The first two cases of Coronavirus in the United Kingdom were confirmed on 31st January last year. Now, it is a year since Boris Johnson’s television address on the 23rd March announcing the start of the first lockdown. The effect has been a paradigm shift. The initial hit was taken by sales and subsequently to the way our society works. Many are now working from home, cutting down on travel times. In turn this has created more time for golfers to play. Some early in the morning before working, during extended lunch breaks and others in mid to late afternoon once their day’s work has been completed. Changes that will be with us for months or years to come.
Returning to the hit on sales, the first lockdown saw dramatic decreases with April sales falling by -95.3%. They then started to recover getting back into positive figures in July at +24.2. The current lockdown’s fall in sales has been less dramatic with January this year, being compared to a non-covid month last year, falling to only -67.2% and February down to -52.8%.
Drilling down further into the product groups, February shows a wide range of results. Clubs, the largest and most important grouping owing to it size, came in at -46.3% compared to apparel at -74.7%. The latter still suffering from, consumer in general, changing their buying patterns. Drilling down even further to individual products, we find the top three weathering the storm best are trolleys -25.4%, wedges at -28.7% and irons -34.2%. Generally big-ticket items, showing that golfers are still willing to spend even in these difficult times.
As the lockdown draws to a conclusion there is a lot of pent-up energy just waiting to burst onto courses. Golf course are now open along with some other sports. Let’s hope that golfers will get their wallets even further open and spend, spend, spend!
Golf Datatech is a world leader in golf industry research. It provides the trade with specialised market research covering retail sales, inventory, pricing, distribution, along with strategic sales and marketing consultancy.
In the UK, Golf Datatech research is based on an average of 2,000,000 records per month, recorded by EPOS systems at the point of sale.
For greater detail contact John Hassett on 07976 797081
SkyCaddie Steve re-maps Scotland
Over 10% of golf courses in Scotland have made recent course alterations – and SkyCaddie’s Steve Winstone is about to visit all of them personally.
The intensive two-week course update this month will see Winstone visit 57 Scottish golf clubs to re-survey every hazard, every green and every hole on which there have been changes which affect a golfer’s yardage.
The resulting altered course maps will be uploaded for SkyCaddie users only – instantly rendering other GPS devices out of date.
SkyCaddie’s James Holmes said: “This is an opportunity for golf retailers to remind their customers about SkyCaddie’s long-standing commitment to true, on-foot mapping instead of the inconsistencies of aerial photography on which all other GPS brands rely.
“We offer strong margins to retailers, and every product in our extraordinary 2021 range has won an Editor’s Choice award in the media.
“We frequently offer promotions to entice golfers into buying into the SkyCaddie range – for example, until 19th April we are offering customers £50 off when they buy a new SkyCaddie – and we also have pricing deals for the retailer where if you show commitment to us, we’ll repay that faith in our pricing.
“I also believe that our customer service is also second to none in the DMD category,” he said. “Through the working week SkyCaddie owners or retailers can speak to one of our advisors from 9am up to an incredible 1am, and at the weekends from 2pm until 11pm.
“Add in our long-term commitment to PGA Professionals, and the fact that the PGA itself uses SkyCaddie’s proven yardage information to provide pin information in all of its National events and qualifiers, and we believe that SkyCaddie presents an unbeatable proposition for golf retailers in 2021.”
During his marathon mapping fortnight, Winstone estimates he will cover over 2,000 miles updating yardage information at popular Scottish golf destinations such as Blairgowrie, Royal Dornoch, Prestwick and even Loch Lomond.
“Only SkyCaddie does this in person, and properly, which means mapping on foot using professional surveying equipment,” said Winstone, whose popular @SkyCaddieSteve Twitter feed has become the online Bible for golfers who want to keep up with course changes.
“Our painstaking mapping methods mean that only SkyCaddie users get the very latest course maps,” he said.
“So if you don’t yet have a SkyCaddie yourself, why not ask a SkyCaddie-owning golfer for a yardage when you’re playing a course which has made alterations?
“Or better still, buy a SkyCaddie and get the best, most accurate yardages available in golf.”
Interested retailers should call 01844 296360, or email firstname.lastname@example.org.
For all SkyCaddie information see www.skycaddie.co.uk.
PING introduces 2021 Putter models
With a focus on maximising MOI through multi-material designs and minimising the frustration that comes with missed putts, PING today introduced the 2021 putter series. Available in 11 models, the custom-built putters are available for pre-order beginning today at authorised PING golf shops around the world.
“We’ve engineered a lot of score-lowering technology into the 2021 putter line through extensive research and tour player feedback,” said John K. Solheim, PING President.
All of the models are developed with higher MOI through strategic use of various materials, including tungsten, steel and aluminum, to provide the forgiveness and accuracy golfers expect from a PING putter. The dual-durometer insert features uniform, shallow grooves to give golfers a soft, responsive feel for more consistent distance control with the precise touch they need to hole more putts. We’ve also advanced the visual cues depending on the model to help make alignment easier and more natural when addressing a putt.”
“Eleven options ensure a putter to fit every golfer’s eye and stroke type,” Solheim added. “The line-up features new designs created through our Tour-focused PLD (Putting Lab Design) programme, including versions inspired by PING professionals Viktor Hovland (DS 72) and Cameron Champ (Tyne 4).
“From blades to mallets and for straight, slight arc and strong-arc stroke types, it’s a complete line engineered to lower scores and increase enjoyment.”
Elite Glove Named ‘Best Performance Glove’ by Mygolfspy for the Second Year Running
Mizuno, the Japanese golf equipment manufacturer long renowned for its beautiful, industry-leading clubs, continues to produce exceptional products in other equipment and accessory categories, as this latest ‘Most Wanted’ award from MyGolfSpy for the Elite Glove confirms.
In naming the Elite glove as the #1 product in the Performance Glove category for 2021, the second year running it has won the award, MyGolfSpy praised the blend of feel and durability offered by the Mizuno glove.
“The Elite is the closest you will get to premium quality but with better durability. The placement of the mesh material across the knuckles is part of a winning design with construction dedicated to flexibility and grip. Mizuno has the best “feel” score in 2021,” said MyGolfSpy.
The Mizuno Elite glove blends premium leather with high-tech synthetic fabrics to deliver both feel and durability. The palm is soft Cabretta leather delivering exceptional feel and grip while the upper is made of a synthetic material that helps the glove maintain its shape. The FlexMesh material across the knuckles allows for great flexibility and freedom of movement.
“We are extremely pleased to have received this accolade for the Elite glove for a second straight year,” said Jeremy Galbreth from Mizuno. “We strive to produce innovative, high-performance equipment in all categories and this award is recognition we are achieving that objective. MyGolfSpy is independent and unbiased, making their reviews and awards particularly relevant as a true reflection of quality.”
MyGolfSpy is an independent and unbiased website that has become a benchmark for equipment standards in the golf industry. The organisation puts in thousands of hours testing and researching products to give consumers comprehensive and neutral information, allowing them to make informed equipment choices.
For further information on Mizuno’s current range of golf equipment and accessories, visit: MizunoGolf.com.
MSRP Elite Glove $16/ £17/ €18