Oliver Brewer
Analyst · Raymond James
Thanks, Brad. Good afternoon, everybody. Glad to be with you today and have the opportunity to discuss our year-to-date results, as well as the many changes happening here at Callaway Golf.
Looking at the results, our Q2 and year-to-date results were improved relative to last year and fell within the guidance we provided you last quarter. Furthermore, we are pleased with several recent product launches and a few of our trends, especially the Odyssey Metal-X Putter launch, which delivered an impressive 10.2% dollar market share in June, and the fact that our U.S. wood and iron market shares trended up during the quarter.
We also continue to perform well on tour, led by the European tour team, who has delivered an impressive 7 Callaway Golf Staff wins this year, including a fantastic win at the British Open Championship just last weekend, where Callaway Golf Staff Professional, Ernie Els, prevailed for his fourth major.
However, it's also clear that the pace of improvement has not been sufficient. Thus, earlier this month, we had to revise downward our full year guidance, and over the last several months, we've made substantive strategic and tactical changes throughout our business, including the recently announced cost-reduction effort and many key organizational changes.
Let me now add some more color and clarity to these changes and the future direction of Callaway Golf. Since I've joined Callaway in March of this year, the team and I have been focused on how best to orchestrate the turnaround of this great company. I've been through this before at Adams Golf, and I wish I could tell you that a turnaround at this stage is quick and easy. Unfortunate, this has not been my experience, and I do not believe that will be the case here. Our turnaround will be based on assembling the right team and having the team refocus our business on basic fundamentals. To this end, and fortunately, I believe we have made some significant progress in a short period of time and that there's valid reason for optimism.
Let me walk you through some specifics of what we're doing and what's different from possible previous approaches. One big difference is the extent and commitment to focusing our business and our resources. This is a significant strategic shift for the company. We intend to be really good at a few things and to focus our resources on golf clubs and golf balls and the Callaway and Odyssey brands.
Accordingly, as previously announced, we sold the Top-Flite and Ben Hogan brands earlier this year and licensed our U.S. apparel business. During Q2, we also signed and licensed for our U.S. footwear business and significantly reduced our ongoing operating cost in the new electronics business.
With these changes, our entire organization, from senior management through the frontline personnel, are now able to more fully focus and commit to our core businesses, golf clubs and golf balls and brands Callaway and Odyssey. I'm convinced that the clarity, direction, focus and commitment will pay dividends.
Turning to product. We all know that the product is king in this industry. We also know that Callaway has a tradition of making great performing product. However, it is my opinion that as of late, we've not consistently been on trend or differentiated enough to create adequate excitement in the marketplace. At the same time, I've been very impressed with the product development team here and the resources at Callaway. The quality and capabilities of this team is certainly one of our blessings, and I intend to use it accordingly.
Here's what's changed and what is changing. One layer of management has been removed. And under the leadership of Dr. Alan Hocknell, the product development team now reports directly to me. Thanks to the combined efforts of many people here in what amounts to record time, we have almost completely redesigned the 2013 club lines to be built more aggressive in look and performance.
The team is both more energized and has a renewed direction. They are once again approaching their jobs in a manner that is consistent with the roots of the company and the reason why most of them joined Callaway in the first place, with the commitment to delighting consumers by delivering superior product that stands out in the marketplace, by delivering product that will get -- they, themselves, will get excited about and be proud of.
Great product requires effective marketing to reach its potential. We have had substantive room for improvement in this area, too, and thus, we are making significant changes in our marketing strategy and approach. While we spend additional dollars against demand creation this year, it's clear to me and, I dare say, evident in our financials that it was not as effective as we would like it to be.
To drive change and improve performance in this area, during Q2, we hired Harry Arnett, a thoroughly vetted and proven industry talent to lead our global marketing efforts. Harry is working quickly with his team to develop an improved marketing message that will both drive sell-through of our product and further enhance our brand.
For competitive reasons, I cannot reveal specifics of our new marketing strategy at this time. But I can tell you, it will be -- we will be doing things differently than the recent past. We are committed to, first of all, continuing to cut through, but also give the consumer a clear reason why they should buy our products. And secondly, both build on the strengths of our brand and, at the same time, strive to make the brand even more authentic, young and contemporary. As industry insiders would expect, part of our strategy will include changes in investments on the tour side of the business.
Looking at the supply side of the business and the supply chain. This has been an area where there's been a lot of activity and discussion at Callaway over the last several years. And it's certainly true that there were some very good decisions, and progress has been made. Still, our cost and our customer service results year-to-date indicate that there's more to be done.
As mentioned in the last call, one of my first actions as CEO is to hire Mark Leposky to lead this area. Mark has industry-specific expertise and a proven track record in the functional area. Just as importantly, his energy level and commitment cannot be matched. Mark and his team have already made multiple changes aimed at improving both profitability and customer service. The team is responding well, and we are already experiencing improved performance with a clear runway for further optimization.
Lastly, but perhaps the most important of all, are our people and our culture. Having a motivated team that approaches the business in the right way with the right attitude will be the most important determinant of our future success. I'm glad to report that I've been very impressed with the Callaway Golf team. They are passionate. They are hardworking, and they're committed to winning.
Unfortunately, during the last month, we had to make some difficult decisions and let a significant number of long-term valued employees go. This was not easy or pleasant. However, now that it's over, I can tell you that there's a new level of energy within our company. People recognized that we had to change and most are glad we took decisive action.
We're already starting to see a change in how we do our jobs every day, and we're in process of reenergizing our culture and rebuilding morale. This change and development is particularly energizing to me, and I know it will be the key to our continued progress and our long-term success.
As I sit here today, I'm even more excited about the potential of the company than the day I started almost 5 months ago. However, I also must bring up, this is seasonal business and our turnaround is such it will take time to both drive the required changes and to show the desired results. As we make progress on these fronts, and we are making progress on these fronts, I am confident that shareholders will benefit in the long run.
Thank you for your time today and I look forward to keeping you updated on our progress. Brad, over to you.