Watch just about any tour event and witness a sea of familiarity. That white face as the putter makes impact with the ball is nothing short of a dynasty at the PGA Tour level. How did it get that way and where did it all begin?
Last month we featured a THP Live with Sean Toulon, where he took questions from golfers ranging from technical info to new releases. In a passing moment, the conversation shifted to tour usage and paid staff members vs non-paid. The number stood out enough that we wanted to take a bit of a deeper dive.
Odyssey Golf began producing putters back in 1991. These were one piece putter heads and they gained a fairly quick acceptance out on tour. The Rossie I and Rossie II models were mallets created using a polymer called Stronomic.
With in 5 years, the brand really took the next step and in 1996 magic happened. The big win came on the biggest stage. Nick Faldo had the Odyssey Dual Force Rossie II with a Stronomic insert in the bag and won the 1996 Masters. While already on the map so to speak, that win took Odyssey to new levels of being noticed.
Odyssey began expanding the number of models offered with new and revolutionary designs, as well as their take on popular styles. A year after that Masters victory, they established themselves as one of the premier companies in golf. That same year, 25 years ago, Odyssey was acquired by Callaway Golf and has been a part of the brand ever since.
While PGA Tour acceptance is extremely important, so is the recreational golfer, and in 2001 magic happened again. The Odyssey White Hot 2-Ball putter hit the market and has gone on to be the biggest selling putter model in the history of golf. The 2-Ball at the time featured two white discs on top of an oversized mallet that are the shape and size of golf balls to assist golfers in lining up more accurately. While that was fun to write, describing a 2-Ball to golfers is unnecessary, nearly everybody knows exactly what it is because of its incredible popularity.
This putter took the world both on tour and in golf stores by storm and continued to make Odyssey the number one putter brand in the world. That got us thinking, over the next two decades, what were some of the most dominant putter models? We asked Luke Williams from Odyssey Golf for the info.
“First and foremost, the White Hot insert. Then the models would be Odyssey 2-Ball, Versa, Stroke Lab, O-Works, 2-Ball Ten. If they are looking for specific shapes, I would say the Rossie, 2-Ball, Seven, #1, Double Wide, 2-ball Ten and with Toulon the Madison, San Diego, and Atlanta.”
Just how dominant is the brand currently out on tour? Well, using the word currently perhaps doesn’t even do it justice. As of this writing, and the Masters that just took place, Odyssey Golf has been the #1 putter across the majors for over a decade. To take it further with usage, Odyssey has won the tour count in 39 straight straight events across the PGA Tour, LPGA and Champions Tour.
This type of talk brings us back to what started this deep dive, which was the live stream we did and the mention of paid vs unpaid. We assumed (falsely) that it was about 50/50, which would still be a lot of players on tour using an Odyssey without compensation. The number was closer to 70/30 unpaid to paid on any given week according to Toulon. Luke Williams added this.
“The majority are unpaid players who choose to play Odyssey because it is the best performing putter for them.”
While many will view that as hype, the numbers do support it. Despite the above talking in the present, we are still not quite there and heading back a little more than a handful of years. In 2016, Callaway acquired Toulon Design, the premium milled putter company specializing in customization led by the company’s co-founder Sean Toulon. In the original press release, Chip Brewer, President and CEO of Callaway Golf had this to say.
“Sean is one of the most experienced and knowledgeable leaders in the golf equipment industry, and we are excited to have him come aboard to help us continue to lead the putter category with great designs and the highest performing innovations,” commented Chip Brewer, President and Chief Executive Officer at Callaway Golf Company. “With today’s announcement we fortify our position as the number one equipment company in golf and add valuable experience to our leadership team.”
Despite Odyssey’s amazing success, before the acquisition of the Toulon Design brand, the company had struggled to gain wide usage on tour with their milled releases. Many, such as the Metal-X Milled lineup, had rabid fans, but it didn’t translate to large amounts of tour use or sales. Part of that was due to the incredible popularity of the White Hot insert, but the company had a thirst for more.
The Toulon line of putters gave Odyssey a premium milled option to go along with their famous insert lineup. Luke Williams added this.
“It is the #2 Milled putter on Tour and has been extremely well accepted on tours around the world by players looking for that Milled putter feel and performance.”
The Odyssey line continued to innovate including a wide variety of new inserts such as MicroHinge and many others. Each offering some technology advances, but out on tour, it was still a sea of “White Hot”.
To understand the genesis of this amazing popularity, we go back to something mentioned earlier in the article. Stronomic inserts helped bring the brand to the forefront. It was lighter and softer than steel which helped with feel of the extremely firm golf balls being used at the time. It had its drawbacks from a technical sense including rebound, but it was very ahead of its time. After the Callaway acquisition, engineers were on the hunt for improvement, and according to the company, Ely Callaway said “Why not try using the same materials balls are covered in?”
