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Case #5589: The campaign for the longest driver in golf

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Mark Twain is often given credit for the assertion, “There are three kinds of lies: lies, damned lies and statistics.”

Were he still alive today, Twain would no doubt be intrigued by the current state of advertising and the golf industry in particular.

At its core, marketing is about procuring and sustaining customers. Customers create profit and profit is the lifeblood, which fuels all things pertinent to a private enterprise. And profit is gasoline to the engine, oxygen to the body and drama to Lindsay Lohan – it makes everything go.

So when someone or something interferes with your access to profit, you take it quite seriously. Especially when the challenge comes from a rival competitor and is the result of some rather shady statistics and shaky reasoning; or as I like to call it “lying.”

I know that lying and advertising are on some level synonymous, or more correctly that consumers understand on some level that what an ad presents as implicit truth is not an iron-clad promise to deliver the image presented. Advertising exists in the vast grey area between fiction and reality.

I understand that if I drink a certain beer, I won’t end up in a hot tub of busty blondes in some snow-capped rocky mountain retreat with 50 of my closest friends. I’m equally aware that a rugged 4X4 truck won’t increase my testosterone levels, nor will my wife and I ever end up on a beach, holding hands in two separate bathtubs watching the sunset, regardless of which pills I ingest.

But, when a company, in this case Callaway, claims to have “The Longest Driver in Golf,” then consumer should reasonably expect that the driver is in fact the longest.

[youtube id=”ihfRdZgG9CQ” width=”620″ height=”360″]

TaylorMade has dominated the metal woods portion of the golf industry for the last two decades, in much the same fashion as Titleist has owned golf ball usage and John Daly has had a monopoly on bad outfits. So when Callaway claimed to have “The Longest Driver in Golf,” TaylorMade didn’t take it well. When TaylorMade actually looked at how Callaway reached this conclusion, it called hogwash and filed a complaint with the NAD.

The NAD is a third-party wing of the Better Business Bureau that serves to resolve advertising complaints in a manner more expeditious (and significantly cheaper) than legal methods. According to the NAD, “an advertiser is responsible for all reasonable interpretations of its claims, not simply the messages it intended to convey.”

Enter case #5589: The skinny

Tweet to Unleash campaign

TaylorMade objected to Callaway’s assertion of producing “The Longest Driver in Golf,” the #LongestDriverInGolf Twitter promotion and the usage of “The Longest Driver in Golf” phrase in eight out of nine advertising videos on the Callaway website.

Where the story really gets interesting is how exactly Callaway landed at this rather bold and audacious declaration. See, when testing the Razr Fit Xtreme driver, Callaway tested the 2013 RFX against five other models (all 2012 models) that represented 54 percent of the driver market according to “dollar market share” based on data from September 2012.

Problem: How can you claim to be the best of anything when you only test 54 percent of potential competitors? What if that 54 percent is inflated and the real number is more like 40 percent as the NAD reasonably suggested?

Also, both the Titleist 910 D2 and D3 were included in the 54 percent “figure,” but the D3 was left out of the player testing. Curious, right?

Callaway didn’t provide any rationale for this, which speaks volumes. Also, dollar market share doesn’t account for drivers that may have been purchased on sale (it was September after all) and creates a false assumption than the most expensive drivers are also the longest. Finally, TaylorMade objected to the use of extrapolating conclusive statements using data from a single month (although TaylorMade has done this exact tactic when it served its advertising needs…pot…kettle…you get the idea).

I don’t know that you need to test all 180-some-odd drivers that have appeared in the Golf Digest Hot List since 2004, but if you’re going to be the longest driver in golf in 2013, wouldn’t you want to test your product against other 2013 offerings?

razr-fit-xtreme driver

Callaway also used a variety of test groups to test the five drivers against the Razr Fit Xtreme. The random sampling (one group had 13 testers, another eight and another 12) was indicative of either a group of fourth graders running a school science experiment or a company that never thought it would have to defend the validity of its claims. It gets better (or worse): 11 players tested only one driver, two players tested two drivers, eight players tested three drivers and only three players tested all five.

