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How Kings Are Made: The Next Big Little Thing On Tour

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If you are a frequent visitor of GolfWRX, you are probably a golfer on the constant search for an edge on the course. You peruse the different forums anxiously hoping to find that some little thing that you’ve convinced yourself will make the difference in your game. I know this because I’m wired the same way.

I’ve spent countless nights huddled up in the dark corners of this website reading, rereading and reading again some fresh insight on Ben Hogan’s “Five Lessons” that has me convinced by morning that I’ve figured out “the secret.” I’ve dedicated as much time to analyzing what Oakley lens is best for my sunglasses (G30 non-polarized by the way) as I did preparing for the SAT.

I’ve read reviews on golf bags, balls, clubs, shoes, shirts, pants, hats, belts, instructors, practice facilities and even sunblock (Banana Boat Sport Performance UltraMist seems to be a popular choice). The point is that I, and presumably most of you, partake in this excessively analytical and borderline obsessive-compulsive behavior for a very basic reason: As long as it’s within the rules, I will take advantage of every edge, no matter how small, if it helps me on the course.

With that context in mind, I would like to introduce you to a new product that could soon become the primary return when we inevitably search for “Best on-course snack:” KingMade Jerky. Now I’m guessing some of you may have already heard about this product either by reading through the GolfWRX thread on it, or Alan Shipnuck’s in-depth look at the company’s founder and backstory on Golf.com: http://www.golf.com/tour-and-news/tour-caddie-jeff-king-turns-pro-beef-jerky-business.

Rather than rehashing the content that is already out there (the thread is a great source for reviews and the column serves as an excellent primer on the company), I instead want to focus on the marketing hype surrounding KingMade Jerky and how it has the potential to turn into a hugely profitable operation.

When I think about the psychology behind marketing products to golfers, there are generally two very distinct strategies that have both proven to be effective in their own unique way, and I believe KingMade Jerky is in the rare position to capitalize on both of them. For lack of a better phrase I’ll call the first strategy “Play what the pros play,” which is based on the very basic principle that we, the consumer, will want to use the same product as people who are better than us, thinking “if it’s good enough for them then it’s certainly good enough for me.” This strategy is the very basis of sports marketing. It’s the reason why Jordan brand is so successful, the rationale that children use when they beg their parents to spend $200 on a pair of Lebron’s. To be perfectly honest, it’s also 100 percent the reason I own the same irons Tiger Woods players, a set of Nike blades.

Tiger King Made jerky

As it relates to golf and specifically this website, it’s the underlying principle behind having a forum like “What’s In The Bag,” we may not always buy exactly what the pros play, but we still want to know what the “best of the best” are using. The club companies and equipment manufactures are well aware of this fact and they understand that by attaching themselves to successful tour players they are essentially buying credibility with a large portion of the consuming public.

I say “large portion” because GolfWRXers and other like-minded consumers tend to be less inclined to buy into the marketing hype and more likely to be skeptical of the inherent problem with paying players to use a certain products:

Is the athlete endorsing this product because it’s actually good, or are they simply doing it for the money?

More often than not, I think we can all agree it’s the money and not the efficacy of the product that serves as the driving force behind the large majority (read: 99.9 percent) of athlete endorsements. In light of this inescapable reality, the discerning consumer must turn to another resource to determine which product they should buy, which brings us to the second marketing strategy: crowdsourcing.

For those of you who are unfamiliar with the term, “crowdsourcing” is the process of obtaining information about something by soliciting opinions/reviews from a large group of people. Examples of crowdsourcing include going on to Yelp to read reviews about a restaurant/hotel you plan on visting, checking out IMDB or Rotten Tomatoes to see what others think about a certain movie, and even logging into GolfWRX and (as I previously mentioned) researching what others believe to believe to be the best sunblock for the golf course.

While “play what the pros play” is dependent upon hype and big budget ad campaigns, crowdsourcing is a strategy that involves a conscious decision to eschew that traditional marketing model. Rather than relying on celebrity endorsements, crowdsourcing simply focuses on creating a great product with the hope and belief that enough positive reviews (on sites like Yelp, IMDB and GolfWRX) will yield a groundswell of popular support that will allow the product to earn the credibility that it needs without allocating a king’s ransom toward its marketing budget. Now that we have positioned the two strategies and shown how they both coexist in today’s marketplace, let’s think for a moment about how they specifically relate to us here on GolfWRX and what it means for KingMade Jerky (I promise you I’m getting there).

