Lamkin Grips

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Earlier this year, THP had news that the Ben Hogan Golf Company was closing down and the internet immediately jumped on this story. Days following the report, the company shut down the website and closed the office doors, but a press release from the company appeared and the website was back up with a huge promotion slashing prices and offering major discounts on all accessories. Today we are set to bring you a new twist to this story.

Shortly thereafter (late January of this year) the brand voluntarily filed Chapter 11 bankruptcy with the largest creditors being Perry Ellis (they own the Hogan name) and the landlord in Ft Worth owed around $350,000 combined. Scott White, president and CEO of Ben Hogan Golf, called this more of a pause than a closure, and in some ways that will be shown to be correct, depending on how you view bankruptcy.

Today we can report that the company will be reopening their doors, virtual doors that is, with more discount sales as they alter their strategy from premium club company hoping to move into green grass shops (club pro shops) around the country, to a virtual experience of savings. This year you will see much of the same from a club stand point, but the future will feature multiple new lines of irons as early as January 2018. The main message being that they will offer premium products without the price tag that matches, a message that has been successful with a few other companies, even if short term. The most recent on the club side, being the Hopkins Golf brand, but as of last year, they closed up shop.

Will Ben Hogan be able to bring a different final chapter to this tale? The difference between them and a number of others is all about the name of the brand. On one hand, the Ben Hogan name has history and heritage and still strikes the fancy of many a golfer that views the equipment as a premium product built for the best ball strikers in the world. On the other hand, the company does not own the name, so there is more that must be done to be successful, when the apparel division (PEI) has a deal in place with Walmart to sell the Ben Hogan apparel.

In the coming weeks, expect a new website launch along with the media running with the story and those on the email list, will most likely receive a message that they are coming back. What do you think? Can Ben Hogan coming back be successful in this altered model?

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Category: Equipment, Headlines & News

About the Author ()

Josh is the Publisher of The Hackers Paradise and co-founder of THP Media with his wife Morgan Babbitt. Together they share a passion for golf, and they travel the country along with their two dogs in the THP Tour Van bringing their love and knowledge of the game to golfers everywhere.

Comments (25)

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  1. mpeterson says:

    I’ll be rooting for them. The PTx and VKTR hybrids were great products (Ft. Worth was above my paygrade) and looking forward to seeing what’s coming.

    I, for one, liked the Hopkins model and thought it was great product for the price. Sure, they aren’t around anymore either, but you can say the same for some big names.

  2. WCBM says:

    Hopeful but it’s a long road. Time will tell. If they owned the name I feel it would be much easier

  3. Micheel Burgeoun says:

    This is just a little too late. I never saw them in stores, how is direct to consumer any different?

  4. Dave S says:

    Not sure how to react to this news. They went away, they came back, they kind of went away again and now they are back. The company is completely different, but the clubs are the same. ATleast that is what i get from the article.

  5. THP Admin says:

    Dave S,
    You are correct, as of now the clubs will be the same. In my opinion they will spend the rest of this year working on their message, which has to be concise and pointed for success to be available when the new clubs launch.

  6. Steven Fox says:

    THP Admin,
    What kind of message can they have that changes their fate? The equipment was good based on every review i read. So where do they have to go to sell clubs?

  7. Alex B says:

    Good to see them coming back albeit with a different strategy that should make them more competitive. Options are great,
    Especially in golf.

    I didn’t know Perry Ellis owned the name and licensed it out to them. Looking forward to what the future holds.

  8. THP Admin says:

    Steven,
    That is a good question and I am not sure anybody knows the answer right now. The equipment was good, but in my opinion filled a rather small niche of golfer, especially in 1st 16 months of their comeback. They only had muscle back style clubs at that point and while PTx was announced, it was not available for some time.

    This is only my opinion, but with this relaunch they must be very clear with the message and get it out everywhere. Work with media partners at being accessible and bring big things with their new equipment.

  9. Jeff Spicoli says:

    I don’t really see this iteration working for them as much as I would like it to.

  10. #Cookie says:

    Good article with solid info. They were way too niche in my opinion this last go around so I have my doubts if they can pull this off without a large investor backing.

    Where is the The Profit when you need it?

  11. THP Admin says:

    For those following along here, there is a good conversation going on on the THP Forum on this right now as well.

  12. KEV says:

    I really hope this works out for them but it’s going to be tough, especially when you don’t even own the name.

  13. Sox Fan says:

    Really glad to see the brand return but would not hold my breath about their success in the long haul. Unless they come back with really good products at great prices, I can see consumer perception, given the recent trials and tribulations, preventing sustained long term success.

  14. Fredrick Kong says:

    This just feels like someone’s pet project. Their message better be darn good.

  15. Hogan Fan says:

    i am glad to see it, but not sure i undestand the end goal here. with the huge discounts on the current clubs already, it kind of already gives the FU to the die hards that bought into the premium line, and now they are going to leave that and go a different route?

  16. Braddman19 says:

    Well this is very exciting news!

    Good on them for retooling and coming back with a different philosophy!

  17. ArmyGolf says:

    I’m glad they’ll be continuing to make and sell clubs but I don’t have high hopes. If they couldn’t make money before they are going to need to sell a ton of iron sets at a lower price.

  18. Tider992010 says:

    I hope they make it. Ben Hogan has and is a great brand. I would consider them because of their reputation for excellent clubs.

  19. CalGolfer says:

    i bought one of their sets on clearance a few months ago. Also got a bag for like $80.

  20. Smallville says:

    I wasn’t expecting this. Good luck to them.

  21. Trout Bum says:

    I hope they come back with exactly what they say they’ll do.

    A refined vision and a refined line of clubs can be a good starting point for them

  22. Carp says:

    Hope they do well. Always liked the Hogan brand.
    I liked the idea of lofts on the irons but I think they should go back to club numbers.
    It would take extensive testing for me to figure out what lofts I needed for each distance. Plus, I’d be really mad if I got a certain loft and it ended up being wrong.
    I’d rather just buy the set and adjust lofts as necessary.

  23. Dave says:

    Worship the man. Wishing them the best!

  24. Ryan says:

    Hope they make it although I think it will be tough.
    Maybe something like a Tour Edge business model?

  25. Matt says:

    Some of your info is wrong. PEI was the largest unsecured creditor, but they owed a lot more to ExWorks Capital and Fort Worth based Corbett capital. Much of the debt from the original company hasn’t been paid. I wouldn’t buy from them, nor would I expect a legitimate comeback.

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