Obviously that is a very simplified version of events that took place, but here we are 20+ years later and the insert that took the world by storm is still the most dominant at the highest level.
Did they make a mistake releasing alternatives and updates over the last decade or so? No. In fact, speaking to them, they will tell you that some of the recent offerings might even be more advanced from a technical sense. But the company listened. Not just to their engineers or tour players, but to the every day golfer who was asking year after year on places like the THP Forum for a new release of White Hot.
In 2021, the company did just that with the release of White Hot OG. They examined every detail and made some changes such as finish, surface milling and weight placement. White Hot came back with a bang and despite my personal disdain for the name OG, the popularity everywhere speaks for itself.
Will tour dominance and being the number one putter in golf continue? That is the million dollar question, literally.
For more information on any of the Odyssey Golf products, check out their website at www.odysseygolf.com.
Brilliant article [USER=3]@JB[/USER] thank you for sharing. For 70% to use something that they are not being paid for in a sport where brands pay for their exposure seems incredible.
I know I’m currently using a different brand putter, but I have to agree the change in feel of a putter face to have that softer feel is incredible and worth it for people to try.
The easily identifiable red shaft is everywhere during a tournament. Their lineup is so deep, they have a great putter for everyone.
Enjoyed the article, getting to experience the putting lab in ECPC was an unreal experience and realizing the 31 year journey is quite extraordinary.
This is a great writeup [USER=3]@JB[/USER] ! 70% unpaid is crazy and I didn’t realize it was that high. I remember as a kid, I wanted an Odyssey Rossie II so bad I couldn’t stand it, but grandparents bought me the cheapest things to get me into the game, which was completely understandable, and I remember I purchased my first Odyssey putter in 2016, while on recruiting duty for the Navy. It’s all I have owned other than my short stint with a Scotty prior to going to the Grandaddy. The Toulon’s are fantastic, but there is just something about an insert that is so much better for me. We just get along and Odyssey/Callaway makes the best insert in the business. WHITE HOT!!!
Now this is how you start off a Tuesday morning!!!
I love learning more about the history of brands, great article!
[QUOTE=”ttucliffhanger, post: 10638033, member: 40538″]
This is a great writeup [USER=3]@JB[/USER] ! 70% unpaid is crazy and I didn’t realize it was that high.
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Yeah it’s a big number. While they do not normally have 70% of the putters in play during a given week, based on the stats in the article, you can see they are the most used week in and week out.
Loved that article. 70%unpaid…Wow!!!
Just loved my 2ball blade and O-Works 7 red!
[QUOTE=”JB, post: 10638041, member: 3″]
Yeah it’s a big number. While they do not normally have 70% of the putters in play during a given week, based on the stats in the article, you can see they are the most used week in and week out.
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Oh for sure. Still pretty cool when you look at it from outside the box and a business stand point.
Great article. The length of dominance on tour is really incredible. In such a competitive space, unreal. Add the amount of unpaid usage and it’s crazy talk lol.
My first putter I bought after getting into golf was an Odyssey metal x blade putter. Still have the putter with a super stroke 3.0 on it. Every once in a while I pull it out and putt around with it. Still a solid putter 10 years later. Can’t say enough good things about their Toulon line as well.
I love these Brand Story’s [USER=3]@JB[/USER]. Thanks for writing them. I actually had no clue Odyssey was that dominant on Tour. I remember their come up, but didn’t really realize they had overtaken Cameron putters so thoroughly.
[QUOTE=”DataDude, post: 10638064, member: 47057″]
I love these Brand Story’s [USER=3]@JB[/USER]. Thanks for writing them. I actually had no clue Odyssey was that dominant on Tour. I remember their come up, but didn’t really realize they had overtaken Cameron putters so thoroughly.
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They have pretty much owned the space at the tour level for a very long time based on my research. They will lose a week based on count here and there, but the majority week in and week out is Odyssey. Even with the data I get each week, I was unaware how much of that usage was unpaid.
That 70% stat shows how dominant Odyssey is in the putter world, and rightfully so. Great deep dive.
Interesting write up and information about Odyssey putters. I would never have guessed the 70% figure. I always like learning as much as I can about the equipment and the brand.
