As far as Tour equipment news goes, an equipment deal for the 518th ranked player in the world barely merits a mention anywhere but in that player’s Facebook feed. But PGA Tour vet J.J. Henry’s new deal for 2018 is worth noting for one reason and one reason only: his new deal is with….wait for it….the Ben Hogan Golf Equipment Company.
Yep, the very same Ben Hogan Golf Equipment Company that, at this time last year, let go virtually its entire workforce and filed for bankruptcy.
Yeah, I know.
Back From The Dead
Last January it certainly looked like Hogan, which rejoined the golfing world to considerable fanfare in 2015, was not long for this world. The company laid off nearly its entire workforce, and by the end of January had filed for Chapter 11. It certainly looked like the end of the road.
By spring, however, Hogan was back in business – sort of – selling off discounted inventory to, as CEO Scott White told us at the time, build up some working capital to get back in business. A few months later the news came that Hogan was back, under new ownership (its largest creditor had been given custody of the company in bankruptcy court) with a new, factory-direct business model. It would appear the new model is clicking.
“We’ve been really excited about what we’ve seen over the past four or five months,” White tells MyGolfSpy. “We’ve exceeded our very modest sales expectations, and we’ve run out of product in some areas and had to place reorders. Things have gone really well.”
It would seem, with the company on such precarious footing, that bringing on Tour staff would be a tad risky, even if it is only one guy. And while it’s not the only reason, White says Tour use does offer a degree of credibility and validation with golfers.
“Customers have been asking if anyone plays our stuff on tour,” says White. “We would have loved to have done something with J.J. much earlier, but the reality is the company was going through a reorganization, and we weren’t able to do that.”
“As we’ve reintroduced the Ben Hogan brand under our factory-direct strategy, our operating costs have changed, we’re much better funded, we have great support from our ownership group, and we thought this was the logical next step for us.”
Henry and Company?
White says Henry’s deal with Hogan isn’t your normal Tour equipment sponsorship deal. Henry was a Hogan staffer back in the Spalding Days and makes his home in Fort Worth.
“J.J. is involved in strategic decisions we’re making as a company,” says White. “He’s certainly involved in our R&D and new product development efforts. When he hasn’t been out on Tour, he’s spent quite a bit of time in the office, helping out with lots of different things. So it’s a much broader than most traditional endorsement agreements.”
White would not comment on whether part of the deal is an ownership stake for Henry, but he does confirm there will be a few more additions to the Hogan Tour staff, and fairly soon.
“I can tell you there will be another announcement in the next few weeks, and there may be some others, too,” he says. “We’re not going to have a gigantic staff, and we’re not going to increase our costs to the extent that we’ll have to pass that cost on to the consumer. That’s just not our goal.”
“We want to bring on guys that will be helpful to us, more than just exposure on TV or in our marketing efforts. We need guys – and women, potentially – that are going to be part of our organization on a much broader level.” – Scott White, Ben Hogan CEO
Henry’s website says he has sponsorship deals with TaylorMade (he’s been playing a TaylorMade driver for several years) and Titleist.
What Does It All Mean?
So in the short term, this whole deal means that for the first time in a long time, you’ll see the Hogan name on Tour. Henry, who is playing in his 500th career Tour event this weekend at the Sony Open in Hawaii, is carrying a Hogan Staff bag and will most likely have the Hogan logo on his headwear and shirts. He’s bagging the Hogan PTx short- and mid-irons, along with the Ft. Worth Hi utility irons.
In the bigger picture, the deal does seem to settle, at least for the time being, the question of whether Hogan will survive. Along with plans to add more Tour staff, White says Hogan will be introducing some accessories within the next few weeks and will be releasing some new equipment – most likely something in the iron and/or wedge categories – in time for spring.
“We’re rocking here,” says White. “Don’t get me wrong, we’re not going to get anyone at Callaway, TaylorMade or Titleist worried, but we have a really nice, tight, focused business right now.”
For Hogan, success is, of course, relative. But adding Tour staff – even if it is the world’s 518th ranked player – has to be considered a win after spending months inside a Texas bankruptcy court.
“It was almost exactly a year ago that we weren’t even sure there was going to be a Ben Hogan Golf Equipment Company,” says White. “To see this complete turnaround where we’re not only back in business, but to some extent thriving, we’re in a great place.”
White does admit the word thriving may be a tad too optimistic or positive, but when you’ve brink of death as many times as Hogan has, sometimes upright and breathing feels like winning the Masters.
And as Mr. Hogan himself used to say, “the most important shot in golf is the next one.”
Larry Miller
3 years agoI am a former PGA tour player and the author of “Ben Hogan’s Secret Fundamnental”——–The Hogan Company will never make it until they get a number of top 50 Tour Players to play their clubs AND produce QUALITY clubs that the average 5-15 handicap player can effectively and consistently play. —–AND I HOPE IT HAPPENS.
