Sweet Wood Golf...If You Like Hickory, Have A Sample
There is something discordant about a company that makes wood-shafted golf clubs, yet has its own online channel. Yet, in an era when digital communication is a necessity, perhaps the discord fades within nanoseconds.
In a time when metal means most to many, Sweet Wood Golf hopes to take golf club purchasing on a 180-degree U-Turn toward feel and sensation. I sat down, laptop to laptop, with company President Kerim Antoine Kfuri, for a quick nine (questions, not holes) on all things Sweet Wood…
1. How did you come to enter the golf industry?
ANSWER: Sweet Wood Golf Company was founded in 2006 by several golf
enthusiasts, historians and collectors.
2. What was the genesis for Sweetwood Golf?
ANSWER: In response to the oversaturation of the golf market with
high-tech clubs, gadgets and paraphernalia which essentially takes
the “golfer” out of the equation. The partners at Sweet Wood Golf
Company decided to develop a luxury line of handmade clubs, leather
goods and apparel which emphasized craftsmanship and high quality
traditional components and materials. Thus restoring elements of
traditional golf products in a very modern way and regenerating an
interest in “FEEL BASED or SENSORY GOLF”.
The sensory experience and club/shaft responsiveness a golfer could
expect by using hickory clubs with leather grips and forged steel
heads is unparalleled with today’s high tech equipment. So the idea
came about to try to take the best of both the traditional & the high
tech and fuse them together to create modern/traditional equipment.
3. Given the expected strength of all the metal clubs on the market,
how do you eliminate a consumer's fear about the durability of
Sweetwood Golf wooden instruments?
ANSWER: Even steel & graphite shafted clubs break today. We have
demonstrated durability on our side in that there are millions of
Hickory Shafted clubs & Leather bags/products from the early 1900’s
that are still very useable today almost 100+ years later. This is
because good craftsmanship and high quality materials create durable
products. That is our philosophy and we are very passionate about it.
4. What can you tell us about the wood that your company uses to
make its products?
ANSWER: All of our shafts for our clubs are 100% Hickory Wood which
originates from Tennessee or Maine. The shafts are cut with the grain
to add strength and not from the Heart of the tree. The shafts are
stained & treated with a 3 weeks water tested lacquer which is
scratch resistant. As far as our exotic wood heads we use a variety
of hardwood from all over the world. These include Bolivian Pau
Ferro, West African Zebra-Wood, Rhodesian Teak, Brazilian Cherry and
Birdseye Maple to name only a few…
5. Do you envision your golfing instruments to be equipment,
keepsakes, or perhaps both?
ANSWER: Probably our greatest compliment/insult we get is that our
products are “too beautiful to play with” or use. Obviously we do
make our clubs to be used on the links but we can’t stand in the
way of folks who want to keep them as beautiful display pieces.
6. You use the term "simplicity" to describe the art of the early
clubmakers. Can you elaborate on what this means, in contrast with
ANSWER: The early club makers, due to resource restrictions were only
able to control certain aspects of the materials or primarily the
organic components which went into the clubs they made. They did not
have robotic swing arms, trajectory monitors, etc. So, performance
was based upon how steel was shaped, wood was cut and leather was
utilized. Very simple, very effective. Clubs were clubs…GOLFERS
made the difference.
7. You have quite a list of clients and we suspect that there are
more that didn't make the "roll call" on your website. What aspects
of Sweetwood Golf bring your clients the greatest satisfaction?
ANSWER: The beauty of our products, their uniqueness, the overall
high quality & materials and without a doubt our abilities to FULLY
customize of products from the ground up. In this way we take a
philosophy similar to the Kenneth Smith company who had the slogan
“Handmade for You”. Thus, we maintain an impressive list of
who’s who celebrities, corporations and organizations that is quite
large for a company as small as we are.
8. It is apparent that Sweetwood Golf's line of product fits nicely
into the luxury item niche. For the budget-minded traditionalist, is
there a multiple-component package that might appeal? (IF THIS
QUESTION DOESN'T WORK, I WILL SUBMIT ANOTHER ONE.)
ANSWER: The Luxury Golf Niche is a NEW place & so the overall concept
is not very apparent to golfers at large who mainly have the High
Tech Blinders on. We feel our product not only fits nicely into the
Luxury Golf Niche, but we feel as though we “Define It” in many
ways. We always are willing to work with folks on special projects
and the combination of several items (Putters, bags and Irons) for a
good deal. As a smaller company who does not carry much inventory (as
all is made-to-order) we have certain flexibilities that benefit our
9. What question haven't we asked, that no one has asked, that
you've been dying to answer?
ANSWER: What does the Future hold for Sweet Wood Golf Company?
Currently we are working on a Nationwide Initiative which includes an
Exclusive “Preferred Vendor Program” for select Country
Clubs/Resorts/Courses to carry our line. This will only be available
to 3-5% of the market and will be very exclusive. As well, we are
planning on producing a “Luxury Golf Tour” which will be a
multi-day luxury experience for high net worth & celebrity clientele.
It will be an all inclusive event with 5 Star Hotels & Restaurants,
Luxury Seminars/Showcases and culminating in a unique Modern
Clubs/Hickory Club golf scramble. In short, Sweet Wood Golf
Company’s goal is to push “Luxury Golf” out to the golf
industry in our own creative way.
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