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Golf Industry Insights
The time and effort for due diligence prior to the launch of Prescription Putting has provided a number of insights to the golf industry. The following are some of the things that we learned and ones that help shape what we do here at Prescription Putting. Over the last year, we have made an effort to learn the ins and outs and the pitfalls of this industry. The first caution was in the form of a joke. "Do you know how to make a small fortune in the golf industry?" The answer: "Start with a big one!" Here are some of the facts. There are more golf courses than ten years ago. There are no more golfers than ten years ago. There are fewer rounds of golf played than ten years ago. The same number of golf clubs are sold each year. Therefore the battle is for market share. The profitability increase is related only to increase price of the club, i.e. cost of the drivers and putters up to $1000.00. The industry is marketing (not market) driven. New technology that makes a difference is not as frequent as advertised. New technology does not always have foundation in fact. New technology has little or no effect in reducing the average golf score over the years. New technology may not have the benefit that is advertised. The larger driver head has no larger sweet spot, just larger hitting area. There can only be one optimal area by definition. Independent testing is rarely permitted or publicized by companies. Testing results always have the company's bias. New technology is rapidly copied by other companies, majors and minors. Metal woods. Ping Anser? putters. Ping? perimeter weighted irons. Shafts changed from wood to metal to composites. The secondary industry for knock off clubs is rampant, in spite of legal challenges. The battle for market share is fierce. The industry focuses on market share battles; not necessarily technology. The industry is marketing driven with little scientific foundation. Tour professional's endorsement sells the club. A tour player winning one of the majors with use of club, sells the club. Most of the designs are similar. See 14 a, b, c above. Most of the manufacturing is done by suppliers. Most of the manufacturing is done off shore. The retail industry depends upon the major companies to drive the market to them for taking the order. The golf course professional expects the same marketing driven customer. Retailers are rarely more than order takers. The truly educational sale is almost non existent. AT PRESCRIPTION PUTTING, WE DO IT DIFFERENT. First and foremost: Made in U.S.A. assures attention to detail and confidence. Second: Independent Testing. We want the truth. Don't you? Third: Provide new performance driven, confirmed club designs. Fourth: Enhance golfer's psychomotor skills. Fifth: Bring enjoyment and success to our customer. Prescription Putting was founded by Lanny L. Johnson, M.D. Dr. Johnson is an internationally recognized orthopedic surgeon, one of the pioneers in arthroscopic surgery. He is an inventor, holding over 40 U.S. and foreign patents related to surgery. The most notable was the co-invention of the motorized instrumentation used daily world wide, even now, more than 30 years later. The longevity of this invention is unprecedented in surgery.
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