Edel Golf is under new ownership. And it’s changing home addresses as well.
Former CoorsTek executive Doug Coors has acquired Edel Golf. In addition, to address and uptick in consumer demand, domestically and internationally, Coors moved Edel’s headquarters and primary assembly facility to Denver, Colo.
You’re likely picturing crisp, icy Rocky Mountain spring water, snow-capped mountains or a golden Banquet Beer logo. Yes, Doug is part of that Coors lineage. Beer and golf tend to go together like heat in the Sahara. But, in this case, the relationship is a bit more substantial.
In the mid-1960s, Coors Brewery Co. entered into a land swap agreement with the Board of Directors at what then was called Rolling Hills Country Club. In exchange for that land, Coors agreed to underwrite the cost of building a 18-hole Press Maxwell-designed championship course, clubhouse, pro shop, swimming pool and tennis courts. Then in 2018, the board purchased the land (and water rights) from Coors. Seven years prior, the membership voted to change the name to The Club at Rolling Hills. Doug and his family are long-standing members of the course but, ultimately, The Club at Rolling Hills likely doesn’t exist if not for Coors Brewery Co.
Back to Edel
Back to Edel Golf. Doug isn’t new to golf, golf equipment or the consumer experience. In fact, it might be the latter that provided the impetus to purchase Edel Golf.
Doug’s introduction to Edel was as a consumer, going through Edel’s putter and wedge fittings. He was shocked at what he learned about Edel’s fitting process but, more so, “how little the industry shared with the casual golfer.” Coors has a background in engineering physics and manufacturing processes, two areas of expertise from which Edel could benefit.
Prior to Coors’ arrival, David Edel’s company generated plenty of reasonably solid ideas. But bringing them to market in an organized and coherent fashion was a challenge. Rocky Hansler, COO for Edel Golf, states, “Doug’s leadership has been instrumental for our company, team and growth.” The translation is that the team believes Doug can take the brand with a small, but passionate, following and build on its strengths while addressing shortcomings.
So Long, Texas
Though all major operations will be in Denver, Edel will maintain a small footprint in Liberty Hill, Texas. Edel’s Machine Shop and Fitting Studio will manufacture small runs and limited-edition pieces. Additionally, the shop will provide fitting services for golfers.
Eponymous golf companies are like high-school relationships. The breakup is inevitable.
With that, David Edel, founder of Edel Golf, has moved on to pursue other interests. The official statement is that “he has no affiliation or role with the company moving forward.” Make of that what you will.
With that, Mapquest shows that Edel’s HQ is a 75-minute drive from my house. That sounds like a MyGolfSpy field trip!
On a related note, Edel has appointed former Nike and Srixon executive, Mike Pai, to the role of Chief Marketing Officer. Pai will oversee all marketing and product strategy for Edel.
