It’s been a while since we’ve touched base. In that time a lot has happened at Edel Golf. You’ve relocated from Oregon to Texas. You’ve added a lot of variety to your putter and wedge offerings and really stepped it up when it comes to irons. Tell me a little about the ups and downs of the move and the development path of the new Edel clubs.
Moving to Austin, Texas was a huge move for Edel Golf, my family, and for me on a personal level. I love the Oregon coast as it is one of the most beautiful places on earth. However, running a golf club business on the Oregon coast was very difficult. Moving to Austin centrally located Edel Golf where travel was so much easier and being in a vibrant growing town centrally located between Dallas, San Antonio and Houston gave us a base to expand and grow the brand.
Another factor that made a huge impact was finding an investment group which was based out of Austin at the time. This investment group invested much needed capital and strategies that helped grow other revenue streams other than our base product line of putters. We started making wedges within the first year after moving to Texas and, through that process, we were able to develop and move into the iron category. Having once been involved with Henry Griffitts, I saw a huge opportunity in the iron market that was not being implemented with the large OEMs, not to mention the increase in bottom line revenue as a result. We knew the metal wood market would be difficult to compete against large OEMs that put millions into R&D, but also knew that we could be a force in rest of the bag with in-depth fitting systems and bespoke made irons, wedges, and putters.
I was intrigued to see that Edel has branched out into Single-Length irons. How did that come about?
As a result of machining our own iron heads, a unique opportunity arose with Bryson Dechambeau, who at the time needed to have a custom made set of single length irons and wedges. Bryson had played my putter since he was 11 years old and once he moved to Dallas to attend SMU our relationship blossomed to help him with his special needs. At the time, he was a talented player but I didn’t really see at the time his interest in single length to go where it went. I merely was trying to help a talented young player get the proper equipment to achieve his goals. What happened was a complete surprise to everyone, and I think for him as well. Not that he didn’t think or believe he could do it, just that the 2015 season was truly magical by winning the NCAA National Championship and the US Amateur. His efforts showed that his idea to play single length, which had been done before with Tommy Armour’s EQL single length clubs of the late 1980s, had teeth.
Based on Bryson’s achievements, and the knowledge obtained from trying to make the best possible club for him, gave us the foundation to take our club knowledge to develop the most sophisticated single length fitting model and product line the industry has ever seen. His efforts proved that single length could work for the best players in the world, and moved the concept from a gimmick to reality.
Single length isn’t without its issues, most of which are more mental than physical. Mental…meaning the golf industry and its players are reluctant to change. Overcoming the physical issues are nothing compared to mental change needed for players to take a great idea to implementation. It is understandable…people have been playing years with variable length golf equipment, so moving to a one-swing, single-length concept at face value seems like a huge change. It is actually not, and only simplifies an already complicated game.
Cobra Golf’s entrance into the space was a good thing for us. It showed that a large OEM believed enough in the concept to validate its merits. They also applied much need marketing that small companies like Edel Golf can’t afford. The downside was a result of a rush to market with a non-fitted product that gave many their first attempt at one-length as they call it to be less than effective, especially in the 5, 4, and 3-irons. I knew with such a new and industry-changing concept, if it wasn’t fitted without a superb fitting model and product line, the movement would have its issues. Fortunately for us, we accomplished our goal of a great head design, coupled with Paderson shaft advanced composites and truly great golf club was born.
I was also impressed to see how much work Edel has done to evolve your putter line. How would you sum up the advances you’ve made?
One advancement came about during our move to Texas was our Torque Balance putter concept that evolved into a superb putter fitting model. Torque Balance or toe up tech was a concept I developed as a result of creating a teaching aid that I thought would help golfers with over acceleration issues. It was an adjustable ball bearing system that would allow the putter head to rotate about the shaft in a 360 degree manner. If the player over accelerated the putter, the face wold rotate open and make the ball roll to the right. What I found out astounded me; putters we were making were very difficult to keep from rotating open due to the design and MOI. So, it hit me right between the eyes that regardless of my fitting process I could assemble for the player to aim and weight the putter correctly, this hidden monster of face rotation was a real problem.
