I am 44 years old, married to my lovely wife Christine and we have a wonderful daughter Hayley. I’ve been playing golf since the age of eight-years-old and I have worked in the golf industry for approximately 24 years.
THE BURCH STORY —
I had enjoyed golf so much as a child that when the time came in my late teens for me to choose what to do with the rest of my life and how I would support my family, I felt strongly that golf needed to be a part of it. Once I made that decision, I’ve never looked back! I’ve had failures, I’ve had success, however, I’ve never given up and I’m proud of what I’ve accomplished in this business.
You wake up in the morning — what’s the driving passion?
To do the absolute best I can each day with the knowledge and tools I have at my disposal.
What was the genesis for New Level?
I wanted to create a product line that was beautiful, performed well, offered elaborate customization and, and was relatively affordable.
How do your efforts distinguish themselves from your competitors?
We have a customer-first mentality at New Level. Many preach it, we live it. Due to our smaller stature, we can offer extremely personal service to each and every client.
Who is your customer?
Anyone that puts a peg in the ground to play golf, but especially those that want professionally crafted products and aren’t moved by marketing hype.
The biggest mistake most people make when contemplating golf club purchases is what?
Not being custom fitted and given the opportunity to utilize technology to test various club brands and shaft types.
Many companies routinely tout customer service. Define the term and the approach you follow at New Level.
This is very simple to me, we don’t cut corners and each and every client is serviced professionally and with the same protocol. It doesn’t matter if they spend $10 or $10,000. If an email comes in, it is almost instantaneously replied to. Our only competitive advantage is to make our clients feel welcome and comfortable with us. If we were missing that mark, we would have already been out of business.
The biggest challenges facing New Level — both short and long term is what?
This is the same answer to both. People are often close-minded to a new brand. In today’s age with all the technology at a golfers disposal, I believe they often times do themselves a disservice by not stepping out of their comfort zone. It has been proven by many respected equipment analysts that New Level product outperform many of the bigger names. Yet, people still oftentimes seem reluctant to buy. It’s difficult to hide behind a brand name with launch monitors, your product either performs, or it doesn’t.
If you could change one thing in golf unilaterally — what would it be and why?
I’d change the rule on divots and generally bogus lies in the fairway. I understand rub of the green and all as I’ve played thousands of competitive golf rounds, but nothing hurts worse than striping one 290 right up the middle of the fairway and finding yourself in a massive divot.
You’ve been around golf for a good bit of time and have competed in various high level golf competitions. All of the major golf organizations are seeking ways to attract Millennials, women and minorities to the game. If you were counseling them — what would you suggest they be doing?
I think they need to mix it up a bit and see what happens. First, I would look into building more of 3-6 holes and having the ability to light them at night. Something that can be played quickly and inexpensively. Not everyone including myself has several hours in a day to play golf. Second, I would tone down the dress code as there is no reason that t-shirts should not be allowed on the golf course as many PGA Tour Players are essentially wearing them now. Third, I would like to see more inner cities tear down dilapidated parts of the city and build driving ranges or mini-courses where they can serve as a safe haven for kids to learn the game and stay out of trouble.
Best advice you ever received — what was it and who from?
My grandmother told me “just hit that damn ball” referring to a golf ball. She was spot on as we tend to overthink many aspects of life, golf is no different. I feel as humans our first instinct is probably our best.
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Photos from newlevelgolf.com