Dogleg Right

What Dogleg Right does

Dogleg Right, operating commercially under the MACHINE and Machine Golf brands, is a US-based custom putter manufacturer founded in 1994 by Dave Billings. The company designs, engineers, and handcrafts premium putters in-house at its Texas facility using precision CNC milling (including a Haas VF-2 Vertical CNC machining centre) combined with manual mill work. Its product platform is based on a modular M-Series architecture (M1A through M20) sharing interchangeable components such as modular hosels, convertible flanges, and patented/patent-pending technologies including the Delta Mod Adjuster System, Vertical Mill Groove (VMG) and Thread Mill Groove (TMG) face mill patterns, adjustable weighting, and the Adjustable Tongue Medallion (ATM). Products are sold through a multi-channel premium distribution network: authorised custom fitters (Club Champion, Cool Clubs, Hank Haney Golf Ranch, Novo Golf, The Golf Academy LA), private country clubs and resorts, direct e-commerce (machinestarter.com, gostorego.com), and at golf expos.

The company monetises via one-time unit sales of custom putters, accessories (headcovers, MACHINE-branded Sun Mountain 3.5 DLX golf bags), and licensed co-branded Bobby Jones putters (Silver Anniversary from $699.99, Grand Slam from $799.99, Bespoke Art from $1,499.99). Premium putters using exotic materials such as Damascus steel, Mokume Gane, and Titanium Damascus are priced at $2,000+. Under a 2014 multi-year strategic partnership with Bobby Jones (Jones Global Sports), Dogleg Right produces limited edition Bobby Jones-branded putters. The company serves serious amateur golfers seeking premium fitted putters, golf instructors and club fitters, and private clubs/resorts seeking premium branded equipment; its heritage includes 10 Hall of Fame golfers and 140+ tour professionals who have used its designs, contributing to 11 major tour titles.

Name

Dogleg Right

Legal name

Dogleg Right Corporation, GP / Dogleg Right Partners, LP

Website

https://doglegright.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Dogleg Right (MACHINE brand) is a US-based custom putter manufacturer founded in 1994 that designs, handcrafts, and sells premium modular putters through authorised fitters, country clubs, and direct e-commerce to serious amateur golfers and tour professionals.

Ownership category

akta.pro rank

Headquarters

HQ city

Mckinney

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Custom Putter Sales: Sale of premium custom-milled putters under the MACHINE brand with extensive customization options including materials, finishes, hosels, flanges, and weights.
2. Bobby Jones Branded Putters: Sale of limited edition and custom Bobby Jones branded putters under strategic partnership (Silver Anniversary, Grand Slam, Bespoke Art series).
3. Accessories: Sale of headcovers, golf bags, and other golf accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Dogleg Right designs, manufactures, and sells premium custom-fit and custom-made putters under the MACHINE brand, with an online builder that lets customers configure head, hosel, and flange options. Production is performed in-house in McKinney, Texas using precision CNC milling (Haas VF-2) and manual mill equipment, with optional premium and exotic materials such as Damascus steel and Mokume Gane. The company also produces licensed Bobby Jones branded limited-edition putters and sells related accessories such as headcovers and golf bags.

Product overview

Dogleg Right, operating under the MACHINE brand, manufactures premium custom-fit and custom-made putters through a modular platform architecture. The core product line consists of M-Series putter models (M1A through M20) that share interchangeable components including modular hosels, convertible flanges, and the Delta Mod Adjuster System. Each model is available in multiple variants (Adjuster for adjustable weighting, Fixer for fixed weight, Converter for interchangeable flanges) and can be customized with various materials (303 Stainless Steel, 1018 Carbon Steel, Billet Copper, Aluminum Bronze, Damascus Steel), finishes, hosel styles, and alignment features. The company also offers licensed Bobby Jones branded putters through a strategic partnership. Supporting accessories include headcovers, golf bags, and an online custom builder platform.

