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LEISURE
- April 2002 by Stephanie Rommel Sidebar-
Rest assured there is golf equipment out there suited for virtually everyone. And, a lot of it is manufactured right here in Kentucky. PowerBilt According to Larry Edlin, president of PowerBilt Golf, competition in the golf manufacturing business is extremely intense. “What once was more of an elitist sport influenced by the pros has now become a consumer-driven sport,” he said. “ In 1996 we had a stable of pros like Chip Beck and Steve Lowry. But, being family owned we realized we couldn’t compete against those giant, publicly-traded corporations who were spending $30 million a year in advertising.” Consequently, PowerBilt modified its overhead, cancelled its pro contracts and priced its products very competitively. “The quality has never suffered,” Edlin stated. “Today’s golfer has become ‘distance obsessed.’ Everyone wants another 10 or 20 yards,” said Steve Kirkpatrick, PGA professional at The Summit in Owensboro. “The No. 1 buzz at the 2002 PGA Merchandise Show in Orlando was the oversized drivers 340 to 350cc.” Edlin concurs, saying that the 80/20 rule takes effect. On a typical 18-hole round, a golfer will hit with a driver only about 14 times, whereas the scoring clubs (the putter and a set of irons) are used 80 percent of the time. Ironically, the golf consumer is very willing to lay down huge dollar amounts on a driver he will use basically 20 percent of the time just to drive that ball the farthest. “The industry is now challenged by how to add distance without exceeding the COR quotient.” Edlin said. “The COR (co-efficient of restitution) is a measurement of how fast the ball comes off the driver with the U.S. Golf Association setting the maximum speed limits. The forged beta titanium driver provides the optimum COR with a 300cc club head and over.” PowerBilt provides an excellent Kentucky high school program whereby student members of their golf teams can purchase PowerBilt clubs at significant discounts. “One thing we’ve learned on the baseball side of the business is how important it is to start kids out with the right equipment,” Edlin emphasized. In January, the PowerBilt junior line was launched with three complete sets tailored for junior golfers ages three to 12. The motivation came when seven-year-old John Hillerich V (Quinn) wanted to take up golf and the company didn’t have any clubs that fit him. Aside from hoping to motivate the young golfer to use PowerBilt equipment through adulthood, Edlin contends the real challenge of golf is to hold onto those already in the game and not lose them. “The growth of the core golfer, those who play about three times a month, has not changed more than four percent since the 1980s,” he explained. “The number one reason people get out of golf is intimidation at the level of play.” Edlin suggests that the initiative of the golf industry is to provide facilities friendly to the beginner golfer while servicing the proficient golfer. His ideal golf scenario for those wanting practice and privacy would include a golf course with only six holes or a place where you could play for just one hour. While the number of golfers has not changed much over the years, golf itself has seen a tremendous increase in popularity by transcending socio-economic boundaries. Fifty percent of the audience who watches golf on television does not play the game. Certainly, the industry and equipment manufacturers have their work cut out for them. Louisville Golf “We service a niche in the golf industry,” President Mike Just explained. “Persimmon still deserves to be a choice for golfers.” In tests conducted last year by Golf Labs, an independent testing facility in San Diego, Louisville Golf’s new SMART 2 persimmon driver out-drove the Titleist 975D by 1.88 yards. Head speed, launch angle, shaft weight and shaft length were kept equal for both drivers. Just believes this confirms what they have known all along. Their persimmon clubs can hold their own with the most popular drivers out there. As far back as 1996, the original SMART persimmon driver out-hit Callaway’s Big Bertha by a full yard in a similar test conducted by Golf Labs. On September 1, 2001 Rick Schuller became the only club pro to qualify for the PGA Championship using a Louisville Golf Authentic American Woods Dogwood putter. He finished with the third lowest 72-hole total by a PGA professional in the history of the event, trailing only Sam Snead and Jimmy Wright. As to manufacturing irons, their iron models are kept in China where they’re made. Then Louisville Golf can either turn them into a full set of irons here or sell the parts to other companies. According to Just, their clubs are sold two ways: directly to the consumer through magazine ads or to corporations for presentation items. Louisville Golf also works directly with companies to create custom pieces as gifts for employees and customers. For instance, working with Jack Daniel’s they manufactured putters from Jack Daniel’s whiskey barrels. And, they can personalize putters with corporate logos or individuals’ names. Just stated that in the