of Delaware Callaway Golf India Private Ltd. of the Republic of Cyprus Callaway Golf Malaysia Sdn. of Australia Callaway Golf Ball Operations Inc. Ltd., both of China Callaway Golf South Pacific Pty Ltd. and Callaway Golf (Guangzhou) Technology Service Co. Ltd., both of the United Kingdom Callaway Golf (Germany) GmbH Callaway Golf Kabushiki Kaisha of Japan Callaway Golf Korea Ltd. and Callaway Golf International Sales Co., both of California Callaway Golf Canada Ltd. ItвЂ™s an important thing for people to learn.They are Callaway Golf Interactive Inc. HoganвЂ™s mission of creating great, premium quality golf equipment.

вЂњWeвЂ™re still dedicated and committed to Mr. вЂњItвЂ™s about educating people about how we do business, how itвЂ™s different and how we believe itвЂ™s better,вЂќ he adds. вЂњBut about half of our marketing budget is what we call вЂbrand.вЂ™ ThatвЂ™s very specific to a model or a specific club,вЂќ says White. One, is we need to tell people about our products and new products weвЂ™re launching. вЂњOur marketing team kind of divides our messaging into two buckets. While its overhead is limited, marketing is still a crucial investment for a business thatвЂ™s still in the early days of not only its comeback, but its new business model. But the companyвЂ™s front door is its website. You go on your own range or own golf course and compare the equipment to whatвЂ™s in your own bag.вЂќД«en Hogan Golf Equipment is based in a small and fairly non-descript building in Fort Worth, Texas. You keep it for a couple of weeks as opposed to taking four or five swings. вЂњThis is a much more intimate and, we think, meaningful way to try golf equipment. вЂњMany people want to check out equipment in the privacy of their own home, on their own range, and avoid the crowds at the demo days and the вЂball-beaterвЂ™ conventions,вЂќ White said. comparable equipment sold at sporting goods or off-course golf retail stores. The VKTR+ hybrids recently released by Ben Hogan, which sells clubs for 40% to 50% less than. The companyвЂ™s demo program has been well-received, but the added hurdle now is being able to make the product available for trials вЂ“ both because of strong sales and limited supply. How do they look and feel? Because Ben Hogan clubs wonвЂ™t be found in stores like DICKвЂ™S, Golf Galaxy or PGA Tour Superstore, the challenge is to get clubs in golfersвЂ™ hands. Still, the challenge for a product as deeply personal as golf clubs is providing that tactile component. The value proposition of what we are doing is a no-brainer for these smart young people.вЂќ for about half the price of comparable competitive equipment sold through a retail store. Then they realize that they can buy extremely high-quality forged irons, wedges, drivers, etc. вЂњThey read our website and the positive reviews, and look at social media testimonials. вЂњThey use the internet as their primary source of information about new products,вЂќ explains White. While perhaps not intuitive for some, itвЂ™s notable that the 6.1 million golfers in the 18-34 age group is the largest participant base of any age cohort, according to the National Golf Foundation.

The second-largest customer group initially came as a bit of a surprise for White: internet savvy golfers in their 20s and 30s. For many, the Hogan name was the first they used. There are the older, well-to-do golfers, mostly male, who played the brand when they were younger. The customer base for Ben Hogan Golf Equipment is an interesting mix. Ben HoganвЂ™s latest seven-club set of irons sells for $785 while its combo sets that include its newest irons paired with new UiHi utility irons or its VKTR+ hybrids are priced at $785 or $815. With no salesforce or Tour endorsers, a limited advertising and marketing budget, and no retail mark-up, the company is able to provide clubs for 40% to 50% less than comparable equipment sold at sporting goods or off-course golf retail stores. вЂњIt was pretty eye opening for us in terms of proving the validity of our business model,вЂќ said CEO Scott White.Д«y eschewing traditional retail channels, Ben Hogan Golf Equipment is able to keep its price structure relatively low. With some golf stores closed and many consumers indicating a reluctance to go into physical retail locations, it was a banner month for Ben Hogan as an increasing number of golfers actively searched for clubs online. Fueled by its socially-distant, direct-to-consumer model, the Ben Hogan Golf Equipment Company celebrated its best sales month since the brand relaunched in 2016.

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