Global Edition

Cobra custom fit sales measure up nicely

12.20am 28th April 2005 - Corporate

The launch of Cobra’s new Inertia Series has seen a massive upturn in the number of custom fit orders according to recent sales figures. With only three months of the year gone and the season barely under way Cobra has sold more than 50% of the entire year’s forecast of custom fit Inertia Series irons and compared to last year’s first quarter custom fit orders have more than doubled. As Cobra’s UK sales director Nick Tempest explains, “We have got off to a flyer this year when it comes to custom fit sales; this is partly due to the strong demand for the new Cobra Inertia Series iron offering, as we have built up some fantastic early season momentum. But it’s also due to the great support we are getting from our Custom Fit partners who are clearly committed to the general principle of ‘made to measure‘ clubs as a sales and marketing tool for their retail business and we are delighted that the Cobra brand is a major part of that business.”
One Cobra Custom Fit partner who is experiencing great success with the new irons is Chris Gill, owner and head professional of Moreton Hills Golf Centre on the Wirral, and board member of the TGI buying group. “We are doing record numbers with Cobra this season,” he said, “particularly custom fitted irons sales which have easily more than doubled compared to last year. We are now specialising in custom fit and Cobra is playing a big part in our success. The key is that the new Cobra irons perform well at a sensible price for a premium iron.”
As Chris goes on to point out, the definition of success for a retailer is not all about numbers: “Our custom fit business takes the price issue away, by offering first class service and advice we are keeping the margin up but the overall package to the consumer still represents value for money…. so everyone wins”.
The main point of difference with the King Cobra Inertia irons, as the name suggests, is the high inertia value or ‘resistance to twisting‘ built into the design. This creates a huge forgiving ‘sweet zone‘ and greater accuracy and carry distance from all 9 points of the clubface. The 3400 I/XH is the flagship product in the line up, designed for the 10+ handicap golfer seeking the ultimate in game improvement technology, and features a unique ‘transition design‘ cavity delivering superior feel, accuracy and extra high launch.
Alternatively, the 3100 I/H is designed for the 5+ handicap golfer and features an ‘undercut design‘ cavity and urethane insert extending across the face to reduce vibration and greatly improve feel. The 3100 I/H delivers the perfect balance of high launch and accuracy on off-centre hits with added workability and feel.

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