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Opinion & Analysis

A 2015 conversation with Dean Snell

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In 2015, Dean Snell answered nine questions for our Ronald Montesano, for publication on his site, BuffaloGolfer.Com. As we all know, Snell Golf is still around and succeeding.

Have a bit of time travel with us, as we go back five years and read what Dean Snell had to say.

Dean Snell lists positions with Titleist and TaylorMade golf ball divisions over his 25 years of involvement with the development of golf balls. In 2015, Snell founded Snell Golf, selling golf balls directly to the consumer. He agreed to answer our interview questions, so have a read.

1. Give us an idea of how Dean Snell found golf and how it became the focal point of his professional life.

I actually did not like golf at all growing up.. I was a hockey player my whole life. My first golf experience was when i was playing hockey out in Hershey PA, my dad came out to see me play, and we had a day off, so he wanted to play golf. I rented clubs.. he was a very good player. The first hole I shot my ball so far right, never found it.. he made par.. Second hole I was again way right, in the woods.. when I heard a huge commotion in the fairway.. my dad was also a big boy, and took no crap from anyone… well these two guys were in his face, so I ran across fairway, clothes-lined one guy and we beat the crap out of these two guys on the second fairway. needless to say they threw us off the course.

I asked my dad what happened on the ride home… evidently he was waiting for me in the woods, and the guys behind us hit their ball and it rolled into him.. so he grabbed a 3 wood and fired it back at them… then they came down and it was GAME ON… so i thought maybe golf can be a fun thing after all.. haha..

I was actually working at BF Goodrich Aerospace and Defense in 1990 designing composite parts for F16 and blackwhawk helicopters when I answered an ad for a quality engineer at Titleist… which happened to be in my hometown of Acushnet MA… they sent my resume over to R&D because of the engineering degree and background I had… two weeks later they offered me a job and I started my career in golf.. i didn’t even have a set of clubs…So I got some clubs, started playing and have been hooked on golf since… which makes it easier cause my hockey days are not over…I started working on designing the engineering process to make cast urethane golf balls, and introduced the first cast urethane ball in Titleist Professional in 1994/95.

2. What were the most important lessons you learned while at Acushnet and TaylorMade?

I love both companies… Both extremely professional and very technical… While at Acushnet, I truly had to learn the game of golf.. engineering, performance, what was important, testing, EVERYTHING…. then i began to work with the tour players and developing a good understanding of what they would look for in a design. At TaylorMade it was a complete business start up… They had one ball patent, and didn’t even have a scale to weigh a ball.. so very interesting in building factories, processes, designs, development and complete business practices.. Again, worked very close with tour players and continued to understand what they need and how to make products they eventually would play and win at the highest level. Today, a lot of these players are still good friends and I keep in touch with.

3. Snell has two golf ball lines, the “My Tour Ball” and the “Get Sum.” What are the most important features of each ball?

MY TOUR BALL is a 3-pc CAST URETHANE covered ball..this cover technology has been around since 1994 and I believe nothing will ever replace it.. it is outstanding… allows very soft covers for soft feel, extremely durable urethane and we cast it very thin to allow outstanding short game spin and control…The core is very low compression and FAST in ball speed, which equates to lower driver spin rates and faster ball speeds, both of which make the ball very long off the tee… the mantle layer is designed to control the iron spin… it works with the core on longer irons to keep spin down and prevent ballooning, and then works with the soft urethane cover to create high short game spin and control…LONG, SOFT, ,DURABLE, and spin control… great combo.

GET SUM is made to have low compression, low spin core and thin soft ionomer cover to give very soft feel. This ball is lower in spin, launches a bit higher with all clubs.. great ball for higher handicaps, as the lower spin helps reduce hooks and slices and helps the ball fly straighter… also easier to get up in the air, which is sometimes a challenge…

4. How does a start-up golf ball company hope to compete with established companies, boasting decades of success at all levels of the game?

