Road Noise from the PGA Merchandise Show
Editor’s Note: GOLF CHANNEL business reporter Casey Bierer hits the practice ranges, putting greens and tour trailers of professional golf to speak with company owners, tour reps and players in this series, Road Noise.
This week, Casey reports from the annual PGA Merchandise Show in Orlando, Florida.
This will be the 55th PGA Merchandise Show. And to think, it started in a parking lot with pros exhibiting merchandise out of the trunks of their cars. Can you imagine if we went back to those days? No, I can’t either. And it’s just as well. I mean, it would have to be one heck of a big parking lot to accommodate 10 square miles of space…1 million square feet…over 1,200 of golf’s leading companies and more than 45,000 of golf’s most dedicated professional participants. Probably more SUVs in one place at one time than ever before. Yeah, forget the parking lot thing.
Show buzz is always the big thing. Last year it was largely shape geometry in drivers that led to higher MOI; in short, longer, straighter drivers. I don’t believe for a minute that that story is going away this show or any time in the near or even distant future. I mean, who doesn’t want to hit it longer and straighter? We all do. And as such, the manufacturers will continue to mine advances in technology that allow us to do that.
There is semi-official show buzz this year that is louder than all the other bits of buzz. It’s the prospect of adjustability through head and shaft interchangeability. And let’s be clear; this is adjustability on the consumer use level not just adjustability for fitting on the range. And it’s not just adjustability as in moving weights; although, that was and still is considered a major evolution and revolution in the advancement of golf club design.
On March 30, 2005, the USGA indicated an interest in considering allowing more types of adjustable features on woods and irons. As stated at the time:
"The Rulebook currently states that wood and irons must not be designed to be adjustable except for weight. The USGA is considering allowing more types of adjustable features to be used in woods and irons. It is possible that a proposal to allow more types of adjustable features on woods and irons could be made in the future. An important consideration of any such proposal would be to continue to disallow any adjustments being made during a stipulated round."
The USGA is now proposing to amend the current rule to permit some additional forms of adjustability of woods and irons. The USGA believes that permitting this type of technology is a change that can serve to help many golfers obtain clubs that are well suited to their needs without causing any harm to the game.
On February 27, 2007, the USGA followed the 2005 letter with the following information:
From (current rule):
Woods and irons must not be designed to be adjustable except for weight. Putters may be designed to be adjustable for weight and some other forms of adjustability are also permitted. All methods of adjustment permitted by the Rules require that:
The disqualification penalty for purposely changing the playing characteristics of a club during a stipulated round (Rule 4-2a) applies to all clubs including a putter.
To: (proposed rule)
All clubs may incorporate mechanisms for weight adjustment. Other forms of adjustability may also be permitted upon evaluation by the USGA.
The following requirements apply to all permissible methods of adjustment:
The disqualification penalty for purposely changing the playing characteristics of a club during a stipulated round (Rule 4-2a) applies to all clubs including a putter.
The primary buzz experienced at this year’s PGA Merchandise Show will go to the heart of adjustability technology. Specifically, interchangeable shaft technology.
“Interchangeable shaft technology has been approved by the USGA,” says Jon Claffey, director of marketing for Nickent Golf. “Early on,” Jon continued, “Nickent recognized the significance of this and what it means to our business - the commerce of golf - as well as what it means to golfers looking for ways to improve their game. We are launching the 4DX Evolver interchangeable driver shaft technology. Aside from the hybrid technology we pioneered that really put Nickent on the map, this is the biggest technology and innovation story we have had.” Jon says, “Nickent is a big part of the symposium at the show that is being put on by Reed Exhibitions and the PGA of America. Our chief designer, John Hoeflich, will be a featured speaker. So, considering that the theme of the show this year is shaft interchangeability and adjustability, we’re pretty excited to be right in the epicenter of this new technology revolution.”
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