Opinion & Analysis
Why Today’s Clubs Are More Affordable Than You Think
If you’ve read my previous ramblings pieces, you’ve probably noticed where I see myself fitting in as a writer on this site. I’ve fantasized about a career in golf, but ultimately I’m just a regular hack with a sincere passion for the game who one day thought to himself, “You know what? I’m going to give this a go. I’m going to follow a passion and see what happens.” Look at me now, riding this whole blogging roller coaster.
With that being said, I now feel like we can all be friends and I can come to you with the following confession: I originally set out to write this piece by pointing my finger at the equipment manufacturers. “Look how much these golf clubs cost!” I thought to myself. “Who do you think you are? People have real concerns like mortgages and college funds!” Then as I sat down to write with literally a blank screen, the engineer in me took over and I thought to myself, “Let’s do this the right way. Let’s collect some data so that we can make an informed, objective decision.” Below is what I found on this journey.
The first place to start was by establishing a benchmark from which to evaluate the prices of today’s golf clubs. That part didn’t take long to figure out. It’s got to be the Ping Eye 2’s. Nearly every golfer from every walk of life (myself included) had a set of Ping Eye 2 irons in the 80’s and 90’s. Heck, tons of people still game a set today. Calling it a successful set of irons would be the understatement of the century. So, I proceeded to call up Ping and make my first official contact in the industry: its internal company historian. Yes, they have one of those.
I called Ping HQ and explained that I was a writer and I was looking for information on the Ping Eye 2’s. The voice on the other end said, “You should probably talk to our company historian. Hang on, I’ll transfer you.” A very polite man picked up the phone. I introduced myself and explained that I was working on a piece for GolfWRX. We exchanged some small talk and I learned this gentleman started working as a photographer for Ping in 1986 and has been the company historian since 2005. I proceeded to ask him if he could tell me what the retail price was for Ping Eye 2’s when they were released. “Hmm,” he said. “No one’s ever really asked me that one before.” That’s when I figured I was on to something.
He rummaged around his office and found some old price books. Some of the highlights I jotted down were that the Ping Eye 2 Plus irons cost $90 per club in 1996. Ping Eye irons were $55 each in September of 1981, and in 1980, a Ping Anser would have set you back $34. He was unable to find a price book from 1982 (the year the Eye 2 was released), but we exchanged some more small talk.
“I have it in my mind that the price of that club was $65 with a steel shaft,” he said. “I feel pretty confident about that.” After some more chit chat, he offered an anecdote: “I remember not long after I started working here, they asked me to come down to the shop floor to take some pictures because they had just gotten to a point where they were making 10,000 irons a day!” This was in 1986, which was probably very close to the peak of popularity for the Eye 2’s. Everything about that conversation told me I’d found my benchmark.
OK, story time is over. WARNING: MATH CONTENT FOLLOWS!
According to the U.S. Census, the median household income in America in 1982 was $20,171. I’ll skip through the boring details (though I do have the calculations if this causes an uproar) and say that household was left with $15,733.38 in their pockets after they paid taxes (assuming they were “married filing jointly”). Now, if said median household contained a golf addict who chose to splurge on a set of Ping Eye 2’s, an eight-club set (standard 3-PW, for example) at $65 each would have cost him or her $520. This would’ve been 3.3 percent of net income at the time. If you’re not a numbers person and all this just whizzes right by your head, just remember 3.3 percent. That’s how much of annual income the average guy (or gal) in America would have had to shell out to get the best golf clubs in the world in 1982.
I feel like I need a quick side note here. Please don’t make this about taxes and/or politics. This website is not the place for that discussion. I included that data only because it’s relevant to the actual topic at hand. Stay focused.
OK, let’s fast forward to today. In 2015 (I’m using the most recent data I could find here), the median household income in the U.S. was $56,516, which came out to $48,961.10 after paying taxes (again, assuming “married filing jointly” status). As previously discussed, the Ping Eye 2 essentially set the benchmark at 3.3 percent of net income 33 years earlier. That same percentage of the median household’s net income in 2015 comes out to $1,618.20.
Kind of surprising, isn’t it? At least that’s higher than what I thought. Ultimately, what this means is that if the “average Joe” in the U.S. spent less than $1,600 on his new set of clubs in 2015 (which I’ll wager the vast majority did), it was a smaller piece of his annual income than what his father presumably spent in 1982. See? Look at me now. I basically just justified your next club purchase for you. You’re welcome. I knew we could be friends.
Most of you already know this, but here’s a quick cross section of some things that are hot today:
- TaylorMade’s new P-790 irons were announced this week. They cost $1,299.99 for an eight piece set with steel shaft.
- The new Mizuno MP-18 range is set to be released to the public next month will cost $150 per club, which comes out to $1,200 for a set.
- Titleist’s 718 iron lineup was just announced this week, and it ranges in price from $999.99 (AP1) to $1299.99 (MB, CB, AP2, AP3) with steel shafts. The company’s premium T-MB irons will cost $250 per club, or $1999.99 per set.
