The Pellucid Perspective - August 2017 - 7

GOLF EQUIPMENT

Parsons and PXG take club fitting
to a new level, and price point
By Jim Dunlap

C

lub fitting has been touted as de rigueur for virtually every golfer with
more than a passing interest in
the game for many years. Leave
it to Bob Parsons to take the
club fitting experience one giant
step forward.
Parsons, the founder of web
site domain name registrar GoDaddy.com and the subsequent
primary beneficiary of its 2011
sale for $2.2 Billion, made his
first major splash in the golf
industry by purchasing Scottsdale Golf Club in 2013. After
renaming and rebranding it as
Scottsdale National Golf Club,
and as the New Year loomed,
he shook up existing members
with a letter simultaneously announcing major renovations at
the club and informing members that many of them were
spending too much time at the
course and the club without
paying proportionate dues and
member charges. The approach
raised eyebrows at private clubs
everywhere, and indeed 40 percent of the club's membership
quickly accepted Parsons' offer
to refund their memberships "When we launched the program, we didn't quite know what to expect,
and depart, which bothered the but it's been far more than we dreamed. Some people are even
ultra-wealthy Parsons not one
buying the experience for other people, and we even had one church
iota. Confident that as a national
club, Scottsdale National would congregation step up and buy it for their pastor." -Bob Parsons
attract enough wealthy members
willing to pay handsomely for a pristine golf and relaxation ex- price tag ranging from $5,000 to a little over $8,000 depending
perience a few times a year, Parsons turned his attentions to the upon available upgrades or design options, manufacturers and
even more challenging game of golf club manufacture and sales. retailers who have struggled for years to overcome the "costs too
Rather than chase market share by targeting the average much" objection to golf wrote the Parsons venture off as a waste
golfer, Parsons decided to create a line of individually built and of money by someone with too much of it. Surely there couldn't
fitted clubs for golfers committed to the game and well heeled be enough people out there with that kind of money to spend
enough not to worry about the price tag. In other words, golfers on a new set of clubs. Parsons made no bones about the clubs'
like himself. The PXG (Parsons Xtreme Golf ) line of clubs was cost, saying "Our clubs are where the finest quality is if you can
born, marking its first sales in June of 2015.
swing it."
As word circulated about the pricey PXG line, with a full set
And, as it turns out, while PXG clubs are not leaping off the

www.PellucidCorp.com

The Pellucid PersPecTive

7


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Table of Contents for the Digital Edition of The Pellucid Perspective - August 2017

TOC
Like snowflakes, each golf course is unique
Golf equipment direct-to-consumer distribution: Force to be reckoned with or passing fad?
Parsons and PXG take club fitting to a new level, and price point
July golf weather impact: Much-needed national “bounce”
Boston metrics favorable, but more rounds needed
Moving day for the PGA, and Justin Thomas
The Pellucid Perspective - August 2017 - TOC
The Pellucid Perspective - August 2017 - Like snowflakes, each golf course is unique
The Pellucid Perspective - August 2017 - 3
The Pellucid Perspective - August 2017 - 4
The Pellucid Perspective - August 2017 - Golf equipment direct-to-consumer distribution: Force to be reckoned with or passing fad?
The Pellucid Perspective - August 2017 - 6
The Pellucid Perspective - August 2017 - Parsons and PXG take club fitting to a new level, and price point
The Pellucid Perspective - August 2017 - 8
The Pellucid Perspective - August 2017 - July golf weather impact: Much-needed national “bounce”
The Pellucid Perspective - August 2017 - 10
The Pellucid Perspective - August 2017 - 11
The Pellucid Perspective - August 2017 - Boston metrics favorable, but more rounds needed
The Pellucid Perspective - August 2017 - 13
The Pellucid Perspective - August 2017 - 14
The Pellucid Perspective - August 2017 - Moving day for the PGA, and Justin Thomas
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