Connect with us

Equipment

Vega Looks to Capitalize on Golf’s Ultra-Premium Push

Published

on

You know when an upscale steakhouse opens in your town, and no one wants to go because it’s too expensive? But then a ritzy Italian restaurant opens next door, and a high-end seafood restaurant opens next to that. Now the area is booming, and the original steakhouse’s prices don’t seem so outrageous anymore. Vega is that steakhouse in the ultra-premium golf equipment world, and it has its sights set on an uptick in reservations thanks to competitors with even higher-priced menus.

Vega got its start as the in-house brand for famed Japanese forging house, Kyoei, which has been manufacturing golf clubs for more than five decades. It was purchased by Professional Golf Europe (PGE) in 2012 with an agreement that PGE continue use the Kyoei factory to manufacture Vega’s one-piece irons. Its reputation is similar to Miura, a fellow Japanese golf equipment manufacturer. While Miura is significantly more popular than Vega in the U.S., it’s similarly perceived among its fans for its quality and attention to detail: particularly its one-piece irons.

“Up until this point, [Vega has] always been perceived as really expensive in the market.” “Now, all of the sudden, we’re half the price of some of the new brands.”

As in the restaurant example above, economics of the golf equipment industry have rapidly shifted in the last two years. Newcomer PXG stunned the industry with irons priced at more than $300 per club, two-to-three times the going rate. Even more stunning was the popularity of the clubs with golfers; PXG became dominant in the ultra-premium space. The industry took notice, and that’s what led things to where they are now. Titleist and Callaway have both made a push into the ultra-premium space with similarly priced products, while historically ultra-premium brand Miura is undergoing a rebrand and retooling its product line to enhance its appeal.

Vega_Alcor_Wedges

Vega’s new Alcor wedges sell for $260 per club in the U.S.

Despite the increased competition, the shift in the marketplace can be seen as an opportunity for Vega; not at the high end of the ultra-premium market that it once occupied, but in a new “affordable luxury” category that seems to be emerging. “Up until this point, [Vega has] always been perceived as really expensive in the market,” says Peter Lord, Director of Professional Golf Europe, the parent company that owns Vega. “Now, all of the sudden, we’re half the price of some of the new brands.”

Lord’s reference was to PXG, whose new 0311XF irons start at $350 per club, or $2800 for an eight-piece set. Golfers who want them in the company’s special dark finish will pay an extra $150 per club, raising the price to $4000 per set. Vega’s irons sell for around $2000 per set, depending on the model (Vega also sells a full line of metal woods, wedges and putters that the company plans to promote more aggressively going forward).

There are other reasons for Vega’s resurgence, particularly in North America. The first has to do with distribution. In 2016, Jennifer Gard of Eagle Golf Distributors purchased the rights to distribute Vega in North America. Gard, whose company also distributes Veylix shafts, felt that Vega was being undervalued by North American golfers due to a lack of retail presence and chatter. She didn’t see it as a product problem, although she and Lord recognized that there was an opportunity for Vega to add a new page to its menu, so to speak.

“All we’re doing is moving the balance point from old school, hand crafted to more of the tech side.”

Vega’s new Mizar irons and Alcor wedges are the first of the company’s new Star Line, which focuses on improved performance through multi-material constructions. It’s a completely new focus for the company, at least in irons, which had been focused almost entirely on one-piece forged designs.

The Mizar irons ($280 per club) are made from two main pieces: a forged club head that’s merged with a thinner, maraging forged club face. A tungsten weight is also used in the design of each iron to optimize the center of gravity of each club. It’s located inside the sole, and its location varies based on the club. Long irons have the tungsten weight in the heel, mid-irons have the weight in the middle of the club and short irons have the weight on the toe. “With Mizar and all future Star Line (clubs), all we’re doing is moving the balance point from old school, hand crafted to more of the tech side,” Lord says.

Vega will continue to offer what it’s calling its “Classic” VC line of one-piece irons, which are offered in a range of sizes to please traditionalists of all skills levels. They’ll maintain their traditional lofts, which is an area of sensitivity for many golfers.

mizar-more-info2

The Mizar irons take a much more modern approach to distance. The stock pitching wedge loft is 42 degrees, which is 1-degree stronger than the 9-iron loft of Vega’s VM-01 and VM-02 muscleback irons. It’s not a total distance-first approach, however. Whereas many golf equipment manufacturers have focused on making the club faces as thin as possible in their distance-iron models to improve performance, Vega decided to make its Mizar iron faces thicker. They’re 3.5 millimeters in thickness, according to Lord, a design that maintains soft feel Vega is known for across the club face. “It’s less hot, but it still gives it forgiveness on off-center hits,” Lord says.