What does that say about the really high priced jobs? Glad you asked!
- Callaway Epic and Epic Pro Irons are priced at $250 each, so an eight-club set comes out to $2,000. This is approximately 4.1 percent of the median household’s annual income in the U.S.
- PXG irons will set you back about $300 each, so an eight-club set would come out to $2,400. This comes out to 4.9 percent of the median household’s annual income in the U.S.
I understand this isn’t completely apples-to-apples because these are 2017 prices evaluated against a 2015 income, but it gives you a pretty good feel for where they stand.
It goes without saying that the market ultimately determines a price for everything… you know, that whole supply and demand thing. Everything from golf clubs to toilet paper is ultimately worth what the customer is willing to pay. Only you can decide if you think it’s worth the premium that Callaway, PXG, Titleist and others are charging. Some companies are definitely aiming at a price point that our market has not previously seen before, but in the end, it’s the wallets of consumers who will decide if they’re off their rockers or not.
As for the vast majority of products on the market today? All things considered, they are incredibly well-priced. The product you’re getting for your money in this day and age absolutely smashes arguably the most ground-breaking set of irons of all time, especially when you factor in the overwhelming amount of custom fitting options available today. It’s a great day to be alive… and playing golf!
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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.
Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.
But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.
To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.
Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.
If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.
In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.
Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.
While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.
So, what about grooves and face texture?
Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.
Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.
But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?
The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.
So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.
And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.
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Golf's Perfect Imperfections
Golf’s Perfect Imperfections: Amazing Session with Performance Coach Savannah Meyer-Clement
In this week’s episode, we spent some time with performance coach Savannah Meyer-Clement who provides many useful insights that you’ll be able to implement on the golf course.
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19th Hole
Vincenzi’s 2024 RBC Heritage betting preview: Patrick Cantlay ready to get back inside winner’s circle
Just a two-hour drive from Augusta National, the PGA TOUR heads to Harbour Town Golf Links in Hilton Head Island, S.C. Hilton Head Island is a golfer’s paradise and Harbour Town is one of the most beautiful and scenic courses on the PGA TOUR.
Harbour Town Golf Links is a par-71 that measures 7,121 yards and features Bermuda grass greens. A Pete Dye design, the course is heavily tree lined and features small greens and many dog legs, protecting it from “bomb-and-gauge” type golfers.
The field is loaded this week with 69 golfers with no cut. Last year was quite possibly the best field in RBC Heritage history and the event this week is yet another designated event, meaning there is a $20 million prize pool.
Most of the big names on the PGA Tour will be in attendance this week with the exceptions of Hideki Matsuyama and Viktor Hovland. Additionally, Webb Simpson, Shane Lowry, Gary Woodland and Kevin Kisner have been granted sponsors exemptions.
Past Winners at Harbour Town
- 2023: Matt Fitzpatrick (-17)
- 2022: Jordan Spieth (-13)
- 2021: Stewart Cink (-19)
- 2020: Webb Simpson (-22)
- 2019: CT Pan (-12)
- 2018: Sotoshi Kodaira (-12)
- 2017: Wesley Bryan (-13)
- 2016: Branden Grace (-9)
- 2015: Jim Furyk (-18)
In this article and going forward, I’ll be using the Rabbit Hole by Betsperts Golf data engine to develop my custom model. If you want to build your own model or check out all of the detailed stats, you can sign up using promo code: MATTVIN for 25% off any subscription package (yearly is best value).
Key Stats For Harbour Town
Let’s take a look at key metrics for Harbour Town Golf Links to determine which golfers boast top marks in each category over their past 24 rounds.
Strokes Gained: Approach
Strokes Gained: Approach is exceedingly important this week. The greens at Harbour Town are about half the size of PGA TOUR average and feature the second-smallest greens on the tour. Typical of a Pete Dye design, golfers will pay the price for missed greens.
Total SG: Approach Over Past 24 Rounds
- Scottie Scheffler (+1.27)
- Tom Hoge (+1.27)
- Corey Conners (+1.16)
- Austin Eckroat (+0.95)
- Cameron Young (+0.93)
Good Drive %
The fairways at Harbour Town are tree lined and feature many dog legs. Bombers tend to struggle at the course because it forces layups and doesn’t allow long drivers to overpower it. Accuracy is far more important than power.
Good Drive % Over Past 24 Rounds
- Brice Garnett (88.8%)
- Shane Lowry (+87.2%)
- Akshay Bhatia (+86.0%)
- Si Woo Kim (+85.8%)
- Sepp Straka (+85.1%)
Strokes Gained: Total at Pete Dye Designs
Pete Dye specialists tend to play very well at Harbour Town. Si Woo Kim, Matt Kuchar, Jim Furyk and Webb Simpson are all Pete Dye specialists who have had great success here. It is likely we see some more specialists near the top of the leaderboard this week.