Humor me for a moment and engage in small exercise that I think will help make my point. (If you’re not already doing so) I would like you to take a second and picture the different assortment of clubs in your golf bag and think about how you came to the decision to buy each and every one. Why did you buy that driver? Was it because of the commercial that promised 16 more yards? Was it because you saw you’re favorite player using it? Maybe you took a bunch of different ones to the range/launch monitor and this one simply performed the best.

How about those irons? Were you sold by reading the glowing reviews of other GolfWRXers? Did Joe Kwok (whom I can’t say enough positive things about) fit you for them? Or are you a simply a brand loyalist who would never use anything else?

What was the thought process behind your wedges? Are you a Bob Vokey/Roger Cleveland disciple? Did you decide to stray from the pack and pick up a customized set from Scratch (no pun intended)?

And what about your putter? Did you buy a Scotty Cameron because that’s what all the good players at your club use? Or maybe you were looking for something cheap and you found a great deal on BST/eBay? Whatever the case may be (and believe me I’m not judging anyone here), there was definitely some sort of thought process that went into each of those decisions and, whether you like to believe it or not, they were all somewhat influenced by external forces ranging from big-budget ad campaigns to a simple user review. All of which brings us, at long last, to the topic at hand and how I believe KingMade Jerky can capitalize on all of this in it’s pursuit of becoming a profitable company.

First off, let’s tackle “play what the pros play,” or in this case, “eat what the pros eat” and understand how KingMade fits in here. If you follow golf closely and you are a one of the millions who use social media as a vehicle to connect with your favorite golfers then more than likely you have come across tweets such as these:

Cleveland Tweet
Fowler Tweet
GMac Tweet
Greg Moore Tweet
Harry Arnett Tweet
Horschel Tweet

Furthermore, aside from the names listed above, our own Greg Moore has noted in the KingMade GolfWRX thread that other notable names such as Tiger Woods (who reportedly ate a whole 1 pound bag over nine holes at Firestone), Joe LaCava, Matt Kuchar, Scott Brown, Luke List, James Hahn and Scott Stallings all eat it as well.

Initially, the skeptic in me wanted to think that the buzz was a result of the fraternity-like bond between Tour players and caddies. Since KingMade was created by a PGA Tour caddy, weren’t all these guys just looking out for their own and trying to help out one of their buddies? But at a certain point the evidence becomes too overwhelming. I’m not saying these guys are greedy (I would be the exact same way), but it usually takes pretty decent sized check for PGA Tour players to so enthusiastically endorse a product and then broadcast their support to the hundreds of thousands of people that follow them. In this case, and we have to take them at their word, it appears that KingMade jerky has been able to accomplish the “holy grail” of celebrity endorsements: getting them to do it for free.

Just think about how much more powerful the message becomes once you know that these pros aren’t being paid for their support. In fact, let’s juxtapose KingMade’s marketing message with what I believe to be one of the more poorly conceived corporate partnerships on tour: Jim Furyk and 5 Hour Energy.

Sports Business Daily estimates that 5 Hour Energy pays Furyk somewhere in the range of the “high six figures to low seven figures” to feature their logo on his hat. While I certainly understand the rationale behind getting the air time that goes along with being affixed to a prominent tour player’s head, I think you’d be hard-pressed to find a consumer who walks into a convenience store looking to buy 5 Hour Energy simply because Jim Furyk uses it (if anything I think it’s had the opposite effect as I’m sure most of us have heard some variation of the “I bet he wishes it was 5 1/2 Hour Energy” jokes after one of Furyk’s unfortunate late-round collapses). The point is that when we watch Jim Furyk in one of those goofy commercials, we know he isn’t endorsing the product because he really loves it. He’s doing it for the money, which is totally fine except for the fact that it devalues the message.

On the other hand, we have KingMade jerky, whose message and credibility becomes exponentially more powerful with each and every uncompensated celebrity endorsement. It’s an important distinction that may go unnoticed at first, but one I’m sure Jeff King and his team are profoundly aware and appreciative of it. While it appears KingMade has already achieved and presumably exceeded their goals as it relates to “play what the pros play,” in order for them to capitalize on that success they are going to need to experience similar success in the realm of crowdsourcing. As of this writing, KingMade currently has 678 Twitter followers, 851 “Likes” on Facebook, and a 77-post thread on GolfWRX with user reviews ranging from: “This is by far the best jerky out right now,” to “Well worth the price” to “A bit underwhelmed….sorry but not as good as advertised.”

