BombTech Golf - Built for You, Not the Pros: Willis Varno joins the Show

I was introduced to BombTech Golf through their social media posts.  The bold black and green logo, and the cool Grenade Headcover caught my eye.  I reached out to Willis Varno to learn more about the brand, and he was gracious enough to join the show and talk about how the company is making golf more accessible and fun for the everyday golfer.  

BombTech Golf is a direct-to-consumer golf club manufacturer that has built a reputation for offering performance-driven—and surprisingly affordable—clubs. Their product lineup includes drivers, irons, wedges, and putters designed with an emphasis on forgiveness and distance, making them especially popular among beginner golfers and high-handicappers. The brand backs its products with a 60-day on-course guarantee, reflecting their confidence in the quality and performance of their clubs.

The company’s origins are often described as grassroots. One narrative explains that BombTech Golf started out of modest beginnings—with accounts crediting founder Tyler Sullivan, an ex-engineer who launched the company from his garage with the help of college students. Another account, however, attributes its founding in 2012 to Zachary Barlow, who set out to challenge the traditional golf equipment market by eliminating hefty retail markups and ensuring high performance at direct-to-consumer prices3. Although the details differ slightly between sources, both stories underscore BombTech Golf’s innovative, do-it-yourself beginnings and its commitment to disrupting the status quo by making premium golf clubs more accessible.

Today, BombTech Golf continues to appeal to golfers looking for a blend of quality, performance, and value. By leveraging modern manufacturing techniques and a direct sales model, the company has garnered a loyal following among players who appreciate the balance of distance, forgiveness, and affordability in their clubs. If you’re a golfer seeking equipment that combines solid performance with an inclusive price point, BombTech Golf is definitely a brand worth considering.

Transcript

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Jesse Stakes: Hey, everybody! Welcome to making sense of it all with Jesse Stakes! I am very pleased to bring you, Willis Varno. He is with Bombtech golf. Willis. Thank you so much for joining me.

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Willis Varno: Absolutely, Jesse, I'm happy to be here and talk some golf.

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Jesse Stakes: So. So I really got introduced to you guys through your social media. I think you guys do a fantastic job product shows really? Well, but you but you guys really do a great job of making sure that you're putting yourselves out there. And and you know, kind of kind of showing the fun side of the sport.

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Willis Varno: Yeah. So I definitely appreciate that contents new for me. So I stepped up within the last, just going on a year of making content, so went in with no expectations, and really

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Willis Varno: just went in headfirst and really

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Willis Varno: focused on building my community like building our community up. We see everyone engaging with the post. And that's what we absolutely love.

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Willis Varno: So that's kind of what we like to see in the post is

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Willis Varno: a lot of people talking in the comments, because once people get talking, it's

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Willis Varno: It's a good thing. So.

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Jesse Stakes: Well, for most of us golf is supposed to be fun. It's not a job.

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Willis Varno: Exactly.

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Jesse Stakes: It's not something we're trying to go pro in, even if we think we've got some crazy fan.

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Jesse Stakes: Sorry about that

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Jesse Stakes: champions 250 that people laugh at me about when I say something like that. But but no, it's supposed to be fun. It's supposed to be something we enjoy doing.

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Willis Varno: Yeah, exactly. And that's part of our clubs are like, part of our tagline is built for you and not the pros. So that's exactly what it is. We're built for. The average golfer who's going to go out there, shoot 110, want to drink. Some beers with the boys enjoy the sun and all the other things that golf has, besides

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Willis Varno: the fun of shooting low, which is some for fun. But there's a million other things about golf. That is just just as fun as posting a low number. So we definitely like to show that fun side. And I mean, I am not a stick or a pro golfer in any way. So I, I used to say, there's no video on the scorecard. But now for me, there is unfortunately, video on the scorecard. So yeah, that getting used to that. But yeah, I'm not shameful to show my eights. And

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Willis Varno: I'm I'm not a pro. So it's that's what we're here for is everyone else. So.

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Jesse Stakes: Well, and I think some people will hear that, and they'll like the 1st thing that they think is. Oh, if it's not made for Tiger Woods. If it's not made for somebody who's, you know, who's playing at the professional level, then they think it's it's less quality. That's not the case, though is it.

