Tyson Lamb: Looking Forward

Where do we go now?

Guns ‘n Roses asked this question in 1987, but it applies quite aptly to Tyson Lamb. A year ago, about all we knew was Tyson had immense talent, a small yet burgeoning fan base and a skill for crafting bench made putters that landed him on the top of the “This guy is better than_________” list.

You can’t do what Tyson Lamb is doing without ruffling some feathers. That’s part and parcel what happens when you challenge the establishment with something a bit more interesting than the status quo.

But Tyson’s world…the putter world, is, well, full of odd dynamics and a little (or a lot) bit cultish. Territories are well-established, so if Tyson is going to stake his claim, he’s going to have to take some real estate from someone else. The quest doesn’t have to be personal, but putters are the most personal club in the bag and – bottom line – some people harbor deep affections for carbon, stainless steel, stamps, paintfill and crazy headcovers. I’m not here to judge. That’d be hypocritical. I’m one of those people.

Don’t hate the player, hate the game. Fair enough?

Tyson will inevitably forge his own way, but he’s aware that whatever his past, it is only possible because of people like T.P. Mills, David Edel, Bob Bettinardi and the godfather of them all, Scotty Cameron.

The next generation of skilled artisans is being led by Tyson Lamb… so what’s next?

WILL AN OEM COME CALLING?

There’s little doubt the OEMs will call, but will Tyson answer? There are clear benefits to being the guy at an OEM, but that doesn’t mean the mainstream route is right for Lamb.

Large OEM’s benefit from economies of scale. They have more resources, more engineers, larger R&D budgets (Callaway’s is over $30 million this year) and unconstrained access to Tour players. Recent history suggests that name recognition begins when your name appears on a big OEM putter, as was the case with Bettinardi – Mizuno, TP/David Mills – Mizuno and Odyssey and most notably Scotty Cameron – Titleist.

It seems like a slam dunk.

But there’s a cautionary tale here as well. Tyson is young, unquestionably talented and rightfully eager. OEMs have already started feeling Lamb out, soon enough he’ll have to decide whether to accept an offer.

Jim Butler thinks that’s the worst decision Lamb could make. Butler knows a thing or two about high-end collectible putters. He’s the owner of Table Rock Distributing who formerly partnered with Scotty Cameron. Table Rock is now the exclusive distributor of Lamb Crafted Putters.  Butler sees Lamb’s trajectory and understands his potential, but thinks he shouldn’t be in any hurry.

He has to be careful… he has to be patient. His value is only going up and he’s really just getting started. – Jim Butler on Tyson Lamb

The collectible market is driven by the consumer. Ultimately, it’s not the artists who get to decide whether or not products are worth anything. So the fact Tyson is already selling putters beyond the $3,000 threshold is incredible, but from a collectability standpoint, the question remains: will Tyson have the staying power and increased exposure to turn that $3,000 putter into one worth $4,000 or $5,000? This is where Tyson’s desire to get more putters in the hands of as many people as possible is absolutely critical. Supply will, for the time being, actually increase the value of his putters.

The reality is that the mass-produced nature of OEM’s gear is pretty much the antithesis of Tyson’s benchcrafted approach. He has no immediate interest in becoming another name stamped on mass-produced putters. This may limit his appeal to potential suitors, but for the time being, the goal is, says Lamb, “to get as many of my putters out there… in people’s hands.”

Once Tyson is firmly established as a player in the high-end custom putters market, he’ll have more leverage to partner with an OEM. The added credibility would allow Lamb to create several different lines, each with varying degrees of hand-finishing and customization, all while staying true to his benchcrafted philosophy.

The perfect fit for Tyson is a well-established company. Tyson can’t risk associating with an OEM that may go belly up. The right fit is an opportunity that will allow Lamb to play in both the premium market and the high-end consumer space. PXG and TaylorMade (after it gets sold and reestablished) are both viable options. Mizuno has history kicking open doors for premium designers, having employed the services of both TP Mills and Bob Bettinardi. It’s an intriguing fit. If Cobra felt the time was right to re-enter the putter space, Tyson would be a natural choice. Like Tyson, Cobra isn’t afraid of bold aesthetics, and with Tour staff like Rickie Fowler and Lexi Thompson, it has eyeballs on the younger generation – the one that will ultimately support Lamb’s efforts. Then there’s always the wildcard no one saw coming…Wilson?