Problem: TaylorMade stated that it would have been more valid to treat each individual comparison of the RFX to one of the other models as an individual test. However, only 20 of the 58 would have shown the type of results Callaway desired and that’s hardly enough to be the “the longest driver in golf,” and probably not enough to even be the longest driver in your neighborhood.

Finally, Callaway didn’t actually fit the adjustable driver to ANY of the test participants, and it only used the 440 cubic centimeter head (which is only available in lower lofts and geared toward better players), failed to use any women as test participants and did I mention, all testers were CALLAWAY EMPLOYEES!

Problem: When your burden of proof is to test the “broadest range of player abilities possible,” it’s probably best to include both males and females and a wide-range of handicaps in your test pool. Looking at the handicaps of the Callaway employees/test subjects, 88 percent were 0-to-15 handicap and 77 percent were 0-to-10. When the average male handicap hovers in the mid-teens, this just doesn’t pass the smell test.

After considering all of the information presented, the NAD stated that Callaway didn’t provide sufficient evidence to declare the Razr Fit Xtreme “the longest driver in golf.” File that in the “duh” pile.

Callaway was disappointed and disagreed with the NAD decision (enter shocked face smiley emoticon here), but said that the company respected the decision and discontinued “The Longest Driver in Golf” campaign.

Translation: We’re really bummed we got caught, but hey, at least this product cycle is over and we can all move on.

Yet another layer to this smelly onion is case #5584, where Callaway asked the NAD to look into TaylorMade’s claims that “The average golfer picked up about 17 yards with the ROCKETBALLZ 3-Wood.”

It shouldn’t be lost on the reader that Callaway filed this complaint after receiving the complaint from TaylorMade regarding the RFX driver. It could be just interesting timing, and I could also be Hulk Hogan.

TaylorMade 17 campaign

The NAD ultimately found no cause to ask TaylorMade to do anything more — TaylorMade had already deleted the content from an interview-style video with its CEO and added necessary qualifiers such as “better player”… compared to Burner ’11 fairway and 150 mph ball speed … total distance.”

What maybe gets lost in all of these qualifications is just how ridiculous it still is. In order to gain the supposed “17 yards,” you have to compare the 2012 RBZ fairway wood to the 2011 Burner fairway. OK, that’s simple enough. But now, you need to generate 150 mph of ball speed with a 3 wood. The average consumer is just going to gloss over that and make the unlikely assumption that 150 mph ball speed with a 3 wood is imminently doable. Let’s break that qualification down:

Looking at some PGA Tour stats, we see an average driver swing speed of 113 mph and a carry of 269 yards. This gives the player approximately 2.38 yards of carry for every mile per hour of swing speed. If we use a smash factor (ball speed/swing speed) of 1.47, we see that the average tour ball speed, with a driver, is approximately 166 mph.

To achieve a ball speed of 150 mph with a 3 wood (again, assuming a smash factor of 1.47, even though many amateur players will be closer to 1.4 or lower), a golfer would need a swing speed of approximately 102 mph, or just a couple miles per hour slower than an average PGA Tour player.

The average male driver swing speed is 80-to-85 mph, or some 30 mph slower than the average Tour player. If a 3 wood swing speed is a good 7 mph less than that, then the average player is generating approximately 110 mph of ball speed, or 40 mph less than the requisite amount to experience the “promised” 17 additional yards. At 2.38 yds carry/mph of swing speed, the average golfer is about 95 yards short of being able to realize the full Rocketballz potential.

Like Penny Lane quipped in Almost Famous: “It’s funny. The truth just sounds different.”

And generally, the truth just doesn’t sell as well. The individual consumer might be able to handle the truth, but I’m not sure the market could bear this reality. I don’t know about you, but if I only purchased items using objective, fact-based decisions, I’d probably have a lot less stuff. And if everyone did this, companies couldn’t survive. I’m hard pressed to come up with a solid list of people I know who will drop a couple hundred bucks for a couple yards, yet that is often the reality when an individual “upgrades” to the latest and greatest golf gear.

