Srixon Introduces the Second-Generation Soft Feel BRITE Golf Balls

HUNTINGTON BEACH, Calif. — Aug. 3, 2020 — SRIXON®, a global leader in golf ball technology and innovation, announces the launch of the second-generation Soft Feel BRITE. The Srixon Soft Feel BRITE golf balls are available in BRITE Orange™, BRITE Red™, and BRITE Green™ and are now available in North America.

Soft Feel Brite Family

“Soft Feel BRITE delivers all the benefits of the Soft Feel golf ball with additional matte color offerings,” said Brian Schielke, Marketing Director at Srixon. “With the addition of the FastLayer Core, Soft Feel BRITE provides the total package of enhanced distance, feel, and visibility.”


The Srixon Soft Feel BRITE is a golf ball designed specifically for golfers who value feel, but require enhanced visibility in their golf ball.


Soft Feel BRITE features Srixon’s softest FastLayer Core to date. The FastLayer Core starts soft in the center and transitions to a firmer perimeter, which offers equal parts distance and feel.


Furthermore, Soft Feel BRITE delivers improved visibility due to Srixon’s Matte Visual Performance Technology, while the 338 Speed Dimple Pattern helps reduce drag at launch and increase lift during descent.


Play by feel and add a touch of color with the all-new Soft Feel BRITE.


Key Technologies:

  • FastLayer Core: With a soft center that gradually transitions to a firm outer edge, the FastLayer Core gives Soft Feel BRITE incredible feel and great distance off the tee.
  • Matte Visual Performance: Three BRITE color options – Red, Orange, and Green – deliver enhanced visibility so it’s easy to track and find the golf ball.
  • 338 Speed Dimple Pattern: To get more distance overall and better performance in the wind, Speed Dimples reduce drag at launch and increase lift during descent.
  • Soft Thin Cover: Provides more greenside spin and softer feel on all pitches, chips, and putts.


The Srixon Soft Feel BRITE golf balls are now available at a MAP of $21.99 per dozen.

Dynamic Brands Acquires Premium Umbrella Company Haas-Jordan

Richmond, VA – Dynamic Brands is excited to announce their acquisition of market-leading umbrella company, Haas-Jordan. The acquisition adds another recognizable sports and recreational brand to a strong portfolio which includes Bag Boy®, Burton®, Datrek® Golf, Devant Sport Towels®, IGOTCHA®, SEARCH ‘N RESCUE® and FLAGPOLE-TO-GO®.

Haas-Jordan was founded in 1899 by the Hull brothers in Toledo, Ohio. The company is specifically known for their golf umbrellas, as well as fashion umbrellas, custom umbrellas, folding umbrellas, apparel and drinkware. In 1942, with the assistance of famed PGA Tour player Byron Nelson, Haas-Jordan designed and built the first American style golf umbrella, a design which combines large size, dense fabric weave and a double rib frame for added strength. Later in 1959, they were the first manufacturer to silk screen umbrellas. Then in 1961, Haas-Jordan introduced the first all fiberglass frame and fiberglass shaft.

“We are thrilled to add the Haas-Jordan Company to Dynamic Brands’ portfolio of premium brands,” said Leighton Klevana, CEO at Dynamic Brands. “Haas-Jordan has built a strong reputation as an industry leader for over 100 years, providing extraordinary products and superior customer service to thousands of green grass, retail and corporate customers.

For more information on Haas-Jordan, visit or call 1-800-955-2269 Monday-Friday, 8:00am-5:30pm EST.

About Dynamic Brands

Founded in 2004, Dynamic Brands is the parent company for a portfolio of premium brand name companies committed to the development of innovative, quality products and outstanding customer service in the sporting goods industry. Golf and recreational products are offered through Bag Boy®, Burton®, Datrek® Golf, Devant Sport Towels®, IGOTCHA®, SEARCH ‘N RESCUE® and FLAGPOLE-TO-GO® brands, and include walking carts, golf bags, travel covers, custom sport towels, bag tags, golf ball retrievers, flags and accessories.  In addition, Dynamic Brands is the U.S. distributor of Evnroll putters—the 100% milled putters feature designer Guerin Rife’s patented “Sweet Face” Technology, delivering unprecedented accuracy and zero dispersion. Dynamic Brands’ products are marketed in 87 countries worldwide. For more information, please visit  Follow us at and

