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Why aren’t more small golf companies making it big?

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More and more in the golf industry, success is based on skills that are not required to make a birdie or par. The people who design today’s driver heads are in some cases, actual rocket scientists. A digital expert who has never been on a golf course is often more valuable to a company than a tour player. Yet when you look at the smaller companies that exist in the golf industry, and particularly in the golf equipment industry, you generally see companies that are heavy on golf passion and light on modern business expertise. It’s killing them.

Golf equipment, in particular, is now more driven by the big brands than it’s ever been, and this is totally the opposite of what’s happening in so many other industries. The food business is a wonderful example. I was in CVS last week and was surprised to see a “Keto” meal replacement shake being promoted on an end-cap. On the same end-cap was a vegan protein powder.

Five years ago, I had never heard of Keto. I knew very few vegans. Today, I know people on both diets. If you have an ability to surf the web, it’s been quite easy to take part in the food revolution that’s happening right now in the U.S. And one of the most interesting things about it is that it’s been almost entirely driven by small companies.

The big food business is hurting because it’s struggling to meet the evolving preferences of consumers. Smaller brands have been much more in touch with customers, and as a result, much more innovative with their products and marketing. There’s no disputing this. Many small food brands are crushing it.

And the same trend is happening in retail. Been to a Sears lately? Mine closed. When my wife wants to go to the mall, it’s only because of a product that was recommended by an Instagram influencer (think of Influencers as micro-brands). Usually, it’s something from Madewell. I digress.

Last month, I bought the most beautiful double-walled, glass coffee cups from Fellow, a premium coffee accessories brand that sells online. I had no way of knowing I could enjoy coffee cups this much. This little company knew what I wanted before I did. So like a lot of modern consumers, I took to Instagram to celebrate. I tagged the company. A few friends texted me to ask about them (many of my friends are very into coffee).

So how is it that people can buy the most wonderful products from small, innovative companies in nearly every space, but they struggle to do this in golf? Or is it just that they’ve never heard of all the great small golf companies. And if so, whose fault is this?

It’s true that with enough time the most serious golfers will eventually find out about the best small golf companies. But the problem isn’t that small companies can’t reach the most serious golfers. Many can. It’s that most small golf companies can’t reach anyone else.

Across the board, small golf companies are failing to embrace a strategy that would actually resonate with a sufficiently large audience. In most cases, this is because they’re trying to play the same game as the big boys. They’re obsessed with making products that they can say are “better.” That strategy can only work if you have a lot of money to spend.

When I worked with GolfWRX, one of my jobs was to speak with big and small golf companies and pen articles about their new products. And in most cases, the claims checked out. The smaller company’s clubs were sometimes 10 yards longer or 10 percent more forgiving, etc. as they said.

But I always had a feeling in these interviews and testing sessions that for certain companies, this extra performance wasn’t going to make a meaningful impact on sales. Not enough golfers were going to try it. Not enough golfers were going to talk about it. And the cycle would continue. I watched several of these companies run out of money only to blame “a slow down in the golf industry” for their failure.

What these companies were missing is that having an exceptional product is simply the cost of doing business. It’s not game-changing to make a product that’s as good or slightly better than the big boys. You won’t move the needle with products that are “just as good” but cost less. The only way small companies can make it big is to play a different game, and I believe it’s a better game.

Marketing works best when customers are willing participants in the process, and if you believe that, then the first step is obvious. A company has to find ways to make customers genuinely curious about its products or services. When customers feel this way, they’ll want to learn more. They’ll follow a company on social media. They’ll read a company’s website from cover to cover. They’ll often walk away liking a company so much that they can’t stop talking about it. Not just to their playing partners, but to their brother-in-law. Their friends at work. Their old college roommate. The guy sitting next to them on the plane.

We’ve all had these positive experiences with a brand or product at some point, and they’re magical. It’s exciting to share a great find, even if it’s something as trivial as a coffee cup.

