Published on   2022-08-15 by Kai

TaylorMade Golf Company Inc. is a manufacturer of golf clubs that also has a large portfolio of other equipment for golfers. The company is based in Carlsbad in the US state of California.

Gary Adams, son of a golf pro, founded the company in 1979, initially as a one-man operation. To do so, he borrowed $24,000 for his home and rented a 6,000-square-foot building in McHenry, Illinois.

Early in career as a sales representative

Previously, he was a sales representative for a golf range accessories company. He noticed that the new two-piece balls were not being hit any further with the wooden drivers that were common at the time than with iron clubs.

Therefore, he developed a driver made of iron, also called "Metal-Wood". He quickly had three employees and sold only one item, his newly invented 12-degree loft metal wood.

Success story despite many prejudices

Individual professional players were convinced by this new club, so they recommended it to others. Thus the club spread despite initial prejudices. The winners of the 1984 PGA Championship (Lee Trevino) and 1985 (Hubert Green) teed off with TaylorMade drivers.

In 1984, winter sports specialist Salomon bought TaylorMade, which was still small at the time. Along with the sporting success came the capital needed for expansion. The Burner and Burner Plus product lines came onto the market, and TaylorMade also began producing putters in 1985.

Relocation close to competitors

In the same year, the company moved its headquarters from Illinois to Carlsbad, where competitors Callaway and Cobra Golf were already producing.

In 1998, Salomon, and with it TaylorMade, was sold to Adidas AG. The merger with Adidas ensured further growth. After the sale of Salomon, TaylorMade remained in the Adidas Group.

In 2007, sales of 812 million euros were achieved, in 2012, 1.7 billion US dollars were recorded, and in 2015, 1.5 billion.

In early May 2016, Adidas AG announced that it intended to withdraw from the golf business and sell the brands TaylorMade, Ashworth and Adams. Only the Adidas Golf brand, which manufactures apparel and footwear, is to remain within the Group.

Chapter "Adidas" closed after 20 years

In May 2017, Adidas AG announced the sale of TaylorMade, Ashworth and Adams to the investment company KPS Capital Partners. The purchase price is said to have been around $425 million.

TaylorMade has a traditionally strong position in drivers. With fairway woods, rescues, irons, wedges and putters, the complete range of clubs is manufactured under this brand.

Large portfolio for golfers

Like other manufacturers, TaylorMade also brings a wide range of products to the market, such as gloves, bags, caps and other equipment.

Golf balls have been produced in the meantime both under the TaylorMade label and by the then subsidiary Maxfli. This pure golf ball brand was taken over by Dunlop Slazenger Group Limited in 2003.

Many tour players with TaylorMade on the round

February 2008, the Maxfli brand was sold to Dick's Sporting Goods. In November 2008, the company acquired Ashworth Inc., a specialist in golf apparel.

A number of tour players have equipment contracts with TaylorMade. Currently, these include Natalie Gulbis and Paula Creamer on the women's side, and Camilo Villegas, Dustin Johnson, Edoardo Molinari, Jason Day, Retief Goosen, Robert Garrigus, Rory Sabbatini, Sergio García, and Martin Kaymer on the men's side. Tiger Woods has also been playing TaylorMade since 2017.

Previous article in the series: Callaway

Next article in the series: PING

Share on   Facebook   Twitter   LinkedIn  
Email   Whatsapp   Telegram
This post was published in