26 at TPC Craig Ranch)
2021: K.H. Lee (-25 at TPC Craig Ranch)
2019: Sung Kang (-23)
2018: Aaron Wise (-23)
2017: Billy Horschel (-12)
2016: Sergio Garcia (-15)
2015: Steven Bowditch (-18)

Key Stats at TPC Craig Ranch

Let’s take a look at five key metrics for TPC Craig Ranch to determine which golfers boast top marks in each category over their last 24 rounds.

Strokes Gained: Approach

Strokes Gained: Approach remains the best measure of current form.

Hot iron play will be at a premium this week. Last year, Jason Day gained 6.4 strokes on approach, which was fourth in the field. In 2022, K.H. Lee was ninth in the field in Strokes Gained: Approach, gaining 5.2 strokes. In his 2021 victory, he was second in the field and gained 8.3 strokes on the field in the category.

Strokes Gaines: Approach Over Past 24 Rounds

Tom Hoge (+1.12)
Keith Mitchell (+1.02)
Henrik Norlander (+0.99)
Ryan Moore (+0.98)
Ben Martin (0.80)

Strokes Gained: Off the Tee

Fairways are wide at TPC Craig Ranch.

Distance will certainly be helpful, and there aren’t too many difficult holes on the course. Golfers who put themselves in position off of the tee this week should have a sizable advantage.

Strokes Gained: Off the Tee Over Past 24 Rounds

Peter Kuest (+0.93)
Kevin Daugherty (+0.91)
Alejandro Tosti (+0.83)
Keith Mitchell (+0.82)
Kevin Tway (+0.74)

Birdie or Better %

There aren’t many hazards on the course, and all of the par-5s should be reachable in two for the majority of the players in the field. I am anticipating a birdie fest, and this statistic should be helpful in finding the birdie-makers.

Birdie or Better % Over Past 24 Rounds:

Wesley Bryan (31%)
Kelly Kraft (26.2%)
Peter Kuest (25.9%)
Matti Schmid (25.7%
Jimmy Stanger (25.2%)

Strokes Gained: Putting (Bentgrass)

Many golfers on TOUR have some major putting surface variance in their statistics and prefer Bentgrass to other surfaces.

Bentgrass is common in Texas, and we often see golfers who play well in Texas continue to do so, finding a great feel around the greens.

Strokes Gained: Putting (Bentgrass) Over Past 24 Rounds:

Maverick McNealy (+0.92)
Aaron Baddeley (+0.87)
Callum Tarren (+0.86)
Harry Hall (+0.81)
Nick Hardy (+0.69)

Course History

This statistic will tell us which players have performed the best at TPC Craig Ranch over the past three seasons.

Course History Over Past 12 Rounds:

Jordan Spieth (+2.69)
K.H. Lee (+2.59)
Seamus Power (+1.84)
Ryan Palmer (+1.76)
Adam Scott (+1.72)

CJ CUP Byron Nelson Model Rankings

Below, I’ve compiled overall model rankings using a combination of the five key statistical categories previously discussed — SG: Approach (27%), SG: OTT (24%), Birdie or Better % (18%), Course History (17%) and SG: Putting Bentgrass (16%).

Alex Noren
Adam Scott
Keith Mitchell
Si Woo Kim
Stephen Jaeger
Jordan Spieth
Jhonnatan Vegas
Nate Lashley
Brice Garnett
Tom Hoge

2024 CJ CUP Byron Nelson Picks

Byeong Hun An +3000 (DraftKings)

Byeong Hun put together an excellent performance at The Masters, finishing T16, which ties his best ever finish at a major championship (also T16 at 2019 U.S. Open). The South Korean gained 9.16 strokes from tee to green, which ranked 2nd in the field behind only the champion, Scottie Scheffler.

An’s next start at Harbour Town didn’t go as well (67th), but he still had a fantastic ball striking week. The 32-year-old bled strokes both around and on the greens, which was his eventual undoing. In his past three starts, An has gained significant strokes on the field both off the tee and on approach.

Benny had a strong start at last year’s Byron Nelson, finishing in a tie for 14th. With limited challenges on the course, he shouldn’t have to do much scrambling. In his past 24 rounds, he ranks 17th in the field in Strokes Gained: Off the Tee and 17th in the field in birdie or better percentage. The putter is up and down per usual, but his ceiling putting weeks with his LAB Golf putter in 2024 are higher than they’ve been in past seasons.

