Asian Golf Monthly:
The battle against producing non-conforming product continues and we hear that you now have moved into the golf equipment field. Give us the low-down on what is brewing at Polara Golf?
Dave Felker:
Polara Golf continues to lead the golf industry with the development of products that help recreational golfers have more fun. We started with golf balls that correct up to 75% of a hook or slice and now we are introducing drivers that provide golfers with more distance – up to 40 yards more driving distance in some cases. We have wedges that are still in development, but already we have been able to exceed the short game spin of any wedge on the market – our goal is to develop a wedge using brand new technology that will provide the average golfer with the ability to stop the ball on the green.
Asian Golf Monthly:
The new driver is appropriately named Advantage. That says it all, doesn’t it?
Dave Felker:
It sure does. The development of the Polara drivers started when we decided to create a driver that would deliver higher launch (HL) angle and velocity to complement the Polara Ultimate Straight ball, which tends to fly lower because of its low lift characteristics. Depending on a golfer’s swing speed, the combination of the flight characteristics of the Ultimate Straight and our 12-degree loft or HL1 driver provides the straightest, longest shot possible for a person who has a chronic slice problem. This is the first time a driver has been designed to maximize distance and straightness for any ball. With this combination, even a golfer with a chronic slice problem can hit every fairway in a round – fact, not marketing hype. We found the results to be so remarkable that we filed a patent on the combination of a low loft ball and a high loft driver.
In doing market testing with a wide range of golfers, we found our 10.5-degree loft driver was perfect for golfers who have a relatively high swing speed and just want more distance. But the most rewarding development for me was finding we could add up to 40 yards extra distance to golfers who have a lower swing speed, often the guys who are trying to recapture their long drives from years gone by. There was nothing on the market to really address their needs until we introduced the Polara Advantage HL3 driver. Women also love this driver. Until we test marketed the Polara Advantage HL3 driver I had never before been hugged and kissed at a driver demo day!
Asian Golf Monthly:
You are quite the maverick – bold and visionary and bent on helping the average struggling club golfer enjoy his game. What is the magic formula in Advantage that produces the extra distance? Obviously part of the power has got to come from the massive 475 cc club head?
Dave Felker:
The Polara Golf driver provides the average golfer with a distance advantage because it is not limited by the USGA and R&A equipment restrictions – we added a hotter, thinner, beta-titanium face for extra ball velocity. The larger size (475 cc) makes it more forgiving on mis-hits and also adds to the distance. The Advantage driver has a great feel of power.
Asian Golf Monthly:
What’s the reaction been like from those who have had the opportunity of putting the Advantage into play?
Dave Felker:
In golf, distance is intoxicating. Golfers love the Advantage driver. Golfers who try our driver against their own can see the difference – this is what we do with all of our products. If a golfer can’t see the difference in performance with our product, then I won’t introduce the product. By only being limited by the laws of physics, we are able to produce equipment with performance benefits that far exceed the equipment restricted by the USGA and R&A. Other sports found out long ago that increasing the performance characteristics of the equipment increased fun and participation rates. Golfers are no different. The restrictions of the USGA and R&A just don’t make sense to the 75% of golfers who admit they don’t follow the USGA rules because their prime objective is fun, not grinding out a score and turning in their card for handicap determination.
Asian Golf Monthly:
You are not a man who is intimidated by the powers that be in golf. Having said that, have you had any dialogue with the USGA over the non-conforming nature of the Advantage?
Dave Felker:
No, I have not spoken with the USGA. I respect their position in developing and maintaining their own rules for the highest level of competitive play, but they really have no place telling recreational golfers how to enjoy their Saturday. In the US, 75% of golfers have never read the Rules of Golf and about the same percentage admits to not following all the rules. Only 15% of US golfers have a USGA handicap and these are not the golfers we are developing equipment for. So speaking with the USGA has no purpose for us – our products are approved for recreational use!
Asian Golf Monthly:
Let’s look at non-conforming products in golf. You first broke the rules with the introduction of the Polara golf balls. The rule-makers tried to talk it down but Polara golf balls are doing fine. Why can’t club players be given the freedom to play with non-conforming products, especially if it helps improve their game and gives them a dose of fun?
Dave Felker:
Golfers are playing with our products and the fact that they are non-conforming to the USGA and R&A’s rules does not matter to the majority of golfers. In 2010, we had Golf Data-Tech survey over 1,100 golfers and found more than 40% would be willing to play non-conforming equipment if it provided a performance advantage. We conducted another survey just a few months ago and found the number has risen to 63% of golfers. Times are changing – the majority of golfers play for fun, not to post a score.
Asian Golf Monthly:
It seems that the rule-makers are in a state of self-denial. How can they be brought to realization that golf needs game-changers like you to bring about change? What you have done with the Polara golf ball and now the Advantage driver are classic examples of the will to change. It does not help to have folks like you to be shackled!
Dave Felker:
The rule-makers are now realizing it is impossible for one body to edict to such a large and diverse group of golfers how they should play the game. The recent proposed ban on anchoring is a perfect example. It is dividing the golf community. The USGA and R&A would do a huge service to golf, and help grow the game, if they were to issue a statement to the affect that their ban on anchoring is not meant to apply to recreational golfers – it will only apply to those who play in USGA and R&A sanctioned events. Furthermore, the ruling bodies should explain that it is perfectly fine if recreational golfers don’t follow all of the rules. What’s the harm in carrying an extra club, offering or taking a gimmie putt, leaving the pin in, not taking stroke and distance penalty on an OB driver, taking a Mulligan, winter rules? All of these acts are part of the fabric and tradition of golf – some of which predate the USGA. Golf was developed as a leisure activity and somehow over the years it has been almost hijacked by what I call the ‘Golf Puritans’ who feel the need to edict how others should enjoy their free time – recreational golfers (who represent the majority of golfers) need to say: ‘Enough!’
Asian Golf Monthly:
Let’s look ahead for Advantage. You have created quite a stir globally with this revolutionary driver. Your order books must be the envy of many a manufacturer.
Dave Felker:
The demand for the driver is going strong. This year we held back on orders because it was our first year so demand has clearly outstripped our supply. We are scrambling to get more drivers as fast as we can.
Asian Golf Monthly:
Using the Advantage as a base product, are there plans in the works to produce non-conforming woods and hybrids with the built-in Advantage DNA?
Dave Felker:
Our next product introduction will likely be wedges that develop about 30%-40% more spin for the average golfer. Then we will have covered what I call ‘the three biggest needs of golfers’: (1) stop the slice and hook; (2) drive the ball farther and (3) stop the ball or back it up a little on the green.
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