Testing other putters that professed face-balance, also showed that the implied warranty wasn’t truly face-balanced. For this reason we developed a new fitting system based solely around Torque Balance or Toe UP, which was industry changing, and gave us a technical advantage over our competitors. The difficulty was making a putter that was toe up without looking funky, something I believe we accomplished.
Another inclusion to our putter line since moving to Texas was our special relationship with Pixl face insert technology. Pixl inserts are 91 hexagons with a special carriage to hold them in place, provides us the largest sweet spot in the industry. This proven technology makes the sweet spot larger because these individual Pixl’s act as independent sweets spots making off center hits roll farther than a solid face.
You know I’m kind of a wedge freak. Just think of me as Lee Trevino without the game. Edel seems to treat bounce differently than other companies. What have you learned that can help the average player’s wedge game?
Our wedge tech has also been transformative to the industry. With the help and collaboration with famed instructor Mike Adams, we developed a wedge fitting model and product line that changed the narrative for the industry. We developed concepts around a wedge with the center of gravity in the middle of the club, where at the time almost all wedges due to their design had the CG towards the heel. We did this by shortening our hosel, and scalloping heel weight and redistributing the weight more towards the toe. We created four grind patterns with heel, toe, trail, and leading edge bounce relief that made the club very versatile for different playing conditions. We developed a unique groove pattern that moved the grooves towards the toe, placing those grooves to the middle of the CG and the total face width. Making all three centers in the same spot. Another advantage to our wedge model was a 25 shaft model that allowed the fitter to change flight and spin numbers to offset launch conditions and spin values that were the result of the new groove changes implemented by the USGA and R&A. As each shaft has different weight values, coupled with length requirements each head would be hand ground to ensure proper swing weights. Our research concluded that low bounce was not advantageous for players, and through countless fittings, higher than industry standards were needed. We developed a bounce system based on width and angle to help the fitters and players achieve optimal turf interaction. So when the industry is moving to lower bounce numbers, we went the opposite direction with our average bounce being the 18 to 26 range, which may sound alarming, but is neutralized by the correct width. We were fortunate to have In Gee Chun win the USGA Women’s Open, and The Evian Masters plus countless other international events. Also, Hoo Joo Kim won the LPGA’s Pure Silk Classic.
As a result of our understanding of bounce in wedges, we applied the same attention to our iron fitting model. Since each player is unique with regard to angle of attach and lean conditions, the most important angle besides lie, was the angle of the bottom of the club that is directly being influenced by the ground. We were the first company to implement bounce angle concepts to all irons, ensure that each player would have perfect turf interaction relative to their motion. Since the shaft in a huge engine to value of the club and as a result of each shaft having different gram weights, we developed an iron that could be hand ground to achieve optimal swing weights without having to add lead down in the hosel, changing the CG. The heads are also uniquely designed to have centered CG which was not talked about until recently.
Since moving to Texas, our clubs have been involved in winning four USGA titles, two on the Web.com Tour and one on the Champions Tour. Currently we have five players using putters on the PGA Tour, and two on the Champions Tour which is quite an accomplishment for a small company. With that said, what we take a lot of pride in the large stable of quality fitters that have made huge a huge impact on the golfers of all abilities to make long-term changes in their games. Tour support is important for the sole fact it validates to the general consumer that your products are good. Our philosophy is we treat everyone as if they were a tour player. We don’t make a club different for a tour player than we do for an average player trying to get better. The concept is no different and when people are spending hard-earned money and time dedicated to playing the game, deserve nothing less than an excellent process and product bespoke made for them. We take great pride in being a steward of the game, upholding tried and true techniques, philosophies, and quality manufacture which over time will ensure our place in the industry, regardless how big we are.
Thanks, David…I’m looking forward to checking out your latest putters and wedges.