PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION 2008 • www.scoregolf.com

DIGITAL

CANADA’S MAGAZINE

HOT OFF THE FLOOR: We unveil the best-of-the-best in golf gear. CHRONICLES OF A PGA SHOW ROOKIE: A folly-full account of one man’s first time at the Big Show. SHOW OFFS: The show captured in photos. A–Z: Exclusive to Entering the show full of Awe and ending it off with Zero Restrictions. Hot Off the Floor From Awe From under the blister- to Zero ing Orlando Convention Restrictions CONTENTS CONTENTS Center lights come the Employing the 10 hottest items in golf alphabet to bring equipment and apparel you the sights for 2008. from the show. DIGITAL Chronicles PARtnerships of a PGA Despite it being a Show Rookie golf wonderland for The first time is all, at the end of always the worst Show Offs the week, it’s all time — or so Nine full-page photos from the about building the they say. PGA Merchandise Show — brought to business. PHOTOS BY C.SCHEL PHOTOGRAPHY C.SCHEL BY PHOTOS BY JEFF LeMOINE you big time. BY RICK YOUNG

2 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 2 It keeps going and going and... BY BOB WEEKS, Editor

o those who have never been over the years, I’ve seen the that a square driver really would has become a little more con- T there, it’s almost impossible to debuts of items that have now have me hitting straighter drives. scious of the bottom line and describe the gargantuan event become commonplace in golf. Of course not everything some of the obscenely lavish that is the PGA Merchandise Show. It was in Orlando that I first met that’s unveiled in Orlando proves shindigs are no more. But there Figures — one million square Ely Callaway. At that time, he successful. One year, the exhibit was a time when every company

CLUBHOUSE feet of exhibit space, 40,000-plus was hocking some hickory- space was dominated by a large tried to outdo the next. attendees – don’t do it justice. shafted wedges from a 10-by-20 volcano-like structure that housed One of the first years I ven- The world’s biggest golf equip- foot booth. He was certainly what was to be the future of tured to the Sunshine State, ment orgy might be a better, the consummate salesperson booking golf times. Bookfor- there was a massive party host- simpler description. even then. golf.com thought everyone would ed by . (It’s not around Each January, golf professionals And a few years later, some- be going to the Internet for anymore, having been swallow- and the rest of us hangers-, one pressed some small plastic tee times. Oops. ed up by Callaway.) Splading gather in the land of the Mouse cleats into my hand and told me Lots of other companies have rented a huge ballroom and to check out the new wares, see that in a few years, everyone risen and fallen over the years. threw a casino night complete some old friends and generally would be wearing these on the Remember Orlimar and the tri- with dancing girls. About 5,000 DIGITAL ratchet up the expense account. soles of their shoes and that maraging face? They couldn’t keep customers gambled and drank It’s a far cry from the early days there’d be no more metal spikes. them in stock for a while. Same all night. About the same time, of this extravaganza when a I laughed at the very thought. for Adams’ Tight Lies fairway TaylorMade held a golf day and gaggle of equipment dealers It was at this particular show woods. They debuted here and planes carrying TaylorMade opened up their trunks to sell that I realized titanium was on everyone had to have them. But banners flew above the course. some new clubs to a few golf the Periodic Table of Elements, they’re nowhere to be seen now. That wasn’t all — parachuters pros who showed up. much to the mortification of all At least Adams is still around as jumped out of the planes, By my count, this was my my chemistry teachers. And it a company, thriving actually. descending on the course with 18th visit to the Big Show and was here that someone told me These days, the golf business samples for everyone to try out.