So instead, OEM’s propose the possible, the theoretical, and the consumer believes it to be the actual. The critical consumer knows that most PGA Tour players use drivers that are 45 inches or shorter, yet they continue to chase more distance with 45.5-inch and 46-inch drivers because they cranked one up on a launch monitor at some indoor big box store and couldn’t believe how far they hit it.

While Callaway and TaylorMade might be making the most noise (or crying) right now, these are hardly isolated incidents.

Some notable examples:

  • The recent thread on GolfWRX documenting the industry practice of mis-stamping driver heads. As stated by Callaway, driver heads could be off by as much as 3 degrees. So your 8.5-degree driver could actually be closer to 11 degrees.

Click here to read the discussion about mis-stamped lofts in the forums.

Certainly, there are manufacturing tolerances in all industries, but essentially the OEM’s don’t trust the consumer to make an informed decision. Knowing that machismo and low-lofted drivers can go hand in hand, the OEM’s get the win-win. They sell a driver that fuels the male ego, yet probably fits the player a bit better. The player believes he is playing an 8.5-degree driver and no one is the wiser – that is until a golfer goes to get fit and can’t understand why he’s getting the best numbers from an 11.5-degree driver that is 2-degrees closed. If only he knew.

And lest we forget, it’s still lying. Boldface lying. My doctor doesn’t tell me the blood pressure he wants me to have, and at the end of my round, I sign for the score I shot, not the one I wanted to shoot. If OEM’s are willing to purposely stamp the wrong loft on a club, what else are they willing to do to “protect” us from our savage egos?

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  • TaylorMade’s current “My R1” campaign: Based on the commercials, any reasonable person would conclude that the driver played by the pros is the same club you can by at your local retail outlet. I mean, what else would you fathom when Dustin Johnson hands you “his R1?” What they don’t tell you is that NO ONE on Tour plays the version that is sold to the public.

Click here to read our full story on the differences between the TaylorMade R1 driver available in stores and the one played on the professional tours.

Every OEM engages in advertising and marketing campaigns. Some are simply more aggressive than others. There are no fender-benders on the Autobahn, and when a company like TaylorMade or Callaway gets called out for crossing the line, there’s going to be some flames. But don’t you think the OEM’s know this? Aren’t some of these crashes calculated and already accounted for? Maybe they’re even expected.

Think about the recent case with Callaway. By the time the NAD investigated and rendered a decision, information was already leaking about Callaway’s next driver. So how much did the faulty campaign really cost Callaway? Pennies. It’s not like Callaway had to buy back a bunch of recalled products or really do much of anything, other than perhaps apologize and then focus on selling the living daylights out of whatever the next product is.

There might be a bit of public scrutiny, but likely nothing of lasting significance. The campaign was faulty from the onset and Callaway knew this, but the company leadership isn’t dumb. They knew exactly how shady their math was, but they also knew the odds were in its favor.

Nike just performed a similar act with the Roger Federer shoes at Wimbledon. The All England Club (ruling body for Wimbledon) requested, after a short 69-minute match that Federer no longer wear his white shoes with orange soles. See, Wimbledon has a strict “white apparel only” policy that is as much a part of the tradition as the Royal Family and grass courts. Nike offered these limited-edition shoes to the public for $140 and they sold out well before Federer ever took the court. So who won that match?

Who is to blame for this cluster? OEM’s? Retailers? Consumers? The Mayan Calendar? Just like there have to be buyers and sellers, everyone gets a little egg on their face with this debacle.

OEM’s

Ultimately, they produce the products and they have the final say in what lofts get stamped on clubs, what clubs are sold to the public and which are “tour only.” They create the ads and invest millions in marketing campaigns. Their money, their message, their profit. They can be as honest or dishonest as they feel necessary.

  • Blame rating: Four stars

Retailers

As the outlets for the OEM’s, they absolutely have to move product. In fact, retailers probably have more pressure to move product than anyone. For them, it really is all about volume. How many of you have been the victim of a juiced-up launch monitor at a big box outlet? How often do we see threads detailing the latest barrage of bullarky from the $8-per-hour sales person? In this case, the consumer gets precisely the level of service and expertise they’re paying for.

