Opinion & Analysis
The looming “Fiscal Cliff” of golf clubs
I had this article about 90 percent completed when Tom Wishon posted his article: The way golf clubs are being sold has hurt golf. Since his post and mine are both discussing the retail business, I felt it appropriate to add his link for another viewpoint. While we are looking at different parts of the industry, there are some parallels.
The recent announcement on “anchoring” has made me reflect on some of the bonehead equipment decisions made by golf’s ruling bodies in the last 30 years, going back to the Ping Eye 2 fiasco. Each time, a “wait and see” attitude has eventually resulted in a massive reversal or rollback in the equipment section. The USGA’s decision on grooves allowed engineers to maximize widths through CNC milling and tight tolerances until the ruling bodies chose to make 30 years of clubs obsolete with “Conditions of Competition.”
In 2003, the COR ruling was announced with a ruling to be made in 2007. While the manufacturers pushed face technology to produce a reliable 0.860 COR driver, the ruling bodies did an about-face and capped COR at 0.830. Unlike wedges, the OEMs had to suck it up and offer conforming replacement drivers for those golfers that had purchased equipment in good faith that it was within the tolerance of the current rules. The quest of the ruling bodies to reduce driver distance also resulted in a club length maximum of 48 inches. Sure, Wedgy Winchester had learned how to accurately swing a 60-inch driver on the long drive circuit. But how many other golfers could keep a driver that long in the fairway? Finally, clubhead size was capped at 460cc to minimize the ability to create a forgiving driver through size.
Essentially, you cannot build a longer driver than anything that has been made in the last 10 years that met the COR/CT max. A center strike “on the screws” cannot travel farther. The only variable to the golfer now is to optimize launch and spin through a fitting on a launch monitor. This has led the OEMs to try and maximize distance in fairways, hybrids and even irons by creating hot-faced clubs. Despite the fact that these clubs should fly precise distances for scoring, the selling point of distance trumps all.
Suppose that you have already gotten the hottest-faced clubs, conforming grooves, fitted lengths/lofts/lies/grips and your launch conditions are proper. What will now make you buy a new club? This is the nightmare that has to be keeping sales managers up at night. Sure, you have the GolfWRX crowd that always wants the latest and greatest. But how do you convince a recreational golfer or serious player to buy a new club when it isn’t much longer or more accurate, and offers little or no performance advantage over their current clubs?
This is the “fiscal cliff” that looms in the golf world. By 2014, it is expected that an overwhelming majority of golfers will have converted to conforming grooves. That sales hike in irons and wedges will recede back to normal levels. With no ability to create better launch conditions, what will be the selling point on the next generation of drivers? Right now, it’s graphics and all the colors of the rainbow. Why buy the newest equipment when top quality clubs with premium shafts are available for a song in the used market?
So what’s left?
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Ironically, service, which has been driven to near extinction by the big box stores, will be the key ingredient to their survival. Similar to the tailor in a fine suit store, the need for fitting of clubs will be the last variable that the manufacturers will be able to offer for improving scores. The need to adjust length, loft, lie and grips gives each golfer the fit and comfort of a well tailored suit.
The advent of launch monitors, high speed cameras and elaborate shaft software have made it easy to get the player “in the ballpark” of a club that fits their swing. But it always comes to the assessment and final tweaks of the clubfitter to make sure everything is optimized. Are the yardage gaps between clubs consistent? Is the golfer increasing their center-face contact? Will the launch and spin give the golfer the best chance of hitting and holding the green? Do the clubs allow the golfer to execute the shot that is visualized in the mind?
More and more clubs are being purchased off the rack. Even Ping, whose green grass model for years forced you to order your clubs, has 6 to 8 sets on the wall of my local big box, ready for sale. The “right now” mentality of our society wants to take their clubs immediately to the range or the first tee instead of ordering to spec or having them fitted after the sale. Would it make sense to put a cushion in the price of a set of irons to allow the retailer to fit and set the lofts/lies of the clubs for the customer?
Perhaps partnering with teaching professionals to have them observe their student’s patterns on the lie board after they purchase new clubs would be an option. The teacher can recommend the dynamic adjustments and the golfer can now bring his clubs back for the correct loft/lie settings as part of the initial purchase. The same can be done with the adjustable drivers.
Have your teaching pro look at your flight patterns to determine optimal adjustments. Then return to the store and confirm your numbers on the launch monitor. There is revenue to be made in service and fitting if the industry embraces the concept. With the number of golfers staying static or declining in the US, and the need for publicly traded companies to increase sales and profits quarterly, the American retailers will have to adapt or share the same fate the electronics stores have: extinction by plummeting off the cliff.
Club Junkie
Building my 2026 gamer WITB: Ranking the contenders and new putter projects – Club Junkie Podcast
The annual What’s In The Bag build is underway, and on this episode of Club Junkie, Brian breaks down the clubs currently leading the race for a spot in his 2026 gamer setup. From drivers and fairway woods to irons, wedges, and shafts, he ranks the equipment that’s performing best and explains what’s separating the front runners from the rest of the field.
Brian also heads into the workshop to discuss several putter projects currently on the bench. From head options and shaft choices to build ideas and testing plans, he shares what he’s working on and which putters could become serious contenders for the bag this season.
If you’re a gear junkie who loves equipment testing, club building, and the never-ending pursuit of the perfect setup, this episode is for you.
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Club Junkie
Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie
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.
Opinion & Analysis
AVL: We’re talking about practice! My best tips for taking your game to the course
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.
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Square
Jan 5, 2013 at 5:16 am
I hit the ball 280-300 off the tee, play the bag tees and really have a love affair with the game. For 30 years I’ve never taken a break. Hooked the first time I played the game. I hit the ball far enough. It’s probably impossible, but I would have loved for the USGA to provide a higher COR for the average to below average player who wants to hit it farther. Interesting article….