Harper Lin
Magique Golf, headquartered in Tempe, Arizona, is a golf club manufacturer founded in 1985 by Bill and Kathy Cornelius. The company was acquired by new owners, Sean and Heath Sheppard, in 2004. Magique Golf designs, manufactures, and distributes custom-fit golf clubs, including drivers, fairway woods, irons, and wedges, through a network of golf professionals. With a better fit, better price philosophy, the company aims to cater to the majority of the golf market that consists of non-professional golfers. Magique Golf continues to operate and grow its business, focusing on providing high-quality golf clubs at affordable prices.
| Characteristics | Values |
|---|---|
| Year founded | 1985 or 1986 |
| Founder(s) | Bill and Kathy Cornelius |
| Current owner(s) | Sean Sheppard and his brother, Heath |
| Headquarters | Tempe, Arizona |
| Website | www.magiquegolf.com |
| Phone number | 480.961.7507 |
| Products | Golf clubs (drivers, fairway woods, hybrids, irons, putters, and wedges), bags, and accessories |
| Manufacturing philosophy | "Better fit, better price" |
| Marketing strategy | Giving away custom-fitted clubs to generate future sales |
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What You'll Learn
Magique Golf's history
Magique Golf has a long history in the golf industry, dating back to its founding in 1985 or 1986 by Bill and Kathy Cornelius. Headquartered in Tempe, Arizona, the company initially started as a component business, manufacturing and distributing custom-fit golf clubs, including drivers, fairway woods, irons, and wedges. The company's trademarked Gram Matched System® ensured maximum performance for golfers.
Kathy Cornelius, a charter member of the LPGA, played an instrumental role in innovating and growing the LPGA. Under the Corneliuses' leadership, Magique Golf established itself as a financially stable company with a strong reputation for quality. In 1999, the company was acquired by another party, and its focus on custom-fitted golf tools took a backseat.
In 2004, Sean Sheppard and his brother, Heath, purchased Magique Golf from DP Golf. They recognized the company's potential and set out to continue the tradition of high-quality, custom-fit golf clubs at affordable prices. Sean, formerly the Director of Instruction for John Jacobs Golf Schools, brought innovation to the new Magique line. With their "Better fit, Better price" motto, the Sheppards aimed to cater to the majority of the market—the everyday golfers.
Magique Golf's strategy paid off, as each month in business brought continued growth and success. The company's M-Series driver, priced at $199, and M-Series irons, ranging from $58 to $65, offered golfers similar quality and technology as top brands at significantly lower prices. Magique Golf's commitment to its customers and its unique fitting process solidified its place in the industry.
Today, Magique Golf continues to design, manufacture, and distribute a comprehensive range of golf equipment, from clubs to bags and accessories, through a network of golf professionals. While the company may operate on a smaller scale compared to major manufacturers, its impact on the game and dedication to its craft remain unwavering.
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$5.92 $6.92
Magique Golf's business philosophy
Magique Golf was founded in 1985 or 1986 by Bill and Kathy Cornelius. It was then purchased by Sean and Heath Sheppard in 2004, who continue to own and run the company today. The Sheppards recognised the potential of the business, which had been a small, financially sound operation under the Cornelius family. They sought to expand the business while retaining its focus on high-quality, custom-fit golf clubs.
A key aspect of Magique Golf's philosophy is its commitment to serving the average golfer. Sean Sheppard has stated that the company does not aim to compete with major golf manufacturers or seek endorsements from touring professionals. Instead, Magique Golf focuses on providing clubs that meet the needs of the other 85 to 90 percent of the market. This includes offering clubs with customer-focused specifications, such as club heads and flex points on shafts that are tailored to the average golfer.
The company also prioritises its fitting process, ensuring that each club is fit to a "T". This, combined with the use of high-quality materials and technology, allows Magique Golf to offer its products at competitive prices. The company's M-Series driver, for example, is priced at $199, significantly lower than the $350 to $500 range of many other high-tech drivers.
