A change at the top of Bridgestone Golf, plus a New Product Launch should get them back on track.
By ED TRAVIS
After a three-year absence, Dan Murphy is back as president and CEO at Bridgestone. He will try to not only bring the golf division back from its slide in golf ball sales, but also effectively market the new TOUR B JGR line of clubs.
Before leaving in 2015 Murphy helped create the plan promoting ball-fitting for recreational golfers that produced a 250% increase in sales. The ball-fitting concept helped Bridgestone earn a 20% market share in golf ball sales and a comfortable number two spot behind Titleist. 
Bridgestone’s ball sales have dropped steadily. They now sit at No. 4, while Callaway Golf has captured second with a strong 16.5% market share, thanks to the popularity of their Chrome Soft. Bridgestone’s only bright spot over the past couple of years, was the signing of Tiger Woods in December 2016 to a ball deal. His comeback could help spark a resurgence in ball sales.
Though Bridgestone is primarily a ball company their club offerings have also lacked competitive performance, since the J15 irons were introduced almost four years ago, they were never a serious contender in the club market. Murphy and Bridgestone are betting on the success of their new TOUR B JGR family, of woods and irons.
“Our JGR lines have built up a loyal following since the original launch in 2015. The new TOUR B JGR builds on that success by providing golfers with the combination of style and forgiveness.” says Zack Kupperbusch, Golf Club Marketing. “While our brand is commonly associated with the best golf balls in the world, JGR is an excellent example of how we’re bringing innovation to all corners of the industry.”
Early results on the PGA Tour have been positive. Bridgestone tour player, Brandt Snedeker won the Wyndham Championship last August and Matt Kuchar triumphed at the Mayakoba Golf Classic in November, using the new TOUR B JGR driver.
The TOUR B JGR family has some interesting design features. Here is a brief rundown of what you need to know.
The Bridgestone TOUR B JGR Driver is designed for mid to high handicappers. The Power Mill Face adds stability at impact and decreases spin for more distance. The Boost Wave Crown design, with internal and external channels, allows flexing at impact and when coupled with the Power Rib Sole in the driver, ball velocity also increases. A draw bias with eight grams of external weight and 25 grams of internal weight promotes a right to left ball flight. The driver is priced at $400.00 with a UST Mamiya Recoil 460 ES shaft at BridgestoneGolf.com
Bridgestone TOUR B JGR Fairway Woods also feature the Boost Wave crown, Power Mill and variable thickness face, plus come in two lofts, 15° 3-wood, plus 18° 5-wood.
The variable thickness face maintains more distance for off-center hits. The Crown has a Power Slit towards face and Wave Power Slit towards rear to allow additional flex at impact for a better launch.
The fairway woods retail for $230.00 with UST Mamiya Recoil 460 ES FWY at BridgestoneGolf.com
The hybrids stay true to the overall product design with the Boost Wave crown, Power Mill and variable thickness face. They are available in three lofts available, 19°, 22° and 25°. They list at $220.00 with KBS Graphite Hybrid shafts. 
The irons are available in two models the Tour B JGR HF1 irons for higher handicap players with COG forged heads. The Tour B JGR HF2 are designed for lower handicappers featuring a cavity back design with variable face thickness. The TOUR B JGR HF1 irons suggested retail is $850.00 and the HF2’s are slightly higher at $900.00.
With Dan Murphy back at the helm and a new product push for the 2019 season, Bridgestone should see immediate gains in the golf market.