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Willis Varno: That's not the case at all. It's our clubs are just when we say built for you and not the pros, so they don't need all the forgiveness and everything that we need. So our clubs are built with perimeter waiting so like on the irons, is going to go all around the iron, so even if you heal it or tow it, the ball is still generally going to go where you want

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Willis Varno: same thing for the the driver. If you tow it, you're still gonna be like. And that was a pretty good shot. So just because it's not built for the pros, that's the whole point. We don't want to be for the pros. There's what pros are, maybe 8% of golfers. If that

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Willis Varno: 98% of everyone else is just going out and having fun. So it's the clubs that help you go out

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Willis Varno: and still perform like you can. It's nice.

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Jesse Stakes: Well, and I think that there's a, for whatever reason.

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Jesse Stakes: golf probably more than any other sport. People think that, you know, if Tiger's playing it. If Rory's playing it. If you know, whoever whoever it is, whoever your favorite golfer is, they think if he's playing it, then I need to try it, or that should be what I'm using. I think it's, you know, it's almost insane, like the way that golfers are about equipment. There's no other sport like it, because it's not like. I mean, if somebody goes out and plays softball on the weekends, it's not like they're like, Hey, King Griffey, Jr. Is using a piece of wood, and God. I just dated myself by saying, King Griffey, Jr.

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Willis Varno: Okay.

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Willis Varno: But you're good.

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Jesse Stakes: But I'm just saying like nobody's saying, Hey, I got to use a wooden bat because my favorite pro baseball player uses a wooden bat.

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Willis Varno: Correct. And I mean, if you I mean, it's proofs in the pudding. You don't got the swings that they, those guys, do. So it's just like I can't tell you how many of my friends are just like. No, I'm gonna go out and buy those $1,500 iron sets. Then they go out, hit them, and they're like oof

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Willis Varno: I can't hit these at all. It's like

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Willis Varno: cause they're not made for you, man. They're built for the pros that don't miss hit the center of the club face every time.

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Willis Varno: and play for 10 HA day for the last, however long in their

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Willis Varno: generally are more just naturally gifted than a lot of us. So.

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Jesse Stakes: Yeah, it may hurt the ego to admit it, but you're right.

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Willis Varno: It's tough like I. It's there's a lot of people out there, I mean, we all got the ego, but once you swallow the pride a little bit. And you're like, you know what?

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Willis Varno: Let's take a step back.

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Willis Varno: Let's try these clubs. I can actually afford to go golf now, instead of spending all my money on clubs, I can go out, maybe get a lesson

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Willis Varno: if you're up for that, maybe buy a round of drinks for your friends at the bar like. That's the nice thing about the clubs is you'll go out and still have the money to improve your game elsewhere. So.

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Jesse Stakes: So let's take a step back because we kind of jumped into it. But tell tell my audience about Bombtech. Tell me like kind of how the company started, you know.

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Jesse Stakes: Tell tell us so. We have got it.

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Willis Varno: We did definitely just dive headfirst in there. So bomb tech was started back in 2,012 we are a Vermont company. So

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Willis Varno: tough place to start a golf club company is. When you get winter, 6 months out of the year. But we're doing it, and we're making it work. So we started back in 2,012. Sully is the founder. He worked with the University of Vermont Grad students

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Willis Varno: to work on the dual cavity design, which is what you see in our drivers, those the nice big cavities, so that helps the aerodynamics and the ball flight. So that was their capstone project back in 2,012. That was the original grenade. We are now on our 4.0 version of law of clubs, irons, driver wedges putter. We got everything.

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Willis Varno: But yeah, it started back in 2012 when

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Willis Varno: Sully just wanted to break into the market and find something for the average golfer. So.

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Jesse Stakes: Did he have a passion for the game? Was it.

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Willis Varno: I did.

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Jesse Stakes: Okay.

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Willis Varno: Yeah. Big passion for the game he grew up playing. Was actually a former long drive. Competitor as well. So always

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Willis Varno: always had the passion for golf, and then

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Willis Varno: started assembling clubs in his basement at the start. We have now grown to out of the basement thankfully, or else my wife would already hate me more than I have booked so many clubs already.

