How the Change in Modern Culture Affect the Golf Equipment Industry

When the game was first played, golf equipment was extremely primitive, the shafts were made out of wood, the woods were actually wood, and the irons were so thin that today's best players are intimidated by them. As the game grew, however, the equipment evolved and eventually became what we see today. Since the technology surrounding golf and knowledge level of its players has changed, the golf equipment industry must adapt as well, causing their products to change drastically.

Golf technology has changed due to several changes in modern society. One of these changes is the increase in the use of technology in order to determine what kind of equipment to use. The invention of tools such as Trackman, a piece of equipment designed to measure specific details of someone's swing and its ball flight, has led equipment companies to change their approach to how they sell and produce clubs. According an author at Golf Digest, a prominent magazine in the golf world, in his article "TrackMan Says," claim that "average golfers can understand which [lofts for drivers] [work] better by getting on a launch monitor." But these tools are not only used by the average golfers, there are now services that help fit people for clubs in order to maximise their potential which has lead equipment manufacturers to offer some level of customization to their products, such as altering the lofts and lie angles.

Callaway Big Bertha OS Irons
Golf Digest

Additionally, this has changed the types of clubs offered by these companies. Because golfers are now more knowledgeable about their game, many golf companies have introduced multiple ranges of clubs which target different golfers with different skill levels. Examples of this are Callaway's new range of irons called the Big Bertha OS, which are known as game improvement irons, clubs which are targeted towards golfers with lower skills or older golfers who can no longer swing fast enough to hit the ball far. Additionally, Callaway also has a range of irons called the Apex Tour which are targeted towards better players.

Because golfers want to have clubs that best suit their game instead of being content with a standard type of club like they were in the past, golf equipment manufacturers had to adapt by providing new services and offering new and more types of products.