history of golf clubs almost everything out there today is not really new. “We had clubs made of metal 50 years ago, but the technology wasn’t there.” Olde Master Originals President David Berger stated that these putters are mostly used as presentation pieces or gifts for special retirement occasions or other celebrations. Their clients consist of a mix of corporations and individuals nationwide. “People see them and say they’re almost too pretty to play with. But, they are made to play with as putting is touch, and these custom putters have a nice soft touch,” Berger said. “And, they don’t get scratched or damaged because of the hardwood.” Weighted and balanced with no seams or glue, these putters are sized for a custom “fit” to the golfer and are individually laser engraved with their name or corporate logo. The real beauty of these pieces, however, comes from the exotic hardwood. “These woods are harder than a golf ball. We use everything from U.S. hickory to pink ivory from Kenya. Only Zulu chiefs have ever been allowed to harvest this wood, which actually is pink and hard as a rock,” Berger explained. Surprisingly, these putters range from only $295 to $875 (for the pink ivory). They come in their own full-length case which stays right in the golf bag, as well as a plaque to compliment the owner’s den or office wall. With advertising efforts generated mainly through word-of-mouth and PGA pros, Berger claims their business has been pretty steady. “December was great, and we’re teaming up with the LPGA to sponsor future events.” Club Pro Products “We saw there weren’t that many companies making equipment for this age group,” explained Jack Ridge, president of Club Pro. Ridge’s brother, Bill, was the founder of the business and currently is the golf pro and general manager of Pine Valley Golf Resort in Elizabethtown. Their children’s golf products range from clubs, bags, pull carts, gloves, lessons and videos for kids and training aids. There is even a “Peanuts” line of golf equipment. Ridge conducts training sessions for youngsters at trade shows throughout the year. Recently, in Cleveland, Ohio he held a three-day golf session for not only kids, but tykes as young as 20 months old. “Those toddlers were really hitting the ball well,” he maintained. “Golf helps them with their eye-hand coordination and future motor development. We leave the left or right hand dilemma up to the youngster based on what’s natural for them. I personally believe that 2 1/2 years of age is where a youngster should start in the sport. Since they have a short attention span, it’s very interesting, to say the least.” In addition to the children’s golf products, Club Pro makes a cart enclosure for bad weather days as well as golf cart accessory products such as buggy coolers, buggy heaters, cart cabanas and windshields. They hold a patent on a family putting game called TicTac Putt. Club Pro distributes its products worldwide and even sent a recent shipment as far away as New Caledonia. “I had to ask everyone and then look on a map to see where it was,” Ridge chuckled. Town Talk Manufacturing
Company
Town Talk makes quality headwear for the golfer and golf towels. “We’ve been addressing the golf market since 1956 and are probably ranked third nationally in our business category,” said Rose Coomes, president. “We make caps here, but all of our visors are imported. The direct embroidery of logos and names is done here in-house.” Known for selling the “Cadillac of ladies visors,” Town Talk also finds that low crown and unstructured caps as well as ponytail caps are very popular with women golfers. “We are one of the only few manufacturers who can still produce a USA cap,” she claimed. “Business is tough now because of the economy. Because we’re family owned though, we pride ourselves on our customer service. We’re not bogged down by corporate concerns, and our customers are very loyal to us.” In August 2000, Wayne Joplin Sr. also purchased Kittrell Outerwear, which produces wind jackets, wind shirts and microfiber products for men, women and youth golfers. Marketing efforts for both companies are aimed at country clubs and golf courses throughout the world. Coomes said, “We
attend all the PGA shows and are even a supporting partner in the Golf
Retirement Plus program for The Professional Golfers Association. By
providing financial incentives for the purchase of their products, Town
Talk’s program helps over 27,000 PGA members and apprentices with
their retirement savings. Stephanie Rommel
is a staff writer for The Lane Report. |
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Copyright 1996-2002, by Kentucky Business Online. All rights reserved. Editorial content
is copyright 2002, Lane Communications Group The Lane Report is a trademark of Lane Communications Group. All other trademarks are the property of their respective owners. |
So,
you want to play a good game of golf? It’s been written that golf
is the most difficult game to play. It makes sense then to buy the proper
equipment and accessories no matter if you are 10 years old or 70 years
old, a scratch golfer or beginner, a 100-pound woman or a 200-pound
man.