SG: TOT Pete Dye per round over past 36 rounds:
- Xander Schauffele (+2.27)
- Scottie Scheffler (+2.24)
- Ludvig Aberg (+2.11)
- Brian Harman (+1.89)
- Sungjae Im (+1.58)
4. Strokes Gained: Short Game (Bermuda)
Strokes Gained: Short Game factors in both around the green and putting. With many green-side bunkers and tricky green complexes, both statistics will be important. Past winners — such as Jim Furyk, Wes Bryan and Webb Simpson — highlight how crucial the short game skill set is around Harbour Town.
SG: SG Over Past 24 Rounds
- Jordan Spieth (+1.11)
- Taylor Moore (+1.02)
- Wyndham Clark (+0.98)
- Mackenzie Hughes (+0.86)
- Andrew Putnam (+0.83)
5. Greens in Regulation %
The recipe for success at Harbour Town Golf Links is hitting fairways and greens. Missing either will prove to be consequential — golfers must be in total control of the ball to win.
Greens in Regulation % over past 24 rounds:
- Brice Garnett (+75.0%)
- Scottie Scheffler (+69.9%)
- Corey Conners (+69.0%)
- Shane Lowry (+68.3%)
- Patrick Rodgers (+67.6%)
6. Course History
Harbour Town is a course where players who have strong past results at the course always tend to pop up.
Course History over past 24 rounds:
- Patrick Cantlay (+2.34)
- Cam Davis (+2.05)
- J.T. Poston (+1.69)
- Justin Rose (+1.68)
- Tommy Fleetwood (+1.59)
The RBC Heritage Model Rankings
Below, I’ve compiled overall model rankings using a combination of the five key statistical categories previously discussed — SG: Approach (24%), Good Drives (20%), SG: SG (14%), SG: Pete Dye (14%), GIR (14%), and Course History (14%)
- Shane Lowry
- Russell Henley
- Scottie Scheffler
- Xander Schauffele
- Corey Conners
- Wyndham Clark
- Christiaan Bezuidenhout
- Matt Fitzpatrick
- Cameron Young
- Ludvig Aberg
2024 RBC Heritage Picks
Patrick Cantlay +2000 (FanDuel)
With the exception of Scottie Scheffler, the PGA Tour has yet to have any of their star players show peak form during the 2024 season. Last week, Patrick Cantlay, who I believe is a top-5 players on the PGA Tour, took one step closer to regaining the form that’s helped him win eight events on Tour since 2017.
Cantlay limped into the Masters in poor form, but figured it out at Augusta National, finishing in a tie for 20th and ranking 17th for the week in Strokes Gained: Ball Striking. The former FedEx Cup champion will now head to one of his favorite golf courses in Harbour Town, where he’s had immaculate results over the years. In his six trips to the course, he’s only finished worse than 7th one time. The other finishes include three third places (2017, 2019, 2023) and one runner-up finish (2022). In his past 36 rounds at Harbour Town, Cantlay ranks 1st in Strokes Gained: Total per round at the course by a wide margin (+2.36).
Cantlay is winless since the 2022 BMW Championship, which is far too long for a player of his caliber. With signs pointing to the 32-year-old returning to form, a “signature event” at Harbour Town is just what he needs to get back on the winning track.
Tommy Fleetwood +3000 (FanDuel)
I truly believe Tommy Fleetwood will figure out a way to win on American soil in 2024. It’s certainly been a bugaboo for him throughout his career, but he is simply too talented to go another season without winning a PGA Tour event.
At last week’s Masters Tournament, Fleetwood made a Sunday charge and ended up finishing T3 in the event, which was his best ever finish at The Masters. For the week, the Englishman ranked 8th in the field in Strokes Gained: Approach, 10th in Strokes Gained: Ball Striking and 16th in Strokes Gained: Putting.
Harbour Town is a perfect layout for Fleetwood, and he’s had relative success at this Pete Dye design in the past. In his four trips to the course, he’s finished inside of the top 25 three times, with his best finish, T10, coming in 2022. The course is pretty short and can’t be overpowered, which gives an advantage to more accurate players such as Fleetwood. Tommy ranks 8th in the field in Good Drive % and should be able to plot his way along this golf course.
The win is coming for Tommy lad. I believe there’s a chance this treasure of a golf course may be the perfect one for him to finally break through on Tour.
Cameron Young +3300 (FanDuel)
Cameron Young had a solid Masters Tournament last week, which is exactly what I’m looking for in players who I anticipate playing well this week at the RBC Heritage. He finished in a tie for 9th, but never felt the pressure of contending in the event. For the week, Young ranked 6th in Strokes Gained: Off the Tee and 6th in Strokes Gained: Ball Striking.
Despite being one of the longest players off the tee on the PGA Tour, Young has actually played some really good golf on shorter tracks. He finished T3 at Harbour Town in 2023 and ranks 20th in the field in Good Drive% and 16th in Greens in Regulation in his past 24 rounds. He also has strong finishes at other shorter courses that can take driver out of a players hand such as Copperhead and PGA National.
Young is simply one of the best players on the PGA Tour in 2024, and I strongly believe has what it takes to win a PGA Tour event in the very near future.
