Prior to the 2016 the market for Ultra-Premium golf clubs in the United States was nearly zero, however the launch of PXG combined with the rapid expansion of Custom Fitting Specialty stores that feature precision digital fitting, allowing for more exotic shafts to be widely available, and the category took off. For the first time we’re taking a look into the new world of $599+ drivers, irons over $200/stick, putters over $350 and wedges over $150.
“The Development of the Ultra-Premium Golf Club Category” is Golf Datatech’s latest consumer study, providing an in depth, deep dive into the golf equipment business. Released in September of 2018, this study digs deep into the emergence of this category, including brand usage by product type and price point, attitudes about the purchase process, insights into the importance of club fitting, and the club fitter, when spending this kind of money on golf clubs.
While many golf industry experts felt the Ultra-Premium category was going to be a very small niche, this study suggests it’s likely much larger than most estimated, well into double digits (as a % of sales) in the categories measured.
And beyond just investigating their feelings about this most recent purchase, we also examined satisfaction levels along with future purchase intent. What became obvious is that just because Serious Golfers spent significantly more on this most recent club purchase, the next time around they are not looking to spend anywhere near as much. The implications are clear, not only will past purchasers of Ultra-Premium clubs have to be happy and satisfied with their purchase, they will also need to be given outstanding reasons to make their next purchase.
Anyone interested in purchasing the Ultra-Premium study should contact Suzie Phillips at firstname.lastname@example.org.