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"TaylorMade hasn't just blown away Callaway, it now positively dominates the business."

The WSJ's John Paul Newport looks at Taylor Made's rise in the golf industry, accounting for 47% of the drivers, fairway woods and hybrids sold in 2012.

Much of their success, he writes, stems from aggressive marketing, packaging and product re-invention on 6-month cycles.

The third leg of TaylorMade's success, besides Tour support and bold marketing, is ceaseless introduction of new products. Thanks to a huge research budget that golf-company analyst Casey Alexander of Gilford Securities estimates at around $30 million a year, TaylorMade floods the market with Next New Things every six months or so. The R1, for example, comes in only one club head (reducing manufacturing and distribution costs) that is adjustable from 8 degrees to 12 degrees. (Nike, Cobra and Adams Golf, which TaylorMade acquired last year, also have new, one-head adjustable-loft drivers.)

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Reader Comments (37)

Glad to hear it - I play Taylormade clubs and absolutely love them. I'm sure more pros would play with them if they weren't being sponsored by other manufacturers.
02.8.2013 | Unregistered CommenterStord
TM has always been very progressive but I am more than surprised they are wrestling so much market share from the mighty Godzilla behemoth known as Acushnet Inc..err...LLP???

But please for god's sake (and I do realize that DJ is a marketable golfer) but can the marketing geniuses at the head office select a different pic of DJ than his "At-the-Top" position??!! As a teacher of this confounding's not helping.

DAMN is that some bowed wrist/shut clubface position. How he doesn't snap everything 100yds straight left is testament to DJ's crazy athletic talent...(MY GAWD!!! It looks painful!)
02.9.2013 | Unregistered Commenterjohnnnycz
They should just PhotoShop it, Johnny.
02.9.2013 | Unregistered Commenter3foot1
3 golfers under one roof, we all have taylormade things in our bags...we obviously appreciate their R and D with alot of their products but are guarded about some of their ideas (mizuno, titleist irons in our bags)

marketing gone crazy is the thought behind of their stuff, one of our favorite videos here:

more fun here:
02.9.2013 | Unregistered CommenterUmp
As Frank Hannigan once observed of manufacturers on this site, it surely doesn't matter which ones rise or fall....
02.9.2013 | Unregistered CommenterMedia maven
TM makes some of the worst irons, wedges and putters on the market. Fortunately for them their woods are solid despite being eye cancer.
02.9.2013 | Unregistered CommenterLeeWatson
I guess what I'm saying is, TM caters to the horrible golfer, which in reality is most golfers.
02.9.2013 | Unregistered CommenterLeeWatson
this won't end pretty
johnny, ol' Jet Ski has a bad back and has to make certain adjustments to accommodate for it...this is something he will be dealing with for the rest of his career, unfortunately.

As for TaylorMade, was trying to think about my personal driver count. Going back to the Great Big Bertha (I retain everything ;) I think I have:

Ping 1
Callaway 2
Titleist 2
Cleveland 2
Titleist 8

But I haven't bought anything new technology since original SuperFast TP.
02.9.2013 | Unregistered CommenterDTF

WHOA! We have new information buried deeeeep in that article, I give you:

"Nike just signed world No. 1 Rory McIlroy to a ginormous, multiyear contract reportedly worth $50 million to $100 million."

Waaaait a minute now, what happened to $250,000,000? Or even $200,000,000?

Now we have a range for which the middle is $75,000,000?!? That's a BIG swing, REAL BIG!

Where is this being "reported"? What source is the author referencing?
02.9.2013 | Unregistered CommenterDTF
8 TaylorMade (not Titleist)
02.9.2013 | Unregistered CommenterDTF
@DTF.... Rorys number of $200 million or more from Nike were probably vetted by the golf press nearly as much as the one that had Tiger cutting Elin a check for $750 million..... IOW not vetted at all.
02.9.2013 | Unregistered CommenterOWGR Fan
"vetted"?...what's that?...just slap it up on the web and let er rip.
02.9.2013 | Unregistered CommenterBobby D
@Bobby D... LOL! Sadly it appears that many articles are simply placed by all facets of the media just as you described without being vetted (subjected to thorough examination). :)
02.9.2013 | Unregistered CommenterOWGR Fan
How about Vetted Bingo?!?! That might take a while...

- Nike paid Rory $750,000,000
- Tiger paid Elin $750,000,000
- Vijay's career is over because of *deer antler spray*
- Tiger is a billionaire
- Manti Teo's girlfriend died the same day as his Grandma
- real estate prices are up
- unemployment is down
- the $10,000,000 WGC Hope Bong Open will be held in South Africa
- all PGA Tour events are Non-Profit
(other suggestions?)

