The Pellucid Perspective - September 2011 - (Page 12)

INDUSTRY SCORECARD Golf Equipment Dollars/Units/Avg Price: On Course Jun 2011 YtD 30% ________________________________________________________________________________________________ 26% Woods Irons Wedges Putters Bags Balls Shoes Gloves 20% ________________________________________________________________________________________________ 10% 10% ________________________________________________________________________________________________ 7% 7% 1% 1% 0% ________________________________________________________________________________________________ 0% 0% –1% –1% –1% –5% –5% –10% ________________________________________________________________________________________________ 2% 1% 3% 3% 1% 5% 2% 12% 14% n YtD $$s n YtD Units n YtD Avg Pr –20% ________________________________________________________________________________________________ –21% –20% –30% ________________________________________________________________________________________________ Source: Golf Datatech p Looking at equipment for the June YtD period for the On Course channel, Woods and Irons continued their double-digit gains in Dollar Sales at +26% and +10% respectively according to Golf Datatech. This suggests that they’ve peaked compared to last month’s readings of +29% and +12% YtD respectively but, even so, that will still result in a healthy year for the durables sector. Dollar gains in Woods were driven by balanced gains in both Units and Avg. Price, while Irons revenue gains continue to be the result of higher Units vs. Avg. Price gains. It appears that we’re suffering from “the year after the wedge” as Wedges continue their 20% decline vs. last year’s consumer loading; it will be interesting to see what the net effect of the stockpiling of 2010 and the abandonment of the segment in 2011 will be. The key Balls segment continues to struggle, showing basically flat measures across the board compared to the YtD period for 2010. However, compared to the 4% decline in rounds YtD, flat performance (at least in units) for consumables like balls is no mean feat. Golf Equipment Dollars/Units/Avg Price: Off Course Jun 2011 YtD 15% ________________________________________________________________________________________________ 10% 10% ________________________________________________________________________________________________ 7% 5% 5% ________________________________________________________________________________________________ 0% 0% ________________________________________________________________________________________________ 0% –3% –3% –5% ________________________________________________________________________________________________ –4% –5% –2% –2% –1% –2% 1% 1% 1% 1% 1% 6% 6% 11% Woods Irons Wedges Putters Bags Balls Shoes Gloves n YtD $$s n YtD Units n YtD Avg Pr –10% ________________________________________________________________________________________________ –9% Source: Golf Datatech –7% –5% p Looking at equipment for the June YtD period in the Off Course channel, Woods and Irons continue to lead the way with gains of 11% and 7% in Dollars respectively, a slight retreat from the levels of +15% and +10% respectively in May. Shoes are also continuing to show a healthy gain at +6% YtD in Dollars according to Golf Datatech (but also peaking relative to the +8% mark in May). Dollar gains in Woods are driven almost exclusively by higher Avg. Price while Irons gains are driven by higher Units. The key Balls segment took a dip in the Off-Course channel, now registering in negative territory YtD across all measures. Also similar to the On-Course channel, Wedges’ decline accelerated to -9% in Dollar Sales (compared to -5% in May) as the “Year After the Wedge” gives back some of the solid gains achieved last year. 12 The Pellucid PersPecTive sePTember 2011

Table of Contents for the Digital Edition of The Pellucid Perspective - September 2011

The Pellucid Perspective - September 2011
Contents
The China syndrome
Shift happens: The impact of Hispanic growth on local golf markets
Promoting rounds at rate card — a novel concept?
Promoting rounds at rate card — a novel concept?
There’s golf in them thar’ (sand) hills
August weather impact, July utilization
Seattle, WA Core Business Statistical Area (CBSA)
Seattle, WA Core Business Statistical Area (CBSA)
The long and the short of it

The Pellucid Perspective - September 2011