Straight shooter

Brad Sherwood may have been destined to deal in golf equipment.

His uncle had golf stores in the Bay Area four decades ago before opening Wide World of Golf here in 1977.

But perhaps more telling was Sherwood’s recent response when asked about a favorite golf memory. It wasn’t visions of a near hole-in-one or sinking a 60-foot putt that other golfers might conjure. Sherwood fondly recalled walking through the rough while playing Indian Canyon as a teen and coming out with troves of near-perfect golf balls abandoned by their previous owners.

“Those would last me for weeks and weeks!” he recounted in his office, where a photograph of Sherwood with Tiger Woods hangs.

Wide World of Golf, 4921 N. Division St., is among the scores of vendors and factory reps offering advice and preseason bargains at the 17th annual Spokane Golf and Travel Show currently underway at the Spokane Convention Center. Today’s hours are 10 a.m. to 4 p.m. Admission is $12, with children 12 and under admitted free.

While preparing for this weekend’s show, Sherwood described the dramatic evolution of golf equipment since he played for Shadle Park back in the ’70s, and speculated about technology in the pipeline.

S-R: When did you start playing golf?

Sherwood: Younger than I can remember – maybe 5. When I was old enough to play on my own, my parents would get me a season pass to Downriver, Indian Canyon and Esmeralda.

S-R: When did you start working at Wide World of Golf?

Sherwood: My uncle, Don Sherwood, opened the store in 1977, the year I graduated from high school, and that’s when I came on full time.

S-R: When did you assume ownership?

Sherwood: That was a gradual process. I owned this store by the mid-’80s, opened our Boise store in 2001, and now we’re expanding to the Internet.

S-R: What business lessons did your uncle pass on?

Sherwood: Something he said that I never forgot was that I could either pursue the business full time or play golf full time, but not both. Like any kid who has played golf seriously, I dreamed about becoming a pro. But this was a huge opportunity, and I went after it.

S-R: Is the business cyclical?

Sherwood: The economy fuels the ups and downs. But there’s no question that when someone like Tiger comes along, that helps sales.

S-R: Has this been a good winter for golf?

Sherwood: It has. Most of the local courses are open.

S-R: How has the industry evolved since you joined it in 1977?

Sherwood: There’s been an amazing change in equipment. By the mid-1990s, the big manufacturers – TaylorMade, Callaway – were making better clubs with bigger sweet spots. But they still weren’t great. You could buy a golf club that looked beautiful but didn’t perform well, or you could buy a club that performed fabulously but wasn’t pleasing to the eye. So manufacturers started hiring people out of the aerospace industry to concentrate on performance, and people out of the auto industry to focus on design, and they melded the two together. That’s why today’s equipment is so amazing.

S-R: Who are your customers?

Sherwood: Most are between 35 and 64, but we have some still playing into their 80s and 90s. Golf is a lifelong sport.

S-R: If I were a weekend duffer who could shoot a round of 90 with my older equipment, how much might new equipment lower my score?

Sherwood: With a little practice, it should take at least five to eight strokes off your game. If you had a lower handicap, it would be a little less.

S-R: Are there clubs that you would discourage someone from buying?

Sherwood: Yes – gorgeous, expensive clubs that are meant for pros, but won’t give recreational golfers the best performance.

S-R: Besides club design, how else has equipment evolved?

Sherwood: Golf balls are better. Ten or 15 years ago, touring pros would have to change balls almost every hole to get the performance they wanted out of them. Today, tour players can use the same ball for a whole round.

S-R: Has the price gone up along with performance?

Sherwood: Yes, but it’s not bad. A top golf ball is only around $45 a dozen.

S-R: It used to be if someone wanted good equipment, they’d come here or buy at their favorite course pro shop. Now they can find whatever they want online. How has that affected your business?

Sherwood: We’re definitely on board with online sales, but there’s a touch-and-feel factor to choosing the right equipment, as well as a fitting factor. That’s why we have a range in the store – so customers can try before they buy, even if they’re looking for an inexpensive set of clubs.

S-R: Will some customers get fitted for a product here and then buy it online?

Sherwood: There’s no question that happens. But we sell a lot online ourselves. That’s the way the industry is evolving, and I’m OK with that. We’re embracing the change.

S-R: Was the recession tough on your industry?

Sherwood: Yes, but we’re finally coming out of it. Lower gas prices are helping. People have more discretionary income to buy golf equipment.

S-R: What do you like most about your job?

Sherwood: The people – my employees and my customers. I don’t get to spend as much time on the floor as I used to, and I miss that.

S-R: What’s a typical work week?

Sherwood: I’m here at least 10 hours a day, six days a week.

S-R: How much time do you spend on a golf course?

Sherwood: I play a few times a year.

S-R: What was your handicap in high school?

Sherwood: I played at about a seven.

S-R: And now?

Sherwood: Probably more like a 14.

S-R: What would surprise people about your job?

Sherwood: Some look at all the fun equipment and clothing and say, “Oh man, that’s what I’d love to do.” But this is a real business, and we have to stay focused.

S-R: What challenges does the industry face?

Sherwood: There have been so many advances in the last 15 years that manufacturers are bumping up against USGA rules. The question now is whether to build better equipment for the average golfer, such as balls that travel farther, even though professionals aren’t allowed to use them.

S-R: How much would it cost to open a business like Wide World of Golf today?

Sherwood: Probably around $1.5 million. We carry more than 3,000 items, and that’s only about a third of what’s available.

S-R: Is there any innovation you wish you had introduced, such as the exotic 4 Yards More-brand golf tees?

Sherwood: I do own a couple of patents for TaylorMade irons.

S-R: What I want is a device to help me find balls hiding in the rough.

Sherwood: They’ve been working on that one for years.