What you’re seeing right now in other industries is small companies that are succeeding because they stand for excellence in a specialized way. To communicate their excellence, they’re not talking at their customers. Their communication feels like an invitation. It feels like the marketing campaign was designed with them in mind. And this strategy is even more effective when the product stands for an idea that’s bigger than golf, which isn’t as pie in the sky as it sounds.

For PXG, it’s status—and a bit of rebellion. For Titleist, it’s trust. And if these companies are doing their jobs well, these big-picture ideas are built into the product DNA—not attached ad hoc when it’s time to sell.

When companies create products that stand for something, it becomes so much easier for them to build authentic relationships with their customers. They suddenly have choices beyond beating their chest about their most recent accomplishment, which rarely works. Think about it this way; when your friends brag to you, you probably want to roll your eyes. When strangers do this to you, you quickly walk away. And when brands do this to you, you ignore them.

I believe that golfers want to change their buying habits in golf as they have in other industries. But they need more small companies to shake things up in a positive way. They’re waiting for the right message at the right time. And because that’s not happening, they can only hear the loudest voices in the room. And it’s a shame.

Zak Kozuchowski is the Founder & President of Rooted Solutions, a golf-focused marketing and consulting agency that has partnered with some of golf's best new brands including L.A.B. Golf, Perfect Practice, JumboMax Grips. From 2011 to 2017, Kozuchowski served as the Editor-in-Chief of GolfWRX where oversaw growth of 325% in unique monthly visitors and architected the company's Featured Writers Program. Kozuchowski is a proud graduate of the University of Richmond (VA), where he played on the golf team (Go Spiders!). He resides in Metro Detroit with his wife and his two young children who continue to prefer Disney+ to major championship coverage. He's working on that.

18 Comments

18 Comments

  1. Lefthack

    Jun 13, 2021 at 9:27 am

    So far I’ve bought from Lazrus and Byrdie Golf Designs, both I think are top notch. I am on the list for a set of Lefty Haywood MB’s at the end of this year. I made a point to try and support smaller companies, especially ones who support the tiny lefty market.

  2. Michael Duranko

    Dec 8, 2019 at 12:25 pm

    Thanks…Interesting comparison and always looking for new, smaller companies.
    But dont the samller guys get bought up by the big companies, like in other industries?

  3. Bob

    Dec 6, 2019 at 2:12 pm

    Arias with their zero offset irons is probably the best new small company around.

  4. JOE

    Dec 6, 2019 at 11:40 am

    The problem is all the smaller companies actually charge more than most of the big names.

  5. Steve

    Dec 5, 2019 at 11:05 pm

    I bought my Piretti putter (Potenza Elite) because I know the owners and wanted something different, and liked the look of the brand. It’s the best putter I’ve ever had by a mile. Golfers should set a goal to have at least one non-major companies club in their bag, just to support the industry if nothing else.

  6. Joe

    Dec 5, 2019 at 8:02 pm

    Can you name a few companies? I don’t mean this in a negative way but which small companies are putting out exceptional products?

    Joe

    • Dennis

      Dec 6, 2019 at 1:08 am

      Single Length is a good example, isn‘t it? Most people only know about Cobra One Length but there are so much more out there: Sterling, Pinhawk, etc

    • MJD

      Dec 6, 2019 at 8:09 am

      There are a few good ones:

      National Custom Works
      Byron Morgan Putters
      Carbon Putters
      Bombtech
      Artisan Wedges

    • Barrett

      Dec 6, 2019 at 1:58 pm

      “Exceptional” is subjective, but I recently found Sub70 and ordered a set of their irons and absolutely love them. Also being able to talk on the phone with their CEO and get advice was great.

  7. DukeOfChinoHills

    Dec 5, 2019 at 7:02 pm

    Zak, in your opinion should smaller brands use/sponsor “influencers” to accelerate their online presence and growth? Or can their product and “brand” speak for itself? On the flip side, don’t you think golfer can see through the overt plugs influencers post?

    • Zak Kozuchowski

      Dec 5, 2019 at 7:28 pm

      Duke,

      Thanks for your question. It’s a good one. A metaphor that comes to mind is building a house. If it’s to stand the test of time, it has to have a good foundation. And that means having a solid brand.

