[Shin Du-cheol's Orlando Visit] "The 2020 Keyword is Detail"... What is the End of Evolution?

2020 PGA Merchandise Show "Competing on Details Like Design, Aerodynamics Technology, and Impact Sound"

Orange County Convention Center in Orlando, Florida, USA, where the PGA Merchandise Show is held.

"The keyword is Detail."

Every January, golf equipment companies from around the world gather in Orlando, Florida, USA. The PGA Merchandise Show held at the Orange County Convention Center is the largest golf equipment expo on the planet. Manufacturers showcase new models, observe trends for the year, and industry insiders come together to communicate, creating a market-like atmosphere. This year as well, more than 1,200 companies from 80 countries poured out innovative products.

A Korean TV program called "There Are No Bad Dogs in the World" suddenly came to mind. It tells that all problems with dogs are not due to their innate nature but are created by their owners and environment. Golf clubs are similar. Material development, such as evolving from wood to metal and titanium, has already reached its limits, and now there is little difference in technology. Ultimately, the 'best club' is born depending on brand power, capital, and marketing ability.

In 2020, the 'detail competition' in the driver market is the news. First, Ping, which is recording the highest growth rate in Korea, focuses on the Creased Crown design. After creating a sensation with the G400 three years ago, it established a dominant position with the next versions G400 Max and last year’s G410. Callaway responded with the Mavrik, the successor to the Rogue. The Jailbreak technology is standard, and it added a Flash Face created by artificial intelligence (AI).

Every January, golf equipment companies from around the world gather at the PGA Merchandise Show.

Cobra’s progress is interesting. Thanks to the performance of affiliated pros like Rickie Fowler, it is quite popular in the U.S. The King Speedzone especially draws attention with its milling head face that covers the entire head. The clear hitting sound that golfers love is also attractive. TaylorMade’s absence for two consecutive years is regrettable. Fortunately, I had the chance to test the 2020 version SIM (Shape in Motion) at a nearby golf shop. They boasted, "By modifying the crown, the head speed has increased."

The golf ball market is still dominated by Titleist. Recently, many golf ball patents have been released, and competitors are challenging with price competitiveness, but it seems difficult to break their market share. These days, they are expanding into the apparel business by adding the DNA of their parent company, Fila. Bridgestone is pursuing a chase with 'Tiger marketing,' and Callaway is joining the fray. Volvik introduced a triple-coated ball incorporating nano technology.

It is worth noting that the share of simulation golf is increasing in the U.S. Golfzon is already generating three times the sales. The younger generation familiar with IT has started to show interest, and due to the time constraints of field golf and increasingly unpredictable weather, the scale is expected to grow. The U.S. National Golf Foundation (NGF) released a report stating that golfers under 34 years old account for 35% of the total golf population of 24 million. The steady influx of young players is welcome.