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Modest Tour Edge
Tour Edge gets a lot of press for being the “little golf company that could.” What seems to fascinate the media—as in this article in the Chicago Tribune—is that they continue to grow without paying Tour players to use their equipment:
According to Golf Datatech, a firm that monitors equipment sales, Tour Edge ranks in the top 10 in market share among companies for woods, hybrids, irons and putters. Its clubs are sold in more than 40 countries.
That might come as a surprise to some people since Tour Edge doesn’t have instant name recognition. Glod doesn’t believe in shelling out millions to top stars like Tiger Woods (Nike) and Phil Mickelson (Callaway Golf) to get them to use his clubs. Also, viewers won’t see ads for Tour Edge airing on tournament broadcasts; the company has a relatively modest advertising budget.
“Modest” may be the key word here. Tour Edge is a privately held company, so it faces none of the insane short term stockholder that have driven other companies into receivership. It can think smaller and work for the long term. It can afford to build product recognition and market share the old fashioned way—by building a better product.
I admire that sort of thinking.
BTW. The club in the Tour Edge ad above is the Bazooka GeoMax Driver It won a Silver Medal as a best value in the 2007 Golf Digest Hot List.
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Glad to see them doing well. The same could be said for a lot of boutique companies too, like Alpha and Nakashima, to name two.
Players sometimes miss out on some truly great equipment because of name recognition and ad saturation. Like it or not, advertising does work… when you see ads often enough those brands become etched in your subconcious.
Tough to compete with that.
Posted by Ken JL on 05/24
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