FRED COUPLES

From Ashworth Collections 2002 Catalog

By Doug Smith

There is a quality about Fred Couples that is difficult to define:  a quiet confidence and charisma, contrasted by modest perplexity with the reverence his fans have for him.  Couples is truly surprised and amazed at this popularity.

Fred consistently ranks in the top 5 of popularity polls, with the likes of Nicklaus and Palmer, and he often beats out a modestly popular golfer named Woods.  He has topped prominent polls as the one pro who weekend golfers would like to play a round of golf with.  Other players try to play like Couples and dress like Couples, on and off the course.

Affectionately referred to by fans as “Freddie” or “Boom Boom” (for his famous explosive swing), he has also been called “Mr. Cool.”  His smooth powerful swing, charisma, and down to earth attitude are the keys to his endearment with his fans.

Although he has numerous endorsements including Cadillac, Southern Company, and Maxfli, the one company most of Freddie’s fans identify him with is Ashworth.  The Couples/Ashworth partnership is a two way street.  Jim Nantz says, “People look at Ashworth, and they think of one person:  Fred Couples.”

“I’m an Ashworth guy.  Always have been,” says Couples.  “They have the best clothing.” Fred Couples and Jim Nantz don’t wear Ashworth because they have to; they wear it because they want to, and they are always looking for opportunities to spread the word on one of the most popular brands in golf.  Nantz points out, “It’s not just a golfwear line.  It’s a lifestyle decision.”

Couples cites the Ashworth trademark Golfman logo as a crucial tenet of the brand’s mystique.  “It’s the greatest golf logo there is by far.”

Fred started golfing at the age of 10.  “I was a hacker, but I picked up the game pretty quickly.”  Introduced to the game by his father, who worked for the Seattle Parks and Recreation Department, he cut his teeth on public courses, playing with older golfers.  There is little doubt that this exposure helped instill a professionalism and respect for the etiquette inherent to golf.  Stories abound of the 14 year old Couples being a sure bet on the course.  Other golfers encouraged newcomers to play the teenage prodigy and place bets.  Freddie was always a sure bet to win, probably earning a little money on the side himself.

At the University of Houston, Fred was a member of the golf team, along with roommates Nantz and McCallister.  Nantz, remembering the first time he witnessed Fred’s swing in college, said, “I thought he was swinging in slow motion, and the ball flew off his club face like it had been shot out of a cannon!”

Before leaving Houston, Couples earned All American honors in 1978 and 1979.  He quickly went through Q school in 1980, turning pro later that same year.  In 1981, Couples joined the PGA Tour, his first victory occurring at the Kemper Open in 1983.

Fred soldiered on to take 14 PGA victories, topped off with a Masters win in '92, which he

came close to repeating in '95 and '98. He was also a member of the '89, '91, 93, and '95 Ryder Cup teams. In 2001 Fred ranked 131st on the official money list, and he played in 19 events with four, top 25 finishes.

Jim Nantz continues to figure in Couples’ career in both an official and unofficial capacity. At a tournament where Fred was in contention, Nantz decided to play a little joke. Nantz was covering the event for CBS, and got his crew as well as Fred's caddie Joey Lacava in on the scam. A “club mix-up” occurred, thanks to Nantz. Fred went to warm up, and pulled his driver out, except it wasn't his driver. When Fred's club couldn’t be found, Nantz’s presence was requested as the prime suspect. He coyly returned Fred’s driver, innocently taunting, “is this your club?”

Fred continues to play, but seems to be ready to slow down. He’s added course design to his resume, and has become a family man in a big way. Consensus is that his wife of two years, Thais, has helped to ground Fred. He relishes the role of father figure to Thais’ children Oliver and GiGi. He is quick to talk family in interviews, and he speaks proudly of the children’s schoolwork and interests.

Thais is a former model and accomplished equestrian who is the foundation of Fred’s

support system. In 2000, the couple began to model together for Ashworth. “I know Fred and I have something very special and I believe something like this comes around once in a

lifetime, finding that someone who allows you to be totally who you are,” says Thais.

Fred is often reluctant to discuss his popularity. Despite this, stories abound of him going out of his way to spend time with fans, meeting, greeting, talking, and signing.

It is this modesty, paired with the intense admiration of his fans that makes Fred Couples an extraordinary golf legend in his own time.