Corey Conners +5500 (FanDuel)
Corey Conners has had a disappointing year thus far on the PGA Tour, but absolutely loves Harbour Town.
At last week’s Masters Tournament, the Canadian finished T30 but ranked 20th in the field in Strokes Gained: Approach. In his past 24 rounds, Conners ranks 3rd in the field in Strokes Gained: Approach, 3rd in Greens in Regulation % and 24th in Good Drive %.
In Conners’ last four trips to Harbour Town, his worst finish was T31, last season. He finished T4 in 2021, T12 in 2022 and ranks 8th in Strokes Gained: Total at the course over his past 36 rounds.
Conners hasn’t been contending, but his recent finishes have been encouraging as he has finished in the top-25 in each of his past three starts prior to The Masters, including an impressive T13 at The PLAYERS. His recent improvement in ball striking as well as his suitability for Harbour Town makes Conners a high upside bet this week.
Shane Lowry (+7500) (FanDuel)
When these odds were posted after Lowry was announced in the field, I have to admit I was pretty stunned. Despite not offering much win equity on the PGA Tour over the last handful of years, Shane Lowry is still a top caliber player who has the ability to rise to the top of a signature event.
Lowry struggled to score at The Masters last week, but he actually hit the ball really well. The Irishman ranked 1st for Strokes Gained: Approach on the week and 7th in Strokes Gained: Ball Striking. As usual, it was the putter that let him down, as he ranked 60th in the field in Strokes Gained: Putting.
Harbour Town is most definitely one of Lowry’s favorite courses on the PGA Tour. In his six starts there, he’s finished in the top 10 three times, including third twice. Lowry is sensational at Pete Dye designs and ranks 7th in Strokes Gained: Total in his past 36 rounds on Dye tracks.
Lowry is perfect for Harbour Town. In his past 24 rounds, he ranks 5th in Strokes Gained: Approach, 2nd in Good Drive% and 5th in Green in Regulation %. If he figures it out on the greens, Shane could have his first win in America since 2015.
Lucas Glover +12000 (FanDuel)
This is one of my weekly “bet the number” plays as I strongly believe the odds are just too long for a player of Glover’s caliber. The odds have been too long on Glover for a few weeks now, but this is the first event that I can get behind the veteran being able to actually contend at.
Glover is quietly playing good golf and returning to the form he had after the understandable regression after his two massive victories at the end of 2023. He finished T20 at The Masters, which was his best ever finish at Augusta National. For the week, Lucas ranked 18th for Strokes Gained: Approach and 20th in Strokes Gained: Ball Striking.
Over his past 24 rounds, Glover ranks 9th in Strokes Gained: Approach and 13th in Good Drive %. Harbour Town is a short course that the 44-year-old will be able to keep up with the top players on Tour off the tee. He’s played the course more than 20 times, with mixed results. His best finishes at Harbour Town include a T7 in 2008, but recently has a finish of T21 in 2020.
Glover has proven he can contend with the stars of the Tour on any given week, and this number is flat out disrespectful.
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BC
Sep 22, 2017 at 8:23 am
Great, fun article.
Something I did to offset the higher prices was purchased custom clubs…but only the longer irons. 5 iron – 9 iron… If purchased at the correct time, the options are more affordable for the “feel” irons like the PW, 50º, SW and 60º… and for the 4 irons, I replaced that with a driving iron… The prices are still insane, but if you can time the purchase of the “feel” irons and get them on sale or at golf shows, you can really cut down the costs. Take a year or two to get the set to where you need it. But, that gives you plenty of time to master each club. Usually takes a good 100-200 solid hits with a club before you really start to call it your own. I agree with many of the comments to not believe the hype. Get the clubs that make you play at your comfort level. Confidence is so much more important that ego. I’m in marketing… I understand what these big name companies try to do each year. 20 MORE YARDS! pbbbbt…….no. More forgiving?… yes.
JR
Sep 21, 2017 at 8:57 am
More to the point is that these new irons that come out every year are obsolete before they’ve even hit the shops. I’ve worked in R&D and I know that truly innovative products do not come along three times a year. All the big manufacturers are doing is tinkering with the tech, throwing some jargon around to explain it and giving the aesthetics a make-over. Foam-injected clubheads, for example – they’re nothing new. I had a set of Taylor Mades in the late 80’s that featured this technology. That’s what makes this tussle with PXG all the more amusing – Taylormade were doing this stuff when Bob Parsons was still dreaming of making his own clubs.
At the end of the day, equipment is only as good as the guy using it but if you can afford this super-expensive kit and that’s what you want to do with your cash then good luck to you. Personally, the best money I’ve ever spent on gear and the only thing I can honestly say has definitely taken shots off my score is my laser range finder. If you haven’t got one you should.
BC
Sep 22, 2017 at 8:25 am
awesome. I agree with the rangefinder! Great call.
