Golf Datatech Releases 2021 Mid-Year Report On U.S. Golf Retail Performance & Rounds Played

Exclusive Insights Indicate Retail Sales of Golf Equipment and Apparel are Strong, while Rounds Played May be Close to Peaking

Kissimmee, Fla., July 27, 2021 – Golf Datatech, LLC, the golf industry’s leading independent market research firm for retail sales, consumer and trade trends, today unveiled the 2021 Mid-Year U.S. Golf Retail Performance & Rounds Played Report, analyzing retail sales of golf equipment, golf apparel, and rounds played over the first six-months of 2021.

Due to the impacts of the pandemic on normal economic activity, making comparisons to 2020 doesn’t tell the whole story, so Golf Datatech’s analysis also compares the performance of the first six-months of 2021 with the same period in 2019, which was the last “normal” year prior to the worldwide impacts of
COVID-19.

Highlighting the report, Golf Datatech analysis indicates rounds played thru June 2021 were up nearly 23% vs. 2020 and high single digits vs. 2019.  During the same timeframe, golf equipment sales (balls, clubs, shoes, bags, gloves, distance devices) were up 78% compared to 2020 and 41% vs. 2019, while golf apparel is rebounding after a challenging 2020, up 68% vs. 2020 and 10% vs. 2019, reversing the negative trend it followed during the depths COVID-19.

“The question everyone was asking coming into 2021 was whether golf could continue to sustain its upward trajectory as the U.S. economy heated up and golfers had access to alternative activities,” said John Krzynowek, Partner at Golf Datatech. “However, through the first six-months of 2021 the results are very encouraging, as all segments of the golf economy continue to prosper, even in the face of supply issues, particularly for products made abroad. While manufacturers of golf balls, clubs, shoes, bags, have all struggled to meet demand and replenish drained product pipelines, much of the industry still remains in a hand-to-mouth struggle to ship product in a timely manner.”

Krzynowek adds, “Golf equipment sales had never reached $400 million in any single month prior to April of 2021, when retail sell-through totaled over $425 million, and now in June we’ve had the third consecutive month with sales above $400 million, so significant momentum continues in the equipment sector.”

In regard to apparel, COVID-19 was particularly hard on golf clothing manufacturers in 2020, as many Green Grass golf shops closed for extended periods of time, and once opened to the public they urged golfers not to linger, while dressing rooms were frequently closed, return policies were tightened (or not allowed at all), and people were encouraged not to touch/feel the merchandise. Additionally, many large resorts lost significant traffic from European and Asian visitors, and these customers would typically spend significantly on apparel.

As a result, coming off that difficult period, the bounce back in golf apparel sales through the first six months of the year has been particularly welcome news to battered apparel brands. After being mired in a negative position, the golf apparel category finally turned the corner during the first half of 2021, and the $552 million first half is the largest since Golf Datatech started tracking golf apparel sales, beating the previous high of $536 million from 2015.

Adds Krzynowek, “Combining equipment and apparel sales thru the on and off-course channels, total consumer demand in dollars for golf products were 66% higher than last year for the first six-months of 2021 and compared to 2019 sales are up 23%. At some point consumer demand for new products will have to slow down, however thus far it has held up very well to the pressures of the pandemic.”

2021 Mid-Year Rounds Played Analysis

In 1998, Golf Datatech undertook the task of creating the golf industry’s first monthly projections of rounds played by state and region around the country. The Company’s objective from day one was to provide accurate estimates of the health of golf by tracking rounds, which are the engine that drives almost every other aspect of the business. The company also receives support from the NGF (delivering course data) and WeatherTrends (weather data) in an effort to provide the industry with granular detail at the market level.

According to data compiled directly from golf course owners and operators, rounds of golf played through the first six-months of 2021, at public, private and resort courses nationwide, were up 23%, and compared to 2019 they remain up in the high single digits.   However, June 2021 data showed a very small improvement (+0.4%) in rounds vs. the same month last year, suggesting the tsunami in rounds might finally be slowing, and comparisons to 2020 will become increasingly hard to beat.  Tee time capacity at golf courses has not increased significantly, if at all, from a year ago, and 2020 was a summer of excellent weather with minimal precipitation and relatively mild temperatures across much of the nation, making for difficult comps.

“It will prove difficult for rounds to stay on pace with last year over the last six months of the year, but if we can stay within a few percentage points of the 2020 levels it would be a big win for the industry,” said Krzynowek.

 For more information on Golf Datatech, call 888-944-4116 or visit www.golfdatatech.com.

###

About Golf Datatech, LLC

Golf Datatech, LLC (www.golfdatatech.com) was established in 1995, and since that time it has become the industry’s gold standard for accurate and timely information on retail sales, inventory, pricing, and distribution of golf products through the on and off course channels.  In 1998, the Company extended its reach into consumer research, strategic sales, and marketing consulting.  In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe.  Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France and Germany. All golf courses are welcome to contribute to the monthly rounds played research and receive the reports by going to https://www.golfdatatech.com/course-search/.  Simply enter your course name to locate your facility then enter your previous month’s rounds along with your email address to ensure that you receive the latest results by email as soon as they are available.

