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Don’t call it a comeback: Graphite Design retains marquee presence on Tour

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To put it modestly, Graphite Design, maker of high-end aftermarket shafts, had a really good year.

The company famous for manufacturing the Tour AD-DI line of shafts retained its strong presence on the major professional tours during a company restructuring period that the media (including GolfWRX) openly criticized.

In November of 2012, Graphite Design consolidated its business operations in the U.S., granting exclusive distributorship rights to Pro’s Choice Golf Shafts headed up by Wayne Ageno, who at the time was the chief financial officer and a long time employee of Graphite Design. However, sources speaking on the condition of anonymity told GolfWRX that the company was removing its shaft representatives from the PGA Tour in 2013 and ending its current contracts in North America.

A little over a year later, it still isn’t clear if Graphite Design had a change of heart about what amounted to a thinly-veiled exit plan or if consolidation was the strategy all along. What we do know is that Graphite Design International, with headquarters in San Diego, was forced to close its doors, and some jobs were eliminated in the process. Pro’s Choice, comprised of only four employees at that time, began taking product orders out of San Diego almost immediately after.

“It wasn’t by any means a ‘vacate of North America’,” says Bill McPherson, vice president of sales at Pro’s Choice. “[Graphite Design] decided that reducing their footprint in the U.S., if you will, was a better idea than continuing on with Graphite Design International.”

Ageno said that the company didn’t lost “any real presence” or players on tour in 2013, either.

“We’ve been able to keep all the relationships with OEMs and aftermarket accounts,” he said.

Graphite Design shafts factored into 14 wins on the PGA Tour in 2013, with nine of these wins based on players gaming a Graphite Design shaft in their driver. Some of the most notable wins came in majors. Adam Scott took down Angel Cabrera in a playoff to win at The Masters using a Titlelist 913D3 driver (9.5 degrees) fitted with a Graphite Design Tour AD DI-8 shaft.

In May, Stacy Lewis made a notable change swapping out her Mizuno JPX-800 driver in favor of a TaylorMade R1 with a Tour AD shaft. It was a disappointing year by her standards, but she did win the Ricoh Women’s British Open, a pretty good consolation prize.

stacy-lewis-british-open

Graphite Design’s most impressive victory, however, occurred off the course, specifically via the financial markets. Over the past year, the Japanese shaft maker has been the darling of the Tokyo Stock Exchange.

At the time the company announced it’s intention to close Graphite Design International, the average shareholder price was 300 Yen. Since then the stock has risen dramatically, reaching a 52-week high of 900 Yen.

The company’s financial health correlates directly to their operating efficiency. Graphite Design’s Total Revenue and Gross Profit took substantial hits compared to the previous 12-month of period in 2012. But these losses were more than offset by a reduction in total operating expense (2,659.7 million Yen in 2013 down from 3,243.0) and an increase in net income (up 58.9 percent over 2012).

gdi-stock1

Similarly, the company’s debts and liabilities fell sharply in 2013, while total equity grew in equal measure. Given that the company tightened their belt and lowered their financial risk, it isn’t surprising that a consensus recommendation in a Reuters financial report urges investors to buy shares and expects the stock will outperform analyst predictions.

Although Pro’s Choice wouldn’t reveal specific details, they indicated that their sales numbers were inline with forecasts.

“We exceeded all of our expectations,” Ageno said. “I think Graphite Design Japan would tend to agree that Pro’s Choice is doing very well after the negative press came out.”

gdi-stock2

With the annual PGA Merchandise Show returning to Orlando in January, Pro’s Choice is once again focused on promoting their new product offerings.

The aforementioned Tour AD brand of shafts is being further expanded with the inclusion of the MT line. The new shafts will be available in 50, 60, 70 and 80-gram options. These shafts feature a stiffer mid section and slightly softer tip for mid-launch conditions with low to mid ball spin.

“The MT (Maximum Energy Transfer) is our flagship shaft for 2014,” says McPherson. “There’s similar technology in the MT to the DI, but it’s going to produce a little bit of a different ball flight. As far as what would compel someone to play it … it’s just a matter of what that player is looking for. If they’re making a head change and they want a shaft that brings a little bit more spin into the ball flight, the MT could be a shaft to consider.”

Graphite Design is also expanding their mid-price-point product, the G-Series line. The new G-Silver, designed for lower handicap players looking for a more penetrating ball flight, will be available in 60- and 70-gram models. Graphite Design is also introducing a 75-gram G-Hybrid model as well as three new models (73, 83, 93 grams) to their iron lineup.

