Opinion & Analysis
Why aren’t more small golf companies making it big?
More and more in the golf industry, success is based on skills that are not required to make a birdie or par. The people who design today’s driver heads are in some cases, actual rocket scientists. A digital expert who has never been on a golf course is often more valuable to a company than a tour player. Yet when you look at the smaller companies that exist in the golf industry, and particularly in the golf equipment industry, you generally see companies that are heavy on golf passion and light on modern business expertise. It’s killing them.
Golf equipment, in particular, is now more driven by the big brands than it’s ever been, and this is totally the opposite of what’s happening in so many other industries. The food business is a wonderful example. I was in CVS last week and was surprised to see a “Keto” meal replacement shake being promoted on an end-cap. On the same end-cap was a vegan protein powder.
Five years ago, I had never heard of Keto. I knew very few vegans. Today, I know people on both diets. If you have an ability to surf the web, it’s been quite easy to take part in the food revolution that’s happening right now in the U.S. And one of the most interesting things about it is that it’s been almost entirely driven by small companies.
The big food business is hurting because it’s struggling to meet the evolving preferences of consumers. Smaller brands have been much more in touch with customers, and as a result, much more innovative with their products and marketing. There’s no disputing this. Many small food brands are crushing it.
And the same trend is happening in retail. Been to a Sears lately? Mine closed. When my wife wants to go to the mall, it’s only because of a product that was recommended by an Instagram influencer (think of Influencers as micro-brands). Usually, it’s something from Madewell. I digress.
Last month, I bought the most beautiful double-walled, glass coffee cups from Fellow, a premium coffee accessories brand that sells online. I had no way of knowing I could enjoy coffee cups this much. This little company knew what I wanted before I did. So like a lot of modern consumers, I took to Instagram to celebrate. I tagged the company. A few friends texted me to ask about them (many of my friends are very into coffee).
So how is it that people can buy the most wonderful products from small, innovative companies in nearly every space, but they struggle to do this in golf? Or is it just that they’ve never heard of all the great small golf companies. And if so, whose fault is this?
It’s true that with enough time the most serious golfers will eventually find out about the best small golf companies. But the problem isn’t that small companies can’t reach the most serious golfers. Many can. It’s that most small golf companies can’t reach anyone else.
Across the board, small golf companies are failing to embrace a strategy that would actually resonate with a sufficiently large audience. In most cases, this is because they’re trying to play the same game as the big boys. They’re obsessed with making products that they can say are “better.” That strategy can only work if you have a lot of money to spend.
When I worked with GolfWRX, one of my jobs was to speak with big and small golf companies and pen articles about their new products. And in most cases, the claims checked out. The smaller company’s clubs were sometimes 10 yards longer or 10 percent more forgiving, etc. as they said.
But I always had a feeling in these interviews and testing sessions that for certain companies, this extra performance wasn’t going to make a meaningful impact on sales. Not enough golfers were going to try it. Not enough golfers were going to talk about it. And the cycle would continue. I watched several of these companies run out of money only to blame “a slow down in the golf industry” for their failure.
What these companies were missing is that having an exceptional product is simply the cost of doing business. It’s not game-changing to make a product that’s as good or slightly better than the big boys. You won’t move the needle with products that are “just as good” but cost less. The only way small companies can make it big is to play a different game, and I believe it’s a better game.
Marketing works best when customers are willing participants in the process, and if you believe that, then the first step is obvious. A company has to find ways to make customers genuinely curious about its products or services. When customers feel this way, they’ll want to learn more. They’ll follow a company on social media. They’ll read a company’s website from cover to cover. They’ll often walk away liking a company so much that they can’t stop talking about it. Not just to their playing partners, but to their brother-in-law. Their friends at work. Their old college roommate. The guy sitting next to them on the plane.
We’ve all had these positive experiences with a brand or product at some point, and they’re magical. It’s exciting to share a great find, even if it’s something as trivial as a coffee cup.
What you’re seeing right now in other industries is small companies that are succeeding because they stand for excellence in a specialized way. To communicate their excellence, they’re not talking at their customers. Their communication feels like an invitation. It feels like the marketing campaign was designed with them in mind. And this strategy is even more effective when the product stands for an idea that’s bigger than golf, which isn’t as pie in the sky as it sounds.
For PXG, it’s status—and a bit of rebellion. For Titleist, it’s trust. And if these companies are doing their jobs well, these big-picture ideas are built into the product DNA—not attached ad hoc when it’s time to sell.
