TTC PARTNER

Introducing Paradise Golf

Paradise Golf makes putters one at a time from a single block of steel. Its founder spent a decade on tour first. We partner with them. This page covers why, what they sell, and where the numbers come from.

A Note From the Founder, Eric West

FOUNDER, PARADISE GOLF CO.

Golf has been part of my life for as long as I can remember. Growing up in Bermuda, I developed a fascination with the game that would eventually take me around the world, shape my professional ambitions, and introduce me to some of the most remarkable people and places I've known.

That fascination became a competitive pursuit at the University of California, Berkeley, where I was fortunate to be a member of the 2004 NCAA National Championship team. I subsequently spent much of the next decade playing professionally, competing internationally and experiencing the game at its highest levels. Throughout those years, I developed an appreciation for the relationship between a golfer and their equipment. I was fascinated by why certain clubs inspired confidence, why others didn't, and how seemingly insignificant differences in design, balance, materials, and feel could fundamentally change performance. What I didn't appreciate at the time was how much my career beyond competitive golf would eventually influence the way I thought about golf equipment.

After my playing career, I pursued advanced studies in psychology and organizational development, ultimately earning a doctorate from Columbia University. I built a consulting career advising organizations on leadership, human performance, and the systems that enable people and businesses to operate at their best. Much of my work involved consulting leaders of manufacturing organizations. Working closely with these businesses gave me an appreciation for the relationship between thoughtful product design, advanced manufacturing processes, material quality, and consistent performance. One of the most important lessons I took from that experience was that exceptional products rarely emerge from a single innovation. They are the result of countless deliberate decisions, each contributing to the quality, reliability, and performance of the finished product. It was during this period that I began thinking more critically about the golf equipment industry.

Having spent much of my life competing at an elite level, I understood what golfers needed from their equipment. But through my work in manufacturing, I had developed a different perspective on what should be possible. I saw an industry in which genuine innovation, particularly in putter design, seemed increasingly limited. I was also concerned by what I perceived as a deterioration in the quality of materials and components, including the putter heads themselves. Manufacturing decisions appeared too often to be driven by considerations other than producing the best possible product. What struck me most was that I couldn't identify a golf equipment brand built entirely around the principles I had come to value in manufacturing: exceptional materials, uncompromising component quality, precise engineering, and a commitment to improving performance through meaningful innovation. There were premium-priced golf products, certainly. But to me, premium should describe the underlying quality of the product, not simply its positioning in the marketplace. I began asking myself a straightforward question: What would a golf equipment company look like if it were built from the beginning around the assumption that quality, precision, and performance should never be compromised? I believed I could design and manufacture a better putter. More importantly, I believed there was an opportunity to establish an entirely different standard for golf equipment.

That was the beginning of Paradise Golf Co.

I made the decision to machine our putter heads from single, solid blocks of steel. Although more demanding and expensive than conventional casting or multi-component manufacturing, this approach gives us exceptional control over the geometry, weight distribution, face characteristics, and consistency of the finished product. The decision wasn't motivated simply by an appreciation for craftsmanship. It was about controlling the manufacturing process to ensure that each putter could be produced accurately and consistently, without unnecessary compromises. But precision manufacturing was only part of the opportunity. I also wanted to challenge assumptions about how a putter should function. A golf ball doesn't immediately begin rolling when struck. It typically experiences a brief period of launch and skid before transitioning into forward roll. This initial interaction between the clubface, ball, and putting surface can influence how efficiently the ball travels toward its intended target. We believed there was an opportunity to improve that interaction through more thoughtful face engineering.

The result was our Variable Loft Technology™, a precision-milled face geometry incorporating a continuously changing loft profile designed to manage the ball's initial launch characteristics and promote an earlier transition into forward roll. Our objective was simple: to help the ball roll more efficiently, maintaining its intended speed and direction toward the target. In Paradise's own comparative testing, our Variable Loft Technology demonstrated an earlier transition into forward roll, with the ball beginning to roll approximately six to nine inches sooner than a conventional putter over a 25-foot putt under the tested conditions. For me, this is what meaningful innovation should look like. Not a feature introduced simply to differentiate a product, but an engineering decision made to solve a specific performance problem.

It is also an expression of something I learned through my consulting career: seemingly small improvements in materials, processes, and design can collectively make a significant difference to the finished product. Our ambition is to create clubs that are thoughtfully engineered, precisely manufactured, and beautiful in their simplicity. Equipment made from exceptional components, designed with genuine purpose, and built to inspire confidence. Paradise represents the coming together of my experiences in competitive golf, psychology, business, and manufacturing. But more than that, it reflects a conviction that golfers deserve equipment built to the highest possible standards.

We didn't set out to make another putter. We set out to rethink what a premium golf equipment company could be.

Eric West Founder, Paradise Golf Co.