We’re going to sell premium Ben Hogan products at factory direct pricing.” What that means is you’ll be able to buy Hogan equipment directly from the company via its new website, and Hogan is cutting out the middle man.There's no MSRP, no retail partner pricing or margins to protect.But will golfers buy premium product at a direct-to-consumer pricing?This past spring Hogan tried just that by selling off inventory at, comparatively speaking, bargain-basement prices.But we’re not going to build something and bet that if we build it, they will come.We’re going to do our best to minimize costs and pass the reduced overhead on to the consumer.” There’s still a 2-person R&D team in place, and White says you can expect some new Hogan equipment perhaps by the end of this year or early next.“We have a new business model and business strategy.
“We’re never going to have an enormously wide or deep product line,” says White.
We’ll have manufacturing, R&D, assembly and a few other functions at Fort Worth, but we’re going to outsource a lot of other functions, like marketing, finance and accounting.” - Scott White, Hogan CEO We've written about how and where Hogan went wrong - and White is very frank about the fact the original Hogan concept was flawed from the get go.
“We’re not going to make the same mistakes we made in the past. “ We’re going to be very calculated, very nimble and will grow as needed.
“We’ve spent a lot of time restructuring,” he says.
“We’re in the old Callaway building in Fort Worth, and we’re going to maintain our headquarters here, but it’s going to be a very small structure.” “One of the challenges we had was our overhead was so out of whack.