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Golf: Best Ball Bargain – Better Believe It

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Contributor:
Stan Sutherland
Stan Sutherland
Back in May 03 I wrote, "Best Golf Ball – So who’s Snell?" and now Michael Croley of Bloomberg News confirms the times, they are a’ changing when he writes, “The Disruption of the Golf Ball Market Is in Full Swing”
 
Say that again about Snell
Michael writes, “It wasn’t what (Dean) Snell envisioned when he decided to start his own company. He’d been an engineer in the golf-ball business for 25 years—first with Titleist and then with TaylorMade Golf Co., where he worked with such pros as Dustin Johnson and Jason Day and was instrumental in developing the Tour Preferred line. His name is on dozens of patents, including one for the original Titleist Pro V1, the most popular ball on the tour. (Gary Woodland played with it for his U.S. Open victory in June; Brooks Koepka used the Pro V1x when he won this year’s PGA Championship.)
 
Savings with Snell
We are told, “His premium ball would have the performance characteristics of market leaders while passing the savings back to the consumer. The base rate for a 12-pack of Snell’s new MTB-Xs is $33; a dozen Pro V1s cost $52.”
 
Not so small a market
"Snell Golf is among a handful of companies that have disrupted the golf-ball market—valued by Golf Datatech at $420 million out of a total $5 billion golf-equipment industry—by following a direct-to-consumer model that rewards volume shoppers. Vice Golf was started by a pair of German lawyers who met while surfing. “We weren’t the typical golfers coming at this wanting to turn our favorite sport into a business,” says co-founder Ingo Düllman. 
 
Michael also notes, “Instead, after seeing the success of Dollar Shave Club, Harry’s, and other consumer brands, they set out to give golf-ball marketing a makeover with cheeky commercials you’d expect from Old Spice or Geico.Vice sells a dozen balls for anywhere from $34 down to $11,
if you buy in bulk. They come in lime green, neon red, and traditional white, or you can mix and match all three.” 
 
Links to my blog of May 03 and Michael Croley 
 
Quote of the Day
“Even though most golfers determine their brand loyalty by how far the ball goes, Snell believes a better test is to start 125 yards from the green and then work your way in, because that’s where you take most shots. After you’ve found a ball you like, he says, use it when you’re looking for a new driver, which is the opposite of how most golfers shop.” - Dean Snell
 
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