Good Start for Equipment Sales

January was another month of sales improvement with total sales of golf equipment up by 6.1% vs. 2021, and hitting an all-time high for the first month of the year + 51.8% above 2020 levels. (Note: January 2020 was pre-pandemic).

Value sales in every product category were up compared to January 2021, with the exception of Wedges. However all club segments sold fewer sticks than prior year.

On the release of the new figures, Golf Datatech Co-Founder John Kryznowek said, “The good news is that equipment sales in dollars continue to grow, however units sold have slowed and in most categories are contracting vs. prior year. This indicates that the value improvements are being driven by higher than average selling prices, which are already at, or near, all-time highs in virtually every case.  With all the turbulence in the world today, including inflation, potential military conflict, as well as continued shipping and manufacturing challenges, the economy is at a tipping point and trying to predict how 2022 plays out has become increasingly difficult.”


NEW TODAY! Purchasing Power of Women in Golf

Today, we are delighted to publish our latest study, “Purchasing Power of Women in Golf” which dives deep into the size of the women’s golf market, estimating it at more than $1.5 billion for combined golf equipment and golf apparel.  At that size, the women’s ‘Purchasing Power’ is larger than any single product category in golf equipment.

On top of estimating the size of the market (down to the product line level), the report also investigates the motivations for playing the game, as well as what women like and dislike about it. Some of the insights are exactly what you might expect while others are surprising. However, confirmation of how women feel will provide both equipment and apparel marketers, as well as golf course management, insights to better understand the points of view of this crucial market.

Some of the most impressive insights were provided directly from the women themselves: many writing paragraphs about their opinions on golf products designed for women (Hint:  Some are positive, but many are not complimentary).  The study is based on responses from over 1,400 Women Golfers in October of 2021, as the golf season was winding down in much of the country.

“Just because I’m a woman, it doesn’t mean I want pink, lavender, or baby blue. Respect that my preferences are as individual as my male counterparts, not a monolithic class of “women”. Sometimes I play from the other 4 tee boxes, not just the forward. I have the same golf goals as any other golfer.”

For more information on this fascinating and important study, click here  where a link to purchase is also available.