Cobra Tour Director Chris Tuten

By: Terra Cole

When Cobra Tour Director Chris Tuten joined Cobra Golf in 2005, his mission was to direct the brand’s resurgence on the PGA Tour. And he believed the best way to achieve this was to develop clubs based on Tour player feedback.

“We have the best products of any company on the PGA Tour,” Tuten said. “That’s because we work hand-in-hand with our players. We offer a very high level of personal service.”

Tuten’s personal approach includes extensive behind-the-scenes work with Cobra’s Research and Development department. The collaboration between Tour and R&D has produced some of the Tour’s best equipment, including the Speed Pro drivers and new Pro MB and Pro CB irons that will launch early 2008.

“I have been extremely happy with Chris’ service since day one,” said Cobra PGA Tour Pro Ian Poulter. “It’s nice to get the one-to-one time [at the start of the PGA Tour season] to sort out my Cobra equipment. That kind of service makes a big difference in my game.”

The hard work of Tuten and Cobra engineers paid off – and quickly. In 2006, two months after Cobra announced their Tour sponsorships, rookie J.B. Holmes won the FBR Open in the 2006 season by seven strokes and lead driving distance with his Cobra driver, averaging 320.4 yards.

“It was unbelievable the lines he was taking with his driver,” said Tuten, who walked with Holmes during practice rounds that week. “Watching him and his playing partner, it was like they were playing two different golf courses … [JB] was carrying it over water, and the line he was taking on No. 18, he carried it over the bunker 325 yards away.”

The long-hitting Holmes was soon joined by the talented Geoff Ogilvy in the winners’ circle, winning the WGC-Accenture Match Play Championship in February 2006. Soon after, Ogilvy achieved a major accomplishment – by winning the 2006 US Open at Winged Foot.

Though Tuten was there with Ogilvy testing clubs and putting on the finishing touches before the US Open, he wasn’t present for the glory of victory. Tuten watched Ogilvy’s first Major win from Troncones Beach in Mexico, where he was on a surfing vacation.

“I’m the guy setting up the circus tent … not the guy when the elephants get there,” Tuten said, as he walked a practice round with J.B. Holmes at the Fry’s Electronic Open in Scottsdale, AZ this past October.

Tuten is a regular at tournaments on Monday and Tuesday, working long hours to make sure the Cobra Team has the specific product they need. When the tournament begins on Thursday he’s heading back home preparing for next week’s tournament.

“Out here I’m competing to be the best Tour rep I can be,” Tuten said. “All the guys know if I tell them something, we do it. They can call me at four in the morning. I’ll have the answer or solve the problem. When you have six guys like we do – that’s your priority.”

Tuten’s philosophy and Cobra Tour product had such a positive impact on Jason Gore that, after leaving his previous equipment contract, he made the move to Cobra on the spot at the Shell Houston Open in March 2007.

“I had the opportunity to play any product I wanted earlier this year and after hitting the Cobra driver and irons I knew this was the equipment brand for me,” said Gore, who signed with Cobra in October 2007.

Since the switch, Gore has earned more than $1M in tour money, and now ranks No. 7 in total driving and No. 8 in driving distance on the PGA Tour.

Of course gaining the respect of Gore and the best golfers in the world isn’t an easy task. Tuten has experienced the game of golf in many facets – from amateur to professional, from player to coach.

As an amateur, Tuten played golf at Episcopal High School with David Duval, where they won a district championship. He played on two national championship teams (Central Alabama Community College 89-90, University of Northern Florida 92) plus earned All-American honors at Northern Florida. He also played for the University of Florida under Buddy Alexander, a relationship that later helped Tuten.

Chris carries on a rich family history in golf. Tuten’s grandmother was one of the first golf club general managers in the 1950s and his father, Henry, played golf at Georgia Tech. Chris even won the 1991 Jacksonville city championship – exactly 20 years after his father.

Tuten’s impressive amateur accolades sparked a professional career, where he played two stressful years on the Hooters Tour and another year on a variety of mini tours. Tuten’s biggest win during these “very lean” years of his life was a PowerBilt Tour event in South Carolina, earning him a check for $3,500.

“I was burned out and was also tired of asking people for money,” said Tuten. “I was ready to earn my own living.”

The former collegiate champion ended his professional playing career to finish college and start a more lucrative career as a pharmaceutical rep. But Tuten couldn’t stay away from golf for long. Within two years Chris returned to the University of Florida as Alexander’s assistant coach.

“Playing the game for a living gives me insight into the pressures that our staff experience,” said Tuten. “I would say the coaching experience gives me an even better understanding than playing, but the combination is priceless.”

After a disappointing 1999-2000 season at University of Florida, Alexander and Tuten “talked really hard about what we wanted to do and had a game plan,” said Tuten. “It just so happened that we got this little Columbian kid who made us all look like geniuses.”

The 2001 team won the NCAAs, and that Columbian kid was Camilo Villegas, who became a 4-time All-American at the University of Florida. Villegas was reunited with Tuten in 2006 as a member of Cobra’s new Tour team.

“The timing was very good,” Villegas said. “He was a big influence in me going to Cobra … he was one more plus.”

Villegas adds, “Chris is great, unbelievable. Just like at Florida, he’s always willing to help. He’s the guy that everybody likes … from the players to the reps, officials and caddies. He’s just a likeable guy. He’s done a great job.”

From amateur star to NCAA-champion coach and now on to director for a Cobra’s PGA staff, Tuten has seen his share of successes.

“I’ve been in the right place at the right time … but I’ve had to work hard as well,” he said. “You’re not going to walk down the fairway and a big bail of money is going to hit you in the head. You have to work to get there.”

And he plans on many more successes to come.

“I’m very exited about 2008,” Tuten said. “We have all our staff from 2007 back and have added Jason Gore to the team. Our new iron line has drawn great reviews and everybody is hungry for a win. I see big things happening for Cobra Golf in 2008.”

4 comments December 19th, 2007