Edel Golf, the golf equipment manufacturer based in Denver, CO, was acquired by Doug Coors, a former executive at CoorsTek, a technical ceramics maker.
Hailing from the Coors Brewing family, Doug Coors’ background is in engineering physics and manufacturing processes. His relationship with Edel Golf started when he became a manufacturing consultant for the company.
“I learned so much from my putter and wedge fittings that I was shocked how little the industry shared with the casual golfer,” said Coors. “There is so much to this game, and I wanted to learn everything I could. Acquiring Edel Golf has given me the platform to share what I learned.
“We started with putters and a basic understanding that the best way to lower your golf score is to make more putts. To do this, you need to start the ball on the intended line with the correct speed. Our R&D Team created an industry-leading putter fitting system to fit your aim overcoming individual aim bias and fit for speed control with simple weight distribution components and permutations. The results we delivered led us to further dive into the scoring improvement equation for golfers.”
Coors further described Edel Golf’s efforts, “We build and design golf equipment that is targeted towards assisting club fitters with the tools and knowledge needed to overcome a golfer’s delivery of the golf club to the golf ball. As with putting and aim bias, this is evident with our Swing Match System (SMS) technology with wedges and irons, where a simple adjustment in the weight of the clubhead can influence a golfer’s clubhead path and face angle for tighter dispersion and increased distance.”
Coors expanded Edel Golf in Denver with a new headquarters and assembly facility in December 2022. Edel Golf’s products include SMS (Swing Match System), SMS Pro Irons, EAS Putters and putter fitting systems, and SMS Wedges.