Hey, I'm still looking for some powdered water for my camping trip, any ideas?
02.9.2013 | Unregistered CommenterDTF
Golf is dying due to dinosaurs like Coo Bird Mike Davis of the USGA.
02.9.2013 | Unregistered CommenterNick

The Fraud Tee is a non profit?
02.9.2013 | Unregistered Commentercraven
DTF - You list is missing sumptin' - How about Tiger running back to Elin?

Ready from some Snow Bunny Bingo? I heard Tiger has lend the use of his G5 all the way to Austria and back to get thangs going. Is that true?
02.9.2013 | Unregistered CommenterAbu Dhabi Golfer
PS - count me for TM - 3 rds with the R1 - 3 thumbs up.
02.9.2013 | Unregistered CommenterAbu Dhabi Golfer
That photo is obviously showing the bowed wrist, but if you just look at the club, it is hard to tell where the face is, it is so weird looking.

For bingo purposes:

The ATT pro-am is going to a 5 day event.
TW is dumping Nike like it was a caddie he loaned to an Aussie.
Tiger is joining with Jack to form a new club manufacturing venture
Banks are going to a 3 day week.
''The Great One's'' daughter is now called ''The Great Ones''

In rereading I just realized that Del is posting FACTS, and not BS RUMORS like I have.

Oh well; to the gullible go the deer antler sprays.
02.9.2013 | Unregistered Commenterdigsouth
digger, you are a classic.... ;0) good onya mate!
02.10.2013 | Unregistered CommenterDTF
Taylormade makes some excellent woods, but the marketing gimmcks (note the goofy hats and the approaching tasteless commercials) make me cringe. I used to carry TM woods and longer. Nothing against their equipment but I find other stuff that seems to suit me a bit better and I hate the white club heads. I still carry an R7 3 would, but fairway woods seem to be hard to find and besides, I'm thinking of getting an Mizuno retro fitted with another shaft so TM may disappear from my bag all together.
02.10.2013 | Unregistered CommenterNospin
Del, thanks. That's why I make the big bucks (get it? bucks!!!)

T/M is going with a new marketing ploy. They are going MAIL ORDER/INTERNET ONLY !!!!.

Be the first Shacker to join their new DRIVER OF THE MONTH PROGRAM!
02.10.2013 | Unregistered Commenterdigsouth
ADG, that was an excellent one....can't believe I forgot that one!
02.10.2013 | Unregistered CommenterDTF
Agree with TM success but in the long term I believe that shorter product cycles could damage the industry. First kills competition and makes it more expensive for them to "keep up". Second, it makes it impossible for new brands to enter the market. Third, I as a consumer will have to bu new clubs every months to be up to-date... reminds me of apple and their continuous ongoing updates... which mostly are aesthetic anyway. Still, i guess the consumer wins in the short term.
02.10.2013 | Unregistered CommenterElts
The reason Taylormade dominates is they were the first to lower the lofts of their irons which made most of us think we were hitting the ball farther with our 4 thru PW. Callaway is now heading down this path with the new Hot X irons. This might put Callaway back on the same playing field as TM. Not saying either companies or us, the golf morons, are right about looking for distance in a golf iron. It is just the way it is.
02.10.2013 | Unregistered CommenterNoTalentLefty
Cobra jacked iron lofts long before anyone else....
02.10.2013 | Unregistered CommenterDTF
Callaway S2H2 were stronger
02.10.2013 | Unregistered Commenternon profit winner
...and they all copied Mr Solheim's lead 25+yrs ago in terms of iron lofts. That man was a true pioneer in club tech.

At least DJ's wrist is somewhat 'following' his clubface (or vice versa?) It's just plain shut to the extreme. The difference in his wrist angle btwn his set-up and at-the-top positions is very...uh..pronounced.

As for my personal driver count. Going back to the first big Ti heads (in order and approx years played)

99-ish: 8.5deg TM Bubble II w/ Fujikura Tour Issused Bubble...TS flex methinks

2001-2008: Ping ISI 7deg, Stock X flex.

2008-2008: 8.5deg Callaway X-Tour, Stock Fuji X shaft (short term experiment w/ calladoggies!!)

