Global Edition

A bright idea grips the market

12.10am 3rd June 2005 - Corporate

A-Z of Golf Ltd, the European distributors for C-Thru Grips, are experiencing huge demand helped by the fact that the grips are becoming a massive hit on tour with the likes of Thomas Levet, Miguel Angel Jimenez and Scott Drummond among a group of more than 130 tour players who have used C-Thru Grips recently. Levet has his own design while Jimenez uses a grip bearing the name of the Spanish region of Andalucia and Scott Drummond’s design is a combination of his nickname and the Scottish flag.
As Andy Stephenson from A-Z explains, “Putter grips were where we really started to make our mark about 18 months ago but more recently many golfers, including leading tour players are using C-Thru designs on their entire set. While the unique designs are the main selling feature it is important not to forget the premium quality of our grips. Performance-wise they are among the best in the business. They perform exceptionally well in the wet due to the proprietary Vulcathane compound and are very tacky in hot weather.”
It is not just the world’s leading players who want to display their patriotism or brighten up their clubs with fashionable colours or designs. C-Thru Grips have hundreds of designs to choose from including most national flags, a full array of bright colours and grips bearing slogans such as ‘I’m the man’ and ‘King of the Green’. In fact any design is possible from nicknames to birthday messages.
For the retailer, the options don’t end there. Many clubs are already selling grips with club crests while there are also training aid options and hire club security solutions. In addition, retailers are tapping into the corporate market with company logo designs on offer at corporate golf days. The grips are easy to apply and retail between £7.99 and £9.99 per grip fitted. They are also available in pre-ordered box sets.
C-Thru Grips represent a great sales opportunity for the retailer as Richard Tinworth from C-Thru Grips, a former tour player and golf retailer himself, explains. “From a retail point of view, aside from offering something different to your customer base,” he says, “our product delivers fantastic margins due to the non-price sensitive nature of the sale. Equally the distinctive nature of the product creates fantastic word of mouth and self publicity around the club. Many of our retail partners just get on a roll as the product becomes more visible”
With C-Thru grip sales up by 400% for the first 5 months of 2005 the future looks bright for the brand that is daring to be different.
For more information on C-Thru Grips call A-Z of Golf directly on 0845 1298 108 or email see also

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