GOLF BIZ BOMS IN VALLEY; AREA FIRMS TURN OUT PREMIUM EQUIPMENT.

Byline: Scott Wolf Daily News Staff Writer

It is one of the area's most robust industries, but few are aware of its existence.

The average golfer might not realize it, but local golf companies could produce every piece of equipment and clothing in their closet. Everything from golf clubs to bags to socks are made by businesses in neighborhoods and cities like Chatsworth, Pacoima and Agoura Hills.

And while sales for Southern California companies total $1.5 billion, nearly every firm is anticipating even bigger profits this year from the rise of Tiger Woods.

``He is a big factor. He's influencing the marketplace and it cannot be measured,'' said Michael Cheng, president of Harrison Sports in Pacoima, which manufactures golf-club shafts.

``With the Tiger influence, parents are dragging kids out and kids are dragging parents out,'' said Erik Pederson, vice president of sales for Lynx Golf Company in the City of Industry.

These might sound like a rosy assessments, but corporate America is embracing golf like never before.

American Express, which recently signed Woods to a $13 million endorsement deal, has introduced a credit card that allows customers to earn points to purchase golf equipment, instruction, apparel or access to courses. The card is the first by American Express that uses a sport, or lifestyle product, as its selling point, according to spokesperson Cathy Cummings.

``The idea is that there's a lot of potential there,'' Cummings said. ``The card has met expectations.''

Other companies - based locally and elsewhere - are trying to cash in on the boom. Whether it results in success remains to be seen.

``There's a lot of optimism, no question,'' said Rob Marvin, a golf-industry analyst for The Seidler Companies in Los Angeles. ``I don't know whether it's founded or not. I don't know if the whole Tiger Woods deal affects participation.''

Lynx hopes so. It has launched a new junior set of clubs specifically to capitalize on Woods' popularity. Rawlings Golf in Chatsworth has also added a second junior line of clubs, according to Mark Poulin, vice president of sales and marketing.

Rawlings will ship about 5,000 junior sets from its Chatsworth office this month, more than double its average allotment, Poulin said.

Easton Sports in Van Nuys, perhaps best known for its aluminum baseball bats, is also entering the golf business. It has just started making aluminum shafts for Goldwin Golf's AVDP clubs. Although Easton failed at its try to enter the golf business in the mid-1960s, its second attempt is proving more successful, thanks to its Goldwin contract and the sport's increasing popularity.

Golf-club shafts account for 5 percent of Easton's business, but that figure is rising, according to company owner Jim Easton.

``By the end of the year, we think it will be a recognizable part of our business,'' Easton said. ``It's not unrealistic that it could be half our marketplace or we could double our business. There's a lot more interest. A lot more market size.''

Women are also proving to be a fertile golf market.

In Tarzana, Marcia Grey has run her own sports-apparel business for 22 years. When she first started, she made only tennis clothes. But 13 years ago, she introduced a golf line for women.

Today, golf apparel accounts for 85 percent of her business, and clothes bearing the name ``Marcia Originals'' are available in golf shops, country clubs and even Nordstrom department stores.

``Golf is much healthier (than tennis),'' Grey said. ``Our business has grown tremendously.''

Nordstrom also carries On The Tee cushioned golf socks, another Tarzana-based golf company.

One of the biggest secrets in the San Fernando Valley might be Kent Sports in Chatsworth. The company sells golf parts and also builds custom clubs. If you have a Silver Diamond titanium driver, it comes from Kent. It looks just like a Callaway driver, but instead of costing nearly $400, it runs about $150.

``We make golf affordable,'' said Bob O'Day, marketing manager for Kent Sports. ``The names on our clubs are not recognizable, but we sell high-value merchandise that doesn't carry the intrinsic value of Callaway or Taylor Made.''

O'Day said Kent has had several meetings in the past with Callaway over possible design infringements but has always been able to settle without going to court. Usually, a settlement involves making a slight design change to a club head.

``Our clubs are generic, not a complete, blatant knockoff,'' O'Day said.

Naturally, every optimistic projection should be tempered by reality.

Wilson Sporting Goods closed its Newbury Park golf manufacturing plant in 1995 and laid off 82 workers. The company decided to shift its emphasis from manufacturing to developing golf equipment.

Karsten Manufacturing, which makes Ping golf clubs, has laid off 20 percent of its work force since 1995. Founders Club Golf Company, based in Vista, near San Diego, went out of business last August.

Lynx, which was purchased last year by a private group of investors including accountant Edward White of Woodland Hills and golf pro Fred Couples, lost money for five straight years in the '90s.

And the actual number of people playing golf has not exactly reflected an interest explosion.

The National Golf Foundation reported that fewer people (24.7 million) played golf in 1996 than in 1995 (25 million). Actual raw numbers have remained fairly stagnant since 1990.

``It's too expensive to play. I don't think people will go into it if they can't afford it,'' Grey said.

Despite the flat trend in participants, actual golf spending has increased the past three years, according to Seidler Companies analysis.

When you factor in Woods' unprecedented popularity, along with U.S. population trends, the future of the sport appears secure.

The Seidler report concluded that the aging of baby boomers (those born between 1946-64) will only increase golf participants.

``As the baby-boomer generation gets older, they spend more time on recreation,'' O'Day said. ``As they get closer to retirement, they are taking up golf.''

The Seidler report concluded that junior golfers are the generation making a real move into the sport. Junior golf participation is up 33 percent since 1989, and with images of Woods and Michael Jordan playing golf, it is no longer viewed as just an old person's sport.

``I think what you'll see from the whole Tiger deal is groups of people not interested in golf suddenly think golf is cool,'' Pederson said.

GREEN FEES

The top 10 golf-club manufacturers in 1996. Sales are in millions of dollars.

Company Sales

1. Callaway $449.0

2. Taylor Made$242.0(x)

3. Cobra $143.0(x)

4. Karsten (Ping) $89.0(x)

5. Spalding (Top Flite) $60.0

6. Titleist $58.0(x)

7. Tommy Armour $53.0(x)

8. Wilson $46.4

9. Northwestern $45.0(x)

10. Mizuno $40.5

(x)Companies are privately held and sales totals are estimates.

Source: Golf Pro Magazine

GOLF HOTBED

Local companies are responsible for practically every type of golf product. Here's a sampling of some area businesses.

Company Location Product

Harrison Sports Pacoima Club shafts

Kent Sports Chatsworth Club components

Cast Alloys Chatsworth Club heads

Rawlings Sports Chatsworth Bags, balls, clubs

Marcia Originals Tarzana Women's clothes

On The Tee Tarzana Socks, accessories

Sunderland of Scotland Chatsworth Outerwear

Fore Golf Agoura Men's clothes

CAPTION(S):

Chart, 2 Boxes

Chart: THE BIG THREE

Box: (1) GREEN FEES (see text)

(2) GOLF HOTBED (see text)