The Alcor wedges ($260 per club) are a one-piece forged design, but like the Mizar irons they have channels cut into their forged bodies that helped designers alter center of gravity for better performance. With the wedges, the aim was to push the weight higher and toward the center of the club to improve spin and feel.

Lord called Alcor “the first of a long-term strategy with wedges.” He also hinted that Vega will expand the Mizar iron lineup with a both larger and smaller model, although he says golfers shouldn’t expect to see them in stores for at least 18 months.

Discussion: See what GolfWRX Members are saying about the Mizar irons and Alcor wedges in our forum. 

Your Reaction?
  • 28
  • LEGIT9
  • WOW6
  • LOL3
  • IDHT1
  • FLOP5
  • OB3
  • SHANK84

Zak is the Editor-in-Chief of GolfWRX.com. He's been a part of the company since 2011, when he was hired to lead GolfWRX's Editorial Department. Zak developed GolfWRX's Featured Writer Program, which supports aspiring writers and golf industry professionals. He played college golf at the University of Richmond (Go Spiders!) and still likes to compete in tournaments. You can follow Zak on Twitter @ZakKoz, where he's happy to discuss his game and all the cool stuff that's part of his job.

Continue Reading
18 Comments

18 Comments

  1. Francisco

    Jul 1, 2017 at 12:39 am

    Without doubt, one of the most versatile irons i have ever played. I play 6 hp and my last irons were Bridgestone j15 mb

  2. jc

    Jun 19, 2017 at 5:05 pm

    how long before they are in the used club rack at roger dunn? in the mean time, I will keep hitting my pings rather than sell my house for a set of irons.

  3. Bert

    Jun 17, 2017 at 12:05 pm

    Are these as ugly as the PXG irons? Maybe no, they look better to me. I’m not saying I like the look, but better than some club-head with a bunch of set screws.

    Who cares if the club-head housing is forged, the face is all that strikes the ball and the face is forged. Ok I guess I’m confused. If the club-head is solid, then forging is great, but if hollow, who cares. I can’t see where being a forged head matters for these designs. Just more marketing gimmicks to lead you to believe these over the top priced irons are great.

  4. Tom54

    Jun 16, 2017 at 1:57 pm

    The way I look at it go ahead and bring another premium club to the market. Will just be another one that I could care less about. That is one ugly club.

    • Gorden

      Jun 16, 2017 at 8:07 pm

      AGREE WITH YOU, IT IS AMAZING HOW MANY SETS OF PXG IRONS ARE FOR SALE ON EBAY, IF THEY ARE ALL THAT WHY WOULD SO MANY BE GETTING RID OF THEM…IF YOUR AN AVERAGE GOLFER EVEN A 15 HANDICAP OR MORE THE ONLY REASON TO EVER BUY NEW CLUBS IS YOU WANT THEM OR YOU WORE YOUR OLD ONES OUT AFTER 10 YEARS.

  5. Duk Koo Kim

    Jun 16, 2017 at 4:54 am

    They look like golf’s version of the Edsel! Horrendous!

  6. H

    Jun 16, 2017 at 3:13 am

    They used to be cool, but not any more

  7. RG

    Jun 16, 2017 at 2:24 am

    Those irons make the Adams XTDs look good! Absolutely hideous clubs! If I see you playing those I am going to point and laugh out loud!

  8. chinchbugs

    Jun 15, 2017 at 5:13 pm

    I can’t shank them till I have tested them….oh wait! Yes I can! Shank.

  9. jgpl001

    Jun 15, 2017 at 4:21 pm

    Unbelievably UGLY

    I don’t care how exclusive they are I wouldn’t pay one dollar for them

  10. O

    Jun 15, 2017 at 12:57 pm

    Besotted gearheads must feel so inadequate, impotent, deflated, ashamed of their standard clubs which are being obsoleted semi-annually… and now the best technology is going into the ultra premium clubs. How can they live with themselves and their low class crap clubs?!!

  11. Brandon

    Jun 15, 2017 at 12:38 pm

    TaylorMade has already ruined the golf industry.