Chris
Aug 30, 2017 at 8:15 am
Woods are even “cheaper” than Irons today compared to before. I remember paying more than 700 dollars for a TP driver and around 550 dollars for a Callaway hawk eye Ti 3-wood on SALE.
birdy
Aug 29, 2017 at 1:43 pm
Few things to also consider…
Technology improvements also come with a more efficient manufacturing process and reduced costs. OEM’s can now produce superior equipment at lower costs. Their profits may actually be higher even as the pace of cost of equipment hasn’t kept up with inflation or increased wages. Its not like you look at a flat screen tv and think, it should cost $6k today since wages have increased from the days when a tv used to cost 4k.
Also, there is something call substitution in economics. If costs of golf increase to a point where an alternative activity becomes more more reasonable you may lose golfers. just because clubs are ‘cheaper’ now doesn’t mean that other suitable substitutes for golf have also increased in price.
And what about things that we buy that have outpaced inflation. this factors into our disposable income. for example….cost of kids sports and their equipment, healthcare costs, cost of food, and college tuition.
J Zilla
Aug 28, 2017 at 11:14 pm
I’d be kind of curious to know what percentage of golfers were buying high end clubs like Ping Eye 2’s at the time.
In my completely uninformed opinion it seems like golfers today of all skill levels are buying expensive clubs from the top manufacturers.
I feel like back in the 80s and before, a larger percentage of golfers would be playing cheapo full sets from the local sporting goods store or hand me downs (forget about getting fit back then!) and not typically buying high end sets like the Ping Eye 2.
Nowadays the cheapo set doesn’t really exist. You have to buy a minimum $750 Titleist, TM, etc. (well new at least)
I suppose as things were more hand made and there were less technological jumps or exotic materials being used, there probably wasn’t all that much difference between a premium set and a cheapo set of Spaldings or even clubs that were 20 years old.
Brad
Aug 29, 2017 at 10:46 am
I remember what a golf store owner told me about the new Ping Eye clubs when I asked him the same question in the early 1980s. He said he just sold 4 sets to a Japanese man who ships them back to Japan and sells them at triple the cost. Ping had to ration the clubs internationally while selling to the domestic market in the early days. The world is awash in USD and the Japanese were on top of the world in the 1980s.
Jim
Aug 28, 2017 at 3:46 pm
What dennis said. (Way up top) Don’t ever buy new clubs. Buy good used ones for 1/2 the price or less.
Jiminy
Aug 28, 2017 at 2:12 pm
Who buys these clubs? Idiot gearheads so they can brag how good they feel and how much farther they hit the ball, which is all neurotic lies. And the filthy rich who don’t have to look at the ticket prices on the clubs. Everybody else is saying no or giving up on golf because it’s too expensive and too time consuming. Golf participation is plummeting and the OEMs are just skimming off the last $$$$ from what’s left in the marketplace.
dennis
Aug 28, 2017 at 2:06 pm
I have to laugh every time I hear any type of golf associated person discuss the price of clubs and try to justify it. I worked for a golf shop for 3 years. I became a Callaway VIP and bought a set of Apex clubs for a great price. When I moved I stopped working altogether and after a few years decided it was time for new sticks. I coukd not believe the prices…………average of $900 for a set of 8 steel irons. I sold my Callaways on Craigs List, bought heads, shafts and grip components, and built my own “custom” clubs. I compared them with my old Callaways and the only difference was I hit my custom made clubs a bit longer (loft increase issue I am sure) and straighter. Now, pricing as follows:
Head $15.00
shaft $9.00
grip $6.00
Total cost per club = $30.00 each, or $240.00 for 8.
No way can anyone justify overhead of $660.00.
Ron
Aug 28, 2017 at 4:20 pm
The extra you’re paying for is the ridiculous player contracts
Shanks Happen
Aug 28, 2017 at 12:50 pm
Let’s be honest. They are charging that much for a set of irons or a driver because they can. The guys who demand to get the newest will buy it. The guys who either don’t want to or can’t pay for it now will wait 6-8 months and get it for $50-250 less. All of this is factored in. For all the “new” technology in clubs, the tooling methods and (for the most part) materials remain the same. At this point, the biggest part of the cost of a golf club is marketing and over-padding to make money on the club in 6-8 months when you drop the price or drop a new club on us.
Peter Schmitt
Aug 28, 2017 at 11:24 am
Thanks for the comments, folks. I expected this to gather some of the reactions seen here. I will agree with many of you in that there are many different ways to go about calculating this and tons of factors to consider. However, no one would’ve wanted to read a PhD thesis (myself included). It is interesting food for thought, however, which is why I thought it worth sharing. Cheers!
Tom54
Aug 28, 2017 at 9:22 am
There have always been pricy clubs. I recall paying $750 for some Ping eye 2 beryllium model in the mid-80’s which was a lot. Even in early 90’s I was a huge Nick Faldo fan and had to have a set of Mizuno mp-29’s. Those were $1000. Also the early model of Snake Eye wedges were $200 which is more than a current Vokey wedge which are the best out there. I even recall getting a Taylormade 425 tp driver which retailed for $799. Some models have stayed relatively expensive and some have sort of stayed within reason. It is still exciting to see new clubs coming out Everyone has an idea what they are willing to spend. Look in any bag at your average course and you will truly see it all.