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Willis Varno: It's our. It's it looks like a pro shop. It's crazy out there. But

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Willis Varno: no, it's we're all passionate about golf. We have a super small team now. It's me I do the social. If you reach out to customer service. You're gonna get Mike. He's amazing. So any questions, comments, concerns don't be afraid to reach out to us. We are happy to help

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Willis Varno: and we love answering all the questions we can. I'm I see, every Facebook comment Instagram, comment. We replied to everything cause. We really just do care about what you guys have to say.

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Willis Varno: Because we take user feedback and then put that into the next model.

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Willis Varno: So we see what people have to say about the 4.0 and what we can improve. And the nice thing about

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Willis Varno: being a smaller company, we don't need to release a club every year.

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Willis Varno: like all the big dogs who just will pump you with an extra half a yard and another $300.

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Willis Varno: So we only launch products when it does out out in

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Willis Varno: when it does outperform the current model. There we go. That was mouthful. So if it's underperforming, if we're not completely satisfied with it. It's staying in the lab until we are like, this is the one so we love all the feedback we can get, because it really does make them make a big deal.

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Jesse Stakes: That's fantastic, and everything is everything is direct to consumer as well correct.

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Willis Varno: Yup, Yup, we are all online. We just barely got on Amazon kind of recently. So if you don't want to go to our website. We are on Amazon. We know people love their prime shipping. But I will say our shipping does compete with prime. It's 2 to 5 business days generally what you'll get it in. So

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Willis Varno: Now, it's really good. So.

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Jesse Stakes: That's fantastic. So talk to me a little bit about, you know, as far as for your consumer, and it may be something that you guys have received feedback on or not, but you know to me like direct the direct to consumer, especially during Covid. It really kind of

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Jesse Stakes: it. Put rocket fuel into the Dtc brands. Whether it was golf.

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Jesse Stakes: shaving razors, I mean, like all kinds of stuff, I mean, just it really did like, you know, just jumpstart stuff. Did you guys see that same thing like, was it like, or was it? Has it always? Because I know you guys have always been a Dtc brand. But did you see the same bump when Covid happened, or is it something to where you guys were steady the whole time?

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Willis Varno: So we definitely, I mean.

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Willis Varno: golf was the only thing apparently you could do during Covid. So I think everyone in the golf industry saw a bump. Us.

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Willis Varno: especially just like being a Dtc golf brand. You're not able to go to the stores and shop. So people were more up to buying online and stuff. But I would say, Covid was pretty good for most companies in the golf space, just because again, it was the only thing that you could do. You could go out social distance. I still think we should bring back Covid putting rules. That's just me. I would make way more birdies if there was a noodle in the cup still. But that's.

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Jesse Stakes: No argument here.

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Willis Varno: Yeah, right.

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Jesse Stakes: Now I think it's interesting, like through the fall last year on the show, we did kind of a we we called it

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Jesse Stakes: professional at anything but golf. We did a whole series, and I really, honestly, that was one of the like. Not the 1st time I've seen your I've seen y'all stuff a lot. But I really felt like you guys fit that tremendously. I mean, it's that because to your point, you know, when we're talking about, you know, comparing it to something that the pros are playing. Like

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Jesse Stakes: everybody wants to play better like they want to feel good about their game. It's not necessarily that they want to go out and break par all the time, but they want to go out and feel like that. They, you know, that they can control their ball, that they're not losing it into the woods all the time.

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Willis Varno: Right.

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Jesse Stakes: I feel like bomb tech really kind of checks all those boxes, as far as as far as being for that regular guy or that woman who's out there wants to play the game, but is just looking to have a good time.

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Jesse Stakes: Yep.

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Willis Varno: Absolutely. And we do get a lot of women who use our clubs and find success. We are just like in the men's market right now, but something we are looking into but we do get a lot of women who use them and find success. And like you said it is.

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Willis Varno: they're gonna allow you to play a little bit better than your game because of the forgiveness of them like I said, you heal it or tow it. It's gonna go where you want. I towed one the other day that I was like, oh, my God, that's a horrendous sean! Then I look up and it's 10 feet from the PIN. I'm like.