When companies create products that stand for something, it becomes so much easier for them to build authentic relationships with their customers. They suddenly have choices beyond beating their chest about their most recent accomplishment, which rarely works. Think about it this way; when your friends brag to you, you probably want to roll your eyes. When strangers do this to you, you quickly walk away. And when brands do this to you, you ignore them.
I believe that golfers want to change their buying habits in golf as they have in other industries. But they need more small companies to shake things up in a positive way. They’re waiting for the right message at the right time. And because that’s not happening, they can only hear the loudest voices in the room. And it’s a shame.
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19th Hole
Vincenzi’s LIV Golf Singapore betting preview: Course specialist ready to thrive once again
After another strong showing in Australia, LIV Golf will head to Sentosa Golf Club in Singapore looking to build off of what was undoubtedly their best event to date.
Sentosa Golf Club sits on the southern tip of Singapore and is one of the most beautiful courses in the world. The course is more than just incredible scenically; it was also rated 55th in Golf Digest’s top-100 courses in 2022-2023 and has been consistently regarded as one of the best courses in Asia. Prior to being part of the LIV rotation, the course hosted the Singapore Open every year since 2005.
Sentosa Golf Club is a par 71 measuring 7,406 yards. The course will require precise ball striking and some length off the tee. It’s possible to go low due to the pristine conditions, but there are also plenty of hazards and difficult spots on the course that can bring double bogey into play in a hurry. The Bermudagrass greens are perfectly manicured, and the course has spent millions on the sub-air system to keep the greens rolling fast. I spoke to Asian Tour player, Travis Smyth, who described the greens as “the best [he’s] ever played.”
Davis Love III, who competed in a Singapore Open in 2019, also gushed over the condition of the golf course.
“I love the greens. They are fabulous,” the 21-time PGA Tour winner said.
Love III also spoke about other aspects of the golf course.
“The greens are great; the fairways are perfect. It is a wonderful course, and it’s tricky off the tee.”
“It’s a long golf course, and you get some long iron shots. It takes somebody hitting it great to hit every green even though they are big.”
As Love III said, the course can be difficult off the tee due to the length of the course and the trouble looming around every corner. It will take a terrific ball striking week to win at Sentosa Golf Club.
In his pre-tournament press conference last season, Phil Mickelson echoed many of the same sentiments.
“To play Sentosa effectively, you’re going to have a lot of shots from 160 to 210, a lot of full 6-, 7-, 8-iron shots, and you need to hit those really well and you need to drive the ball well.”
Golfers who excel from tee to green and can dial in their longer irons will have a massive advantage this week.
Stat Leaders at LIV Golf Adelaide:
Fairways Hit
1.) Louis Oosthuizen
2.) Anirban Lahiri
3.) Jon Rahm
4.) Brendan Steele
5.) Cameron Tringale
Greens in Regulation
1.) Brooks Koepka
2.) Brendan Steele
3.) Dean Burmester
4.) Cameron Tringale
5.) Anirban Lahiri
Birdies Made
1.) Brendan Steele
2.) Dean Burmester
3.) Thomas Pieters
4.) Patrick Reed
5.) Carlos Ortiz
LIV Golf Individual Standings:
1.) Joaquin Niemann
2.) Jon Rahm
3.) Dean Burmester
4.) Louis Oosthuizen
5.) Abraham Ancer
LIV Golf Team Standings:
1.) Crushers
2.) Legion XIII
3.) Torque
4.) Stinger GC
5.) Ripper GC
LIV Golf Singapore Picks
Sergio Garcia +3000 (DraftKings)
Sergio Garcia is no stranger to Sentosa Golf Club. The Spaniard won the Singapore Open in 2018 by five strokes and lost in a playoff at LIV Singapore last year to scorching hot Talor Gooch. Looking at the course setup, it’s no surprise that a player like Sergio has played incredible golf here. He’s long off the tee and is one of the better long iron players in the world when he’s in form. Garcia is also statistically a much better putter on Bermudagrass than he is on other putting surfaces. He’s putt extremely well on Sentosa’s incredibly pure green complexes.
This season, Garcia has two runner-up finishes, both of them being playoff losses. Both El Camaleon and Doral are courses he’s had success at in his career. The Spaniard is a player who plays well at his tracks, and Sentosa is one of them. I believe Sergio will get himself in the mix this week. Hopefully the third time is a charm in Singapore.
