Page 10 - GBC winter issue ENG 2019

10
Golf Business Canada
REVOLUTIONARY EQUIPMENT
Vigorously promoting those same virtues are the equipment manufacturers, apparel companies and accessory brands. As Ely Callaway, founder of Callaway Golf, used to say, “nothing in the world beats the feeling of a well struck golf shot.” He’s right. Just one can turn a non-golfer into a card carrying, core player for life.
Easier to hit, custom- tted clubs, launch monitors, and fully trained tting specialists are allowing golfers of any skill level to purchase equipment built for the way they play, instead of them having to adapt their game to t the equipment.
Game tracking and data analysis technology from a company like Arccos Golf is fostering a new generation of ‘smart’ clubs that connect to a cell phone to become a virtual caddie.
Shafts are lighter and stronger; grips tackier, and more feel responsive; bags more streamlined and push carts have become easier to maneuver, transport and store. Yes, innovation is moving this game in bold new directions like never before.
How about the modern golf ball? At the heart of today’s ongoing distance debate, it launches higher, goes straighter, but it can feel
soft on and around the greens. Colourful options like optic yellow and matte red are even ltering their way into the premium ball category and across professional tours worldwide.
What’s cool about that for owners and operators is the following reality: not a single golf course I’m aware of in Canada (or anywhere else for that matter) has been forced to close because of how far the ball goes. Bifurcate at the pro level if they must, and the governing bodies are likely to do so at some point, but equipment technology today isn’t hurting the game at the consumer and amateur level, it’s helping it. Junior golfers are starting to play golf earlier; seniors are staying in it longer; excited newcomers can launch the ball in the air right away, some with quite a measure of consistency.
Pretty cool, right?
EVOLVING FASHION
Complementing what we use to play the game is how we look strolling the fairways. Golf apparel and footwear continue to cross over to look as fashionable and trendy in the of ce or out at dinner as the products do on the golf course.
Edgier clothing and outerwear (golf inspired yoga pants for women, hoodies and collarless polos for men) remain en vogue with many of the game’s best- known brands parlaying today’s more active lifestyle culture into products with great t function, performance qualities and comfort technologies. All of this speaks to many of those old school dress codes being eased at courses throughout Canada in favour of a more relaxed standard.
Look good; feel good; play good is cool when it’s for everybody.
FAN-FOCUSED LIVE EVENTS
You know what else is cool? Seeing the best players in the world live. This year turned out to be a banner one for the RBC Canadian Open and CP Women’s Open.
Record crowds turned out at Hamilton Golf & Country Club to see Rory McIlroy hoist the trophy in his rst ever Canadian Open appearance and at Magna Golf Club in Aurora, Ontario to watch