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Time To Kick Open The Doors – 2010 PGA Merchandise Show

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Each and every year the pulse of the golf industry can be measured in one week and it has arrived. As more than a 1,000 exhibitors prepare to display their wares in Orlando’s voluminous Orange County Convention Center, thousands of people who work in the business around the world wait to see how the week plays out.
 
I view this 57th PGA Show as the calm after the storm. Last year the golf industry was in full panic mode as the world’s economy began to erode at a frightening pace. There was much concern about what the future of golf would be.
 
What most found out was that the game was not disappearing, but simply transforming to a new reality. Golf is still here and there is still a new market for fresh golf gear, clothing, and so much more.
 
Some 40,000 attendees including 1,000+ media members are expected to be at the PGA Show. It kicks off with a massive Demo Day at Orange County National Golf Club on January 27th and then runs through January 30th at the Convention Center.
 
As I prepare to cruise the show myself along with other media colleagues I look forward to keying in on a number of companies, products and storylines.
 
Clothing
Still one of the strongest parts of the PGA Merchandise Show, apparel continues to flourish. With margins more attractive than what is typically earned on hard goods, this sector has not suffered quite as much damage in sales in the past couple years. 
 
Fall/Winter 2010 products will be the ones on display in Orlando with a few companies revealing product options for 2011. Performance wear is still a big trend with lifestyle brands also pushing to the forefront. 
 
I’ll be watching for lines from Dunning, Quagmire, Travis Mathew, Lija, SunIce, Phreshwear, and the new looks from Ashworth.
 
Reinvention
New and sudden economic realities mean “calling an audible or two” and it will be intriguing to see how retailers and golf professionals react to the new marketplace, especially for the people based in the United States and United Kingdom where the economy has been particularly affected. 
 
With so many of the pros and retailers in one room it will be interesting to speak with them and see what their business strategies will be moving forward. How will they maintain and grow sales and what technologies and techniques will they use to do that? That alone can change the face of golf as consumers see it.
 
The Price is Right?
As much as they need high sales numbers, will this be the year that manufacturers start to realize that not everyone who wants top equipment is willing to pay $600 for a driver?  While most pricing strategies for 2010 have been set I would not be surprised to hear of some tweaks and bonus programs – not only to get shops to take on more inventory but also to attract consumers with at least a few dollars to spare for new gear.
 
Missing In Action
Who will be at the show, back at the show, or gone altogether? The mix of exhibitors at the show is testament to who has survived the year past and who is ready to take on the season ahead. Each year there are casualties, as well as unexpected success stories, and it is at this show that all is usually revealed.
 
Innovation
For 56 years the world been introducing new golf technology at the PGA Show and I don’t expect this year to be any different. It is the star of the show. 
 
Adjustability, new materials, and unique designs – it all comes into play here and it leads you to wonder what comes next?
 
After the next few days run their course and the 57th PGA Merchandise Show plays out, we hope that the answer to that question will be a lot clearer.
 
And, of course, you can expect to see coverage of all the action of GolfWRX.com!
 
 
This report to GolfWRX.com provided by Flagstick Golf Magazine (www.flagstick.com)
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Odyssey extends Damascus Milled lineup with 3 new putters

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Odyssey Golf announced Tuesday that the already popular Damascus Milled putter lineup is getting more options.

Initially launched back in April, only in a Damascus Milled #7 head (in plumbers or double bend configurations), the family grows to four with a One Wide, Two and Rossie S shape, all available in the second limited-edition drop at retail on June 6th.

“Damascus Steel is a beautiful material, and the patterns tell the story, because every one is different” said Odyssey General Manager, Jacob Davidson. “But what stands out is that  as beautiful as these putters are, the feedback from Tour has been the exceptional feel of these putters. We wanted to deliver the most premium performance-driven putter we’ve ever done at Odyssey. When you look at this product, we have so much confidence because there is not one thing we’d do different. On this one we really took our time over  the last couple years to try to perfect the design.”

Created from a layered construction of multiple steel alloys, this Damascus Steel insert is forged, folded and pressed to create a unique, striking pattern in every piece. Think of it like a fingerprint. Each Damascus construction comes with its own 1-of-1 style pattern. No offerings will ever look the same.