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Willis Varno: okay, that that's great. So yeah, exactly. So that stuff super nice. One of like the big things I love about like I said. I see I'm on the Facebook comments. I do all the social. So I see comments, and I love. When people are like I bought this set. I had a 10 year. Hand me down, set that I bought at a garage sale, I said. It's finally time for me to invest a little bit into my game, and I did it, and then they're like I shot 6 strokes better instantly.

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Jesse Stakes: Right.

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Willis Varno: And it's just like like stuff like that just is like, it's proof in the pudding. It's just like

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Willis Varno: that's great, like you're gonna go out, because again, these clubs that aren't designed for you aren't going to be forgiving. So if you miss hit it, that thing is gone.

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Willis Varno: it's gone. You either. You're just never seen that ball again.

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Willis Varno: So just being able to

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Willis Varno: knock a couple of strokes, it's like a stroke, a hole here or there. It's like, Okay, I I duffed a chip here

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Willis Varno: with the wedges. I'm not dumping that chip now, cause they're so forgiving. So it's nice.

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Jesse Stakes: So talk to me a little bit about the fact. You know a lot of people will sit, try to sell people that that getting custom fit or getting, you know, getting things fit to them matters. What are your thoughts on that.

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Willis Varno: So to a certain extent. Yes, like

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Willis Varno: people are going to be different, like, if you're 6 foot 6. These clubs are probably going to be a little short, you, with that being said, we're always happy to work with you. We sell grips, so we would just send you an extra grip set. If you know you're going to get them extended like an inch. It's just nothing we do in house of the at the moment.

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Willis Varno: But again like the fitting process.

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Willis Varno: If you are nowhere near being

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Willis Varno: decent enough to get fitted, I would say, go, take a couple of lessons 1st and figure out your swing

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Willis Varno: and then cause if you're just again, if you're in a spot where you're shooting a 1, 20

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Willis Varno: and you go get fitted, they're gonna say, Oh, yeah, you need these PP fives, right or just these $2,000 irons that

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Willis Varno: tiger swings, and you're just like,

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Willis Varno: I'm not at that skill level, though, but they're like, no, that's

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Willis Varno: that's what you need. That's what your swing says, and it's like, no, your swing says you need a lesson, PAL, like.

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Jesse Stakes: Like.

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Willis Varno: Like. That's what it says. So again, that's

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Willis Varno: get the clubs. Go get a lesson. And then instantly, between the forgiveness and you taking it a little bit seriously and trying to learn about your game, even even just being more aware. I've just been so

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Willis Varno: so much more aware in my own game recently, whereas it's like

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Willis Varno: taking the time be like I felt myself go over the top on that swing.

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Willis Varno: It's like, alright. I know I know the problem. It wasn't the club's fault, that's for sure. So it's just like

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Willis Varno: just being able to improve yourself with the help of the clubs.

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Jesse Stakes: I think it's a great point. And I think even it's I think I play with a lot of guys that have different and varied skill levels. And in what you said to me that really resonated with me is that your money probably is much better spent on lessons than than trying to tweak your golf set per se, and it's if people would spend more effort and more time on improving themselves rather than improving what they play again. I think it goes back to that whole sports analogy that I always think about

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Jesse Stakes: golf is such a weird game in the sense that people think they can buy a game, and it's like if if I go out and shoot, you know, shoot hoops if I'm you know, if I'm shooting free throws or trying to make a 3 pointer.

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Jesse Stakes: I'm not going to go out and buy a new basketball, because I think that you know that it's going to improve my chances. I'm not going to go out and buy a new baseball glove because I think it's going to help me catch the ball.

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Jesse Stakes: It's a crazy mentality that golfers have, that, that they think that what they're putting in their hands is going to magically give them a game.

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Willis Varno: You. You see it time and time again. Man, it's

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Willis Varno: you. You can't escape it, and that it's a great point like you said. If I can't buy a free throw.

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Jesse Stakes: No.

