No retail middlemen and no retail mark-up is the engine of a unique direct-to-consumer business model for custom, hand-crafted forged irons and wedges that has Ben Hogan Golf Equipment Company’s sales surging. Today, thanks to constant interaction with serious, committed players to better understand their equipment needs for optimal performance, the Company is offering 5- and 6- club “short sets” of the recently introduced Ben Hogan Edge irons.
“Golfer needs are rapidly changing, and many players are going with combo sets that match short irons with hybrid clubs or utility irons for maximum performance,” said Scott White, CEO, Ben Hogan Golf Equipment Company. “Our proven direct-to-consumer business model allows us to better understand what golfers want, so for the first-time we are offering 5- and 6- club short sets to meet the needs of their game, while positioning the Ben Hogan brand for continued growth.”
As part of this new program, the Company is offering four distinct Hogan Edge short sets, including: 6-iron sets (#5-PW in both right-hand and left-and models) as well as 5-iron sets (#6-PW in both right-hand and left-hand models). Direct-to-consumer pricing, less retail margin and mark-up, is $660 for the 6-piece sets ($110/club), and $575 for the 5-piece sets ($115/club). Additionally, to better serve its customers in creating custom combo sets, the Company offers its Ft. Worth Hi-Utliity club or VKTR Hybrid as long iron alternative clubs.
The Ben Hogan Edge short set models are the latest offering in the Company’s Factory-Direct business strategy for custom, hand-crafted forged irons and wedges that has resulted in multi-million sales growth during the past twelve months. On the heels of its year-one resurgence, and at the ongoing request of serious, committed players, the Company is now planning the roll-out of several new product lines in late 2018 and early 2019. Known primarily for producing the highest-quality, best-performing and best-feeling forged irons and wedges in the game, the Company plans to enter several new product categories shortly.
Adds White, “Listening to and collaborating with our customers has prompted us to re-think how we package Ben Hogan Edge sets. Many of our customers were ordering either a Ft. Worth Hi utility club or VKTR hybrid to replace their longer irons. And, we get that … both options are great long-iron alternatives because they are so forgiving and easy to hit. Our goal is to provide a set make up … customized to their specifications … that will allow golfers to play their best golf.”
The Ben Hogan Golf stable of products can be purchased exclusively at www.BenHoganGolf.com. Because the Company only sells direct to the consumer, via its website, retail markup is eliminated. As a result, tour-quality Ben Hogan Golf clubs can be purchased for nearly half of what competitive products would cost at retail.
Moreover, recognizing that most golfers want to personally experience equipment before they purchase, the Company offers a simple, risk-free demo program, as well as a Trade-UP program where golfers can offset the cost of their purchase by selling used equipment back to the Ben Hogan Golf Equipment Company. The Company reports that over 70% of people that try Ben Hogan golf equipment via the Demo Program end up buying equipment.
