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Hey everyone, welcome back to the Leader Show with Lou Carter. We have the pleasure of hosting David Abeles, the CEO of TaylorMade Golf. Headquartered in Carlsbad, California, it is a renowned American sports equipment manufacturer specializing in the production of golf clubs, balls, and apparel.
David presents his insights into the company’s growth and the culture he has helped create over the years. Furthermore, Mr. Abeles talks about leadership and what love means to TaylorMade Golf as a Most Loved Workplace®.
With that said, let’s jump right in.
When Lou asks David to explain what he means by “Beyond Driven” and how it creates a winning culture for TaylorMade Golf, David explains that Beyond Driven is more than just a tagline or slogan; it’s an ethos emphasizing the competitive spirit, connectedness, and willingness to take risks and improve.
Continuous improvement and investing in development are two of the most important factors contributing to the organization’s success. Lou acknowledges the metaphor of driving and golf and how they are related.
Next, Lou and David discuss how TaylorMade Golf’s culture contributes to its product and technological innovation. David highlights that innovation goes beyond creating technical precedents in its products and services. Instead, the company defines innovation as “people innovation”, starting with their employees and creating an environment that encourages risk-taking and courage to make the right decisions.
Innovation shows up in every department; creating new ideas and pathways aligned with their mission and purpose. The fact that TaylorMade is a technological leader in their industry is a byproduct of their innovative thinking, which ultimately creates value for customers.
Following through, Lou asks David about TaylorMade Golf’s approach to innovation and if they use different leadership perspectives such as customer zero, Apple’s “I know it’s right”, or other customer-driven methods.
David explains that they have three primary inputs for innovation: world-class athletes on Team TaylorMade, a creative global product creation function, and customer feedback from those who consume and promote their products.
They ideate with the athletes to enhance their performance, invest heavily in R&D to identify new pathways for performance improvements and learn from their customers to address new technologies that suit the needs of golfers in the future.
He reveals that they have planned five years ahead for advanced technology that they cannot manufacture today.
Moving on, Lou asks what employees can expect when it comes to career development at TaylorMade Golf. In reply, David explains that the company takes a personalized and specific approach to development, looking at different professional profiles and career paths to create tailored programs that are valuable to individuals and the company.
One program he highlights is “Career Stories”, where employees share their experiences and learning with others. Another program called “Fit to Lead” is a four-month program focused on managerial skills development. Finally, there is “Leaderboard”, a 12-month program focused on establishing an environment of creativity and leadership.
David strongly believes that TaylorMade Golf’s commitment to employee development is cultural, with everyone committed to their personal and team’s development, leading to greater progress within the organization.
Next, Lou compliments David for TaylorMade Golf’s and enjoyable atmosphere and asks how he fosters a culture of fun and connection among his team. In response, David says that his employees engage in many activities together, including golf tournaments, team-building exercises, and community involvement initiatives.
He also mentions their “Communi-TEE” program, where employees can take volunteer time off to help less fortunate people in their communities.
TaylorMade Golf’s core values are as follows: originality, relatability, competitiveness, and “golf-timism”, a brilliant portmanteau encompassing their philosophy. He describes how the company’s values are pressure-tested not only within the organization but also with the company’s endorsers and consumers. David emphasizes that TaylorMade strives to be original, relatable, competitive, and optimistic in everything they do in order to drive success.
When asked what he would say to potential employees who are enthusiastic about joining the company and love golf, David Abeles highlights the importance of pursuing one’s passion and building a network to pursue a career in the golf industry. David also encourages people to engage with TaylorMade through their website, social media, or by visiting their headquarters in Carlsbad, California.
Lou and David go into much greater detail throughout this conversation. Thank you for listening!
