Spike on Golf
PGAonline.com
October 20, 2003
By Steve Pike, PGA.com Senior Writer

Ever wish after a wild shot into the weeds that you could press a button and immediately find your ball? Well, RadarGolf says it has technology that will enable you to do exactly that.

Tired of hitting a golf ball into the woods and having to leave it behind because you couldn't find it? Chris Savarese knows your pain. But instead of just muttering to himself and re-loading, Savarese did something about it. Savarese, through his RadarGolf Co., has invented what is touted to be a system for finding golf balls that will enable players to locate a potentially lost ball within seconds.

The system consists of a golf ball that contains RadarGolf's radio-frequency "tag" and a compact ball finder unit that attaches to a golf bag.

Finally something new in the copycat golf industry. At least on the surface.

RadarGolf, based in Los Altos, Calif., still has to find an equipment company that will manufacture the golf balls, which might not be easy. After all, golf ball companies depend on players losing balls.

Although he wouldn't get specific, RadarGolf Chief Executive Officer Steve Harari said his company "is in discussions" with several golf ball manufacturers in hopes of drumming up support for the technology.

"We're hoping one or more (companies) will license the technology from us to include in their golf balls," Harari said. "One of the options is that they might brand and re-sell the hand held device as well."

Harari said RadarGolf would like to have the technology on the shelves as early as next summer. But basically that will be a function of how quickly -- if at all -- the company can sign on with a major U.S. golf ball manufacturer. As for that pesky issue of players no longer losing as many golf balls, Harari said the issue is really about making the game more enjoyable.

"Our response (to ball manufacturers) has been that the technology is about adding features and functionalities to lines of golf balls that potentially the competition is not going to have," Harari said. "We think it's about bringing more people to the game of golf. If the pace of play can improve and if golfers' scores can improve because they don't have to take a two-stroke penalty (because of a lost ball), we think that gives an edge to those who like the technology."

Harari said the hand-held ball finder, which isn't much larger than a cell phone, beeps when pointed at the ball and is effective at a distance of 40 to 100 feet. The electronic tag, according to Harari, is included in the ball at the time of manufacture and can be included in any standard construction commercial golf ball.

Harari said the technology has been tested by the highly-respected Golf Lab company in Carlsbad, Calif., and Radar's Golf's prototype golf ball, made in Asia, has been deemed conforming by the U.S. Golf Association. A side note here: The USGA tested only for the performance of the golf ball, not the technology.

Nevertheless, Harari and RadarGolf believe theirs is a technology whose time has clearly arrived.

"I don't think the miniaturization of the electronics, say five years ago, was small enough, or was the cost low enough, to make this economical," Harari said.

Oh yes, the economics. How much might a dozen golf balls and the accompanying hand held unit cost?

"We haven't set a price yet, but my guess is it will be well within the reach of the average golfer," Harari said.

And given the fact that the average golfer continues to show an unabashed willingness to spend hundreds of dollars on equipment trying to buy a game, what are a few more bucks trying to save some golf balls?