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Parsons Xtreme Golf, better known as PXG, is the high-end golf club company founded in 2014 by billionaire businessman and philanthropist Bob Parsons, the man behind domain name registrar GoDaddy. An avid golfer, Parsons got into the golf club manufacturing business because it was something he was passionate about; he’s claimed to have spent in excess of $250,000 a year trying to find the right equipment.
Parsons brought in a pair of highly respected club designers (Mike Nicolette and Brad Schweigert) who had long careers with PING and tasked them with building the best golf clubs on the market. PXG prides itself on no cost or time constraints and no equipment cycles, allowing designers to research new alloys, explore new technologies and identify unique properties that would make the company’s clubs different.
PXG already has more than 150 global patents for proprietary designs and innovations, and has quickly established itself as a worldwide brand.
With sets of clubs that sell upward of $5,000, PXG has established a unique foothold in the equipment marketplace and isn’t necessarily competing with the big-name brands for consumers. Parsons says those who are loyal to the major players in the industry are at a different end of the market and that his clubs cater to a different type of clientele, likening it to a consumer who would prefer a high-performance automobile like a Ferrari over cars such as Honda or Toyota.
“When I came into this market I elected to only sell to the top end of the market,” Parsons said. “We don’t have an equipment cycle. Our equipment cycle is when we develop something that we believe is without a doubt superior.”
PXG has not only paired with professional golfers such as Zach Johnson, Ryan Moore, Billy Horschel and former women’s world No. 1 Lydia Ko, but aggressively aligned itself with social media golf personalities and influencers, among them Paige Spiranac. The approach is in concert with Parsons’s long-time focus on promotions and publicity that first made GoDaddy a household name.
PXG continues to aggressively push into golf’s expanding international markets, adding distribution partners in Japan, South Korea and Taiwan within the past year.
The company has also been at the forefront of the experiential aspect of club fitting, offering luxury getaways that include a three-day immersion in Arizona’s Sonoran desert.