Executive Profile: BRADLEY HOLIDAY

Company: Callaway Golf, Inc.

Number of employees: 2,300.

Revenues in 2002: $792 million.

Located: 2180 Rutherford Road, Carlsbad.

Title: Executive vice president and chief financial officer.

Length of time in position: Three years.

Job behind the title: I'm

Prior experience: Various financial positions with Nike, Pepsi, General Mills, and Gateway.

Born: Sept. 24, 1953 in Spencer, Iowa.

Childhood: I grew up on a farm until fourth grade; then moved to a small town in Iowa. So I grew up with a Midwest culture, if you will.

Education: Bachelors in accounting from Iowa State University, 1976; MBA from the University of St. Thomas, St. Paul, Minn., 1979.

Family: Wife, Melissa; children, Teresa, 21; Dan, 14; Katie, 10; and Emilio, 5.

Residence: Poway.

Bradley Holiday has been the chief financial officer and executive vice president of Callaway Golf for the past three years, coming into the job after holding similar positions at Gateway, General Mills, Nike, and other major companies.

His favorite pastime is being with his children. However, between his job and his home life, he doesn't have much time left for golf - an irony he finds particularly amusing since he works for a golf company.

BUSINESS PHILOSOPHY Essential business philosophy: I have to go with what Ely Callaway said. He was a firm believer in ethics, because keeping things honest is always your best business asset.

Best way to keep a competitive edge: There are going to be near-term opportunities with consolidation in the business. So there will be opportunities to capture market share in existing industries. And as you see the aging baby boomers - as that group starts to retire - I believe there will be opportunities for some element of growth in the golf industry.

Guiding principles: The one thing I appreciated about Ely Callaway, when he was here, was that Ely stood for honesty. Ely was straightforward in how he communicated with people, and he was open and he was honest. From a "guiding principle" perspective, it's no different than what I teach my kids, that you're never going to go wrong if you're honest.

Yardstick of success: We are very fortunate in that we have a very strong balancesheet, with no debt, and good cash balances and good cash flows.

Goal yet to be achieved: To successfully raise my family.

How the industry has changed: The business of golf was thriving in the 1990s, but since 1998, the golf business has been no growth, or lowto-single-digit growth. About as many people that join the game each year leave the game each year. There's been consolidation occuring; companies have started to go out of business, and it's become very competitive.

JUDGMENT CALLS

Best business decision: That has got to be coming to Callaway Golf.

Greatest business mistake: I can't think of one, really.

Toughest business decision: Accepting a new job opportunity, and at the same time balancing the impact on my family.

Biggest missed opportunity: I don't really look at things as a "missed" opportunity. I make my decisions based on the information I have at the time, and then I move on. I don't look back.

Most unusual career challenge: Working for a golf company - and not having the time to play golf.

Mentor: I admired my grandfather. He taught me how to play golf; he taught me many things. And I had only one year with Ely, but that one year was a pretty high-impact year.

Word that describes you: Integrity.

TRUE CONFESSIONS

On my desk right now: I have many projects. We have an upcoming board meeting, an upcoming shareholders meeting, and an upcoming end of the quarter, so we're looking at forecasts. And licorice.

What you like best about your job: The people, the sport, and the challenge.

What you like least about your job: There aren't enough hours in the day to do all the things I need to do.

Most important lesson learned: Surround yourself with people that you can trust, and are good at what they do, and be honest in everything you do.

Person most interested in meeting: George Washington.

Most-respected competitor: I have two. The Acushnet Company they're the ones behind the Titleist, Cobra, and FootJoy brands. And Nike.

First choice for a new career: I'd be a teacher.

PREDILECTIONS

Favorite quote: "Good ethics means good business." - Ely Callaway.

Favorite cause: My church.

Favorite status symbol: I don't really have one.

Favorite restaurant: There's a little restaurant down in Carmel Mountain called Cafe Luna.

Favorite place to do business: I've never done this, but I think Hawaii would be a great place to go conduct business. Palm Springs? New York's not my favorite place to conduct business, but that's usually where I go.

Favorite vacation spot: Sun River, Ore.

Favorite place to relax in San Diego: My backyard.

Favorite way to spend time: Hanging with the kids. I love to play golf, but I don't play a lot of it. I play a lot of kids' sports right now.

Favorite book: Red Storm Rising, by Tom Clancy.

Favorite movie: Tombstone, with Val Kilmer. It's a classic, very intense. Val Kilmer was great as Doc Holiday.

If I could have any automobile: It would be a BMW Z4.

Things I'd change if I were in charge of the world for a day: I'd bring the world leaders together, to drive better communication and cooperation.

A little-known fact about me: I love to stay at home and be

with my family.