[QUOTE=”ttucliffhanger, post: 10638033, member: 40538″]
This is a great writeup [USER=3]@JB[/USER] ! 70% unpaid is crazy and I didn’t realize it was that high. I remember as a kid, I wanted an Odyssey Rossie II so bad I couldn’t stand it, but grandparents bought me the cheapest things to get me into the game, which was completely understandable, and I remember I purchased my first Odyssey putter in 2016, while on recruiting duty for the Navy. It’s all I have owned other than my short stint with a Scotty prior to going to the Grandaddy. The Toulon’s are fantastic, but there is just something about an insert that is so much better for me. We just get along and Odyssey/Callaway makes the best insert in the business. WHITE HOT!!!
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I still have my White Hot 2-ball putter which I bought in 2001. May need to take it out next time for a spin.
Ohhhh I cannot wait to sit and read this article today.
I need to clear some space on my calendar to read through it many many times.
[media=giphy]Q7LRYquLsji68oMSDE[/media]
[QUOTE=”mmaynard11, post: 10638089, member: 19877″]
I still have my White Hot 2-ball putter which I bought in 2001. May need to take it out next time for a spin.
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My first one was a White Hot D.A.R.T putter. Such a good putter, but gave it to my buddy when I got back from the Grandaddy. He’s still gaming it to this day.
Really enjoyed this article – thanks JB. I’m curious, how did they come up with the stronomic material? And, before white hot didn’t they have other colors that supposedly corresponded to softness? I seem to recall maybe green and blue? I’ve still got a Stronomic Rossie and mess around with it from time to time. Only double bend shafted putter that I can use!
I have owned a few different odyssey putters over the years. I am willing to bet that pretty much every golfer that has played more than a few years has owned an odyssey at some point.
Just great putters and plenty of options. Great article!
[QUOTE=”JW Smoove, post: 10638109, member: 63219″]
Really enjoyed this article – thanks JB. I’m curious, how did they come up with the stronomic material? And, before white hot didn’t they have other colors that supposedly corresponded to softness? I seem to recall maybe green and blue? I’ve still got a Stronomic Rossie and mess around with it from time to time. Only double bend shafted putter that I can use!
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I am not sure on the origin in full to stronomic other than something softer then straight steel used in most lines at the time.
Great stuff, [USER=3]@JB[/USER].
That 70% number is amazing. Heard it on the live stream, but reading it again in the article, it still blows me away.
[QUOTE=”GolferGal, post: 10638042, member: 7″]
I love learning more about the history of brands, great article!
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Exactly what I was going to say! ? I love these brand stories!
Thoroughly enjoyed the article and I while I knew of the dominance of Odyssey on tour, it’s wild reading the numbers.
Perhaps, the best part of the article is the caption under one of the photos: [B]Sean Toulon Doing His Putter Inspection Pose.[/B]
Great read!
Fun fact….the first putter I ever purchased with my own money was a Dual Force Rossie Blade with the stronomic insert! I still have it today.
Fun article to read, its pretty amazing how long Odyssey has been the number #1 putter in golf.
Such good stuff, love looking at the history of those inserts, I think I’ve played almost all of them, great stuff!
Phenomenal read! 70% unpaid professionals using an Odyssey is mind blowing and quite refreshing.
Really great article JB. I love learning more about the brands and their history. I’ve played an odyssey putter for most of my golfing time yet did not know a lot of their backstory.
Great write up! Thank you for taking the time and effort.
Really enjoyed the article. My first name brand putter was a Rossie II, and I have been in the Odyssey camp for a majority of the years since. I love that they have such a variety of shapes and products to meet the eyes of so many different golfers, while the product variety is there to match the different putting strokes and alignment needs. The addition of Toulon has been a brilliant partnership so that the high end milled lines are covered as well as the insert lines that Odyssey has done better than anyone.
Good read. I knew they had a lion’s share of the market, not that much of the market though and 70 percent of the players are unpaid. So impressive, and to think I have never used an odyssey putter.
Had a 15+ year love affair with a 2 Ball blade that ended a few months ago. It’s on the wall just in case.
Great read. The white hot insert feels great and not surprised to see it in a ton of bags on tour. Really liking this brand story series [USER=3]@JB[/USER]!
Great article. 70% is crazy. I don’t think I knew this until last year too. The tour golf bags I’m sure helped educate a lot of people who watch.
Pretty cool to see the evolution of Odyssey and how their putters seem to always make their way into championship bags. I stand firm that the microhinge insert is the best they’ve done and one I find myself playing if I am not using a milled putter.
Great read. I didn’t know how the company started and had no idea it had been #1 for so long and had won the putter count in 39 straight events. I knew that it was the #1 putter in majors for 10 years plus. That’s dominance, that’s a dynasty. It doesn’t stay there with just product although that is undeniably huge. It has and had great people throughout the years. I’m a big fan of Odyssey and the company’s people I’ve met.
