Shertz’s leadership experience expands from officer roles in privately held start-ups to billion dollar publicly held companies. He has 25+ years of experience in successfully building market presence and generating record profitability and sales in highly competitive markets. Shertz has launched new products, cultivated new markets, and developed high caliber sales and marketing teams. He has a quantifiable track record of sales growth, revenue enhancement and expense reduction.
Currently Shertz is a Business Consultant specializing in revenue generation and marketing strategies for start-ups, small business, and sports-related companies in Southern California.
Prior to consulting, Shertz was COO and CMO of EnDev Enterprises. The group owned and operated nightclubs and restaurants in San Diego, including: Stingaree, Side Bar, Bar West, Universal, Dish and The Witherby. The EnDev team was credited with helping to revitalize San Diego’s Gaslamp Quarter, making it a destination for upscale nightlife and entertainment.
Before joining EnDev, Shertz spent over 20 years in the golf industry. From 2002-2006 he served as President and COO of MacGregor Golf, the oldest (115 years) and one of the most successful (59 Majors) golf companies in the world. At MacGregor Shertz was responsible for bottom-line P&L and operations in North America, Australia, Canada and Latin America. During his four-year tenure, Shertz was a primary driver in helping MacGregor reach record sales, achieving a 66% compound annual growth rate (CAGR) in 2004 and 2005. Shertz was instrumental in reducing costs by 25%, and transitioning the manufacturing plant from cellular to lean. He also developed a national advertising campaign and a tour program that included Greg Norman, Aaron Baddeley, Jose Maria Orlazabal and Steve Elkington. One of the highlights of Shertz’s tenure at Macgregor was their attempted buyout of Callaway Golf. An all cash bid for $1.2 billion in conjunction with Boston-based Bain and Company that was ultimately declined by Callaway’s board.
Prior to MacGregor, Shertz spent 13 years in senior sales and executive positions at Callaway Golf. He was hired by Ely Callaway in 1988 when the company was a small, privately held start-up. He quickly became Callaway's top revenue producer and held that title for five consecutive years. His ability to consistently deliver unprecedented results led him through a rapid rise in the company's ranks, eventually resulting in an appointment as Callaway's Vice President of Sales. As a leader of the company's sales force, he oversaw revenue growth from $5 million to $840 million, annually. Shertz participated in product development initiatives that led to the introduction of such notable products as Great Big Berthas Woods, Big Bertha Irons and Odyssey White Hot Putters. He also led the Callaway accessories product line business to triple its revenues from $18 million to $40 million, annually.