3 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 3 PGA Digital Master:Layout 1 1/30/08 4:11 PM Page 4 5 CLUBHOUSE rough patch. industry isgoingthrough a anyhelp quell fears that the PGA Merchandise Show should The crowd’s at thisyear’s partied at Mark O’Meara’spartied at Mark house. ), heldtheClaret Jugand of Karsten (hestarted Solheim And I’ve interviewed thelikes from Alice Cooper to Jim Thorpe. show, I’ve played witheveryone Stones concert. on whichitshowed aRolling highvideowallfloors, a60-foot took sixdays Ithadtwo to erect. cost more that than$1million ithadabooth that Acushnet, TaylorMade, Cleveland and different ways. PING, Titliest, ring to in usetheirdollars even attend theshow, prefer- smarter. Somecompanies don’t marketing departmentsworking their beltsormaybe justby result of customers tightening prevailed, perhapsasadirect SCORE But saner headsBut saner have At golfoutingssurrounding the Before Cobra was apartof Golf • o 2008 com PGA MERCHANDISESHOW this timearound. was absent theonlyonefully taken apass, although others have at various times Convention Center to thinkfor a the doorsof theOrlandoCounty for anyone whowalked through itwould behard still being MIA, Even withsomeof theplayers to those whoare perusing. hisorherstorysell and product there, withsomeonehopingto and afew indescribableitems are shoes, gloves,clothing, shafts row of clubs, balls, training aids, rough patch. Row after row after business was goingthrough a thatnano-second thegolf we’ll all keepgoing towe’ll all Orlando. someone comes upwiththat, to their particular problem. Until the solution the next bestthing, Golfers are always lookingfor of why thisshow keepsgoing. SPECIAL DIGITAL EDITION And that’s thebottom line SCORE Golf • com

C.SCHEL PHOTOGRAPHY

5 DIGITAL ZERO RESTRICTION WHISPER SOFT TOUR LITE TRAVELER’S JACKET CALLAWAY I-MIX Why we like it: Obviously very DRIVER SYSTEM water proof (just ask Woody Austin) Why we like it: and when they say ‘Whisper Callaway’s version of Soft’ they mean it. the latest trend in driver adjustability gives you lots of choice — pick one of 22 heads and 70 shafts to create the driver for you. COOL STUFF COOL COURTESY ZERO RESTRICTIONS COURTESY FYBRID Why we like it: Addresses the need for a club with the distance of a wood and the playability of a hybrid from the fairway. DIGITAL Hot off the floor

COURTESY WILSON-STAFFCOURTESY PHOTOGRAPHY C.SCHEL BY PHOTOS We unveil our picks as the best-of-the-best from the Big Show.

6 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 6 7 COOL STUFF SCORE you wear. supplement that a nutritional fatigue, it’slike while helpingto reduce improve musclealignment power bandsthat helpsupportposture and Why we like it: COMPRESSION CLOTHING POWERWEB and easy to use. breaks. cheap It’ssmall, which way theputt tell youand itwill the direction bubble practice green. Justread take withyou to the like alevel that you can The EEZ-Read works Why we like it: GOLF EEZ-READ MOMENTUS Golf • o 2008 com

COURTESY ADIDAS placedWith specially PGA MERCHANDISESHOW to grasp. the average golfer club fittingeasy for animations make The videogame-like Why we like it: SOFTWARE CUSTOM FITTING PING NFLIGHT

COURTESY PING impact ismore pleasing to theear. straighter shots. New sound at moment of inertia(M.O.I) for driver yet withaneven higher Reportedly Nike’s mostaccurate Why we like it: DRIVER SQUARED 5900 NIKE SUMO SPECIAL DIGITAL EDITION SCO RE G

olf COURTESY NIKE • com

7 DIGITAL SWING GTX WITH SMART QUILL TECHNOLOGY SHOE Why we like it: A company like Puma, rich in soccer cleat history and technology, is

COOL STUFF COOL bound to know a thing about creating a stable golf shoe. Plus it’s clearly stylin’. DUNNING GOLF INTERFACE FX PIQUE POLO Why we like it: Dunning’s seamless marriage of technology and fashion comes through in this shirt which features UV protection and permanent moisture

COURTESY DUNNING GOLF COURTESY management in an array of modern colours.