In all honesty I do not think we plan to compete with the big companies. This is an on line direct to consumer based business where we reduce a lot of expenses and pass the savings on to the consumers… The larger companies will still have the big stores, on course and off course retailers, and even they sell some on line… I am trying to bring the best technologies and processes and performance at a lower price to consumers to help them play more, and want to play more..The way we sell will not be measured in any market share numbers reported by the larger companies.

5. Snell golf has a members forum on its site, for supporters to ask questions, contribute comments and offer opinions. What is the value in dedicating a portion of the site to your customers?

I love education and think that golf is very tough and technical.. I have some good experience and stories over the last 25 years, and if I can find a place to share this info to consumers, I love to do that. anyone can log on and submit any technical questions they may have about golf balls and technology, and I will do my best to give my technical opinion and help them out…

6. Currently, Snell golf balls are available only through the company website. Why is this and will it continue into the future?

We are a small start up… the niche today is selling direct to consumers.. so no big marketing expenses, no big tour contracts, no sales reps, no mark ups… so the balls cost the same to make as other balls, but all the expenses we can save is passed on to the consumers…I have a lot of pro shops call and want to carry… will it ever been seen in pro shops, I am sure it will… but today we have a niche and are not set up to support this type of system. If any pro shop wanted to call and place an order for their club or members, we would certainly take the order and ship out the next day…I have a crawl, walk run philosophy in business… i think if you try to do too many things too fast, you fail. we have a had a lot of requests to have distributors overseas… great ideas, but just not ready to do this yet… LET IT DEVELOP is my favorite saying.

7. How will you measure success for Snell golf balls?

Our plans are realistic and we plan to start small and let it develop… learn and try to do things right. We have target goals to meet in a 3 year plan, and will work hard every day to meet these goals…

8. What aspects of golf ball development and production are most unknown/confusing to the consumer, and deserve clarification?

I think I have two…compression.. people think they have to play a low compression ball to “compress” the ball..not true at all every golfer compresses the ball.. compression is a designers tool that helps us understand spin rates and has a small factor in the overall feel of the ball.. so dont worry about compression.. most balls today have not ratings for a reason.. they are not important… Second is swing speed… in my opinion players should not choose a ball based on swing speed.. if a player picks a lower compression ball based on swing speed, that means he or she is playing a ball that has a lower spin rate… so think about it… you are picking a ball that “may” increase your ball speed by 0.5 mph with a driver.. lets say that did happen.. that means now your 230 yard drive just went 231 yards… so now you are a whopping one yard longer (maybe) and you have to play the rest of the hole with a ball that is made to have no spin or low spin… and where do you need spin the most? around the green…you should play a ball that fits your game around the green.. test several models from inside 70 yards.. chips,… putts, etc.. then dont worry about driver.. they all go about the same distance today… but you score around the green… choose the ball that fits your game where you play the most… not off the tee…

9. What questions haven’t we asked, that you wish we had? Ask them and answer them, please.

Is this a cheap tour ball?

No, I never use the word cheap.. people believe that if the tour ball is cheaper then it is not as good.. i only ask that you try it… I used the same technologies and materials that have been used in tour balls for over 20 years… proven on tour… the performance is there.. the cost is a savings for you to hope you play more…

Will there be any tour players in the ball?

At this point, we have had a few players contact us to play the ball.. unfortunately, as a small start up, we are not paying large tour contracts at this time, and are passing this savings on to you the consumers… I have designed or co designed golf balls for the best players in the world over the last 25 years at both Titliest and TaylorMade, and have a good understanding of golf ball performance, and what it takes to create this type for performance. Golf is my passion today, but hockey is still my favorite sport… even if I have never been successful to tie the two sports together like I had in my first golf experience with my dad.. haha..

We share your golf passion. You can follow GolfWRX on Twitter @GolfWRX, Facebook and Instagram.

1 Comment

1 Comment

  1. Rich Douglas

    Mar 29, 2020 at 1:44 am

    I’ve been playing Snell since the original MTB. I still play the MTB Black. It’s a great ball for about half the price of the ProV1. The only ball I think compares to the Snell is the Callaway Chrome Soft (not the X).

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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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