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Bridgestone Golf’s new CEO, Dan Murphy, on the future of the company, ball fitting, and Tiger Woods
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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Editor’s note: This is an excerpt from a piece our Andrew Tursky originally wrote for PGATour.com’s Equipment Report. Head over there for the full article.
…The Jailbird craze hasn’t really slowed down in 2024, either. According to Odyssey rep Joe Toulon, there are about 18-20 Jailbird putter users on the PGA TOUR.
Most recently, Akshay Bhatia won the 2024 Valero Texas Open using a broomstick-style Odyssey Jailbird 380 putter and Webb Simpson is switching into a replica of that putter at the 2024 Wells Fargo Championship.
Now, Fowler, who essentially started the whole Jailbird craze, is making a significant change to his putter setup.
Fowler, who has had a couple weeks off since the 2024 RBC Heritage, started experimenting with a new, custom-orange Jailbird 380 head that’s equipped with a standard 35-inch putter build, rather than his previous 38-inch counter-balanced setup.
According to Fowler, while he still likes the look and forgiveness of his Jailbird putter head, he’s looking to re-incorporate more feel into his hands during the putting stroke.
He told GolfWRX.com on Tuesday at the Wells Fargo Championship that the 38-inch counterbalanced setup “served its purpose” by helping him to neutralize his hands during the stroke, but now it’s time to try the standard-length putter with a standard-size SuperStroke Pistol Tour grip to help with his feel and speed control.
Although Fowler was also spotted testing standard-length mallets from L.A.B. Golf and Axis1 on Tuesday, he confirmed that the custom Odyssey Jailbird 380 is the putter he’ll use this week at the 2024 Wells Fargo Championship.
Head over to PGATour.com for the full article.
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Editor’s note: This is an excerpt from a piece our Andrew Tursky originally wrote for PGATour.com’s Equipment Report. Head over there for the full article.
So, with a couple of weeks off following his latest start at the 2024 RBC Heritage, Thomas sought to re-address his driver setup with the remote help of Titleist Tour fitting expert J.J. Van Wezenbeeck. About two weeks ago, Thomas and Van Wezenbeeck reviewed his recent driver stats, and discussed via phone call some possible driver and shaft combinations for him to try.
After receiving Van Wezenbeeck’s personalized shipment of product options while at home, Thomas found significant performance improvements with Titleist’s TSR2 head, equipped with Thomas’ familiar Mitsubishi Diamana ZF 60 TX shaft.
Compared to Thomas’ longtime TSR3 model, the TSR2 has a larger footprint and offers slightly higher spin and launch characteristics.
According to Van Wezenbeeck, Thomas has picked up about 2-3 mph of ball speed, to go along with 1.5 degrees higher launch and more predictable mishits.
“I’d say I’d been driving it fine, not driving it great, so I just wanted to, honestly, just test or try some stuff,” Thomas said on Tuesday in an interview with GolfWRX.com at Quail Hollow Club. “I had used that style of head a couple years ago (Thomas used a TSi2 driver around 2021); I know it’s supposed to have a little more spin. Obviously, yeah, I’d love to hit it further, but if I can get a little more spin and have my mishits be a little more consistent, I felt like obviously that’d be better for my driving…
“This (TSR2) has been great. I’ve really, really driven it well the week I’ve used it. Just hitting it more solid, I don’t know if it’s the look of it or what it is, but just a little bit more consistent with the spin numbers. Less knuckle-ball curves. It has been fast. Maybe just a little faster than what I was using. Maybe it could be something with the bigger head, maybe mentally it looks more forgiving.”
Head over to PGATour.com for the full article.
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The 2024 golf season is in full swing with the warm weather settling in and those long summer days right around the corner, but what if we told you that you should be thinking about golf this fall? While it may seem to be a ways away, now is the perfect time to start putting together your end-of-season fall golf trip.
Courses are in great shape, the weather is more enjoyable as temps cool off, and your golf game is in peak condition after playing all summer! The best part about fall golf trips is that there are some great deals to be found at golf destinations across the country! Additionally, you can get away to the Caribbean on an all-inclusive trip or travel across the pond for some links golf in the UK or Ireland before the end of their golf season in October.
