There are 60 million golfers around the world, and whether they are weekend enthusiasts, skilled amateurs or highly-compensated professionals, they are all looking for ways to improve their game. And, until recently, the only way to improve was to take a lesson.
Callaway Golf came up with a second way: Improve the clubs. Until about 20 years ago, Callaway had mostly operated by designing clubs by trial-and-error. They had plenty of good designers who had insight into what would be a desirable club, but little understanding of how to realize their insights without making prototypes.