Twenty-six year USGA Technical Director’s book shares his views on equipment, marketing and returning the game to its core values

Frank Thomas, the world’s leading expert on golf equipment, will publish a book entitled, “Just Hit It,” a ground-breaking book that shares Thomas’ expert opinions on equipment, the effect of marketing on the game and returning golf to its core values.

The book, released at the end of February, is a collection of Frank’s trademark candid sharing of his extensive knowledge gained through 26 years as USGA Technical Director, in addition to his time as design engineer at Shakespeare Sporting Goods, where he invented the graphite shaft.

“Reading this book is like engaging [Frank] in a discussion, with the words, ideas and passion flowing freely,” said 18-time major championship-winner Jack Nicklaus. “There are few people I know more knowledgeable about the technical aspects of the game of golf, and very few more passionate about the need for integrity and vision in all aspects of the game.”

Practical, philosophical, and historical all at once, “Just Hit It” is a unique contribution to the literature of golf. In “Just Hit It,” Thomas separates the blather of advertising claims from the nuggets of truth in clear, concise language.

He explains how golf equipment works, describing which features matter and which ones don’t, providing the most thoughtful overview of the subject ever written. He debunks common misperceptions and demonstrates that what’s newest and latest may not be any better than what you already own.

“I have known Frank from the time he was involved with inventing the graphite shaft,” said world-renowned teacher David Leadbetter. “Frank has always had great foresight in looking at the development of the game, and a keen understanding of what’s important and what isn’t. His integrity is unquestioned, and when he gives his views on how to grow or save the future of golf, we’d all be wise to listen. “Just Hit It!” is both a useful equipment guide and a wake-up call for the game we love.”

In addition to equipment, “Just Hit It” also examines the marketing culture that threatens to separate the game from its core values. Thomas understands the golfer’s desire to find the magic club that will change his game and wipe away his flaws, but he also recognizes the way this belief in magic can be exploited by others for profit.

Further, he explores how this selling climate eats away at the fundamental reasons we play the game, whether we realize it or not: the desire to test ourselves against an objective standard while overcoming the obstacles set in our path. He describes how the rules of the game can best serve our purpose, and proposes steps that can be taken by golfers, course designers, developers, and governing bodies to reconnect the game with what it ought to be.

And few people in the game of golf today are better qualified than Thomas to speak on these subjects. Not only did he invent the graphite shaft more than 40 years ago – a piece of technology found in the bag of nearly every golfer today – as Technical Director of the United States Golf Association, he issued thousands upon thousands of rulings on equipment, literally writing the rules that govern the implements of the game.

“When I first met Frank, I was amazed by how much knowledge he had of equipment, golf and the history of golf,” Nick Price said. “Whenever I have a question about equipment, I pick up the phone and ask Frank. He’s been invaluable to me.”