By Scott Kramer, Contributing Equipment Editor
TaylorMade continues to be heavily invested into equipment fitting – particularly at the green grass level. Which is why PGA Magazine recently conducted an interview with Kyle Freeman, the brand’s Director of U.S. Sports Marketing based in Carlsbad, California. He touches on club sales, clubfitting, Experiential Days and selling more golf balls.
What are TaylorMade’s plans for green grass shops for the next year with respect to club sales? Will there be more of an emphasis on that sector over retail chains? How does your company approach green grass shops differently than other brands?
Kyle Freeman: We couldn’t be more excited about the green grass channel. We’ve made a long-term commitment and investments through our PGA Staff team to continue to grow our green grass business thoughtfully.
We take a different approach to club sales in golf’s most authentic channel, driven by the development and evolution of our TaylorMade Experiential team. The team is a group of hyper-focused product and fitting experts who complement our first-class sales team, and are more focused than ever on taking our world-class fitting knowledge and creating unparalleled experiences for golfers at clubs across the country.
Our TaylorMade Tour Experience is the pinnacle of custom fitting and brand experience that moves throughout the country seasonally each year, providing tour-level fitting sessions, club building on site, plus a fun and memorable experience for the golfer. We focus on the partnership in green grass retail shops by ensuring that we tailor the assortments to the facility and its members and golfers.
Our golf ball category is growing faster than any brand in golf, and we have high performing products that meet the unique needs of every golfer.
How is TaylorMade emphasizing clubfitting to PGA of America Golf Professionals and consumers alike?
Freeman: Our Experiential team has been leading in the market for more than a decade, and our products offer more customization than ever before. We’ll continue to focus and invest in our Experiential program, as well as the tools and resources necessary to equip and educate our partners to fit players of all abilities into the best performing products in golf.
Any advice you can offer PGA of America Golf Professionals on how they can better work with OEMs to sell more drivers at their facilities?
Freeman: I’d suggest partnering with us on creating and executing a memorable TaylorMade experience for your members and guests. Reach out to your TaylorMade sales rep to schedule an Experiential Day and engage with the golfers at your facility to help ensure we engage the right golfers to meet – and exceed – their needs and expectations. Then on the day of the event, make sure you or a member of your staff is present and involved on the practice tee. When we partner with the PGA Professional staff on the day of the event, we collectively ensure a great experience and fitting day for all.
Where do you see opportunities for PGA of America Golf Professionals to sell more golf balls in their shops in the coming year?
Freeman: We incorporate golf ball fitting into every clubfitting experience. As we get to know the golfer’s swing, we can help him or her better understand golf ball performance and what model best fits their game to optimize performance. Inside the shop, asking the golfer questions about the ball they’re playing or what they’re looking for in a golf ball can help stimulate conversation and provide a better understanding of which golf ball is right for their game.