He could also continue to go it alone. Tyson believes he can establish himself without an OEM partner, but admits, “it could take 20 or 30 years.” Part of this is because “I’m a control freak” admits Lamb. This is both an accurate self-assessment from Tyson and something he will have to figure out moving forward if he is to expand his business to the point where he’ll require more support. Finding people he can trust is paramount, and while letting go of certain aspects of the business won’t be easy, it’s something he’ll have to get used to.

Without OEM backing, getting your putter in the hands of a Tour player is a longshot, but it does happen, and Tyson remains rightfully confident. “I will have a putter on Tour.” Tyson is already in conversation with several Tour players, and it only takes one formerly-struggling guy to find lightening in a Lamb Crafted bottle, and you’ve got the spark that starts a conflagration.

The smart money says Tyson Lamb will find his dance partner sooner rather than later. There’s plenty of upside on both sides of the equation, and he’s far too rare a talent for OEMs to pass on.

LAMB TODAY

Lamb Crafted putters are expensive and not particularly easy to get your hands on. The most expeditious option requires a minimum investment of $3,000. With a custom piece, you get full access to Tyson’s toolbox. Prices start around $1,000, but most finish well north of there. The other option is the aforementioned Table Rock. Finished putters start around $2,900 and can reach beyond $5,000. Access to such customized, high-quality putters used to be reserved exclusively for tour players.

“For Tour Use Only used to mean much more than it does now” opines Lamb. Agreed. Tour Issued products don’t carry the same mystique they once did. Sure, there will always the one-off type clubs and prototypes which never make it to retail, but getting access to a Tour-level fitting, custom built putter, or hand-selected driver head has never been easier. Much of the allure has dissipated and Tour Issue is now less a function of access and more a function of willingness to pay.

To help bridge this gap, Tyson will roll out his first signature line of putters. The first two putters (both blades) will be shown at the Japan trade show later this month, with the other three models arriving by early June. This complete line will feature 5 models (three blades, a half-mallet and a mid-mallet) and a limited complement of custom options. The price range of $750-$1,250 puts Lamb’s signature line in the same ballpark as the TP Mills/Callaway line (expected to start around $700) when it debuts later this year. There’s a possibility the signature line will be available through select, established fitters (e.g. True Spec), but don’t expect to find them in any big box stores.

It’s a line of putters inspired by proven classic shapes and styles. They will showcase my attention to detail and signature milling styles. We will be able to produce more of these putters and offer partial customization, so that guys can get something unique and get it sooner rather than later.  – Tyson Lamb

Tyson is a creative force. His gifts are best on display when he’s able to design and create one-off custom putters for devotees who are willing to be patient and enjoy the ride. This is the foundation of Lamb Crafted, and while the line is long, it’s historically significant that one exists. That sounds presumptuous and maybe it is, but I won’t be surprised if the day comes when people pine for the days when a one-off Tyson Lamb custom putter was only $2,000. There was also a time in the not too distant past when people would gladly wait 6 months to pay 8 to 9 times the going rate of a Ping for a custom TP Mills putter. So it’s not as if this dynamic is without precedent.

There are only a couple hundred Lamb Crafted putters in existence currently, and it’s cost aversive for Tyson to create sufficient inventory to satisfy even a small retail distribution. An alternative is a modest demo-kit of 10 putters or so which could be shipped out to various courses/clubs for a virtual demo day. Throw in a little Skype session with Tyson and it’s not altogether a terrible way to grow your brand in an efficient and cost effective manner

CLARITY AND PURPOSE

Lamb’s putters stand out because they’re unique in the market. So while comparisons make for fun debate (and there’s always time for that) let’s look at what allows Lamb Crafted to be a distinction with a difference.

Tyson is in his late 20’s and about the only tool he lacks is wisdom, and we only gain that through experience. “All of these other guys have 20+ years on me… I have a lot to learn and a lot of catching up to do.” While that’s true, Tyson’s gifts are evident in every piece he creates.

