2017: Year "Ultra-Premium" Became Part Of The Golf Industry

In David Dusek's year-end equipment industry wrap for Golfweek, he considers the role PXG and other influences have had in convincing golfers to buy more expensive equipment.

Dusek writes:

“PXG has livened the ultra-premium market again, and all the other guys are (upset) because that used to be their golfers,” said Tom Olsavsky, Cobra’s vice president of research and development. “So now they are saying, ‘We can do that as good as (PXG) can,’ and we’re seeing them offer expensive irons and expensive drivers. Fifteen years ago that was the after-market business, and they made tons of money because it was a better product and people were willing to pay for it.”

In 2017, Callaway released the Epic and Epic Pro irons priced at $2,000 for an eight-club set, as well as the Epic Star driver, which retails for $700 and was previously available only in Japan. Xxio brought the $850 Prime driver to the U.S. market and said there was plenty of demand for it, while Titleist re-released the C16 iron set for $2,700 and debuted the J.P. Harrington line of custom-fit wedges for $500 each.

It will be interesting to see if 2018 brings more of these clubs into the bags of professionals and what impact that has on in the industry. So far PXG is the only brand to have players using these ultra-premium clubs, but could we see the others start having players adopt the pricey stuff?

Comments

[sidvicius]

what a shame.
from what I understand there are only so much you can do with a club, styles become redundant and conformity is set by the powers that be.
I guess the used market and the clone market should take advantage of this , since these clubs are being are priced out of range to the general players.

[LA John]

This affects the everyday golfer about as much as a "too long" golf ball.

[digsouth]

While not a premium price by any means, I am hoping to get a new set of Hogan irons next year. Forges, and with the beauty of the classic Mizunos of a few years back -MP32 and such ( speaking of back, I guess I'm back too!) ~anyway, if they have feel of Mizuno, i am a player for these. The wedges are the Scor brand look, the club made here in my hometown, and the basis of the redeaux of the Hogan brand- the owner lives here just 9 holes away, so I am ''buying local'' kind of. i do have a friend in Ft Worth... still ~~dig~~

[FC]

Right on, LA John.

[digsouth]

So in keeping with not being ''off topic'', as I realized my previous post might be constrood (sic), screw the overpriced clubs, they will sell sets to the continued uber dumb, who still have not figured out that a club will not replace lessons and practice. I should say that my view of lessons for an average 10-18 hdcp is anoter set of eyes- a ''coach''- and an inteligent golfer can ''self coach'' with good video placement footage IMO ... Who will be the first to do a gold plated set of irons? ~~dig~~

[The O]

Saw a guy at the range with a PXG driver. His swing was still terrible.

[sidvicius]

watch and see what happen in a year. Callaway is on board; that's your fist sign.
next the other manufactures will raise their price's and compared to PXG they still will be cheaper.

[Center Cut]

It always cost a fortune for Miura's and they were some of the best blades I ever hit. Still will never beat custom TP series Mizzies though.

[Spineless]

@digsouth
This effeminate loser has intimidated you to the point you cannot post got fear of being deleted? How sad and pathetic. Why would you ever put up with this phony loser and keep coming back for more abuse? Stand up and be a man. There is nothing wrong or offensive in your comments. He just uses you for a play toy because he enjoys effing with people. That’s what he does. His is basically the worst form of online bullying. He is an errand boy, a shoe clerk, bought and paid for by Callaway and Golf Channel. And you are one of
his enablers.

[Larry]

I don’t know: I acquired an XXIO driver and it is so good — straight and long — that I will keep it forever. And I loved my Ping driver before it. My handicap is 10, for reference, and I am in my 70th year. I need the help, distancewise.

[most recent response from PXG owner]

yeah they're alright. my Dad has the new AP3's and he loves those.

[a person with knowledge]

Here's what I see. The rich have gotten a lot richer the past ten years. The middle class gets poorer and poorer. There's a growing market for Bankers' Golf Clubs. Hell, if you're making a few million a year, $5,000 for a set of clubs may feel like buying a pack of gum. Those not as well off may wait for close outs. Have clubs gotten more expensive? The first Big Bertha irons that came out in the 90's were well over $1,000 and the dollar went a lot further back then. How far a dollar goes is far more critical than how far a golf ball goes.

[Colin MacGillivray]

Could a pro who knows, inform us how much the best set of 8 iron heads plus shafts plus grips cost ex factory (Taiwan?)
And how long does it take to stick them together?
Can't see how a tapered tube with a lump of shaped metal one end and a rubber covering at the other can be so expensive.

[Pat(another one)]

APWK, some of us recall Geoff's blog post about golf falling out of favor with executives, with them preferring cycling. The whole metrics things, I believe. But the comment was made in the article he referenced that "you could spend $20 grand on a bike with all this, instead of $20 grand on a set of clubs, and get much more from it." Not an exact quote, but basically the idea that a set of clubs was $20 grand is out there. Accurate or not.

[munihack]

PXG and other high end products appeal to a demographic who own yachts and planes and super cars. But one of the best things about golf is you cannot "buy" a game. It takes more than money alone to become a good golfer. I play with a Dr. who has been through a custom fitting and his clubs likely help him more than off the rack sets but he will never be a top player. But when he hits poor shots he knows it is him not his clubs. I on the other hand can always blame my clubs since I have never been fitted. This creates a perfect alibi when the ball refuses to go where it is supposed to go...