By Dennis Burkey

"Charge more – give less" – that must be their motto! Read why –

Tim came running in one morning holding a magazine ad, Tim is a good kid. He works in our shop and does a great job. He handed the ad to Dan Bennett, my partner who is in charge of our shop and oversees all our club building; “Mr. Bennett, why don’t we do this? We could make our clubs a lot faster and it would be a lot easier. And you would make a lot more money."

He was showing us an ad from a very big and popular Big Overpriced Club Company. It seems this huge company has gone to a "one-flex-fits-all" shaft for their irons!

First – let me give you a quick thumbnail explanation of shaft flex and why getting the right flex is so very important for you. If you have a fairly fast swing, you need a stiffer shaft to get the clubface square at impact and deliver all the force of your swing to the ball at the exact moment of impact – result, better and more accurate shots. If you have a slower swing, you need a shaft that has more flex; then the shaft will give you more impact force and square the club face at the exact moment of impact – result, better and more accurate shots for you too.

So along comes Big Overpriced Club Company with the cost cutting scheme to make their irons with only one flex!
 

Cut costs, make clubs cheaper, make more money-
to heck with the customer.
That’s what they are doing to you again this time

They just can’t possibly charge any more than they already do for their clubs – they are charging you an arm and a leg now! So they have to figure a way to cut costs – frankly, ripping you is how they’ve decided to do it.

No more choice on flex! No more flex to fit the individual. Slap the clubs together all with the same shaft! That should cut costs and boost profits!

Got that. Your shaft flex. my shaft flex, the 18 year old national amateur champion’s shaft flex, my 80 year old grandmother’s shaft flex, fat Harry the 60 year old 30 pounds overweight barber’s shaft flex and the club champion scratch golfer’s shaft flex are all the same for that Big Overpriced Club Company!

That is beyond absurd! They must really think you are just a sap!

They pay pros millions – they give you the screws!

This company has some very big golf names on their payroll. It was a big deal a couple years ago when they signed a particular golfer and paid him a multi-million contract. It was a big deal when they signed a top lady player to a multi-million dollar contract.

Big name pros play this brand and that makes lots and lots of golfers want to play this brand.

That’s all well and good. But here’s my point. Do you think these big name professional golfers have the same "one-shaft-fits-all" in their clubs! FAT CHANCE! Heck no they don’t!!

What really gets us is the founder of this company is one of the truly great people in the sport of golf. He has Dan’s and my highest respect. I can remember he would walk along with players in tournaments when they were using his clubs.

What they have done to his company now would make him cry.

You decide – but we don’t think it is the honest thing to do

My partner Dan explained to Tim why we will never – never – build clubs the way that Big Overpriced Club Company builds them. I like how Dan explained it in one sentence. “Tim, could we be proud of our work if we took that shortcut and knowingly gave our customers an inferior club?

It is as simple as that. Just because the biggest money-makingest golf club company knowingly makes an inferior club – and just because uninformed golfers buy them by the tens of thousands every year does not make it right.

That is one big reason we ask you a number of specific questions on our order form. From your answers we accurately determine what flex shaft we will use to build your clubs.

Every time Dan and I think we have heard the worst way these Big Overpriced Club Companies can rip their customers they turn right around and come up with new way to stick it to you! I’ll give them this: they sure are a creative bunch when it comes to figuring new schemes to put the screws to you!

Final question: How much longer do you think you should put up with it?