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Opinion & Analysis

Morton’s Golf Shop: Designed for Golfers of All Kinds

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Maybe you’ve already discovered Morton’s Golf Shop in Sacramento, California, or its internet counterpart, Morton Golf Sales. If you haven’t, and you’re a GolfWRXer, you’re in for a pleasant surprise. From hard goods with custom options galore to apparel and shoes, Morton’s is a full-service golf retailer, dedicated to being responsive to its customers. In doing so, many of its loyal customers would argue that Morton’s has truly done the work to differentiate itself from competition in order to stand out as a leader in golf retail.

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In that spirit of evolution, Morton’s has introduced a couple of new, but not necessarily original concepts into its Haggin Oaks Golf Super Shop over the past three years. The first concept is the addition of concept stores within the larger context of the Super Shop dedicated to lifestyle brands: Under Armor, Puma and Travis Mathew. Those were added to the existing stable of concept stores developed for Nike, Adidas and Jamie Sadock. The second concept is the use of “style bar,” where at no cost to the customer (i.e., you), Morton’s offers the use of a personal shopper to help develop your style.

The Concept Stores

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While it may seem obvious, the benefit of the concept store for the consumer is it concentrates your favorite brand in a single, dedicated area. So instead of maneuvering around the store trying to throw together an outfit for Saturday’s club championship or your upcoming golf trip, if you love Under Armour it’s all right there for you to check out.

For those of you wondering about the metrics, generally they suggest that players (of all kinds) are increasingly becoming dedicated to a single brand of apparel and accessories. Again, the concept store in that sense simply assists customers in finding what they really want and need before going to play golf.

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With respect to Morton’s in particular, its offerings within the concept brands are thoughtful and typically the product of the talented people behind the scenes at the Super Shop. As much as anything else, however, the concept brands are a by-product of the idea that “clothing is equipment for the body.”

Whether it’s the actual concept brands, or the new window cut in the side of the Super Shop where a genuine half of a Volkswagen bus acts as a billboard on the outside of the building and modified to be a fixture on the inside for Travis Mathew, the stores at their core are designed entirely to serve the customer. And for those not dedicated to a particular brand, but remain nonetheless curious about what Puma may have to offer, it’s easy to locate and explore, as well as makes the brand approachable.

If you are not in the Sacramento area or intending to visit any time soon, Morton Golf Sales is truly the Internet arm of the Super Shop. Online orders are fulfilled by Super Shop inventory and as a corollary, the electronic experience is pretty darn good, too.

The Style Bar

Common to many high-end department stores for years, if not decades, is the idea of a personal shopper and so-called “style bar.” Morton’s has 18 club fitters on staff and is known as an industry leader in that arena, so the natural next step was to take that expertise into its soft goods business. Part of that result is Morton’s new Style Bar, a concept likely to be available in many other brick-and-mortar operations soon.

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Staffed by six expert personal shoppers, and complimentary for customers, the Style Bar involves setting an appointment (over the phone, in-person or even electronically) with one of those shoppers to discuss favorite brands, styles, colors, sizes and needs. The product of that appointment is a second interaction where Morton’s new display room is populated with multiple golf outfits from head-to-toe, which are stylishly laid out for your consideration. Further, upon arrival, customers are served with a complimentary glass of Chardonnay in a Style Bar wine glass for you to take home.

There’s no pressure to buy and Morton’s promises a fun, zero-stress experience, whether you are intending to buy or just browsing. And to that point, as part of the original booking appointment, your personal shoppers will also cover broader concepts such as your budget and overall goals for the process.

The Style Bar was introduced in March 2016, but Morton’s has already had a wide array of customers take advantage, from a high school golf team trying to coordinate new uniforms to golfers prepping for their next vacation to regular customers excited at the one-on-one attention. Whether you need to update your wardrobe for the summer season or have an invite to Augusta National Golf Club and need qualified advice on proper attire, the Style Bar offers the chance to get things just right.

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Again, for those of you unable to make it to the Super Shop in person, don’t be discouraged. Morton’s has successfully used alternative methods (email and video-conference) to get pictures of outfits based on telephone appointments to interested customers without significant hassle. The result in both instances was a satisfied customer with several new golf outfits to fit their budget and need.

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8 Comments

8 Comments

  1. DB

    Apr 28, 2016 at 6:09 pm

    I have to say, this shop looks great, we don’t have anything close to that down here in Australia, regardless of if this seemed like an advertisement, I enjoyed reading about it.

  2. D Drabicki

    Apr 28, 2016 at 4:44 pm

    Agree, why the free ad? Just label it next time so I don’t waste time reading it.

  3. CJ

    Apr 27, 2016 at 7:54 pm

    Why not just put a banner on top of the webpage. How much did they pay for this ad?

    • carlsheen

      Apr 28, 2016 at 2:39 pm

      I agree. They have been a sponsor here for years.

      That being said GolfWRX is 100 times better than all the other big boys. They are far from a sell out. Look at what they did this year in the driver gear trials. Pissed off more manufactures than they made happy. Only here will you see that.

      So a little love isnt that bad given the track record here.

  4. Me Nunya

    Apr 27, 2016 at 4:33 pm

    This article is an ad for a retailer. I don’t get it…

  5. sacraghetto

    Apr 27, 2016 at 2:19 pm

    there’s nothing at that retail shop that can’t be found online for much cheaper. just the major brands. it’s a highly overrated place for testing clubs on astro turf. where’s the real turf? where are the rare hard to find brands?

    • derek

      Apr 27, 2016 at 4:02 pm

      Touching and feeling is a pro for me. How many times did I buy apparel only to be disappointed when I got it.

      I have been to Mortons (Haggin oaks) many times and they are solid. Trackman fittings and a SAM Lag for putter fittings. One of the better facilities I have been to.

    • Ken Morton, Jr.

      Apr 27, 2016 at 4:36 pm

      Sacraghetto, we’d love to find out what brands you’re looking for and are unable to find- there’s not much we can’t track down for you to demo. We’ve got brands like Honma, XXIO, Ben Hogan, Kenny Giannini, Volvik, Guerin Rife, Edel, Bettinardi, Mantis, Directed Force, Legal Limit, Air Force One every day (in addition to all the biggest brands) and on weekends like this coming one, have brands like Yonex and Fourteen Golf on hand with their full arsenal of equipment. Who else should we be looking at?

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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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