By Scott Kramer
The grip category is evolving with new brands, more sub-categories and enhanced approaches. So, we visited executives with two popular companies to find out the latest.
Don Brown, Vice President Marketing and Innovation at True Temper
On the new True Temper grip:
“We launched our ICON grip late in 2024, but we’ve been working on it since 2021. Obviously, we’ve got a long heritage with the winningest shaft company of all-time (True Temper), and we thought there was definitely some room in the grip market for us to grow our business and bring some of our expertise and technology to that part of the market.
“ICON is a black molded rubber grip – and from a pure technology standpoint, in terms of manufacturing, there’s nothing revolutionary in it. But we started there because while there are a lot of different grip models at retail, a black molded grip is still the No. 1-used grip on tour. So, to get our market penetration and acceptance from the best players on the planet, we started with that style of grip. The very interesting thing for engineers was we joke that it’s like the same but better. The grip is the only part of the golf club that a golfer touches, and some of these guys have been loyal to the same black rubber grip for their entire careers. If you give them something that’s too different, they’re not going to like it.
“So, it’s a black rubber grip, but we developed this new IX perforation – the holes on the grip – and you’ll get a lot more bite and traction from that. And then we increased the density of those perforations, specifically in the bottom part of the grip, to really improve the traction in the lower hand. Another thing we’re proud of is that the ICON doesn’t wear out as fast as some of the other grips on the market, so you will get some more durability.”
On selling grips directly to PGA of America Golf Professionals:
“We’re sending mailers to PGA of America Golf Professionals. Some are very active in selling grips, and we’re looking forward to helping them with any sort of POP displays they might want. But a lot of shops just have somebody who works in on-site services, maybe the bag room, and those individuals don’t merchandise grips. They just want to have them available when members come to them and ask if they can re-grip.
“One thing we’re doing that’s a little bit different for most on-course shops is PGA Professionals wanting to buy grips are either going through a retailer or having to go through a distributor somewhere.
“Because we have such a large distribution facility already for all our golf shafts, we’re selling directly to golf professionals so they won’t have to go through a third party to be able to buy directly from True Temper.”
Merchandising tip:
“Definitely having a grip on a portion of a steel shaft helps sales. When you put the grip onto a shaft and it expands, it changes the way the grip feels compared to one that’s not on a club and squishes in your hands. On those, you don’t get a really good idea of what that grip is going to actually feel like on a golf club.
“So, any kind of merchandising where you actually put it on just a portion of an old shaft and out of an old wedge will definitely help. The customers understand better what that grip’s going to feel like on their clubs.”
Eric Gibson, Global Commercial Director at Golf Pride
On the grip market:
“It’s one of the most-undervalued performance categories in golf and it doesn’t get the notoriety of other categories. Whether it’s new brands or collaborations, we welcome all activity. We see brands popping up with more of a design aesthetic and not necessarily a performance-first mentality, which is great. The category certainly can be big enough for everybody.
“In terms of tour usage, not much has changed. Players choose the equipment that gives them the most confidence in their hands. We’re still very fortunate to have a dominant position. On the PGA TOUR, we have around 90 percent each tournament. That speaks to who we are as a brand and in building equipment that gives golfers confidence. It says a lot when those players who are playing for a paycheck choose us.”
On re-gripping:
“A really high percentage of golfers have never re-gripped their clubs or haven’t done so in at least two or three seasons, depending on the type of golfer. The more secure your hands feel, the more confident you’re going to be standing over a golf ball. It just isn’t a category that golfers naturally think often.
“We have to start finding other intersection points with PGA Professionals, the custom fitting process and the lesson industry. The number of lessons that are going on is a perfect opportunity to look at the kind of equipment students are performing with, and that also includes the grips themselves.”
Merchandising approach:
“We have a wood block counter display that captures some of the ‘I’ve been meaning to do that’ traffic. Golfers often don’t want to go down the street to a retailer, so they have the course re-grip for them.
“The other thing we’ve seen work really well is a Golf Pride bag tag program that we’ve had a lot of success with thanks to the assistants at courses. They walk through the bag room and put bag tags on members’ clubs. In another program, golfers will change their grips after being given the opportunity to play with a fresh one. We will put a new model on their 7-iron, and they get 30 days to redeem it for the rest of the bag. We’ve learned it takes merchandising, plus some way of intercepting golfers.
“Also, up to half of golfers play the wrong size grip. And the fundamental reason behind that first and foremost is when you have golfers just buying golf clubs off the rack, all of those grips are standard size. Custom fitting is another area where we include grips. This leads to more conversation about what they like to feel in their hands, taking a look at their size and putting a few different sizes in their hands to see what feels most comfortable. Then, based on what feels the best in a golfer’s hands, a recommendation is made.”
• Golf Pride’s MCC Align Max grip ($15) has a high, pronounced ridge – the maximum allowable height. That physical reminder helps golfers keep the clubface square at address and impact for consistency.
•JumboMax’s JMX UltraLite ($16) is 20-25 percent lighter than typical skinny grips, helping golfers generate more speed with enhanced clubhead awareness.
• Lamkin’s Sonar+ Hero ($10) features comfortable, tack-retaining Genesis material aligned with UV performance and less taper.
• SuperStroke’s Traxion Tour ($8) is made of a soft polyurethane outer layer with a surface texture that improves feedback and tackiness.
• True Temper’s ICON ($6.50) offers more traction via six-directional perforation channels that provide slip resistance in longitudinal and torsional directions.