I’m 79 years previous. I’ve white hair. I’m moderately match and in fine condition
regardless of all of the insults of previous age. I play 18 holes of golf 2-3 occasions per week. I
journey extensively to play golf and have performed nicely over 600 programs in all 50
states and 7 international locations. My handicap is 12. Am I atypical? Perhaps only a
little. So who sells me golf golf equipment?
I repeatedly watch golf tournaments on tv, paying explicit consideration to
not simply the golf, however the advertisements from corporations who make golf gear. Taylormade,
PXG, Ping, Callaway, Titleist, Srixon, Nike, Cleveland, Skechers, Footjoy, and
different golf manufacturing corporations constantly bombard us with promotions
for his or her new drivers, irons, wedges, balls, footwear and new every part that can
completely add distance to your each shot. Who’re the actors in these advertisements?
I’ve but to see anybody, male or feminine within the 60-80 year-old vary. I actually
have by no means seen anybody who appears like me in a golf advert to advertise something.
A lot of the actors are males within the 25-35 year-old vary with ladies averaging
in all probability 5 years youthful. On the identical time, many of the non-golf advertisements on TV
immediately goal the older inhabitants, promoting medicine, insurance coverage and costly vehicles.
However who has each the time and the disposable earnings to spend on golf? Me!
And the hundreds of thousands like me, women and men, who’re largely ignored by the
advertising and marketing campaigns of virtually each golf firm. Who does extensively
goal our group: golf retirement/lively residing communities. Billions are spent
yearly by those that have the wherewithal to afford residing in gated golf
centric communities catering to the wealthy AND aged. As do the MILLIONS of
older each day public course gamers who repeatedly purchase new gear to enhance
their video games. So why don’t these corporations promote their merchandise to senior
golfers? Are they afraid that by making their stuff look appropriate for geezers they
will lose the attraction they search to youthful golfers? Why don’t they equally search
the eye of each markets?
Are there any corporations that see the large financial worth in catering to the
older, well-heeled inhabitants? I used to be just lately very impressed to be taught that PXG,
which has a retailer in Orlando, sends a staff of Grasp Fitters each weekend for
“demo days” at The Villages, a conglomeration of over 100,000 senior residents
residing in organized communities about 40 miles north of Orlando. The Villages
has about 50 golf programs of 1 type or one other. That’s A LOT of older golfers
who’re thinking about getting correctly match for and shopping for golf equipment and PXG golf equipment are
not cheap. I requested Megan Munneke, Public Relations Coordinator for PXG
about particular golf equipment for ladies, since some corporations, like PING, Callaway,
Srixon, Taylromade, Wilson, Mizuno and different lesser identified manufacturers make units
particularly for ladies. “On the ladies’s aspect, PXG doesn’t manufacture golf equipment
based mostly on gender”, says Munneke, “All of our golf equipment are engineered to be
custom-built to the precise specs of the person participant, making certain the
absolute best efficiency and match.” PXG Grasp Fitter Jake Holinda says, “PXG
makes such a large assortment of membership heads and maintains such a big
choice of shafts that their golf equipment will be match to anybody, both intercourse, any age,
no matter their expertise or even when they’re new to golf.” There’s quite a bit to be mentioned
for that advertising and marketing technique, one which I’m not conscious of being duplicated by any
different firm. PXG can also be distinctive in that it solely sells on to the patron,
doesn’t carry every other membership head manufacturers and has its personal shops and membership
becoming facilities in main cities throughout the USA.
From a purely private perspective and full disclosure, I’ve used PXG golf equipment
for a number of years now. I stumbled onto them in 100 diploma climate at a course
that was having a PXG “demo day” close to Portland, Oregon. I couldn’t resist
making an attempt out their irons, even when I had simply sweated by way of 18 holes. The rep was
sitting within the shade of a tent, dying from the warmth and from boredom, with no
takers. He set me up in entrance of a Trackman and on my first swing with a 7-iron,
I used to be hooked. The membership had a clean, flowing really feel and the ball got here off the
cast head like a rocket launched from butter. Since then there have been a
newer iterations which have made every set smoother, longer and simpler to hit.
Transitioning from the Gen 6 fashions to the Gen 8, I’ve gained 15 yards on my 7-
iron distance, nearly taking me again to after I was a younger lad. The PXG
Grasp Membership Fitters have completed a wonderful job of fastidiously making certain I get the
finest membership heads (which have particular person weighting choices) and shafts for my
swing, offering essentially the most distance and least dispersion.
Bob Parsons, PXG’s founder and CEO, relating to PXG’s advertising and marketing to senior
golfers, actually says it finest. “Our problem is to keep up and develop pleasure
amongst those that play our merchandise, and we accomplish that by doing precisely
what we’ve completed over the previous 10 years – creating the very best gear cash
can purchase, providing the very best becoming expertise and, whereas others are shifting away
from in-person gross sales, we’re doubling down on our face-to-face and direct-toconsumer expertise.”
Mike Nicollette, PXG Senior Director of Irons Analysis and Growth, says:
“Whereas components like pace, mobility, and consistency might change over time,
that’s precisely why {custom} becoming is so vital. Our fitters are educated to
consider your swing and construct gear tailor-made particularly to you—so that you’re
set as much as carry out at your private finest. PXG doesn’t particularly goal senior
golfers—we concentrate on engineering gear for all gamers. We don’t assume
capability based mostly on age. Whether or not you’re 25 or 75, the purpose is similar: to get you
into the absolute best setup so you possibly can benefit from the sport much more.”
A number of golf gear manufacturers have prominently featured seniors of their Golf
Channel commercials, usually utilizing legendary gamers from the PGA
Champions Tour to bridge the hole between excessive efficiency and ease of use.
Tour Edge: Their “Bo Is aware of” and “Make It Simpler” campaigns are staples on the
Golf Channel. These advertisements characteristic sports activities icon Bo Jackson alongside senior professionals
like Bernhard Langer, Mike Weir, and Scott McCarron to advertise the Scorching
Launch and Exotics strains as extremely forgiving for gamers with reasonable swing
speeds.
XXIO: Recognized for light-weight design, XXIO continuously runs segments and
commercials particularly concentrating on seniors. On the 2026 PGA Present, they
showcased how their newest gear is engineered to assist senior golfers preserve
distance.
PXG (Parsons Xtreme Golf): PXG’s “Black Ops Irons Problem” commercials
usually characteristic senior workers members like Mike Nicolette. The advertisements problem golfers
to check their present irons towards PXG’s.
Mizuno: Whereas historically related to elite ball-strikers, Mizuno has
expanded its outreach by that includes senior golfers in sponsored content material.
Providers and Retailers
GOLFTEC: Their industrial campaigns, which air continuously on the Golf
Channel, usually characteristic older “The Guys” segments the place senior-aged golfers
work with coaches to seek out the fitting gear to “outperform their buddies”.
PGA Tour Superstore: Their “Golf Gear Report” contains testing insights on how
new drivers and irons carry out for varied participant demographics, together with
seniors.
BRIDGESTONE advertises balls for golfers with slower swing speeds, clearly
aimed toward older golfers and girls
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