The layered structure, combined with a specialized heat treatment, delivers a finely tuned, highly responsive feel different from other insert materials. The Damascus steel is audibly different compared to other inserts, potentially with slightly more feedback. Odyssey also uses AI-designed back contours to maintain consistent ball speed across the face, blending traditional craftsmanship with modern tech.

Each head in the line is precision-milled from stainless steel and features a blasted silver finish to complement the Damascus insert and sole plates.

With Tour feedback, Odyssey has also developed, in collaboration with Golf Pride, a grip featuring meticulously crafted edges, pistol shaping and a classic modern tour feel.

Odyssey Damascus Milled One Wide
Odyssey Damascus Milled Two
Odyssey Damascus Milled Rossie S
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L.A.B. Golf launches new VZN.1i putter

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L.A.B. Golf has been the pioneer when it comes to Lie Angle Balanced putters for years now. When you talk to another golfer and zero torque putters comes up, as it will since it is the hottest thing in golf, the first brand out of their mouthes is L.A.B. Golf. Currently their putter line up has something for every golfer, wether your like blades or mallets. But the company has a new creation for golfers that we saw out on tour just a few weeks ago and is now available to us, the VZN.1i putter.

One of the big stories with the new VZN.1i putter is alignment in the form of the shape. L.A.B. has always given us plenty of alignment options in their putters with different line formations and shapes that can be laser etched onto the top of the putter. With this new design they used the shape of the head and the open cavity in the middle to help enhance the alignment for players. These shapes help players lock into their intended line to improve accuracy and concistency.

“VZN.1i was approached formulaically by combining everything we’ve learned from the success of previous L.A.B. Golf models into a familiar mallet shape that’s easy on the eyes and even easier to putt with,” said Cameron Day, Senior Vice President of Product at L.A.B. Golf. “Every L.A.B. putter is engineered to roll the ball on its intended line through Lie Angle Balance technology. With VZN.1i, we took things a step further by simplifying another critical aspect of putting: alignment.”

Like most of the other L.A.B. mallet putters the VZN.1i is machined from a solid block of aluminum and features a 303 stainless steel face insert. Steel face inserts on all L.A.B. putters not only enhance the sound and feel but they improve ball speed for better distance control. The new shaping also offers two ways of picking up your ball, using the sole or the rear flange can scoop up the ball. The company is offering the VZN.1i with a 1.5 degree forward shaft lean or a vertical shaft option in order to fit more golfers. Each VZN.1i is hand balanced and 10 other stages before it is complete and ready to ship. L.A.B. has its custom program where the golfer can select their length and lie but also head color, shaft upgrades, and grips to make their VZN.1i fit them perfectly.

The VZN.1i is available now starting at $499 for stock models and $599 for custom.

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2026 Edition: Most comfortable walking shoe? – GolfWRXers discuss

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In our forums, one user has asked a question sure to interest all sorts of golfers. What’s the most comfortable walking shoe of 2026?

@RobDMB posed the following question:

“Looking for suggestions/recommendations on the currently available most comfortable walking shoes – preferably waterproof. Essentially looking for something comfortable like a running shoe, but with some stability and waterproof for golf. Decent room in toe box as well. Any recommendations are appreciated. Thanks!”

Our members in the forum have been sharing their own recommendations on the best walking shoes that can also survive a number of golf rounds. Here are a few posts from the thread, but make sure to check out the entire discussion and have your say at the link below.

  • SheriffBooth: “To check all your boxes I’d vote for whichever of the current Nike lineup fits your feet the best. Obviously the Victory Pro 4 and Victory Tour 4 are good enough for the two best players in the world, but the new Pegasus, Next% Tour 3, and Tempo all look really good too.”
  • i*windows: “when I had issues with my feet I played in Asics running shoes they were a little bit like the hoka’s above, very comfortable, now I’m back to Ecco shoes which are great.”
  • mshills: “Everyone’s feet are different so this will be a long list of lots of different shoes. For me, anything from Ecco’s Biom lineup. Nothing else comes close.”

Entire Thread: “2026 Edition: Most Comfortable Walking Shoe?”

If you aren’t a member, join us in the GolfWRX forums today!

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