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August 17, 2000

Bogart Golf

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Bogart Golf

WHO:
A golf instruction company founded in 1999 by Brian Cooper.

WHAT:
Operates indoor training centers that fold digital technology and the Internet into the instruction process.

WHERE:
Based in Bellevue.

Fast Fact #1: Fore! Bogart Golf plans to open 80 centers nationwide in the next five years.

Comment: The company currently operates centers in Bellevue, downtown Seattle and Redmond and hopes to open one soon in the Southcenter area. Dallas, Atlanta, Houston and Chicago top of the list of national markets Bogart will shoot at when expansion begins during the next six months. The company also has its eye on Japan and Europe. Funded so far by angel investors, Bogart likely will float an IPO to finance its expansion, says J. Scott Painter, CEO.

Bogart Golf

Fast Fact #2: The company teaches golf "The Bogart Way."   

Comment: That doesn't mean the instructors wear trenchcoats and talk tough. "The Bogart Way is a combination of delivery, technology, environment and instruction ... a system for improvement," says Painter. Designed to endow golfers with muscle memory of a sound swing, the Bogart Way is based on the "Ten Steps to Better Golf" approach developed by Cooper, a certified PGA professional. As for the company's name, it was chosen to convey a fresh image. But that wasn't the only reason. "I have a dog named Bogart that is the neatest dog on earth," says Painter.

Fast Fact #3: Painter is the co-founder and former managing partner of a local investment banking firm. 

Comment: He and Cooper met two years ago when Cooper sought funding from Chanen, Painter & Company to build a chain of indoor training centers based on one Cooper was running in Bellevue. At that time, Cooper already was using digital video to enhance his lessons, but the concept needed more work and Painter turned him down. Nevertheless, he and Cooper became friends. "I got golf lessons and he got words of wisdom from me," says Painter. A year later, Painter had a sweeter golf swing and Cooper had a viable business plan.

Fast Fact #4: Bogart Golf training centers take up about as much space as a 7-Eleven.

Comment: And if all goes according to plan, they will be just as conveniently located. "We want to be close to where people live and work," says Kass Sells, senior vice president for marketing. A typical center is about 2,500 square feet and houses a reception area, small pro shop and three or so studios where golfers smack balls off an Astroturf mat into netting. During lessons, clients receive one-on-one instruction from PGA-certified teaching pros, all trained in the  "10 Steps to Better Golf" approach. 

Fast Fact #5: Bogart Golf gives duffers something in common with Tiger Woods.

Comment: Every pro golfer uses digital video to analyze his or her swing,  so why shouldn't the rest of us, says Painter. Using proprietary technology, the Bogart Golf digital video system automatically records and then instantly replays a golfer's swing on a big screen TV. The computer allows the golfer and the instructor to analyze the swing at various speeds, draw lines, circles and angles to help the golfer see where club and body need to be and compare improved swings to old swings as well as to the swings of well-known pros. Instructors can also add written and audio notes to the video so their clients can use it as a permanent training tool. Besides copies of their videos, clients also receive a "10 Steps to Better Golf" manual.

Fast Fact #6: Bogart offers both lessons and memberships.

Comment: Bogart pros are giving about a dozen lessons a day and membership has hit 800, says Painter. The half-hour lessons plus half-hour practice sessions are sold in a five-part program that costs $385. Annual memberships with unlimited use of the center cost $495. A combination lesson/membership package costs $625. The center also offers a short game program for $145 and a junior program for $169.

Fast Fact #7: Bogart Golf's Web site teed off last spring. 

Comment: The site puts The Bogart Way online through a series of streamed video lessons available to everyone. In addition, golfers will find a tip of the day and can buy golf products, book tee times and check tournament leaderboards. Bogart members and clients have it better yet. They can watch streaming video of their swings, review notes from their instructor and find drills and advice to fix their specific problems -- all from anywhere that has Internet access. Clients and members can even e-mail a question to their pro and expect an answer back before their next round. 

Fast Fact #8: The Bogart Way helped Painter shave his handicap from 15 to 7.

Comment: "We'll cut your handicap in half in half the time of any other instruction method," says Painter. "And I'll guarantee it." For novices, Bogart eliminates embarrassment since, unlike a driving range, golfers practice in privacy. For experts, the digital video helps instructors spot even the tiniest flaws. Bogart Golf is the official training center for the University of Washington golf teams.

Fast Fact #9: Corporate sales account for about 40 percent of Bogart's business.

Comment: Companies offer Bogart lesson packages and memberships as perks for employees, says Sells. They also hold meetings and parties at Bogart training centers. Bogart also has started selling its own line of custom clubs.

Fast Fact #10: Have balls, will travel.

Comments: Portable Bogart is a self-contained traveling Bogart Golf studio available for special events at locations ranging from offices to actual golf courses. Next month, the company will host a tournament for its members at the new Washington National course in Auburn. Dubbed the Bogart Open, Sells refers to it as "the fifth major."



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