  12. Dat

    Jun 15, 2017 at 9:01 am

    Hideously bad. This ultra expensive push in the industry is exactly what will make the industry fail.

    • Cory

      Jun 15, 2017 at 10:11 am

      You don’t understand economics or how supply and demand work do you?

    • ROY

      Jun 15, 2017 at 11:16 am

      WHy will it make the industry fail – that like saying that Ferrari will make the auto industry fail. As long as the ultra priced items supplement the market and do not replace other areas of the market (which is what they are doing) then you should be fine.

      • Adam Crawford

        Jun 15, 2017 at 3:03 pm

        Exactly. These brands we’re hearing about that are the “Ultra-Premium” have been around for decades, quietly occupying a small niche market. Zak’s analogy is perfect. Casual golfers didn’t know they existed because the major marketing push has always grouping a few club makers into a category ($1k-1,500 for irons). But the fascinating thing about PXG is that they opened the flood gates and made people realize this market existed. These companies won’t have anything to do with the success or failure of the industry. They operate independently and don’t have to stock the shelves of 500 retailers so they don’t have capital tied up in inventory (which is where a lot of companies struggle with the bottom line), which means they basically produce them on demand.

  13. doesnotno

    Jun 15, 2017 at 8:48 am

    Mizar irons, $280 each. Sweet.

Leave a Reply

Your email address will not be published. Required fields are marked *

Whats in the Bag

Austin Cook’s Winning WITB: The 2017 RSM Classic

Published

on

Driver: Ping G400 LST (8.5 Degrees)
Shaft: Fujikura Speeder 661 Evolution TX-Flex

3 Wood: Ping G400 Stretch (13 Degrees)
Shaft: Fujifuke Motore Speeder VC 7.2 TX-Flex

Hybrid: Ping G400 3 Hybrid (19 Degrees)
Shaft: Matrix Ozik Altus Tour H8 91X

Hybrid: Ping G400 4 Hybrid (22 Degrees)
Shaft: Matrix Ozik Altus Tour H8 91 X

Irons: Ping S55 Orange Dot (5-PW)
Shafts: KBS Tour S-Flex

Wedges: Ping Glide 2.0 SS (50-12, 56-12), Ping Glide 2.0 WS (60)
Shaft: True Temper Dynamic Gold S400 Tour Issue

Putter: Ping Sigma G Tyne 
Grip: SuperStroke Mid-Slim 2.0

Golf Ball: Titleist Pro V1

5095fce33e880406a172796becbc64f8 6900daf1b0d2a2751ffa5557ac3865f7 2340677acd0b3c6d0f53ae8fa46c2024 80f602716821fd9518f148951913c9c0 4df372aac347ad61f031f519a1fd1edb 48039d9dfced6272ba047b51e6265d03 6fecf1d551cb1559587f1f17392ba7c8 0519679f5fdaaae2ffbaf2d97c0def72 5445ea5d9987cddfda04efba5d2f1efd

Related

Your Reaction?
  • 65
  • LEGIT7
  • WOW3
  • LOL2
  • IDHT0
  • FLOP0
  • OB1
  • SHANK5

Continue Reading

Whats in the Bag

Jon Rahm’s Winning WITB: 2017 DP World Tour Championship

Published

on

Driver: TaylorMade M2 2017 (10.5 degrees)
Shaft: Aldila Tour Green 75X

3 Wood: TaylorMade M1 2017 (15 degrees)
Shaft: Aldila Tour Green 75TX

5 Wood: TaylorMade M1 2017 (19 degrees)
Shaft: Graphite Design Tour AD-DI 8X

Irons: TaylorMade P-750 (4-PW)
Shafts: Project X 6.5

Wedges: TaylorMade Milled Grind (52 and 56 degrees), TaylorMade “Hi-Toe” (60 degrees)
Shafts: Project X 6.5

Putter: TaylorMade Spider Tour Red

Golf Ball: TaylorMade TP5x

Related

Your Reaction?
  • 49
  • LEGIT9
  • WOW3
  • LOL2
  • IDHT0
  • FLOP0
  • OB1
  • SHANK5

Continue Reading

Equipment

See what GolfWRX Members are saying about Mizuno’s new ST-180 driver

Published

on

Mizuno has recently released a new ST-180 driver that we spotted on Tour at the 2017 RSM Classic. The company’s “wave sole” technology makes an appearance for the first time in a Mizuno driver; the design is used to push weight low and forward to reduce spin rates, and the construction contracts and expands during impact to increase energy into the golf ball. The result is a lower-spinning driver, especially for those who hit down on the golf ball, and increased ball speeds across the face.