  • Blame rating: Three stars

Consumers

Actually, consumers have the most power in this conversation, yet the least information. No one has to buy anything, and the maxim about fools and money is far too often accurate.

  • Blame rating: Two stars

The sooner golfers realize that OEM’s don’t care that much about helping golfers play better golf, the better off they will be. At the end of the day, a company’s bottom line is the bottom line. They don’t care who is buying their product, as long as someone is buying their product. They need profit, which means they need consumers who believe that whatever they are selling will fulfill some need they have.

I’m not suggesting that all OEM’s are evil villainous creatures that will stoop to any level just to make a buck, but if you are buying a ball, a club or a shaft only because of what a retailer or OEM is telling you, you’re playing right into their hands.

It’s like my uncle used to tell me. If you’ve been sitting at the poker table for 10 minutes and you can’t find the fool. Guess what? It’s you.

So, how long have you been sitting at the table?

I didn't grow up playing golf. I wasn't that lucky. But somehow the game found me and I've been smitten ever since. Like many of you, I'm a bit enthusiastic for all things golf and have a spouse which finds this "enthusiasm" borderline ridiculous. I've been told golf requires someone who strives for perfection, but realizes the futility of this approach. You have to love the journey more than the result and relish in frustration and imperfection. As a teacher and coach, I spend my days working with amazing middle school and high school student athletes teaching them to think, dream and hope. And just when they start to feel really good about themselves, I hand them a golf club!

16 Comments

16 Comments

  1. Bill

    Jul 13, 2013 at 2:12 pm

    But, but , but….the Razr Fit Xtreme IS the longest driver I’ve ever hit. Stock shaft and all. Tremendously longer than my previous gamer.

    Exaggerating in advertising is a time honored tradition in golf. “You’ll play better” doesn’t sound nearly as exciting as “Longest Driver in Golf” to an ad man. So guess what WE get to read?

    Common sense here. If you are a good golfer and are considering a club then get to a demo day and hit it alongside your current gamer and then hit the top of the line competition. I read all the web sites and golf mags too. But I take everything in print with a grain of salt.
    Clubs that are universally raved about often don’t work for me. Same with balls. We all like tweaking our game a step at a time with better technology. It’s part of the fun. Not every car is the best and most advanced. Not every new bill being voted into passage is what’s best for its constituents. Why would I think golf evaluations would be any different? But I was looking at Scotty Cameron’s top line putters for $3000-$4500 and they MUST be amazing, right?

  2. R

    Jul 12, 2013 at 10:38 pm

    Fantastic article.

  3. pine

    Jul 3, 2013 at 12:06 pm

    Then where do I look to for honest recommendations for buying my next club/s???

    • RCM1301

      Jul 3, 2013 at 1:59 pm

      GolfWRX. Read user forums, not what Golf Digest or that guy at Dick’s says.

  4. FatRick

    Jul 1, 2013 at 10:19 am

    I don’t seem how you can blame the consumer less than the OEMs or retailers. Your job as a consumer is to cut through all the BS, which really is not hard to do in golf since you can actually test out the products before you by them. You don’t do that and end up with something that doesn’t fit you, thats on you and only you.

    • digsnola

      Jul 2, 2013 at 11:23 am

      While I agree that consumers should try to educate themselves before buying any product, the golf OEMs have for so long purposely perpetuated these lies and aggressive tactics that most of the golfing public take it as truth. Callaway says they’re the longest most forgiving ever nearly every year. TM states yardage gains each year that would have us driving the ball 450 yards compared to our 2000 driver.

      While golf is only a game, it was a game that many on this forum were drawn to because of its difficulty and integrity. Questionable advertising and mis-stamping of loft flies in the face of these precepts. This is why I’m bothered. It’s slimey gamesmanship in a game of honor.

      To ask the consumer to either look behind the veil and be cool with it, or don’t look in the first place but still fork over 500 bucks or more, is insulting. The golf industry is eating its young.

