Interview (06/09)

I’m not pushy

Each one of us has been in this sort of situation: you make a great business deal and want to reward yourself and your partner, you win a legal dispute and want to thank your lawyer or you just want to make someone happy from your demanding golfing family on their anniversary. Whoever knows anything about Czech golf is aware that they can contact the manufacturer of exclusive Czech jag´ putters, Petr Jandl and he can produce a custom-made gem for their bag to be talked about.

GP: It is known that quality comes first with the jag´ brand. In a situation when you cannot provide a customer with the best putter you will also discourage the potential buyer. Is it true that this last spring you refused to show your putters to people from President Barack Obama’s team during his recent visit to Prague?

PJ: Some people called me from the American embassy only a few days before the American president’s April visit, whether I would sell my typical Czech putters in the best Prague hotel where Barack Obama and his wife, Michelle, would be staying for one night. This really sounded interesting. I know the new American president plays golf and there are a number of excellent golfers among the several hundred people of his staff and people from the White House, but I said no. The main reason was that I do not like to sell putters hastily to people I have not got to know better. I want them to be fully satisfied and not quickly take away a very expensive gift from Prague to later discover that it is not right for them. Moreover, there was no time to prepare putters decorated to commemorate Barack Obama’s first European trip and his speech on Hradčany Square. I felt a bit dizzy to think I could have been offering my clubs at the most guarded hotel in the world when the most influential figures of world politics were staying.

GP: There aren’t many people who would refuse to introduce their products to the White House. So what are your customers like?

PJ: I know all my clients personally. Virtually no product leaves my workshop without being individualised. As they say overseas: “just the way you like it”. I take more time making each feature so there is a marked difference compared to the putters that are mass produced. I pick the best materials to guarantee excellent workmanship. Each putter is an original: embossment of the initials, special engraving, decorated with precious stones or a ray grip. I most enjoy making putters for buyers but my products are still more popular as an exclusive gift or a prize at a golf tournament.

GP: How did you manage to get to the US PGA Tour – a dream for so many manufacturers – so soon after launching your products?

PJ: Yes, I managed something apparently impossible in 2007, when I went to the United States for the Tour with my products in cooperation with a manufacturer of leather grips who presented his products using my putters. The home of jag´ putters is Europe and the Czech Republic where I can provide services that meet my own demands. I am far happier when I hear that my friends talk about my putters on the green, or when my clients recommend me to other customers. This sort of business forces me to concentrate as much as possible on each putter and produce each individual service.

GP: How did you end up making putters? What about the return of investments, time and energy?

PJ: To begin with there was a certain personal desire for making a highly individual product differing from those ordinarily available on the market. This is something that permeates my entire life as I really hate swimming with the current. The amount of direct investment is estimated at several million crowns and I cannot not, of course include the roughly 5000 working hours I have spent. Despite this, I would do it all again although I would do a lot of things differently. The idea is not unique, especially in the USA where there are a huge number of more or less successful putter manufacturers. The entire problem becomes more interesting once you come to Europe where we are bound by strict ecological regulations – some surface finishes will always remain unattainable for us – and the relatively higher cost of basic materials, technology and work in general. Likewise, the European market is substantially smaller than the US market. The great problem for me is obtaining material of sufficiently constant density and weight. To sum up – any return on investment is a long-term affair.

GP: Let’s now take a look at your creative cuisine and how the unique Czech jag´ putters appear?

PJ: There was a time when I got up every morning and drew another new putter model. The ideas came more quickly than the possibility of financing their development and bring the models to mass production. After a time, I had the choice of either not getting up and drawing new models, or would get up, but would not design further putters. Now the time has come when I can fulfil some ideas which ended up in a drawer before. Paradoxically I was pleased to discover that one of the biggest companies in the world had a technical solution patented this year which I had drawn two years ago. Everything starts with a hand drawing, an idea. Today we use 3D software to acquire the draft prototype then you need to test the specific specimens because unfortunately you cannot come up with everything on the table, especially if you want to use progressive and untried technology. For instance, after three months I had to reassess the technology of welding necks with a laser and modify the entire construction. Likewise, my own qualitative demands continue to rise and whatever I produced two years ago I would change completely now. But that is what development is about.

GP: It was only last year that there was talk of you on the Czech putter market as the discovery of the year. Now no-one will be so kind, so how do you feel about this?

PJ: Yes, my modest activities on the market are still unusual for most golfers, but the demand for putters and general services is very good and so far I see no reason why this should change. Last year was extraordinarily successful for the number of putters sold. This year I expect to have time to prepare new technology and ideas for production with the slower start to the season.

GP: Do you work with Czech professionals?

PJ: Here I chose a slightly different strategy than would be expected. I do not consider Czech PROs to be a display window, but as partners who, thanks to their personal experience, enable me to always move a step further technically. Many excellent putters play with my putters. I often recall last year’s Players Championship, where Charley Hoffman threw his putter into the lake at the 13th hole. If that would have been a jag´ putter, I would have been a dead man today.

GP: To end with let’s look at the near future and the things to come?

PJ: jag´ putters will continue to be made entirely in the Czech Republic. The basic material I use mostly comes from Italy, the shafts come from America of course and then the various grips, including the exclusive leather ones, come from Australia. Another reason why we could not meet the wishes of Barack Obama’s people is because, apart from demo putters, we virtually have no ready-made putters in stock, everything is made for specific customers. This should soon change as we will always be able to offer slightly modified ready-made putters. Our new speciality is individualised head covers and further products such as exclusive belt buckles that again can be personalised. I look forward to the Čeladná Golf Course and really look forward to finally being able to play golf this year.