Critics are quick to whip out the tired rhetoric of “it’s just another lame attempt to copy the Ping Anser… where’s the originality? ”

Give Karsten Solheim all the credit you want, but what gets missed in that circular shortsighted discourse is that Solheim created a canvas and a damn good one, but Tyson is creating a masterpiece. While the blueprint is 90% the same, it’s the last 10% that separates Lamb from the masses.

That last 10% is why we have Chip Foose, Pose, Dali and G/Fore.

Cars. Grafitti. Paintings. Clothes. Nothing is inherently remarkable about any of these, but they all serve as a medium through which one can experience masters of their respective crafts.

They’re separators and they each force some type of reaction Not all of the reactions are necessarily positive, but the point isn’t that you love what Tyson does (although plenty do), it’s that you notice and react. Love him or loathe him, few can look at one of his putters and not react. That’s how art works.

Like other artists, Tyson Lamb draws inspiration from an eclectic assortment of muses. He’s purposely over-engineered like Restoration Hardware. He’s unapologetic yet sophisticated like Travis Matthew and precise like Breitling. The aesthetics are simply complex, yet without visual disruptions. There are no hard edges and due attention is given to every square millimeter.

Part of what makes Lamb Crafted unique is Tyson’s hands-on approach. The experience of working directly alongside a craftsman like Tyson is what people want, it’s what they crave, and frankly, if you’re paying $1,500+ for a putter, it’s what you deserve. Tyson echoes this sentiment “I’d rather make $80,000 year and make everything in my shop in Texas than 10x times that and have everything be made abroad.” Hence the not made in China stamp which adorns some of his work.

People will pay for a product. But they’ll spend more for an experience and Tyson gets that. Experiences create memories. This is why we’ll pay a premium for backstage passes to a concert, trips to Disney World where hamburgers cost $15, and Wednesday Pro-Ams where you get you a 5 hour walk with a touring professional golfer.

STRONG STATEMENTS

People have complained about the difficulty in contacting and getting a response from Tyson. Others have indicated projects have started and never been completed. Some have even been so bold as to declare Tyson unfit to run a business.

As with most generalized and extreme accusations, the truth is somewhere in between. Well before Tyson was making custom putters he had a business partner who had a penchant for accepting payments and then disappearing. That happened nearly eight years ago and really isn’t relevant to Tyson’s current business.

While confident in his work, Tyson never expected such a sudden and large response to his putters. That’s the blessing and curse of mediums like Instagram where Tyson has upwards of 20,000 followers. With a staff of two, there are only so many emails you can answer in a day and still get work done. No one is suggesting that’s ideal, but this is a young start-up venture and there’s still a number of kinks to be worked out.

People don’t like when a hot item is backordered for several weeks or months, but that’s what happens when demand far exceeds supply, and unlike a large OEM Tyson can’t churn out an extra 50 putters a month to backfill existing orders. This doesn’t recuse him from all responsibility and while it doesn’t necessarily make anyone feel better, all companies experience growing pains, some of which leave potential customers frustrated.

Time will ultimately determine whether or not Tyson develops enough business acumen to be successful, but for anyone to judge after 12-18 months with far too small a slice is shortsighted. Ultimately, Tyson wants to succeed and he understands the necessity of change.

“I’m not the same person I was a year ago and that’s not the person I’ll be in a year. I have a lot to learn and a lot of work to do.”

Comparisons with Scotty Cameron are inevitable and I don’t think they particularly bother Tyson. There isn’t much downside for Lamb, but the converse isn’t equally true. Scotty built the collectible empire, but it’s as if acknowledging Lamb’s presence legitimizes him as the threat some of us think he will ultimately become.

Let’s be clear. Tyson is nowhere near Scotty Cameron. If Cameron is the top of Everest, Tyson is only starting the climb. Then again, one of Scotty’s largest collectors and most avid supporters was recently ostracized from the largest online community of Cameron collectors for shifting his allegiances to Tyson Lamb.

We’re at the tip of the proverbial iceberg and what lies underneath the surface no one really knows, but that’s part of the fun. Tyson is the only current craftsman in this generation that offers this particular combination of skill, momentum and potential. Wherever he goes and however he gets there, Tyson Lamb is going to leave his mark, probably in the shape of Texas.

Want to see what all actually goes into creating a custom Lamb Crafted putter? Stay tuned… that one is in the works.