8 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SUN MOUNTAIN EASY GLIDER Why we like it: Get your golf season off No more back-breaking adventures through the airport dragging your to an early start with Bob Weeks clubs behind

you. SUN MOUNTAIN COURTESY and Canada's best Golf Magazine Show. Beginning February13th on COOL STUFF COOL

Check local listing for actual airtimes or visit ScoreGolf.com. HONOURABLE MENTION Organics Callaway itour Golf Ball Clicgear Pull Cart GEL Putters Callaway Marx-man Chipper/Putter Nike Golf IC Putters Sun Mountain Zero-G Golf Bag BrushPro by Frogger The Golf Mat WINN PCi Grips Graphite Design YSQ Shaft

9 SCOREGolf•com 2008 PGA MERCHANDISE SHOW TIVE PERSPEC TOS BY C.SCHEL PHOTOGRAPHY C.SCHEL BY TOS Welcome to the PHO DIGITAL

By Jeff LeMoine

10 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 10 n mid-January I ventured to blinding you from two feet away did capture his ultra-friendly Brandt Snedecker was just one I Orlando, Fla., to attend the with dozens of camera flashes? southern portrait, he and I never of many tour players to make an single largest SNEDEKER : Uh, yeah, whatever. had this conversation. But had appearance at the 55th PGA trade show in the world, the Let’s get this over with, OK? we, my answers would have Merchandise Show. PGA Merchandise Show. What ME: Sounds good Brandt, you da been the same. TIVE follows is a first-person account man! For those in the golf business of that trip and an inside SNEDEKER : Right. So Jeff, the — retailers, pros, distributors at an event that many golf moment you stepped into the and others — this is the fans never get to see. aisles of the PGA Merchandise industry equivalent to Show, can you describe what playing alongside I’d love to ask a PGA Tour you felt? Tiger Woods in the rookie exactly what he was ME: I’ll do my best Brandt. It’s a last group on Sunday feeling after teeing off for the strange high when you step up at Augusta. first time on Tour. I’d also like to the first tee. I mean … through To help you understand to think that his answer would the doors of the Orange County the scope of the world’s

PERSPEC mirror what I might say if he Convention Center. Exciting and largest annual golf trade show, asked what I was feeling just nerve wracking at the same try this: after stepping onto the floor of time. You know? Imagine someone taking your the 55th PGA Merchandise Show SNEDEKER : Uhh, right. You know golf bag into the middle of an for the first time. you’re a golf writer and not an NFL-sized stadium. He then pours Let’s take last year’s rookie actual golfer, don’t you? a super-growth concoction — sort of the year Brandt Snedeker and ME: Ha — sure, sure. But isn’t that of like the one Roger Clemens is employ him in a little fictional how you felt the first tournament alleged to have taken — on your conversation to illustrate this you played on the Tour? I bet it gear. Suddenly your golf bag DIGITAL point: is, isn’t it? expands, bulges and ex- SNEDEKER : Since this is your plodes into over one million ME: Thanks for doing this Brandt, fictional conversation, I’d have square feet of interactive good seeing you at the Orlando to say yes, yes that is exactly exhibits covering every- show. how I felt. thing from clubs and SNEDEKER: Do I know you? You balls, to industry pre- were at the show? OK — back to reality. While sentations and apparel, ME: Yeah, don’t you remember Brandt Snedeker was at the all surrounded by a sea me and my photographer, Chico, Bridgestone booth and while we of hitting bays.

11 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 11 Similar to playing your first tournament — or any tournament for that matter — the week started at the range. You’d hit the range for the TIVE Demo Day to warm up a bit and get a feel for how you were hit- ting the ball. The big difference from a tournament? You leave your golf bag at home, you hit a smorgasbord of clubs and get at- tacked by every self-proclaimed swing aid guru out there for as long as you can muster. The reality of this week is that,