Differentiator

Problem solved

Functional benefit

Brands

• MACHINE: Premium custom putter brand marketed under Dogleg Right, featuring innovative adjustable technologies and proprietary face mill patterns.
• Bobby Jones Putters by Dogleg Right

Products and services

• M1A Putter Premium blade-style putter offered in adjustable-weight (Adjuster) and fixed-weight (Fixer) variants, with extensive customization of materials, platings, finishes, and hosel styles. Targeted at serious individual golfers seeking a custom-fit blade putter.
• M2A Converter Putter Convertible putter head compatible with multiple flange options (Blade Back, Fat Back, Deep Bite Bongo Back, Heavy Step Back), allowing golfers to interchange flanges for different alignment and feel characteristics.
• M2A Megalodon Putter Super-high MOI mallet putter providing maximum forgiveness, with adjustable weights and multiple sizes, weights, materials, and finishes. Megalodon flanges are designed to pair with M4 Meritage and M2A Converters.
• M4 Meritage Putter Revival-series putter blending traditional aesthetics with modern performance, available in multiple flange and hosel configurations.
• M5 Designer Putter Custom M-Series putter offering design flexibility with multiple flange and hosel options.
• M6 Inspirer Putter Revival-series putter featuring traditional-inspired design combined with modern manufacturing precision.
• M8 Converter Putter

Quantifiable outcome

• M1A Adjuster took 2nd place in MyGolfSpy's 2013 Golf's Most Wanted Blade Putter Competition
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Bobby Jones (Jones Global Sports)coreStrategic or Co-development Partner · 20 November 2014Multi-year, worldwide strategic partnership where Dogleg Right designs and handcrafts limited edition Bobby Jones-branded putters including Silver Anniversary, Grand Slam, and Bespoke Art series. Each series offers innovative designs, patented and patent pending technologies (including adjustable weights, interchangeable necks, adjustable loft, lie and toe hang) and Dogleg Right's proprietary face mill patterns.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• TaylorMade Golf: Major golf OEM offering putters as part of a full equipment lineup. Comparable as a broad incumbent whose Spider putter line competes directly in the mallet segment where Dogleg Right's Megalodon plays.
• PING: Established golf OEM with putter heritage (Anser line) and strong custom fitting infrastructure. Comparable as a broad incumbent with deep fitter relationships that overlap with Dogleg Right's distribution channels.
• Cobra Golf (Puma Golf): Golf equipment OEM with putter offerings as part of full bag lineup. Comparable as a broad incumbent competing for fitter shelf space and tour visibility relevant to Dogleg Right's go-to-market strategy.
• Wilson Golf: Mass-market golf equipment brand offering putters across price tiers. Comparable as a broad incumbent at the value end of the putter spectrum, relevant for pricing and channel benchmarking against Dogleg Right's premium positioning.
• Odyssey (Callaway Golf): Callaway's putter brand offering insert-based and milled putters across price points. Comparable as a major premium putter competitor with far broader product range, tour visibility, and marketing budget than Dogleg Right.
• Scotty Cameron by Titleist (Acushnet Holdings): The dominant premium putter brand and the benchmark for tour-validated milled putters. Comparable as the gold-standard competitor in the same custom/premium putter niche, though operated as one line within Acushnet's broader equipment portfolio with significantly larger scale.
• Cleveland Golf (Srixon/XXIO): Multi-brand golf equipment manufacturer including putters under Cleveland and Srixon. Comparable as a broad incumbent with overlapping putter SKUs and shared retail/fitter channels.

Direct peers

• Bettinardi Golf: Boutique custom putter manufacturer producing milled, premium-priced putters with strong tour validation, similar in scale and custom-craftsmanship approach to Dogleg Right. Directly comparable in business model (custom CNC-milled heads, premium materials, direct/fitter channel mix).
• Evnroll: Independent boutique putter manufacturer focused on precision-milled putters with proprietary face groove technology. Comparable in scale, custom manufacturing approach, and premium positioning to Dogleg Right.

Emerging players

• L.A.B. Golf (Lie Angle Balanced): Emerging putter brand built around a novel lie-angle-balanced technology that addresses face balance in putting. Comparable as a smaller, innovation-driven custom putter brand pursuing tour adoption, similar in disruptive positioning to Dogleg Right's Delta Mod Adjuster.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MACHINE.putters
• LinkedInlinkedin.com/company/dogleg-right-corp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dogleg Right