Golf Datatech Introduces 8th Edition of Exclusive Report on the Evolution of Custom Fitting Golf Equipment in the United States

An in-depth look at all aspects of custom fitting, including a deep dive into the leading Custom

Fitting Specialists, Golfer Satisfaction with the Process, and How Shafts and Grips are Faring

 Kissimmee, Fla., July 6, 2021 – Golf Datatech, LLC (www.golfdatatech.com), the golf industry’s leading independent market research firm for retail sales and consumer trends, today introduced the 8th Edition of its exclusive report on the Evolution of Custom Fitting Golf Equipment in the United States.

“Golf Datatech started analyzing this category well before it developed into what it is today,” said John Krzynowek, Partner at Golf Datatech. “We took our first look at custom fitting in 2001, before digital data or interchangeable shafts/heads were even invented. Now in its 8th Edition, the report is the only independent chronicle of how the business has evolved and provides thorough insights into golfers perceptions of the category as it continues to surge in the US.”

The Evolution of Custom Fitting Golf Equipment in the United States takes an in-depth look at every aspect of fitting, including insights into perceptions of fittings in drivers, fairways, hybrids, wedges, irons, putters, and golf balls, as well as attitudes about various shaft and grip options.  This 200+ page report analyzes responses from close to 1,500 total respondents, of which 72% have been fit for at some point during their golfing lives.

Adds Krzynowek, “Custom fitting has changed significantly through the years, advancing from static measurement of physical attributes, to dynamic fitting where swing path and motion played a part in selecting the best possible combination, to the current focus on data driven analysis which advances the ability to offer multiple options quickly and easily. Trained fitters can now see “the numbers” in real time and adjust specifications on the spot to best fit the golfer’s swing and skill set.”

Beyond analyzing those that have been fit, the report also suggests that golfers who have never been fit have what could best be described as an “inferiority complex”, and frequently believe they are “not good enough” to benefit. However, good fitters indicate that these are often the golfers who could gain the most by playing the proper equipment that was fit to address their swing characteristics.

For the first time, the 2021 report dives into individual national fitting operations and their impact, looking at share of fitting and customer satisfaction with the experience. Generally speaking, golfer satisfaction with the custom fitting remains at stratospheric levels, and some of the larger fitting operations are particularly good at meeting expectations and keeping customers happy.

“While the overwhelming focus of fitting remains in drivers and irons, the data shows opportunities for fitting do exist in fairways, hybrids, wedges, putters and golf balls,” said Krzynowek. “However, thus far no one has been able to unlock these categories and drive fitting to significantly higher levels.”

For more information on Golf Datatech’s Evolution of Custom Fitting Golf Equipment in the United States report, visit: https://www.golfdatatech.com/research-products/syndicated-consumer-research/examination-of-custom-fitting-for-golf-equipment-in-the-united-states-2/.

###

 

About Golf Datatech, LLC

Golf Datatech, LLC (www.golfdatatech.com) was established in 1995, and since that time it has become the industry’s gold standard for accurate and timely information on retail sales, inventory, pricing, and distribution of golf products through the on and off course channels.  In 1998, the Company extended its reach into consumer research, strategic sales, and marketing consulting.  In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe.  Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France and Germany.

Golf Datatech & Atenga Insights To Host First-Annual “Predictive Pricing & Demand” Webinar For Golf Industry Executives on Thursday, July 15th

“Invite-Only” Virtual Event to Inform Golf Companies on Critical Product Pricing to Heighten Awareness for Optimal Pricing Levels

Kissimmee, Fla., June 15, 2021 – Golf Datatech, LLC, the golf industry’s leading independent market research firm for retail sales, consumer, and trade trends, and Atenga Insights, a Stockholm, Sweden-based leader in global pricing research, will host the First-Annual “Predictive Pricing & Demand” Webinar for golf industry executives on Thursday, July 15th at 2:00 pm (ET).

A FREE event, the 45-miniute webinar will provide insights into how critical product pricing can eliminate the guess work and give golf companies the confidence that their products are optimally priced for maximum revenue and profitability.

Anyone interested in participating in the virtual event can contact Golf Datatech at 888-944-4116, or email Suzanne Cagle at scagle@golf-datatech.com, to obtain a webinar entry code.

The webinar, which will be hosted by Golf Datatech Partner John Krzynowek and Atenga CEO Robert Tinterov, will illustrate several real-world examples from the golf industry on the benefits of predicative pricing analysis, and the importance of companies to identify price walls, which are key price points that when breached cause a steep dollar volume drop. Price Walls can cause a corresponding stall in unit volume when products are significantly underpriced.

“We are holding this important event as part of the rollout of Predictive Demand Analysis (PDA) Platform, in order to give companies all possible revenue advantages heading into the fall of 2021, and the uncertainty of the post-pandemic golf market,” said John Krzynowek, Partner, Golf Datatech. “We think it’s highly beneficial for golf companies to get the best fix possible on their product pricing parameters heading into 2022.”