Clearly this is the space where KingMade needs to make up the most ground. Obviously no product will ever be able to garner 100 percent support from 100 percent of consumers, but they definitely need to do everything they can to expand their reach (particularly on social media) so that there are more mouths to spread the (hopefully good) word.

While I have never tried the product and therefore I cannot speak to whether or not it lives up to the lofty expectations set by the tour players we just talked about, I will tell you that this is not a company that I would bet against. For starters, I don’t believe that that many influential people would go out of their way to support a product (or a friend) for free without truly believing in it. So with that in mind let’s work off of the premise that KingMade has managed to create a very solid product.

Here’s what I see happening in the coming months: We will continue to see PGA Tour players and influencers tweet about the product as they continue to try and help out a member of their fraternity and that will continue to build the brand’s awareness certainly among hard-core golfers and eventually among more casual fans as well.We will also start to see KingMade popping up on the television coverage every once in awhile, may in the way of a player’s towel as seen here:

A Kingmade Jerky towel on PGA Tour player Scott Brown's bag.

A Kingmade Jerky towel on PGA Tour player Scott Brown’s bag.

Or perhaps we might even catch Tiger, GMac, Rickie, or Kuch devouring a bag during a stoppage in play. The more examples we get of this, the more you are going to see people Googling “What was Rickie Fowler eating on the seventh tee” or tweeting at Golf Channel’s Tiger Tracker asking him, “What was that snack El Tigre just pulled out of his bag?” These may seem like trivial examples, but in this day in age it’s how nascent brands with little-to-no advertising budget get built. Outside of the PGA Tour, I think you are going to start see “in the know” golfers breaking out bags of KingMade at your local course, which will inevitably lead to questions from the rest of the foursome, a sample piece or two, and if it’s agreeable to them, a new customer.

If you consider yourself a “stick” or at least someone who wants to look like a good golfer, think about how quickly some other similar products have spread like wildfire and become ubiquitous at amateur tournaments. Have you ever seen a commercial for how driveway markers can be used as alignment aids? I doubt it, but you have seen tour players and other really good amateurs with those orange rods sticking out of their bag, so you went and got one too (I know I did).

What about Amino Vital energy drink? I’ve personally never seen the product advertised on television, but I went and bought some because I saw it all over tour player’s towels and I wanted whatever edge they were getting. How about something as simple as the “Player’s Towel”? Up until a couple of years ago, all the good players I knew were still using those cheap hotel towels. You know, the ones that are a little shorter than normal with the little lines in them. Then, all of a sudden, I played with a guy in a  tournament who was using a Player’s Towel. I thought it looked cool, so I asked him about it and then went and bought one. And I wasn’t the only one. The next thing I knew, they were everywhere. It’s a fascinating cycle where these smaller, usually more expensive, boutique-type products basically go viral within the golf community and they blow up and become profitable companies.

One of the best parts of being a member of the GolfWRX community is having the ability to learn about these companies in their infancy, watching them grow up before your very own eyes and rooting for the good people behind the scenes during the entire process (and let’s be honest it’s also fun to be the guy in your group whose always ahead of the game, like getting in early on a successful IPO). Off the top of my head, besides the ones I previously listed, I can think of several examples of companies like these who have gone on to experience some serious success in the industry: Byron Morgan, Scratch, KBS, Jones Golf Bags, Stitch and Iliac Headcovers… the list goes on and on.

KingMade is easy to dismiss because it’s “just” a snack company, but if we are willing to invest the time and energy to find the right Oakley lens or best sunblock, shouldn’t we care just as much about our on-course nutrition? If I was a betting man I’d wager that we will. In the eternal pursuit of every edge, there is no detail too small and no rock that should go left unturned. If I’m going to have a snack on the course, then I want to have the BEST snack. And if KingMade is as good as they say it is, then I’ll bite, hook, line and sinker.

To paraphrase the motivational speech that Al Pacino delivers toward the end of Any Given Sunday, life (and golf) is a game of inches, which is why it’s time for me to wrap up this column. The UPS guy is at the door. He just arrived with my sample pack.

Jack McAuliffe is an aspiring golf everything: writer, agent, marketer, even player…really he just needs a job. He also runs TheGolfDog.com and you can follow him on Twitter at @ElNino22.

14 Comments

14 Comments

  1. Vonny

    Sep 23, 2013 at 4:27 am

    Great article……Congratulations Jeff on the best beef jerky ever!!

