FIELDREPORT
This innovative approach is permitted by the design of the clubs themselves. XXIO equipment is aimed squarely at the slower swinger, “driver speeds under 75mph,” says Davis. The brand’s engineers have developed and harnessed a concept called ‘swing moment-of-inertia’, a measure of the club’s ability to enhance or hinder swing speed. By creating a slightly heavier head, along with a very light, flexible shaſt and grip, they’ve made each club work to increase the golfer’s ability to create the powerful wrist cock and later hit of the tour pro.
XXIO clubs offer no customising options and no adjustability, but in this sense they are pre- customised to the slow-swinger, hungry for more distance. It means no need for fitting carts, or stocking multiple incarnations of the same club. The demo club the golfer tries is the same as the one they’ll purchase.
“XXIO has traditionally been popular with
options will prove a deterrent for the golfer. “We’ve learned from looking at data that slower swingers are not as bothered about custom fit as better players. They are more bothered about
performance and distance. This is why the demo clubs are important.
Getting this product in the right person’s hands – getting them to see the performance improvement – is a massive step. It’s hard for any golfer to turn down 20 extra yards off the tee.”
In keeping with the brand’s theme of simplicity, the eighth-generation XXIO range is streamlined. There is one driver (with choice of regular or slightly stiffer shaft and 10.5 or 11.5º lofts) one fairway wood (15, 18 and 20º options) and three hybrids (19, 21 and 23º). There is one set of irons, available in graphite or steel, with strong lofts – the 7-iron is just 30º. The ladies’ range broadly echoes the men’s. Technologies are naturally aimed at boosting launch, power and forgiveness, with thin crowns, strong forgiveness and expanded
ladies and men who are getting older and seeking to recoup that 10-15 yards off the tee they’ve lost,” Davis continues. “The clubs were launched in the States 18 months ago, and 47% of the $3.5m of business they did was with ladies.”
Davis believes this stockless way of retailing holds further benefits. “Because all orders are taken through the microsite, the price is the price,” he reveals. “There are no discounts, and that preserves the very high margin we offer on XXIO product throughout its life-cycle. On a set of irons you can clear around £300, which is pretty much unheard of in hardware. We are not dealing with the High Street or the internet. “While the price is set, the pro can of course offer their own incentives – perhaps a free lesson or a dozen balls. There is also the potential for some promotions at certain times, perhaps towards the back end of a life cycle we might do a driver and a hybrid at half-price. But it wouldn’t be advertised, just a code for the retailer to use.”
Neither does Davis feel the lack of custom-fit SGBGOLF 15
sweetspots low in the face. For golfers confused or fatigued by the relentless marketing of custom-fit and adjustability options over the past decade, these clubs offer some welcome relief.
The brand aims to
enforce its high-end identity by working only with 50 selected retailers. Its original policy of approaching clubs in affluent areas, however, does not appear to have done them any favours; there are only 14 partners on board, with some areas of the UK, especially Scotland and Wales, totally unrepresented. “We’re making a massive effort to improve the
situation with our partner retailers,” Davis informs. “We can’t really crack on with any consumer marketing until we can get those 50 retailers on board, and the product is available for golfers across the UK to experience. “But we believe the situation will be remedied soon, as more people become aware of XXIO and what we can offer. For me, large and guaranteed margins on equipment certain to have a two-year life-cycle, for only £1,000 of investment, makes a compelling proposition. You don’t have to sell loads and loads to turn a decent profit. “There is also the fact that the average age of the club golfer in the UK has risen from 53 to 58. That’s not a great stat in itself, but it does suggest there are more and more golfers out there who would really feel the benefit of XXIO clubs and technology.”
www.xxiostore.co.uk
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