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Home MAKING A DIFFERENCE:

Innovation is the hallmark towards driving product differentiation. It doesn’t matter what industry it applies to. Today’s smart phones, for example, now feature third party applications. Once upon a time, a phone was expected to be what else, but a phone. In some instances, being simply a phone isn’t enough to capture the attention of a growing, sophisticated end user.
Technology is the lifeblood for golf equipment sales too. In recent years the marketplace has appeared somewhat overcrowded. Perhaps the onset of a global recession has played a part in influencing this. The USGA has also lent a helping hand, not with the recession that is.
When it was announced that 460cc was the acceptable limit for driver heads, manufacturers quickly raced to meet the tolerance. The same thing happened when it declared .830 was the line in the sand for the Coefficient of Restitution (COR), which eventually morphed into Characteristic Time (CT). It became standard operating procedure in every press release issued for a new driver to draw attention that it possessed the legal limit under the rules of golf. In a sense, agree or disagree, the USGA updated rulings quickly became an R&D, engineering direction as well as a sales tool.
Optimization, lead in part by manufacturers and validated by Tour players has become the next leg towards driving innovation. No two players are alike and customized fittings have uncovered meaningful opportunities to enhance players’ skill sets. Adjustability has become an offshoot of customization as manufacturers have developed ways for drivers and fairway woods to be manipulated, in somewhat of a plug and play application, to complement any players’ potential needs. However, there are plenty of good products that compete in all of these spaces, which can blur the lines when it comes to marketing messages.
While the squeaky wheel gets the grease, the frequency and volume of the big brand names in the equipment category often dominate the airwaves with their messaging. Finding a game changer in clubs these days is harder to find even though there are wealth of very products available. Standing out from the crowd has its benefits. Getting the attention is another matter.
Recently Henry-Griffitts, a 27-year-old custom-clubfitting company, announced the introduction of its Praxis Fairway Wood Series. “We are very excited to tell this story,” said Randall Henry, H-G's President. The product is unique for a few reasons. To start with each model isn’t made until someone has been fitted, which implies that no two models are exactly alike. “We build specifically and exactly for the player,” Henry explained. “We are not about the quick sale.”
But aside from the process, one point of difference, is the actual product itself. The lie of the Praxis Fairway Wood Series is adjustable from 3 degrees up to 3 degrees flat and the face angle is adjustable from 3 degrees open to 3 degrees closed. “The new fairway woods are dynamic,” said Henry. “They are easy to hit and go a long way. That can be a tough combo to find since often times you have to give up one to get the other. We are able to do it through adjustability and out custom fitting,” he said. “We have 28 years of a quality reputation and doing things the right way,” he said. "When you match Praxis fairway heads up with the correct lie angle, face angle, shaft length, shaft flex and weight-with the help of your HG Certified Teacher-there will be no way to beat them," Henry said. "Golfers will love the new looks, the feel, the sound and especially the results."