  2. matt

    Sep 21, 2013 at 8:04 pm

    it was 48.00 for 6 1 pound bags..so really not that expensive, I would like to try some.

  3. Christine Benko

    Sep 21, 2013 at 8:18 am

    I loved this article! #kingmade jerky is definitely set up for success! Great product, great marketing, and a fast growing group of followers/spokespersons!!! Couldn’t be more proud!! And, for the record, “these guys are good” and this jerky is good!!! I was “hook, line & sinker” and they had me at bag #1!

  4. J

    Sep 20, 2013 at 11:32 pm

    Yup. Sure did.

    We REALLY needed yet ANOTHER article about beef jerky.

    Thanks.

    • Nick

      Sep 21, 2013 at 12:14 am

      Thought it was a great article. Jeff is a great guy. He’s not sponsoring any of these guys to eat it or support it. Guys on tour are eating it bc it’s that dam good. Funny guys on here will spend $6.50 for bad tough jerky but won’t spend an extra $1.50 for the best jerky you’ll ever eat. It’s tender, flavorful and very healthy for you. Why not give it a try before you bash it. Eat what the pros eat! #crushbags

      • J

        Sep 21, 2013 at 12:31 pm

        Wasn’t bashing the Jerky.
        Pay attention.
        We didn’t need another promotion for this beef jerky. There has already been articles about it. Don’t need it shoved down our throats repeatedly.

        • Nick

          Sep 21, 2013 at 9:51 pm

          This is a forum that’s what things like this are for. There’s a hundred topics on Cameron’s, vokeys,Tiger, taylormade etc,. Why can’t there be multiple topics on beef jerky made for and by golfers? I think once you try it your opinion might change. Give it a try go #crushbags

          • J

            Sep 22, 2013 at 1:44 pm

            Once again. Not the jerky. I have tried it. It’s jerky.

            And your right, hundreds of articles about all kinds of things golf.

            This isn’t SnackWRX.

            It’s shameless promotion for a company that doesn’t pay to be a sponsor. Period.

    • John

      Sep 24, 2013 at 6:45 am

      I bet you have a ton of friends that love being around you…

  5. Cdubs

    Sep 20, 2013 at 7:42 pm

    $54 for a 16 oz bag!!!

    • nip

      Sep 20, 2013 at 10:57 pm

      only us ‘pro-business’ golfers can afford it. lol

      outta my grad student budget.

  6. K dubb

    Sep 20, 2013 at 3:13 pm

    Well that was different, so is this jerky available in North Texas?

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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 realistic opportunities. Later, when I tested the “80%” idea with a radar, it wasn’t 80% at all. For me, and for most golfers I’ve tested, it was more like going above 92 to 96% of max before full swing control started to noticeably drop off.
If you want more distance, there are swing technique changes that can help. See my author profile for previous articles. Technical changes can be dangerous to play with, though. A lot of golfers want consistency too, and it can be disruptive when you constantly change swing thoughts and mechanics.

The low hanging fruit is usually custom fitting, as mentioned above.

From there, if you have a big banana ball swing that’s fairly reliable but you just need more distance, consider swing speed training at Swing Man Golf. If you’re starting from zero, the first level program using driver swings, a radar to measure speed, and simple resistance bands can move the needle quickly to the tune of 12 to 16 mph and 30 to 40 yards, plus what you gain on iron distance as well.

Strategy matters too. For a golfer shooting in the 90 to 100 range, I’ll share a demo I’ve done when golfers have hired me for their golf vacations. I’d play at average golfer speeds and distances, hitting a smooth hybrid off the tee, maybe 190 yards. I wouldn’t aim at the fairway. Instead I’d aim between the biggest trouble, like the center of the tree line. Then I’d cruise a 6-iron about 160 to a safer area short of greenside bunkers or other major trouble. From there it might be a wedge or a simple pitch, depending on hole length. Go middle unless you are almost 100% confident you will keep it on the green by aiming closer. Then it’s a lag putt for par, followed by a tap-in.

It’s not flashy, but if you want to break 90 or 100 more regularly, something that keeps you out of big trouble like this can be super effective.

This is also where a playing lesson can help. If a coach tells you what to do and where to aim, you’d be surprised at how many shots can get dropped just having the coach be your decision maker until you get the hang of it. In some of those cases, you don’t even need to make much if any technical changes. You might already be there with a playable swing. It could just be better decision making that gets you around the course with a lower score.

Okay, I hope something here was useful for you.

Thanks for being with me all these years, and I wish you and your game the best.

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