When asked his golf handicap, Chris Word chuckles and says, “It’s under construction….” So much for bragging rights on the course. Yet, what this Charlotte, North Carolina resident can be proud of his work as President and CEO of Greenwood Golf, an online retailer of tour-level golf balls and very uniquely designed blade (putter) covers.
Launched in 2021, product functionality and affordability is front-and-center for Greenwood Golf, whose three-layer golf ball is expertly crafted combining a high cis-polybutadiene rubber core, surlyn mantle and injectable urethane cover to create one of the most exceptional tour balls on the market. The use of these materials provides extraordinary distance, spin, control, and feel off the face of the club for its balls.
Chris, born in East Saint Louis, Illinois, is a University of Notre Dame graduate and a CPA by trade with decades of industry experience. Alongside his wife, Nitra Word, the couple has served for years as accounting consultants, listing Fortune 100 companies such as Johnson & Johnson and Wells Fargo among their past cliental. Today, Chris has taken his passion for golf to introduce new products to the golf world through Greenwood Golf, a 100% Black-owned business, founded to celebrate the experience of a round of golf.
Greenwood Golf…the beginning
Ingenuity usually comes about in trying to fulfill a need. Thus, was the beginning of Greenwood Golf. “I started the company last year when I couldn’t find a cover for my Blade putter, says the 37-year-old. “I created the putter cover that I liked and then launched SneakyPutter to offer it to other golfers. In late 2021, we added golf balls and range balls to our product list and changed our name to Greenwood Golf.”
Chris’ passion for the game is evident as he talks about the camaraderie that he experiences while playing rounds with his mentors, Darryl Jackson, a Charlotte entrepreneur, and Dwight Williams, a retired veteran. Throughout his years playing golf, Chris saw first-hand that “There are a diverse number of people who love the game. I have played with women, children, professional athletes, entrepreneurs, colleagues, business professionals, and even 70-year-old men who wore jeans and smoked cigarettes. What I have come to appreciate is that no matter who you are, your background or beliefs, we all share a love for the game. I founded Greenwood Golf to capture the essence of that diversity and experience.”
In today’s golf landscape, the sport is experiencing a major leap in attracting new players. According to data from the National Golf Foundation (NGF), at the peak of the 2021 U.S. golf season, the number of rounds played was up 16.1% compared to 2020. In 2020, the NGF recorded 24.8 million golfers in the U.S., an increase of 500,000 (or 2%) over 2019. It was the largest net increase in the number of players (both beginners playing their first round and lapsed golfers coming back to the game) for the first time in 17 years.
All golfers need balls to play with, yet Chris, knows there are still challenges ahead for his new business. “I believe our biggest challenge is going to be perception. Golfers are loyal to their favorite brands. Even though, we have quality products, since our business/products are new to the market, our challenge is going to be getting golfers to switch to our products while we are working to become a household name.”
Greenwood Golf products, which are available through their website www.greenwood.golf and Amazon, include its signature Greenwood Golf Ball, available in a single box ($40/dozen) or a two box bundle ($75), and a wide variety of custom handcrafted putter covers, for both left-and-right handed golfers ($20 and up). When asked about the putter covers, Chris talks about how frequently it becomes a conversation starter during rounds. “Since I created the cover, someone at some point asks me about it. Depending on the color scheme for the day, I respond by mentioning how the cover reminds me of my daughter, or represents my alma mater, Notre Dame. Either way, the conversation has started.”
Chris carries no shame about his golf game. He admits, “Golf is hard, especially if you do not put the time in to remain consistent.” Notwithstanding, Chris continues to persevere. He remains humble but has large plans to scale his Greenwood Golf company into an empire to be reckoned with.
Greenwood Golf is a proud sponsor of the 2nd Annual Juneteenth Golf Classic and Gala, which will be held in Charlotte, NC on June 18, 2022. Net proceeds from the event will be donated to the Golf Team of Julius Chambers High School, a diverse and underfunded program. To participate or donate to this great cause visit https://www.charlottegolfersalliance.org/juneteenth To learn more about Greenwood Golf and its products visit www.greenwood.golf, via facebook @greenwoodgolfbrand or instagram @greenwood_golf
