(FORTUNE Magazine) – OGIO isn't your father's golf-bag company. Just look at its headquarters, outside Salt Lake City. Corbeau racecar seats and old chairlifts are used as reception furniture, and a display involving a motorcycle that was backflipped into the Grand Canyon (the rider parachuted out) sits next to a video documenting the event. There's a half-pipe and skate park for staffers and visiting dignitaries, and a motocross track with jumps.

CEO Mike Pratt, 41, started in 1987 with a locker-shaped gym bag; he now heads a full-time staff of 65, generating sales of about $35 million last year. In 1997, looking to expand beyond backpacks and duffels, he turned to golf. "Everything in golf had been done the same way for so long, and we just took that apart," says Pratt. For inspiration they went to motorcycle stores, bike shops, and ski slopes. "If there's a good idea somewhere else, we try to incorporate it here," says designer Joe Christensen.

OGIO's golf sales have grown 100% each year, and other bagmakers have taken notice. At the 2002 PGA Show, Christensen saw that a lot of OGIO's ideas were being copied; he literally tore up his designs on the plane ride home. They went back to the drawing board, and this year's models have plenty of innovations, like an ergonomic handle, a "walking accessible" water-bottle holster, a neoprene ball dispenser, and a club-organizing system that allows you to see all the clubs in your bag, keep your irons from dinging your woods, and avoid having to reach over your woods to get to your other sticks.

Christensen hints at big changes at the end of 2003: "Our goal is to revolutionize the industry, and we may just have something to do that." Coming from a PR person, that would go over with a thud. But from the relatively monotone voice of a designer who rides the half-pipe at lunch, well, it catches some air.