PERSPEC similar to a tour player, you need a caddie. And guess who wore the bib? Intrepid photographer Chico Taeuschel snapped shots for this online digital magazine and I helped him decide whether to pull a wide angle lens or normal one; whether to take a few extra of such tents as PING, which was tract the corporate gift giver’s The 100-plus hitting bays lining DIGITAL snaps in any one direction or a massive area covered by a mo- eyes although they were success- the circular range at the Orange whether one was good enough. bile roof, it is easy to lose sight of ful in catching many others. The County National GC Demo Day While looking around for the the diamonds in the rough at the putters themselves left a lot to were seldom empty. best picture we started to notice Orange County National Golf be desired in performance, but that every tent and hitting bay Club’s oval range. when you adorn your product trum there were companies for was unique with colours repre- Case in point was Gemspot with rare gems it becomes which function was the only aim, senting the various camps of the Jewelled Putters who literally quickly evident that performance like Nickel Putters. The creation of major and minor players in the used diamonds to glam up their isn’t your main selling feature. German engineer Werner Nickel, industry. With all of the grandeur flat sticks. The hope was to at- At the other end of the spec- the putter plays well but there is

12 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 12 When you have one day to ex- plore a show this size you don’t browse, you power walk. From the indoor range area with over 40 hitting bays, through the club TIVE area, gadgets-carts-and-indefin- able section and into the apparel section, it’s a full-out race. Like the sense of calm that must overcome a PGA Tour rookie when he sees a familiar face in the gallery for the first time, I’d ABOVE: Bending over to mark and be lying if I said that the sight of retrieve your ball is a thing of the a Canadian company amidst the past with the Nickel Putter. sea of booths wasn’t comforting.

PERSPEC Sunice provided this beacon of LEFT: A view from high above the light. The well-known Montreal floor puts into perspective the true company has made more strides size of the show. this year in its apparel offerings and the bustle of business within Badges scanned, you are its bright white booth reflected sucked into the vortex of over 10 that. miles of show aisles. Industry pro- But as welcoming as the view fessionals from around the world was from within the booth it was DIGITAL much more to it. It not only re- the next best thing. Of course, it (the largest foreign contingent time to jump back into the on- trieves your ball from the hole or could also be the next best deal comes from Canada) budget for coming traffic and continue our green, it also includes a self-in- at your local flea market. the world’s biggest show to arm journey. It was time to get off the serting and self-retrieving ball No matter, the Demo Day was themselves with the latest knowl- floor and into the rafters. to prevent you from ever eye-opening and a great warm- edge, equipment offerings and Bill, a semi-retired security having to bend over. Obviously up. But the tournament portion of apparel there is to offer. guard working the show with a aimed at elderly golfers with the show (if you will), housed Despite the hurricane of over- sense of humour about heights, physical limitations, the R&A- and within over one million square whelming activity that sat before would be our guide to the cat- USGA-approved putter could be feet of real estate, awaited. us, we ran headlong in. walks well above the show floor.

13 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 13 Like a sherpa, Bill escorted us Every booth is interactive. As a of a Campbell’s Soup tin, and was beginning to usher us out. And up, way up. Chico had insisted we small example of this, I tried on fitted for a Bridgestone ball. And just like a Tour rookie might have try to get onto the catwalks and two pairs of shoes (drooled over a all this in just over an hour. If you difficulty explaining how he felt that “these would be great third — the Puma Swing GTX with were attending the show all three the first time he played in the shots,” but once we began tra- Smart Quill Technology, Puma’s days just imagine the blisters on Show, I realized just how hard it is TIVE versing the narrow passages new model that has adapted soc- your hands. It may in fact feel as to fully explain what this show some 50 feet above the show cer cleat technology by adding if you’d just played four straight was all about … if only you could floor, I began to wonder — just permanent cleats) hit six drivers rounds. We were there for one sneak in. If you decide to try, how much different the Sundog including the Wilson Staff Spine and it had come to an end. wear three pairs of socks, stretch booth would look from up here. I and Nickent 3DX; took two putters Chico’s trigger finger had well before embarking and check also wondered if danger pay was for test drives, one of which begun to cramp and the sun had the doors at the back of the con- something I needed to discuss looked like a West Coast Chopper begun to set late in our PGA Show vention centre — one may just be with my employer. on a shaft but had all the feeling experience. That and security was propped open for you. The view you get from above the show floor truly gives you an RIGHT: Mark Fletcher of