The Toulon milling is superb.
[QUOTE=”Jeff Spicoli, post: 10638154, member: 10545″]
Thoroughly enjoyed the article and I while I knew of the dominance of Odyssey on tour, it’s wild reading the numbers.
Perhaps, the best part of the article is the caption under one of the photos: [B]Sean Toulon Doing His Putter Inspection Pose.[/B]
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I lol’d at that and was going to mention it. So funny.
[QUOTE=”mikeg_74, post: 10638334, member: 15992″]
Pretty cool to see the evolution of Odyssey and how their putters seem to always make their way into championship bags. I stand firm that the microhinge insert is the best they’ve done and one I find myself playing if I am not using a milled putter.
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I was a big microhinge guy too. This story started as something completely different in morphed. It started as an exploration into the history of white hot, and how many evolutions have coke that did the opposite in terms of viewing audience. Meaning metal X, and microhinge, etc. when the audience is programmed to see that white face and instantly know it was an odyssey.
So as a company altering that, means more choices but probably also less visibility and that is a hard notion to get passed.
[QUOTE=”ttucliffhanger, post: 10638033, member: 40538″]
This is a great writeup [USER=3]@JB[/USER] ! 70% unpaid is crazy and I didn’t realize it was that high. I remember as a kid, I wanted an Odyssey Rossie II so bad I couldn’t stand it, but grandparents bought me the cheapest things to get me into the game, which was completely understandable, and I remember I purchased my first Odyssey putter in 2016, while on recruiting duty for the Navy. It’s all I have owned other than my short stint with a Scotty prior to going to the Grandaddy. The Toulon’s are fantastic, but there is just something about an insert that is so much better for me. We just get along and Odyssey/Callaway makes the best insert in the business. WHITE HOT!!!
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I was the same. I wanted a two ball putter for the longest time. If my wife (girlfriend at the time) hadn’t bought me a Scotty for my 18th birthday, I probably would have purchased a two ball and would still be using it to this day.
Now I’ve been using that Scotty since then and now every time I go to Golf Galaxy I try out the Odysseys and just cant seem to get used to the insert.
[QUOTE=”GolfATXAtty, post: 10638467, member: 64369″]
Now I’ve been using that Scotty since then and now every time I go to Golf Galaxy I try out the Odysseys and just cant seem to get used to the insert.
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I think that is one of the biggest reasons for the Toulon Design line to exist. They feel as though they have a better milled offering and can have it under the Odyssey umbrella. Based on fairly quick adoption on tour, it seems like it is working.
[QUOTE=”JB, post: 10638479, member: 3″]
I think that is one of the biggest reasons for the Toulon Design line to exist. They feel as though they have a better milled offering and can have it under the Odyssey umbrella. Based on fairly quick adoption on tour, it seems like it is working.
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Yes. I need to try out a Toulon Design. I guess I so badly want the classic two ball to work for me, I just cant give it up! Haha
Great article.
love the trip down memory lane with the Versa and Metal X Milled. I loved the Metal X Milled (had a 9HT and 330M, still have the 9), but it definitely didn’t have the success. Versa remains one of my favorite all time putter lines, and I am not really an insert fan. Unfortunately the paint just couldn’t hold up, though I have babied mine. I wish they would do another versa limited release on a milled putter. I’d be thrilled. Metal X Milled Versa was soooooooo good and combined both worlds.
I love how Toulon came about, became part of Odyssey, and has been blowing up in the milled world. Okay going to go read it for a seventh time.
The dominance is pretty wild…
[QUOTE=”GolfATXAtty, post: 10638467, member: 64369″]
I was the same. I wanted a two ball putter for the longest time. If my wife (girlfriend at the time) hadn’t bought me a Scotty for my 18th birthday, I probably would have purchased a two ball and would still be using it to this day.
Now I’ve been using that Scotty since then and now every time I go to Golf Galaxy I try out the Odysseys and just cant seem to get used to the insert.
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It’s a transition moving from milled to insert, but if you can stick with it, you can get used to it.
Great read of an iconic brand in the golf industry.
Great article! What a dominant force in Golf in all Tours!
[QUOTE=”ttucliffhanger, post: 10638505, member: 40538″]
It’s a transition moving from milled to insert, but if you can stick with it, you can get used to it.
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And vice versa. I am of the opinion, like you, a round or practice session and you are pretty good to go.
Loved seeing this pop up! You’ve been doing work with the brand stories JB! I’m surprised at how many people missed the Sean Toulon Live stream in regards to percentages on tour :p
For real though, love seeing numbers like that. I’ve been using an Odyssey for over half my golf career and I don’t see myself switching at this point!