About Haas-Jordan

Haas-Jordan has been manufacturing umbrellas since 1899 and utilizes trusted materials and superior techniques to provide unmatched golf, folding and fashion umbrellas. They were the first to do many things in the rain and golf umbrella industry and began manufacturing the world’s first golf umbrellas. From hand-selecting umbrella frames and fabrics that will withstand the strongest of storms to screen-printing permanent designs on the outer canopy, their umbrellas are promised to last a lifetime. Today, Haas-Jordan remains committed to the same innovation, impeccable quality, customer service and outstanding value that the Haas-Jordan Company earned in over 60 years of service to the golf industry. For more information visit

How Alex Got His Groove Back

If you follow my blog, you’ll know that I had an entry not too long ago where I discussed my issues early this season. In that entry, ‘The Effects of Practicing in Isolation” I talked about the druthers of practicing in my backyard, into a net. Unfortunately, boredom stepped in and I started experimenting with a bunch of non-descript things with a focus on mechanics. A significant mistake for a feel player.

The struggles either on the range or on the course were nauseating. Watching my swing on video was even worse, and I had to fix it, stat!

So, I got to work, and here we are just over a week since that article, and I’m very pleased to announce that “I’m fixed”. You could say that I’m in a groove again and suddenly all is right in the world. But the question is, how did Alex get his groove back?

As tempting as it is to be over dramatic, I won’t be. I didn’t bludgeon myself over the head with a 9-iron (no Tiger/Elin double-entendre meant) and to be honest, I didn’t really do anything other than suggesting what I said at the end of that article. I simply, swung my swing. That’s it! Honest! I have the tools, the knowledge, and the swing or shall I say “my” swing already. After all, I spent five long years of blood, sweat, and tears of a swing reconstruction under my belt. By the way, all of those things I mean quite literally.

Also helping me to remember who I was or am as “Golfer Alex” was one picture that I found. A picture that was taken before I met my coach. This one frame of me from several years ago triggered my memory a little. In that one shot (pictured below), I picked up on a lot of good stuff to take to my consequent range sessions.


The pic was taken while I was experimenting with “Stack and Tilt” and while I will not go into a deep conversation about “S & T” in this picture here’s what I saw that I took to Brock Golf Course for my sessions since that ill-fated article.

  • Weight is set up on the lead leg
  • My lead shoulder had gotten down, under the chin
  • A straight(ish) lead arm (physiologically, I cannot straighten it)
  • I’ve stayed connected
  • Good angles between forearm vs shaft
  • Arms and hands are out in front of the body

The funny thing is I remember that shot vividly. It was an 8-iron that flew just over 160 yds. Just a slight draw. As a matter of fact, it was a push-draw. Admittedly, a lot has happened healthwise since that pic including and not limited to a stroke. So, 160 yard 8-irons are a distant memory. God, has it actually been a decade since that picture was taken?

If I were asked to describe “my swing” and I would call it “Frankenstein”. Of course, there’s all of the work I did with my coach where there were some elements of “S&T”. So there’s a little bit of “S&T” here, maybe a little bit of Mike Bender there (think Zach Johnson) with a lot of influence from Kay McMahon (EduKaytion Golf) more recently, for good measure. All that I know is this. When I add them all up, they are “my swing”.


No, those are not my divot pattern. That’s awful! Ugh!

Since re-discovering “my swing”, my range sessions have been very good. It no longer feels like I’m working hard out there. It feels like striking the golf ball has become easy again. I feel comfortable in my shoes addressing my ball. There’s no “white noise” getting in the way which inadvertently caused an increase in grip pressure. Sure, I may have the occasional mis-hit (who doesn’t) but all things considered, I’m pretty happy with 90% of my range buckets.

I’m driving down and through the ball, even as the clay-based soil has gotten hard I still take proper divots. My divot patterns are straight, there’s great compression, and the ballflight is exactly what I’m after. Straight to push-draw. The right side is no longer an issue and is once again a non-factor. When I do miss, it’s a “low-left” as it should be when I miss. My coach always said that “Your miss low and left is good. That’s easy to fix and it means that you’re close. It’s the “pros miss”. Out to the right, is bad. There’s a lot that could be going on to cause that miss”. This is something that I pass on to my students.

Damn, it feels good to be back!! Alex has gotten his groove back.

Until The Next Tee!!

