Why PXG Will Split the Market.

I already like Bob Parsons and I've never met him. He's all a bit no nonsense. I'm really chuffed to be one of the first stockists of his product in Europe- but I know for no money at all, if I muck about with this account, I'll only lose it once- and I don't want to lose it- because its a fantastic product.

But why will it split the market? Well, the two key people at PXG responsible for its iconic design- used to work for Ping- and not just anybody- these were the two top design engineers at Ping. Now- Ping followers... what do you do? Instantly, any of those die hard Ping fans- should be fascinated by this product. Why wouldn't you want to even just try the biggest thing that has happened to the golf hardware market in the last 10 years? Because even though it's got PXG written all over it, the core design principles which were limited and reined in, at their previous firm, have just been let out the bag. And with an unlimited budget- this is everything that anyone at Ping wished that they had been able to do. Lots of people walk into my shop, and when they find out I don't do Ping- they think I don't do golf- because the Ping brand in so engrained in the Pro shop environment. But who can argue, with the head designer of most of those Ping clubs you're just hitting, when he says its best thing he's ever made? The answer is no one who is playing Ping can argue with that.

What else. Well- two year life cycles just got blown out of the water. Because the latest PXG clubs- are the exact same ones as the ones you're hitting this year- or in two years, or probably in 5 or 6 years. We expect there to be more technology breakthroughs as PXG's market leading intention indicates or perhaps some changes in design but not the interval paced renewals & gimmicks which has put Taylormade up for sale. I'd more likely expect to see limited editions and the like. Clubs that no one else has is a really nice feeling when you walk on to that first tee.

And with a lifetime warranty this is not a product that is going anywhere anytime soon- no other golf club manufacturer offers such a comprehensive level of consumer protection.

The fact that PXG are only custom made is also an important feature that they promote- we believe very strongly in the customisation of your clubs- quite simply.

So. They. Fit. You.

Its simply not reasonable to expect that one size fits all and the golf industry accepts this and times are changing in line with that. The way to keep people from losing the will to live, and make the sport easier- is to fit you into your own clubs in the first place. Those hand me downs will get you going, but its by no means the way to continue playing.

Custom built, is the reason why we don't stock a huge range of "standard on the rack" wallpaper stock in any brand. All that stuff in AG? Its got to be sold to someone. Magically that could be you. Any manufacturer who has custom club manufacturing plant is taking their players seriously- and so that lead times are reduced on those bespoke clubs, and are made in time for Christmas they're all in the UK, we build them for PXG in Leicester. For PXG they've started how they mean to go on- because they don't want to make them any other way. Its the good old "I'm 2 degrees flatter than standard" statement, which people often make, when no one actually defines any cross industry standard.

So, lets say your a top of the range purchaser for Titleist, you're so brand loyal that you have everything from bag to ball to cap to that 917 latest greatest thing they've brought out. You know in 2 years they'll be bringing something new out- and I just priced it up, over 2K off the rack. No customisations in loft and lie. No length adjustments and no expert to advise me, that actually, that's right, or wrong for my game. It puts it into perspective that those irons 'might' work off the rack, but don't forget this is the online price- (And they might NOT work) so if you want that after market specialised shaft, you'll be in that all too familiar place: Upcharge City.

And then, when you're in this price bracket you're not really very far away from PXG.

Given the choice, if I were to offer you a free car, and you were to choose between BMW & Kia there is a reason why more BMWs would be taken off my hands. Because they invest more in driving technology, materials & design. It makes them better. Kia is a great car, but its unique selling points are nothing to do with driving.