Connect with us

Opinion & Analysis

A 2015 conversation with Dean Snell

Published

on

In 2015, Dean Snell answered nine questions for our Ronald Montesano, for publication on his site, BuffaloGolfer.Com. As we all know, Snell Golf is still around and succeeding.

Have a bit of time travel with us, as we go back five years and read what Dean Snell had to say.

Dean Snell lists positions with Titleist and TaylorMade golf ball divisions over his 25 years of involvement with the development of golf balls. In 2015, Snell founded Snell Golf, selling golf balls directly to the consumer. He agreed to answer our interview questions, so have a read.

1. Give us an idea of how Dean Snell found golf and how it became the focal point of his professional life.

I actually did not like golf at all growing up.. I was a hockey player my whole life. My first golf experience was when i was playing hockey out in Hershey PA, my dad came out to see me play, and we had a day off, so he wanted to play golf. I rented clubs.. he was a very good player. The first hole I shot my ball so far right, never found it.. he made par.. Second hole I was again way right, in the woods.. when I heard a huge commotion in the fairway.. my dad was also a big boy, and took no crap from anyone… well these two guys were in his face, so I ran across fairway, clothes-lined one guy and we beat the crap out of these two guys on the second fairway. needless to say they threw us off the course.

I asked my dad what happened on the ride home… evidently he was waiting for me in the woods, and the guys behind us hit their ball and it rolled into him.. so he grabbed a 3 wood and fired it back at them… then they came down and it was GAME ON… so i thought maybe golf can be a fun thing after all.. haha..

I was actually working at BF Goodrich Aerospace and Defense in 1990 designing composite parts for F16 and blackwhawk helicopters when I answered an ad for a quality engineer at Titleist… which happened to be in my hometown of Acushnet MA… they sent my resume over to R&D because of the engineering degree and background I had… two weeks later they offered me a job and I started my career in golf.. i didn’t even have a set of clubs…So I got some clubs, started playing and have been hooked on golf since… which makes it easier cause my hockey days are not over…I started working on designing the engineering process to make cast urethane golf balls, and introduced the first cast urethane ball in Titleist Professional in 1994/95.

2. What were the most important lessons you learned while at Acushnet and TaylorMade?

I love both companies… Both extremely professional and very technical… While at Acushnet, I truly had to learn the game of golf.. engineering, performance, what was important, testing, EVERYTHING…. then i began to work with the tour players and developing a good understanding of what they would look for in a design. At TaylorMade it was a complete business start up… They had one ball patent, and didn’t even have a scale to weigh a ball.. so very interesting in building factories, processes, designs, development and complete business practices.. Again, worked very close with tour players and continued to understand what they need and how to make products they eventually would play and win at the highest level. Today, a lot of these players are still good friends and I keep in touch with.

3. Snell has two golf ball lines, the “My Tour Ball” and the “Get Sum.” What are the most important features of each ball?

MY TOUR BALL is a 3-pc CAST URETHANE covered ball..this cover technology has been around since 1994 and I believe nothing will ever replace it.. it is outstanding… allows very soft covers for soft feel, extremely durable urethane and we cast it very thin to allow outstanding short game spin and control…The core is very low compression and FAST in ball speed, which equates to lower driver spin rates and faster ball speeds, both of which make the ball very long off the tee… the mantle layer is designed to control the iron spin… it works with the core on longer irons to keep spin down and prevent ballooning, and then works with the soft urethane cover to create high short game spin and control…LONG, SOFT, ,DURABLE, and spin control… great combo.

GET SUM is made to have low compression, low spin core and thin soft ionomer cover to give very soft feel. This ball is lower in spin, launches a bit higher with all clubs.. great ball for higher handicaps, as the lower spin helps reduce hooks and slices and helps the ball fly straighter… also easier to get up in the air, which is sometimes a challenge…

4. How does a start-up golf ball company hope to compete with established companies, boasting decades of success at all levels of the game?

In all honesty I do not think we plan to compete with the big companies. This is an on line direct to consumer based business where we reduce a lot of expenses and pass the savings on to the consumers… The larger companies will still have the big stores, on course and off course retailers, and even they sell some on line… I am trying to bring the best technologies and processes and performance at a lower price to consumers to help them play more, and want to play more..The way we sell will not be measured in any market share numbers reported by the larger companies.

