If you’re a golf club geek, you probably know about MOI, COR, COG and all of the other acronyms associated with new sticks and the promise of longer and straighter shots.
But do you know about KZG? I didn’t either until a few months ago. The clubfitter and retailer has flown under the radar in the U.S., with most business coming from overseas. The president of the company, which recently relocated from Los Angeles to Palm Desert, is hoping that the move will help in several ways.
“When we moved our KZG headquarters, we thought it would be nuts not to open our first KZG Performance Center given we were surrounded by 130 golf courses within a 15-minute radius,” KZG president Jennifer King said about the Coachella Valley. “The center is our first effort to cater to the golfing public and has proven to be immediately successful. Many of our dealers from around the globe have already traveled here as we conduct programs for advanced fitting degrees and we also use the center to conduct seminars for the PGA and the golfing public.”
King and her husband, Bruce McKinnon, started KZG about 20 years ago with the goal of offering equipment that was better than what was available from most retailers. That meant not marketing to the masses and working with golfers looking to get better. But while that focus was tight, the fitting end of the equation went global, with just more than 80 percent of KZG’s business coming from international dealers. The main reason, King said, is the marketing angle here compared to the performance focus there.
“It’s sad to say that so much of the U.S. market is based on price or advertising buzz,” King said of club sales. “Most retailers in the U.S. are basically selling as cheap as they can and, if the golfer tells the retailer I want what Jordan Spieth or Adam Scott is playing, they’re happy to sell it to the golfer for a quick profit. But how many golfers can actually play the same clubs as these touring pros? Virtually none.”
That’s why King says it’s important for players of all skill levels to get fit.
“Every great player and great coach will tell you that clubfitting is absolutely mandatory for all golfers,” she said. “A new golfer has the best chance of continuing in the game if they are fit from the start so they can get their groove in a natural swing with a natural stance. … They don’t need 14 clubs to start, but they do need the right clubs for their size, strength and their level as a beginner.”
King also surmises that many mid- and high-handicap golfers have developed poor swings because of improper equipment. But if they change, the results could have a positive affect throughout the golf industry.
“If you can adjust their swing patterns with properly fit clubs, you may have to make the adjustments gradually so they can work into the clubs for their new swing,” she said. “And as they improve, they enjoy their game, take more lessons and play more rounds.”
With four master clubfitters on staff and all fitters being players, King said the personal touch at KZG is a big factor in its business model.
“Our fitters take the time to explain each step in the process,” she said. “They will also take as much time as is needed to assure a perfect fit. Ninety-five percent of the time golfers buy the recommended clubs as they are blown away by the increased distance and tighter dispersions.”
Still, being a relative unknown in a huge industry can be daunting. But King said KZG won’t alter its focus, no matter the temptation.
“When we started out, we said we would only offer product that was demonstrably better than what was offered by the big brands, and we have not faltered from that commitment,” she said. “We listen to our network of professionals and have a wide spectrum of models, but our fitters are constantly letting us know if they need something a bit different. It’s so important that we work with these professionals that are working face-to-face with golfers. They see and hear what the golfers need. … We will continue to listen to our dealers and introduce products that offer ‘steak’ rather than ‘sizzle.’ Our center’s mission is to grow the game, one golfer at a time.”
