In an incredibly tough year to design, build, distribute, and market great golf equipment, a number of manufacturers stepped up and shone their light.

By Tony Dear

Twenty-twenty tested every manufacturer’s methodology, efficiency, flexibility, and resolve; bringing any product to market presented considerable challenges. Early in this unwelcome and unpredictable storm, businesses more or less shut down as employees stayed home. Golfers wondered if and when we might be able to play golf again and what it would look like when we did. Then, when our game was recognized as a physical and mental benefit, golfers eager to get back on the links turned out in droves, filling tee sheets across the country. But they weren’t alone as an army of new golfers arrived for their daily exercise and discovered that a game they had previously ignored, mocked even, was actually incredibly enjoyable. And they wanted golf equipment. Manufacturers that had been plunged into inactivity were suddenly inundated with demand, and meeting orders became virtually impossible.

A number of companies rose to the challenge magnificently, adapting to their new MO with aplomb. Release dates were inevitably altered, but the gear as good as ever. Here’s half a dozen products that really stood out for us…

Ben Hogan Icon

It felt good to actually be bringing word of new equipment after a cold and silent period in March and April when gear stories all but froze. And what a product to return with – a princely, forged, muscle-back which, thanks to the company’s direct-to-consumer business model, sold for an extraordinary $770.

benhogangolf.com

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