This past year, the KZG brand was introduced to THP via a few different reviews. Along with learning about the equipment, we also learned about the company’s emphatic focus on fitting dictating access, rather than simply flooding the market with product.
Having worked directly with three different clubs in the KZG umbrella for homepage reviews, I found myself not only wanting to know more about the company, but for THP readers to know more as well. As is always the case, the best way to do that is to go to the source. We sat down to ask KZG six questions which put the ball in their court, and what we got back were some of the most detailed responses ever. While at first glance, it seemed like almost too much information, the responses tell the story so well that it just wouldn’t make sense to cut them down.
Instead, the incredible depth has been left intact, and hopefully the time will be taken to really dive in and digest all that KZG has offered up.
1.KZG has been introduced to THP via reviews on many of the products, but how would you introduce the brand to those less familiar?
KZG is different from other golf brands, vastly different. We cater to the professionals that carry and fit our equipment. We offer the widest range of models which allows our professionals to select the features they need to perfectly fit their golfers while offering a true tour build on every club. Also, we don’t sell online or to any venue that does not do a first-class job of fitting which requires putting the golfer’s improvement ahead of profits.
So, we basically focus our efforts introducing our brand to the professionals who genuinely care about golfers. KZG works exclusively with well-respected professional coaches, teachers and club fitters who have built an outstanding reputation in their communities. These professionals in turn introduce KZG to the golfing public. Because these professionals are respected and trusted, they have no difficulty in putting KZG in the hands of their golfers. And the golfers can easily test and compare the KZG recommended clubs against other clubs and see for themselves the improvement.
2. The roots of the company go much deeper than most realize, what is something in the company’s history that might come as a surprise to some?
KZG has been in business for 26 years. When we first started, there were no launch monitors and there were very few professionals fitting or building clubs. We found the rare few to be so dedicated that they would spend hours in perfecting the right club for their golfers. We knew then that they were the “soul of golf” and that we wanted to work with these dedicated professionals. Our professional dealers are not just our customers, they are true partners giving us their input into what is needed to take care of their golfers. The input has been critical to our success. In fact, we often say that “KZG makes great products, but it is our dealers who make it unbeatable.”
We have had a great history of innovative designs, of which many were ideas and requests from our Dealers. KZG brought the first maraging steel faces to golf clubs including manufacturing the Orlimar TriMetal fairways with our technology. Additionally, we launched the first hollow irons in 1997, one of the first drivers with adjustable weight ports, the “twin face” driver, and countless other firsts in golf club design.
3. The model of KZG is based around an emphatic demand for proper fitting, and building therein is a prerequisite to accessing the products, what it the reasoning behind this and how does it fit in today’s golf industry?
In a word, it’s called “INTEGRITY”.
Statistically, over 90% of all golfers are still playing with ill-fitted clubs. It amazes us that golf associations are in a quandary about how to grow the game…does it ever occur to anyone that getting golfers into the right clubs would be a great start? Many golfers get frustrated with the game, they can’t improve and finally they just give up. Many beginners barely get started before they give up.
Even after the advent of launch monitors and the claim by many golfers that they were fit, golfers are still playing the wrong clubs. How can this be? Wrong fitter, 5-minute fits, or fitting forms over the internet? Anyone with integrity will tell you that the golfer must be fit by a trained professional and the clubs built correctly to enable the golfer to improve their game and to enjoy the game. No ifs, buts about it. That is the truth. The fit and the build are paramount.
So why are the majority of golfers today still playing with Ill-fitted clubs? The problem is a lack of integrity in the golf business. Golfers come in and ask for the XYZ highly advertised clubs, or they want what Tiger or Koepka are playing. Does anyone ask these golfers if their game is like Tiger or Koepka’s game? Do they ask the golfer if they are open to comparing clubs to see what really is right for their unique swing? No, the quick sale usually wins every time. Or worse, they buy into online fitting forms. Questions like: How far do you hit your #7 iron? Get answers slightly inflated, usually quoting how they hit their #7 iron 15 years ago and it was a one-off!
So, KZG has stuck to its formula. We only work with the top professional coaches, teachers and club fitters who have earned a solid reputation in their community. These professionals are well respected and trusted. They take the time to get to know their golfers, their swing, and their goals. They take the time to fit their golfers properly. Their goal is to achieve maximum performance above all. No hard sell. Their motto: “Get fit, not sold”.
