Marketing 101: Naming Your Clubmaking Business

signOne of the most important decisions you will need to make when starting your clubmaking or repair business is naming it correctly. You should take some time to formalize who you are. For example, when it comes to a referral or what might appear in a telephone book, local ad or business card, it should be obvious of what you do.

For instance, let’s say you want to name your business Smitty’s, after your nickname because that is how your close friends and family refer to you. Think about this for a few moments, will potential new customers know what you represent? You could be confused with Smitty’s Tavern in the seedy part of town or Smitty’s Carpet who has a bad reputation in customer service in your local area.

OK, now you name it Smitty’s Golf. At least that is little better. But new customers will not know if you are a new miniature golf course, a driving range or if you sell name brand golf clubs, which you might not do any of these things.

If you are building custom golf clubs from component parts, then you need to tell your customers that. Doesn’t the name Smitty’s Custom Golf Clubs sound much more professional than Smitty’s or Smitty’s Golf? If you do any repair, which I hope you do if you are doing any building, you might as well put that in the name as well. Anybody that reads your business card, which now states Smitty’s Custom Golf Clubs & Repair, will know exactly what you do without any explanation. This will help generate sales in the future.

Avoid using catchy phases like Grip It and Rip It. Golfers new to the game may not associate that phase to a golf shop. For all they know you may be in the recycling business or tear things apart. Rick’s Rip It & Grip It Custom Golf and Repair is probably too long when a simple Rick’s Custom Golf & Repair would suffice.

The best thing to do, even if you want to be creative, is to look at your potential name as an outsider or someone totally new to the game. Will they know what services or products you represent? If they do, then the name is settled. If not, then you should go back to the drawing board.

Introducing the New Project X Graphite Shaft

projectXThe Tour’s Secret Weapon Revealed!

In this economy it is hard to fathom that someone is willing to spend a whole lot of money on a golf shaft unless that person is Warren Buffett. But you might be surprised how many core golfers don’t quibble about price when it comes to their equipment.  The newest premium graphite shaft unveiled is the Project X, which on the very day it became available for consumers worldwide, was used by the winner of the Volvo World Match Play Championship at Finca Cortesin GC in Spain.

Who Manufacturer’s the Project X shaft?

Wondering, who makes Project X shafts?  Well, you might have heard that name in steel, but not graphite.  The Project X graphite shaft series is manufactured by none other than True Temper, the world’s number one producer of shafts in the world who use the PGA tour players as their guinea pigs in product development.  True Temper also owns the Grafalloy brand that you might be more familiar with.  But the Project X is positioned as True Temper’s premium line in both steel and graphite and designed for those who will spare no expense in their game.

Gettin’ Techy

I was fortunate to have Tour-like status to test first-hand the new Project X driver before they became available to the public.  You see I get to wear multiple hats.  One is the tech or geeky side that wants to know everything about the product.  From Zonal Design Theory to specifically target and design the tip, mid and butt sections with specialized layers of ultra-high modulus material to cross-sectional stability, a spin reducing tip section, each flex of the Project X is a completely different animal.

This was evident from my preliminary testing of the shafts, that each flex had a totally different set of specification for weight, frequency, torque, tip and butt stiffness rather than just different frequencies of the same shaft profile.  For those fellow techies who analyze all the numbers like frequency, torque, etc., I have one word for you – DON’T!

Quality Range Time

My other hat I wear is the avid golfer – just like you. I headed out to the range with the 5.0, 5.5 and 6.0 flex versions of the driver shafts in the Dynacraft Prophet ICT driver head I have sported all year. Anything more than that would be too stiff for my 100 mph swing speed as I would later find out.  The 5.0 would be a middle of the road R-flex, while the 5.5 would be considered a firm R-flex.  The 6.0 was a soft to standard S-flex in their system.

Believe me I have tried all sorts of shaft and head combos that my game is predicated on my swing – not my equipment.  So I have a pretty good grasp of what type of specifications I can use based on a database of information. The Project X driver shafts might have challenged some of my theories.  The 6.0 model was in similar to specs to what I had been using at least on paper.  The performance was more than adequate and should have been for a premium shaft, but it felt surprisingly firmer.  My only explanation as to why, is most likely the premium materials used in the construction of these shafts.

It was the softer 5.0 flex that I preferred both from a feel and a ball flight standpoint.  There is something about these high end shafts that is hard to put a finger on. The mid 50g weight and very low frequency (238 cpm) would normally be a recipe for inconsistency, but what occurred was just the opposite.  As a matter of fact, all three flexes I tested produced excellent results.  But of special note was the repeated consistency in the ball direction and landing pattern. I didn’t see as many fliers or balls that might have curved as far one way or another as I would normally.

The Real Advantage

This is the reason why the best players in the world want these ultra-premium shafts – consistency.  We all know what consistency breeds and that is confidence.  Heck, they don’t know what they cost anyway since they get them for free.  All they are concerned with is they just want something that will help them perform at their highest level.

For those who have relied on the Project X steel shafts already know how dedicated the True Temper engineers at giving you the tools to perform at your highest level. If you are serious about your game and you won’t settle for anything less, take a look at the new Project X series of graphite shafts.


Project X Hybrid Graphite Shaft $150 each
These shafts are available only through special order

Project X Wood Graphite Shaft $275 each
These shafts are available only through special order

Introducing the Apollo Phantom Steel Shaft

apollo_logoTapered profile, incredibly lightweight

The Phantom is just the first of several new exciting steel shaft models to be unveiled by Apollo Golf. The Phantom possesses a stepless tapered profile to give it an unusually sleek appearance. But this is the new breed in stepless shafts as it is astonishingly lightweight which helps produce its incredible feel.

phantom_shaftThe Phantom is a full half ounce lighter than most stepless designs manufactured today to help generate more club head speed and distance with less effort. The Phantom’s tip section is slightly firmer than shafts of comparable weight to provide added control while producing a mid launch angle. The lower balance point shift more weight toward the head adding a little more head feel without increasing the overall weight of the club.

Manufactured to tighter weight tolerances for increased consistency in flex, the Phantom is available in a combination R and S flex option.

The Apollo Phantom will arrive November 6, 2009 and is priced at $8.25 each.