  5. J C

    Jul 1, 2013 at 1:32 am

    I HAVE THE LONGEST DRIVER IN GOLF, IT’S SHAFT IS 48 INCHES.

  6. Double Mocha Man

    Jun 30, 2013 at 9:38 pm

    I have the longest driver in golf.

    I read all the hype, didn’t believe it. Tried it twice over the course of two different demo days. Bought it.

    Set out to play all my favorite courses from my usual tees. Gained 15 to 20 yards with no swing changes. It’s the only driver I’ve ever bought that was true to its word.

    I’ve had it almost 3 years and constantly compare it to other brands at different demo days. This driver is still in my bag.

  7. naflack

    Jun 30, 2013 at 7:21 pm

    very informative, not very surprising information.
    another validation for my mute button usage during the golf coverage commercials.

  8. Jason

    Jun 30, 2013 at 10:28 am

    Mellow out bro……it’s just golf. I don’t understand why people get worked into a lather about things like this. What I really don’t get is why people care so much about getting tour issue TaylorMade equipment. So your R1 isn’t the same as Dustin Johnson’s…..who cares? 99.9% of the world wouldn’t benefit from his driver. But good news! You can buy tour issue equipment from some dude on the Internet and guess what, he can fit you for a shaft also!!!! All over the phone!!!! For $1500.00 you can have Dustin Johnson’s driver! You obviously only watch golf commercials on tv, but guess what there are many other industries which bend the truth in their commercials.

  9. Chris b

    Jun 30, 2013 at 7:26 am

    Hands down one of the most informative golf articles I’ve ever written. Neatly and accurately sums up a lot of the informative threads floating around, every golfer should read this. This article is WHAT WRX is about. Hats off to Mr Nickel

  10. Edward Brumby

    Jun 30, 2013 at 6:39 am

    While your have written an excellent article that makes many good points, if we are going to be assigning blame isn’t it fair to look also to the major golf magazines. Both test a lot of product, but they disguise the results of their testing with vague phrases rather than raw numbers or a more exact ranking. Plus Golf Digest includes expected demand as a criteria for giving out their “Gold” award. This means a better performing club from a small manufacturer may be ranked below a club from a big manufacturer. Isn’t this just a reward for advertising? So I give the golf magazines three stars in the blame game.

    • chris

      Jul 2, 2013 at 9:52 pm

      Right on the button edward

      • downtoo

        Jul 3, 2013 at 12:36 pm

        Great article, thanks for taking the time to go into such detail. Basic marketing teaches companies to sell the sizzle not the steak. Shame on us as consumers for falling prey to OEMs and their age old ruse.

    • Ken

      Jul 11, 2013 at 5:08 pm

      I have been an on and off golfer for 50 years. I have been a fanatical skier for 35 of those 50 years. Both are sports that use equipment where the pro version is radically different than the public version. The way to hold OEM’s feet to the fire is to develop hard core measurement methods and publishing the results. Defined parameters would not be as pretty but they sure would be a lot more informative.
      Example: Take golf shafts and measure the deflection and rebound with actual weights. Measure how much the shaft bends and publish the information. Soft shafts will bend more than stiff shafts. Use the swing robot to measure how far the golf club hits the golf ball. Use different golf balls with a single golf club to measure how far golf balls go. Use tests that can be verified over and over again. Will there be unaccountable differences in some cases? Absolutely becuase there are different quality control issues.

      Lets get out of the imagination world and get into the reality world.

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Opinion & Analysis

Brandel Chamblee PGA Championship Q&A: Rose’s huge McLaren risk, distracted LIV pros and why Aronimink suits the bombers

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PGA Championship week is here, and Brandel Chamblee did not hold back in our latest discussion ahead of the season’s second major.

In our 2026 PGA Championship Q&A, golf’s leading analyst made the case that PIF pulling LIV’s funding has left its players competing in a state of confusion, called Justin Rose’s mid-season equipment switch a huge risk at 45, and explained why Aronimink will be a bombers’ delight this week.

Check out the full Q&A below.

Gianni: With the PIF confirming that they’re pulling funding from LIV at the end of the season, what impact do you expect that to have on the LIV players competing at the PGA Championship?

