PXG’s New GEN5 Golf Clubs Are Priced Nearly $5,000
When PXG burst onto the golf equipment scene in 2015, it did so with high-end, high-priced clubs, not to mention a healthy dose of bravado. As the company grew and evolved, it was able to take advantage of economies of scale and more efficient processes to offer a wider range of products at a variety of price points and significantly expand its customer base. And the bluster is still going strong.
Today, PXG is returning to its roots with its new offering: the flagship GEN5 0311 irons, hybrids and woods that cost nearly $5,000 for a full bag of fitted clubs.
“We’ve come full circle,” said PXG senior designer Mike Nicolette, who has been with the company since its founding by billionaire Bob Parsons. “Our growth was going to be limited in that very high end, but (Parsons) knew that was where we had to start building that brand and that technology.”
When the original GEN1 0311 irons were first released, Parsons said PXG was pure research and development.
“We spent a lot of money making them,” Parsons said. “We spent a lot of money on salaries in research and development. It took us a while to get there. What we did was give them a higher price because we spent a lot more money, we believe, than anyone else to make these golf clubs. To our delight, they were very well accepted.
As PXG has grown and continues to innovate with new ranges of clubs, it has been able to expand its offerings and increase its market share. This was especially true during the “Covid era”, as the direct-to-consumer business ramped up production, inventory and hiring during a time when many competitors were forced to shut down and relocate. stop or reduce orders.
With the release of its fifth generation 0311 irons, PXG is selling GEN4 irons at $249 each and GEN3 irons at $129 each. The company also offers a more affordable line of irons, the 0211, which sells for $79 per club. While only making “a few bucks” on the latter, Parsons says it gives consumers a different way to watch PXG.
The new GEN5 chrome irons return to the high end, priced at $349 per club. The 0311 hybrids and fairway woods are $379 each, with the driver listed at $499. A complete fitted bag, including the putter and wedges, is $4,599. For those looking to upgrade to the Xtreme Dark finish offered in the Black Label Elite irons, the full bag price drops to $5,599.
“We’re known as a brand for our iron technology, so it’s almost an overdue innovation and GEN5 has taken huge leaps,” said PXG senior designer Brad Schweigert during a preview of the new line. at the Scottsdale National Golf Club in Parsons. “But I think where we’re going to shock people is in the woods, and specifically the driver. I’m excited for people to experience that. He delivers distance, ball speed, performance and it has the most mobile weight over the largest area.
“So we were able to tune that to an individual’s swing characteristics and help them execute that square face more consistently, just for their natural swing. And from a forgiveness perspective, the inertia is greater than that of all the other competitors. It looks and feels amazing, and then with the consistency of delivery through fit and fine-tuning, it has it all. It ticks all the boxes.”
The premium pricing box is also checked.
But the demand is there and so is the product. At a time when some manufacturers are struggling to meet production and delivery deadlines, PXG has its latest technology ready to ship – proprietary base polymer material, precision weighting, five-times forged body geometry, quality shafts superior, etc. Ultimately, these advancements in materials innovation and precision engineering satisfy key performance parameters for PXG designers: distance, accuracy, forgiveness, feel and sound.
And while Schweigert said he initially thought there was no way the GEN5 line would be ready before summer, the release also fulfills an inevitable desire to bring the product to market at the height of the season. spring sale and, for many consumers, the official start of a new golfing year. Experience and improved execution made this possible (better research, development, execution, assembly, etc.) rather than scrambling to meet a seasonal schedule. This is something Parsons has been preaching for a long time; that PXG will not release new products until they are obviously better than before.
“That’s when we fire off the flares, start placing orders and make our plans. But we never say, ‘Guys, we need this six months early,’” Parsons says. “Because it brings the devil to the door. Sooner or later, you will create shortcuts. We are not here for that. It would be our loss.
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