Rife putts along to its own game plan
The No. 1 putter on the Champions Tour has doubled its maket share with an unorthodox marketing plan.
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(Fortune Small Business) -- The most popular putter at the Senior Open on July 31 will be Rife. Since FSB profiled Rife Putters ("Roll Player," March 2006), the Orlando company has moved from second place to become the No. 1 putter on the Champions Tour. It is relied upon by top players such as Fred Funk and Tom Kite, who in turn boost sales to weekend hackers.
More than a year ago Rife, which has never sponsored players, stopped paying industry-standard performance bonuses to pros scoring well with its clubs.
"We can't play that game well," says president Matt Molloy, 34. "We have to choose our own path and stick with it."
Rife focused on marketing, building stronger connections with retailers instead of relying on a late-night infomercial, which once drew 80% of sales. Now retail outlets such as Golfsmith and Golf Galaxy account for 60% of sales, up from 40% in 2006.
In the past year Rife has doubled its market share to 4.6%, putting it in fifth place, according to research firm Golf Datatech, and Rife projects $10 million in revenue for 2008, tripling the figure for 2005. 
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