The ST-180 drivers have a new Forged SP700 Titanium face insert that allows the faces to be made thinner — saving weight from the face while increasing ball speeds — and they feature what the company calls a “Internal Waffle Crown” that saves weight to help shift CG (center of gravity) low and forward in the head.

There’s a slew of custom shafts available for no upcharge. The stock grip is Golf Pride’s M31 360, and the drivers are selling for $399.99, available in stores now.

Below is a collection of early feedback from GolfWRX members, and make sure to join the full discussion. See more photos of the ST-180 driver here.

Note: The posts below have been minimally edited for grammar and brevity.

GolfWRX Members comment on the new Mizuno ST-180 driver

TeeGolf: I’ve seen the ST180 driver [in person] and it looks like it sits perfectly square to me. And this is coming from someone who has been playing a Titleist driver set 1-degree open for the past 3 years. It doesn’t look closed at all. 

trhode: I’ve been playing the M2 all year. In comparison at address, the ST is very closed. I had 3 customers look at it yesterday too and they all had the same reaction: closed. That being said, I did play 18 on the simulator and hit some monster drives. The head, with the Raijin shaft, seems to be just a little lower spin than my TaylorMade M2. The blue finish doesn’t bother me either. 

akjell: Hit this yesterday at the Mizuno demo day yesterday at Eagle Ridge in Gilroy, CA. Far from a hook machine but definitely a bomber. The Mizuno’s reps put me in a Mitsubishi Tensei White 70X and I could hit this this driver on a string possibly a bit better than my M1. Of the Mizuno drivers of late, this has to be the best one.

odshot68: Ordering it today. Was fit and played a round with it. Optimal launch and spin. Tensei Blue 70x at 9.5 degrees. This is definitely not left bias; first Mizzy driver ever.

nmorton: Hit this today and it’s going in the bag. Just a classic head shape that suits my eye. Been messing around with a number of drivers over the past year and haven’t singled one out. Last long term driver I had was the 850. The ST checks all of the boxes for me…looks great down by the ball, sounds solid and performs as good as any other. What really sold me was how well slight mis-hits performed. I had the 12.5 dialed down so it definitely sat open a bit. Didn’t hit the fairway but it looks sharp as well. 

evoviiiyou: Had a chance to test the driver with a couple shafts last night. The head is definitely deeper than the JPX900 and the footprint seems bigger from he set up position, very confidence inspiring like the JPX900 but a little improved. Finish and graphics are very similar to the 900 which is very nice if you like the satin Mizuno blue and I do love it just like the satin black I recently had done to my JPX driver and 3 metal. 

regiwstruk: My current gamer is a Titleist 917D3, and this is definitely replacing that. I used a JPX 900 from November 2016 through June 2017 — biggest differences are the sound and that the distance is up there with at least one of the leaders in the market. Anxious to see how it does on the course! 

Paul065: It is high launch, low spin yes but I wouldn’t say it was targeted at the average golfer. It’s basically their version of Callaway Epic Sub Zero. Rory used the Sub Zero. 

Tommyj: I went down to Carls yesterday specifically to look at the ST180. I’ve read some comments that the face looks closed. When I picked it up it was in the 10.5D position and did look slightly closed but then looked perfectly square at 9.5D and also square at 10.5D which seemed sort of odd. The shape is not for me, I had a Cobra F6 and while the ST180 footprint isn’t that big its still substantial. I like blue on drivers and the ST180 has a real quality look to it with the matte finish, having said that I’m not sure I’d want to be looking at that shade of blue all the time. The sound was an absolute killer for me, it was completely unexpected because I always associate Mizuno with being traditional and understated… ST180 launch was lower than G400 in the neutral setting, about the same when I lofted the Ping down.  ST180 was noticeably lower than D2. Longest driver of the three was G400, followed by ST180 then D2. For me the ST180 had the widest dispersion with G400 being the most accurate (by a wide margin).

Discussion: Read more comments about the ST-180 driver here

Your Reaction?
  • 81
  • LEGIT11
  • WOW7
  • LOL4
  • IDHT3
  • FLOP4
  • OB2
  • SHANK10

Continue Reading

19th Hole

Facebook

Trending