Certified Master Club Fitter – Organizational

Assessment
 Due to worldwide changes since the beginning of the Covid-19
pandemic, outdoor and socially distanced activities have massively
grown in popularity. We have seen a massive boom in the golf industry
in the last 2 years, in part, because golf was one of the only activities
available during the height of the pandemic. As we do each year, we will
be completing an Organizational assessment and because of the
emphasis that has been placed on customers who are new to the sport,
we will be looking a bit more closely at the organization that we have
had for years that focuses on the team of Callaway Certified Master
Club Fitters.
There are many different ways to complete an Organizational
Assessment and we have chosen to use a model that has proven to work
in many different places as it has grown in popularity. The Good to
Great Model, made famous by Jim Collins, takes companies (or parts of
companies) that are good and transforms them to become great!
Here at Callaway Golf we believe in being the best. We make the
best equipment, we sponsor the best athletes and we employ the very
best of the golf community. We did not make it this far by simply
“letting it ride” but by discovering each day how we can perform better
to continue to be the best brand in golf.
Each of you will help us complete this assessment that will help to
discover things that will be crutial in keeping Callaway Golf at the
forefront of the market.
There will be three main parts to our Organizational Assessment
that will help us determine the best way forward we will assess;

 Overall Performance of Club fitters

 What drives our Fitting Teams

 Product knowledge and sales skills

Performance of Club fitters

As is standard in the “Good to Great” method, we will hold

quarterly meetings from top down. A mass meeting with every district
manager will be held, quarterly, to go over expectations for the Master
Fitting staff. It is important to understand that these quarterly meetings
are to be viewed as “brutal facts” meetings. Collins mentions how
important it is to know that, “This is not the time to express opinions or
strategize…”(Collins). These meetings are meant to simply state where
we are with concern to the facts.
Each quarter, as District Managers meet together to discuss the
facts, they will turn to the Regional Sales Rep’s within their district to
have their own personal “Brutal facts meeting”.
Due to the fact that it is not cheap to do Custom Fitting Events, we
will aim to be sure that each club fitter is properly trained and receives
the Callaway Master Fitter Certification. Through the online order
system, Engage, each fitter will be reviewed and trained when needed,
based on feedback from customers.

Big Hairy Audacious Goal (BHAG)

We have set the BHAG for ourselves based on a 20 year

timeframe. Within 20 years, or less, us at Callaway Golf have made it
our goal to become the biggest golf ball brand in golf. The current
market share belongs to Titleist, but we estimate that with the current
growth that we are seeing in our market with the golf ball, we could take
over as the number 1 golf ball played across the world. There will be
help from the custom fitting teams in this regard as well, to get
customers fitted for a golf ball that fits their game.
What drives our Fitting Teams
Each person has a reason to have the job that they have, here at
Callaway Golf, we want our people to love what they do for work. Our
Club fitters are the face of our company at many of the private country
clubs around the country and it is important that they live and breathe
Callaway Golf, so as to promote confidence amongst potential
customers.
As a company, we will do whatever it takes to make our people
happy, we take great pleasure in making sure that each of our Custom
fitters has whatever equipment they need in order to keep their game
sharp.
Through a series of interviews and questionnaires, we will assess
what drives our employees and we will do all within our power to keep
those positive experiences flowing so that our people can continue to
grow with us in the years to come, afterall the most important thing
about us at Callaway Golf is the people.

Product Knowledge and Sales Skills

In order to deliver the very best product, every single time, each
employee will be required to pass off the learning modules and training
certifications found in “Callaway University”. In an attempt to make the
learning more interesting, and in turn more effective, we will be looking
at different ways of incorporating sales skills trainings throughout the
time that this assessment takes place.
Sales skills are just as important to the division of Master Club
Fitters as the knowledge that each fitter possesses. Sales skills will be
assessed throughout each territory to ensure that each event that we do is
maximized, allowing us at Callaway Golf to remain at the top of our
game.
Collins, Jim. Good to Great. Random House Business Books, 2001.

Mylroie, Jason. “Callaway (Brand Profile): Recent Equipment

Releases.” Golf Assessor, 28 Nov. 2019,
https://www.golfassessor.com/brands/callaway/.