Piloted by company Founder and CEO, Reed Dickens, the Beverly Hills-based firm initially went to market in 2021 with premium aftermarket shafts. “We don’t make stock shafts,” Dickens declared. Some of the world’s best players took note, including Bryson DeChambeau and Dustin Johnson, both of whom joined as partners and board members.
Dickens, 45, previously worked as a White House assistant press secretary and later helped to launch Marucci Sports, the maker of Marucci baseball bats, as the founding CEO. At LA GOLF, he’s implementing the same strategies that elevated the bat company from startup to the most popular bat among major leaguers in five years. The playbook forces everyone involved to ask the following questions daily: Are we using the most advanced materials? Do we have unique performance enhancing IP? Would our player partners use it? Does it create social currency for the customer and the brand? “What we did in baseball was innovate a tool of the trade [wooden bat] that hadn’t been updated in 50 years,” said Dickens. “The shaft is the engine and transmission of the golf club, but no major brand makes a shaft, and shafts had not been innovated in decades, so it just made sense to start with the shaft.”