Brandel: I would imagine that they have all been thrown into a state of confusion, and will be distracted, not knowing where they are going to play next year and not knowing exactly their road back to either the DP World Tour or the PGA Tour. Or in Rahm’s case, being tied to a sinking ship for the next few years, likely playing for pennies on the dollar in events that no one cares about or watches.

I doubt this would put him in the best frame of mind to compete at his highest level. Keeping in mind, however, that majors are the only time that LIV disciples get to play in events that matter, so never disregard the motivation they have to prove to the world they are still relevant.

Gianni: Justin Rose switched to McLaren Golf equipment mid-season while playing some of the best golf of his career. What do you make of the change?

Brandel: I don’t really know what to make of Rose switching equipment. It seems a huge risk on his part, even though it is likely, in my opinion, that the clubs he’s playing are similar, if not the exact grinds, to what he was playing previously, with a McLaren stamp on them.

Having said that, at best, it is a distraction when he seemed to be as dialed in with his game as any 45-year-old could be and trending in the majors to perhaps do something that would definitely put him in the Hall of Fame. At worst, given the possibility that these clubs aren’t just duplicates of his old set stamped with McLaren on them, he’s made an equipment change that would take time, and 45-year-old athletes don’t have the time to do such things.

Gianni: Aronimink has only hosted a handful of professional events since it hosted the 1962 PGA Championship. What kind of test does it present, and does a course with less recent major championship history tend to level the playing field?

Brandel: Even though Aronimink has only hosted a handful of meaningful professional events, it has been fairly discerning in who can win there. When Keegan Bradley won the BMW Championship on the Donald Ross masterpiece in 2018, he was the 2nd best iron player on tour coming into that week. When Nick Watney won the AT&T at Aronimink in 2011, he was 2nd in strokes gained total coming into the week.

In 2020, Aronimink hosted the KPMG Championship, and Sei Young Kim won. On the LPGA that year, she was first in greens in regulation, putts per green in regulation, and scoring average on the way to being the LPGA player of the year. And then there is the 1962 PGA Championship won by Gary Player, who eventually became just one of a few players to win the career grand slam on the way to winning 9 majors. It is a formidable test, and if it’s not softened by rain, it will bring out the best in the upper echelons of the game.

Gianni: Is there a specific hole at Aronimink that you think will do the most to decide the winner?

Brandel: The hardest hole at Aronimink in each of the three tour events that have been played there since 2010 has been the long par-3 8th hole, with the par-4 10th being the second hardest, so most of the carnage will happen around the turn, but with the par-5 16th offering opportunities for bold plays and the tough closing holes at 17 and 18, the finish is likely to be frenetic.

Gianni: The PGA Championship has always sat in the shadow of the other majors. What does the ideal PGA Championship look like in your eyes, and what would it take for it to carve out its own identity?

Brandel: The PGA Championship, to whatever degree it suffers from the comparison to the other three majors, is still counted just as much when adding them up at the end of one’s career. Almost 1/3 of Nicklaus’ major wins were the five PGA Championships he won. Walter Hagen won 11 majors, five of which were PGA Championships.

Tiger Woods twice in his career won back-to-back PGA Championships, and those four majors count just as much as the other 11 he won. The PGA may not have the prestige of the other three, but it carries the same weight. Having said that, I preferred the identity that it had as the last major of the year.

Gianni: You nailed your Masters picks. Rory won, Scottie finished solo second, and Morikawa surged to a tie for seventh. Who are your top 3 picks for the PGA Championship and why?

Brandel: I am not a huge fan of majors played on golf courses that have been shorn of most of the trees, although I understand some of the agronomic reasons for doing so and of course the ease with which it allows members to play after errant drives. However, at the highest level, it all but eliminates any strategy off the tee and turns professional golf into an even bigger slugfest. That means that it will likely be a bomber’s delight this week, but fortunately, Scottie Scheffler is long enough to play that game and straight enough to play it better than anyone else.

