Thanks to Endorsement Golf Science Gets Boost

By Adam BarrOctober 29, 2004, 4:00 pm
Return on investment pops up in the most unexpected places.
 
With all the jockeying for players among the top equipment companies, lots of money is essentially gambled on outcomes that are impossible to control. If a player is always there on Sunday, thats great ' but if he hits a bad patch (for example, as David Duval did), the endorsing company isnt getting exactly the return it wanted.
 
Thats not to say that Nikes endorsement of David is worthless ' far from it. David is generally acknowledged to be one of the nicest, smartest gentlemen in the game, someone you want associated with your brand. And it speaks well of Nike that it is sticking with a player who is re-finding himself, as it were. But would Nike like to see David with a big smile on his face, riding a magic carpet of a three-stroke lead up the eighteenth fairway about 6 p.m. Eastern time on a Sunday? Of course.
 
Still, uncertain as they are, endorsements occasionally create bottled lightning. How would you like it if your product, really a process with many supporters but some doubters, wound up in the bag of the worlds No. 1 player?
 
Thats essentially what happened to Advanced Shaft Dynamics. ASD is one of those companies that orients the shaft in relation to the clubhead, installing it so that the shafts most consistent properties become paramount. Some other companies use the terms spining or puring; ASD prefers locating.
 
Even shaft manufacturers admit that despite precision manufacturing that improves every year, no golf shaft is perfectly round throughout its length. Microscopic deviations persist, and they can affect the accuracy of shots, especially with irons, in this game of inches. ASD claims its process places the shaft in just the right place in relation to the clubhead. First comes analysis, from which scientific concepts such as centroids and the legendary moment of inertia are discovered, then the data is used to place the shafts proper axis in the proper place as the head is cemented on.
 
Its a process that takes some faith, because you really cant see it ' until the shots start landing. Thats what Vijay Singh found out.
 
As we reported in a recent story on Golf Central, Singh figured it couldnt hurt to try the ASD method, so he had his clubs located. And seven of his eight wins this year came after he had the process done.
 
But how did a well-known equipment skeptic come around to the relatively new process? (ASD is about three years old.)
 
I just saw more consistency in the shots, Singh said recently. When the club starts returning to the same spot every time, you dont have to do too much to figure out your mistakes, or why youre hitting it good.
 
Aha. The all-important clubhead squaring element. Everyone who knows anything about the golf swing recognizes a square clubhead at impact as an essential ingredient. For Singh, the ASD experiment has evidently worked.

In business, successful endorsements are an essential ingredient. Phil Talamonti, ASDs chief executive, was always glad to have Singh. The ascension to No. 1 in the World Golf Ranking this year is gravy.
 
Its certainly increased consumer awareness, Talamonti said as he watched Singh practice at the Funai Classic recently. In an industry thats crammed with all kinds of products, its not easy to get your technological story out there.
 
ASD offers shaft locating through authorized regional dealers, so the consumer outreach program is moving along. And thanks to an association with the worlds top player, another element of golf science is gaining credibility.
 
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Woods' 2018 schedule coming into focus ... or is it?

By Golf Channel DigitalDecember 16, 2017, 5:46 pm

Two weeks after his successful return to competition at the Hero World Challenge, Tiger Woods’ 2018 schedule may be coming into focus.

Golfweek reported on Saturday that Woods hopes to play the Genesis Open in February according to an unidentified source with “direct knowledge of the situation.”

Woods’ agent Mark Steinberg declined to confirm the 14-time major champion would play the event and told GolfChannel.com that Woods – who underwent fusion surgery to his lower back in April – is still formulating his ’18 schedule.

Woods’ foundation is the host organization for the Genesis Open and the event supports the Tiger Woods Learning Center in Anaheim, Calif.

The Genesis Open would be Woods’ first start on the PGA Tour since he missed the cut last January at the Farmers Insurance Open.

Rose weathering delayed Indonesian Masters

By Associated PressDecember 16, 2017, 3:52 pm

JAKARTA, Indonesia - Justin Rose held a three-stroke lead after eight holes of the third round Saturday when play was suspended for the day due to bad weather at the Indonesian Masters.

Rose was 3-under on the day and led his playing partners Kiradech Aphibarnrat and Scott Vincent. The Englishman led both players by a stroke after the second round was completed Saturday morning due to weather delays on Friday.

Brandt Snedeker withdrew with apparent heat exhaustion on Friday on the 11th hole of the second round. Ranked 51st in the world, he flew to Jakarta looking to move inside the top 50 by the end of the year and ensure a spot in next year's Masters.

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Lexi (wrist) WDs from Diamond Resorts Invitational

By Golf Channel DigitalDecember 15, 2017, 11:27 pm

Lexi Thompson on Friday withdrew from the Diamond Resorts Invitational, citing inflammation in her wrist. Thompson, who teamed with Tony Finau to finish tied for fourth place in last week's QBE Shootout, said she is under strict doctor's order not to hit golf balls until mid-January.

The Diamond Resorts Invitational is scheduled Jan. 12-14 at Tranquilo Golf Club in Orlando, Fla. The field for te 54-hole event includes LPGA and PGA Tour Champions players, as well as celebrities from the worlds or sports and entertainment.

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Rose leads Indonesian Masters; Snedeker WDs

By Associated PressDecember 15, 2017, 2:04 pm

JAKARTA, Indonesia - Justin Rose completed the final two holes of his second round early Saturday for a 3-under 69 and a one-stroke lead at the Indonesian Masters.

Rose, who had a first-round 62, was among a quarter of the field forced off the Royale Jakarta Golf Club course after weather delays on Friday.

The Englishman, who bogeyed his last hole, had a two-round total of 13-under 131.

Kiradech Aphibarnrat, who completed his 64 on Friday, was in second place.

Brandt Snedeker withdrew with apparent heat exhaustion on Friday on the 11th hole of the second round. Ranked 51st in the world, he flew to Jakarta looking to move inside the top 50 by the end of the year and ensure a spot in next year's Masters. He has been affected by a rib-sternum injury for most of the season.