There comes a time in any company's life that can be designated as a "turning point'' in its history. For Sonartec, that moment might have been July 18, when Todd Hamilton used its Md Hybrid Transition Club on his way to victory at The Open Championship.
"We've been going non-stop in shipping it" since Hamilton's victory, Sonartec Vice President of Sales Bob Gotfredson told PGA.com. "I came in the office (in Carlsbad, Calif.) Sunday night and the phones were all ringing."
Gotfredson said Sonartec officials contacted shaft manufacturer UST the evening of July 18 to get an added shipment of IROD shafts -- specially made for hybrid clubs -- in order to meet the demand. Sonartec originally began shipping the Md (suggested retail price $199) in April to favorable reviews.
"We've sold a lot of units and have kept upping the inventory levels," Gotfredson said.
The Md is the latest model in the five-year-old success story of Sonartec, which has consistently increased its fairway wood count on the PGA Tour and Nationwide Tour. Citing Darrel Survey statistics, Gotfredson said this year the company has had 75 players use its clubs on the PGA Tour and is the No. 3 fairway wood by more than 200 clubs over the next closest manufacturer.
A total of 35 of those players have used the Md Transition Hybrid, making it the No. 2 hybrid on the PGA Tour. At Royal Troon, Sonartec was No. 3 in the fairway wood count, with 18 -- including the Md -- in play. The Md, according to Gotfredson, was the only fairway wood in Hamilton's bag.
The Md comes in four lofts: 17, 19, 21 and 23 degrees. At Royal Troon, Gotfredson said Hamilton used a 17-degree Md bent to 14.5 degrees and sometimes used it to tee off.
"We think (Hamilton's victory) was a turning point in our young history," Gotfredson said.
Perhaps. Hamilton wasn't the first to win an Open Championship with a Sonartec club -- David Duval had a fairway wood in his bag in 2001 at Royal Lytham & St. Annes -- nor does this second victory mean a change in business strategy.
"We're about fairway woods and we're going to stick to that," Gotfredson said. "We just have more brand recognition now."
Just listen to the phones.
Copyright (c)2004 PGA.com. All rights reserved.