Paul Casey +3300 (FanDuel)
Paul Casey is in the midst of one of his best seasons in the five years or so. The results recently have been up and down, but he’s shown that when he’s on a golf course that suits his game, he’s amongst the contenders.
This season, Casey has finishes of T5 (LIV Las Vegas), T2 (LIV Hong Kong), and a 6th at the Singapore Classic on the DP World Tour. At his best, the Englishman is one of the best long iron players in the world, which makes him a strong fit for Sentosa. Despite being in poor form last season, he was able to fire a Sunday 63, which shows he can low here at the course.
It’s been three years since Casey has won a tournament (Omega Dubai Desert Classic in 2021), but he’s been one of the top players on LIV this season and I think he can get it done at some point this season.
Mito Pereira +5000 (Bet365)
Since Mito Pereira’s unfortunate demise at the 2022 PGA Championship, he’s been extremely inconsistent. However, over the past few months, the Chilean has played well on the International Series as well as his most recent LIV start. Mito finished 8th at LIV Adelaide, which was his best LIV finish this season.
Last year, Pereira finished 5th at LIV Singapore, shooting fantastic rounds of 67-66-66. It makes sense why Mito would like Sentosa, as preeminent ball strikers tend to rise to the challenge of the golf course. He’s a great long iron player who is long and straight off the tee.
Mito has some experience playing in Asia and is one of the most talented players on LIV who’s yet to get in the winner’s circle. I have questions about whether or not he can come through once in contention, but if he gets there, I’m happy to roll the dice.
Andy Ogletree +15000 (DraftKings)
Andy Ogletree is a player I expected to have a strong 2024 but struggled early in his first full season on LIV. After failing to crack the top-25 in any LIV event this year, the former U.S. Amateur champion finally figured things out, finished in a tie for 3rd at LIV Adelaide.
Ogletree should be incredible comfortable playing in Singapore. He won the International Series Qatar last year and finished T3 at the International Series Singapore. The 26-year-old was arguably the best player on the Asian Tour in 2023 and has been fantastic in the continent over the past 18 months.
If Ogletree has indeed found form, he looks to be an amazing value at triple-digit odds.
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In Tampa, there is a golf course that boasts carts that do not work, a water range, and a group of players none of which have any chance to break 80. The course is overseen by a staff of crusty men who have succeeded at nothing in life but ending up at the worst-run course in America. However, this place is no failure. With several other local courses going out of business — and boasting outstanding greens — the place is booked full.
While I came for the great greens, I stayed to watch our resident instructor; a poor-tempered, method teacher who caters to the hopeless. At first, it was simply hilarious. However, after months of listening and watching, something clicked. I realized I had a front-row seat to the worst golf instructor in America.
Here are some of my key takeaways.
Method Teacher
It is widely accepted that there are three types of golf instructors: system teachers, non-system teachers, and method teachers. Method teachers prescribe the same antidote for each student based on a preamble which teachers can learn in a couple day certification.
Method teaching allows anyone to be certified. This process caters to the lowest caliber instructor, creating the illusion of competency. This empowers these underqualified instructors with the moniker of “certified” to prey on the innocent and uninformed.
The Cult of Stack and Jilt
The Stack and Tilt website proudly boasts, “A golfer swings his hands inward in the backswing as opposed to straight back to 1) create power, similar to a field goal kicker moving his leg in an arc and 2) to promote a swing that is in-to-out, which produces a draw (and eliminates a slice).”
Now, let me tell you something, there is this law of the universe which says “energy can either be created or destroyed,” so either these guys are defying physics or they have no idea what they are taking about. Further, the idea that the first move of the backswing determines impact is conjecture with a splash of utter fantasy.
These are the pontifications of a method — a set of prescriptions applied to everyone with the hope of some success through the placebo effect. It is one thing for a naive student to believe, for a golf instructor to drink and then dispel this Kool-Aid is malpractice.
Fooled by Randomness
In flipping a coin, or even a March Madness bet, there is a 50-50 chance of success. In golf, especially for new players, results are asymmetric. Simply put: Anything can happen. The problem is that when bad instructors work with high handicappers, each and every shot gets its own diagnosis and prescription. Soon the student is overwhelmed.
Now here’s the sinister thing: The overwhelming information is by design. In this case, the coach is not trying to make you better, they are trying to make you reliant on them for information. A quasi Stockholm syndrome of codependency.