KevinE
3 years agoKind of brings me back to the early 80″s…… Hogan, Lynx and Macregor where the kings. I had a set of Mac’s cavity back, my friend’s all had Hogan’s and Lynx’s. Just about everyone, except me and my best friend, were using Ping flat stick. I used a Stan Thompson, that I won at a putting contest. I used that putter up until 2 years ago. Good to see a vintage equipment company back in the fray.
Hubert
3 years agoThis is how they should have started out their relaunch all along. I’ve played their Fort Worth 15’s for a little over a year now and I have to say I like the way they play. They have the solid feel of a classic muscle-back but with a slightly more stable MOI on heel and toe misses and best of all, they are predictably workable. I like the turf interaction of the V-sole – I have found it easy to produce a wide variety of shots with each club throughout the bag except for the sixty degree wedge which is the one I use almost exclusively from sixty yards in. In that case the V-sole bounce doesn’t allow me to produce many of the shots I am used to making, so I have kept with their previous 60-04 model.
The clubs are good. And although I sympathize with the various vendors who have gotten shortchanged through all of the restructuring proceedings I wish them all the best.
Up till a week or so ago Mark Leishman was wearing the Perry Ellis owned “Hogan” shirt and in my opinion, he would be the perfect “brand ambassador” or whatever they call them in the “biz” for the clubs and the clothing, but I guess all of that is just too complicated huh?
Personally, I just scoff whenever I see a set of Callaway “Apex” irons. Not that I think the clubs are junk or anything like that (I don’t know, I’ve never tried them), but I will always wonder what they were thinking when they adopted the name for one of their product lines and threw the rest of Ben Hogan in the trash. “Apex” isn’t that great of a name, is it?
I guess I have to admit that it was the hubris of how they acquired the Hogan brand then cut what they thought was the heart of it out then chopped the rest of it up into pieces and threw it back into the “ocean” that annoys me some. . .
Did I mention that the Hogan Fort Worth 15’s are good clubs? The problem is that you need to give them a try for yourself to find out and unfortunately, it isn’t readily apparent on their website how one goes about doing that. . . They need to fix that.
Steve Kirkpatrick PGA Professional
3 years agoI own an indoor teaching and fitting studio. I ordered a set of PTx irons for a customer. I specified 2 degrees up (packing slip stated 2 up) and they came in standard. I adjusted them myself. I messaged the company about their poor QC and never got a reply. Disappointing..
AndyW
3 years agoAre they exhibiting at the PGA Show this month?
CraigS
3 years agoLove the distribution and demo model Hogan have adopted, savings for the golfer, shame it’s not available in Australia………..
JasonW
3 years agoGlad to see a tour player on board. Just surprised JJ went the PTx instead of the Ft. Worths. Not that much difference in forgiveness but would think Ft. Worths provided better feel/accuracy, especially for someone at that level?!
Mike Reed
3 years agoI think with Nike getting out of the golf club business, there may be room for someone to enter. Hogan has always been associated with quality clubs. Possibly they could be the PXG for the common man. I think the days of the playing professional endorsing clubs making a difference to the average golfer is over. Golfers are more sophisticated buyers now with fitting and performance being the most important.
Steve S
3 years ago“Customers have been asking if anyone plays our stuff on tour,” says White.
Really? Do people who play and really know anything about the game still ask this question? Are golfers really that dumb? I play clubs that I hit well, not because some pro hits them well.
Andrew
3 years agoHe didn’t say “people who play and really know anything about this game” have been asking. He said customers. It’s a business, after all.
Greg Heffering
3 years agoGlad to see this resurgence. Love the look of the new wedges, played Directors for years, now a set of Legends, am wearing the face of the these wedges and short irons, Our club pro was a Hogan guy, learned the 5 basics, and still read/follow up each year.
Noticed a few other tour boys with Hogan on shirts and hats.
Unfortunately for Me, My on line order for the wedge package just before Xmas 2017, was declined, OUT of INVENTORY.
Perhaps the free shipping on the USD $240 deal did not include those loyal followers from Canada.
TOO BAD.
Dave
3 years agoGood clubs but no fitting carts. And as always good article. I feel anyone buying new clubs should be properly fit.
TopPakRat
3 years agoHogan does have a Demo program. You can order a specific club use it and then return it within 14 days. You can take it to the range or on the course and give it a real workout versus a 20 minute demo session with a salesperson on you back. I like the idea. Check out their web site for details
Al
3 years agoIf Hogan doesn’t want exposure on tv then they signed the right guy with JJ Henry. I guess I don’t understand their marketing philosophy.
mrhogan
3 years agoAgree on the JJ Henry assessment, but I suspect they are trying to keep costs at a minimum and this is likely all they can afford. They just moved into a new facility and I also suspect JJ has a stake in the company. ??⛳️
Mike Taxter
3 years agoWhen this company originally came out with wedges as “Scor” I bought them and loved them. I’ve been trying to buy the Hogan wedges – many of the same design characteristics – but they can’t / wont customize the shafts. They have a great deal on now if you can handle no changes to your spec. Hope they come back with customization soon or its a new set of Cleveland wedges for me.
