In the competitive golf equipment industry, bold new designs typically appear and disappear like seasonal apparel collections. True innovation – the kind that fundamentally changes how clubs are made or perform – is rare. But for COBRA Golf, innovation hasn’t just been a marketing buzzword; it’s been the backbone of a company that’s spent decades challenging the status quo.
What the hell is innovation, anyway?
“Innovation” is one of those words that gets banged around more than a range ball at a municipal course. It typically means whatever the person using it wants it to mean. So perhaps it’s worth understanding what “innovation” actually means to COBRA Golf.
“Innovation is coming up with something that didn’t exist before,” says Mike Yagley, VP of Innovation at COBRA Golf. “It could be something that really benefits a consumer in terms of feel, distance, speed, spin, trajectory control. Or it could literally be, ‘Hey, we figured out a way to make this a little bit easier.’ What we focus on is the consumer. What’s not working for them? What’s broken? How can we fix that?”
I know what you’re thinking. That sounds like pretty standard corporate-speak. But here’s the thing – COBRA backs it up.
From parking lot demos to industry disruptor
COBRA’s innovative spirit traces back to its founder, Tom Crow, who in 1975 introduced the original Baffler utility wood, designed to help golfers escape difficult lies. To show the effectiveness of his unique design, Crow would visit local pro shops, drop balls in the parking lot and ask the employees to hit balls into the Carlsbad hills.

