PERSPEC appreciation for the size of the Fletcher Leisure Group assists event as well as the complexity a prospective buyer at the behind the construction and cre- Sunice booth. ation of the booths. Massive sig- nage must be hung from up here by braver soles than I as well as security cameras to prevent the loss of product. Five-finger dis- counting has apparently been DIGITAL very common among attendees from neighbouring booths in years past. When on the show floor (and not playing Spiderman in the rafters) the event becomes a liv- ABOVE: Wilson’s ing breathing entity. Everything Spine driver was surely may be swung, hit, worn and one of the most unique clubs tested to your heart’s delight. at this year’s show.

14 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 14 15 SHOW OFF S SCORE Golf • o 2008 com PGA MERCHANDISESHOW hundreds of your peers. no place to get shy aboutteeing off infront of The DemoDay at Orange County National GCis STEP RIGHT UP SPECIAL DIGITAL EDITION SCORE Golf • com

C.SCHEL PHOTOGRAPHY 15 DIGITAL 16 SHOW OFF S SCORE Golf • o 2008 com PGA MERCHANDISESHOW for 2008. new fashions ingolf some of thehottest hitting bays with Taking abreak from OVER FUNCTION FASHION SPECIAL DIGITAL EDITION SCORE Golf • com

C.SCHEL PHOTOGRAPHY 16 DIGITAL 17 SHOW OFF S SCORE Golf • o 2008 com balls were a flyin’ all week. wereballs week. aflyin’all day and41indoorsat theconvention centre With over 100hittingbays at theoutdoor demo HAVE ABALL PGA MERCHANDISINGSHOW SPECIAL DIGITAL EDITION SCORE Golf • com

C.SCHEL PHOTOGRAPHY 17 DIGITAL S SHOW OFF C.SCHEL PHOTOGRAPHY C.SCHEL DIGITAL IS THIS THING ON? PGA Tour commissioner Tim Finchem pays close attention to a question being asked during the U.S. Golf Economic Study Forum being held on the PGA Equipment Forum Stage.

18 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 18 19 SHOW OFF S SCORE Golf • o 2008 com PGA MERCHANDISESHOW out of thisworld. surely themost the range was but Nike’s area on Falcon,Millennium cockpit of the No it’snothe HAN SOLO? ANYONE SEEN SPECIAL DIGITAL EDITION SCORE Golf • com

C.SCHEL PHOTOGRAPHY 19 DIGITAL 20 SHOW OFF S SCORE Golf • o 200 com with apinksharpie. Apparently Paula Creamer isn’ttheonlyone THESE GIRLSLOOK GOOD! 8 PGA M E RCHA N DISE SHOW SPECIAL DIGIT AL E DITION SCORE Golf • com

C.SCHEL PHOTOGRAPHY 20 DIGITAL 21 SHOW OFF S SCORE Golf • o 2008 com PGA MERCHANDISESHOW and alot of toe jam. that’s over 90,000 feet tryingonshoes Let’s peopleat theshow, see, 45,000-plus A PODIATRIST’S NIGHTMARE SPECIAL DIGITAL EDITION SCORE Golf • com

C.SCHEL PHOTOGRAPHY 21 DIGITAL 22 SHOW OFF S C.SCHEL PHOTOGRAPHY SCORE Golf • o 2008 com PGA MERCHANDISESHOW SPECIAL DIGITAL EDITION of golf. green world predominantly balance to the helped bring technology has Full-colour AND TEEUP! TUNE IN SCORE Golf • com

22 DIGITAL 23 SHOW OFF S C.SCHEL PHOTOGRAPHY SCORE Golf • o 2008 com come from theintroduction of theircolourful gadget. portable clubstandfor therange, were hopingwould At least that iswhat thecreators of TheGround, acustom, G ISFOR GOLDMINE PGA MERCHANDISESHOW SPECIAL DIGITAL EDITION SCORE Golf • com

23 DIGITAL An A-Z Guide of the 2008 PGA Merchandise Show ATOZ When show organizers say you’ll find everything from A to Z at the show they’re not exaggerating. Here’s how we rounded out the alphabet when in Orlando. PHOTOS BY C.SCHEL PHOTOGRAPHY C.SCHEL BY PHOTOS DIGITAL

AWE A The feeling you get when you first enter the halls of the 2008 PGA Merchandise Show.

