I am 79 years old. I have white hair. I am reasonably fit and in good shape despite all the insults of old age. I play 18 holes of golf 2-3 times a week. I travel extensively to play golf and have played well over 600 courses in all 50 states and seven countries. My handicap is 12. Am I atypical? Maybe just a little. So who sells me golf clubs?
Golf Equipment Manufacturers Advertising Strategy
I regularly watch golf tournaments on television, paying particular attention to not just the golf, but the ads from companies who make golf gear. Taylormade, PXG, Ping, Callaway, Titleist, Srixon, Nike, Cleveland, Skechers, Footjoy, and other golf manufacturing companies continuously bombard us with promotions for their new drivers, irons, wedges, balls, shoes and new everything that will absolutely add distance to your every shot. But who has both the time and the disposable income to spend on golf? Me and the millions like me, men and women, who are largely ignored by the marketing campaigns of almost every golf company.
Senior Player Targeting by PXG
I was recently very impressed to learn that PXG, which has a store in Orlando, sends a team of Master Fitters every weekend for “demo days” at The Villages, a conglomeration of over 100,000 senior citizens living in organized communities about 40 miles north of Orlando.
Not Differentiating Based On Gender
I asked Megan Munneke, Public Relations Coordinator for PXG about special clubs for women, since some companies, like PING, Callaway, Srixon, Taylromade, Wilson, Mizuno and other lesser known brands make sets specifically for women. PXG does not manufacture clubs based on gender, says Munneke.
Fit For All Ages
PXG Master Fitter Jake Holinda says, PXG makes such a wide assortment of club heads and maintains such a large selection of shafts that their clubs can be fit to anyone, either sex, any age, regardless of their skills or even if they are new to golf.
My Experience With PXG
I stumbled onto them in 100 degree weather at a course that was having a PXG “demo day” near Portland, Oregon.
PXG On Senior Golfers
Bob Parsons, PXG’s founder and CEO, regarding PXG’s marketing to senior golfers, really says it best. Mike Nicollette, PXG Senior Director of Irons Research and Development, says: While factors like speed, mobility, and consistency may change over time, that’s exactly why custom fitting is so important.
Other Brands Efforts To Cater Seniors
Several golf equipment brands have prominently featured seniors in their Golf Channel advertisements, often using legendary players from the PGA Champions Tour to bridge the gap between high performance and ease of use.
Tour Edge
Their “Bo Knows” and “Make It Easier” campaigns are staples on the Golf Channel.
XXIO
Known for lightweight design, XXIO frequently runs segments and commercials specifically targeting seniors.
Services and Retailers
Commercial campaigns by brands like GOLFTEC and PGA Tour Superstore often feature older “The Guys” segments where senior-aged golfers work with coaches to find the right equipment to “outperform their friends”.
Article Link: HAVE SENIOR GOLFERS BEEN FORGOTTEN BY EQUIPMENT MANUFACTURERS? - Northeast Golf