March 22

Marketing, Sales and Green Lantern Golf



I’m going to take a moment to talk about a different part of Green Lantern Golf.

As you may or may not know, GLG isn’t just some dude randomly babbling on a computer.  Nope.  I build, repair and fit clubs, too!  I’m multi-talented!

Carbon Steel Golf Club Heads

I do simple things, like regripping.  I’ve done kids clubs and adult clubs.  Male and female.  I build all of my own clubs!

ladies driver
looks sharp, doesn’t it?

I also pride myself on not screwing people when it comes to charging them.

When I was learning all of this, one of the first books I got was The Modern Guide to Golf Club Making.  It was a good book, to be sure, but one thing stuck in my head (paraphrasing:)

Charge people THREE (3!) times the cost of the components

To be perfectly honest, that seems like a lot.  I’m not going to lie; I love Hireko Golf’s stuff.  But let’s break this down:

  • Clubhead: $75 (Acer XV)
  • Shaft: $380 (Graphite Design Tour AD BB-8; I went extreme in price.  Plus, I wanted to make a BB-8 reference)
Total cuteness. Image Souce: Wikipedia

He’s just so damn cute!  Where was I?  Oh, yeah…

  • Grip: $11.99 (Champ C8; again, going extreme for effect)
  • Miscellaneous (ferrule, tape, etc.): $10

Components alone, the total is $476.99.  Now, times that by three: $1,430.97.

Fourteen hundred dollars for a driver?!  It gives me Forrest Whitaker eye just thinking about it (if you’re reading, sorry, Forrest!).

marketing, sales, and green lantern golf gave me forest whitaker eye!
My post gave me Forest Whittaker eye! Reason #451 why I’m going to hell… (source)

Related: The trials and tribulations of building golf clubs

But you know what?  I’m worth that.  I know I am… but that’s not who I am.

Golf is on the decline, according to The Economist.  That doesn’t sit well with me.  We know that cost and time flip-flop between #1 and #2 as the biggest problems with golf.  It has for many years now.

I aim to do something about both.  I won’t gouge you that bad… unless you want to be 😉

Plan A: no fitting, just building to my standards.  There’s a base price for clubs, built with Hireko heads and TWGT shafts.  Any upgrades will add to the price.

Plan B: static fitting, which you can do here.  Same base price and materials as in Plan A.  I really, really want you to take this option.  My standards will be good to get you playing effectively, but with more information, I can build a more precise set if you don’t want to get dynamically fitted (or are very shy).

Plan C: dynamic fitting (in-person only).  There’s a base price for each club style, built with my standard inventory, plus $50 for the fitting fee.  Want a different shaft and/or grip, it’s gonna cost extra.  If you buy from me that day, I’ll wave the fitting fee.

I think that’s fair for both me and you.  My rationale is, I can handle the work.  I want to make money, yes, and I need to cover my operating costs.  But I want to get more people out there- not taking only a handful of people and boning them.

If you want less-expensive components, I can find them for you.  If you want uber-expensive components, I can find those, too.

I like the term “less-expensive”.  The stuff I gravitate to isn’t cheap; it’s cost-effective.  It’s stuff I’ve either gamed in the past or are currently gaming; I have no problems standing up for their quality and effectiveness.


Per Tom Wishon, there are only “a handful” of foundries in the world (located in Asia) that can handle making golf clubs.  The same people, on the same machines, are making golf clubs for every OEM in the business.

They save money by foregoing big ad campaigns and Tour sponsorships.  Believe me, it makes a big difference in costs to you.

Are you still wasting money on golf shafts, with nothing to show for it?

Have you ever heard of Stroh’s beer?  For the life of me, I can’t remember where I read it- feel free to lend me a hand- but they were struggling with sales at one point (long ago).  They hired a marketing guy, trying to save the business.

The marketing guy took ordinary things- the one I remember the most was that they used water from the river behind the shop to make the beer- and promoted that in their ad campaign.

Simple, right?  Take an ordinary thing and make it extraordinary.

Well, that’s what the big-name OEMs do.  They don’t really do anything fancy.  Move a little weight here, a little there.  Fancy crown paint jobs.  All this stuff had been done when the woods were actually made of wood!

The thing is, they aren’t technically lying.  They can say the things they do work, but it doesn’t have to be an across-the-board improvement for everyone.

Anyone that’s ever demo’d handfuls of drivers off-the-rack can tell you that.  Some work with you, some refuse to.  That’s not really how you should buy clubs, though.  You need to be custom-fitted.

The point is, while they aren’t really lying, they’re not exactly being truthful.  They should be saying “YMMV”… but they’re in the business of making money.

That’s life, but if you’ve been reading Green Lantern Golf, you should know that you dictate how much you want to spend, on what you want.  A good fitting will handle the rest.

We can get there together.



About the author 

Justin Blair

Justin Blair is the founder of Green Lantern Golf. When he isn't bringing his 10+ years of excellent craftsmanship experience to golf club fitting, building, and repair, he's geeking out about Star Wars (he's watched them all about 8,437 times!) and things like the MCU and LOTR, he's drinking mead and craft brews. If you wanna know more, check out my About Page!

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