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Home REINVENT OR DIE:

When Greg Norman took the golfing world by storm in the 1980s and ’90s, the sport was riding an unprecedented wave of success in Australia and Dynacast golf clubs could be found in almost every golf shop.

As one of Australia’s biggest entry-level golf club brands in the 1980s and ’90s, Dynacast produced about 250,000 clubs a year and employed 15 full-time manufacturing staff to assemble them in South Australia under the guidance of Managing Director Eric Rowe.

But the rise of home brands at major chain stores, cheap imports and an end to the golfing boom forced the golf club manufacturer to reinvent itself to remain competitive. While Eric is still heavily involved with the business, his son Daniel now plays a big role in the day-to-day running of the Dynacast Golf Group as its General Manager. Although Dynacast still produces its own brands, it has reduced its manufacturing to about 50,000 clubs a year.

“We were fortunate enough and the business was set up well enough that we’ve been able to shoulder a lot of blows, deal with the industry changes and be in a strong enough financial position to weather these storms,” Daniel said.

“This year we’re seeing very good growth over last year in an industry that’s generally not seeing growth so we’re quite optimistic – there’s definitely going to be road blocks there but I think there’s also good opportunities and we’re going into it with enthusiasm.” READ MORE>>>