#fightandgrind #seeuonthenexttee

The Times Have Changed

I’ve sat here trying to figure out how to write this piece for about a week. Honestly, it became much easier to write after the most recent events that happened to me yesterday. If you think working in the golf industry as a Pro Shop Attendant or similar is glamourous, thnk again. It isn’t.

When word came on May 16th, 2020 that golf was allowed to be played again in Ontario, you’d think that everyone that plays golf would feel “warm and fuzzy” inside. There’d be a feeling of relief and a sense of  happiness to just be back to playing the game or working in the industry that we love. While this may be true for some, it simply isn’t for others. 

I have no doubt that when the decision was made to open golf courses, the decision was on the heels of pressure and lobbying by the NGCOA of Canada (National Golf Course Owners Association of Canada). I’ve said it here that it was more for the shareholders and the “bottom line” after all it’s a business. They (NGCOA) devised a set of protocols to open up golf courses with protecting players and staff in mind. This involved everything from modified cups (my course has a sloppy piece of 2″ PVC in the hole where I have touched the pin in my limited action), the sanitizing of carts and frequently touched surfaces, protocols like staying in the parking lot until 20 minutes before your tee time, proper (ample) signage indicating all of the protocols like maintaining physical distancing and more.


In my opinion, the opening of my course was rushed and ill-advised. My golf course located in the Hamilton, Ontario area is operated by a large golf holdings company. They operate over 30 golf courses coast to coast in Canada. Our opening went down exactly how I said it would within these pages. I said that we’d wake up and get a phone call stating “We’re open” and that we’d open in mid-May. We opened on the 18th of May. While there was some signage, it wasn’t nearly enough. The signage would arrive the following Friday. There was no staff orientation to get everyone on the same page. That’s developed into a problem in itself. And as far as Pro Shop employees go, the lack of protection for us was NOT in place and I noticed that right away. There is no plexiglass or clear plastic barricade protecting us from golfers coming in to pay and this alone has made me very apprehensive. But, at least we have no less than 7 bottles of hand sanitizer between the entry door, arrows directing foot traffic, and we’re using a dedicated entry and exit door. Or at least trying to.

I said in an article when we got word that we were opening, be nice to the staff. This is going to be a wild ride for us.

For the most part, golfers are okay with the protocols, especially daily greens fee players. Members on the other hand, are a totally different story. Not all, but enough of them. Getting them to employ and adhere to the “new normal” I could compare to trying to break in a wild horse. The number of times I’ve had to direct and re-direct is nauseating. I get it, old habits die hard but you also have to have the ability to adapt in life.

Would you believe that in one shift, I witnessed numerous infractions of protocols just in the brief time I would walk out from my post and get some air on the barren patio? I’ve personally witnessed handshakes, “bro hugs” on the 18th, received reports of the pins being removed, and then there was the “coup de gras”. One of our members, a guy who thinks that he runs the golf course, entered the clubhouse at the turn to buy beer. Instead of waiting his turn like everyone else, he took it upon himself to “bull” past people waiting in line to pay for their respective rounds of golf and he actually made contact with two of them. I nearly exploded. He then got his beer and followed the GM over to our usual Pro Shop to pay and walked out of the entrance door. This meant that he actually walked past those in line face to face wearing no mask. I was livid and explained my malcontent to my GM.


The amount of verbal abuse that I have received and endured in the less than two weeks that we’ve been open has been more than my entire time working in the golf industry combined. Our carts are $30 pp if you’re a single rider. If you’re from the same household or arrive in the same vehicle together it’s $20 pp. While there has been a little grumbling over our rates from public players (they either pay it or decide to walk) the response from the members (again not all) has been appalling. I have been verbally abused on multiple occasions every shift but two of them. You see, we have a “Cart Discount Program” and by definition, it gives those that purchase it ($210 plus tax) the ability to get a cart for half the going rate. Last year, the rate was $9.50 for 18 holes per rider. A price that hadn’t changed for at least 8 years. This year the rate started $12.43. Less than half of the $30. Consequently, the ensuing swearing and verbal abuse were brutal. And then, all of a sudden, without notice the rate changed on my co-worker. It was now $15 per rider which we delayed until this past Monday. That’s two rate increases within a week and a bit. So guess what happened? The abuse has since really ramped up. If you know that the rate is going to be $30, why in the world would you not set the price at $15 in the first place?

Last night, I had an issue with a Member that I’ve given several lessons to and given some latitude towards. He can be best-described as a difficult member. He showed up over an hour early for his tee time. Below is an excerpt from the note that I sent to my GM.

