In the history of the game there are certain names that need to be a part of it. Names like Old Tom Morris, Bobby Jones, Sam Snead, Byron Nelson, Arnold Palmer and Ben Hogan. Every one of them no longer amongst us but their names and legacies still live on.

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I want to talk about the latter of that legendary list up above. Ben Hogan. We know a lot about him. Of course, his swing is what we recognize mostly and perhaps his driver’s cap. We also know him because he came back after a horrific car crash and would later win the 1950 U.S. Open some 11 months later. However, what we often forget was that he was an entrepreneur and that he wanted to start a golf club equipment company. That very thing would happen after Mr. Hogan would “pen” a letter confirming rumors stating his intentions. That letter seen below was dated October 5th, 1953.

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That letter was the beginning of something beautiful. Mr. Hogan would create some of the most iconic irons that we’ve seen to date. Models like the Apex, Apex II, Medallion, Edge, and Radial to name a few. Mr. Hogan would pass away in 1997 and what was once a maker of the finest golf clubs simply strayed away and drifted into the fading sunset. Eventually to all but disappear from the golf industry. The brand saw a carousel of ownership that included Top-Flite and it was in 2003 when Callaway Golf bought the name. In 2012, the name would be sold to Perry Ellis International who produced apparel, accessories and golf balls under the name. The name lived on but the premium golf equipment did not.

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Ben Hogan Golf Equipment as we know it in 2019 surfaced when a long-time admirer and fellow Texan Terry Koehler (formerly SCOR Golf) approached the president of Perry Ellis about purchasing the name. Mr. Koehler was intent on starting a line of equipment bearing the name. The transaction took place, the name was resurrected and the company launched in 2014. At the 2015 PGA Merchandise Show it became official. Like a “Phoenix” rising from the ashes Ben Hogan Golf Equipment was back bearing a line of beautiful irons (Ft .Worth 15) and the TK 15 wedges. The following year the company brought along the VKTR hybrid, PTX irons and the Ft. Worth HI irons. I was more than happy to cover all of the above in 2015 and 2016. These irons were gorgeous and performed. Mr. Hogan himself would’ve been delighted that these clubs would bear his name.

This background leads us to what the real point of this article is about. As I’ve elaborated  in other articles…golf is at a weird crossroads. Instead of it truly being about the products themselves the equipment has gotten to a point where the retail prices have become somewhat astronomical. It seems that prices are a large part of the golf dialogue. To seal the deal regarding the high prices you have to factor in that your local shop pays a wholesale price per product and they have to see a profit on the goods. It’s business. Depending on where you live and what kind of course it is the mark-ups for profit margin can be anywhere from 15% on some things to as much as 35%. I kid you not because having been management and a Director of Golf Services at a course I’ve budgeted for Pro Shops and seen the wholesale prices. This is where the beauty and genius of Ben Hogan Golf Equipment enters the fray.

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If you were to walk into your local golf retailer and wanted to purchase a Vokey SM7 wedge what would that cost you? Maybe $150.00 USD (more in Canada with the exchange). How about a new Mack Daddy wedge from Callaway Golf? Likely about the same and what about a new Cleveland Golf RTX-4 wedge? It’ll be a tad less… say maybe $135 USD. Out of the wedges that I just mentioned how many are forged? Now you have a case like the Ben Hogan TK 15 wedges or the Equalizer wedges. These are forged from 1025 Carbon Steel. Right away you have higher quality materials for manufacturing. They feature high quality steel shafts (KBS) and top of the line Lamkin Grips. One other thing, about the Vokey, Mack Daddy or RTX-4 mentioned above. What if you wanted graphite shafts? There’ll be a slight upcharge. With Ben Hogan there isn’t because steel or graphite will cost only $75 for TK 15 or $100 for the Equalizer. So I challenge you to find wedges of the same quality for that price. But…How do they do it?

***No retail mark-up!!!

Ben Hogan Golf Equipment only sells to consumers. There is NO middleman (hence retailer) and they are only available on-line. Instead of paying for profit margins and excessive marketing campaigns golf consumers get high-quality golf equipment from Ben Hogan at factory direct prices. Ben Hogan Golf Equipment knows all too well that the cost of purchasing equipment has gotten too expensive. Because their costs are less so to are their prices. For example, the VKTR hybrid is $135 USD. A 7-piece set of their Edge irons for graphite or steel is $735. Remember these are forged irons!! The classy and elegant PTX irons are a little bit more at $770. Now compare these to any of the others in the industry and you’re paying several hundred dollars more. Almost to the point where you could buy the set and add in 3 wedges and maybe a hybrid for the same price or less than what you paid for the Mizuno, Bridgestone, Srixon or Cobra irons.

