Yet with all the technology and the benefits, a majority of golfers still purchase drivers, fairway woods and irons off the rack, according to the study. But that may be changing. America's largest golf retailer saw more than a 30% rise in custom fit club sales in 2010.
"Our industry – retailers, manufacturers and teaching pros -- can all leverage these findings to educate golfers on the benefits of custom fitting and help them enjoy the game of golf more than ever before," said Matt Corey, Golfsmith Chief Marketing Officer. "Custom fitting is one of our fastest growing categories and this study will certainly provide our industry with the opportunity to drive more sales and inspire golfers to play better through custom fitting."
Some of the study's initial findings are being reported in the February issue of GOLF Magazine. The Sports Illustrated Golf Group, the No. 1 media brand in Golf, and Golfsmith, the largest specialty golf retailer in the U.S., commissioned noted consumer research analysts the Sports & Leisure Research Group for this unprecedented study.
"Over the past 18 months, the Sports Illustrated Golf Group has launched several initiatives targeted to the millions of golfers who love the sport. This includes our See-Try-Buy equipment editorial program which was extremely popular among our readers," said Dick Raskopf, Publisher, SI Golf Group. "This year we partnered with Golfsmith and Sports & Leisure Research Group to conduct an unprecedented examination of the relationship between golfers and their equipment and the results were eye-opening."For an in depth look at research results visit: www.customfityourgame.com * $2.5 billion was spent on golf equipment in 2009 according to Sporting Goods Manufacturer's Association. SPORTS AND LEISURE RESEARCH GROUP is a full service marketing research consultancy that combines an acute knowledge of the sports, travel and leisure markets with a classically trained approach to action oriented marketing research. A unique agency tapping into the expertise of three former national Marketing Research Association (MRA) Presidents and a collective 100+ years of market experience, SLRG focuses on a thorough understanding of market dynamics through cutting edge research and measurement methodologies and then leverage these findings into actionable strategies. The firm's clients include leading national sports leagues, governing bodies, media brands, sponsors and advertisers as well as consumer brands and their agencies. The SI Golf Group, the most powerful media company in the game, consists of the combined resources of GOLF Magazine, SI Golf Plus (the No. 1 golf weekly publication) and GOLF.com (the highest-trafficked golf website), delivering to a monthly audience of over 12 million avid golfers and fans. The magazine, delivers a monthly circulation of 1.4 million golf enthusiast and a readership of nearly 6 million, provides the best instruction, equipment reviews, and travel coverage in the category. golf magazine is published by Time Inc., which is a wholly owned subsidiary of Time Warner Inc. About Golfsmith -Golfsmith International Holdings, Inc. (Nasdaq: GOLF), is a 43-year-old specialty retailer of golf and tennis equipment, apparel and accessories. The company operates as an integrated multi-channel retailer, offering its customers the convenience of shopping in its 76 stores across the United States, through its web site at golfsmith.com and from its assortment of catalogs. Golfsmith offers an extensive product selection that features premier branded merchandise, as well as its proprietary products, clubmaking components and pre-owned clubs. Visit www.Golfsmith.com. SOURCE Sports Illustrated Golf Group