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"One Size Does NOT fit All."
September 16, 2016

Golfsmith’s filing this week reminded us that old ways don’t open new doors, even within an industry that loves its old ways.  It also called to mind stories women have shared with us about their equipment shopping experiences in traditional outlets. As a woman, it can be difficult to go into a golf store to buy equipment. Here are some of the standout stories from women who set out to buy equipment and ended up leaving empty handed.

Story 1…

A customer shopping for a complete set of irons was told. “That’s not what women are playing these days. Women have an easier time hitting hybrids, so the lower irons are being replaced.” “But I like my 4, 5, and 6 iron,” she said. “Well that’s going to be hard to find,” he said. When she reached us, she was not a happy camper. She felt insulted and patronized, so we fixed that and matched her with a classic set of irons. #setyourgamefree

Story 2…

After sharing she felt a tremendous lag in her equipment and had a swing speed hovering around 75 mph, a salesperson still offered a woman L-flex clubs. No. Just no. Performance. She should have been offered performance equipment options.

Story 3…

A woman who demoed, loved, and bought Coates Oryx cavity back irons with steel, regular flex shafts went to a shop for a lie adjustment and was told she shouldn’t play with the clubs because they weren’t a “women’s shaft”. Seriously? #watchme

The stories go on and on. Thank goodness for those sales professionals who truly have their customers’ best interests in mind. May we know them, may we be them. Options for women DO exist. Women CAN take a divot. Women’s golf has tremendous potential for growth and unless traditional outlets commit to paying attention to women golfers, they will continue to miss the mark.