Tom Wishon served as Vice President of GolfWorks from 1980 to 1986. From 1986 to 1993, he was president of Dynacraft Golf Products, and from 1993 to 2002 he was Vice President and Chief Technical Officer for Golfsmith International. Wishon started his own company, Tom Wishon Golf Technology, in 2003.
I read with great interest the article by Kevin Crook, The Focus on Equipment has Hurt Golf, in which he basically said it’s almost a waste of time to go buy new golf clubs because you have no way of knowing if what you buy is going to help or harm your ability to play the game.
The main thing I took away from Kevin’s article is that he is yet one more confused and frustrated victim of the longtime business model of the golf equipment industry. If anything from the golf equipment industry has harmed golf, it is the way that golf clubs are being sold to golfers in a market that is fiercely competitive for sales.
Many golf club companies exist to sell their clubs to millions of golfers through thousands of retail golf outlets and websites. The top-5 golf equipment manufacturers now control about 80 percent of the premium golf equipment market with combined annual revenues north of $3 billion. Four out of five of these companies are publicly traded, each with the accompanying pressures from shareholders and financial institutions to grow in revenue, profits and stock price.
The only way large golf companies can sell the volume of clubs they must to meet forecasts and satisfy shareholders and executives is to pre-build their clubs to a series of standard specifications so they can be shipped to the thousands of retailers to be put on display and sold off the rack. Demand is driven by massive marketing campaigns that promise improvement and an increase in status upon buying the clubs. Credibility is established by paying professional golfers to play their equipment.
After three decades of such fierce competition, the golf equipment industry has become a commodity business. Most retailers are selling the same exact products, so consumers hunt for the best price. Retailers have to discount to get the sale, which results in them making less profit. Making less profit means they do not have the money to hire and retain quality sales people. And retailers can’t afford to allow the sales staff to take more than a few minutes to make each sale, because making money requires that they sell a high volume of products.
This is precisely what Kevin has encountered in his frustration with trying to do nothing more than to find the best golf equipment with which to play and enjoy this great game. He’s frustrated because he believes that whoever sells him his clubs should really know what they are doing. Unfortunately, the shortcomings in the current golf equipment business model means the people selling him his clubs do not know much more about golf clubs than he does, and may actually know less.
Launch monitors are placed in golf retail outlets to give golfers the impression they are being properly fit for their clubs. Yet little to no training exists to teach sales people how to properly turn the outputs of the launch monitors into the best prescription for clubs for the golfer. Retailers also have inventory to worry about, so it is very common for them to pay a “spiff” to their sales staff to get them to make more of an effort to sell what they need to get rid of.
Add to that the effects of the fierce competition among the golf equipment companies. At the wholesale level, it has resulted in drivers and woods that are far too long for the vast majority of golfers to ever hit consistently, which may or may not actually have the loft that is imprinted on the head.
Lofts in irons have been decreasing as well, as a way of impressing golfers with more distance in their short irons. But this comes at the expense of golfer’s not being able to hit their mid and long irons as well.
Shafts are a problem, too. Average golfers have no idea how stiff the shafts they purchase actually are because of poor quality control and a lack of industry standards. Add it all up, and it’s no wonder that golfers like Kevin Cook are confused and often end up with the wrong equipment.
In truth, the best solution for golfers is to return to the original business model for golf equipment sales prior to the early 1900s, back when the only place a golfer could buy a set of golf clubs was to go see a clubmaker. Back then, golfers visited the clubmaker’s shop, where the clubs were built one club at a time, one set at a time, for one golfer at a time.
It’s critical to be honest and tell you that some of today’s clubmakers do not have the fitting knowledge to be able to properly match a golfer with clubs that allow him or her to play to the best of their ability. Just because someone can build and repair golf clubs does not mean they know how to analyze a golfer and choose the best fitting specs to match to the golfer’s size, strength, athletic ability and swing characteristics.
So golfers who decide to visit a clubmaker to end their equipment frustration MUST DO THEIR HOMEWORK to be sure the clubmaker they choose is a good, experienced and knowledgeable. Such clubmaker/clubfitters do exist and they are without question the very best sources for golf equipment and knowledge. They can truly help a golfer improve and play to the best of the golfer’s ability.
The best way to find a good clubmaker is from the following resources:
The AGCP (Association of Golf Clubfitting Professionals): http://www.agcpgolf.com/locator/
The ICG (International Clubmakers’ Guild): http://www.clubmakersguild.com/index.php/membership-directory/guild-google-map
If you find a clubmaker from any of these sources, call him/her, visit, and ask how he/she conducts a fitting analysis. Ask for names of other golfers in the area he/she has fit. Call these golfers and ask them about their fitting experience.
