PXG
LEADERSHIP
Bob Parsons, Founder
Renee Parsons, President and Executive Creative Director, PXG Apparel
Mike Nicolette, Director & Senior Designer
Brad Schweigert, Chief Product Officer
Leela Brennan, VP Brand Communications and Engagement
Parsons Xtreme Golf, more commonly referred to as PXG, was founded in 2013 by billionaire and philanthropist Bob Parsons, the man behind the GoDaddy group of companies.
Parsons, an avid golfer, developed PXG out of a desire to create the world’s best golf equipment. In the years after its founding, PXG established a niche for high-end equipment in the U.S., leveraging breakthrough technology and sophisticated manufacturing processes to differentiate from the industry’s major club makers.
When creating the brand’s first line of clubs Parsons demanded designers develop a set of ironers that look like blades, launch higher, go farther, feel softer, and “have a sweet spot the size of Texas.” He gave designers complete freedom with no time or cost constraints. In the years since, PXG has become an international brand, with retailers and distributors around the world, not to mention 750 global patents.
As the company has grown and evolved, it’s been able to take advantage of economies of scale and more efficient processes to offer a wider range of products at a variety of price points and drastically build its customer base.
PXG founder Bob Parsons
PXG clubs are not found in golf retail outlets or big box stores. Instead, PXG offers high-end club-fitting experiences through its network of mobile Master Fitters, green grass partners, and a limited number of retail partners. While the company continues to rapidly grow in prominence within the U.S, PXGs international distributors have also aided them in becoming extremely successful in countries like Japan, South Korea, Taiwan, and the U.K.
PXG growth also includes adding standalone U.S. retail and fitting locations in an effort to better serve consumers while maintaining control of its distribution.
The standalone stores feature fitting bays, a putting green and an expansive retail area that includes PXG’s expanding apparel line, which is overseen by Renee Parsons.
“We are paving our own unique path in golf and fashion,” said Renee Parsons, the president and executive creative director for PXG Apparel. “By fusing performance, comfort, and style into all we do, PXG is designing and producing pieces that fill a void we saw in the golf apparel industry. Early adoption has exceeded our expectations, and I am excited to continue evolving and creating in this space.”
Renee Parsons and Nick Jonas as a launch party in New York for a apparel collaboration between Jonas and PXG.
When PXG burst onto the golf equipment scene in 2015, it did so with high-end and high-priced clubs, not to mention a healthy dose of bravado.
When the original GEN1 0311 irons were first released, Parsons says PXG was a pure research and development company.
“We spent a lot of money to make them,” said Parsons. “We spent a lot of money in research and development salaries. It took us a while to get there. What we did was put a higher price on them because we had spent way more money, we believe, than anyone did to make those golf clubs. To our delight, they were accepted really well.”
As PXG has grown and continue to innovate with new club lines, it’s been able to broaden its offerings and expand market share. This has been particularly true during the “Covid era,” as the direct-to-consumer company ramped up production, inventory and hiring during a stretch when many competitors were forced to close their doors and halt or reduce orders.
Now just under a decade in, PXG has built a loyal base of PGA and LPGA tour pros. Notable names include Zach Johnson, Jason Kokrak, Joel Dahmen, Hudson Swafford, and Luke List from the PGA Tour and Celine Boutier, Ryann O’Toole, Mina Harigae, and Megan Khang from the LPGA Tour. But most notably, PXG has continued to build a strong following among recreational golfers, growing its customer base with a variety of collections and price points.
KEY TAKEAWAYS
PXG essentially created a market for high-end golf clubs in the U.S. and has since been recognized as one of the fastest-growing private companies in the country, with a brash and aggressive marketing strategy that epitomizes the personality of its founder.
And marketing remains a major focus for PXG, an approach in concert with Parsons’s promotions and publicity success that first made GoDaddy a household name.
As the company continues align with professional golfers as well as athletes, celebrities and social media personalities and influencers, the expansion of its offerings (and price points beyond the high-end) has in turn drastically expanded the brand’s consumer reach — both in the U.S. and internationally.
Fortnight.
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