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If you’re really concerned about your needs and fitting don’t be. Maybe you already know your specs. So if you need them adjusted 2* flat or a 1/2 inch longer it’s not an issue. With all Ben Hogan Golf clubs length, lie and now loft customizations are available at no charge. Another advantage to Ben Hogan Golf  is that their clubs are all handcrafted with no mass production. If you don’t know your specs there are resources on the internet or visit your local fitter. Either way, you can feel safe and secure knowing that one way or another you can be fit into a set of clubs without breaking the bank.

Ben Hogan Golf. I absolutely love the direction that you’ve taken. I also love what you’re doing down in Texas. Your model is a fresh breath of air.

I sincerely hope that more golf consumers look at Ben Hogan Golf. Their equipment is classy and timeless and is at the highest of quality. All of this at the lowest price point in the industry. Stay tuned for more on Ben Hogan Golf as I’m in the process of testing the Equalizer wedges for review. So far I cannot say enough complimentary things about them.

Until The Next Tee!!

#FightAndGrind #SeeUOnTheNextTee

 

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Company Honors Hogan by Showcasing 1953 Letter Introducing his Company & Commitment to Golf Clubs

That Offer “… the best performing design, the best feel for contacting the golf ball, and the best eye appeal”

 

Fort Worth, Texas – October 5, 2018 –  When legendary golfer Ben Hogan founded his equipment company on October 5th, 1953, he backed his brand by saying his products would offer “… the best performing design, the best feel for contacting the golf ball, and the best eye appeal.”  Today, 65 years to the day after Ben Hogan launched his brand, the Ben Hogan Golf Equipment Company (BHGEC) is celebrating the anniversary of one of golf’s most iconic names by showcasing the original letter from its namesake speaking to his vision for golf equipment innovation, while reaffirming the Company’s commitment to deliver the same quality products that Mr. Hogan promised.

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“Ben Hogan entered the equipment business with the same singular focus that drove his success on the golf course,” said Scott White, President & CEO, Ben Hogan Golf Equipment Company.  “Mr. Hogan was obsessed with precision and perfection, and he made it his mission to design and build the finest golf clubs ever made. Today, the Company Ben Hogan founded remains more dedicated than ever to his vision.  We don’t take our responsibility of upholding Mr. Hogan’s legacy lightly.”

White adds, “We’re confident Mr. Hogan would be proud of the modern-day forged irons and wedges that bear his name, which are born using his renowned club making philosophies that have endured for decades.  We also think he would be elated to know that serious golfers can purchase hand-crafted, custom-made products directly from his company.  Mr. Hogan was an innovator … and a shrewd businessman.  Being able to offer golf equipment of exceptional quality without retail mark-up and obscene profit margins is good for golfers, and it’s an idea Mr. Hogan was passionate about.”

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Today, BHGEC is experiencing multi-million dollar sales growth thanks to its unique direct-to-consumer business model that has generated strong demand among serious, committed players for custom, hand-crafted forged irons and wedges, plus hybrids, utility clubs and Tour-quality accessories. Heading into 2019, the Company is planning the roll-out of several new product lines, which includes entering into some new product categories.

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Adds White, “We have been methodical in developing and executing our direct-to-consumer business model. Now that this strategy has proven successful, we are moving forward with the next phase in our plan. Entering additional product categories is exciting for us but, as always, we won’t do so until we have a product worthy of Mr. Hogan’s signature. That is why we wanted to re-release Mr. Hogan’s founder’s letter and let golfers know that we remain firmly committed to his mission.”

 

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Until The Next Tee!!

#seeuonthenexttee #fightandgrind

Over the last several years (since 2015) there have been a few iron sets that have been standouts. A few of these were sets that I would game in a heartbeat. The Ft. Worth 15 irons from the Ben Hogan Golf Equipment Company are on that list.