Practice
One of the most important scientists of the 20th century was Ivan Pavlov. As you might recall, he found that animals, including humans, could be conditioned into biological responses. In golf, the idea of practice has made millions of hackers salivate that they are one lesson or practice session from “the secret.”
Sunk Cost
The idea for the worst golf instructor is to create control and dependency so that clients ignore the sunk cost of not getting better. Instead, they are held hostage by the idea that they are one lesson or tip away from unlocking their potential.
Cliches
Cliches have the effect of terminating thoughts. However, they are the weapon of choice for this instructor. Add some hyperbole and students actually get no information. As a result, these players couldn’t play golf. When they did, they had no real scheme. With no idea what they are doing, they would descend into a spiral of no idea what to do, bad results, lower confidence, and running back to the lesson tee from more cliches.
The fact is that poor instruction is about conditioning players to become reliant members of your cult. To take away autonomy. To use practice as a form of control. To sell more golf lessons not by making people better but through the guise that without the teacher, the student can never reach their full potential. All under the umbrella of being “certified” (in a 2-day course!) and a melee of cliches.
This of course is not just happening at my muni but is a systemic problem around the country and around the world, the consequences of which are giving people a great reason to stop playing golf. But hey, at least it’s selling a lot of golf balls…
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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.
TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.
Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.
However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.
Past Winners at TPC Louisiana
- 2023: Riley/Hardy (-30)
- 2022: Cantlay/Schauffele (-29)
- 2021: Leishman/Smith (-20)
- 2019: Palmer/Rahm (-26)
- 2018: Horschel/Piercy (-22)
- 2017: Blixt/Smith (-27)
2024 Zurich Classic of New Orleans Picks
Tom Hoge/Maverick McNealy +2500 (DraftKings)
Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.
This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.
McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.
Keith Mitchell/Joel Dahmen +4000 (DraftKings)
Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.
Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.
Taylor Moore/Matt NeSmith +6500 (DraftKings)
Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.
NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.
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19th Hole2 weeks agoJustin Thomas on the equipment choice of Scottie Scheffler that he thinks is ‘weird’
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19th Hole2 weeks ago‘Absolutely crazy’ – Major champ lays into Patrick Cantlay over his decision on final hole of RBC Heritage
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19th Hole3 weeks agoTwo star names reportedly blanked Jon Rahm all week at the Masters
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19th Hole3 weeks agoReport: LIV Golf identifies latest star name they hope to sign to breakaway tour
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19th Hole3 weeks agoNeal Shipley presser ends in awkward fashion after reporter claims Tiger handed him note on 8th fairway
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Lefthack
Jun 13, 2021 at 9:27 am
So far I’ve bought from Lazrus and Byrdie Golf Designs, both I think are top notch. I am on the list for a set of Lefty Haywood MB’s at the end of this year. I made a point to try and support smaller companies, especially ones who support the tiny lefty market.
Michael Duranko
Dec 8, 2019 at 12:25 pm
Thanks…Interesting comparison and always looking for new, smaller companies.
But dont the samller guys get bought up by the big companies, like in other industries?
Bob
Dec 6, 2019 at 2:12 pm
Arias with their zero offset irons is probably the best new small company around.
JOE
Dec 6, 2019 at 11:40 am
The problem is all the smaller companies actually charge more than most of the big names.
Steve
Dec 5, 2019 at 11:05 pm
I bought my Piretti putter (Potenza Elite) because I know the owners and wanted something different, and liked the look of the brand. It’s the best putter I’ve ever had by a mile. Golfers should set a goal to have at least one non-major companies club in their bag, just to support the industry if nothing else.
Joe
Dec 5, 2019 at 8:02 pm
Can you name a few companies? I don’t mean this in a negative way but which small companies are putting out exceptional products?
Joe
Dennis
Dec 6, 2019 at 1:08 am
Single Length is a good example, isn‘t it? Most people only know about Cobra One Length but there are so much more out there: Sterling, Pinhawk, etc
MJD
Dec 6, 2019 at 8:09 am
There are a few good ones:
National Custom Works
Byron Morgan Putters
Carbon Putters
Bombtech
Artisan Wedges
Barrett
Dec 6, 2019 at 1:58 pm
“Exceptional” is subjective, but I recently found Sub70 and ordered a set of their irons and absolutely love them. Also being able to talk on the phone with their CEO and get advice was great.
