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Duluth's Amershadian juggles new business with BellSouth

DULUTH - Looking down the practice range at the TPC at Sugarloaf, just about everything has a logo.

The golfers in this week's BellSouth Classic wear them on their apparel. Their golf bags are covered with company and product names. The back of the range is lined with trucks of different golf equipment companies.

Like many of the golfers, Duluth's Jeff Amershadian sported a logo on his hat. So did his caddie.

But unlike most of the golfers, the local qualifier isn't hawking someone else's product with the the "CS1" written in bright blue. He's getting the word out about his own line of golf teaching aids, a project he's worked on for nearly four years.

"One thing I've found out is you're never done," Amershadian said of starting his own company, Consistent Swing LLC. "There's always something that happens and you have to adapt and change. I was at my warehouse at 5 a.m. (Tuesday) and now I'm here (at Sugarloaf) late at 10:30 (a.m.).

"While I'm out here trying to play, I'm also working. I told my wife I have time to sleep next week. Right now I don't. She knows I'm sleeping about three hours a night trying to get ready for both (the BellSouth and the business)."

An Atlanta area golf professional for several years, Amershadian worked most recently as an instructor at Berkeley Hills Country Club. He stepped down last month to put all his effort into Consistent Swing, a venture that's the labor of years of toying with boards, tubes, clubs and other golf teaching aids.

With the help of investor Robert Bird, the 34-year-old is going full speed at the project. The CS1, the first in an opening line of four teaching aids, will be featured in a 30-minute, Golf Channel infomercial on April 25 and a Web site,

consistentswing.com, is set to launch soon.

Some of his friends and Atlanta-based PGA Tour players like Stewart Cink, Jason Bohn (Amershadian's former college teammate and roommate at Alabama) and Billy Andrade have endorsed Amershadian's aids.

"I'm really excited about it," Amershadian said. "I just feel really good about it. (The aids) help me and if they can help me, I know they can help the 15- to 20-handicapper."

In the middle of his whirlwind business venture, Amershadian gets to play in this week's PGA Tour event. That he's even in the event is a surprise considering his lack of play in recent months.

He earned the spot back on March 6 in a qualifier at Ansley Golf Club at Settindown Creek. He admittedly didn't expect much out of the appearance, but found his way into a four-man playoff for one tournament spot. That spot went to him.

"It's a lot of fun to be out here," Amershadian said. "I wish I could say I'm ready to play, but I'm not seeing as it's my eighth round of the year. You try to run a business and it's kind of bad timing. It was very unexpected. That's probably why I got in, there was no pressure on me.

"For me, it's a great feeling. When I play (Georgia PGA) Section events, I'm probably expected to do well. But this is a tournament where I'm probably expected to finish last, so I can only go up from here. I told my caddie it's like in college when you're trying to cram for a test at the last minute. And you know how that usually goes in golf."

That Amershadian is playing at all is somewhat of a miracle.

He played college golf with a constant eye on a career as a PGA Tour player. Fresh out of Alabama - 10 years ago - he played in two PGA tourneys, the Kemper Open and the Westchester Open, missing the cut in both.

Then a nasty car crash caused him major back problems, resulting in three back surgeries. He still suffers chronic back pain and limits his golf schedule to relieve the extra stress on his body.

But he doesn't mind golfing this week.

The golf is a good form of relaxation from the hectic world of starting a business.

"I know I'm out of my league (at the BellSouth)," Amershadian said. "But at the same time I know I can still play some. I'm hoping to play well and it will be a big bonus if I make the cut. I'll have my family and friends out here and it's neat to be surrounded by them.

"I don't really have expectations of how I'll play. I'm weird. I could go out and shoot 80, but I could probably still shoot 68. I'm usually a hit or miss guy that day. Will I be disappointed if I play bad? Yeah. Do I expect to play great? No. I'm hoping it's somewhere in between."