The Downfall Of Wilson Golf

As we start a new year and some players shift their equipment alliances, it's worth checking out MyGolfSpy's story of an elite brand that was once THE club of choice of elite players and now has a limited tour presence. And the result is not pretty.

Once the most respected name in irons and synonymous with the highest quality, Wilson Golf is now a Walmart staple and according to the MyGolfSpy analysis of Wilson's downfall, one of golf's sadder mismanagement stories of a once grand brand.

Thanks to reader Don for this:

So what do businesses do when they start losing both money and market share? They tend to make shortsighted decisions that haunt them for decades.  Wilson started trimming its Tour staff and, much to the chagrin of Pro Shops (who still sold most of the balls and equipment back then. Ask your Dad), jumped in bed with Wal-Mart.  At that time Wilson’s Ultra was one of the best selling balls in golf, giving Titleist a run for its money. In a quest to meet sales goals and secure end-of-year cash bonuses, management cut a huge deal with Wal-Mart for the Ultra.  Wal-Mart could sell the balls for roughly a dollar more than what the Pros could buy them for.

Reaction from the pros was about what you'd expect.

Now let’s fast forward to 1997. Wilson’s sales are still strong at a round $350 million but, according to Clarke, the division is still losing money by the barrel. MacGregor, doing even worse, is dumped by Amer Sports.

In ’97 Tiger makes history at the Masters with a hot new Cobra driver and later bags Titleist irons.  Adidas buys Taylormade, and TM staffer Ernie Els wins the US Open. Ping and Callaway are still flexing, and what does Wilson come out with?

Fat Shaft.