Global Edition

Ben Hogan Golf Enjoys Surging Online Business Despite Golf’s Shutdown

11.28am 29th June 2020 - Corporate

Despite golf’s shutdown due to the COVID-19 pandemic, Ben Hogan Golf Equipment Company has enjoyed surging online sales, thanks to the Company’s unique factory-direct business model through

“Since we re-launched the brand in 2017 using a direct-to-consumer business model, Ben Hogan Golf Equipment Company has enjoyed dramatic growth. In fact, our sales have increased nearly 500% in sales during the past three years,” said Scott White, CEO, Ben Hogan Golf Equipment Company. “This year, at the height of the pandemic and with golf’s shutdown, we nearly doubled our year-over-year sales in May, thanks to some exciting product introductions and a strong consumer following both domestically and in Europe.”

White adds, “As our products are sold exclusively online, marketing is everything for the brand. It’s imperative that we drive golfers to and We’ve proudly watched our website traffic, which started in the low thousands, grow into the millions. To date, we’re already up 24% in web traffic since last year.”

Through its unique online business strategy, Ben Hogan Golf allows serious golfers to purchase best-in-class forged irons, woods, putters, wedges, hybrids, bags and accessories directly from the Company at prices far less than competitive products sold through traditional retail channels. This is achieved by minimizing operational costs and eliminating retail mark-up altogether. With many retail golf shops restricted due to current social distancing measures, offers easy online shopping from the comfort of home, with custom-crafted clubs typically delivered within two to three weeks.

The catalyst behind the Company’s early 2020 sales success is the launch of the ICON irons, UiHi Utility Club, VKTR+ Hybrids, and Player’s Combo Sets, as well as the continued popularity of the PTx PRO irons, GS53 driver and fairway woods, precision milled putters, Equalizer wedges, and more.

All products are designed specifically for serious golfers of varying skill levels and are hand-crafted using Ben Hogan Golf’s proprietary club building process. The Company’s team of craftsmen, some of whom worked with Mr. Hogan directly for many years, build each individual club and set of irons one at a time, to exacting, individual specifications. And, all Ben Hogan Golf products are still assembled to order in the Company’s Fort Worth, Texas facility, the same site where 9-time major champion Ben Hogan founded the Company in 1953.

Ben Hogan Golf also offers a number of consumer-centric programs, including free domestic shipping on orders over $500.00, flat-rate international shipping and a low or no-cost financing program. And, recognizing that many 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. 

Adds White, “We’ve proven to ourselves that the factory-direct business model works extraordinarily well and is clearly the way more and more premium golf equipment will be purchased in the future. We’ve also proven to serious golfers that the brand remains committed to Mr. Hogan’s mission of creating the best-performing golf equipment in the world.”

The Ben Hogan Golf Equipment Company is based in Fort Worth, Texas, Ben Hogan’s longtime home and the site of the original Company which opened in 1953.


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