Do NOT just blindly go see a clubmaker who you have not vetted. The good clubmakers will never mind golfers doing an investigation, because they are confident of their skills and experience.
Do this for your next equipment purchase and you will avoid Kevin Cook’s frustration with modern golf equipment. If you do, you will end up with golf clubs that are far better for your game than what you can buy within the golf industry’s current business model.
Tom Wishon is a contributing writer for GolfWRX.com. is His views do not necessarily represent the views of GolfWRX.
Best irons of 2021 Part 1 on GolfWRX Radio
What are the best irons of 2021? GolfWRX Staffers Brian Knudson and Ryan Barath break down the 2021 Best Irons lists that were published this week.
The Wedge Guy: Playing your best
No matter what our experience, ability and handicap, all of us golfers have one thing in common–we want to play the best we can every time we tee it up. But unfortunately, that is not always the case. Having a bad day on the course is just part of the game, it seems, regardless of your skill level. But there are things we can do to make that happen less often, and other ways to get back on track when a round begins to go awry.
Let’s start with giving ourselves the best chance of a good round every time.
Setting up a good round
It all starts on your drive to the course, or even when you are getting dressed to go play. Think about good shots you’ve been hitting recently, and good swings you’ve made. Picture drives that were long and straight, iron shots that just hunted the flag, recovery shots that saved par and putts that dropped. I know it’s a cliché, but there really is no substitute for positive thoughts when it comes to golf.
When you get to the course, whether you change shoes in the parking lot or the locker room, S-L-O-W….D-O-W-N. Savor the fact that you have a round of golf in front of you —not work, not yard or house chores. It is time for F-U-N!
Give yourself a chance to perform your best golf right from the first tee
If it’s worth taking a few hours out of your day, it’s darn sure worth taking an extra 10-15 minutes to give yourself a chance. Stretch your legs and back/shoulder muscles that have shortened up from a few days or a week at the office and/or even a few hours of sleep. This is crucial to performing your best. Take a dozen or two back and forth horizontal swings with your sand wedge to get the blood flowing. These aren’t “practice swings” but more like baseball swings to further stretch out your shoulders and back and upper arms and get the feel of the club in your hands.
And for Pete’s sake, hit at least a dozen or so shots before you go to the first tee. At least a few chips and/or pitches and some putts. You have to get the feel of impact refreshed to have a chance.
Getting the derailed train back on track
We all are going to hit bad shots, no matter what kind of game you have, but what wrecks a round is when you get it going sideways for more than one hole. When that happens, the round can still be saved, but the key is to remove the stress caused by the bad shots or holes and build on something you can believe in. It is normal to find yourself tightening up as a result of a bad hole or two, so take an extra minute to “step outside”. Walk away from your group (since you are probably last to hit now anyway), and take some deep breaths. Get your tension down and get positive thoughts back into your head. Take some practice swings with those positive thoughts back in mind.
Here are what I find to be four keys to getting the train back on track
Reach for the 3-wood. If you have hit a couple of bad drives, drop back to the 3-wood, and get one in the fairway. It won’t be all that much shorter than your driver, and it will build some confidence. If the driver is the problem, in fact, bench it for the rest of the round.
Play to the “safe” side. If your iron shots are not sharp, play to the safe side of the greens and give yourself a chance to avoid the big number and put a par or two on the card. When you get your “mojo” back, you can fire at the flags again.
Play the fault. If you are blocking shots right, or a hook has raised its ugly head, play it! That is, if you can’t find the fault and fix it quickly. The range is the place to fix things, the course is for scoring. Unless you can find the fix quickly, just “dance with who brung you.”
Loosen up. A few bad shots will cause us to build body tension, and the first place that manifests is in our grip pressure. You cannot hold a golf club lightly enough, in my opinion–your body won’t let you. But you sure can get into a death grip quickly when the tension mounts. Run a mental check on your grip pressure and lighten up, particularly in the right thumb and forefingers. It will change things immediately.
So, there are my thoughts on playing your best. I’ll bet the readers have their own suggestions, too, so let’s all share our ideas, OK? This should be fun and informative for all of us.
And as always, if you have a topic you would like me to address in a future column, just shoot me an email to [email protected].
Club Junkie: Rapsodo MLM Personal Launch Monitor, Srixon XV balls, TaylorMade SIM2 Max 3-wood
I have been using a Rapsodo MLM for most of the year to track my practice and give me some numbers on my range sessions. The MLM is great for tracking your bag, distances, dispersion, and ball speed. Use it indoors into a net or on the range; the MLM has so many features. New Srixon XV golf balls are softer and more playable for the golfer who doesn’t need super low spin.
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