…I explained to him that he was really early and that he had to return to the parking lot and that we had to adhere to the 20-minute rule. He flew off of the handle and went on that he was able to get the cart on Saturday and return to the parking lot (it was me and then it was 30-minutes early) he also explained that he was going to go over to the range etc and I explained to him that all of the practice facilities were closed as the signage clearly states. I am proud to say that I was calm and composed when I talked to him in an attempt to deescalate him. However, inwardly, it was a much different story. I had tingling in the left side of my face, pressure in the left rear quadrant of my head, numbness in the left arm, and at times afterward, I had issues with my speech. All very reminiscent of September 2018.
I had a second issue right after from another member about the cart rates.

For all of the flak that I’m taking, I really don’t hold my GM responsible. I love Richard. He’s a good guy and I think of him as a friend and I love working for him. I like to think that when I was the Director of Golf at another golf course, the employees felt the same way. Many followed me on IG well after my tenure was over. Rich does the best that he can with what he’s given.

Seriously though, if I had to point my finger at anyone, I totally blame corporate for this. It’s not them facing the adversity. I would love to see anybody from corporate handle what I’m facing. Our servers are actually relieved that they haven’t been pressed into duty other than working the door. They’ve told me “I can’t or couldn’t do what you’re doing.” Well, Sarah and Leah, I’m not sure that I can go much longer either.

In this time, I have been sworn at repeatedly and had my ethics and integrity questioned. The latter happening after explaining to Frank (the cart rates) that I totally understood where he was coming from. I was empathetic and sympathetic to his concerns. He told me “You don’t (expletive) understand and you don’t (expletive) get it”. Here’s a newsflash and this isn’t for just you Frank. To all of those that have “lit me up”. I don’t set the (expletive) prices nor do I generate any income from it. I’m just a pawn behind the (expletive) counter trying to earn a paycheque while trying to make you happy by providing a service.

Then there’s the Marshals and Starters.  Many of them think that they’re paying a membership fee at the course. For one 6 to 7 hour shift they get golf privileges. On top of that, they also receive a golf cart (a $30 value). The funny thing is that they are the first ones to whine and complain about things. On one day this year with a long line-up out the door he wanted to pay $7 for a handicap system that has nothing to do with the Pro Shop. He was just standing there blocking the washrooms (traffic control) and blocking those from paying. I asked him what he wanted, and he explained that he wanted to pay for the handicapping. I asked him “Keith, can you do it tomorrow or the next time you come in?” he responded “No, I have to do it today” he didn’t have to and that led to a heated exchange where he informed me “I’ve waited in line for 20 (expletive) minutes. I tried explaining him that we had bigger issues at the moment. People were trying to pay and our Moneris point of sale machines weren’t working and I was trying to get them running and registering people to play manually. Writing down names, what they were paying for and hoping that they’d come back. I paid for him out of my pocket that night before I left.

Furthermore, the Starters.Marshals tend to be the first to break protocol. Regarding the 20-Minute Rule, on Monday one said “What difference does it make?” when he arrived at the course early for his tee time. Ernesto, if you aren’t going to abide by the rules then you should be the first one to find your way out. How can you enforce the rules if you don’t abide by them yourself? Last year, you and another Marshall cut in front of people, placing yourselves on the 5th hole in front of me and a bogged down tee sheet. Your partner, Tony, then unceremoniously hit a drive up towards the Par 3 9th tee to “warm-up” there golfers on #8 green. I personally witnessed that. Believe me, you shouldn’t be in any capacity at the golf course. If I were GM, I’d unceremoniously turf your ass and would have done so last year. Now you’re giving your fellow Starters a difficult time when they’re trying to uphold the COVID-19 protocols??? Shame on you. So yeah, of course, I gave you shit on Monday afternoon after you ignored Doug with your cavalier attitude.


Speaking of income. I’m making $.50 above minimum wage. Heck, the amount of work that I’m doing for such is as follows. Not only am I checking golfers in and making tee times, but I’m also taking in league application fees, filling out league applications, signing up members or adding plans to memberships, taking food orders, serving food, serving beer, and taking flak for a company that I know that doesn’t give a “Flying Rats Ass” about me and more. Speaking of which, crap, after I had my stroke in 2018 they failed to give me a record of employment for a month and a half so I could collect benefits. I literally had to chase them down.

