10 Apr /14

The Right Equipment

golf equipment marketStarting as a game of leisure for Scottish gentlemen, golf, as a sport and as a business, has morphed into something that few of the pioneers would’ve believed possible. In the United States alone, golf and golf-related business has become an $180 billion industry that is responsible for employing over 2 million people. Even when trimming away the ancillary items, the “pure” golf industry- equipment and services- accounts for approximately $70 billion in business. On the other side of the Atlantic, in Europe, golf adds a considerable $18 billion to the economy. While these numbers don’t factor in Asia, where most golf growth is occurring, golf is a global business and the Asian market will undoubtedly catch up quickly.

Though golf is an increasingly global and professional game (as are most sports), it still has been able to maintain its appeal to the amateur athlete. While most baseball fans don’t play baseball regularly and most football fans don’t play regularly, most golfers do. Since they play regularly, golfers are also more willing to invest in quality equipment, such as clubs, bags, balls, shoes, and apparel. Though their brand preferences may differ, their willingness to spend doesn’t- American, European, and Australian golfers spend an average of over $2,200 per golfer per year on their passion. In sheer numbers, this translates to over $2 billion spent on apparel and well over $4 billion spent on equipment ($3.5 billion in the US alone).

For any company, $6 billion is a lucrative number. In order to claim their share of the market, golf manufacturers will often rely on 3 techniques:

  • Endorsements- The quickest way to breed familiarity with a product, especially among occasional golfers, is when a product is endorsed by a successful, well-known golfer. Some prime examples are Rory McIlroy and Tiger Woods who endorse Nike, Paul Azinger and Tom Watson for Adams Golf, Phil Mickelson for Callaway Golf, and Bubba Watson who is endorsing Titleist and Ping.
  • Science- Instead of just saying your equipment is better, let the science prove to the consumer that it is better. Why is a carbon fiber shaft better and what are the benefits of a heavier golf club head?
  • Demonstration- While a professional endorsement and scientific engineering are good, nothing can replicate the experience of actually swinging the club and understanding (and feeling) the difference the correct club can make in your swing as well as your game.

Clearly, a lot goes into selecting the right golf equipment, and, as the numbers before have shown, consumers are willing to pay for top quality goods.

Still, there is one singular aspect that can easily derail the entire transaction: lack of communication. On the manufacturing end, considering that the majority of equipment and apparel is manufactured in China and Southeast Asia yet designed in Europe and North America, there is a need to ensure that strict production and quality standards are upheld. On the sales front, considering that golf is fastly becoming a more inclusive and global game, it is essential that companies/equipment manufacturers are meeting and connecting with potential buyers in as many languages as possible.

Whether golf is your business or pleasure, visit our website to learn about how EVS Translations can help you grow your business. EVS Translations is an international translation company with 7 offices around the globe and the leading provider for golf-related language services. Experienced native-speakers routinely translate marketing brochures, architectural plans for new course and club developments, and instructional manuals. Make your foreign players feel at home and book an escort interpreter for you next tournament here.
Or contact our US and UK office directly at:
Atlanta office: +1 404-523-5560 or send us an email: quoteusa(at)evs-translations.com.
Nottingham office: +44-115-9 64 42 or send us an email: quoteuk(at)evs-translations.com.