industry spotlight with bob weeks and rick young
leading canadian media experts opine on retailing in 2008, nike golf and mr. ames
To gain some insight into the Canadian golf industry, we recently sat down with two of Canada’s top golf media personalities:
 
| Bob Weeks is Editor of SCORE Golf Magazine, the author of a popular blog and a TSN golf analyst. |
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Rick Young writes
prolifically on the golf industry for a number of mediums. |
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The Canadian
golf retail business has been flat for the last few years. What factors are
contributing to this?
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Weeks: I think we’re seeing a flattening
in terms of participation which affects sales. I think consumers are also
less likely to buy new clubs as frequently as they once did. They are much
more discriminating in making purchases, taking time to research potential
buys and to see what will truly help their game. I don’t think anyone buys
clubs or other equipment on impulse anymore.
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 Young: The biggest
factor is participation. Golf is not growing in Canada at a rate
conducive to a healthy retail environment except for the women's category, which
is seeing marginal growth.Poor spring weather the past couple
of years in key regions has played a role, as has less disposable
consumer income based on rising costs for things like gas and home
heating.
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What's your
forecast for 2008 for retailers and professionals selling hard and soft
goods? |
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Weeks: Depending on weather, I think
you’ll see growth, but perhaps not at the break-neck speeds we once did. It
will be slow and steady, requiring more work and innovative marketing from
retailers to get the sale.
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Young: I think it’s going to be
a very trying year for the industry. The higher Canadian dollar against
the American greenback is pushing people across the
border or onto e-bay to save on big-ticket
items such as drivers, fairway metals and irons.
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What are the qualities of a great green-grass golf merchandiser? And off-course?
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Weeks: For green grass, the bottom
line is service. That means available demos, testing, fitting, product
knowledge and finally, speed of delivery. When someone buys new clubs, they want them now.
I believe that the green-grass dealer benefits greatly
from building a relationship and a sense of trust with the consumer. As an
example, I buy skates for my son at a small mom & pop hockey store
because I know the people behind the counter and I trust their opinions on
what’s best for him. That’s what green-grass needs to develop.
For off-course retailers, it’s much the same except
selection has to be a part of the equation, and consumers need to feel that
they are receiving individual attention and consideration.
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Young: Great green-grass and
off-course merchandisers put all their emphasis on the needs of the customer.
Consumers need to come into a retail environment that is inviting, pleasing
to the eye and offers popular brands. To me, merchandising is about
imagination: It’s about always being fresh and innovative, and having experts
available who can answer the customer’s questions authoritatively.
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What's your take
on Nike Golf’s move into the Canadian market place?
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Weeks: Nike has done a good job of
weaving itself into the fabric of the golf market place. I don’t think it’s
regarded anymore as that ‘shoe company that’s making golf clubs.’ It’s become
a legitimate contender for just about any purchase, whether for balls, clubs
or soft goods. What’s most impressive is just how quickly that transition has
taken place.
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Young: I’ve been most impressed by
Nike's willingness to listen to its network of national customers. Sometimes
mega brands simply ignore the customer. They think they know more than the
customer about what’s important. Nike Golf Canada's attitude has been: Let's
listen to the consumer and learn from them to help us. Nike Golf has done a
great job at that worldwide, but it's very apparent here in Canada.
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What are the
strengths of the Nike Golf brand, especially compared to its major
competition? |
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Weeks: Nike’s strength to me is its
ability to provide for the golfer across every platform—shoes, clothing,
clubs, balls, bags and gloves. As well, the reputation of the company from
other sports transports well to golf now that the company has established
itself in the sport.
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Young: At the top of the list is a
full line of quality products. Some of us thought in the beginning that Nike
was going to simply slap the Swoosh on a bunch of clubs and try to cash in on
its brand strength. But they've done just the opposite. Nike products
resonate with tour players, low handicap amateurs, higher
handicap players and casual golfers. That's a strong statement for a
brand that's only been in the marketplace for about eight years.
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What does it say
to consumers and retailers that Tiger and players such as K.J. Choi and
Stephen Ames have success using Nike Golf products?
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Weeks: It shows that the products work.
Validation is a major influencer on purchases and if you have the No. 1
player in the world, it says a lot.
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Young: Once again we come to that
same word: Quality. Tour players can play any equipment in the world.
They could get the same kind of money from another high profile
brand. With so much cash available to these guys, it’s all about winning
championships. To win, you need to have confidence in what you're
playing. Clearly, these guys are confident in Nike.
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Are Canadian
consumers and media members starting to understand and connect with Stephen
Ames?
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Weeks: I think I’d be lying if I
said the consumer has come to fully understand and appreciate just how
remarkable Stephen is (I still get e-mails), but the needle has certainly
moved. His contributions to Canadian golf and the manner in which he has
embraced the country are genuine and the public is starting to see that. Most
of the media realize that now, although there are still a few holdouts.
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Young: He's a free spirit and maybe
he rankles a few people with his comments, but most of the time Stephen says
what other tour players are thinking. Put that aside and you have a guy who
carries the Canadian flag proudly wherever he goes, a player who has been a
major force in Canadian junior golf and a person who embraces Calgary as his
home. I like Stephen a lot. He's smart, funny and a pretty neat guy
to have a conversation with.
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For more information on Nike Golf, visit our web site at www.nikegolf.ca. Editors and journalists
seeking editorial
information and downloadable images, visit www.nikegolf.com/presscenter.
For more information on Nike Golf
Canada, please contact: |
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