24 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 24 COMMOTION It’s what you find no matter where you turn at the show’s Demo Day. ATOZ C

B BALL FITTING Ball fitting from DIGITAL companies such as Bridgestone gets industry types thinking more about the balls they’re hitting and selling to DOILY their customers. D Not your average doily or your average $10,000 diamond studded putter from Gemspot Jewelled Putters.

25 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 25 26 ATOZ SCORE to theindustry. quality lineof fishingrods E21 displayed itshigh- Canadian golfclubcompany, Not onlyanemerging ELEMENT 21 Golf • o 2008 com G model of performance sunglasses PGA MERCHANDISESHOW Sundog’s latest MikeWeir debuted at the show. E GRINDER

COURTESY SUNDOG they camefrom. what area of theindustry attendees covered nomatter Runway orfairway, theshow had FASHION FAIRWAY SPECIAL DIGITAL EDITION F SCORE Golf • com

26 DIGITAL 27 ATOZ SCORE kind of flat stick. an entirely different Putters presented For them,Hot Rod on thegolfcourse. to attract attention Some guysjustlike HOT ROD Golf • o 2008 com H PGA MERCHANDISESHOW all toall see. display for category on technology changeable shaft aboutinter-talked in theincreasingly the 4DXEvolver — Nickent’s offering — INTERCHANGEABLE J I signing autographs for fans Justin Rose was smiles all at theadidasGolfbooth. SPECIAL DIGITAL EDITION JUSTIN ROSE SCORE Golf • com

27 DIGITAL 28 ATOZ SCORE K getting agripon Golf the word during pouring science your gameto a KINESIOLOGY and spreading into its gloves • new level by o 2008 com Bionic takes demo day. PGA MERCHANDISESHOW M the apparel wingof theshow. setting the trend ingolffashion from Another inthelistof Canadianclothing companies LIJA go hand-in-handfor Ogilvyshown Looking goodandplaying good here promoting Pumaapparel. R OGILVY TO YOU! MR. SPECIAL DIGITAL EDITION SCORE L Golf • com

28 DIGITAL 29 ATOZ SCORE Golf Demo Day. now thePGAShow Qualifying Schooland of the2008PGATour Firstthesite spotlight. Talk aboutbeinginthe NATIONAL GC ORANGE COUNTY during apress conference at theshow. MacGregor Golfandhisviews onthegame Greg Normanspokeaboutnewly acquired NORMAN • o 2008 com PGA MERCHANDISESHOW N O SPECIAL DIGITAL EDITION of theshow definitely show floor, one’sper- spective onthesize Fifty feet above the P PERSPECTIVE changes. SCORE Golf • com

29 DIGITAL 30 ATOZ COURTESY QUAGMIRE SCORE Q section of theshow directory. Buttheonly Golf one withauniquelyCanadian-cool style. • o 2008 com One of onlysixcompanies inthe‘Q’ PGA MERCHANDISESHOW QUAGMIRE try any clubs? Plus how would you you hate heights. at theshow if out for too long want to hang where you Not aplace RAFTERS R S SPECIAL DIGITAL EDITION listed under ‘P’for Smart Quill cleatsSmart Quill porcupine and‘I’ GTX shoeswith SMART QUILL for innovation. Puma’s Swing could alsobe SCORE Golf • com