With new products and operational stability in place in the U.S., Pro’s Choice has every reason to believe they’ll build on their success from last year.

“At their peak, there were about 300 employees at Graphite Design International,” says Ageno. “Pro’s Choice is doing mostly the same things but with a lot fewer employees.”

Translation – it’s business as usual for Pro’s Choice and Graphite Design.

Rusty Cage is a contributing writer for GolfWRX, one of the leading publications online for news, information and resources for the connected golfer. His articles have covered a broad spectrum of topics - equipment and apparel reviews, interviews with industry leaders, analysis of the pro game, and everything in between. Rusty's path into golf has been an unusual one. He took up the game in his late thirties, as suggested by his wife, who thought it might be a good way for her husband to grow closer to her father. The plan worked out a little too well. As his attraction to the game grew, so did his desire to take up writing again after what amounted to 15-year hiatus from sports journalism dating back to college. In spite of spending over a dozen years working in the technology sector as a backend programmer in New York City, Rusty saw an opportunity with GolfWRX and ran with it. A graduate from Boston University with a Bachelor's in journalism, Rusty's long term aspirations are to become one of the game's leading writers, rising to the standard set by modern-day legends like George Peper, Mark Frost and Dan Jenkins. GolfWRX Writer of the Month: August 2014 Fairway Executive Podcast Interview http://golfindustrytrainingassociation.com/17-rusty-cage-golf-writer (During this interview I discuss how golf industry professionals can leverage emerging technologies to connect with their audience.)

14 Comments

14 Comments

  1. Double C

    Mar 24, 2014 at 12:47 pm

    Does anyone know of if there is a GD modern replacement for Purple Ice, or anywhere I can find NOS?

  2. Milton

    Jan 25, 2014 at 4:57 am

    Im just glad I got one before all this stuff hit the fan!

  3. DanP

    Jan 19, 2014 at 8:21 am

    “Purple ice” was one of the most under rated fairway wood shafts ever.

  4. M

    Jan 19, 2014 at 2:28 am

    So it WAS shrink to consolidate? Obviously.

  5. Dan

    Jan 18, 2014 at 5:37 pm

    Still rocking a Pershing x 65. That will never come out of the bag.

  6. Sébastien D'Amour

    Jan 17, 2014 at 7:03 pm

    I love the feeling of the whip in the hitting area when I tested this shaft out but my dispersion was 2.5x bigger than with the Mitsubishi Diamana D+ 72 S. I have since ordered and got the Diamana shaft built for my SLDR. Loving the dispersion pattern of 7 yards with it 😛

  7. Billy

    Jan 17, 2014 at 2:45 pm

    GD shafts are one of the best out there, Love my AD DI.

    Anyone have reviews on the BB compared to the AD DI?

    • Dan

      Jan 17, 2014 at 3:56 pm

      What about A guy named tiger using a DI?

      • Matt

        Jan 17, 2014 at 4:25 pm

        I was about to say the same Dan

      • Scott

        Jan 17, 2014 at 6:47 pm

        Tige isnt using a GD shaft anymore. Mitsubishi Diamana is his current shaft of choice.

        • DB

          Jan 19, 2014 at 2:29 pm

          Yeah, Tiger ditched the AD-DI, and it seems like he’s hitting more fairways now.

          • andy

            Jan 19, 2014 at 3:10 pm

            it always amazes me the people our comment on tiger wood equipment and clearly no nothing about club fitting!

          • Matt

            Jan 20, 2014 at 4:39 pm

            I think we all know that, I think the point (at least my point) was to say Tiger was using the Tour ad di at one point

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Equipment

Odyssey extends Damascus Milled lineup with 3 new putters

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Odyssey Golf announced Tuesday that the already popular Damascus Milled putter lineup is getting more options.

Initially launched back in April, only in a Damascus Milled #7 head (in plumbers or double bend configurations), the family grows to four with a One Wide, Two and Rossie S shape, all available in the second limited-edition drop at retail on June 6th.

“Damascus Steel is a beautiful material, and the patterns tell the story, because every one is different” said Odyssey General Manager, Jacob Davidson. “But what stands out is that  as beautiful as these putters are, the feedback from Tour has been the exceptional feel of these putters. We wanted to deliver the most premium performance-driven putter we’ve ever done at Odyssey. When you look at this product, we have so much confidence because there is not one thing we’d do different. On this one we really took our time over  the last couple years to try to perfect the design.”