The major championships give us very few surprises anymore, going back to the beginning of 2012, so the last 57 majors played, the average world rank of the winners has been better than 15th in the world. So look at the highest ranked and longest drivers who are on form coming into the PGA Championship who also have great short games as the surrounds at Aronimink are very challenging. That’s Scottie Scheffler by a mile and then McIlroy and Cameron Young with a far bigger nod towards DeChambeau than I gave him at the Masters.

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Club Junkie

A putter that I love and hate – Club Junkie Podcast

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In this episode of the Club Junkie Podcast, we dive into one of the most interesting flatstick releases of the year with a full review of the new TaylorMade SYSTM 2 putters. After spending time on the greens, I break down what makes this design stand out, where it performs, and why it has me completely torn between loving it and fighting it. If you are into feel, alignment, and consistency, this is one you will want to hear about.

We also take a look at some of the putters in play on the PGA Tour last week. From familiar favorites to a few surprising setups, there is always something to learn from what the best players in the world are rolling with under pressure.

To wrap things up, I walk through the process of building a set of JP Golf Prime irons paired with Baddazz Gold Series shafts. From component selection to performance goals, this is a deep dive into what goes into creating a unique custom set and why this combo has been so intriguing.

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Opinion & Analysis

From 14 handicap to pro: 4 things I’d tell golfers at 50

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This year my 50th birthday. Gosh, where has the time gone?

As a teenager in rural Missouri, some of my junior high and high school years felt interminable. Graduation seemed light years away. But the older I get, the faster life seems to fly by.

I’m also increasingly aware of my mortality. My dad died recently. Earlier this year, a friend and fellow PGA of America professional and I were texting about our next catch-up. The next message I received was news of his unexpected passing at 48. Shortly after, a woman I dated in college succumbed to cancer at 51.

Certainly, one can share perspective at any age. Seniors help freshmen, veterans guide rookies. But reaching this milestone feels like as good a time as any to do one of those “what would I tell my younger self?” articles.

I’ve had a uniquely varied career in golf. I started as a 27-year-old, average-length-hitting, 14-handicap computer engineer and somehow managed to turn pro before running out of money, constantly bootstrapping my way forward. I’ve won qualifiers and set venue records in the World Long Drive Championships, finished fifth at the Speedgolf World Championships, coached all skill levels as a PGA of America professional, built industry-leading swing speed training programs for Swing Man Golf, helped advance the single-length iron market with Sterling Irons®, caddied on the PGA TOUR and PGA TOUR Champions, and played about 300 courses across 32 countries.

It’s been a ride, and I’ve gone both deep and wide.

So while I can consult and advise from a lot of angles, let me keep it to a few things I’d tell the average golfer who wants to improve.

1. Think About What You Want

Everyone has their own reason for picking up a golf club.

Oddly, as a professional athlete, I’m not internally driven by competition. That can be challenging, as the industry currently prioritizes and incentivizes competition over the love of the game.

For me, I love walking and being outdoors. Nature helps balance my energy. I prefer courses that are integrated into the natural beauty of their surroundings. I’m comfortable practicing alone. I’m a deep thinker, and I genuinely enjoy investigating the game, using data and intuition to unearth unique, often innovative insights. I’m fortunate to be strong and athletic, so I appreciate the chance to engage with my abilities. Traveling feels adventurous. I could go on.

You don’t have to overthink it like I do. For you, it might be as simple as hitting balls to escape work, hanging out with friends, and playing loosely with the rules and the score.

The point is to give yourself permission to play for your own reasons, and let that be enough.

But if improvement is your goal, thinking about your destination—and when you want to get there—is important, because it dictates the steps you need to take. When I set out to go from a 14-handicap to the PGA TOUR as quickly as possible, the steps I needed were very different from those of a working golfer trying to break 90 in six months. That’s also different from someone who just wants a few peaceful hours outside each week, away from work or family.

None of these goals are better than the others, but each requires a different plan that you can work backward from.

2. There Are Lots of Things That Can Work

One of the challenges of golf is that, although there are rules for playing, there aren’t clear, industry-wide standards for how to best play the game. There’s a lot of gray area.

