We live in a world of acronyms, 140 characters and head-scratching phrases, but only golf manufacturers, marketers and club geeks know about MOI, COG, ARC, spin rate, launch angle, face flex, Smart Pads, speed channels, soleplate grooves, sweet spots, aerodynamics and adjustable hosels.
Confused? Welcome to the clubs and all the terminology and promises associated with them. But we golf, therefore we dream. Which means we’re constantly looking for an edge, no matter the shape, size or color it comes in.
But it also begs the question of which should come first – a sound and consistent swing or shiny new clubs? Both would be great, but there’ll likely always be debate about whether a new set of sticks will actually turn an awkward-swinging 26-handicapper into a single digit simply by purchasing new equipment.
When posed the question of whether a good player with a five-year-old set of clubs would benefit a little, a lot or not at all with new equipment, 2014 SCPGA Clubfitter of the Year Monica Stratton had an interesting reply.
“I think if you center punch (hit the ball in the middle of the clubface) your irons or your driver and you center punch the new technology, they’re going to be very similar in terms of distance,” said Stratton, who works at Carlsbad Golf Center. “The big change is on the mis-hits. You’re going to see a much more robust ball flight and more distance on your mis-hits off the face. That’s where new technology is really helping – not losing ball speed when you don’t hit it off the center of the face, which is typical for most people.”
Stratton, who answers more questions about clubs and fitting in our annual Equipment Issue, also sees this year’s technology helping all players get the ball airborne because of weight shifts in the clubface.
“The technologies they’re using in the heads and how they’re able to change the center of gravity makes it so much easier for players to get the ball in the air quicker and for it to carry farther,” she said. “And that’s a good thing for enjoyment and the game overall.”
QUITE A SHOW
One of the more clever marketing events I’ve seen occurred the night before the opening round of the Northern Trust Open at Riviera Country Club. It was put on by TaylorMade and themed around popular golf movies.
In attendance were Sergio Garcia (as himself), Don Johnson (David Sims from “Tin Cup”), Michael O’Keefe (Danny Noonan from “Caddyshack”), Christopher McDonald (Shooter McGavin from “Happy Gilmore”) and a cast of thousands (actually, hundreds) in the form of journalists and other invitees.
Garcia touted the new R15 driver, the actors talked about memories of those long-ago films and everyone had a good time with food and drink and drink and food. The clever part was the showing of golf movie clips on a screen on Riviera’s driving range, with topless golf carts serving as convertibles in a drive-in theater setting.
In a competitive golf equipment world, it helped TaylorMade stand out for the night in addition to making me feel old. “Caddyshack” was 35 years ago? Yikes!
