The Pellucid Perspective - September 2017 - 12

INDUSTRY
SCORECARD

Golf Equipment Dollars/Units/Avg Price: On Course May 2017 YtD
Woods
Irons
Wedges
Putters
Bags
Balls
Shoes
Gloves
30% ________________________________________________________________________________________________
26%
n YtD $$s n YtD Units n YtD Avg Pr
25% ________________________________________________________________________________________________

20% ________________________________________________________________________________________________
14%
15% ________________________________________________________________________________________________
12%
12%
11%
9%
10%
9%
10% ________________________________________________________________________________________________
7%
7%
7%
6%
5%
5%
4%
5%
5% ________________________________________________________________________________________________
3%

2%

2%

1%

0% ________________________________________________________________________________________________
-2%
-5% ________________________________________________________________________________________________
-4%

-5%

-6%
-10% ________________________________________________________________________________________________
Source: Golf Datatech

In the On Course channel, the summary metric of $$ Sales (blue bars above) for the May Year-to-Date (YtD) results continue
to be breadth-positive at the "marginals" with both Durables & Consumables segments remaining "in the green" vs. Year Ago
(YA). At the subsegment level, 6 of 8 showed gains of 2%+ led by Woods, Bags, Irons, Putters and Balls, all of which are showing double-digit advances. (Something's strange here though because several of those were only +3-5% through April and now, in
one month, they jump 5 percentage points for the YtD period?). Shoes is the sole laggard at -6%; after years of consistent positive
performance, there has to be a breather sometime. For the gainers, Woods, Bags and Balls are being fueled by Unit gains vs. Avg.
Price while Putters buck that trend, showing strength in Avg. Price. Comparing the performance of the bellwether Balls segment
(Units measure) to rounds and weather benchmarks, the YtD tally of +7% handily beat the Played Rounds (-4%) and Available
Rounds (0%) benchmarks. More details on the Segment and Channel "splits" are available to Pellucid Publications Members; to
order Click Here).

Golf Equipment Dollars/Units/Avg Price: Off Course May 2017 YtD
Woods

Irons

Wedges

Putters

Bags

Balls

Shoes

Gloves

10% ________________________________________________________________________________________________
8%
6%

n YtD $$s n YtD Units n YtD Avg Pr
5%
4%
5% ________________________________________________________________________________________________
3%
1%

0% ________________________________________________________________________________________________
-2%
-5% ________________________________________________________________________________________________
-5%

-7%
-7%
-8%
-10% ________________________________________________________________________________________________
-9%
-10%
-11%

-11%

-13%
-13%
-14%
-15% ________________________________________________________________________________________________
-14%
-15%

-17%

-16%

-18%
-19%
-20% ________________________________________________________________________________________________

-25% ________________________________________________________________________________________________
Source: Golf Datatech

In the Off Course channel, the summary metric of $$ Sales (blue bars above) for the May Year-to-Date (YtD) continues to be the
"alternate reality," with Durables & Consumables both posting significant declines at the segment level vs. Year Ago (YA). At
the subsegment level, all remain in negative territory with 6 of 8 posting double-digit declines (ouch). Interestingly, nearly all the
declines are composed of significant Unit losses while Avg. Price is up in 6 of 8. (The good news there is it appears the discounting
craze has subsided for retailers but consumers are pushing back by not buying). Comparing the performance of the bellwether
Balls segment (Units measure) to rounds and weather benchmarks, the YtD tally of -8% significantly trails both the Played Rounds
(-4%) and Available Rounds (0%) benchmarks. We're still waiting for the explanation of this phenomenon by our industry trade
association ball-tracking gurus and why On Course is outperforming and Off Course is getting comparatively crushed. Anecdotally we think it's a potent combination of retail space consolidation, more online purchasing (both traditional retailing as well as
the direct-to-consumer model in Consumables becoming a growing concern, see Jim K's article in this issue on the topic relating
to Balls). More details on the Segment and Channel "splits" are available to Pellucid Publications Members; to order Click Here).

12 The Pellucid PersPecTive

September 2017


https://www.pellucidcorp.com/purchase-reports/online-store?page=shop.browse&category_id=4 https://www.pellucidcorp.com/purchase-reports/online-store?page=shop.browse&category_id=4

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

TOC
Is TopGolf going to save us?
Golf Tours and Solutions ups the ante in Myrtle Beach
Municipal golf remains in the crosshairs: From Tucson AZ to Buffalo Grove IL
NGCOA hosts first industry Technology conference in 20 years
August golf weather impact: 2nd consecutive month of positive “comps”!
Barring hurricanes, Miami golf market in decent shape
Faster carts not the answer to golf’s problems
The Pellucid Perspective - September 2017 - TOC
The Pellucid Perspective - September 2017 - Is TopGolf going to save us?
The Pellucid Perspective - September 2017 - 3
The Pellucid Perspective - September 2017 - 4
The Pellucid Perspective - September 2017 - Golf Tours and Solutions ups the ante in Myrtle Beach
The Pellucid Perspective - September 2017 - Municipal golf remains in the crosshairs: From Tucson AZ to Buffalo Grove IL
The Pellucid Perspective - September 2017 - 7
The Pellucid Perspective - September 2017 - 8
The Pellucid Perspective - September 2017 - NGCOA hosts first industry Technology conference in 20 years
The Pellucid Perspective - September 2017 - August golf weather impact: 2nd consecutive month of positive “comps”!
The Pellucid Perspective - September 2017 - 11
The Pellucid Perspective - September 2017 - 12
The Pellucid Perspective - September 2017 - Barring hurricanes, Miami golf market in decent shape
The Pellucid Perspective - September 2017 - 14
The Pellucid Perspective - September 2017 - 15
The Pellucid Perspective - September 2017 - Faster carts not the answer to golf’s problems
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