“Golf is a game whose aim is to hit a very small ball into an even smaller hole, with weapons singularly ill-designed for the purpose.” – Winston Churchill
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Oh, if only Winston could see how far those ill-designed weapons have come. He’d be shocked to see what the golf equipment architects have up their sleeves for the coming year.
The marketing machinery is finely tuned and rolling. As retailers begin to digest it all and assess where all the new clubs, balls, bags, carts and accessories fit into their sales plan for next season, golfers will try to sort out where to get the best bang for their buck.
Last year at this time the golf business was in a bit of a tizzy, albeit in a good-for-business way. Tee times remained a hot ticket, courses were adding to membership waiting lists for the next year, and manufacturers, suppliers and retailers were still scrambling to fill orders.
That surge, by all accounts, carried through to this year. And while some semblance of order gradually prevailed, 2022 has been another busy year for an industry that hasn’t always enjoyed such lofty status.
For Justin O’Leary, head professional at Cedar Brae Golf Club in Toronto, ON, improved supply delivery in 2022 helped his shop have a banner year. He sees the momentum carrying forward to next year.
“It’s been a tremendous year for club sales,” O’Leary says. “Overall, suppliers have been able to improve their delivery times. I would say that delivery times are still a little slower than in 2019, but much better than 2020 and 2021.” He attributes some of the sales success to weekly fittings with various manufacturers, and to having three TrackMan simulators onsite. “I am expecting 2023 to be another successful year barring any crazy COVID outbreaks”, he adds.
The news is also good at Carrying Place Golf & Country Club in King, ON, says General Manager Rich Morel. Shop revenue is up, food and beverage revenue has surpassed expectations, and membership demand has been exceptional, with the intermediate waiting list now exceeding 150. Since 2019, Carrying Place’s equity price has increased fivefold.
Like O’Leary, Morel attributes some of the shop’s success to improved supply delivery. “Lead times for product have been better throughout most of the year, allowing members to get the new gear in their hands much quicker than the last two years.”
And so, as shops look to keep sales rolling, let’s see what’s in store for 2023.
TaylorMade’s new Hi-Toe 3 wedge is the Swiss Army knife of wedges. The taller toe area is engineered to create better spin and launch results, while the added weight pad in the toe helps to minimize loss of ball speed and distance on shots hit closer to the toe. Kalea Premium women’s clubs, available in every club from driver to putter and as a full set, are engineered for speed, easy launch and forgiveness. The P·790 irons with their ‘intelligent’ sweet spot will again be big news, as will the Stealth UDI driving iron, and TP5 and Tour Response balls.
The Cleveland CBX ZipCore wedge is ideal for the average player who wants a great looking wedge that offers spin, control and forgiveness. The ZipCore is targeted to golfers who play game-improvement irons and could benefit from a cavity-back wedge. A hollow chamber near the heel, added weight in the toe, sharper and deeper grooves, a Spinner shaft, and a vibration-dampening insert are among the many design features that put the ZipCore at the head of the game-improvement category. It’s also available in a 44-degree model for players who want every wedge in their bag to be a CBX ZipCore.
Mizuno’s JPX923 family features five unique iron models that provide options for players of all levels. The forged JPX923 Tour has a copper underlay for smooth impact, a new V-Chassis to control vibration, a narrower top line and sole, and a shallow cavity. The JPX923 Forged is a midsize cavity-back that incorporates Chromoly Forging, a milling slot in the 4- to 7-iron that extends wider to heel and toe. The JPX923 Hot Metal, JPX923 Hot Metal Pro and JPX923 Hot Metal HL all feature the new Nickel Chromoly, which enables a high-energy, thinner clubface.
Just when it seems ECCO has hit its stride, they make our walking experience even better. The BIOM C4is built for extreme comfort, stability, durability and breathability, starting with the patented Natural Motion technology, which gives it an immediate lived-in feel. Large angled openings direct air ventilation to the sole of the foot, while allowing heat and moisture to escape. Cooling is complemented by a GORE-TEX membrane that fully encompasses the foot and provides 100 per cent waterproofing. A newly designed insole can be removed to accommodate wide feet without sacrificing comfort. Premium leather and an athletic look are icing on the cake.
Garmin continues to go the distance for innovative measurement devices. The wearable Approach S62, Approach S42 and Approach S12 fit different budgets and information needs. The fēnix 7S, 7X and 7 models, epix (Gen 2), and Venu Sq 2, besides having golf measurement capabilities, also have fitness-measuring and health-monitoring features. The handheld Approach G80 and Approach G30 offer many of Garmin’s GPS capabilities. The cutting-edge Approach Z82 is a laser rangefinder and GPS device rolled into one. The affordable Approach R10 launch monitor/simulator is a mini marvel that tracks metrics such as clubhead speed, ball speed, spin and launch angle.