2008-now: 8.5deg Titleist 907D2 w/ UST ProForce 76gX (cut to 44.3/4" My favorite shaft ever!! Took me about 10 yrs to find the right weight/feel and I'm not changing ever. A very boardy/firm feel vs the "wet spaghetti" feel the fancier stuff has these days.)

Going back, that old TM bubble shaft was the first one that was very stable in the tip as well as heavy enough for my taste...a great driver back in the day. It actually looked pseudo traditional compared to the ISI thing I went to right after.
02.11.2013 | Unregistered Commenterjohnnnycz
johnny, what do you mean in the comment regarding Solheim and iron lofts?
02.11.2013 | Unregistered CommenterDTF
Glad to hear it - I play Taylormade clubs and absolutely love them. I'm sure more pros would play with them if they weren't being sponsored by other manufacturers.
02.8.2013 | Unregistered CommenterStord
haha this is funny.....pretty sure the pros are playing TM because of the money they are getting paid.

no doubt lots of r1's sold. tee it up at your local course and the highest handicaps will be playing the r1 hacking it up. just shows that TM marketing works.
02.11.2013 | Unregistered CommenterCharlie
I have long stated that golfers should have a class action suit against the mfgr's noodling the lofts and falsly claiming ''longer''... yep when my 1980 Titleist tour model PW is 52*, and now 48 is the norm, and some 7 irons are about 5.2's, it is easy to hit it farther....

The you tube posted above says these new TM irons are even STRONGER than te already juice modern irons, and have longer shafts to about BS tech....

My gripe about newer irons is what I call ''pimping''...the cavity with enough crap to win best in show at a low rider meet. Trashy.
02.11.2013 | Unregistered Commenterdigsouth
Del, I failed to mention that I have a Superfast TP 65 in my 9.5 R7425, and a Superfast TP 50 with a hot rod adaptor for my R9, with a ultralite Wynn (ugh) grip,I tend to duckhoo but I prefer the VoodooNV 65X, also with a hot rod tip. Both those Superfast shafts are S, which feels a little better,but I tend to duckhook with them.

For those who don't know, the hot rod adaptors, are made where you can add more loft, or less loft than the stock R9 adaptor. I have one that goes 1/2 degree more or less, and one that goes a full degree, from 7.5 to 11.5. The additional loft really helps on tight tracks, and the strong loft is good for exceptional ball striking days, on fast fairways.
02.11.2013 | Unregistered Commenterdigsouth
the whole reason that lofts are getting lower is because iron technology is making it easier to get higher in the air. 20 years ago the pw was at least 50*. with new technology, it they left the pw at 50* we'd be hitting mile high shots. the only way to reduce height is to lower loft. yes, i'll agree that in the last couple years TM has been strengthening the lofts, but if the new 9i at 40* goes the same height as the old 9* at 44*, then you can't just argue that the loft is 100% distance marketing.

i will admit i refuse to buy anything taylormade as i look at their marketing and the constant equipment turnover as a turnoff. the majority of hackers at your local course seem to be gaming the new white drivers. i'm not a follower of the masses and don't believe that TM products are bad, but also don't believe that TM is any better.
02.11.2013 | Unregistered CommenterCharlie
The reason I asked johnny what he meant is because a while back I special ordered a set of Ping i5 irons and prior to doing so dd a little homework on loft/lie specs, pretty eye-opening stuff.

In the Original Eye-2 the loft on the PW was 50.5* the time the i-5 came out they were down to 46.0*.

I asked them weaken the lofts 2* per club through the bottom 2/3 of the set. During the conversation I asked the Ping rep why such a drastic difference in PW lofts now vs. then and he said "we tried to hold off as long as we could but competitors were so aggressive it was hurting us in the marketplace".
02.11.2013 | Unregistered CommenterDTF
TaylorMade has been "blowing away" Callaway for years, so that's no really big news. The story is, can Callaway Golf fight its way back now that it has a "golf guy" in charge? New CEO Chip Brewer succeeded - albeit somewhat under the radar - at Adams Golf with fairway woods and hybrids. He's looking to duplicate that success at Callaway as a way to regain metal woods marketshare. Brewer has brought over marketing guru Harry Arnett from TaylorMade and club designer Tim Reed from Adams, as his right-hand men. But again, is Callaway in too deep a hole to dig out? Probably not, but it will take a long time and some mistakes from TaylorMade along the way. The bad news there is that TaylorMade hasn't made many mistakes the past decade.
02.11.2013 | Unregistered Commentersteve pike
I will never buy Taylormade unless they drop Sergio.
06.1.2013 | Unregistered CommenterTy

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