30 DIGITAL 31 ATOZ SCORE Golf T count again. 1, 100, 101, 102 • … oops, lost o 2008 com TENTS 2, 3… PGA MERCHANDISESHOW V happening at theshow. one of themany industrypresentations Plenty of opportunityto gainjustthat at UNDERSTANDING of colour intheapparel There was noshortage halls of theshow.halls VIBRANT SPECIAL DIGITAL EDITION U SCORE Golf • com

31 DIGITAL 32 ATOZ SCORE Golf • o 2008 com PGA MERCHANDISESHOW W WILSON SPINE forgot to puta wait aminute crown onthat Hey someone driver, ohno, — that’s the Wilson Spine. X COURTESY XTENSOR You’ve got to handitto theXtensor Grip Strenghtner (couldn’t resist) — for beingoneof thewackiest products at theshow. XTENSOR Y SPECIAL DIGITAL EDITION ball fromball Wilson-Staff. new zero compression squat —thenameof the Nada, zilch,nothing, ZIP COURTESY WILSON-STAFF help you keepthat presents another groundbreaking gizmo that will gizmo that will “impact” wrist straight. Ympact golf Pronounced YMPACT YMPACT SCORE , True Z Golf • com

32 DIGITAL PAR tnerships Behind the glitz and glamour of the PGA Merchandise Show is the root of its very existence:

business. PHOTOGRAPHY C.SCHEL BY PHOTOS BUSINESS DIGITAL

By Rick Young

33 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 33 rank Thomas’ recommendation Fmade the difference. “Go see those people,” the for- mer USGA technical director told me when speaking of a teaching aid called Speed Stik. “Vijay loves it. Works with it all the time.” Teaching aids have never been high on the priority list. A few

short years ago I’d have passed IMAGES / GETTY ANDREW REDINGTON off Speed Stik as simply another company selling hope, for $99.95. BUSINESS I don’t think that way any- more. Improved technologies and science have forged their way prominently into this category. Today, self-help swing products have the ability to improve golfer’s games (albeit only if they’re used correctly and with some measure of consistency). Thus, based on Thomas’ advice Along with Singh, the com- No kidding? With more players like Vijay Singh and seeing it in Vijay Singh’s bag pany’s lead endorser, I learned “Actually, K.J. Choi’s wife is and K.J. Choi using self-help swing at the Presidents Cup, Speed Stik from Speed Stik co-owner Naomi president of Speed Stik Korea,” products the category has become DIGITAL went down on the agenda on Elizondo that the product is used smiled Elizondo. “Every penny more profitable than ever. Day One of the 55th PGA Mer- by dozens of touring profession- she and K.J. make off Speed Stik chandise Show. als all over the world. they give to charity in their home talked to two renowned teachers What transpired from that Jose Maria Olazabal’s company country.” about bringing Speed Stik into visit paints an accurate portrayal distributes the product in Spain; Already that morning the com- their golf academies. of what can and often does Stuart Appleby has the rights in pany had firmed up agreements However one key market happen on the floor of Orlando’s Australia; Shigeki Maruyama has with distributors in the Nether- needed addressing. Orange County Convention Center them in Japan and K.J. Choi has lands and Switzerland, made a “The most calls we get about each January. the rights in Korea. key contact in South America and Speed Stik are from people in

34 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 34 Sunice annouced at the show Canada,” she said. “We had a That is merely one story amid dees and media representation that Ashworth has purchased its distributor but it didn’t work out. 1,250 represented golf vendors from around the world, Orlando’s trademarks in the U.S. which Maybe you can help us get the spread over 10 miles of show annual equipment fest is not just should help the brand continue word out up there,” Elizondo aisles. about writing business. to flourish. continued. With more than 45,000 atten- It’s about networking, about making deals, breaking deals, about product unveilings, new technologies, tour signings, cor- porate administrative moves, mergers and changes in strategic direction. “If you have a new technology BUSINESS or a product like I-Mix why wouldn’t you want to launch it here,” Callaway Golf’s senior VP of product development Jeff Colton, explained about his com- pany’s new interchangeable club- /shaft system. “There are thousands of pros, you guys (the media) are here. It’s the perfect business setting.” Clearly, many companies would agree. DIGITAL Sunice, the renowned outer- wear brand owned and operated by Montreal’s Fletcher Leisure Group, announced at the show that its trademarks in the U.S. had been purchased by Ash- worth. According to new Ashworth CEO Allan Fletcher (also the head

