I started Adams Golf in 1998 after working on the range for years as a custom golf club fitter. I watched thousands of golfers struggle to hit the ball, so I came up with the Tight Lies Fairway Wood. It was an instant hit and revolutionized the game for many golfers.
I decided to focus on the putter shafts since there had been no significant innovation for decades. I was lucky enough to assemble a team of award-winning engineers and after years of research and development and countless tedious hours of testing and perfecting the Stability shaft was developed.
I started caddying and working in the bag room when I was 13. In college a golf teammate had a beautiful new persimmon driver that you couldn’t hit solidly. As I caddied and moved into playing different clubs, that always stuck with me…why did people want to use a club you couldn’t even hit?
Even though I worked and had a family, golf was a passion of mine and I constantly wanted to get into the industry. My chance came when a mutual friend introduced me to Dave Pelz. The rest, as they say is history and I’ve never regretted one minute of my career in golf.
THE ADAMS STORY —
Back in ’62 when I graduated college I sent letters to the companies that were leading the industry. Suffice they weren’t interested. I can trace my interest in golf equipment back to the early 50’s when I worked in club storage, eventually it just happened. I did write a book about the experience.
ABOUT BREAKTHROUGH GOLF TECHNOLOGY —
A new golf company with 100 years of experience lies in a suburb of Dallas, Texas. Breakthrough Golf’s state of the art facility utilizes the latest technology to develop and market the finest, most precise shafts available.
Founder Barney Adams focused on putter shafts since there had been no significant innovation for decades. After years of research and development and countless hours of testing and perfecting the Stability shaft was developed.
Tens of millions of dollars are spent annually on golf R&D chasing the same elusive thing- true technological breakthroughs.
You wake up in the morning — what’s the driving passion now?
Breakthrough Golf has had a great first year but just like any small company, I want to make sure that it’s poised for long term success.
How do you expect BGT to break through the clutter of information that seems to be the domain of the select few golf equipment companies?
It’s a case of developing world class product and delivering sales and a marketing message that is meaningful and relevant to golfers. Not easy in golf, which is such a small & crowded market.
Given your lack of size and likely fewer resources how do you expect to shift interest to what you’re doing at BGT?
I have learned that over time in the golf industry if you have really good performing product the word gets out.
Consumers have many more choices today than ever before in the clubs category. What’s the most misunderstood element many have in in your mind?
We’re in the shaft business — not clubs.
How did your relationship with Dave Pelz originate and what role does he play with your efforts at BGT?
Dave & I were introduced by a mutual friend back in the 70’s. We stayed in touch over the years and ended up working together for a short time out in West Texas. We eventually both went our separate ways, Dave went on to do his golf schools and I started Adams Golf.
Given the updated technology in clubs — are you concerned that so much of it is tied to escalating costs for players to spend ?
At the end of the day there is only one judge and that’s the golf ball. If you like what it’s doing and where it’s going then your equipment purchase was a good decision.
Throughout the golf industry a great amount of attention is spent on customer service. Define the term and the approach you take?
To me it’s standing behind your product, conducting yourself in a professional manner.
If you could change one thing in golf unilaterally — what would it be and why?
The definition of playable courses. Understand who comprises the vast majority of golfers and react in kind.
So much of golf focuses on the driver — how will your efforts at BGT hope to change that focus point?
We have no plans to change. Our mantra is to develop world class product in all equipment categories.
You’ve been around golf for many years – what would you say to the major golf organizations throughout America searching for ways to attract Millennials, women and minorities to golf?
This is not new. As we know golf is not an easy to sport to take up. In fact, I wouldn’t even say golf is not even fun, however it is rewarding. In our society of instant gratification that’s a tough sell. The game has always had a big challenge of bringing new people into the sport.
Best advice you ever received — what was it and who from?
While in college many years ago, I had a summer job in a factory. I guy told me “I don’t care what you are doing, perform to the best of your ability, make that your mantra, in everything you do.” That has stuck with me all these years and I really try to live by it.
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