Haney partners with Pure Grips

• By Ryan Ballengee
• Jan 10, 2012 8:20 PM ET

Pure Grips founder and CEO Wes Brasher found a partner to share his excitement for his brand. Hank Haney has an equity stake in the business and will be used extensively in marketing the product.

"We were using them at my facility in Dallas," Haney said in an interview. "My partner Steve Johnson told me about the grips we had and were selling. I wasn't that familiar with the company, but during one of the golf days, we were putting the grip on for people for free. I saw it and thought, 'Man, this is cool.'"

Pure Grips are seamless and installed with an air compressor, instead of with tape and epoxy. They can be used immediately after installation and readjusted with no wait time. In an age of increased equipment customization, Brasher believes Haney's teaching background is a huge asset. Haney is an advocate from experience.

"Everyone likes the feeling of a tacky grip. After a month or two, my old grips always felt like they were getting slick, or a little harder. I'd clean them and they still wouldn't feel like they did two months ago," Haney said. "With the Pure Grips, they stay the same and last so much better."

The grips are guaranteed for a year, which Haney believes appeals to a diehard who might have to change grips often. Brasher believes the concept appeals to consumers and equipment makers.

"We had a really interesting conversation with an OEM in Carlsbad, a few weeks back, where they said, 'Our driver has as much as 120 degrees of adjustability, and if you have a seam or a logo on your grip, it looks really bad when you twist it,'" Brasher said. "The fact that we can design a seamless rubber grip no matter how you orient it, it makes us an optimal company to work with."

Negotiations continue with several American manufacturers, and Brasher hopes to have a deal with an OEM for 2013. The volume from an OEM would give stability and cash flow to allow Brasher to market to a niche audience.

"At this point, I don't need five large OEM customers. I couldn't handle it anyway," Brasher said. "I need one or two really good, deep relationships to help us on this path we're on."