This formula certainly does not work for most companies as they need to appease and please their shareholders so everything is geared to the masses for a quick sale. That is why KZG does better in Canada, Europe, Australia and Asian countries where golfers are looking for equipment with intrinsic value. They don’t change their clubs every year as their clubs were fit for them and they are happy with the performance. Is it a sound philosophy for 2020? Our network of dealers think so and so do our KZG golfers. We won’t be a major brand, but we have a great reputation.
4. What is the number one goal when it comes to the designs that KZG is putting into production?
Our goal is to give our KZG global network of Dealers what they want and need to perfectly fit their golfers. Who better than these top professionals who are working daily with golfers of every size, age, strength, and skill level? We listen to our professionals, and trust us, they actively participate in creating our designs and technologies. That way KZG golfers get clubs that they need, clubs that will actually help them improve. No need for them to replace their clubs every year…tell that to a retailer and watch them run for the hills.
5. As is the case for many companies, getting into the mind and hands of consumers is critical, what is KZG doing to gain an increased presence?
Over the years, we really have relied upon the outstanding reputation of our Dealers … as they are trusted by their golfers and when they recommend KZG, their golfers listen. Word of mouth referrals have always been our biggest source of growth.
We have tried television, Facebook and Google ads which are okay, but unfortunately, we don’t have a dealer in every city and golfers do get upset about that. We absolutely wish we had more Dealers but so many in the golf industry want that quick sale, which is not what KZG is all about.
THP is the first step toward opening up the gates a bit, and we truly appreciate being introduced to your audience who are an amazingly nice group of golfers. Your candid reviews have been excellent, thank you.
6. While the world is in a state perpetual flux at the moment, what can we expect from KZG in the future?
This pandemic has been difficult for so many. Most of our dealers around the globe have been on lockdown and are just now starting to open up. This has been difficult for everyone for sure. But it has a positive side as well. As we experience this quiet time, we have had time to reflect. We are hopeful that people will see the importance of family and of taking the time to replenish and recharge their mind, body as well as spirit and to be grateful for all of their blessings.
We believe there will be a resurgence in golf. At the same time, there may not be be a big surge in golf equipment purchases right away as many golfers will be trying to get their own financial houses in order. But when things do normalize a bit, we know golfers will be a bit more cautious about their investment and hopefully recognize the importance of getting fit and having clubs that will serve them well for many, many years. With that thought, all of us at KZG are focusing on how we can best help our professional dealers and the KZG golfers with new programs under way, three new drivers (one with a unique face technology exclusive to KZG), a new fairway wood, a new iron and quite a number of new shafts.
As you can see, we weren’t exaggerating when we said this one had copious amounts of depth and provides a unique glimpse into KZG as a brand. What did you think? Be sure to join in on the conversation both here as well as the THP community and let us know!
Thx James
I thought we would get some good answers to my questions, I never knew we would get this depth, detail, and straight up honesty.
Its not a short read, but imo it’s a must read.
Do you think their model would benefit from a PGA decision to roll back the clubs/ball? Seems like if the major OEM can’t market "longer" each year the next marketing step would be "custom fit perfectly for you".
Also, forgive the ignorance, do we already have a KZG experience for custom fitting? Could be a cool event for them to live stream what they do best, and I’ve got a feeling that watching a live fitting would absolutely catch on fire on this forum. ??
We do not.
I’d expect no less…. I mean there are only +110K threads, +6.6M posts, and seemingly dozens of events/experiences. Why can’t we all be up to speed on all of them.
Hahah. This is very true. Lots of fun still coming and ya never know what the future holds.
Interesting read for sure. I’ll be honest I never heard of them before they appeared on THP and I really don’t like the looks of their equipment that much. Also to be fair I’ve never hit it so maybe its as good as they think it is.
As I was reading this, I kind of thought the same thing, but when it comes across through the feature, it is more confidence than arrogance in my mind. At least that is what I got out of it.
I was thinking that after I typed it, I guess if a company doesn’t have confidence in their product then it would be hard to sell. Still though having requirements in order to sell their product to me still comes across a little arrogant to me
This is exactly how I took it, at first glance I see how some get arrogance, but this is just a company that believes in their philosophy and won’t bend on it, I respect that.
they have their model/beliefs and they are sticking to it. It’s actually kind of refreshing to see that because we have seen many in this and other industries go a different route every few years.
They seem to realize their niche and are confident there.
