The new generation allows us to express our allegiances to a brand, football club or country. Polyurethane is now very popular, with its softer feel encouraging a lighter grip, thereby enabling improved putting feel. The best golfers in the world putt with very soft grip pressure, which promotes a more consistent, on-line stroke. The larger grips also reduce wrist-movement in a stroke, which can aid a lot of golfers.
Grasping the opportunity
It is often overlooked that the putter has the most used grip in the bag. Golfers do wear them out, particularly if they spend time on the putting green, not to mention the hall carpet. I see many club golfers who have had the same putter grip for far too long, and pros have a serious profit opportunity, as today’s grips are more attractive, more expensive and provide a better margin.
Different grip options lead to sales opportunities, as golfers may realise their existing grip is the wrong size, or they might simply like to have something in their bag that strays from the norm. The key to selling grips is to display them where your customers can see them, pick them up and feel them. If not, golfers will not think about them. It also helps if pros set the example by playing the grips themselves.
Many golfers worry about the rest of their game and ignore the fact they play 30 to 40 putts a round. With due attention, putting is a huge opportunity to lower scores, so golfers should not forgive a missed three-footer. This is why I have a range of putter grips and three different sizes to tempt golfers.
Feeltec grips had success on Tour within two weeks of being available. The first player to put one into play had back-to-back top-five finishes - not bad for the new grip on the green .
