Scotty Cameron – Satellite Fitting Centers (COMING SOON)

Scotty Cameron To Launch Fitting Centers

Scotty Cameron is always forthcoming in our once-a-year chats.

Me being a putter/putting geek and Cameron being the heavyweight champion of the premium putter category, no subject or issue is ever off limits nor do we ever run out of stuff to discuss. Whether it’s the honey dipped finish on his latest California series putters; who he’s had in to his vaunted putter studio recently or the science of sound and feel relating to putter feedback, our conversations are engaging, informative and full of sound bites. As a golf business analyst I appreciate that.

But never in the few years of this annual exercise has the Wizard of San Marcos floored me with a revelation straight from left field. That was until earlier this week.

The veiled world of the Scotty Cameron by Titleist putter franchise is about to undergo a controlled, albeit well-intentioned global expansion. What Cameron aptly deems “fitting satellites” will be erected first in Japan (at the Scotty Cameron Putter Museum/Gallery at Hamamatsu Seaside Golf Club) then in Korea and finally at the studio in San Marcos, Calif. Benefiting most from this initiative will be golfing consumers and fans of the Scotty Cameron brand.

“You know how this works. If you’re not one of the top players in the world, an elite amateur or a VIP you can’t get in here,” Cameron explained. “That’s crazy to me. I’d like a consumer to be able to book a spot, pay to come in and understand the facts about putting – what’s supposed to happen and how I get better. Pretty cool, huh?”

Once I picked myself up off the floor I asked Cameron about the timing of the initiative. Why now and what the timeline going forward looks like.

“Honestly, I’ve wanted to do this for the past five years.”

“Honestly, I’ve wanted to do this for the past five years. It’s just making sure we do everything exactly right,” he said. “That’s why I’ve been slow to move. We’re on schedule for a March 13 release right now for Japan. Everything is being built right here at the studio.

“You should see me. I’m on a forklift in the garage here setting the lighting, building the trusses, setting the cameras. It’s pretty amazing,” he continued. “There’s definitely an awe factor. As soon as this one is done we’ll crate it up, send it to Japan then start work on the second one for Korea. From there we’ll update Paul’s studio – I always call it Paul’s studio (Cameron’s fitting specialist and assistant Paul Vizanko). What we’ll have here is a consumer studio right inside the garage. Every location you go to will have the same look, feel and vibe. Ultimately there are two goals: to demystify the facts about putting and give consumers a place to come where they can be treated like a PGA Tour pro.”

An obvious question: why Japan first then Korea? Cameron’s popularity throughout Asia dictates the consumer rationale but regionalization to those two countries he says will also have a positive effect on two fronts: for Japan’s touring pros who have to come to America to see Cameron and for Titleist and the Cameron franchise to establish a better brand platform in Korea.

“A lot of the pros in Japan will come, as will consumers over there. There’s really nothing for them right now so I’m excited about that,” he says. “In Korea the golf market is growing so fast that Titleist is looking for an entire fitting location. This would become part of an overall Titleist fitting experience.”

As for more future expansion in the United States, Canada or Europe, Cameron was non-committal.

“I’m a big believer in let’s crawl before we run. Right now we’re crawling with this, but more expansion? It isn’t out of the question.”

Talking About Current Putters

It was time to switch gears to product. Thirteen months after the launch of the California series putters I asked Cameron about its success, the feedback he’s received and how it spawned his latest limited edition piece, the Del Mar Buttonback (released just last week).

“California for me was a mix of classic and modern design which I call timeless. The one that’s been a real surprise because it’s heel shafted and a mini-mallet is the Del Mar. It’s been the number one seller. We had it tagged as the number three seller in the line. It probably didn’t hurt Mickelson was using a heel-shafted style mallet but it became so popular it made it a no-brainer to do a Del Mar Buttonback with a teryllium insert. We made 1,600 for the world including 360 for the Japanese market. I’m thrilled with how it turned out.”

As for the diversion to the gold honey dipped finish in California series, Cameron was quick to point to what sells in the marketplace.

“I’ve explored color over the years going back to red mallets to the white fang Jack Nicklaus used to green putters. At the end of the day three putter colors sell: gold, black and silver. As for California series I thought the gold honeycomb finish really fit that product.”

I wondered how the Cameron franchise was doing in the flat-lined golf industry back-dropped, of course, by a still sputtering economy. Surprisingly, according to the guy in charge, there’s been almost no affect.

“Like everyone else I did gear for an adjustment in 2009. As it turned out though our sales last year were the best they’ve ever been. Well, guess what? This year we’re above our 2009 numbers already. But you know quality always sells. I’ll always believe that. Quality though can be expensive. I’m trying not to price myself out of the market. I always want to come to market with cool finishes, with inserts, with weights, with leather stitched grips, leather head covers, because it fits my products. It’s cool. To me the product is as good if not better than it’s ever been.”

Scotty Talking About Tiger Switching To Nike Putter

Cameron’s loyal followers include some of the game’s biggest names including Tiger Woods. At the Open Championship at St. Andrews this year the Scotty Cameron franchise was in the news when the world’s No. 1 player announced his intention to switch to a Nike Method putter on the slower old course greens from his long trusted Studio Newport 2. Woods, of course, switched back after two rounds. Cameron’s take on the situation is interesting – and, might I add, politically correct.

“Tiger is a loyal guy. I don’t have the facts but Nike probably pays him a lot of money so he was probably showing some of that loyalty by supporting them and he should,” he said. “The switch got some attention, sure, but when it comes right down to it he just has confidence in something he’s had and won with the past 12-13 years. It’s pretty vanilla really. Whatever I can do to help him, I’m here.”

The New Generation Of Golfers

Tour pros at the studio are a regular occurrence for Cameron and Vizanko. Adam Scott was in a few weeks back while Rickie Fowler paid a visit a few days ago. Though they come in seeking the studio’s and Cameron’s expertise, the putter maker pays strict attention to the new generation’s putter and putting wish list.

“If I listen long enough to these young guys I can learn. I can learn where the trends are, what’s going on, what they expect. It’s part of the game’s evolution. I’m always intrigued with the changing landscape of the game. It gets re-written about every 10-12 years it seems.”

The most recent player to benefit from Cameron products in dramatic fashion was Rocco Mediate. Recently split from Callaway Golf Mediate actually wanted to carry a Cameron staff bag at the Frys.com Open where he was victorious for the first time in forever. Asking me about the television coverage of the tournament Cameron wondered if I noticed Mediate’s headwear. I admitted to not recognizing it.

“It was a Circle T hat (one of Cameron’s). Rocco made it himself. He’s always been a Cameron guy. Actually, he’s been in twice the past few months and we got him into a 009 putter. He wants to carry a Cameron staff bag on tour. Problem is Titleist comes first. I’m a Titleist sub-brand. I told him we can’t step on their toes.”

What’s Next In 2012 For Scotty Cameron

With our time allotment winding down I put forth one final question: what’s next for the Scotty Cameron by Titleist franchise?

“I’ll have a new line ready for 2012. With that I want to concentrate on fast, sleek and performance. We’re updating the pivot tool you gave me an award for two years ago (SCOREGolf’s year end business and equipment awards). It’s going to have a little ball bearing at the pivot point to make it easier to roll on the greens and it will roll right into your pocket. I’m always trying to put myself in the role of consumer. I ask what I would want. If I can get excited about new things I think my friends out there will also get excited.”

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