5. Snell golf has a members forum on its site, for supporters to ask questions, contribute comments and offer opinions. What is the value in dedicating a portion of the site to your customers?

I love education and think that golf is very tough and technical.. I have some good experience and stories over the last 25 years, and if I can find a place to share this info to consumers, I love to do that. anyone can log on and submit any technical questions they may have about golf balls and technology, and I will do my best to give my technical opinion and help them out…

6. Currently, Snell golf balls are available only through the company website. Why is this and will it continue into the future?

We are a small start up… the niche today is selling direct to consumers.. so no big marketing expenses, no big tour contracts, no sales reps, no mark ups… so the balls cost the same to make as other balls, but all the expenses we can save is passed on to the consumers…I have a lot of pro shops call and want to carry… will it ever been seen in pro shops, I am sure it will… but today we have a niche and are not set up to support this type of system. If any pro shop wanted to call and place an order for their club or members, we would certainly take the order and ship out the next day…I have a crawl, walk run philosophy in business… i think if you try to do too many things too fast, you fail. we have a had a lot of requests to have distributors overseas… great ideas, but just not ready to do this yet… LET IT DEVELOP is my favorite saying.

7. How will you measure success for Snell golf balls?

Our plans are realistic and we plan to start small and let it develop… learn and try to do things right. We have target goals to meet in a 3 year plan, and will work hard every day to meet these goals…

8. What aspects of golf ball development and production are most unknown/confusing to the consumer, and deserve clarification?

I think I have two…compression.. people think they have to play a low compression ball to “compress” the ball..not true at all every golfer compresses the ball.. compression is a designers tool that helps us understand spin rates and has a small factor in the overall feel of the ball.. so dont worry about compression.. most balls today have not ratings for a reason.. they are not important… Second is swing speed… in my opinion players should not choose a ball based on swing speed.. if a player picks a lower compression ball based on swing speed, that means he or she is playing a ball that has a lower spin rate… so think about it… you are picking a ball that “may” increase your ball speed by 0.5 mph with a driver.. lets say that did happen.. that means now your 230 yard drive just went 231 yards… so now you are a whopping one yard longer (maybe) and you have to play the rest of the hole with a ball that is made to have no spin or low spin… and where do you need spin the most? around the green…you should play a ball that fits your game around the green.. test several models from inside 70 yards.. chips,… putts, etc.. then dont worry about driver.. they all go about the same distance today… but you score around the green… choose the ball that fits your game where you play the most… not off the tee…

9. What questions haven’t we asked, that you wish we had? Ask them and answer them, please.

Is this a cheap tour ball?

No, I never use the word cheap.. people believe that if the tour ball is cheaper then it is not as good.. i only ask that you try it… I used the same technologies and materials that have been used in tour balls for over 20 years… proven on tour… the performance is there.. the cost is a savings for you to hope you play more…

Will there be any tour players in the ball?

At this point, we have had a few players contact us to play the ball.. unfortunately, as a small start up, we are not paying large tour contracts at this time, and are passing this savings on to you the consumers… I have designed or co designed golf balls for the best players in the world over the last 25 years at both Titliest and TaylorMade, and have a good understanding of golf ball performance, and what it takes to create this type for performance. Golf is my passion today, but hockey is still my favorite sport… even if I have never been successful to tie the two sports together like I had in my first golf experience with my dad.. haha..

We share your golf passion. You can follow GolfWRX on Twitter @GolfWRX, Facebook and Instagram.

1 Comment

1 Comment

  1. Rich Douglas

    Mar 29, 2020 at 1:44 am

    I’ve been playing Snell since the original MTB. I still play the MTB Black. It’s a great ball for about half the price of the ProV1. The only ball I think compares to the Snell is the Callaway Chrome Soft (not the X).

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

Published

on

On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

Continue Reading

Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

Published

on

With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

Continue Reading

Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

Published

on

For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

Continue Reading

Announcement

Our Privacy Policy and Terms of Use have been updated as of January 29th, 2026. Please review the updated policies here Privacy Policy | Terms of Use. By continuing to use our site after January 29th, 2026, you agree to the changes.

WITB

Facebook

Trending