Word: titleist
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Most of the President's longtime golfing buddies say the First Game is improving. After a brief flirtation with a new Nike driver, Obama has returned to his Titleist and is still struggling to master his new hybrid woods. He putts solidly and is working on his bunker shots, once an Achilles' heel...
...wouldn't think a golf ball would have to worry about its rep, but it turns out that little dimpled orbs can be a snooty bunch. At the top is Titleist, makers of the ProV1 series favored by PGA Tour pros and their wannabes. More than half the balls sold in the U.S. are stamped TITLEIST or PINNACLE, its value line, aimed at the duffer not willing to part with the nearly $60 per dozen for the top shelf. Nike, Callaway Golf and TaylorMade scramble for much of the rest...
...which comes in Feel, Distance and Straight versions, now outsells the Titleist and Callaway balls Freeman sells. Maybe that's not exactly what Callaway had in mind, but at least Top-Flite is in a better position to face Pinnacle, which plans to launch eight new balls starting this fall. As Top-Flite's ad says, "There are scarier things than losing your ball. Like your reputation." Bring...
...enough to drive McPhee, a Los Angeles--based real estate developer, to take drastic action. On Valentine's Day he plunked down $7,500 for a three-day intensive golf fantasy camp at the Titleist Performance Institute (TPI) in Oceanside, Calif. "They are the top of the chain when it comes to breaking down your swing," he says. And break it down they did. McPhee was filmed, hooked up to electromagnetic sensors, put through a fitness and flexibility challenge and even asked about his eating habits. And, oh yes, he hit bucketloads of balls...
With the number of players taking up the game remaining flat, at 2 million to 3 million annually over the past 15 years, and with newcomer Nike Golf whacking away at their market share, established companies like Callaway, Titleist (owned by Fortune Brands) and Taylor Made (Adidas Group) are eager to find new ways to broaden their base and grab a larger portion of the nearly $5 billion that golfers spend each year on equipment. That's where in-depth analysis and customized fitting can help. Not only can participants try the latest products--like Titleist's triangular D1 driver...