You might hear a top coach or trainer insist that a certain move is the best way to swing or train. Then you dig a bit deeper and, much to your confusion and frustration, another respected coach or trainer says something completely different. I don’t think anyone is trying to confuse you—at least I hope not. It’s just where the industry is right now.

You have to be careful with advice from tournament pros, too. They might be great at scoring, but they’re also human and sometimes just as susceptible as amateurs to believing things that don’t really move the needle. Tour players might describe what they feel, but that’s not always what they’re actually doing when assessed with technology.

I recently ran a test on my YouTube channel (which connects to my GolfWRX article “How to use your hands in the golf swing for power and accuracy”), and, interestingly, two of the most commonly taught hand actions produced the worst results in the test.

Coaches can certainly help. If you find someone you connect with to help navigate, that’s great. But there are many ways to get the ball in the hole. In the current landscape, you may need to seek multiple opinions, think critically, and use your own intuition to discern what seems true and whose advice resonates with you.

I’d recommend seeking someone who is open-minded and always learning, because things constantly change. Absolutes like “correct” or “proper” should raise a red flag. AI can be useful, but it tends to confidently repeat popular advice, so proceed with caution.

3. Get Custom Fit

If you’re serious about becoming a better player, getting custom fit is hugely important. There’s no sense fighting your equipment if you don’t have to. Most better players get fit these days and, if they don’t, they’re usually skilled enough to work around clubs that aren’t ideal.

If you plan to play for a long time, it’s worth spending a little more upfront to get something that truly fits you and your game, rather than continually buying and discarding equipment.

Equipment rules haven’t really changed significantly since the early 2000s. To stay in business, manufacturers keep pushing those limits. If you pull a bunch of clubs and balls off the rack and test them, you’ll find differences. I’ve tested two new drivers and seen a 30-yard total distance gap. Usually, the issue isn’t bad equipment; it’s that the combination of components simply isn’t the best fit.

It’s like wearing a new pair of floppy clown shoes. Sure, they’re shoes—but you won’t sprint your best in them compared to track shoes that fit perfectly.

Be wary of what’s called custom fitting, too. Sometimes the term is used as a marketing strategy rather than an actual fitting. In some retail settings, fitters may be incentivized to steer you toward higher-priced components. That doesn’t automatically mean it’s not the best fit, but you should be aware of potential biases.

I learned a version of this lesson outside of golf. Years ago, I bought a tennis racquet at a big box store from a seemingly knowledgeable employee who thought it would suit me best. The racquet gave me tennis elbow, and I spent months recovering with rest and acupuncture. The next season, I invested more time and money to find what actually fit me, and I walked away with something amazing that I still play with years later.

So if you’re going to get fit, be smart about it.

Find someone you believe has deep knowledge—possibly with certifications, but not necessarily. Make sure there’s a wide inventory across many brands. Check recent reviews for the individual fitter if possible. Make sure you trust that the fitter has your best interests at heart. If they’re wearing a hat or shirt with a specific brand’s logo, proceed with caution. Unless you specifically want a certain brand or look, be wary of upsells, especially if two options perform nearly the same.

Also, while golf is called a sport of integrity, there’s a thread of manipulation in the industry. I once drafted an equipment article for an industry magazine, structured just like one of their previous popular stories, with matching word count and great photos. The assistant editor loved it; it was useful to readers and required little work on his part. But the editor-in-chief nixed the story. When I asked why, I was told it was because I wasn’t an advertiser. It turned out the article I’d modeled mine after was a paid ad cleverly disguised as editorial content.

I really dislike games, clickbait, and fear-based manipulation. I hope this changes, but golfers deserve to know it exists.

4. Distance and Strategy Matter

There’s a real relationship between how far you hit the ball and your scoring average, even at the PGA TOUR level.

I experienced this early in my pro career. I started as a power hitter, swinging in the high 120s and breaking 200 mph ball speed with a stock driver.

Back then, some instructors advised swinging at 80%, so I tried slowing down for more accuracy. That worked fine on shorter, tighter courses. But on longer setups, I was coming into greens with too much club, and par 5s stopped being

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