There’s something about golfers that draws the attention of, for lack of a better word, snake-oil salesmen. Whether it’s an as-seen-on-TV ad for a driver that promises pure distance and also fixes your power slice, or the subscription boxes that supposedly send hundreds of dollars worth of apparel for a fraction of the price, there always seems to be something out there that looks too good to be true.
Discerning golfers, who I would argue are more cynical than anything, understand that you get what you pay for. To get the newest driver that also works for your game, it may take a $150 club fitting, then a $400 head, and a shaft that can run anywhere from $100 up to $300-$400. After the fitting and buying process, you’ve made close to a thousand dollar investment in one golf club, and unless you’re playing money games with friends who have some deep pockets, it’s tough to say what the return on that investment actually is. When it’s all said and done, you have less than a year before that driver is considered old news by the standard of most manufacturers’ release schedules.
What makes a driver ‘good’ to most amateur golfers who take their game seriously is a cross section of performance, price, and hubris. As for that last metric, I think most people would be lying if they say it doesn’t feel good having the latest and greatest club in the bag. Being the envy of your group is fun, even if it only lasts until you snap hook your first drive out of bounds.
As prices of general release equipment have increased to nearly double what it was retailing at only 10 years ago, the ability to play the newest equipment is starting to become out of the question for many amateur golfers.
Enter Tyler Mycoskie, an avid, single digit handicap golfer (and the brother of Tom’s shoes founder, Blake Mycoskie). Tyler’s experience with purchasing golf equipment and his understanding of uniquely successful business models collided, which led him to start the Dollar Driver Club. With a name and logo that is a tongue in cheek allusion to the company that has shaken up the men’s skincare industry, the company seeks to offer a new way of thinking about purchasing golf equipment without completely reinventing the wheel of the model that has seen success in industries such as car leasing and purchasing razors.
The company does exactly what its name says. They offer the newest, top of the line driver and shaft combinations for lease at a cost of about a dollar per day.
The economics of the model seem too good to be true. When you purchase a driver, you are charged $30 plus $11 for shipping and it’s $30 per month from then on. You can upgrade your driver at no extra cost each year and your driver is eligible for upgrade or swap after 90 days of being a member. After a year, the total cost comes to $371 with shipping, which sounds a lot nicer than the $500 that it would cost to purchase, as an example, a Titleist TS3 with a Project X Evenflow T1100 today.
The major complaint most people would have is that you still don’t own the driver after that year, but as someone with a closet full of old golf clubs that diminish in value every day, which I have no realistic plans to sell, that doesn’t sound like a problem to me or my wife, who asks me almost weekly when I plan on thinning out my collection.
The model sounds like an obvious win for customers to me, and quite frankly, if you’re skeptical, then it’s probably just simply not for you. I contacted the team at the Dollar Driver Club to get some questions answered. Primarily, I want to know, what’s the catch?
I spoke with a Kevin Kirakossian, a Division I golfer who graduated from the University of Texas-Pan American in 2013 and has spent virtually his entire young career working on the business side of golf, most recently with Nike Golf’s marketing team prior to joining Tyler at Dollar Driver Club. Here’s what he had to say about his company.
At risk to the detriment of our conversation, I have to find out first and foremost, what’s the catch?
K: There’s no catch. We’re all golfers and we want to offer a service that benefits all of our members. We got tired of the upfront cost of drivers. We’re trying to grow the game. Prior to us, there was no way to buy new golf clubs without paying full price. We take a lot of pride that players of all skill level, not just tour pros or people with the extra budget to drop that kind of money every year, can have access to the latest equipment.
With that question out of the way, I delved into the specifics of the brand and model, but I maintained a skeptical edge, keeping an ear out for anything that I could find that would seem too good to be true.
How closely do you keep an eye on manufacturers and their pricing? It would seem that your service is more enticing as prices increase in equipment.
K: The manufacturers are free to create their own pricing. We work closely with manufacturers and have a great relationship with them. As prices increase, it helps us, even if they decrease, I still think it’s a no-brainer to use our service, purely for the fact that new equipment comes out every year. You don’t have a high upfront cost. You’re not stuck with the same driver for a year. It gives you flexibility and freedom to play the newest driver. If a manufacturer wants to get into the same business, we have the advantage of offering all brands. We’re a premium subscription brand, so we’re willing to offer services that other retailers aren’t. We’ll do shaft swaps, we’ll send heads only, we have fast shipping and delivery times. We’re really a one-stop shop for all brands.
