"The name ‘Equiam' is from Latin and it refers to balance," says Andrew Walkington, managing director of the company that began life by bringing these brands together in 2006. "It reflects our portfolio of brands that cover all the price points in golf bar the exorbitant ones. In most markets there is a lot of consolidation going on and it is better for all these brands to work together to provide a broad offering to all the retailers and the public."
In truth, one of the six juggling balls has been left in the bag for now, as Progen is off the market at present, although it is primed to return in one way or another in 2009.
"We have a range of new Progen product samples," says Walkington. "Part of our marketing strategy is to make unique offers to different retailers and we are having discussions with various people at the moment, but we won't be selling Progen by general retail, it will go to a specific retailer, just like Fazer is now retailed under an exclusive agreement with American Golf in the UK."
At the premium end of Equiam's offering sits Lynx, which Walkington says accounts for roughly 27% of the company's turnover, whereas a step down the pricing ladder to Hippo is where nearly 50% of Equiam's turnover is generated. Today the Hippo business remains as it has always been, driven by drivers.
"Hippo was the first company to offer a 400cc driver and we have taken it on from there," says Walkington. "The Hex has done phenomenally well. It has out-sold any other drivers we have produced for quite a number of years. It is a high quality product and we consider it to be as good as anything on the market place in terms of performance."
Following the success of the Hex2 last year, the Hex TX is heading the Hippo range in 2008. The entire Hex series is distinctive with its hexagonal clubheads, which are designed to produce what Hippo claims is the optimum weight distribution to reduce sidespin and generate as much energy transfer from the clubface to the ball as possible.
The Hippo brochure claims the Hex TX "is the most powerful new geometry driver on the market", a category that presumably includes all square-headed and triangular products. The Hex TX has a V-slot at the back of the clubhead sole, which should lead to greater clubhead speed and moment of inertia.
"Robot test results show the Hex is within a yard, whether longer or shorter, than any of the top brands manufacturing a similar type of product," adds Walkington. "The difference is the Hex is retailing at £99 whereas the others are retailing at £300 and whatever it may be."
That RRP of £99 is as high as Hippo will go for a single club, giving the brand top marks for value for money to complement its robot test results. And if you think this is a reasonable price for a quality titanium driver, you look at the price tag on Hippo's Giant driver, which comes with an RRP of just £39.99.
"The new Giant driver has been selling like hot
cakes," says a delighted Walkington. "We have even had to air freight more in to try and keep up with demand. It is a big-headed, square driver with an aesthetically pleasing look, and it has definitely hit the right note at £39.99."
The Giant is a 460cc driver made from a titanium alloy, and it is designed for the entry-level golfer. The square clubhead ensures its weight is distributed to the corners to stabilise the club through impact, and with a deep face, the club offers golfers a large sweetspot. Short of any frills or gimmicks, this is a contender for the very best £40 buy in golf, and Walkington does not try to create any illusions about whom the Giant would suit.
"Hippo is not trying to be all things to all men," he says. "The Hippo products are made for mid to high handicappers and they are made with a little more of a forgiving element that some other clubs. This is where we try to make the distinction between Hippo and Lynx. We have got the Lynx brand on board because the clubs are made for the slightly better player, for a player who can fade or draw the ball."
In keeping with Hippo's no-frills approach, the brand is steering clear of following golf's premium brands into the realm of Tour golfer sponsorship. The nearest Hippo gets to tour sponsorship is their affiliation with BBC commentator Peter Alliss, who would not be seen on the golf course alive without his Hex driver, and who has unashamedly plugged the club in live commentary.
"A company needs to ask itself whether it wants to spend its money making really good clubs or on someone to wear a cap," starts Walkington. "We spend on the clubs: the R&D, the robot testing, making sure we get the product just right, rather than adding to what the consumer needs to pay for it.
"Tour sponsorship is a bit of a misnomer because the idea that people can go into a shop and buy the same club a pro uses is largely untrue. Not everybody who is sponsored by a big brand actually plays with all of their sponsor's equipment anyway. It would be nice to see an actual full club count of what every Tour pro has in his bag."
And then the parting shot: "You might also ask: why did Phil Mickelson carry two drivers in his bag when he is a golfer who can make the ball dance? He doesn't need a driver with a draw bias, but carrying two drivers sure sells a lot of clubs."
Now there are grounds for an interesting debate.
