Nikes Oven

RSS

By Scott MacLeod
Flagstick Golf Magazine/GolfWRX.com

When I first laid eyes on Nike Golf's research and development facility (The Oven) in Ft. Worth, Texas, I could only call myself a skeptic. As a one-time retail golf store owner I witnessed Nike's early attempts to enter the golf industry in the late 1980's and early 90's. It amounted to very little product and product quality. Our customers were eager to involve the familiar swoosh logo into their games but the golf shoes did not meet the expectations people had for the corporate giant.

Welcome To
Welcome to The Oven - Photo: Scott MacLeod (Flagstick)
That experience resonated for quite some time, so even when Nike Golf took on the game with a new focus after signing Tiger Woods in 1996, I felt they had a lot to prove. In golf the true testament to the quality of products is in their performance, and no level of marketing can ever change that. Fortunately, Nike Golf realized that early on and made the acquisition of Impact Golf. The evolution of that procurement is what I found when I returned to The Oven last week. That visit, along with my previous foray, helped me vanquish those early Nike Golf experiences and gave me a new level of respect for its golf business.

That Nike, an Oregon-based company, has its golf brain-trust primarily centered in north Texas says a lot about its employees and Nike's appreciation for their experience.

To get into the golf club business Nike acquired Impact Golf Technologies. The core staff of Impact Golf, a free-agent business who came up with more than 120 club designs for a number of companies, had strong ties with the Ben Hogan Company. They, of course, were known for their craftsmanship and high standards as was the vision of Mr. Hogan himself.

Nike respected that pedigree and when the acquisition of Impact was completed they had no trouble giving in to the demand of Impact to stay close to its roots in Ft. Worth. Thus, a nondescript facility next to a public driving range was created off Interstate 30. And with it the true story of Nike Golf's equipment business began.

The Short Game Facility
The short game facility - Photo: Scott MacLeod (Flagstick)
The Oven has become the basis for Nike Golf's rise into the upper echelon of the golf industry. From there, director of product creation Tom Stites and his team have brought to life a myriad of product designs that have not only captured the public imagination, but more than a few major championship trophies along the way. Last year saw Lucas Glover and Stewart Cink use Nike equipment to win the U.S. Open and Open Championship, respectively.

Coincidentally, just three months prior to Glover's victory Nike Golf had made the biggest capital investment in its history with the expansion of The Oven. To the original 23,000 ft. building, driving range, and test facility, it added more than 26,000 ft. of working space and a 3 1/2 acre short game area.

'We added a lot of additional space to help us function here,' The Oven's host, Matt Plumb, told me while we stood in the test center adjacent to the range. 'We added a lot of additional lab space, a lot of new space in the back of the grind shop and in other areas. It's not only for the tour specific product but for developing the master moulds for products we are bringing to retail.'

The short game area is the most visible change at The Oven. In your immediate eye-line as you enter the parking lot is not only a place for fun but where genuine work can be done with athletes. Encompassing three synthetic greens, a natural grass green, three bunkers with varying style and sand content, and a large variety of tees, there are 318 hole combinations.

'Each of the greens have somewhere between 9 and 13 holes of them so there are infinite shots you can play,' Plumb said. The three-hole complex allows their visiting pro and collegiate athletes to test clubs in a real environment where they can hit shots of up to 135 yards. 'We can take a player out there and work on their wedge grind, loft combinations in terms of dialling in their distances, or specifically (the) golf ball as we start to dial that in. We have spent a lot time fitting golf balls there lately as a result of the new groove changes.'

 

The Nike Golf Oven Build Shop
The Nike Golf Oven build shop - Photo: Scott MacLeod (Flagstick)
Plumb says most of their staff athletes have been through the facility since the changes and they have enjoyed the updates. 'Anything that can help our athletes to perform better they really appreciate.' He adds, 'And for them to be able to come here and work with the guys like David Franklin (putters) and Mike Taylor (grinding - wedges, irons) - people who are passionate about golf equipment and how it performs, is just a special situation.'

 

Plumb makes a great point in that they have 22 engineers at Nike Golf's facility but they also have people with hundreds of years of experience in 'crafting' golf equipment - making sure that not only will the clubs work like they are supposed to, but that they also aesthetically pleasing.

Master putter maker David Franklin, the man behind the new Nike Method putters, put it best when he talked about the place where he creates his short game visions.

'The Oven is not a factory that produces golf clubs, it's a place where people who are passionate about golf are trying to create something better every day,' Franklin said. 'We take pride in everything we do. We want to make products that help the golfer but also inspire them to play. It's a fun place to work and we feed off each other. I think it shows in how far we have come.'

Franklin should know - he was part of the original five-man core of people that came to Nike via Impact.

And what effect does The Oven have on the professional and collegiate athletes who get to visit? Paul Casey has been known to hang out in Taylor's grind shop for hours, just to watch him work. And Tiger Woods, who has meticulous standards for his equipment, puts his faith in product created by this small group of craftspeople.

'When athletes visit here they can't be anything but impressed,' says Nike's college amateur golf manager Cricket Musch as he put me through the paces on the Nike range. 'It changes the way they look at Nike Golf and how we make golf equipment when they see the abilities of the people who work here and what they are capable of creating.'

To that list of athletes you can add at least one golf journalist. The sincerity in which Nike Golf is tackling the golf business has shown through in my two visits to The Oven. They've come a long way from leaky golf shoes.

Having the resources to develop product is one thing but outside of the tools and technology, it is clear that Nike Golf's real focus is on the people who make it golf equipment, and in the end, the people who use it.

The impact of The Oven is not lost on anyone familiar with it. Just ask anyone who's made a visit. The average golfer will likely never get that chance but even when they buy that Nike club off the rack, a little bit of the place, and the people within it, become their golfing allies.