What measures do you take to offer the most up to date equipment?
K: We will always have the newest products on the actual launch date. We take pride in offering the equipment right away. A lot of times, our members will receive their clubs on release day. We order direct from the manufacturers and keep inventory. There’s no drop shipping. We prefer shipping ourselves and being able to add a personal package.
The service is uniquely personal. Their drivers come with a ball marker stamped with your initials as well as a stylish valuables pouch. They also provide a hand signed welcome letter and some stickers.
Who makes up the team at Dollar Driver Club?
K: We’re a small team. We started accepting members to our service in 2018 and it has grown exponentially. We have four or five guys here and it’s all hands on deck. We handle customer inquiries and sending drivers out. It’s a small business nature that we want to grow a lot bigger.
When discussing the company, you have to concede that the model doesn’t appeal to everyone, especially traditionalists. There are golfers who have absolutely no problem spending whatever retailers are charging for their newest wares. There are also golfers who have no problem playing equipment with grips that haven’t been changed in years, much less worrying about buying new equipment. I wanted to know exactly who they’re targeting.
Who is your target demographic?
K: We want all golfers. We want any golfer with any income, any skill level, to be able to play the newest equipment. We want to reshape the way people think about obtaining golf equipment. We’re starting with drivers, but we’re looking into expanding into putters, wedges, and other woods. We’ve heard manufacturers keep an eye on us. There are going to be people who just want to pay that upfront cost so they can own it, but those people may be looking at it on the surface and they don’t see the other benefits. We’re also a service that offers shaft swaps and easily send in your driver after 3 months if you don’t like it.
At this point, it didn’t seem like my quest to find any drawbacks to the service was going well. However, any good business identifies threats to their model and I was really only able to think of one. They do require a photo ID to start your account, but there’s no credit check required like you may see from other ‘buy now, pay later’ programs. That sounds ripe for schemers that we see all the time on websites like eBay and Craigslist.
When you’re sending out a $500 piece of equipment and only taking $41 up front, you’re assuming some risk. How much do you rely on the integrity of golfers who use your service to keep everything running smoothly?
K: We do rely on the integrity of the golf community. When we send out a driver, we believe it’s going into the hands of a golfer. By collecting the ID, we have measures on our end that we can use in the event that the driver goes missing or an account goes delinquent, but we’re always going to side with our members.
The conversation I had with Kevin really opened my eyes to the fact that Dollar Driver Club is exactly what the company says it is. They want to grow and become a staple means of obtaining golf equipment in the current and future market. Kevin was very transparent that the idea is simple, they’re just the ones actually executing it. He acknowledged the importance of social media and how they will harness the power of applications like Instagram to reach new audiences.
Kevin was also adamant that even if you prefer owning your own driver and don’t mind the upfront cost, the flexibility to customize your driver cheaply with a plethora of high-quality shafts is what really makes it worth trying out their service. If for whatever reason, you don’t like their service, you can cancel the subscription and return the driver after 90 days, which means that you can play the newest driver for three months at a cost of $90.
In my personal opinion, I think there’s a huge growth opportunity for a service like this. The idea of playing the newest equipment and being able to tinker with it pretty much at-will really speaks to me. If you’re willing to spend $15 a month on Netflix to re-watch The Office for the 12th time in a row or $35 a month for a Barkbox subscription for your dog, it may be worth doing something nice for your golf bag.
The Wedge Guy: What you CAN learn from tour pros
I have frequently noted how the game the PGA Tour players play is, in most ways, a whole different game than we “mere mortal” recreational golfers play. They hit their drivers miles it seems. Their short games are borderline miraculous. And they get to play from perfect bunkers and putt on perfect greens every single week. And it lets them beat most courses into submission with scores of 20-plus under par.
The rest of us do not have their strength, of course, nor do we have the time to develop short game skills even close to theirs. And our greens are not the perfect surfaces they enjoy, nor do we have caddies, green-reading books, etc. So, we battle mightily to shoot our best scores, whether that be in the 70s, 90s, or higher.