John Krug
Aug 28, 2017 at 8:34 am
Can we have an article on the increasing cost to join a Trump golf club?
Peter Schmitt
Aug 28, 2017 at 11:17 am
I am in no way saying I am the standard by which all others should be measured in this department, but I am a former Marine, and therefore not a complete wimp. Having said that, I’m not touching that one with a 10-foot pole haha!!!!
Steve S
Aug 28, 2017 at 8:18 am
Interesting article. As a fellow ME I appreciate the approach and expected the criticism of that approach. You could have used a much more complicated analysis and probably come up with a similar answer. For me the cost component that is not usually considered the additional cost of doing business today. Advertising and marketing costs are a greater percentage of most businesses today along with human resources costs. These were much lower as a percentage of your business in the 1980’s. I still won’t buy a brand new set of irons because the technology really doesn’t have that big of an effect on my game. 10 year old irons are about the same as current models as far as results with my swing speed. I do see a difference if I go back to a 20 year old set, however.
So if you can have the discipline to buy a new set every 10 years your really only spending the equivalent of 2-3 rounds of golf a year on clubs.
Michael
Aug 28, 2017 at 5:56 pm
I’m a retired professional engineer and I still play a decent game with my green dot, +1″ Ping Zing 2’s, and the only thing I do to them is change the grips. I laugh at my playing buddies struggling with their new clubs and assuring us they have to get used to them.
I know my game and can control my clubs for consistent results. I don’t need an extra phantom 12 yards costing me $2000 and bragging rights with my new play toys. I play and perform; and not showing up with brand new toys to impress and intimidate. Men can revert into childhood with new toys.
Rich Douglas
Aug 27, 2017 at 10:28 pm
Adjusted for inflation, something that cost $520 in 1982 would cost about $1350 today. A set of Ping G irons costs $700 today, and a set of Ping G400s are $900. So, a vastly superior club at a remarkably lower cost. Nice.
Ken Y.
Aug 27, 2017 at 7:38 pm
I don’t think affordability is simply just a % of median income. Although that may be the way manufacturers price their products. You have to consider the costs of necessities. You obviously have your food, water, and shelter, but I doubt mobile phones and internet were common household expenses; which I would argue is a necessity in modern society. And speaking of shelter, how much is the average rent now vs. 80s? Basically, the point I’m trying to make is that people now have greater income, but a smaller discretionary budget. Thus, making golf clubs seem much more expensive even though it may track closely with inflation and median income. The article is a good start, but I think it’s only scratching the surface and too early to say “all things considered.” I don’t know if I’m right, but just my guess.
Mike
Aug 27, 2017 at 12:52 pm
$56,516 median income per household? You must split that number.
Husband’s income = $30,000. Wife’s income = $26,000. Get the picture?
Millennials will not justify buying such expensive sport equipment and then get dinged for another $50+ for one round of golf taking 5 hours (30 minutes playing and 4.5 hours standing around and gossiping and complaining about slow play). Besides, the wife will not permit such a purchase where she and the kids gets nothing from it.
Non-athletic millennials prefer to play video games, watch TV and playing Texas Holdem Poker and sitting on their butts. Get the picture?
Golf is dying from self-inflicted wounds and economic reality.
ooffaa
Aug 28, 2017 at 5:43 pm
you nailed it !!!
AceW7Iron
Aug 27, 2017 at 8:22 am
IMO…The tool itself can only carry so much value to the golfer and over a certain price point for a player to game overly expensive equipment is just to show others you can afford it (much like owning a new Tesla)
Ive been out gunned by partners playing A GGB Warbird driver,irons produced in 1977 and a bullseye putter. My point? Equipment has a set value to each and every player out there and there are not many that see value in a $2000 set of irons when they can play just as well with a $300 set.
One other thing…Everything else has gone up in price since those Ping Zings and some things more than others. Think housing…In 1996 you probably had more expendable income because shelter was more affordable. In todays market you will fork out a greater % of your income on the “necessities” which in reality leaves “less” for golf equipment. Why do you think Dicks,Golf Galaxy and the now defunct Golf Smith are/were struggling to stay afloat?
Rich Douglas
Aug 27, 2017 at 10:30 pm
Actually, the opposite is true. Take food. A few decades ago, the average family spent 25% of its disposable income on food. That is now down to 10%.
ROY
Aug 28, 2017 at 12:44 pm
Dicks,Golf Galaxy and the now defunct Golf Smith – the internet
Mat
Aug 27, 2017 at 6:05 am
Hey Schmittie,
Just a suggestion… stop being so patronising.
