Cover story
names had them on the market, for example. “Lynx sat comfortably at the top end of the
market for over 20 years and we intend for it to sit back there again. There is still a strong affinity for the brand and a high level of interest in the new range. We will be offering a full custom fit delivery service from our central Surrey based warehouse and service centre, and our aim is that it will be the best on offer,” says Walton. Yet possibly the biggest change comes
in the way that the brand is going to be advertised, promoted and managed; hence the arrival of Rugby World Cup winners, Will Greenwood and Austin Healey. Both primarily known for their rugby prowess, they are in fact both very experienced club golfers – with Austin playing off a handicap of 2. And these men, with the help of BBC Formula One Sports presenter (and amateur golfer) Natalie Pinkham, are the new faces that have been chosen to put the Lynx clubs through their paces. Stephanie Zinser explains: “Will and Austin
are not just World Cup winning rugby players, they are successful in all the fields they undertake – whether as dance contestants, sporting commentators or venture capitalists (as Austin is, too). They don’t have to be pro golfers to have that nous and to demand the best from their golf clubs. “In a climate that is economically tense,
and even though we have ample funding, we personally felt it imprudent to spend hundreds of thousands of pounds (or more) sponsoring a world-class Tour player to advertise our clubs. We know they work. So did Fred Couples and Ernie Els. This has nothing to do with not respecting the advertising magnitude that these sporting geniuses have, or anything to do with cost cutting, but we feel there are better ways at present to spend those sums of money, and mostly for the benefit of our customers.” Lynx’s unconventional advertising method,
while supported by business prudence, is more importantly driven by another key
Pro Shop Europe September 2011
factor, Elford continues: “We recognised that precisely because Lynx has always been immensely popular among club golfers of all handicaps, we felt it important to seek the approval of the club golfer as this is who we have to satisfy with the performance of our products. This is why we have enlisted the help of some famous names who are more like you and I in terms of their golfing needs and expectations. We believe that the public might relate more easily to someone who is not a pro golfer, and understand, as we do, that Lynx clubs will assist their game and make it more successful and enjoyable.” Which brings us back to the DVD that
launches Lynx back on to the marketplace and which sits on the cover of this magazine. Natalie and the boys took the new Lynx clubs through their paces at Surrey’s Burhill Golf Club, and found that the Cat had not only come back out of the shadows, but had pounced back with an extra gleam in its eye. Watch the DVD for yourself, but the verdict was a resounding ‘yes’ from all three of them.” Natalie, a more occasional golfer than the
boys, was impressed with not just the feel and performance of her gleaming white Elegance clubs, but also the styling and look. This is another important element for the Lynx team, given the strong heritage that Lynx has had within the ladies’ market. “Lynx was always an incredibly strong
name in the women’s market,” says Walton, “and for good reason. Lynx didn’t just use a men’s shaft, cut-down and painted pink, and then call itself a ladies’ club. The Tigress G model achieved a 35% market share for many years, and under our stewardship this is going to continue.” Of the owners, Stephanie is the newest to
golf, having only learned to play in the last couple of years. “I think it’s useful that I have come into the industry with a completely different mind-set.” She was a top-flight journalist and author and before that an Investment Banker, before her involvement with Lynx. “I feel very strongly about what I
want to see in the women’s market. We will be designing not just great products for the way we play (lighter clubs, more flex and so on) but for the way we want to look when we play, too.” Lynx ladies’ clubs are going to be classier,
more modern in design, and yes – to have a bit of ‘bling’. “We’ve inherited the best names in our ranges, Elegance, Crystal, Tigress, but watch this space, because we have a brand new ladies’ product coming out soon. You will know a Lynx lady on the golf course, she’ll not only play well but will look fabulous too.” While having a range that includes all
the old, great names like Parallax, Predator, Black Cat on the men’s side and Elegance, Tigress and Crystal on the ladies’, the Cat’s owners have not ignored the fact that even great quality, cool looking, well priced clubs will not sell unless there is an economic incentive for the retailer as well – especially in a difficult economic climate. “Pricing for the customer and the retailer
are of equal importance, and we have not forgotten the retailer in our restructuring,” explains Walton. “We don’t feel it’s fair that someone who invests in Lynx stock should be taking away minimum margins. We want to help the retailer make the sort of margins that give him comfort too and we have geared ours to be more consistent with what a retailer would typically make out of soft goods rather than screwing his margins into the floor. We intend to build a solid and loyal trading base and create a brand that gives everyone who touches it precisely what they want.” For more information on Lynx, call
00 44 (0) 1932 862474 or email lynxgolf@
btconnect.com Enquiries welcome from retailers, potential agents and distributors. See advertisement on page 31 for further details . Check out the Lynx video here: http://
www.youtube.com/watch?v=hrjHfwYaLu Y&feature=email
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