By Christina Fuoco-Karasinski
Bob Parsons is affable and playful when he talks about his Scottsdale Airpark-based company Parsons Xtreme Golf, otherwise known as PXG.
“Sometimes it’s a real blast,” he says with a laugh. “Other times, not so much.”
The billionaire and GoDaddy mastermind founded PXG to prove he could get more out of his golf equipment. He says with revolutionary patented technology, the world’s finest materials and zero cost or time restraints, PXG products would be golf clubs without compromise.
“PXG is probably the most unique golf equipment company in the industry,” he says. “First of all, we are an experiential brand. Playing with our equipment, getting fit for our equipment and coming to the stores is very different than dealing with anybody else.”
Parsons and his staff are concerned about one thing: having the top research and development engineers. When other golf companies release something new, they talk about how much better it is, and that’s suspect, he says. Parsons says his equipment is noticeably better or it’s not released.
“We’re not a public company,” he says. “We’re not known to generate cash. Our one purpose is to engineer the very finest golf equipment in the industry, and we continue to do that.
“We spend far more to develop and make our equipment than other companies, I believe. When golfers get a chance to play PXG and hit it for the first time, they are stunned. It makes such a difference.”
PXG does not market through big-box stores. Instead, PXG offers mobile fitting and select certified retailers, as well as an aggressive call center, he says.
“We do probably the best job of making sure our clubs fit our customers,” he adds.
Nobody stands tall next to his clubs, he adds.
The list of golfers who use PXG clubs is impressive — brand ambassador Darius Rucker, former President Barack Obama and a slew of PGA and LPGA stars. There are others, Parsons says, whom he is not at liberty to reveal.
Former Arizona Diamondbacks pitcher Archie Bradley can attest to the clubs’ performance and the company’s vibe. Bradley says he considers PXG his family.
“My experience has been amazing,” says Bradley, who recently sold his Scottsdale home and signed with the Philadelphia Phillies.
“A lot of companies talk about being a family. Since I’ve been a part of PXG, I felt like a family member. I get random gifts like hats, shirts — just swag. They’re obviously very gracious with fitting me with numerous sets of the clubs.”
Bradley’s bond with PXG was tightened in February 2019, after his golf bag containing clubs worth $5,925, a $3,000 Louis Vuitton wallet, Bradley’s driver’s license and credit cards were stolen from the TPC Scottsdale Stadium Course’s 16th hole at the 2019 Waste Management Phoenix Open.
Although his clubs were returned, Bradley says PXG gifted him with a set.
“Immediately, even before it went public, they sent me a brand-new bag,” Bradley says via telephone from his home in Oklahoma.
He doesn’t claim to be a great golfer. Bradley has even a better reason for using the clubs.
“They’re just cool,” he says with a laugh. “The performance is going to speak for themselves. I mean, look at the pros who are using their clubs. There’s just a coolness and edge and design that stands out and separates them from others.”
That’s exactly why Parsons founded PXG. He’s an avid golfer who bought the latest and greatest clubs when they hit the market. About eight years ago, Parsons acquired Scottsdale National Golf Club, an exclusive members-only course in North Scottsdale. Less than a year after that, Parsons was approached about “talented engineers” who were looking for a new challenge.
“I reached out and hired a couple engineers from Ping,” Parsons says. “We set out to make the very best golf clubs ever made. We didn’t know if we could do it, but we had unlimited time and an unlimited budget to invest in the equipment.”
Once the engineers’ no-compete clause expired, Parsons and his team of engineers “nailed it.” Now, PXG has the “most expensive golf clubs that are made. We found a way to take our technology and engineer it in clubs that are outstanding. The result of all that together is the company has grown like a weed.”
The COVID-19 pandemic forced PXG to swing in a new direction. The stores changed their policies and asked customers to mask up. Salespersons and those who assemble the clubs practice social distancing and wear masks, too.
Despite the pandemic, the average company, Parsons says, grew 20% in 2020. PXG increased its sales by 100%. He sees PXG continuing to grow.
“We’re already profitable,” he says. “In a very difficult business, we sell direct. Even though our prices are high, if we sold through big box, they would be a lot higher or we would have to compromise the quality, which we won’t do.”
Parsons is preparing to release a new lineup of golf clubs that he calls “simply amazing.” The PXG Gen 4 collection has “pinpoint accuracy, explosive sound and pure sex appeal.” The price is worth every cent,” he says.
“Nobody makes golf clubs like us,” Parsons adds.
Bradley appreciates Parsons and PXG going out of their way to spoil him and to make sure he’s fitted with gloves and swag. He will most assuredly return to PXG when he lands in the Valley to participate in the Waste Management Phoenix Open’s Pro-Am Tournament.
“I’ll be using my PXGs, baby,” he says with a laugh.
PXG Scottsdale: Headquarters
15690 N. 83rd Way, Scottsdale
6751 N. Sunset Boulevard, Suite E012,
in Westgate, Glendale
1-844-PLAY-PXG, pxg.com, firstname.lastname@example.org