Across the board in sales of golf equipment, frequent use of the term “better players” is common, meaning only that specific clubs are geared towards players with higher skill levels.
However, the word “better” could be perceived as meaning preferred, not a choice connotation in a game in which so many players have mid-to-high handicaps and more moderate swing speeds.
The same holds true for the term “serious” golfers, one used by Titleist over the years, not to describe a particular group of golfers, but a mindset that many players, no matter what skill level they’re at, possess.
“Serious, in many ways, can be perceived as guys who you see on TV each week at a tour stop,” said Chad Cole, clubfitting/player development coordinator for Titleist. “The confusion certainly comes with the connotation of serious being exclusionary.”
“We’re trying to make it very clear with golfers who take the game seriously, who are looking to improve, who work hard on their games, take lessons, get fit for their golf clubs, that we have offerings within the product line now that will work with their specific ball speeds,” said Cole.
“The reality is that players who play at a club level aren’t blessed with those tour ball speeds and so, it’s important to have offerings that will be more realistic with the ball speeds that they have,” he added.
That’s why you will hear more and more about the Titleist moderate speed initiative for the multitudes of players who aren’t blessed with high swing speeds by providing suitable lofts and effective gapping for their individual games.
“When we’re talking about the driver with the 12 degree loft or the fairway with the 21 degree loft or the hybrid with the 27 degree loft, it’s to give those players a chance to create playable trajectories, to establish effective gapping from club to club,” said Cole.
“The moderate speed initiative offers up lofts that will complement that 130 to 110 driver ball speed range,” added Cole, suggesting another word that might fit this group of golfers.
“A good word would be aspirational. If we’re looking to create a mission statement for Titleist golf clubs, it’s to give the serious and aspirational players options that will help them enjoy the game, to give them options to make the game just a little bit easier,” he said.
With that comes a message that emphasizes the importance of the golf industry.
“It’s important to get fit, to have someone find the option that works best for you to make sure that every club within the bag is doing a job,” he said.
“For those players who are aspirational, they’re investing both their time and their money into their golf equipment, so the value that is added to the golf equipment comes from spending time with an expert to help make sure that when you’re making a purchase that the club is doing what it’s supposed to do.”