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.
The 19th Hole Episode 170: Grassroots golf and Darius Rucker
Host Michael Williams talks about the benefits of grassroots golf programs in growing the game. Also features a reboot of his exclusive interview with Hootie and the Blowfish.
The Wedge Guy: Have a ‘Plan B’
One of the things that I think is very interesting and fun about this game is that there are a number of ways to play every hole you encounter. And sometimes a hole offers “better” ways to play it than you might think. Let me explain with a couple of experiences from my own golf life.
ONE. In my thirties and forties, I played at a club outside of San Antonio – Fair Oaks Ranch. The 18th hole was a tough par 4 with a very small landing area and a gaping bunker at about 175 out. The skinny fairway left of that bunker wasn’t more than 15 yards wide, and there was a little mott of trees on the green side of the bunker that you would have to carry with your mid-iron bunker approach. Tough, to say the least.
That hole drove most of us nuts, and double bogeys were more common than birdies, for sure. Par was always a great score and bogey wasn’t “bad” at all.
So, one day it hit me that if I hit 4-wood off the tee, I would have an elevated fairway look at the green from about 200-210, giving me another soft 4-wood or 3-iron to the green, and the fairway was about 40 yards wide back there. Being a good long club player, I began to play the hole that way. Doubles disappeared entirely, pars became the norm and I even made the occasional birdie. Hmm.
TWO. At my recent club, the ninth hole just didn’t fit my eye or my game. I play a fade off the tee most of the time and turning over a draw was just not reliable for me at the time. That ninth is a dogleg left, with a bunker on the right side of the fairway that runs from about 160-125 from the green, right where the prime driving area is. What makes this hole so tough for me is that the prevailing wind is left to right, and trees just 60-100 yards off the tee keep me from starting the ball out left and letting it ride the breeze. This is another one where birdies are rare for me there, and bogies and doubles way too frequent. So, it dawned on me one day, finally, that I could hit 4-wood right at that bunker and not get to it, leaving me a 5- or 6-iron into the green, rather than the short iron the rare proper drive would leave me. So, that became my new strategy on that hole. I’m a good mid-iron player, so I’m fine with that, and that damn fairway bunker never caught me again.
THREE. My new club puts a premium on accurate wedge play. Most of the shorter holes have the smallest greens I’ve ever seen, so distance control with your wedge approaches is critical. And I find that reasonably full-swing wedges are easier to control distance than those awkward 60- to 80-yard partial swings. So, I’ve learned to put a premium on club selection off the tee on those holes to leave my approach shots in the 85-115 range, so that I can “dial in” my approach shotmaking.
My point in all this is that sometimes a hole gets under your skin or just doesn’t set up well for your game. When that happens, design yourself a Plan ‘B,’ and change the way you play it, at least for a while. Quite often you will find a solution to a problem and your scores and attitude will improve.
Club Junkie: Mizuno T-22 wedge and Cuater Moneymaker shoes review!
Mizuno’s new T-22 wedges are forged from the same 1025 carbon steel with boron as the irons, giving them an extremely soft feel. Very versatile, the sole grinds allow for hitting any shot your heart desires.
The Cuater Moneymaker shoes might be some of the most comfortable I have worn in years. Tons of cushioning, exceptional traction all over the course, and they are even waterproof!
Patrick Reed’s Twitter suggests that he’s fuming with Stricker’s Ryder Cup snub
Taking the backyard putting green plunge
4-wood vs 7-wood vs hybrid – GolfWRXers discuss
The Wedge Guy: More on learning – the grip
Jessica Korda calls out social media ‘hate’ as rise in online abuse continues
Justin Rose’s caddie calls into question U.S. player’s graciousness at Solheim Cup
Clement: This wrist position can add 30 yards to your drive
Steve Stricker shares positive news from Tiger Woods’ rehab
Spider-Man’s driver off the deck nearly lands him a spot on the European Ryder Cup team
Patrick Cantlay’s winning WITB: 2021 Tour Championship
WITB Time Machine: Justin Thomas’ winning WITB 2017 CJ Cup
Driver: Titleist 917D2 (9.5 degrees) Shaft: Mitsubishi Diamana BF 60TX (tipped 1.5 inches) 3 Wood: Titleist 917F2 (15 degrees) Shaft: Mitsubishi Tensei CK...
Adam Scott WITB 2021 (October, new irons)
Adam Scott’s what’s in the bag accurate as of the CJ Cup . Driver: Titleist TSi4 (9 degrees, A2 SureFit...
Danny Willett WITB 2021 (October)
Danny Willett what’s in the bag accurate as of the Shriners Open. Driver: Callaway Rogue (9 degrees) Shaft: Mitsubishi Kai’li...
Sungjae Im’s winning WITB: 2021 Shriners Open
Driver: Titleist TSi2 (8 degrees) Shaft: Graphite Design Tour AD DI 7 X (45.25 inches) 3-wood: Titleist TS3 (13.5) (B1...
19th Hole1 week ago
Bryson reveals the cut-off point on money list where players make an annual loss on Tour
19th Hole6 days ago
Tiger Woods photographed back on golf course with son Charlie
19th Hole4 days ago
Bryson DeChambeau shares why dimples are the key to sinking more short putts
19th Hole2 weeks ago
‘Patrick Cantlay p****d me off’ – European Ryder Cup rookie hits out at U.S. star
19th Hole2 weeks ago
The ruthless message Tiger Woods sent to inspire the U.S team at Ryder Cup
19th Hole2 days ago
High school sophomore records a historic 57 in conference championship
19th Hole1 week ago
Why Harris English’s putter grip led to strange ruling at Ryder Cup
Podcasts2 weeks ago
The 19th Hole Episode 168: Long Drive Champ Maurice Allen discusses Bryson