Clearly haha
They’re not closed minded though… they gave prices in the review threads when THP wanted to know and they were reluctant to say…
couple things…
no, I don’t think properly fit equipment has one iota to do with that….at all. Maybe having access to decent equipment, but I just got my first fitting last November. My first fitting. I’ve been on THP since 2014 and have been serious about golf for a year or two longer. Fitting never crossed my mind nor anyone else I know who enjoys the game even casually. Never once took away from me enjoying golf.
Also – their responses basically slam every professional fitter that doesn’t peddle their equipment, seemingly backhandedly saying they didn’t meet their expectations. Thus, they find them inferior and incompetent. Whether that is their actual stance or not, that’s how it comes off.
Good on them for taking a stance and sticking to it. But not putting your equipment into anyones hands at all, unless they have been fit and guided into your equipment would take their brand completely off the table for me. Even if a fitter said they would fit, I would never go with a brand I couldn’t at least try somewhat in person first.
Good luck to them, but that’s a rough stance to take.
I was thinking that as I read the article…
I see that side of it.
What would you say about shafts that are only available through fitters? Does that come off as ego driven or wrong, or is it okay?
They had some great stuff in the early 2000s. I think the founder died and his daughter took over.
They are about as on my radar to ever buy as KZG ha.
But…that’s basically the entire exotic shaft industry, is it not? It’s not like most exotic shafts are available to test at Golf Galaxy, while only one company isn’t. It’s all of them, and it’s a niche market for people seeking them out.
Right, that was kind of my thought.
Basically all of the higher end custom fit clubs are the same. See Miura, etc.
Ohhh I see where you are going with it. I got you now.
But even with Miura, aren’t there some higher end stores or stores in either higher income or higher traffic that sometimes can have miura displays? Or am I making that up. I’m not sure, I don’t think the Cleveland area counts haha.
Hahah. I am not sure. I know that there are a number of companies that have gone to the fitting exclusive model, including Bridgestone Golf.
You are not saying KZG and Muira are comparable are you? Other than saying they are both relatively fitter only right?
Depends who you ask. I would argue since acquisition that KZG and their fitters are on par with them, yes.
I’m not sure if Bridgestone golf is the best company to follow for clubs ideas right now. But even so, you can still buy clubs directly on their site if you want to. even that is a big difference IMO.
I think that is the differentiator. And it is one every company has to battle.
On one hand sell direct, which would be hard with no standard shaft, grip, etc all while not pleasing fitters that buy your product.
On the other hand, margins are better and some consumers might be happier with that.
My take is that they are all in on full premium fitting. But I think they should at least give standardized prices such as "these irons from". I also don’t think it would be major harm in selling heads only direct. It would be a great differentiator, because the only people buying them would be those that know club making.
I applaud the idea of standing firm on fitting. But it is harder to say get fit and then let’s say you improve a ton or decide you want something else, but love your set. You can’t reorder with those specs you were fit for.
I’m going to put up a list of innovations and things they’ve done in golf that I had to omit from the interview and I think it’ll surprise some folks.
I love that this company sticks to making sure their clubs are sold only when fitted. I’m so tired of going to OEM sites where there’s numerous people commenting about a clubs negative performance, when they ordered the club(s) without ever even hitting them, let alone being fitted! Atleast I won’t have to worry about that with this company.
Excellent article!
(I must apologize. I accidentally hit 1 instead of 5 at the end of the article. It won’t allow me to correct. Sorry.)
Several years ago I won a draw for $1,000 which funded a set of KZG wedges assembled by my club fitter. I have them in the bag on occassions, even though they replace wedges from the Titleist tour van servicing the US PGA tour (a mate plays on the tour).
My experiences with KZG has been a happy one. I once had three hole-in-ones in the space of two years during inter-club competition. KZG sent me a hole-in-one cap – no idea how they found out.
I owned 2 sets of the forged blades, one with DGS300 and the other Flighted Rifle 6.0.
Their Maraging Power FW was my first buy, though. I also owned a Gemini driver with one of the old Harmon shafts.
Only the Gemini didn’t work for me, hit moon balls due to too much spin. I gave it to my buddy who was notorious for low screaming drives and he crushed it with a nice medium ballflight.
I liked the Orlimar Trimetal and I’d read (no idea if true) that KZG owned the patent on the Maraging Face that Orlimar used. That’s what intrigued me and steered me in their direction.