The Pellucid Perspective - September 2013 - (Page 15)

INDUSTRY SCORECARD Golf Equipment Dollars/Units/Avg Price: On Course June 2013 YtD Woods Irons Wedges Putters Bags Balls Shoes Gloves 10% ________________________________________________________________________________________________ n YtD $$s n YtD Units n YtD Avg Pr 6% 4% 4% 5% ________________________________________________________________________________________________ 3% 3% 2% 1% 1% 0% 0% ________________________________________________________________________________________________ –2% –2% –2% –2% –5% ________________________________________________________________________________________________ –4% –5% –7% –8% –8% –10% ________________________________________________________________________________________________ –12% –14% –15% ________________________________________________________________________________________________ –13% –15% –16% –16% –20% ________________________________________________________________________________________________ Source: Golf Datatech p Looking at equipment for the June Year to Date (YtD) period for the On Course channel, the comparable Dollar Sales and Units continued showing broad decline vs. 2012. The outlier is Shoes, which continues to post gains in Dollar Sales vs. a strong last year at +4%, and Balls broke into positive territory in June on Dollar Sales. In Clubs, all segments are now showing declines YtD in Dollar sales of 7% or more being led by Wedges and Putters in the -15%+ range. If one looks at the chart from the perspective of Durables (left side bars through Bags) vs. Consumables (right side bars starting with Balls), the Consumables are holding their own despite the fact that they’re most often correlated to rounds demand health (and hence, weather variation). On that topic, the Balls Units sales of only -2% is relatively strong performance in the face of a 13% decline in rounds looking back at the June YtD period results. Dollar Sales gains in Shoes were driven by gains exclusively in Avg. Price. On the losers’ side, all of the down segments in Dollar Sales are being driven heavily by Units declines (most likely influenced by the impact of weather on rounds which reduces foot traffic through the pro shops). Overall, the channel exhibits a slow downward drift trend from -2% in Q1 to more than 5% to the negative side through June. Golf Equipment Dollars/Units/Avg Price: Off Course June 2013 YtD Woods Irons Wedges Putters Bags Balls Shoes Gloves 15% ________________________________________________________________________________________________ 10% n YtD $$s 10% ________________________________________________________________________________________________ 8% n YtD Units 7% 6% 5% 5% 5% ________________________________________________________________________________________________ 4% 3% n YtD Avg Pr 1% 1% 1% 0% ________________________________________________________________________________________________ 0% –1% –1% –2% –2% –3% –3% –5% ________________________________________________________________________________________________ –4% –5% –6% –7% –9% –9% –10% ________________________________________________________________________________________________ Source: Golf Datatech p Looking at equipment for the June Year to Date (YtD) period for the Off Course channel, we continue to see a variation vs. the On Course results pattern, with Shoes showing similar but stronger gains (+10%) but with unique strength in Irons (+8%) and Bags (+4%). Similar to the On Course pattern, Woods and Putters show meaningful declines in Dollar Sales. The key Balls category is gamely struggling with Dollar Sales of -4%, again a respectable showing in the face of incredibly unfavorable rounds played trends through June (-13%). Dollar Sales gains in Shoes and Irons were comprised of a balance between Units and Avg. Price, while gains in Bags were driven exclusively by Avg. Price gains. On the losers’ side, Woods and Putters losses were driven primarily by Units weakness (a shift vs. May). The key Balls segment’s decline in Dollar Sales was driven exclusively by a Units deficiency (again, not surprising and likely due to less foot traffic as a result of unfavorable weather). The “sideways” June showing for the Off Course channel maintains the slight YtD deficit (<2%) compared to 2012 based on Pellucid calculations off the Golf Datatech figures. 14 The Pellucid PersPecTive September 2013 http://www.pellucidcorp.com

Table of Contents for the Digital Edition of The Pellucid Perspective - September 2013

The Pellucid Perspective - September 2013
Contents
Golf industry supply contraction: Not if but how long?
Water “Whoas”
Pricing and Yield Management Can you discount your way to prosperity?
The Dude and Jeff Spicoli Go Golfing
PGA Junior League Golf takes a step forward in 2013
August golf weather impact: Continuing positive; better late than never
Phoenix courses not desert-ed
Sequoia Golf acquires 3 former Heritage courses in Atlanta market, leases California course
Watershed moments for U.S. golf

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