There is no question that most PGA Tour players are high-level athletes, who train daily for both body strength and flexibility, as well as the specific skills to make a golf ball do what they intend it to. But even with all that, it is amazing how bad they can hit it sometimes and how mediocre (for them) the majority of their shots really are — or at least they were this week.
Watching the Wells Fargo event this weekend, you could really see how their games are – relatively speaking – very much like ours on a week-to-week basis.
What really stood out for me as I watched some of this event was so few shots that were awe-inspiring and so many that were really terrible. Rory even put his win in jeopardy with a horrible drive on the 18th, but a very smart decision and a functional recovery saved him. (The advantage of being able to muscle an 8-iron 195 yards out of deep rough and a tough lie is not to be slighted).
Of course, every one of these guys knocks the flag down with approach shots occasionally, if not frequently, but on a longer and tougher golf course, relative mediocrity was good enough to win.
If we can set these guys’ power differences aside, I think we all can learn from watching and seeing that even these players hit “big uglies” with amazing frequency. And that the “meat” of their tee-to-green games is keeping it in play when they face the occasional really tough golf course like Quail Hollow. Do you realize less than 20 of the best players in the world beat par for those 72 holes?
It has long been said that golf is a game of misses, and the player who “misses best” is likely to be “in the hunt” more often than not, and will win his or her share. That old idiom is as true for those of us trying to break 100 or 90 or 80 as it is for the guys trying to win on the PGA Tour each week.
Our “big numbers” happen for the same reasons as theirs do – a simply terrible shot or two at the wrong time. But because we do not have anywhere near their short game and recovery skills, we just do not “get away with” our big misses as frequently as they do.
So, what can you take away from that observation? I suggest this.
Play within your own reliable strength profile and skill set. Play for your average or typical shot, not your very best, whether that is a drive, approach shot, or short game recovery. And don’t expect a great shot to follow a bad one.
If, no, when you hit the “big miss,” accept that this hole can get away from you and turn into a double or worse, regroup, and stop the bleeding, so you can go on to the next hole.
We can be pretty darn sure Rory McIlroy was not thinking bogey on the 18th tee but changed his objective on the hole once he saw the lie his poor drive had found. It only took a bogey to secure his win, so that became a very acceptable outcome.
There’s a lesson for all of us in that.
Ways to Win: Horses for Courses – Rory McIlroy rides the Rors to another Quail Hollow win
Tell me if you’ve heard this before: Rory McIlroy wins at Quail Hollow. The new father broke his winless streak at a familiar course on Mother’s Day. McIlroy has been pretty vocal about how he is able to feed off the crowd and plays his best golf with an audience. Last week provided a familiar setting in a venue he has won twice before and a strong crowd, giving McIlroy just what he needed to break through and win again. A phenomenal feat given that, not long ago, he seemed completely lost, chasing distance based on Bryson DeChambeau’s unorthodox-but-effective progress. McIlroy is typically a player who separates himself from the field as a premier driver of the golf ball, however this week it was his consistency across all areas that won the tournament.
Using the Strokes Gained Stacked view from V1 Game shows that Rory actually gained the most strokes for the week in putting. Not typically known as a phenomenal putter, something about those Quail Hollow greens speaks to McIlroy where he finished the week third in strokes gained: putting (red above). He also hit his irons fairly well, gaining more than 3.6 strokes for the week on a typical PGA Tour field. Probably the most surprising category for McIlroy was actually driving, where he gained just 1.3 strokes for the week and finished 18th in the field. While McIlroy is typically more accurate with the driver, in this case, he sprayed the ball. Strokes gained: driving takes into account distance, accuracy, and the lie into which you hit the ball. McIlroy’s driving distance was still elite, finishing second in the field and averaging more than 325 yards as measured . However, when he missed, he missed in bad spots. McIlroy drove into recovery situations multiple times, causing lay-ups and punch-outs. He also drove into several bunkers causing difficult mid-range bunker shots. So, while driving distance is a quick way to add strokes gained, you have to avoid poor lies to take advantage and, unfortunately, McIlroy hurt himself there. This was particularly apparent on the 72nd hole where he pull-hooked a 3-wood into the hazard and almost cost himself the tournament.