Krzynowek adds, “The recent sea change in pricing research, spearheaded by our partner Atenga Insights, means Golf Datatech can now provide a predictive pricing product that will allow golf companies of all sizes to reduce the guess work and have a high level of confidence that their products or services are optimally priced for maximum sales and profit. We will use the webinar to discuss the analysis in detail and why this new platform is so important to the golf industry.”

The new Predictive Pricing & Demand Platform, powered by Atenga Insights provides golf companies, in both the U.S. and Internationally, with leading edge, AI-powered, proven predictive pricing research that can be completed within a matter of weeks. Through this platform, golf companies of all sizes, both domestically and internationally, can eliminate the guess work and have confidence that their products are optimally priced for maximum revenue and profitability.

Predictive pricing research is an essential resource for golf companies in today’s highly competitive marketplace, especially with online sales having a significant impact on many product categories. In fact, it is reported that just a 3% increase in price can boost a company’s bottom line by 30% or more.

For more information on Golf Datatech and the Predictive Pricing & Demand Platform, powered by Atenga Insights, or to register for the webinar, call 888-944-4116 or email Suzanne Cagle at scagle@golf-datatech.com to obtain a webinar entry code.

###

About Atenga Insights

Atenga Insights is a data driven, AI-powered, predictive pricing platform that is quickly disrupting the staid billion dollar pricing consulting industry.  By coupling its own proprietary approach with newly available real time research tools, that enable highly relevant and precise panels, Atenga Insights is able to guarantee accurate pricing guidance in six weeks or less and for as little as $25,000.  The approach has already been proven in close to one thousand different client situations resulting in hundreds of millions of dollars in incremental profit.

Sales of golf gear in Japan still account for well more than $2 billion annually…

Ripple Effect: How Hideki Matsuyama’s Masters win could revive golf’s popularity in Japan

With the last decade seeing flat revenues and declining play in Japan, Matsuyama’s triumph at Augusta is an opportunity to inject new life in a nation waiting for a golf moment like this for more than half a century.

www.golfdigest.com

https://www.golfdigest.com/story/hideki-matsuyama-masters-win-japan-golf-popularity-participation-equipment-sales?utm_medium=email&utm_source=041521&utm_campaign=newstours&uuid=cd09afde1a9940f589f2593eea6c403d

Understanding the Online Market for Golf Equipment

New for 2021 from Golf Datatech, gain insights into the ever-evolving world of Online purchases of golf equipment.

The Online Market for Golf Equipment continues to evolve in 2021, after accelerating during the pandemic of 2020. In the early months of the pandemic, retail stores (including green grass pro shops) in many, if not most, of the United States were closed to retail traffic. Eventually some opened up as cases dropped, then others closed as cases mounted again, then re-opened, leaving much of the Brick & Mortar US retail business in disarray.

Through this wild ride, online retail sales became the primary means for getting golf equipment, before traditional channels reopened. Though the increase in online sales rose, then fell back as stores opened, they have remained at higher levels than pre-pandemic. This is not only true for golf, but for all retail sales.  In fact, the percentage of total US retail sales happening online in 2021 is the level most experts believed the country would not reach until 2025, but spurred on by the pandemic and closures, the landscape quickly reformed.

Golf Datatech (GDT) is creating a two-part Online Tracking System to offer you clarity on this blurry retail window. We’re going to do this in two formats, one for the Consumer, one for Retail.

Online Tracker Consumer (OTC)

Golf Datatech’s Consumer OTC will use GDT’s exclusive Serious Golfer database to track the timely online shopping and purchasing habits for Balls, Clubs, Bags, Shoes, Gloves and Distance Devices.

This report conducted twice per year (April and October) will help define the online purchases for Serious Golfers in the past six months.  It will segment:

  • Equipment product categories purchased over the past six months
  • Brands purchased/Consumer Market Shares by this channel
  • New or pre-owned clubs
  • Whether products were personalized or customized
  • Online sites where purchases were made
  • Price paid for purchases made online

Online Tracker – Retail (OTR)

The Retail OTR will utilize GDT’s Monthly retail sales data to create an Online Retail Sales Index for: Balls, Woods, Irons, Wedges, Putters, Shoes, Bags, Gloves and Distance Devices. The index tracks sales dollars through online golf specialty stores and is indexed to January 2020.

Each month GDT will release to subscribers the OTR by product category, along with a monthly trend line starting with January 2020 (pre-covid). This will be strictly a Category Index, no individual companies will be listed. It will give you a timeline perspective on the overall online golf retail value by category.

Annual Subscription Cost

Online Tracker – Consumer:  $6,000/year for 2x Consumer Studies, minimum of 1,000 total respondents/wave

Online Tracker – Retail:  $6.000/year for 12x Indices across nine product categories (All Equipment Categories:  Balls, Gloves, Shoes, Bags, Woods, Irons, Wedges, Putters, Distance Devices)

Combined Consumer & Retail OTC Package:  $9,000