Why Bob Parsons is Just Like You.

In golf, you might think that Bob Parsons is a world away from you, and your game, but actually he's not that far away at all.

I'm not talking about his golf equipment company PXG especially. I was doing a bit of reading up about him this morning, since tomorrow I'm in his company and one key point about his golf journey struck me, it was, that as a customer he was just like any of us are. Looking and buying into the next best thing every season, and for a very long time.

For him it was a lot of money. But for us it was a lot of money too. Our 'lot of money' was just a bit less of a lot to him.

Anyway, finally, when you've been shopping for everything and anything for a period of time, you get shop tired. You reach the point, where you're just fed up of all the gimmicks. I have seen this in any walk of life, any industry and especially the golf industry. People are just sick of stuff, for the sake of stuff. So now, the market demand is changing - because people want good stuff. That's why Golf Addiction is growing. Because we keep our brand profile right. Any stuff at all, at the lowest cost is now proving to be less attractive than really good stuff. On my wall in my office are the mug shots of the thieves in town. One arrested for thieving at Poundland... I mean, is there really a black market for goods sold/stolen from Poundland? Maybe that chap should have examined his shoplifting brand profile.

The hobby is supposed to be golf. The hobby for some, has turned into searching for second hand clubs that appear to be a bargain on eBay, waiting inside, at your computer until the very last minute, to beat the others watching the same club, on the lowest bid you can get away with, only then not to win it, instead of getting out on the course in the sunshine to wager against your handicap. Shopping for clubs in that way, becomes really hard work, and demoralising. Shopping is supposed to be a nice thing to do, a treat and reward. So, the only winner there, is eBay.

The long term result of that, is loads of golfers, with ill suited and badly fitted clubs, which they can't play, lose the will to live out their days on the golf course and then they take up bowles instead. I think everyone who reads any of my stuff knows that I have a big of a bug bear about sales tactics that are just not customer friendly any more. Upcharges and what have you, designed not really to offer value for money (and don't forget value for money is not the same as cost). None of which answer the customer desire for better golf. And its specialised but makes a massive difference to your golf course, when your members can hit their clubs. (Not to mention that getting them, felt like Christmas).

We were sick of the gimmicks too. At Golf Addiction, we check our manufacturers because as a company I need to make sure my purchases are good value for money as well so that I can pass that on to my customers, that customer service for me is brilliant and technology does what it says it does. So, at every price point, we want to make sure we've got the best that the industry has to offer in its class. And I suppose this is why I keep banging on about PXG. Because above percieved best in class offerings, you'll only have to look once to know. Only authorised retailers and master club fitters are selling you fitted PXG, because PXG value themselves and their work highly, in the way you should value your time on the course.

Anyway. So, Bob Parsons got wise to the industry cycles of gimmicks, probably ahead of the rest of us, since his lot of money bought a shed load more than us, you'd expect his conclusion to be reached faster. Recycled technology repackaged to be something new- at a further cost to the customer, but at a flat rate on the R&D department? The only difference between Bob & you. Is he was in a position to do something about it.

Welcome to the market place- gimmick free, does what it says, PXG. Raising the bar for everyone, giving the others something to chase. Looking after the customer, looking after the golf.

Thanks Bob.