Magique Golf's marketing strategy also plays a crucial role in its business philosophy. The company aims to get performance-fitted clubs into customers' hands, hoping to encourage the purchase of a set of customised irons or woods. By partnering with Advantage Golf, a national tournament-planning company, Magique Golf offers custom-fitted rescue or recovery woods to golfers attending tournaments.
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Magique Golf's manufacturing facility
Magique Golf is headquartered in Tempe, Arizona, and was founded in 1985 or 1986 as a component company. It has been an institution in the Arizona golf industry for over 20 years. The company designs, manufactures, and distributes a full line of high-quality, custom-fit golf clubs, including drivers, fairway woods, hybrids, irons, putters, and wedges, as well as bags and accessories.
The Magique golf club manufacturing facility in Tempe offers a unique insight into the world of custom golf club manufacturing. The facility is equipped with state-of-the-art technology and a dedicated team of craftsmen, ensuring that each club is meticulously crafted to meet the specific needs of its customers.
The manufacturing process at Magique Golf begins with the selection of the finest materials. Magique Golf is known for its commitment to using only the latest technology and most advanced materials in its club manufacturing. This includes utilising the same forged wood head manufacturer as renowned brands such as TaylorMade, Callaway, Cleveland, and Titleist.
The company's trademarked Gram Matched System® is a key component of their manufacturing process, ensuring maximum performance from their clubs. Magique Golf's commitment to quality is evident in every stage of the manufacturing process, from the initial design to the final assembly.
The facility also houses a team of experts who are dedicated to the custom fitting process. This process involves carefully cross-referencing a golfer's abilities, swing speed, and fitting characteristics to determine the optimal clubhead, shaft, and grip combinations. Magique Golf's innovative 16-point custom fitting program, available on their website, offers golfers a user-friendly tool to ensure they find the right club for their game.
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Magique Golf's marketing strategy
This strategy is reflected in their pricing, with Magique Golf clubs being more affordable than those of their competitors. Magique Golf's focus on custom-fit golf clubs also sets them apart, with their trademarked Gram Matched System® ensuring maximum performance for their customers.
In terms of promotion and advertising, Magique Golf launched a new website in 2006 to showcase their line of custom-fit golf clubs. They also provide contact information, encouraging potential customers to call in for more information.
To build a reputation and establish themselves in the market, Magique Golf could consider implementing the following strategies:
- Developing an effective email capture strategy by utilising user-friendly tee sheet software, staff training, and online booking tools.
- Creating third-party relationships with entities within the community to position the brand in a positive light.
- Understanding and utilising the four "P"s of marketing (product, price, place, and promotion) to develop effective advertising and promotional marketing strategies.
- Defining target markets and knowing their market position to create strategies and goals that align with their mission.
- Stimulating participation in events and activities, such as "closest to the pin" contests or "demo days" with equipment vendors.
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Magique Golf's product range
Magique Golf has been designing, manufacturing, and distributing custom-fit golf clubs and accessories since 1986. The company is headquartered in Tempe, Arizona, and is committed to providing affordable, high-quality golf equipment for the average golfer.
In addition to their well-known M2 Irons, Magique Golf offers a variety of other club options. Their M3 iBrid series includes a hybrid club and a steel shaft stiff flex golf club. They also have a range of perimeter-weighted woods and irons, such as the Magique II Progressive Offset series, which includes irons and a sand wedge.
Magique Golf also manufactures and distributes golf bags, golf carts, training aids, GPS systems, apparel, shoes, and various other golf accessories. Their commitment to innovation and affordability has made them a respected name in the golf industry for over two decades.
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Frequently asked questions
Yes, Magique Golf is still in business. Founded in 1985/6, the company has been an institution in the Arizona golf industry for over 20 years.
Magique Golf designs, manufactures and distributes a full line of custom-fit golf clubs, including drivers, fairway woods, hybrids, irons, putters and wedges, as well as bags and accessories.
Magique Golf is headquartered in Tempe, Arizona.
