Srixon/Cleveland Golf
Corporate Headquarters: Huntington Beach, California
Website: https://us.dunlopsports.com/srixon
Additional Websites: https://us.dunlopsports.com/cleveland-golf, https://us.dunlopsports.com/xxio, https://us.dunlopsports.com/dunlop
Category: Equipment
LEADERSHIP
Mike Powell, President, North America
Matt Yasumoto, Managing Director, Srixon Sports Asia
William Bird, Chief Financial Officer
Scott Carlyle, SVP Global Marketing
Mason Prange, VP Sales
Cleveland and Srixon are both leading manufacturers of custom golf clubs, equipment and accessories under the Dunlop Sports Americas (DSA) umbrella.
DSA, based in Huntington Beach, CA and Greenville, SC, is the North American subsidiary of Sumitomo Rubber Industries, Ltd., manufacturing and selling premium golf and racket sports equipment under a portfolio of brands: Srixon, Cleveland Golf, and XXIO as well as Dunlop. DSA is also a licensed exclusive distributor of ASICS golf footwear.
Cleveland Golf was founded in 1979 as Cleveland Classics by club designer Roger Cleveland. Unlike many, large club manufacturers, Cleveland Golf originally produced replica golf clubs from the 1940s and 1950s.
Cleveland began to see its clubs receive widespread play throughout the 1980s thanks to the release of the 588 wedges. The brand has been through a number of ownership changes over the years but was most recently acquired by Sumitomo Rubber in 2007.
Cleveland Golf has been an industry leader in the wedge market for decades. In addition to the 588 lines the CG series offers has been a historical success for the brand. More recent examples include the RTX line and the Smart Sole wedges. Cleveland also manufactures a full range of golf equipment highlighted by the Launcher brand of clubs and Frontline putters. The company has also made its way into the golf accessory space.
Srixon also has a global presence in the equipment industry, with a full range of clubs, balls and accessories distributed in all major golf markets.
XXIO has seen strong success in the Japanese golf market over the last 20 years and has begun to focus its efforts on building its brand recognition in North America. When Yasumoto took over as the company’s CEO in 2016, Srixon has made a more concerted effort to expand its retail presence in the United States with all three golf brands
Cleveland first began to establish a presence on PGA TOUR when Corey Pavin played the Cleveland’s VAS woods and irons during his 1995 U.S. Open win. Cleveland also signed Vijay Singh in the late 90s which brought further validation to the brand thanks to his multiple championships and world number one status.
Srixon and Cleveland Golf remain a strong presence on in professional golf, with Hideki Matsuyama, Brooks Koepka, Keegan Bradley, Graeme McDowell, and Inbee Park as the most prominent players in the Cleveland/Srixon stable.
KEY TAKEAWAYS
When Roger Cleveland first founded the company, the focus was on making replicas of classic golf clubs, leading to the original business name of Cleveland Classics. Yet it wasn’t long before Cleveland’s iconic wedges became widely popular and the brand status as a marquee wedge maker and innovator is one that continues to this day.
Cleveland has also made a successful comeback to a full line brand after briefly transitioning away to focus solely on wedges and putters, while Srixon and XXIO continue to make concerted inroads into the sizeable U.S. equipment market.
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