An is starting to become my “white whale” of the PGA Tour, but I believe in his talent and TPC Craig Ranch is a course that should suit his excellent tee to green play.

Mackenzie Hughes +5500 (FanDuel)

Mackenzie Hughes is quietly putting together a very good season. He finished in a tie for 3rd at the Valspar Championship and followed that up with a T14 at the Texas Children’s Houston Open.

In his past 36 rounds in Texas, the Canadian ranks 5th in the field in Strokes Gained: Total. Last year, he finished in a tie for 14th at this event and gained strokes putting and off the tee. Mackenzie played well that week despite being in extremely poor form. He missed two cuts in a row prior to the event, and four consecutive cuts immediately after. His irons were off that week, but in 2024, we’ve seen an improvement in Hughes’ approach game. He now comes to the event playing some steady golf. He’s gained strokes on approach in four of his past five events and is hitting the ball very well from tee to green.

Hughes has two victories on the PGA Tour, both coming in relatively low-scoring affairs (-17 in each). He will need to go a bit deeper to win the CJ Cup Byron Nelson but has the type of putter that can keep pace in a birdie barrage.

Seamus Power +7000 (FanDuel)

After struggling over the past few seasons with injuries, Seamus Power seems as if he is rounding back into the form that made him a really consistent player on the PGA Tour.

Power finished T12 in his most recent start at the RBC Heritage, which is encouraging considering it was a “signature event” with a very strong field. For the week, the Irishman gained 4.4 strokes on approach and 2.8 strokes putting, which is the combination he’s used in the past to contend on Tour.

In his three trips to TPC Craig Ranch, Power is yet to finish outside of the top-20, with his best finish being a T9 in 2019. He ranks 4th in Strokes Gained: Total at the course. The 37-year-old thrives on easy tracks and has won in 2021 (Barbasol Championship) and 2022 (Butterfield Bermuda) on easier layouts with weaker fields.

Power has the game to go extremely low and I believe he can get back in the winner’s circle for the third time in four years.

Chan Kim +10000 (FanDuel)

Chan Kim has been striking the ball beautifully this season and is a proven winner with two wins on the Korn Ferry Tour in 2023 as well as eight career Japan Tour wins.

At last week’s Zurich Classic, Kim and his partner Doug Ghim finished in a tie for 28th. Prior to that, the South Korean T14 at the Valero Texas Open and T6 at the Corales Puntacana Championship. His success this season in Texas as well as he propensity to play his best golf on the PGA Tour’s easier courses make him and ideal fit for TPC Craig Ranch.

2024 has given plenty of longshot winners on the PGA Tour, and with a birdie fest like this, I believe there’s a strong chance we get another this week in McKinney, Texas.

Alejandro Tosti +10000 (FanDuel)

Alejandro Tosti is one of the most polarizing players on the PGA Tour thus far in the 2024 season. His antics can rub many the wrong way, but he’s shown on a few occasions that he has what it takes to compete in Tour events.

This season, Tosti has been elite off the tee. In his past 24 rounds, he ranks 2nd in Strokes Gained: Off the Tee. The Argentine hits it long and straight, which works at any course on earth. He got a taste of contention a few starts ago at the Texas Children’s Houston Open, finishing in a tie for 2nd place.

Tosti had a fantastic year in 2023 on the Korn Ferry Tour, where going low is a prerequisite to success. If this turns to a shootout, which it likely will, the 27-year-old has the ability to set the pace. Tosti will look to become the second Argentine to win in Texas in the past two seasons after Emiliano Grillo emerged victorious at last year’s Charles Schwab Challenge.

C.T. Pan +15000 (FanDuel)

Outside of a T3 at the Mexico Open, C.T. Pan doesn’t have strong results this season in terms of finishes. However, over his past two starts, Pan’s iron play has come alive. At The Players, he gained 6.6 strokes on approach. At the Valero Texas Open, he gained 3.7. At last week’s Zurich Classic, Pan and his partner Kevin Yu finished T28. For a player who can get extremely hot with his scoring clubs, I believe he’s playing better than the results have shown over the past month or so.

Last season, Pan finished 4th at TPC Craig Ranch and was spectacular across all the major stat categories. In his past 36 qualifying rounds, he ranks 16th in Strokes Gained: Total in Texas.

Pan has won on the PGA Tour at the RBC Heritage and is always a player that I believe has what it takes to win on a Sunday if he finds himself in contention.

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