The 2009 PGA Golf Merchandise Show: Show Me the Money, Show Me the Insanity! -- Not this Year.
Did you ever wonder where your golf professional or local golf retail store buys the balls, clubs and apparel that they sell you? Well, most likely, it was at the Professional Golfers' Association of America (PGA) sponsored merchandise show. This "show" is an annual event held in Orlando in the last week of January. Here are some of my 2009 observations and product recommendations for you.
For most professionals the show kicks off the golf season. For almost 50 years the PGA has organized and run this mega-event to bring together merchandisers, professionals, executives and golf addicts in one location. This year's version of the show hosted 45,000 visitors with 1,100 exhibits in over 10 miles of show aisles.
As a jaded veteran PGA Professional I would have told you that I had seen it all at the merchandise show over the years. Over the last decade I have seen the Orlando Magic Cheerleaders doing dance routines in an effort to sell magnetized bracelets that were reported to relieve joint and muscle pain.
I've witnessed grown salesmen in giant golf ball suits attempting to sell junior golf teaching products. I've seen large club companies (e.g. Titleist, Taylormade, Callaway, et. al.) selling from 2-story million-dollar display booths that were large enough to comfortably house the entire population of some African villages.
In one of the greatest examples of pure capitalism that I have ever seen, four exotic dancers sat at a six foot banquet table and sold golf calendars with photos of themselves in various examples of undress and scheduled bookings of themselves for golf outings. I have heard sound systems blaring attraction messages and music so loud that they were capable of being used at a Metallica Concert at Madison Square Garden.
What would it be in 2009? Who would win most insane merchandising campaign of the show award? Who would risk life, limb and their complete self respect to sell the world's best glowing-floating-pin seeking golf ball?
Well, it was no one.
The golf industry has become another industry that has fallen victim to the bad economy. It is just another hunkered down industry waiting for the next era of prosperity. However, what I did see may help you. I saw some new items that take us back to the days of pragmatism and common sense. It is my intention to give you some products that I think can make you a better player. I hope to steer you through the murky waters of golf merchandising so that you can avoid the gadgetry and gimmicks to find a quality product.
I have broken down my recommendations as they would apply to three skill categories of golfers. These "categories" are "the eager believer beginners" (those with handicaps above 25, who believe that once they get the ball airborne they are a few steps from a PGA tour card), "the grip it and rip its"(those whose handicaps range from 11 to 24, who believe the equipment that allows them to launch a ball 10 yards farther no matter in which direction it is headed will be the key to their donning the green jacket in Augusta next year), and finally, the "these hands have been touched by God" group (handicaps in this group are primarily in the single digits and who statistically lack about 3.2 less putts per round at a U.S. Open Local Qualifier to be significant).
The Eager Believer Beginners (hcp. 25 to the sky) -
Check it out:
King Cobra S 9 1 M Driver - Uses a 9 Points technology face to increase clubface efficiency. This basically means that the combination of face thickness and welding technology that they use in the head will allow you greater forgiveness and distance on off center hits. This driver sounds great at impact and allows the beginner to feel more confident in their shots. Great shape to the club head.
Nike One Vapor Ball- Great new golf ball by Nike. Utilizes the technology of the One Balls used by Tiger, Anthony Kim, Trevor Immelman, Stewart Cink, Justin Leonard, Suzanne Petterson and Michelle Wie and adds components which allow higher handicappers greater distance and control.
The Grip it and Rip its (mid hcps 11 -24) -
Check it out:
Nike Dymo Straight Fit Drivers - Allows players with the turn of the hozel screw to adjust to 8 different lie/face angle combinations for desired ball flight. This will allow you to dial in the desired ball flight you want. If you want to reduce a slice make the adjustment. If you want to set the club for a fade or a draw because that shot fits a particular course, you can do that. Trevor Immelman won the Masters last year with the prototype.
SKLZ Gyro Driver - This a great teaching aid. Head actually contains a gyroscope. When the club is swung on the proper swing plane the user can feel a perfect release of the club.
These Hands have been touched by God Group (hcp. Under 10)
Check it out:
Cleveland CG 14 Wedges - From traditionally one the best wedge manufacturers in golf. Wedges utilize Cleveland's new Gelback technology. Gelback is an elastic vibration dampening material that they place behind the hitting area of the club. This material softens the negative vibration of mishits for great feel around the greens.
Eye-Line Putting Rod - This telescoping rod which looks like an actual fishing rod that fits between your sternum and the well of almost any traditional length putter. Using the Pendulum Putting Rod helps you in creating a perfect one-piece connection between the shoulders arms, and hands. It also helps you practice staying in perfect posture throughout the stroke. If you lift your head, the rod will fall from your chest. It gives you a consistent way to check your putter shaft angle at address. This creates consistent putter lot and distance control.
For more information on these and other products feel free to check out cobragolf.com, nikegolf.com, clevelandgolf.com, eyelinegolf.com and sklz.com. Also, look at pgamerchandisshow.com.
A final few words of advice on equipment, If you take lessons from a PGA Professional (and you should) get their advice on the proper equipment for you and fitting. These men and woman have a vested interest in getting you better. So, rather than having someone sell you the equipment in which they are overstocked, find out what is best for you.
If you ever get the chance, go to the show. You will be amazed. I'm sure that it is what the ancient Scots envisioned when they hammered their swords into ploughshares and golf clubs (sarcasm).
Well, that's my take. What do you think?
About the Blogger:
Brad Myers is the PGA Head Golf Professional at Congressional Country Club in Bethesda, Maryland. He has been a Golf Professional for over fifteen years and at Congressional since 1999.
