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Brand Origin Story
“I want a golf club that looks like a blade. Plays like a cavity back. Launches higher. Goes farther. Feels amazing. Is incredibly forgiving. And is unbelievably sexy.” It’s the unusual charter devised by Bob Parsons that set the wheels in motion for what is now a global phenomenon – PXG.
PXG Founder and CEO, Bob Parsons’ passion for golf and obsession with the tools of the trade came to a head following a serendipitous nine holes when he met former PGA TOUR player and golf club designer, Mike Nicolette. The two struck up a friendship and an ongoing dialog about equipment.
A few years later Parsons established Scottsdale National Research Center, which would eventually become PXG, bringing Nicolette and Brad Schweigert on board to explore the science behind the equipment industry.
From go, PXG has been a very different kind of equipment manufacturer. Fundamentally, the company bears little relation to the established big beasts of the golf equipment market. It boasts a no cost constraints, no time constraints approach to product engineering, and maintains an unapologetic focus on performance. It’s mission… to unlock the potential of existing and new technologies to develop and deliver the world’s finest golf equipment. The resounding difference – a company determined to elevate individual performance and increase enjoyment on the course.
To get the ball rolling and tick the first box in Parsons’ lofty charter, “looks like a blade, plays like a cavity back,” the team determined that a hollow-body design was required. The challenge, hollow-body irons feel like swinging a lead pipe.
Parsons, thinking about his service as a U.S. Marine Corps 0311 Combat Rifleman during the Vietnam War, suggested the cavity be filled with something like sorbothane, frequently found in the butt of a rifle to absorb recoil.
Bang! The “aha” moment inspired an engineering breakthrough that would not only put PXG on the map, but also turn the golf industry on its head. PXG 0311 Irons debuted an injection molded TPE (thermoplastic elastomer) core, a not so sexy name for a material that added a whole new level of “wow” to striking a golf ball.
A similar moment inspired PXG’s signature industrial look. To demonstrate mass properties in layman’s terms, Schweigert drilled holes in a clubhead and manually added weights around the perimeter. Not only did the perimeter weighting achieve the performance goals desired, the look stopped Parsons in his tracks. Tick! Tick! The weights were distinctive, functional, and 100% PXG. And so, across the board, visible weighting became PXG’s calling card.
These two pivotal moments and a series of others laid the foundation for the introduction of PXG’s groundbreaking technology. Technology so good, it was actually put in play on the PGA TOUR by Ryan Moore months before the company ever sold a stick.
With every club engineered to be customized, a personalized fitting experience is the standard for PXG. Which means, effectively, no two sets of PXG clubs are exactly alike.
From day one, PXG’s fitting specialist have been considered among the best in the business. They are both product and fitting experts, trained by the engineers who had a hand in designing PXG clubs. And, like Parsons, they’re golf enthusiasts.
The process first offers a comprehensive overview of a player’s current setup, natural tendencies, and personal goals. During the data-rich experience, fitters also look to identify the metrics that will help each golfer put together consistently better rounds.
Whether fitted in person or over the phone, the one-on-one experience leaves you thinking, “why would anyone purchase golf clubs off the rack?”
Following a fitting, club specifications are provided to PXG’s master builders. These guys are true craftsmen – the tailors, blacksmiths, and brewers of golf. They assemble every club with painstaking care and precision. Once built and closely inspected, clubs are black-boxed and prepared for delivery.
So out of an unusual charter rises the best opportunity that technology currently allows for golfers to maximize their game on the course.
PXG currently offers a full lineup of high-performance drivers, fairways, hybrids, irons, wedges, and putters, as well as a bold, fashion-forward apparel collection spearheaded by President and Executive Creative Director of PXG Apparel Renee Parsons.
Bob Parsons Bio
Bob Parsons, possibly best-known as the founder of GoDaddy, is widely recognized for his entrepreneurial and philanthropic efforts. Currently, Bob is the CEO and founder of YAM Worldwide, which is home to his entrepreneurial ventures in the fields of golf, motorcycles, real estate, finance, marketing, innovation, and philanthropy.
He is a U.S. Marine Corps Vietnam War veteran and a recipient of the Purple Heart Medal, Combat Action Ribbon, and Vietnamese Cross of Gallantry. Bob attended college at the University of Baltimore on the G.I. Bill and graduated magna cum laude. His alma mater presented him with an honorary doctorate in 2008 and named him Distinguished Entrepreneur in 2010.
In 1984, Bob started his first business, Parsons Technology, in his basement after teaching himself how to write computer programs. When Parsons Technology was sold to Intuit in 1994 for $64 million, the company had nearly one thousand employees, $100 million in annual revenue, and three million customers.
Three years later, he launched Jomax Technologies which would later become GoDaddy – the world’s largest domain name registrar. He sold a majority stake in 2011, in a deal that valued the company at $2.3 billion.
In 2012, Bob founded YAM Worldwide under which he owns and operates more than a dozen companies, including PXG (Parsons Xtreme Golf), Scottsdale National Golf Club, Harley-Davidson of Scottsdale, GO AZ Motorcycles, SNEAKY BIG, YAM Properties, and YAM Capital.
A self-proclaimed golf nut, Bob founded PXG in 2014 with the sole intent to design and develop the world’s finest golf clubs. The company has become the largest of Bob’s post-GoDaddy ventures, currently serving golfers in more than 50 countries. In 2019, PXG was recognized as one of the fastest-growing, privately held companies in the U.S. by Inc. Magazine. This is Bob’s third business to top the list – Parsons Technology (#11, 1992), GoDaddy (#8, 2004), and PXG (#123, 2019).
Bob and his wife Renee started The Bob & Renee Parsons Foundation in 2012 to reach marginalized populations and causes often underfunded by mainstream philanthropy. The Foundation provides transformational grants to nonprofit organizations successfully working in the areas of homelessness, medical care, LGBTQ youth, education, and the needs of wounded veterans and military families.
Mike Nicolette Bio
Mike Nicolette is a former American professional golfer who won tournaments at multiple levels over the course of his career. As an amateur Nicolette won the Pennsylvania State Junior Title and as a college golfer the NCAA Division II Championship. Nicolette won numerous mini-tour events before qualifying for the PGA TOUR where he competed for nine years (1979-1988) and secured nine top-ten finishes. His most notable victory came at the 1983 Bay Hill Invitational.
In 1989 Nicolette accepted a job with a major golf club manufacturer. During his 23 years with the company Nicolette designed clubs that have been used to win multiple Major Championships, as well as countless PGA, LPGA and European PGA Tour events. He also contributed to nearly 150 golf related patents
Nicolette was introduced to Bob Parsons during a casual round of golf and the two became friends. When Parsons decided to explore founding an equipment company, Nicolette was the first person he reached out to. Today, Nicolette is PXG’s Director of Product Design. He is named on hundreds of PXG patents for golf clubs that have been played and won at every level of the game.