      If the product is bad, it’s like building a house on quicksand. It doesn’t matter how good the branding is. The house will fall.

      Let’s say the product is solid, but the foundation of the brand isn’t strong. If a lot money is spent on advertising (or influencers) too soon, it’s going to be hard for the brand to stand up to the growth. Somewhere cracks are going to form. Sometimes they’re manageable, and sometimes they’re not.

      For our brands, we’re on the lookout for advertising partners and influencers who have organic interest in our clients — something about the brand or product suits their preferences or inspires them in some way. To us, those are the best partnerships — and usually the most successful ones. They don’t feel like plugs; they feel like relationships.

  8. Desmond Grier

    Dec 5, 2019 at 3:47 pm

    Let’s not forget the impact of the golf rules on the small companies. The change in the groove rule required complete redesign of the casting or machining of iron faces. One small company I dealt was looking at millions in new costs. They made a quality iron but had to shut their doors. The groove rule gave the big companies (that change their lines every year for better or for worse, anyhow) a huge leg up on the small ones (and frankly, didn’t change the “smash and gouge” style of the top players a bit).

  9. mattbear04

    Dec 5, 2019 at 2:27 pm

    Not a good comparison. The pie that the big food brands controlled is so large that there is room for disruption with smaller companies making their way. Plus society has shifted and is more focused than ever on food and nutrition, so the industry is in a growth phase again.

    The golf industry as a whole is in a contraction/consolidation phase. Tough environment for a start-up. Has to be a home run or not going to last.

  10. Ronald Montesano

    Dec 5, 2019 at 2:23 pm

    Keto is a diet; vegan/vegetarian is a life decision. Both focus on health, which matters way more to those who opt in than golf clubs or coffee cups.

    Are there more than two types of consumers? The first would be the impulse/curious group; the second would be the loyalists. You need the first to establish the second.

    When Nike dropped out of the hard-goods game, that opened up 10% of the market for smaller companies. Many of them have succeeded, knowing that 1% or 2% is enough to make a fine living. They don’t wish to supplant Titleist.

    Brooks Koepka plays Mizuno. I bought Mizuno irons this fall from my local, independent golf dealer. Did Koepka influence me? A bit. My previous experience with them, moved me away from the Ping irons whose grooves had worn out. I have a friend who purchased Sub70 irons this fall, a complete, online sale. He fits the impulse/curious buyer attribute, while I was more of a returned loyalist.

    I have more thoughts on this matter. Look forward to sharing them.

    • Prime21

      Dec 5, 2019 at 6:02 pm

      who asked this dude?

    • A. Commoner

      Dec 7, 2019 at 7:54 pm

      If of similar vein and fiber, please keep your “more thoughts” secret.

  11. K

    Dec 5, 2019 at 10:33 am

    Good article.
    There are lots of things a couple of the smaller brands could do to get more traction. But my family has to eat too i and charge for info like that.

    You did a great job highlighting the fact that most of these smaller companies know TONS about golf yet know little or nothing about actual business. The fact a few of them are still around should be a sign for the bigger brands to stay on their toes if they dont want to lose market share. Might not be long until another Bob Parsons/PXG shows up and does more damage to their bottom line. It honestly wouldnt be very difficult to take some of Callaways “loyal” followers, eventually taking their spot. I believe they are stagnant and the weakest of the bigger brands. If they dont change a few things soon i would honestly be surprised if someone doesnt take their position in the next 5 or 10 years becoming the next Radio Shack…

    From day 1 Apple hasnt always made the best products (certainly not the cheapest) in their market but they were always one of the best selling. Well least when Jobs was around, now its questionable. That has to tell you something….

    I could go on and on for days about this boring whoever is reading this far but im not getting paid for this so its time to get back to work.

    • Say what?

      Dec 5, 2019 at 6:06 pm

      you could go on and yet nobody would pay attention. Hopefully your real work is better than your commentary.

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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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