Headquartered in the suburbs of Chicago, Tour Edge was founded in 1986 by David Glod, a former golf pro at Village Links Golf Club in Glen Ellyn, Illinois. As a young entrepreneur Glod truly believed there was an opportunity in the golfing industry to provide a high quality product at an affordable price. His goal was to change the consumer’s perception of value and quality in golf clubs. He designed his first club in 1987 and never looked back.Tour Edge is an American owned and operated company for more than 32 years. Manufacturing and selling golf clubs under three distinct brand names: Exotics, Hot Launch and Bazooka.
Tour Edge’s new Exotics CBX is the fastest growing metal woods on the professional tours. According to the Darrell Survey, 51 Exotics CBX fairway woods and hybrids have been put into play on the PGA TOUR Champions over the first five events in the young 2018 season. Exotics CBX ranked as the #2 most played hybrid model in the past three PGA Tour Champions events and running.
In conjunction with this major growth on the professional tours, Tour Edge is now heavily advertising their Hot Launch 3 line on Golf Channel and other major mediums. HL3 was designed to fill a niche as the best pound-for-pound technology and performance at a mid-tier price point. With HL3, Tour Edge is marketing the message that every golfer deserves to get custom fit! With their mantra of, “Get fit. Spend Less. Play Better.”
THE GLOD STORY
Tour Edge Golf is in our 32nd years as a golf club manufacturer in 2018. Things have changed a bit over here in the last two years as we are experiencing quality growth. We have implemented some new strategies and brought some key new people on board to help develop this new vision.
We’ve always been known as company who spends their money on materials and not necessarily huge marketing dollars when compared to the behemoths of the industry. But as time has gone on, we’ve shifted our focus to educating the golfing public about our, mid-tier price point Hot Launch 3 product. This was able to happen by letting our tour success and growth on the PGA Champions lead the Exotics messaging for us.
It just so happens that at the same time we have made this switch in marketing strategy that HL3 is the best looking and performing product in a price point no one else can produce. It’s just the perfect storm for Tour Edge to spend on marketing to educate golfers on what we are doing with HL3 and for the tour results to push the high-end Exotics. It is absolutely working for us and leading us into the future.
You wake up in the morning — what’s the driving passion?
It’s really how do we take Tour Edge to the next level. We are in a nice growth pattern right now and a new, focused marketing strategy is leading us to quickly climb the market share ranks.
Vast marketing budgets can influence golfers to stay with the bigger brand names in golf. What are you saying to convince consumers to rethink their position and use Tour Edge products?
For the 1st time in 15 years, we’re advertising on TV with Golf Channel. We are very focused on reinvesting our growth, finding the best mediums to reach our target audience and to spread the word you don’t have to take your kids out of college to afford custom fit golf clubs.
Many companies routinely tour customer service — what’s your definition and the approach taken by Tour Edge?
Our customer service starts with our lifetime warranty. We are the only ones who back up their product like this. I truly believe we are #1 or 2 in customer service in the industry and that’s a big reason why we have been around for so long.
What’s the most important lesson you’ve learned from leading Tour Edge over the years?
Not being afraid to think outside the box and to offer serious technology with a best-in-class price point. Offering technology that hasn’t been seen yet. Being a thriving US owned and based golf manufacturer, you need to be ultra-creative in your approach and try not to just hash out the same kind of product everyone else is putting out. We are proud to offer a line for every player type and budget. That is why we are going after the mid-tier custom fitting niche. It’s wide open for us to be the leaders in this category as everyone else has followed the trend upwards.
On a scale of 1-10 with 10 being the highest — how would you assess the overall health of the golf equipment sector and the overall health of Tour Edge?
I would say the golf industry at 5 to 7, 5 being the last few years and 7 being where we are today. Things are improving and we are improving as a company with a new key staff, and strategies, all of which have led us to our best ever start to a year in our 32 years.
You can change one thing in golf unilaterally — what would it be and why?
Opening the game to more new golfers, I grew up playing as a kid with golf being widely accessible. That’s why Tour edge is a supporter of the First Tee, the CDGA, and the Hook a Kid on Golf program. I’m also a big fan of Drive, Chip and Putt.
Biggest pet peeve is what?
Overly fast market cycles.
What’s your assessment on the call from certain people within golf to have bifurcated rules on equipment for those who play at the highest level professionally and those who play the game recreationally?
I don’t think it’s a good idea to separate the rules. The amateurs look up to everything the pros are doing. To separate the two would be to water down our sport.
In recent years there’s been a growing ascension of golf related activities such as Topgolf, Foot Golf, Frisbee Golf, to name just three. What’s your assessment on their impact in bringing in new players to traditional golf or do you view them as merely fads for the moment?
These alternative golf programs are the real deal and it will benefit courses by bringing new people into the game. TopGolf has been a very big factor in bringing new golfers to the game.
Best advice you ever received — what was it and who from?
Know where you want to be and where you can be as a company. Growing your company too fast can be the kiss of death. 10 years ago we were learning how to survive and now we are learning how to thrive.
For more info go to: www.touredge.com