“Many people want to check out equipment in the privacy of their own home, on their own range, and avoid the crowds at the demo days and the ‘ball-beater’ conventions,” White said. comparable equipment sold at sporting goods or off-course golf retail stores. The VKTR+ hybrids recently released by Ben Hogan, which sells clubs for 40% to 50% less than. The company’s demo program has been well-received, but the added hurdle now is being able to make the product available for trials – both because of strong sales and limited supply. How do they look and feel? Because Ben Hogan clubs won’t be found in stores like DICK’S, Golf Galaxy or PGA Tour Superstore, the challenge is to get clubs in golfers’ hands. Still, the challenge for a product as deeply personal as golf clubs is providing that tactile component. The value proposition of what we are doing is a no-brainer for these smart young people.” for about half the price of comparable competitive equipment sold through a retail store. Then they realize that they can buy extremely high-quality forged irons, wedges, drivers, etc. “They read our website and the positive reviews, and look at social media testimonials. “They use the internet as their primary source of information about new products,” explains White. While perhaps not intuitive for some, it’s notable that the 6.1 million golfers in the 18-34 age group is the largest participant base of any age cohort, according to the National Golf Foundation. The second-largest customer group initially came as a bit of a surprise for White: internet savvy golfers in their 20s and 30s. For many, the Hogan name was the first they used.
There are the older, well-to-do golfers, mostly male, who played the brand when they were younger. The customer base for Ben Hogan Golf Equipment is an interesting mix.
Ben Hogan’s latest seven-club set of irons sells for $785 while its combo sets that include its newest irons paired with new UiHi utility irons or its VKTR+ hybrids are priced at $785 or $815. With no salesforce or Tour endorsers, a limited advertising and marketing budget, and no retail mark-up, the company is able to provide clubs for 40% to 50% less than comparable equipment sold at sporting goods or off-course golf retail stores. “It was pretty eye opening for us in terms of proving the validity of our business model,” said CEO Scott White.īy eschewing traditional retail channels, Ben Hogan Golf Equipment is able to keep its price structure relatively low. With some golf stores closed and many consumers indicating a reluctance to go into physical retail locations, it was a banner month for Ben Hogan as an increasing number of golfers actively searched for clubs online. Fueled by its socially-distant, direct-to-consumer model, the Ben Hogan Golf Equipment Company celebrated its best sales month since the brand relaunched in 2016.
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