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Willis Varno: I can't buy a new free throw. It's I have to go. I have to put the time in, put the reps. So it's like, just go hit a bucket of balls like every now and then, like there's so many guys will just buy the new set of clubs, and then they'll go out 3 times a year and be like man. I can't hit these clubs.

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Jesse Stakes: Yeah.

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Willis Varno: And that's the 3 times they go golfing, and it's like.

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Jesse Stakes: Right.

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Willis Varno: Well, surprise surprise. Yeah, exactly

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Willis Varno: exactly so. And that's 1 of the nice things about the clubs, too. I don't think we've touched on it is you do get a 60 day trial.

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Willis Varno: so you can put them to test. Yeah. So you, once you buy them, you can put them to test on your course for 60 days.

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Willis Varno: That's a hell of a lot of golf if you golf a decent amount within that 60 days. So we're pretty confident that you're gonna love them once you try them out. Yeah. So basically, if you don't like them for any reason you just reach out to us, but

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Willis Varno: we get very little people reaching out at the end of that 60 days. So it's nice.

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Jesse Stakes: Was going to be my follow up there was, what's the percentage? What's the percentage of people that take you up on your offer?

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Willis Varno: Under under 3%. I think at this point. So it's.

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Jesse Stakes: That's fantastic.

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Willis Varno: Yeah.

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Jesse Stakes: I get a I got a picture of Johnny Drama in my head from from entourage when he's smashed.

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Willis Varno: Nice show.

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Jesse Stakes: So I know I'm about to ask you to to call one of your kids ugly here. But do you have a favorite club or a favorite something that you guys have designed as a company.

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Willis Varno: So my favorite clubs to use personally. So I

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Willis Varno: the left, handed clubs. 1st of all, that would be my answer. Because I'm a Lefty. I've been here for 5 years pushing for it. So we finally got them. So those would be my favorite personally, personally, and it's the

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Willis Varno: the general population answer as well. It's the wedges.

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Willis Varno: The wedges are insane. A lot of people like we talked about earlier, who come from like a hand me down set or something they're like. I got a pitching wedge and a random 60 degree that I found from

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Willis Varno: a random garage sale, so they don't have

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Willis Varno: the clubs from within a hundred yards to make a big difference. Like the 56 out. The sand is insane, the 60 green side is great, and I've used my 52 from like full swings from 100, and I've thrown more darts with that club

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Willis Varno: in the last 2 seasons that I have ever in my life thrown a dart. So the wedges are the top dogs and we probably put those head to head against any wedges that you get for 150 bucks a wedge.

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Jesse Stakes: You wouldn't even you wouldn't think so from a company from a company called Bombtech. I would have never guessed that you would have said the wedges.

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Willis Varno: Yeah, the wedges are great. The driver, I mean, all of our clubs are great.

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Willis Varno: The wedges, though, are just because people I feel like are more.

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Willis Varno: When we talked about the egos and the being like product focused guys aren't going to get rid of their 600 drive. $600 driver that quick they might be more open to trying the wedges where it's like, okay, I get 3 wedges for 137 bucks. I might as well try them out.

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Willis Varno: and they try them out. And they're like, Oh.

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Willis Varno: these are just as good as my $150 per wedge wedge.

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Jesse Stakes: Right.

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Willis Varno: At, and I'm getting all 3 for less. So they're like, all right, let's go try something else.

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Willis Varno: In terms of a new club that we've put out recently, the 9 wood

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Willis Varno: that club is actually insane. We did a bunch of ambassador testing with that when we were in the testing process. So we send them to a bunch of people who have tried our clubs previously and just have given feedback, and it was a resounding, Oh, my God, this needs to go to the market now.

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Willis Varno: It's basically a 4 or 5 iron replacement. So if you don't hit those high irons, really? Well, this club is insane 24 degrees aloft.

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Willis Varno: It's a wood that you hit, and that ball just dies once you once it lands. You're getting action on it. It's

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Willis Varno: it's actually insane. So.

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Jesse Stakes: That's fantastic. That's that's absolutely fantastic. We'll make sure that we put links to everything at the bottom of this video as well. When we put stuff out so that people can actually access it and take a look at. Take a look at what you have to offer, you know. So.

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Willis Varno: Please, do.

