Selling drivers has always been a competitive market. Thus, PGA of America Golf Professionals and their facilities are trying to make the most of that opportunity.
Green grass shops continue use clubfitting as a way to distinguish themselves from any and all other locations that sell clubs. And golf club manufacturers have been helping, too.
“OEMs are starting to add more proprietary fitting apps for heads and shafts, similar to what Mizuno has had for a few years with Optifit,” says Daren MacKinnon, PGA of America Assistant Golf Professional and Director of Clubfitting at Pine Oaks Golf Course in South Easton, Massachusetts.
“TaylorMade’s built-in sensors in their Qi35 driver faces to allow for more data when using Foresight Quad launch monitors. As a general rule, they’re all beefing up their staff training modules behind the scenes for new and experienced fitters to keep up to date with their fitting practices.”
Ken Morton Jr., AGM, Vice President of Retail & Marketing at Morton Golf in Sacramento, California, adds that TaylorMade’s reflective fitting marker technology is “one of the most exciting advances, as some launch monitors are able to pick it up with great accuracy.
“Combined with the fact that more OEMs are engineering shaft kits targeted for specific player profiles, it’s made fitting more seamless and personalized. For instance, ultralight senior shafts or heavier-weight extra stiff profiles for elite players give us the ability to zero in quickly on a customer’s best options. These tools not only speed up the fitting process, but also help ensure we’re recommending equipment that delivers the right combination of performance and feel.”
When it comes to fitting, forgiveness and speed are no longer mutually exclusive. In past years, golfers often had to choose between a driver that delivered maximum ball speed or one that provided maximum forgiveness. However, many of today’s top-selling drivers offer large amounts of both. That combination has really resonated with golfers because it enables them to chase distance without sacrificing consistency or playability.
“Fitting has become the cornerstone of our retail experience – the differentiator that sets us apart from what customers can find online,” says Morton about his Haggin Oaks Golf Super Shop. “We can show them their ball flight, educate them on why certain specs work for their swing, and give them confidence in their investment.
“Much of our business is now special-ordered to custom specs, which tells us that personalization matters.”
So much so that Morton says the facility has expanded beyond drivers and into putter fitting with a dedicated studio, launched a 3D laser footwear fitting system and even co-developed a ball fitting kiosk with Ping. As a result, Haggin Oaks continues to grow both customer loyalty and sales.
At the end of the day, golfers want more yardage off the tee. While they love hearing about forgiveness, adjustability or new materials, distance is what impacts their purchasing decision for drivers the most. Price has become an issue, as well.
“We’re seeing close to 90 percent closure rates on our fitting appointments, but price increases are now starting to draw attention,” says MacKinnon. “As the tariff landscape has changed these last few months, we didn’t have to raise our retail pricing on core products until just recently. We did see a dip in custom and exotic shafts as those saw earlier price increases.”
Morton adds, “With the tariffs now coming into play, we’re starting to see costs rise at a time when vendors would typically be discounting older models ahead of new releases. Historically, there’s a direct correlation between driver prices and unit sales: When one goes up, the other goes down.
“We anticipate seeing a portion of value-conscious golfers delaying their purchases, holding out for possible Q4 deals. The challenge for retailers will be keeping those golfers engaged when year-end discounts may not materialize at the levels they’re used to.”
One way manufacturers are attempting to stimulate sales is through releasing special limited-edition versions of a marquee standard model that especially appeal to golfers with a deep affinity for a particular brand. They’re unique and collectible. While they’re not typically offered in a full array of specs and shafts, they provide retailers a fresh brand story and also lift sales of the standard model by association.
“We promote the line as a whole more energetically when a limited edition arrives, whether tied to a major championship, a special finish or a commemorative event,” says Morton. “They provide value well beyond the limited run itself.”
Sometimes, a new driver is not the answer; yet it can lead to other sales. Tony Martinez, PGA of America Director of Golf at Keeton Park Golf Course in Dallas, generally schedules customers at a local Callaway fitting studio for driver fittings.
“When we have the right client or an elite player, that location has every single thing and one of the company’s best fitters,” he says.
“What I’m seeing more people do is swap driver shafts so they have multiple shaft options – to scratch that itch. They keep the clubhead, but want a few more miles per hour of ball speed. The first place they’re looking is the shaft. They used to ask what the best driver is. Now they’re asking if they have the right shaft, and are less inclined to jump from head to head, specifically from manufacturer to manufacturer.”
• Callaway’s limited Elyte Sandstorm ($650) sports a lower crown profile and heel section to maximize swing speed and enhance aerodynamics. A Thermoforged carbon crown and aerospace-grade carbon fiber help optimize the CG for low spin and high launch.
• Cobra’s limited DS-ADAPT Max-K Arnold Palmer ($649) includes the FutureFit33 hosel system with 33 unique loft and lie settings to optimize ball flight, minimize misses and maximize distance. Features Palmer’s iconic umbrella logos across the two-tone crown and sole.
• Mizuno’s ST-Max 230 ($300) is a low-profile, wide-footprint model with 54 grams of back weight for extra stability. A proprietary CORTECH Chamber and forged Beta-Ti clubface collectively add ball speed.
• Ping’s G440 Max ($650) has the brand’s lowest CG ever in a driver. Features a shallow-and-thin clubface and lightweight carbon crown that enhance ball speed, spin and flight.
• TaylorMade’s limited Qi35 Ryder Cup ($650) comes in red Team USA or blue Team Europe models. Available in right-handed only with Fujikura Air Speeder 50 shaft.
• Titleist’s GT280 ($499) is a mini-driver with a 280cc clubhead, 13 degrees of loft and a 43.5-inch shaft. It’s designed to hit longer, more-forgiving shots than a fairway wood, yet be more controllable and workable than a full-sized driver.