35 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 35 of FLG), acquiring the Sunice Toronto-based Quagmire “I love what these guys can trademarks shores up the engaged in conversations in offer,” Deacon explained. “They company’s business platform Orlando with a number of players have a great line, very unique and provides Callaway Golf and agents including Unionville, and they’re awesome to work (whose line of branded apparel Ont., native J.C. Deacon, a former with. We’re going to see where is manufactured exclusively U.S. Amateur semifinalist who it goes. There’s a definite buzz by Ashworth) with potential plays on the Canadian Tour. about them in the industry enhancements to its outerwear product. “This allows them (Ashworth) to acquire the U.S., U.K., Ireland and Europe (rights) and put out BUSINESS a dedicated new line of Sunice apparel in those markets,” Fletcher said. “We’re excited Sundog Eyewear’s booth which about its prospects.” featured the next generation of Calgary’s Sundog has routinely Paula Creamer sunglasses, made used the PGA Merchandise Show a definite impact in Orlando. as the launch pad for product unveilings. This year, Sundog erwear has overtaken hard goods staff player Paula Creamer as this show’s dominant theme. showed off the next generation Incumbent companies such of Paula Creamer by Sundog as Zero Restriction, Dunning Eyewear. Golf, Tehama, IZodG, Ahead, LIJA, DIGITAL “I love the new products. I Fairway & Greene and newcom- loved being involved with their ers such as Quagmire Golf infuse design,” Creamer said at the life into this show and promi- launch. “They’re very functional nently showcase the technology on the golf course but they’re fabrication and fashion sensibility also fashionable. That’s important dominant in the industry today. in the women’s market.” It’s also a place to perhaps Previously a minor player on add to a company’s tour staff the show floor, apparel and out- and endorsement portfolio.

36 SCOREGolf•com 2008 PGA MERCHANDISE SHOW SPECIAL DIGITAL EDITION SCOREGolf•com 36 and Nickent, all of whom jumped “Our competition has done on the USGA’s recent club ad- some good things with fitting,” justability amendment. PING CEO John Solheim explained. All three major companies will “It was time for us to respond. bring out their packaged versions For the people we’ve put through of interchangeable clubheads nTouch here they can’t say and shafts affording golf con- enough about it.” sumers Tour Van capability in Under the banner of what’s their garage or basement later old is new again, MacGregor this year. ventured to Orlando looking to “Instead of just a fitting device, wipe the slate clean and start we have a commercial opportu- over. BUSINESS nity under the new rule change , who has as- with these interchangeable sys- sumed chairman duties for one tems,” says Callaway’s Colton. of golf’s most traditional names, “It gives the golfer the opportu- proudly displayed the company’s nity to optimize their equipment new MT line of products and every time they head out for a Bobby Grace putters at a press golf course.” conference. For a company such as PING, Vowing to return the legendary which is not on the adjustability brand to its authentic roots, bandwagon, the show also Norman had this to say: proved a windfall for a next “It’s a new era for MacGregor generation of its key business Golf. We’re happy to be here at DIGITAL foundations — custom fitting. the PGA Merchandise Show to PING’s ‘nTouch’ software is prove to everyone that this brand arguably the most intricate, is strong, it’s got history and it’s detailed custom fitting platform got a future in this industry.” ever brought to the golf industry, When the PGA Merchandise Greg Norman was all smiles right now.” one the Phoenix-based company Show reconvenes again next year during a press conference at the Clearly, the merchandise concluded it required to maintain you can be certain of this much: PGA show announcing his new show’s biggest buzz was pro- its position as the game’s custom MacGregor will be there. Why? involvement with MacGregor Golf. vided by Callaway, TaylorMade fitting leader. Because it’s the place to be.

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