Woody
Aug 26, 2017 at 9:48 pm
This article confirms what I’ve been saying for years, golf is an expensive sport. This is from hand crafted wood clubs to what we have now. It always will be, get over it. I don’t have a lot of money, but pinch pennies in a lot of areas in my life to play. thank god I live in America which affords the middle class the ability to play.
birdy
Aug 28, 2017 at 9:32 am
Few things to also consider…
Technology improvements also come with a more efficient manufacturing process and reduced costs. OEM’s can now produce superior equipment at lower costs. Their profits may actually be higher even as the pace of cost of equipment hasn’t kept up with inflation or increased wages. Its not like you look at a flat screen tv and think, it should cost $6k today since wages have increased from the days when a tv used to cost 4k.
Also, there is something call substitution in economics. If costs of golf increase to a point where an alternative activity becomes more more reasonable you may lose golfers. just because clubs are ‘cheaper’ now doesn’t mean that other suitable substitutes for golf have also increased in price.
And what about things that we buy that have outpaced inflation. this factors into our disposable income. for example….cost of kids sports and their equipment, healthcare costs, cost of food, and college tuition.
ADIDAG
Aug 26, 2017 at 8:28 pm
Did you say golf(works) or golf w.r.x.
when you called Ping….
I just gotta know
ADIDAG
Aug 26, 2017 at 8:24 pm
This is some bull schmitt
Peter Schmitt
Aug 26, 2017 at 10:45 pm
Everything I write is a piece of Schmitt 😉
ADIDAG
Aug 27, 2017 at 9:13 am
Well keep em coming!!!!!!!!!
Bert
Aug 26, 2017 at 7:59 pm
Let’s see move manufacturing to China, Taiwan, and assembly in Mexico and you increase your profits. Since it’s so much better to manufacture off shore, perhaps the prices should have actually gone down.
Caroline
Aug 27, 2017 at 12:22 am
Add to that the fact the casting process is much more efficient now, and the specs for clubs are basically in every companies computer..just move the weight a bit, put in different pieces of plastic every year, cut the groves a bit different each year….may as well just give in and come back out with the Eye 2 because irons have NEVER really got any better…if it cost $10 to make an Eye 2 iron the first year they could have that down to $5 dollars now.
Rich Douglas
Aug 27, 2017 at 10:32 pm
Costs do NOT determine prices. Market forces do. Costs determine PROFITS.
Bert
Aug 28, 2017 at 8:29 am
Good Point – as well as greed. Remember the price points for clubs are “fixed” by the manufactures; that’s why retailers cannot compete, they must sell at the price “fixed” by the big boys.
Lim E Cheik
Aug 26, 2017 at 7:43 pm
You can thank the Chinese for the reasonable pricing.
Adam Crawford
Aug 26, 2017 at 5:21 pm
That’s was fun read. Definitely puts a different perspective on the idea that equipment is expensive. Well done, Peter!
!!!!!!!!!!!!!
Aug 26, 2017 at 9:57 pm
I’m about to buy some 718 AP2’s and was slightly disheartened by the price hike, but I’ll use this article to keep the wifey from getting to upset lol.
Like every article written on here there will be people picking apart every scenario, but I enjoyed it. And for the guys saying moving production over seas, and then complaining price points ect., yes moving club making over seas is cheaper for OEM’s and then us, but if they didn’t i imagine clubs here would be way more expensive. Also it’s all done basically by machines for the most part, so whether they’re cast/forged here or there, the product would be basically the same. Whether you pay someone $20 an hour here, or $5 an hour there the product would basically be the same. OEM’s want to make money, we want to spend the least amount for the best equipment, we can’t have it both ways.
Great article because it was different than the typical articles here. I hope there’s more like it to come.
Shane
Aug 26, 2017 at 4:00 pm
1200-2000 plus for irons is nuts, especially since the ole trusty Eye2s can be had for next to nothing and still perform as good as anything out there. Do not and am not trying to start a debate or argument of any sorts either, too many good deals to be had as long as you know what works for ones self. New is nice but not at today’s prices!!
Rich Douglas
Aug 27, 2017 at 10:39 pm
I used to feel that way, but there have been a few significant improvements since the Eye2.
Perimeter weighting in forged irons is an improvement. So is the use of multiple materials and welding instead of being limited to either casting or forging one metal. Softer metals than 17-4 steel are now used in casting. Perimeter weighting is more radical, increasing MOI. Moving weight ports as the heads change throughout the set improve launch angles. Slots in the top, bottom, and sides to increase COR (for more distance). All this and more for a cheaper (adjusted for inflation) price? Brilliant!
birdy
Aug 28, 2017 at 9:41 am
i lol every time someone says the eye2s perform as well as any of the new stuff on the market.
chris franklin
Aug 26, 2017 at 3:45 pm
An article based on false premises.
The prices quoted for Eye 2’s would have been Ping’s suggested retail price,check back in old golfing magazines and in golf shop adverts ‘ring for quote’ was the norm.
Almost nobody paid suggested retail.
The real nitty-gritty is how ridiculously high prices are asked for clubs that are mass produced in Chinese factories with no craftsmanship and mediocre quality,the EOM get away with it because perceptions of quality have changed enormously over the last few decades and the fact that your clubs look crap after one season is irrelevant because a new model from your favourite maker will soon be on the market.
