OPINION: BIG Golf Equipment Strikes Again
- Updated: January 11, 2019
Meet Don. Don hails from Ohio and currently lives in Switzerland. He has a podcast. He’s also a mediocre golfer and has opinions you’re going to hear about.
Another holiday season is in the books and just like last year (and the year before and the year before that…) I find myself in possession of a few extra dollars and a few extra pounds.
For the latter, that is between me and my delicious simple-carbed demons. Just like last year (and the year before and the year before that…) I eventually can overcome those cravings until pimento cheese sandwiches make their annual April appearance.
For the former, those extra dollars are aching to be spent. And just like last year (and the year before and the year before that…) BIG GOLF EQUIPMENT (or as the folks say in the biz original equipment manufacturers aka OEMs) has unleashed their latest and greatest equipment and the process is predictable, like the holiday gains.
It begins all so suddenly on the social media channels.
One minute, it’s Instagram stories of hot girls explaining what they learned the previous year and how they are going to better themselves in the new year when suddenly the clean dome of Golfweek’s David Dusek appears describing how this new club will give you added distance and
The presentation is all so enticing and sexy — Dusek’s posts included.
[wink]
Here come these new golf clubs one looking sleeker and more streamlined than the previous edition. No matter the company, the surface-level claims are similar and somehow involve increased speed or better ball fight. Then, the marketing and public relations dive deeper and my head begins to hurt.
On Jan. 3, TaylorMade announced the next generation of its M-series metal woods – M5 and M6. Apparently, a generation in BIG GOLF EQUIPMENT lasts one year and one day. On Jan. 2, 2018, TaylorMade issued a press release about M3 and M4 drivers.
So what improved in a year?
“The drivers have been designed with a thinner, more flexible face, in fact, initially designed above the legal limit before going through the tuning process, a process in which resin is injected to ensure maximum speed for each head. The injection process utilizes two new tuning ports on the face of the driver (both M5 & M6 models) and a proprietary algorithm to ensure the appropriate amount of resin is used, systematically dialing in the speed for each driver face.
A significant benefit of the thinner, faster face design is that it provides the M5 and M6 drivers with faster off-center COR, effectively increasing forgiveness. The new face design is optimized with up to a 20% reduction in thickness that results in a 66% larger sweetspot in the M5 drivers over the M3 and more than 100% larger than the original M1 in 2015.”
Sorry, but this is simply word salad to a majority of TaylorMade’s target audience – golf-obsessed idiots like me.
Introducing Speed Injected #TwistFace, our revolutionary new process of calibrating EVERY individual head to the threshold of the speed limit—only in M5 & M6 drivers. #InjectedTwistFace
— TaylorMade Golf (@TaylorMadeGolf) January 3, 2019
Learn more: https://t.co/0jkmsUx7Tq pic.twitter.com/hhJxpj4uMD
Not to be outdone, Callaway issued a press release the following day about its new Epic Flash drivers and fairway woods.
“The Flash Face’s unique, internal mapping consists of dozens of subtle ripples flowing from heel to toe. These ripples work together cohesively to elevate COR in the face’s center region. That accomplishment results in a significant ball speed boost for a noticeable distance increase when you make solid contact, helping make your longest drives go even longer.
The Epic Flash driver also incorporates our revolutionary Jailbreak technology that promotes fast, face-wide speed. The two internal, hourglass-shaped Jailbreak bars connect the crown to the sole, stabilizing and stiffening those two parts at impact, allowing the face to take on greater impact load to generate faster ball speed. Together, Flash Face and Jailbreak make the Epic Flash one of the most innovative and technologically advanced drivers in Callaway history.”
Artificial Intelligence. Real Ball Speed. ⚡️
— Callaway Golf (@CallawayGolf) January 4, 2019
This is the new Epic Flash driver featuring Flash Face Technology, in stores 2/1/19 >> https://t.co/9hIdEFGomz #EpicFlash pic.twitter.com/0KvutRgixf
What did we learn from those press releases?
Words were arranged in a sentence with multiple sentences making up a couple paragraphs. What I don’t know is do I want internal, hour-glassed shaped Jailbreak bars or should I have a new face design with a 20% reduction in thickness? I’m just concerned that I can be 20% less thicker by swimsuit season.
But what about the clubs just released LITERALLY a year ago? Are those garbage now? If you spent $500 on a M4 less than 12 months later that same company is telling you, “Dude, no, THIS M5 is the one you need. There is a 66% larger sweet spot from last year’s model. How dare you not get this new one otherwise your game will suffer!”
OK, they don’t use those exact words, but the playbook is the same.
So you have the press releases being issued and social media breakdowns by equipment guys like Dusek, but where it really takes off is the marketing angle both on TV and social media. These companies aren’t dumb. Christmas trees still have discarded wrapping paper underneath when they have golfers – both pro and celebrity – telling you how this new club coming out is giving them amazing distance or resulting in incredible shots.
Pros like John Rahm, Sergio, DJ
Most of us can’t relate to their games, so these companies also employ regular spokespeople or social media “influencers” like Erik Anders Lang’s fluffy dog to try the new products. Not surprising, they are all blown away by the results while their reactions are being recorded and posted on their channels, of course.
The result?
Some of us crack. It’s OK. I almost did last year. I’ll admit it. TwistFace technology almost hooked me. It is delivered to you in such a convincing way that finally, THIS will be the year that if you spend that $500 you’ll finally be hitting Tour-
There is a slight problem. The o
And like my set, it has been constructed in the last decade to be on par (pun intended!) with the latest technology. Yes, the golf equipment technology is improving, but is it making such major strides in literally 365 days?
I get it. These companies need to make money and show that they are doing the necessary research and development to give its customers the best possible products. Yet how often are we paired with that guy who is sporting all the new metal woods, irons and putters from that season, and cannot, for the life of him, make a single damn par?
Don’t simply rely on those word salads to tell you that is the right club for you. Hit them and do so with a non-biased sales person who can help you analyze the numbers.
And be warned, as soon as you drop those five C-notes on the new driver today, in 365 days there will be a better one for the next generation just like last year (and the year before and the year before that…).
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