When you walk into the KBS Golf Experience in Carlsbad, California, it does not feel like a typical golf retail store. It feels like a high-end clubhouse combined with a tour-level fitting laboratory.
“This area here is where customers can unwind with a drink,” says Frank Ruiz, guiding us through the space. “We have two beers on tap, and it’s a great setup for hosting events. Best of all, it’s complimentary when you come in for a fitting.”
Frank is an official Golf Buddy of the Carlsbad Indoor Golf and Carlsbad Gaming PC teams—a connection made when he first brought his driving simulator steering wheel into Carlsbad Gaming PC for a tune-up.
KBS is a rare concept, operating at a level seen in only a handful of locations worldwide. For a retail store like this to thrive, it requires a market with deep enthusiasm for golf and a clientele that appreciates premium, high-performance equipment.
The Fitting Experience & Pricing
A full-bag fitting at KBS typically costs $300. For golfers looking strictly to tune their irons, a fitting runs $195 for 2 1/2 hours.
Beyond the fitting itself, customers purchase the custom shafts and grips selected during the process:
- Shaft Price Range: $35 to $210 each.
- The Workhorse: The KBS TOUR ($36) remains the most popular option. Featuring a mid-launch, mid-spin profile, its versatility makes it an ideal match for a wide variety of swing styles.
“For players looking for specific launch characteristics, we offer a broad range of shafts tailored to swing speed and player preference,” Frank explains. “Whether someone needs a higher or lower launch, or more or less spin, we can dial in the exact performance profile they need and optimize their current or new setup.”
A Destination for Tour Pros and Enthusiasts
In addition to serving everyday golfers, the Carlsbad location doubles as a tour support facility.
“When the PGA Tour is in town for the Torrey Pines event, some players come in to fine-tune their setups,” says Frank. “We regularly host LPGA players and top-tier junior golfers as well.”
Q: Who are some of the notable figures who have visited the shop?
Frank: We’ve hosted both LPGA players and PGA Tour players. Beyond tour pros, Hall of Fame running back Marshall Faulk and actor Scott Eastwood have stopped by, along with a number of golf influencers. Scott Eastwood was probably our biggest surprise visitor.
Q: How often do customers return to the shop?
Frank: It really depends on the individual. Some return when they want a complete set of new clubs, while others just want to upgrade specific components of their current setup.
Q: Beyond initial fittings, do players return for repairs when a club breaks?
Frank: Absolutely. We have a few regulars who experience occasional mishaps on the course and visit us almost monthly.
Q: Are those broken clubs usually the result of a bad swing or course frustration?
Frank: A little bit of all the above.
Q: For skilled golfers, how often should equipment be serviced or updated based on normal wear and tear?
Frank: It depends on play frequency. Many of our regulars like to upgrade every couple of years. Others come in annually whenever major manufacturers like TaylorMade or Titleist release new lines.
The Heritage Behind KBS
Q: What are the origins of the KBS brand?
Frank: It started in 2008 when Kim Braly joined forces with our owner. Kim and his father originally invented the iconic Rifle shaft in the early 1990s. Following that success, Kim collaborated with our founder to launch KBS, which stands for Kim Braly Signature. Kim designs every shaft in our lineup.
Q: KBS shafts are everywhere on TV. How do you achieve such a strong presence on tour?
Frank: During any given PGA Tour event, roughly 30% of the field is playing our shafts. We don’t pay endorsement or sponsorship fees to those players; they choose our shafts purely based on performance. On the LPGA Tour, that number rises to approximately 70% of the field every week.
Global Reach & Future Expansion
Q: How many KBS Golf Experience locations are there worldwide?
Frank: Currently, we have three locations. Carlsbad was our flagship concept store. Since then, we’ve expanded to Tokyo and opened our newest flagship in Taipei.
Q: Golf has a massive following in Asia. How does that influence your strategy?
Frank: Japan is a huge market for us, and golf is growing rapidly in Taiwan. That region represents a big part of our international footprint as we plan future locations in other Asian markets.
In the Build Shop: Mail-In & Custom Crafting
Behind every great fitting is a master builder. The Carlsbad facility handles custom assembly on-site, as well as mail-in service for golfers across the country.
Q: What does your day-to-day role in the build shop look like?
Builder: I manage all in-house assembly. Whenever Andrew, our master fitter, completes a fitting session, I build the exact specs for the customer. We also handle ‘retro builds,’ where golfers ship their clubs to us from anywhere in the U.S. to be re-shafted or adjusted.
Q: How many mail-in sets do you process per month?
Builder: We typically handle between 8 to 10 full sets a month, and occasionally up to 15 during peak season.
Q: Do you accept international mail-ins as well?
Builder: While most of our mail-in business originates within the U.S., we are fully equipped to receive and service clubs internationally as well.
The Dream Job
Q: Be honest, does this feel like work, or is it a dream job?
Frank: As an avid golfer, it truly is a dream job. Working alongside a passionate team every day where we can share our love for the sport makes coming to work genuinely fun. I wouldn’t trade it for anything.
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