DukeOfChinoHills
Dec 5, 2019 at 7:02 pm
Zak, in your opinion should smaller brands use/sponsor “influencers” to accelerate their online presence and growth? Or can their product and “brand” speak for itself? On the flip side, don’t you think golfer can see through the overt plugs influencers post?
Zak Kozuchowski
Dec 5, 2019 at 7:28 pm
Duke,
Thanks for your question. It’s a good one. A metaphor that comes to mind is building a house. If it’s to stand the test of time, it has to have a good foundation. And that means having a solid brand.
If the product is bad, it’s like building a house on quicksand. It doesn’t matter how good the branding is. The house will fall.
Let’s say the product is solid, but the foundation of the brand isn’t strong. If a lot money is spent on advertising (or influencers) too soon, it’s going to be hard for the brand to stand up to the growth. Somewhere cracks are going to form. Sometimes they’re manageable, and sometimes they’re not.
For our brands, we’re on the lookout for advertising partners and influencers who have organic interest in our clients — something about the brand or product suits their preferences or inspires them in some way. To us, those are the best partnerships — and usually the most successful ones. They don’t feel like plugs; they feel like relationships.
Desmond Grier
Dec 5, 2019 at 3:47 pm
Let’s not forget the impact of the golf rules on the small companies. The change in the groove rule required complete redesign of the casting or machining of iron faces. One small company I dealt was looking at millions in new costs. They made a quality iron but had to shut their doors. The groove rule gave the big companies (that change their lines every year for better or for worse, anyhow) a huge leg up on the small ones (and frankly, didn’t change the “smash and gouge” style of the top players a bit).
mattbear04
Dec 5, 2019 at 2:27 pm
Not a good comparison. The pie that the big food brands controlled is so large that there is room for disruption with smaller companies making their way. Plus society has shifted and is more focused than ever on food and nutrition, so the industry is in a growth phase again.
The golf industry as a whole is in a contraction/consolidation phase. Tough environment for a start-up. Has to be a home run or not going to last.
Ronald Montesano
Dec 5, 2019 at 2:23 pm
Keto is a diet; vegan/vegetarian is a life decision. Both focus on health, which matters way more to those who opt in than golf clubs or coffee cups.
Are there more than two types of consumers? The first would be the impulse/curious group; the second would be the loyalists. You need the first to establish the second.
When Nike dropped out of the hard-goods game, that opened up 10% of the market for smaller companies. Many of them have succeeded, knowing that 1% or 2% is enough to make a fine living. They don’t wish to supplant Titleist.
Brooks Koepka plays Mizuno. I bought Mizuno irons this fall from my local, independent golf dealer. Did Koepka influence me? A bit. My previous experience with them, moved me away from the Ping irons whose grooves had worn out. I have a friend who purchased Sub70 irons this fall, a complete, online sale. He fits the impulse/curious buyer attribute, while I was more of a returned loyalist.
I have more thoughts on this matter. Look forward to sharing them.
Prime21
Dec 5, 2019 at 6:02 pm
who asked this dude?
A. Commoner
Dec 7, 2019 at 7:54 pm
If of similar vein and fiber, please keep your “more thoughts” secret.
K
Dec 5, 2019 at 10:33 am
Good article.
There are lots of things a couple of the smaller brands could do to get more traction. But my family has to eat too i and charge for info like that.
You did a great job highlighting the fact that most of these smaller companies know TONS about golf yet know little or nothing about actual business. The fact a few of them are still around should be a sign for the bigger brands to stay on their toes if they dont want to lose market share. Might not be long until another Bob Parsons/PXG shows up and does more damage to their bottom line. It honestly wouldnt be very difficult to take some of Callaways “loyal” followers, eventually taking their spot. I believe they are stagnant and the weakest of the bigger brands. If they dont change a few things soon i would honestly be surprised if someone doesnt take their position in the next 5 or 10 years becoming the next Radio Shack…
From day 1 Apple hasnt always made the best products (certainly not the cheapest) in their market but they were always one of the best selling. Well least when Jobs was around, now its questionable. That has to tell you something….
I could go on and on for days about this boring whoever is reading this far but im not getting paid for this so its time to get back to work.
Say what?
Dec 5, 2019 at 6:06 pm
you could go on and yet nobody would pay attention. Hopefully your real work is better than your commentary.