It’s rare that a player wins a tour event without a truly standout category, but McIlroy won this week by being proficient in each category with a consistent performance. From a strokes gained perspective, he leaned on his putting, but even then, he had four three-putts on the week and left some room for improvement. He gained strokes from most distances but struggled on the long ones and from 16-20 feet. Overall, we saw good progress for McIlroy to putt as well as he did on the week.
McIlroy also had a good week with his irons, routinely giving himself opportunities to convert birdies where he tied for seventh-most in the field. When he did miss with his irons, he tended to miss short from most distances. His proximity to the hole was quite good, averaging below 30 feet from most distance buckets. That is surely a recipe to win.
When you add it all up, McIlroy showed little weakness last week. He was proficient in each category and relied on solid decision-making and routine pars while others made mistakes on the weekend. Sometimes, there is no need to be flashy, even for the best in the world. It was good to see McIlroy rejoin the winner’s circle and hopefully pull himself out from what has been a bit of a slump. Golf is better when McIlroy is winning.
If you want to build a consistent game like Rors, V1 Game can help you understand your weaknesses and get started on a journey to better golf. Download in the app store for free today.
Club Junkie: Fujikura MC Putter shaft review and cheap Amazon grips!
Fujikura’s new MC Putter shafts are PACKED with technology that you wouldn’t expect in a putter shaft. Graphite, metal, and rubber are fused together for an extremely consistent and great feeling putter shaft. Three models to fit any putter stroke out there!
Grips are in short supply right now, and there are some very cheap options on Amazon. I bought some with Prime delivery, and they aren’t as good as you would think.
Valero Texas Open Tour Truck Report: Stenson back in Diablo, Rickie’s limited-edition driver, latest AutoFlex-er
Jordan Spieth’s winning WITB 2021 Valero Texas Open
Dustin Johnson unveils Champions Dinner menu (and it’s not sandwiches)
Abraham Ancer WITB 2021 (April)
The 23 players who can win the Masters
Most interesting photos from Tuesday at the 2021 Valero Texas Open – Part 2
Bryson leaves Vijay mesmerized in unmissable video from the Masters
Patty Tavatanakit’s winning WITB: 2021 ANA Inspiration
Dustin Johnson WITB 2021 Masters
Edel introduces moveable weight Swing Match wedges for 2021
Wyndham Clark WITB 2021 (May)
Driver: PXG 0811 X+ Proto (10.5 degrees) Shaft: Mitsubishi Diamana TB 60 X 3-wood: PXG 0341 X Gen4 Irons: PXG...
Jordan Spieth WITB 2021 (May)
Jordan Spieth what’s in the bag accurate as of the AT&T Byron Nelson. Driver: Titleist TSi3 (10 degrees) Shaft: Fujikura...
Jessica Korda gives a deep dive into her WITB
Jessica Korda has been having a fantastic 2021, which began with a win at the Diamond Resorts Tournament of Champions...
Bryson DeChambeau WITB 2021 (May)
Bryson DeChambeau’s WITB accurate as of the Wells Fargo Championship. After experimenting with a RadSpeed Prototype at the Masters, DeChambeau...
19th Hole1 week ago
Bryson DeChambeau flies home from Wells Fargo early…before realizing he made the cut
19th Hole3 weeks ago
Why Phil Mickelson paid off a group of golfers last weekend
Equipment3 days ago
Jordan Spieth puts 2021 Titleist Pro V1x in play
19th Hole3 weeks ago
Is this Korn Ferry Tour player longer than Bryson DeChambeau ?
19th Hole2 weeks ago
Bryson DeChambeau: ‘This is how I gained 30mph ball speed with an iron’
Equipment1 week ago
Wells Fargo Championship Tour Truck Report: Rory’s new (old) irons, Bryson’s proto 2-wood, Jason Day is SIK
Equipment2 weeks ago
Remembering the 2018 Wells Fargo and the Tiger Woods Phase 1 irons
Whats in the Bag2 weeks ago
Sam Burns’ winning WITB 2021 Valspar Championship