Created from a layered construction of multiple steel alloys, this Damascus Steel insert is forged, folded and pressed to create a unique, striking pattern in every piece. Think of it like a fingerprint. Each Damascus construction comes with its own 1-of-1 style pattern. No offerings will ever look the same.

The layered structure, combined with a specialized heat treatment, delivers a finely tuned, highly responsive feel different from other insert materials. The Damascus steel is audibly different compared to other inserts, potentially with slightly more feedback. Odyssey also uses AI-designed back contours to maintain consistent ball speed across the face, blending traditional craftsmanship with modern tech.

Each head in the line is precision-milled from stainless steel and features a blasted silver finish to complement the Damascus insert and sole plates.

With Tour feedback, Odyssey has also developed, in collaboration with Golf Pride, a grip featuring meticulously crafted edges, pistol shaping and a classic modern tour feel.

Odyssey Damascus Milled One Wide
Odyssey Damascus Milled Two
Odyssey Damascus Milled Rossie S
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Equipment

L.A.B. Golf launches new VZN.1i putter

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L.A.B. Golf has been the pioneer when it comes to Lie Angle Balanced putters for years now. When you talk to another golfer and zero torque putters comes up, as it will since it is the hottest thing in golf, the first brand out of their mouthes is L.A.B. Golf. Currently their putter line up has something for every golfer, wether your like blades or mallets. But the company has a new creation for golfers that we saw out on tour just a few weeks ago and is now available to us, the VZN.1i putter.

One of the big stories with the new VZN.1i putter is alignment in the form of the shape. L.A.B. has always given us plenty of alignment options in their putters with different line formations and shapes that can be laser etched onto the top of the putter. With this new design they used the shape of the head and the open cavity in the middle to help enhance the alignment for players. These shapes help players lock into their intended line to improve accuracy and concistency.

“VZN.1i was approached formulaically by combining everything we’ve learned from the success of previous L.A.B. Golf models into a familiar mallet shape that’s easy on the eyes and even easier to putt with,” said Cameron Day, Senior Vice President of Product at L.A.B. Golf. “Every L.A.B. putter is engineered to roll the ball on its intended line through Lie Angle Balance technology. With VZN.1i, we took things a step further by simplifying another critical aspect of putting: alignment.”

Like most of the other L.A.B. mallet putters the VZN.1i is machined from a solid block of aluminum and features a 303 stainless steel face insert. Steel face inserts on all L.A.B. putters not only enhance the sound and feel but they improve ball speed for better distance control. The new shaping also offers two ways of picking up your ball, using the sole or the rear flange can scoop up the ball. The company is offering the VZN.1i with a 1.5 degree forward shaft lean or a vertical shaft option in order to fit more golfers. Each VZN.1i is hand balanced and 10 other stages before it is complete and ready to ship. L.A.B. has its custom program where the golfer can select their length and lie but also head color, shaft upgrades, and grips to make their VZN.1i fit them perfectly.

The VZN.1i is available now starting at $499 for stock models and $599 for custom.

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Equipment

2026 Edition: Most comfortable walking shoe? – GolfWRXers discuss

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In our forums, one user has asked a question sure to interest all sorts of golfers. What’s the most comfortable walking shoe of 2026?

@RobDMB posed the following question:

“Looking for suggestions/recommendations on the currently available most comfortable walking shoes – preferably waterproof. Essentially looking for something comfortable like a running shoe, but with some stability and waterproof for golf. Decent room in toe box as well. Any recommendations are appreciated. Thanks!”

Our members in the forum have been sharing their own recommendations on the best walking shoes that can also survive a number of golf rounds. Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • SheriffBooth: “To check all your boxes I’d vote for whichever of the current Nike lineup fits your feet the best. Obviously the Victory Pro 4 and Victory Tour 4 are good enough for the two best players in the world, but the new Pegasus, Next% Tour 3, and Tempo all look really good too.”
  • i*windows: “when I had issues with my feet I played in Asics running shoes they were a little bit like the hoka’s above, very comfortable, now I’m back to Ecco shoes which are great.”
  • mshills: “Everyone’s feet are different so this will be a long list of lots of different shoes. For me, anything from Ecco’s Biom lineup. Nothing else comes close.”

Entire Thread: “2026 Edition: Most Comfortable Walking Shoe?”

If you aren’t a member, join us in the GolfWRX forums today!

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