TECHNOLOGY 21 INNOVATION Cyclone Cleat: The Perfect Storm


Softspikes® recently enhanced their range with the newest version of the Cyclone cleat. Available in an exciting black/gold colour option, the new cleat features multi-material components with an ultra- advanced rotational design, envisioned to counteract undesirable forces at work during impact.


This cleat utilises the popular Fast Twist


thread, which is the market leader in fi xing systems.


The new Cyclone design is available with a suggested retail price of £8.99/€11.68. • For more information on Softspikes products visit www.softspikeseurope.com


STUDY


Softspikes’ study of ‘cleated golf shoes vs. cleatless golf shoes’


shows desire to educate consumer Softspikes recently announced the results from a traction study on cleated golf shoes vs. non-cleated golf shoes. The study, which was conducted at the Softspikes Advanced Research Center (ARC), promotes the “vast benefi ts of shoes featuring replaceable golf cleats vs. cleatless shoes in both wet and dry conditions”. Softspikes say they conducted the study to provide golfers, and golf


retailers alike, with a baseline for evaluating the best golf shoes on the market for traction by comparing today’s new cleatless shoe models versus traditional replaceable cleated golf shoes. Softspikes say that among the most telling facts resulting from the study, the Softspikes ARC determined that in wet conditions, new, out-of-the-box cleated shoes provided up to 70% more traction then new, out-of-the-box cleatless shoes, while holding traction up to 32% longer. Additionally, under dry test conditions, new, out-of-the-box shoes with replaceable cleats provided up to 51% more traction then new, out-of-the box cleatless shoes, while holding traction up to 34% longer. Softspikes say that after 20 rounds of golf, shoes featuring


replaceable cleats (with a fresh set of plastic cleats) maintained 100% of their original out-of-the-box traction in wet conditions, and 94% of their original traction in dry conditions. In contrast, cleatless shoes lost 26-28% of their original out-of-the-box traction in both dry and wet conditions.


“Although we based this study on just 5,000 steps, compared to


the more than 200,000 a golfer would normally take over 20 rounds, the results were quite eye-opening,” said Bob Burt, vice president, engineering and OEM development, Softspikes. “Out-of-the-box and new, cleatless golf shoes have 50-70% less traction than the shoes with golf cleats, and in just over three weeks of use the shoes lost another 25-28% of their traction capability. That’s a considerable loss of traction for new golf shoes.”


Burt adds, “It is important to note that these traction tests were performed in lab conditions, on a fl at surface with the compression applied directly at 90 degrees – the best possible condition for traction. Golf courses provide very few fl at stances and we believe the diff erences in lost traction on the course would be even greater given these factors, further favouring the traction benefi ts of cleated golf shoes.” * Editor’s note: This is not an independent study. However, these study results probably wouldn’t surprise golf trade retailers and pros. The study is indicative of the desire from those experts in cleat and sole unit design to emphasise the importance of traction and stability in the golf swing, at a time when there has been new brands of cleatless shoe being marketed strongly to consumers. To be fair and balanced, a number of those cleatless manufacturers sell the ‘summer golf’ asset of the shoe in good, rather than wet conditions. This study promotes a current need to advise and educate the customer to choose the right shoe for their needs and retailers can be at the centre of this.


Leading research …Continued from page 12 As is often the case, behind many numbers there is also a story that can


be used to create negative headlines – and get any sport in a spin. It is true – this number does exist in golf; but it exists in many aspects of sport and in society today. T ere is an issue with play frequency. T e number of avid golfers who play 52 times a year or more – or once a week or more – has fallen to only 453,000. T is is the lowest number of avid golfers recorded over the last decade. T e reason for this; time pressures, other work and commitments, as well as the length of time to play a golf course. Golf is competing for access to “leisure-time” against activities varying from going to the cinema, to gardening, to computer-gaming and to other sports – and also as a nation, people are working longer hours, and there is less leisure time available. T ere are responses being initiated by golf venues – which include


creating opportunities, and ensuring it is acceptable and appropriate, to play 9-hole golf rounds. Why should a round of golf be 18-holes and take over 4 hours? Two hours of sport in other activities is deemed almost extreme, and certainly, not possible in sports such as squash! Another good news story for golf is the situation with Rounds Played.


SPORTS MARKETING SURVEYS INC. have been monitoring Rounds Played at golf courses for over a decade. At most private members clubs, there is no method to record and validate the actual rounds played, and so the results are based on proprietary or commercial courses – of which over 200 provide their data to SPORTS MARKETING SURVEYS INC. Rounds played in 2011 were up 8% nationally on 2010 – with the


largest gains being made in the Midlands where growth was almost 14%. T is has to be taken into context with 2010 – where golf was restricted in January and December 2010 by snow. Rounds played in 2011 were the highest on average since 2005, and each quarter recorded average fi gures higher than each equivalent quarter back to and including 2007. However, this performance in terms of rounds is being continued in 2012. SPORTS MARKETING SURVEYS INC. will be publishing their offi cial report during April 2012, but the anecdotal evidence is that Rounds Played at the start of 2012 is up on 2011. Positive news! T is year is Olympic Year – London 2012 – has anyone heard this? T is is immediately preceded by the European 2012 football championships in Poland and the Ukraine. Golf courses need to prepare for this. T e 2008 Beijing Olympics coincided with the worst August in terms of weather for many years, but also 24-hour “red-button” Olympic coverage. Coverage in 2012 is likely to be even more comprehensive. T e 2008 Olympics resulted in 900,000 rounds of golf being lost to the UK – so golf courses need to prepare to be ‘destination choices’ for the London 2012 games and the Euros. Whether these are promotions to play 9-holes of golf followed by food-&-beer and an England football game, or for ladies or gents to come to the club for an event that is ‘football-free’ – the issue is golf courses and venues need to be prepared to create golfi ng opportunities during the 2012 summer of sport. Golf is in good health. T ere are some real opportunities for the sport.


Regular golfers were asked in December 2011 whether they intended to play more or less golf in 2012 than in 2011 – and 44% stated they would play more golf in 2012, and 55% said they would play the same amount. Overall, intentions to play – and hence, interest in the game – is high. So, when you hear the stories of the economy in trouble, David


Cameron concerned with pasty-taxes, or petrol-strikes, there is an inevitable feeling of concern and moroseness. However, the news for golf is positive. Also, like all predictions – coverage and discussions on a sport can become the reality and then impact on performance. It is time to tell people – golf is good, golf is growing, and golf is performing. With golf soon to be an Olympic sport, is this not a good time to be positive about the sport? • www.sportsmarketingsurveysinc.com


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