If you are happy to stay stateside this fall, here are the best golf destinations you should book for your fall trip.
Myrtle Beach, SC
Commonly known as the “Golf Capital of the World”, this coastal destination is home to over 200 golf courses making it the ideal location for a golf trip! If you’re looking for golf and accommodation onsite, choose from a wide range of resorts including favorites like Barefoot and Legends. Alternatively, you could rent a house or stay by the beach and play top tracks like Caledonia, Grande Dunes, Pine Lakes, True Blue, TPC Myrtle Beach and many more! With a plethora of options, you will be able to customize your trip to stay within budget! Fall in South Carolina is a golfer’s paradise with minimal rain, sunny skies, and temperatures in the low 80s (dipping into the 70s in later fall with lower humidity), the perfect combination for a golf trip.
If you’ve never played golf in the desert, fall is the best time to do so and there is no better selection of desert layouts than Scottsdale. With a wide variety of golf resorts, courses, and attractions, it is easy to see why many professional golfers call this place home. Enjoy a golf and city trip with a stay close to the nightlife in Old Town and a tour of the local courses like Raven, McCormick Ranch, and Ocotillo. Head north of the city with a resort stay at The Westin Kierland or Hyatt Regency and play some Championship courses like TPC Scottsdale, Troon North, or Grayhawk. Or head out to the fabulous We-Ko-Pa Resort and Golf Club and indulge in the ultimate desert golf experience. The weather in Scottsdale will be very warm (mid to high 80s), with cloudless skies and green grass contrasting the desert landscape.
The golf mecca in the state of Florida, Orlando is a great golf destination any time of the year, but fall is really where it flourishes. Course conditions are impeccable, the weather is warm with fading humidity, and there are a multitude of off-course activities for the whole family. Stay & play at some of the best golf resorts like Reunion and Omni Championsgate or tick off a bucket list course when you visit Arnold Palmer’s Bay Hill. A few other reasons this destination is so popular is the wide variety of rental houses throughout the area, perfect for a large group and the quality courses to choose from including Waldorf Astoria, Celebration, Shingle Creek, and the three Disney courses! With easy accessibility through the MCO Airport, Orlando is a no-brainer for a fall golf trip.
PAIUTE GOLF RESORT – LAS VEGAS, NEVADA
A destination often overlooked when it comes to golf, Las Vegas in the fall is a wonderful treat! A stay on the iconic Las Vegas Strip gives you a wide range of 3 to 5-star hotel options within walking distance to the city’s biggest entertainment venues, casinos, restaurants, and more! For golf options, you will need to travel outside of the city (roughly 20 mins) to play some incredible desert layouts like Rio Secco, Revere, Cascata, and the trio of courses at Paiute Golf Resort. If you fancy a longer day trip, you can always take the hour-long drive up to Mesquite and play Wolf Creek and Conestoga for a pure desert golf experience.
Alabama – Robert Trent Jones Trail
If you’re a golf nerd (like me) and you’re looking for something a little different for your trip, look no further than the incredible RTJ Trail in Alabama. The Trail spans 11 different locations across the state with over 400 holes of golf all designed by legendary course designer Robert Trent Jones, Sr. The more popular courses on the trail are in Birmingham, Montgomery, and Auburn, making it perfect for an extended trip. Some of the best courses on the trail include Ross Bridge, Grand National (2 courses) and Capitol Hill (3 courses).Weather-wise, fall is the best time to hit the trail with average temps hovering around 80s (dipping into the 70s as fall goes on) with a limited amount of rainfall. The summer months are usually where the pricing is the highest so you can find the best deals in the fall with courses still in good condition.
There has already been a huge uptick in fall golf trip bookings, so make sure to start planning now to get the travel dates and tee times you want for your group!
Editor’s note: This article is presented in partnership with Golfbreaks. When you make a purchase through links in this article, GolfWRX may earn an affiliate commission.
RELATED: 7 PGA TOUR courses you need to play
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timmy
Jun 26, 2018 at 1:06 am
Golf balls are ‘expendables’ and that’s why it’s such a good product… duffers consistently come over the top and slice the ball into oblivion. Pull out another ball and try your luck again… along with Tiger, Bryson, Freddie, etc. ….. each of who get their cut of the sale.