As a result of the stress and abuse in the less than two weeks that we’ve been open. I’ve experienced Angina on three separate occasions where I had to use my Nitro-Spray and suffered a TIA (Trans Ischemic Attack) last night. So I ask this. At which point is enough… enough?

Until The Next Tee!!

#fightandgrind #seeuonthenexttee

If There Are No Fans… Does An Event Really Make a Sound?

Lately, there has been a lot of discussion about sporting events continuing without fans.

When you think about it, the game of golf and its professional iteration of it is no different than other professional sports. In an article from 2019, I pointed out the contrasting similarities. It doesn’t matter which sports league it is, professional golf really is no different than say the NFL, NBA, NHL, MLB, and NASCAR to name a few. How do I figure?

Well in what is a relatively easy question to answer, all of the sports have things in common. First of all, there’s free agency. Golf? How? Simple, when equipment contracts expire, often we’ll see a play jump ship to play a different brand. Look no further than Justin Rose who departed TaylorMade Golf in favour of Honma Golf. Granted, Rose did return back to a golf bag predominantly filled with TaylorMade Golf products, save for a COBRA Golf KING SPEEDZONE 5-wood when we last checked in March. Then there’s Sergio Garcia who left TaylorMade Golf for Callaway Golf just to… actually, we’ll leave that one alone. I wouldn’t touch that one with my dog’s 6-foot social distancing stick. Often money and more lucrative equipment deals are the “inspiration” for leaving one brand and joining another. It isn’t necessarily about better equipment to be had. There’s just so much parity in the golf equipment industry.


Photo Credit:

Merchandise. Yes, there’s that as well. You could be walking around your golf courses Pro Shop or local golf retailer and the “merch” is everywhere. Polos that say Adidas Golf or Nike Golf on them. At events, there’s always “pop-up” shops with logoed products of the event that you’re attending. Ultimately, the merchandise goes back to the golf manufacturer and in a roundabout way, that also partially pays for a player’s logo deal or apparel contract. Do you realize how much the fans of other professional sports ultimately pay owners and players by purchasing and wearing their jerseys or baseball caps? It’s a massive revenue generator.

All of the sports including professional golf also make a ton of money from ungodly television contracts. In 2019, every NFL team received $255M from the league’s television contracts. Recently, the PGA TOUR renewed its contract with CBS and NBC for an astronomical $700M per annum over the next nine years. That’s big money rolling into Ponte Vedra, FL. Without you, the fans, watching the events on your television that simply isn’t possible.

Basically, without fans none of this is possible. In saying “this” I am referring to professional sports even existing. Which ultimately gets me to my main point.

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The Ryder Cup. The bi-annual team event that pits the best professional golfers from the United States vs Europe. Being Canadian, I have no vested interest in who wins or loses because Canadian golfers are excluded. I’m just a fan of good golf. There’s been a lot of scuttlebutt that in the wake of the global pandemic facing us, the Ryder Cup will be played with no fans in attendance. Honestly, in my opinion, that makes this event borderline “pointless”. While the golfers themselves have something to play for, with no fans in attendance the event itself would be so sterile. The fans make the Ryder Cup what it is. They’re the ones who create the atmosphere. There’s talk that the NBA and NHL has vetted cities like Toronto to host the playoffs without fans. At that point, I wouldn’t even watch it on television. No atmosphere and no emotion. It’d basically be like watching a scrimmage where I’m the only person in attendance in the arena. The teams feed off of the energy of those in the galleries or stands.

Now what I do have is a crazy suggestion for the golf powers that be. Postpone the 2020 Ryder Cup until 2021 and keep the venue the same (Whistling Straits). What about the Presidents Cup you ask, which finally yielded an entertaining event in 2019? Play that in 2021 as well. Often, I’ve said that the U.S. has so much depth that they could field two teams. Put my theory to the test. Just look at all of the “Stars and Stripes” on the OWGR. It’d be a great chance for the USGA to see what they have for the future by immersing players like Collin Morikawa, Matthew Wolff, Max Homa, and others on the team. Not to mention guys like Kevin Na, Kevin Kisner, and say Phil Mickelson as a playing captain.

The television ratings for both would be amazing. Hello, television and TOUR executives. Just think of the dollar signs while you sit there in your “ivory towers”. Without the fans at live events, what’s the point?

Until The Next Tee!!

#fightandgrind #seeuonthenexttee