PXG Launches Gen5 Clubs, A Bold Step From Ambitious CEO Bob Parsons
“We don’t have goals – I think goals are counterproductive.”
Bob Parsons perches in a plush lounge chair behind the clubhouse at Scottsdale National Golf Club, the ultra-exclusive desert outpost he carved out of brush and rock nearly a decade ago. It’s a 30-minute drive north of town and the de facto home of the billionaire entrepreneur whose most famous (and lucrative) business bet was founding the Internet domain warehouse GoDaddy.com in the late 1990s. Parsons is out of that company, but today he still runs 14 different companies. It’s clear in a few moments on a bright Arizona afternoon that his golf company, Parsons Xtreme Golf (PXG), is the one he holds most dear.
And its latest range of clubs, the GEN5, which will be launched on April 14, is its pride and joy.
“The Romans used to have this old saying when they went into battle: Before you defeat your enemy, you must first defeat his eyes,” he says with a booming baritone that may sound familiar to Golf Channel viewers, as he also voices PXG TV. tasks. “Well, the converse is that if you want someone to like what you have, first it has to be nice to look at.”
“Anyone who sees the GEN5 is like, ‘Wow, that’s so clean.’ It sets the stage for all that goes beyond.
Parsons, 71, says his company has no literal goals, because once you’ve climbed that mountain, then what? He wants his team to constantly innovate, but without the pressure of a schedule that demands the launch of a new club every calendar year. GEN5 is PXG’s fifth full set since Parsons founded the company in 2014.
The ambitious billionaire is right – the clubs are indeed visually striking, as they once again primarily feature his favorite black and silver aesthetic. Thanks to new base materials, Parsons claims its irons have the thinnest faces in golf, all in an effort to create the hottest, softest, baddest set of golf clubs the world has ever seen. has ever seen.
A Closer Look at PXG’s New Gen5 Series
The secret sauce in the new irons is a material it calls XCOR2, an elastic polymer blend that’s lighter and faster than any previous model. PXG also uses a “Power Channel” behind the clubface to add support at impact while increasing the Coefficient of Restitution (COR) for more ball speed and distance.
GEN5 irons also use an adjustable weight planted in the back of the clubhead. The irons are available in three head shapes: PXG 0311 XP (Xtreme Performance), the largest and most forgiving; PXG 0311 P (Players) for more experienced golfers and PXG 0311 T (Tour) for highly skilled players.
The irons are available in standard chrome and “Xtreme Dark” black finish, part of a new Black Label Elite offering.
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The drivers, fairways and hybrids are also new and feature many of the same internal materials that enabled the thin, springy faces of the irons. The woods have a soft feel that also comes sounds a little different. PXG claims that the GEN5 driver has 31% improved moment of inertia (MOI) over the GEN4, a measure of the club’s resistance to twisting. To put it another way, it is a measure of the club’s forgiveness on mis-hits.
The Driver features a traditional head shape – wide and comfortable but not oversized – as well as tall, deep faces and a low-spin design to maximize power. It comes in two models: the standard PXG 0311 and an XF (Xtra Forgiveness) with a larger face and sweetspot.
Fairways and Hybrids offer similar MOI gains and are also available in standard and “Xtra Forgiveness” versions.
A full bag of GEN5 with chrome irons is $4,599. A bag with the Black Label Elite irons costs $5,599.
A few weeks before the launch of GEN5, Morning Read/SI.com was among a small group of media who attended a preview event at the Scottsdale National Golf Club. Engineers tuned each participant with the new gear and unleashed them on the club’s 45 holes. There are certainly worse ways to demonstrate new clubs than to be tailor-made and sent out into the desert air. Dazed golfers threw shots higher and farther than they ever imagined. At one point, after airmailing a 30-yard green with a mid-iron, a golf writer was gobsmacked at both the dramatic setting and its wayward shot and quipped, “Am I in Scottsdale or in Narnia?”
It was a bit spooky, but it was also awesome. Hitting golf shots better than expected is one of the easiest ways to get hooked on the game, and PXG is committed to bringing that feeling to as many players as possible.
The number 0311 is a legend for the Marine Corps and is the code for a rifleman, which was Parsons’ job in Vietnam. He was wounded in battle and awarded the Purple Heart, and on this sunny day he wears dark glasses, as an eye injury from war makes him uncomfortable in the sun. Military veterans receive discounts at PXG clubs, and Parsons’ foundation donates large checks each year to the Semper Fi & America’s Fund, which helps injured service members and their families. Parsons’ military service is woven into everything that comes out of PXG. It’s woven into his whole being.
“The Marine Corps taught me discipline in the sense that if you have a job to do, you have the backbone to complete it – no matter how much you like it, no matter how comfortable it is” , he said. “Everything I’ve accomplished I owe to the Marine Corps. They taught me the importance of responsibility. They taught me that I could accomplish so much more than I ever dreamed of. And they taught me that I had a right to be proud.”
For a man who claims to have no goals for his golf business, Parsons’ PXG is moving fast. It is no longer a mere disruptor producing clubs that the working man can only aspire to afford – it is now a central player producing cutting-edge advances. And yes, he is proud of it. It is clear from his unrelenting passion for the game, his dogged determination and his new line of sleek and powerful clubs that Parsons continues to build his golf empire. GEN5 is another step on the ladder.
“That’s what we do, and we still did our job,” he said. “We still have it.
“And now we are working on GEN6.”