Kerry Cole
3 years agoThis past year I bought three hybrids from Hogan…. the 19, 23, & 26 degree wedges.. I keep thinking they were $130 ea??? Anyway, they have a three or four way adjustable wt settings on their heads and I got the recoil shafts in them.. They are spectacular hybrids plus the price is right and their quality is superb… I used to use their Score Wedges and am now tempted to buy a set of their wedges in the near future.. I am more than happy with their hybrids..
JasonW
3 years agoIf you like the Scors, get the Hogans. They are similar in looks to the Scors (v sole) but definitely softer. At $100 they are good value. On full swings they are the best wedges IMO. (that includes compares to recent Callaway and Titleist).
Mike Taxter
3 years agoBut you can’t get them anything but “standard” – length, lie, grip, shaft.
SV677
3 years agoThe irons look good, but I question the business model. Who is going to fork over $665 for a set of irons sight unseen? Also, what about fitting?
TexasSnowman
3 years agoI wish them well. Golf is better with a viable Ben Hogan brand. I just do not care for the lofts stamped on all the irons….a bit irrational on my part I’ll admit; just can’t get past it. They could probably control costs better if they would offer a ‘stock’ set of lofts in 3-PW; then offer all lofts up to 64 for wedges.
Mrhogan
3 years agoAll clubs are now lasered with the numbers on the hosels along with the loft on the sole. That was an issue with the previous management and the company has resolved it. Ironic that our brains have been programmed to play wedges with lofts only stamped on them, however we can’t adjust to having lofts on the irons. ??⛳️
Jerry McCarley
3 years agoHappy to see the Hogan name in golf equipment come back. My first real set of clubs was the forged Hogan radials. Loved them. I wish the best for the Hogan reorganization plan.
Andrew
3 years agoThose Radials were (are) great! I wish I had a full set. Sadly, I only have a 4 iron now- but it has been the most reliable club in my “vintage” bag…
NH Golfer
3 years agoGreat job to Scott White and the folks at Ben Hogan Golf! We wish you nothing but continued success for this great company!
Michael McGuire
3 years agoI am the proud owner of a full set of PTx Irons, with the Hogan name. I play better because I know I have a quality set of irons that will perform. I play better because I know that my only variable is my own focus on what I am doing and not having to wonder if I need different equipment. I don’t!
BIG STU
3 years agoWOW now that is exciting– Well written as usual John
PP
3 years agoThese guys shouldn’t be in business as they left hundreds of thousands of unpaid bills out there during the reorg, if not millions. Now they’re moving forward with assets they didn’t pay for. Bad people, and bad business. It’s a shame Hogan’s name is attached to it.
BB
3 years agoAgree with that statement somewhat, but what I think I just read was a new ownership was in place which makes me think a whole new crew. No reason to bad mouth and say bad people if they had nothing to do with the previous company.
PP
3 years agoNew ownership was their largest creditor. They basically took control as the debt was larger than the assets on hand. Good for them, but a bad deal for all other creditors. Scott was the CEO before the bankruptcy and planned it out with them on board to take over. Rest of the crew are good people.
John-James Sullivan
3 years agoGlad to see the company starting to steady this year. The question was never in the product but more so the go-to market
David W
3 years agoGorgeous clubs, but they do not look very forgiving at all. I hope Henry’s game is better than it has been the last few years.
Craig McMahon
3 years agoI’ve got the PTx’s and they’re not difficult to hit at all from the 5 iron down
Regis
3 years agoAt the risk of sounding like a nitpicker, Hogan did not file for bankruptcy. They filed for Chapter 11 which is reorganization. There’s a big difference
xjohnx
3 years agoStill a form of bankruptcy. And chapter 11 can still just as easily result in the sale or closure of a company if the reorganization proposal doesn’t work out.
One0wonder - Vern Haynes
3 years agoI am so glad to see Hogan golf Equipment making a real comeback. I have liked the looks of the new Hogan irons and am especially interested in their wedges. thanks for a great article
Mike Henderson
3 years agoI am 66 and a little bit of a wedge junkie. I own over 200 different wedges at last count. Every Staff SW ever produced. Cleveland, Vokey, a few Pings etc, etc. You get the point. Hogan wedges are in a class all by themselves! The forged head and unique design are by far the best club for feel shots. The bounce is perfect. I own 8 and will have them all. Glad to hear they are moving forward. I paid $160, several years back, for the first one and don’t regret it. The others I stole at a ridiculous price from shops going out if business or on clearance. The 3 for $240 is a great deal. You will not be sorry!
Kerry Cole
3 years agoHow do their new style wedges compare to the old Score Wedges they used to make? I have been tempted to buy a set or two as my Edel Wedges are getting a little frayed and beat up? I did like the Score Wedges but sold them.. Wish I hadn’t…???
Al
3 years agoHey, Mike, how many original Trusty Rusty wedges do you have? They are still my favorite.
Craig McMahon
3 years agoI can’t recommend the TK wedges highly enough. One of the best wedges I’ve ever owned. So solid feeling
MrHogan
3 years agoAgree with your assessment on the TK wedges. I play the Ft Worth irons with a full set of TK wedges. Very happy with looks, feel and over all performance. ?⛳️?