FROM MAR 2005
Page 1 of 2
Precision Play
Brown W Cannon III
Bettinardi putters are works of art that work
by Thomas Dunne
What does a fast-breaking birdie putt sweeping down the fall line
toward the hole have in common with a fourteen-foot-long bomb set
loose from an F-14 to zero in on a terrorist's tent in some dusty
corner of the world? The simple answer, of course, is that in each
case success depends on precision. A facile comparison, perhaps, but
just as the player carefully studies the undulating green to avoid the
dreaded three-jack, so the bomb will be "smart" enough (one hopes) to
avoid the orphanage next door to its intended target.
There is, however, a less-obvious point in common—a
forty-four-year-old mechanical engineer named Bob Bettinardi. From his
manufacturing facility in Tinley Park, Illinois, Bettinardi's CNC
milling machines produce casings for electronic guidance systems,
protecting a smart bomb's "brain" with quality-control tolerances set
to, well, military precision. Just five feet away from those machines
sit several others, dedicated to the products that Bettinardi is much
more famous for—namely, some of the most beautiful putters in the world.
To the cognoscenti, the Bettinardi name is synonymous with
performance, prestige and price. Since partnering with Ben Hogan in
2003, a retail Bettinardi putter can be had for anywhere from $190
(for the Hawk series) to roughly $500 (for a stainless-steel
model)—high end, to be sure, but in the ballpark with top offerings
from other major companies. But a visit to the Internet reveals a
different story, one of a feverish collector's market where rare
Bettinardi Tour prototypes can run upward of $10,000. Then there are
the models available exclusively in Japan, the only region excluded
from his contract with Hogan. There, Bettinardi putters rank in the
top three on the Japanese Tour Darrell Survey, and this is where some
of his most creative pieces can be found today.
"I sometimes think they love me in Japan because I have an Italian
last name," he laughs. "They associate it with quality: you know,
Armani, Maserati . . . Bettinardi."
So what makes a Bettinardi special? For one, each is produced from
start to finish in Tinley Park, as Bettinardi refuses to sacrifice
quality control for lower labor costs. Another is his penchant for the
exotic, creating works of art from materials such as "double-aged"
stainless steel, black chrome, gold- and copper-plating, and a
bewildering array of finishes and inserts. The third major factor is
the process itself. Time is money, as we all know, and it takes twice
as long for Bettinardi's CNC (Computer Numerical Control) machines to
mill a putter head out of a single piece of steel than it does to make
a standard forged putter.
For the most part, the history of golf club design has been marked by
near-total anonymity for the innovators who actually dream up the
irons, woods, wedges and putters that we swing every day. Very few
know the name Coburn Haskell (inventor of the rubber-cored,
proto-modern golf ball), much less that of Richard Helmstetter, chief
designer of the Callaway Big Bertha. Indeed, dating back to Old Tom
Morris, who along with his architectural and playing accomplishments
was the foremost club maker of his time, only a handful of designers
can be described as celebrities in golf circles. In the modern age, a
list of such auteurs might include Karsten Solheim, Bob Vokey, Bobby
Grace, Scotty Cameron and Bob Bettinardi.
Bob Bettinardi has been working with metal his entire life. Hanging
around his father's machine shop, he grew up making parts and studying
the properties and potential of various alloys, so a degree in
mechanical engineering from the Milwaukee School of Engineering was a
natural move for him. After college he worked for his father for six
years before starting his own shop and quickly acquiring the medical,
communications and defense contracts that were the focus of his early
career.
In December of 1990, though, he had a revelation. Walking into a pro
shop, Bettinardi spotted his first milled putter, a Callaway Bobby
Jones model. He understood immediately what this implied. For years
putters had been almost all cast, meaning that molten metal was simply
poured into molds and left to cool, producing results that were often
imprecise. Bettinardi bought the putter and began setting his milling
machines to a new task.
And the rest is history? Not exactly. "It took me three months to make
my first putter," Bettinardi says in his dry Chicagoland accent. "One
putter, three months! Trial and error—that was my first foray into the
process."
Within a matter of months, though, the quality of his early
experiments would land him a contract with Mizuno, where he spent the
next few years designing with Scotty Cameron. One of their first
breakthroughs, in 1993, was one-piece technology, or milling putters
from a single block of metal instead of welding separate pieces
together. "Any time you add heat to metal, it distorts it, and I knew
we could take it to the next level," says Bettinardi. "People were
amazed by one-piece technology. It definitely has a better feel."
Precision Play
Bettinardi founded his own company in 1998, and the artistry of his
work really took off. "Confidence starts with looks," he says. "Golf
is such a tough sport, but if the putter looks beautiful, gives you
that warm and fuzzy feeling inside, then at least you have a chance."
The most instantly recognizable feature of a Bettinardi putter is the
honeycomb pattern on the clubface, created with a jeweler's cutting
tool. While the designer is quick to point out that the honeycomb "has
a performance characteristic in that it makes the putter face flatter
than a normal cut," it is the look—both high-tech and elegant—that
turns heads on practice greens around the world. Back in 1999, at the
Greater Greensboro Chrysler Classic, announcer Gary McCord joked of
Jesper Parnevik's new putter, "The face looks like the parquet floor
of the Boston Garden." Parnevik then shot twenty-three under and won,
taking all of ninety-nine putts.
It was the first Tour victory for Bettinardi, and has been followed by
at least a dozen more, including two majors in the last two years: Jim
Furyk's U.S. Open victory in 2003 and Vijay Singh's PGA Championship
title in 2004, one of four events he won with a Bettinardi flatstick
during his monster season.
In October 2003, Bettinardi signed a multiyear contract with Ben Hogan
(now owned by Callaway), becoming the first designer to have his name
alongside that of the legendary Hawk on a golf club. Of the five lines
of putters currently offered by Hogan, three have the traditional look
familiar to Bettinardi fans, while the other two are in the modern
mallet family, including his most recent offering, the Hawk series.
The BHB11 and BHB12 are oversize alignment putters; Bettinardi is
confident that the invasion of the "potato mashers" is not a passing
trend. "Most people who play golf are not three-handicaps," he says.
"They need something to make more putts with. When you look down and
see this big mallet, with its long lines and all the weight in the
back to help you accelerate through the ball—it just makes sense."
Along with tracking his Tour players and developing new products, the
designer is primed to have an exciting year right at home in Chicago.
Studio B, Bettinardi's custom-fitting studio strictly for putters,
features a four-camera dynamic fitting system and other high-tech
gadgetry. It will debut in July, timed to coincide with the Western
Open at nearby Cog Hill. The kicker is that, unlike many studios
operated by major equipment companies, Studio B will be open to all,
not just touring pros and corporate VIPs. (Visit bettinardi.com for
details.)
"Customers will walk in to an area that will almost be like a little
museum, where they'll get an idea of how putters are made," Bettinardi
says. "After practicing on the green, they'll go into the studio,
which is right above my shop, so they'll be able to look through a
window and see putters being created while they're being fitted. We're
not going to adjust their stances. I don't want to be a golf coach—I
want to take the way they putt and fit the putter to their styles."