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Jesse Stakes: I think some of the cool stuff you guys do do as well is not just your clubs. You guys do a lot of soft goods as well.

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Jesse Stakes: I thought one of the cool one of the coolest head covers that I've seen for a driver is your grenade that you guys do.

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Willis Varno: Well, I appreciate that. We just brought that back kind of recently. It was. So we had it in an ad, and everyone was just like, Where is that head cover? And we're like, alright. Let's bring it back. So

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Willis Varno: I definitely appreciate that. You know, when you see it, you're like it. That's 1 of my favorite things about the brand as well as like the color scheme, and like the black and green, is.

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Jesse Stakes: Yes.

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Willis Varno: You like. You'll just be walking on the driving range, and I'll just look over and I'll see it, and I'll just be like

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Willis Varno: that's a bomb tech club, and I'll just walk over and be like, hey, how's it going? And

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Willis Varno: just chat him up for a little bit. But you got, you know, when you see a bomb tech out in the wild. It's very nice.

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Jesse Stakes: That's awesome. That's very cool. So before we wrap it up, if people are interested, if they'd like to learn more about Bombtech, if they're interested in getting a club in their hands. Where's the best place that they can go.

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Willis Varno: You can reach out to us. We have a bunch of again. One of the great things about us is if you reach out to us, you're actually gonna get a person who uses bomb tech. So you can DM, us on Instagram support@bombtechgolf.com as our email.

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Willis Varno: We have a phone number 844-97-5510 one. We have a chat on the website. All of those are going to go to myself or Mike. So if you reach out like I know we've gone to a few other websites to see what they offer for customer service, and I'll tell you what, you can't even find a phone number.

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Willis Varno: So if you have any questions at all like I, I can't reiterate enough. We love talking to people.

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Willis Varno: So it really is like, we are an extension of you guys. Think of us as

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Willis Varno: you're the buddy who's hanging out at the 19.th Hold the clubhouse waiting for you to get done your round, and we got a beer ready for you to chat it up. So that's what we're here for? So yeah, any questions, please do not hesitate to reach out.

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Jesse Stakes: Very cool. I'd be remiss if I did not ask you this before we wrap this up. Drink of choice on the course.

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Willis Varno: Drink of choice on the course. I mean.

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Willis Varno: it's got to be a transfusion, right? It's kind of a cop out answer. I have those long drinks. Have you tried the long drinks? Those are pretty good. I like, I haven't tried the 0 sugar one yet. I'm

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Willis Varno: I'm trying to try to be a good boy and watch my weight and my sugar intake still so like

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Willis Varno: tequila soda, maybe lemon lime like if we're watching the waste. But yeah.

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Willis Varno: whatever's whatever's gonna help me swing better. There's a good answer.

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Jesse Stakes: Shout out, shout out to John Daly for the good boys! The the.

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Willis Varno: Oh!

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Jesse Stakes: Vodka teas that he made as well. Those things are fantastic, but I can't stop drinking them. They need to be. They need to have a little stiffer taste to them, because they go down like like real iced tea.

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Willis Varno: Yeah. My wife, who doesn't drink much, tried one of those long drinks, and was just like, Oh, this is alcoholic. I was like, yeah, she's like, Oh, this is gonna be dangerous. So no, maybe maybe put a little warning on there. Just hey? These taste way better than

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Willis Varno: that's just the strength of them.

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Jesse Stakes: Well, Willis, I want to thank you so much for joining us, I think. Like I said, you, you and your brand, you guys match exactly what my audience is. There's those folks that are professional at anything but golf, and I can't thank you enough for being on the show, and we look forward to hopefully having you on to talk more golf, just, you know, just for fun sometimes as well.

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Willis Varno: Absolutely man. You know how to get a hold of me. Now, I really appreciate you getting me on. I I'm new to the podcast space. So if I rambled, I'm sorry, guys. But I appreciate it. And like, I said, don't hesitate to reach out to us guys, we we really love it so thank you once again.

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Jesse Stakes: You're natural. You handled it just fine. So again, thank you very much, and we'll catch you down the road.

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Willis Varno: Perfect sounds, good.