There was a lot about them that I liked. Yes they performed well and yes the soles were so ominously narrow. Make no mistake about it… the Ft. Worth’s had forgiveness and I really liked the “scallop” on the rear of the head. When the ball left the face you were able to feel the “muscle” of  the Ft. Worth 15 irons.

In a press release shared by Read The Greens Golf Media the Ben Hogan Golf Equipment Company announced that they have released a new Ft. Worth iron… this time in black. The original Ft. Worth irons were stunning but these new irons look electrifying. I love the black heads and the paintfill really adds an aesthetic pop (as seen in the pictures). When it comes to irons and wedges I always love how a black finish looks. However, after some use they start to look shabby. The question that I have about these irons is simple. How durable is the finish?

Please read the press release below for more details.

Fort Worth, Texas – May 1, 2018 – Ben Hogan Golf Equipment Company, LLC, manufacturer of premium golf clubs, golf bags, and accessories adds the new Ft. Worth BLACK Iron to its ever-growing 2018 product line.  The new Ft. Worth BLACK Irons were developed as an extension to the highly successful Ft. Worth Irons.

The original Ft. Worth Irons were introduced in 2015 and are recognized for their feel, consistency and accuracy as well as forgiveness in a traditional blade design. They incorporate a number of technologies and engineering designs to provide the highly accomplished golfer a new level of performance.

The new Ft. Worth BLACK Irons are designed for the proficient player and employs many of the same technologies as the original Ft. Worth Irons, but with added features and improvements like the durable Diamond Black Metal (DBM) coating, optimization of the Dynamic Progressive Weighting system and modification of the V-Sole design.

More than just a pretty face. The patented Diamond Black Metal (DBM) coating is more than cosmetic. It has been developed for resilience and endurance and is seven times more durable than nickel chrome. This means less wear and tear on the grooves and scorelines and provides superior scratch resistance. The dark finish also reduces glare and provides a stark contrast between the ball and club head for better alignment.

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“The new Ft. Worth BLACK Irons live up to their iconic name. They are a classic, striking iron that out-performs any other forged blade on the market and they are flat out stunning,” commented Scott White, CEO & President, Ben Hogan Golf Equipment Company.

Extensive player and machine testing proves the new Ft. Worth BLACK Iron generate a more penetrating ball flight on scoring irons, higher initial launch angles on long irons,  and better distance control on off-center hits than its predecessor. This is a direct result of the newly optimized Dynamic Progressive Weighting and Adaptive Perimeter Weighting Systems.  Ben Hogan’s engineers have optimized the size, shape and depth of the unique ‘Depression Cavity’ on rear of each club head.

The new Ft. Worth BLACK Irons also feature enhanced V-Sole® Technology. V-Sole Technology, the most versatile sole in golf,  has long been a trademark of Ben Hogan irons and wedges. It combines a high bounce leading edge and low bounce trailing edge on the sole and allows for easy manipulation of the club head no matter the lie without changing the loft. The bounce angles on the Ft. Worth BLACK Irons have been re-engineered slightly on each club head to eliminate any club head ‘grab’ by the turf, especially on less-than-full shots.

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Finally, the Ben Hogan PreciseLoft System has been simplified in the Ft. Worth BLACK Irons. While the Company remains committed to consistent 4-degree loft gaps between each iron for optimal distance gapping and to minimize loft ‘compression’ at the short end of the set, Ft. Worth BLACK irons will only be offered in one loft matrix. The mid-high launch profile (22 to 46-degrees) is preferred by the vast majority of Ben Hogan iron players. Ft. Worth BLACK irons will be stamped with traditional numbers (#4 – PW) on the sole.

As with all Ben Hogan irons, the Ft. Worth BLACK Irons can be customized at no charge. Golfers can specify length, lie, loft and grips (standard or mid-sized) as well as their choice of a variety of steel and graphite shafts.

The Ft. Worth BLACK Irons are available for demo or purchase at www.BenHoganGolf.com exclusively. True to the company’s innovative Factory-Direct distribution and pricing strategy, the Ft. Worth BLACK Irons are sold direct-to-consumers for $700.00 per seven-piece set (#4 iron – Pitching Wedge) or $100.00 per club.

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Ben Hogan Golf Company now provides short-term financing with NO interest, allowing golfers to pay for their new clubs over a period of time. And, players can Trade-UP their old equipment to offset the costs. Visit www.BenHoganGolf.com for more details.