Garmin Approach S62
The new Player Series R carry bag from Jones Sports is bound to appeal to traditionalists. It’s aesthetically pleasing in a single-strap, retro kind of way, yet more than modern in its construction given that the durable, water-resistant fabric is made from recycled single-use plastic bottles. The fabric is Jones’ most innovative, durable and water-resistant to date. The bag makes great use of every inch of space. Three pockets provide ample storage for enough necessities, while the increased mesh sleeve will accommodate larger water bottles. The re-enforced inner liner will withstand everything the walking golfer can throw at it.
Tour Edge has taken the Lock-On Alignment and extreme stability of the original Wingman and introduced the Exotics Wingman 700 Series putters. There are three mallet designs, with various hosel options to accommodate different putting strokes. They also feature interchangeable sole weights, carbon fibre sole plate and a grooved, thermoplastic polyurethane face insert. The Wingman 701 and 702 have the same head with a pair of extensions on the heel and toe wings that hold the sole weights. The 703 and 704 have a slightly smaller head minus the extensions of the 701 and 702. The 705 and 706 feature compact heads, with sole weights in the front.
Honma Golf, a name synonymous with unsurpassed golf club craftsmanship, is enjoying much success in Canada and worldwide. The hugely popular women’s line in the BERES Aizu line has been a runaway hit. Women’s club sales account for more than 50 per cent of Honma’s North American sales, testament to the company’s commitment to build products that deliver stunning performance for all levels of play. The heart of the women’s line, the BERES Aizu 3-Star series, is equipped with Honma’s made in Japan, ultra-lightweight ARMRQ shaft and crafted from the very finest materials and finishes. The finished product is equipment that is easy to swing and stands out from the crowd.
A new arrival in Canada is Motocaddy, whose award-winning electric golf trolleys are loaded with features, with everything — depending on the model — from easy bag attachment and folding, to fully integrated GPS, smartphone connectivity, downhill control, advanced braking, cable-free battery connection and automatic disconnection, and remote capability. Models include: the entry-level M1 DHC; sporty and powerful S1; the ‘Smart Cart’ M5 GPS DHC with its GPS and smartphone functions; the M7 REMOTE for a hands-free drive; and the M7 GPS, which adds GPS to all the features of the M7 REMOTE. Motocaddy’s bags — Pro-Series, Dry-Series and HydroFLEX— are specifically designed for their electric trolleys. The waterproof HydroFLEX stand bag can be easily converted to a cart bag.
With their new Pro X3, Bushnell take innovation and precision to a whole new level with what they call the ‘best performing laser rangefinder on earth.’ It delivers consistent yardage readings to within a yard of the flag at 600+ yards, and gives a JOLT when the pin is locked-in. A dual-display feature ensures crisp display readings regardless of whether it’s a sunny day or overcast. The Pro X3 is built to last, fully waterproof, and easily attaches to a cart.
Evnroll’s game-changing groove technology helps putts that aren’t hit squarely on the face to roll on their intended line and distance. The ER2B features a shorter, wider heel and toe weighted flange blade; the ER11vx offers extreme MOI contemporary in a full-sized mallet; and the ER ZERO blends five key putting technologies that virtually lock the putter face to the target line throughout the putting stroke.
Bettinardi’s INOVAI 6.0 putters feature a sleek and compact head beautifully constructed of stainless steel and military-grade aluminum, three unique neck options, and a newly designed face to get the ball rolling truer and faster. Their forged HLX 3.0 wedges are designed for the better player.
Women have been connecting with Nancy Lopez since her golfing heyday, and they continue to connect with her through Nancy Lopez Golf. The company continues to define the best way to go for women looking for high-performance equipment in one convenient package. Lopez offers a variety of 11-piece cart and stand bag package sets, which include a driver, fairway woods, hybrids, irons and putter.
Bridgestone balls are fit for . . . well, they’re fit for every golfer, regardless of skill level. The Tour B X and B XS are optimal for swing speeds over 105 mph, with the X targeted to players who want higher ball speed for maximum distance, and the XS for players wanting softer feel and maximum greenside spin. The Tour B RX and B RXS are for swing speeds under 105 mph.
The ’T’ in Titleist’s new TSR drivers could stand for tantalizing or technology-packed. There’s a model for everyone, including the TSR2, designed for players who make contact across the entire surface of the face. The TSR3 is for players who hit a more consistent impact spot. The 430cc TSR4 is a spin killer. It has two different spin reduction settings, improved aerodynamics and new face construction.
Since going Rogue a few years ago, the always innovative Callaway has enjoyed great success with the aptly named family of woods, hybrids and irons. The Rogue ST pushes the boundary for speed, distance and forgiveness. The new Apex 21 Black irons are forged beauties in a Black Plasma PVD finish.
Ping is probably most famous for their putters, but much of the buzz in recent years has been around their deep lineup of drivers and irons. Their new lineup of 2023 putters may shift some of that attention. The 10 models offer three different head constructions, four face options that provide different feel, and a range of alignment aid options.
Wilson has been the club of choice for many Major champions over the years, and the forged Staff Model CB irons recall the classic look of vintage Wilson blades. There’s enough technology — tungsten weighting and a cavity-back design — to help performance without overwhelming their stylish look.
