Ohio Golf Journal May 2020

buying golf equipment. Even after the world gets back to “normal” golf consumers may delay club purchases for months. That’s human nature and the guesstimate, in an article written for the April/May issue of Golf Oklahoma, that equipment sales would be down 40% this year is now revised to 50%. It may take another year for golf equipment sales to return to previous levels. Retail? The large golf chains, Dicks, Golf Galaxy, WorldwideGolfShopsandPGATourSuperstores, which account for about half of all golf retail sales, will reopen with little, or no hangover. Small retailers will have more concerns. Major retailers will also have an immense advantage in e-commerce, due to cutting edge technology, image and visibility. Expect deep discounts this summer as retailers attempt to bring inventory under control. This slowdown will also certainly affect introduction of new products frommanufacturers. E-commerce? Internet sales of golf equipment has been increasing, expect that trend to continue at a faster pace. Online buying of golf purchasing makes sense for balls, shoes and apparel but not for clubs. Hands on testing and club fitting to match club to golfer is necessary to justify the cost. Club customization will continue to grow with club fitters such as Club Champion experiencing a greater percentage of sales growth. Online sales of clubs especially discounted models will increase but, as always, results on the course will not match that of custom clubs. Pro Tours? As soon as the risk of further COVID-19 infection reaches an acceptable level, the PGA Tour, LPGA and the other professional golf tours will resume operation. It will be strange, however, watching the Masters in November. Does it snow in Augusta before Thanksgiving? Final Thoughts Tempered by years of experience in business and observation of human nature, the foregoing are guesstimates piled on top of speculation. Please view them as such with the idea at least some of the points will be proven accurate. We will get through this just fine. Try not to pay too much attention to the talking heads, or so- called experts predicting everything, including the end of the world economy. Now if could just figure out how to get rid of my hook and add 25 yards to my tee shots, while lounging on my couch, in my living room. Ohio Golf Journal