Talk about irony : An already successful firm known for its cutting-edge innovation gains worldwide attention by creating a product named after an 80-year-old mechanism . But that ’ s what happened after Callaway Golf Co . introduced Big Bertha , the name Ely Callaway chose in 1991 for the groundbreaking driver featuring a clubface that was massive for its time . Big Bertha was the moniker given to a huge howitzer , a type of cannon used by German troops during World War I that could fire nearly 1,800- pound projectiles almost 6 miles .
“ Mr . Callaway said , ‘ This is what I want to call it ,’ ” says Austie Rollinson , chief designer of Callaway ’ s Odyssey putter . “ Others weren ’ t sure that was the best idea , but he had a great sense of putting personality into a product .”
That product made Callaway Golf millions — and created millions of brand-loyal duffers .
Callaway Golf Co . apparel
A LASTING LEGACY
Part of Callaway ’ s success was his continued emphasis on products for weekend duffers . “ Callaway Golf has always believed that the way to grow the game of golf is to make it more enjoyable for the average golfer ,” he said in 2001 . “[ We intend ] to continue to grow the game by helping people enjoy the game .”
That growth hit critical mass in 1991 , with the release of Big Bertha ( see sidebar ), a driver that put Callaway Golf on the map and changed the game itself .
“ I started at Callaway just before Big Bertha .” Rollinson says . “ Then things really took off . Although I ’ d just finished college , Mr . Callaway was always interested in my ideas . He listened to everyone . He ’ d walk the manufacturing floor every day and knew everyone ’ s name .”
Callaway Golf continued to turn out innovative products , developed with industry-first technologies . Callaway spared no expense in ensuring that every product was , as he put it , “ demonstrably superior and pleasingly different .”
This phrase , often referred to as “ DSPD ,” became the cornerstone of Callaway culture . Scores of other Callaway staffers put their sweat equity into honoring DSPD . “ The words ‘ demonstrably superior and pleasingly different ’ are all over the place ,” Finley says . “‘ DSPD ’ is on the [ facility ’ s ] atrium wall . It ’ s on posters . I have it pasted in my office . Many others do [ too ]. … The products we produce need to fit within that DSPD rule before we bring them to market .”
Callaway ’ s mantra is behind the company ’ s
“ It was the first big , oversized metal-wood ,” Rollinson says . ( Metal-woods are drivers , traditionally called “ woods ,” constructed of metal .) “ Drivers in the ’ 70s and ’ 80s were wood . A few innovators tried casting hollow stainless steel driver heads , but they always cracked . Our innovation was to get the club head to the size it was in stainless steel without cracking .”
“ Big Bertha lived up to its name ,” says ason Finley , Callaway ’ s global director of brand management for golf balls . “ A lot went into that from a technical perspective , and it really stood out in terms of product differentiation .”
unending obsession to innovate . The firm introduced computer-controlled golf product manufacturing , invested $ 50 million into its state-of-the-art golf-ball production plant and , more recently , used artificial intelligence to assist in the design of Callaway ’ s new and well-received Mavrik drivers and irons .
“ Mr . Callaway motivated everyone ,” Rollinson says . “ Years ago , we were trying to become exactly what we ’ ve become today . That ’ s because of him .” PC
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