In the 1970s and 1980s, golf club designers were celebrities. Ben Hogan, Arnold Palmer, Ping's Karsten Solheim — their names were engraved on the club heads. That signature was a mark of quality. Golfers weren't just buying a club. They were buying someone's thinking, someone's obsession.
Then the market consolidated. Brands swallowed designers. Design committees replaced individuals. Today, can you name a single contemporary club head designer?
One reason DID exists is to bring this back. There's a person behind every club. That's worth knowing.