Less than 48 hours after his win at the 2018 Northern Trust, LA Golf Shafts has announced that Bryson DeChambeau has become a partner with the shaft company.

“But,” you say, “DeChambeau wasn’t even using an LA Golf Shaft product during his win! He was using a TPT driver shaft, HZRDUS fairway wood shafts, and True Temper shafts in his irons and wedges.”

Yes, you’re right that he was using those shafts at The Northern Trust. But actually, DeChambeau was using an LA Golf Shaft… in his putter. And it was specially designed for him.

When LA Golf Shafts, founded by Reed Dickens, announced that it was purchasing Matrix Shafts and all of its assets, the company said that it wouldn’t just pay players to play product, but that it would partner with golfers and fully customize their equipment from scratch (Dickens started the popular Marucci baseball bats with a very similar approach). It seems that DeChambeau and his putter shaft is the first of these ventures. For further clarification, here’s how LA Golf Shafts explains it in its press release on the partnership that was issued on Tuesday: “Through strategic partnerships with touring professionals like DeChambeau, the players have an equity stake in the company and have direct involvement in their product development rather than the added frustration of picking product through trial and error. The company’s mission is to bring the same signature series products to golfers at every level.”

It’s interesting, and probably fitting, that LA Golf Shafts chose DeChambeau as the first face of this endeavor. Here’s what Dickens has to say about the partnership:

“Bryson’s analytical approach to the game, emphasis on data driven improvements in his equipment, and his ability to communicate meaningful input into designs make him an ideal partner for LA Golf Shafts,” said Dickens. “I can’t think of a more appropriate strategic partner for our mission to bring the technically advanced shafts used by the pros directly to golfers.”

According to the press release about the partnership, DeChambeau worked with John Oldenburg, who’s the current lead product developer at LA Golf Shafts and former lead shaft designer at Aldila. Together, the duo created DeChambeau’s new “performance driven and technologically advanced” LA Golf putter shaft.

In addition to just a putter shaft, the press release says that DeChambeau and Oldenburg “have plans to develop custom shafts for additional clubs… in the months to come.”

Bryson DeChambeau weighed in on the partnership himself:

“I love the science behind the game, so the concept of actively participating in the development of my own shafts is very appealing,” said DeChambeau. “I’m excited to partner with a design innovator such as John Oldenburg, to not only improve my game, but bring those same solutions to recreational golfers everywhere.”

Here’s what Oldenburg had to say about the new job at LA Golf Shafts:

“It’s extremely liberating to take the shackles off and be in a situation with significantly more design freedom than I have ever had in terms of profiles and cost constraints,” said Oldenburg. “The opportunity to develop signature lines directly with the players and provide every golfer the access to those shafts and creating advanced designs in the main line is incredibly motivating for me.”

LA Golf Shafts, according to the press release, “will be launching new product lines this year,” in addition to its current OZIK line.

Related: Read more about LA Golf Shafts hiring former Aldila shaft designer John Oldenburg