There are massive profits being made from clubs and associated products like clothing and shoes,polyester shirts are ‘in’ because cotton is now expensive,plastic/nylon shoes are ‘in’ because making proper leather shoes requires an element of skill rather than a cheap sewing machine and a tube of epoxy.
If you want to produce something eye-opening then work out what a current Ping iron head would cost to produce,cost of a shaft and grip and add a bowl of rice and compare with what they want for the finished product.
Mat
Aug 27, 2017 at 6:01 am
Racist much?
Rich Douglas
Aug 27, 2017 at 10:48 pm
A bowl of rice? Really? That’s your take on overseas manufacturing? Your assertions about quality are incredibly baseless as well, but the rice bowl comment is the winner (loser) by far.
As for “massive profits,” the market determines prices which, after deducting costs, determines profits. If people didn’t pay those prices, then golf equipment companies would have to either (a) lower prices to meet demand or (b) go out of business.
Adjusted for inflation, golf clubs are much cheaper than they were in the 1980s. And companies are struggling. Retailers like Golfsmith are disappearing. Nike got out of golf clubs and balls. Later this year, adidas will dump TM. (To a private equity firm, so watch out for TM!) All of this belies your view that fat-cat golf equipment companies are raking it in and abusing the consumer.
I’m sure there is a community college near you that offers Macroeconomics 101. I’m sure you can even buy the textbook used if you’re concerned about publishers gouging you….
Bert
Aug 28, 2017 at 7:10 pm
So why can’t I use my 10% off coupon to purchase Ping, TaylorMade, or Titleist?
Bert
Aug 28, 2017 at 7:52 pm
Try using your 10% off coupon on a set of Pin, TaylorMade or Titleist clubs.
Alfriday
Aug 26, 2017 at 12:59 pm
The relative price of irons may not have changed much since 1984. What has changed?
The Ping Eye 2 clubs were made from 1984 to 1990. They were replaced by the 2+, which were manufactured from 1990 to 1998. If a golfer kept up with the latest and greatest, the player would buy two sets of clubs in 14 years.
Rob L
Aug 26, 2017 at 12:31 pm
My new BFF!
Michael Pasvantis
Aug 26, 2017 at 11:39 am
What’s most interesting when it comes to irons is how few iron shots we actually hit over the course of 18 holes. Ever since I’ve gotten my game golf system I’ve been tracking stats and club performance etc. What I started doing was taking a closer look at what shots I hit throughout the round. In a typical round where I shoot between 80-84 I usually only hit about 10-13 real actual full iron shots (4-Pw) not counting short chips/pitches hit with my PW and many times, depending on course and situations, I will not hit 1 or 2 of my irons at all. Putts were obviously the most coming in at 30-34 per round, 14 shots with my driver, then my irons at 10-13 followed by short chips and pitches and fairway wood/hybrid shots. Seems like a lot of money to drop on a part of your game that statistically doesn’t account for as much as we think.
Jack
Aug 28, 2017 at 3:01 am
I agree with that. People say the driver costs a lot while you don’t hit it often, and I’d say it’s the second most used club you got. Well unless you miss every green and have to chip every time. Then the wedges come in to play a lot. But just because there are so many irons people assume you use it more. But then, you don’t use the irons more than 10-13 times? Are some PAR 3’s really long or some approach shots really long or short?
TigerMom
Aug 26, 2017 at 11:20 am
From an inflationary standpoint, $520 in 1982 would have grown to $1317 in 2017. Seems like not much has changed from that perspective. http://www.in2013dollars.com/1982-dollars-in-2017?amount=520
Mat
Aug 27, 2017 at 6:03 am
That’s finally the number I was looking for. All of this tax business was garbage.
Boo Strongly
Aug 26, 2017 at 10:38 am
This is what happens when someone who doesn’t understand Economic principles tries to write an article about Economics.
Mike
Aug 26, 2017 at 3:51 pm
Totally agree,clueless.
Gdyfbd
Aug 26, 2017 at 9:49 am
Can’t argue with the math, but they seen to have taken a big leap forward in cost recently, drivers also, sure there were expensive drivers 10 years ago but now a base model like an m2 is really expensive
Davewn
Aug 26, 2017 at 11:56 am
The original, “Ruger Titanium” Great Big Bertha retailed for $500 in the mid 90’s and was impossible to keep in stock. Aside from loft, Callaway’s crappy, one size fits some, stock ultralight shaft was the only option. That translates to roughly $800 in today’s money, FWIW.
Melo
Aug 26, 2017 at 9:40 pm
Except that the GBB was an enormous upgrade over any and every driver before it. If you had a driver right now that was clearly head and shoulders above everything else, people would be lining up to buy it at 799.
Shortside
Aug 28, 2017 at 8:59 am
That’s a fact Jack!. Another fact. TM Supersteel Burner irons MSRP in 1999 was $720 for 3-PW w/steel shaft. 2017 M2 is $799.
Mat
Aug 27, 2017 at 6:06 am
They were behind the curve during the Great Recession. Now margins are normal.