It’s becoming common for players of all skill levels to get fit for clubs. And it makes sense. Once thought to be the domain for elite-level players, golfers who want to play better and hold onto their clubs longer are using fitting bays on a regular basis.
But what about golf balls? While it would be great to hold on to them longer, too, golfers like me who often deposit them in a lake, river, ankle-deep rough, trees, housing developments and environmental areas often think of the ball as unimportant or disposable in the equipment equation.
But that’s changing, too, as things such as compression, dimple pattern, cover material and core makeup can determine how far your ball goes, spins, soars and curves, in addition to how it checks and rolls on the green.
We’re showcasing some manufacturer’s new products in this issue, with Huntington Beach-based Cleveland/Srixon on the tee as far as honors. I live in Huntington Beach but had never been in the building, so I visited in mid-February to have a look around. Srixon balls, said Michael Ross, senior product manager for golf balls, are having an impact on the marketplace and should be considered as important to golfers as their sticks.
“The golf ball business is a core business for us. It’s one of our biggest sales drivers worldwide,” Ross said. “I think the evolution for us has entailed addressing the golf ball industry with the same passion and focus that we have dedicated and continue to dedicate to our wedge business. We know we have a great reputation in the wedge category, and we know our golf balls bring a similar level of high performance to the consumer that we want to capitalize on as best we can.”
Ross said that “feel” and “soft” balls are in demand, but the words shouldn’t be mistaken as interchangeable.
“The word ‘soft’ is quite prevalent now across most ball descriptions, from lower-compression distance balls all the way up to tour performance golf balls,” he said. “The messaging about soft is something that consumers look for. They associate it with better feel and also more greenside spin. In reality, the softness of a golf ball doesn’t necessarily mean it will spin more around the greens, but the perception is certainly out there.”
Another trend is dimple performance, with aerodynamic designs improving flight performance.
“(That) has been one of the hallmarks for each of our main golf ball models,” Ross said. “Generally, there is much more golf ball marketing focused on flight performance than before.”
While cost is often the determining factor in purchasing decisions, golfers are becoming savvier, Ross said, and won’t spend more money on one ball if they can find another that costs less and offers the same, or better, performance.
“However, familiarity plays an important role in the buying process as well,” he said. “If golfers have more experience with one brand and they haven’t suffered because of it, they’ll tend to lean that way until they’re given a reason to change. That’s where ball fittings and short game clinics can really make a difference and help golfers choose the ball that best suits their game.”
For Cleveland/Srixon, that means a holistic approach that starts with determining what aspects of their game golfers want to improve on most and what ball a fitter thinks can help them achieve those goals.
“I don’t want to fit a high-handicap golfer into a tour ball if his or her main problem is accuracy off the tee, for example,” Ross said. “I want to help that golfer eliminate, or at least minimize, the accuracy problem first so that he or she can make progress in the game and enjoy playing more. If golfers make incremental improvements in their game by using the golf ball that best addresses their core problems, they’ll improve and eventually progress to another golf ball that is designed to help their performance in other areas of the game. There isn’t one answer for every golfer. That’s why we make golf balls for all levels of players.”
