Global Edition

Custom-fit sales success for Forgan

8.01am 23rd July 2009 - Corporate

Forgan of St Andrews, the world‘s oldest golf club manufacturers, have carried out more than 1,000 on-line custom fittings for customers during 2009.

The company, owned by Sports Plc, has seen sales soar since launching its online custom fit club service alongside its new 2009 product range.

All Forgan woods, irons, utility clubs, wedges and putters are available in custom fit options – with the golfer completing a six-step website process to create their own perfect custom-fit profile before going on to order the clubs online.

Almost a quarter of customers have bought custom-fit fairway woods, slightly more than those who have opted for full sets of irons, with hybrids also proving popular. Fitted drivers have accounted for 16% of sales, while golfers still seem reluctant to focus on short game clubs – with just 10% and 8% opting for personalised putters and wedges.

Simon Millington, CEO of Sports Plc, said: "Offering online custom fitting has resulted in a significant increase in our golf business. Most golfers understand the benefits of custom-fitting, but not all can afford to buy the brands more commonly associated with providing the service.

"Forgan now offers personalised fitting alongside good quality and great pricing – and golfers have responded very favourably. The most common feedback we receive is how impressed are golfers with the quality for the price – something that has been picked up by reviews in the golfing media too, so we‘re delighted."

Spearheaded by its new IWD range, Forgan has smashed its 2009 club sales targets and hope to build on the strong foundations laid this year to continue to make a major impact  at the value end of the market – where its IWD costs just £99.

All clubs across the range come in 10 varying length options from 1inch shorter to 1.5 inches longer; while irons and wedges can be additionally custom fitted for lie, in five angles from -2degrees (flatter) to +2degree (upright). Golfers also have the option of steel or graphite shafts and can choose from three grip options.



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