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2020 Brings the Revitalization of the Ben Hogan Golf Equipment Company

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Ben Hogan Golf Equipment Company has had a rough go at it recently.

On one hand, you have the major OEMs, such as Titleist, TaylorMade, Callaway, Mizuno and Srixon, while on the other hand you have smaller equipment manufacturers like Sub70 and Lynx Golf that have found their niche and established themselves.

Unfortunately, however, Ben Hogan still hasn’t been able to find itself and find success in the marketplace. Indeed, in late 2017, the company was forced to downsize and, shortly thereafter, decided to migrate to a direct-to-consumer (DTC) business model.

The obvious benefit of going DTC is that you can reduce prices by cutting out unnecessary middlemen that need to take their share. At the same time, the DTC model’s biggest consequence is that the product is no longer readily available to customers to see in-person and test out. While this isn’t a huge drawback for DTC golf ball manufacturers, golf clubs are a much more considerable investment.

 

 
 
 
 
 
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Fortunately, Ben Hogan believes its found the right balance with the help of Club Champion, a national partner who can provide golfers to try their PTx PRO irons, GS53 driver and fairway woods and Ben Hogan Precision Milled Forged Putters on a a launch monitor and, with some the help of some additional testing and tweaks, put a unique set of clubs that honor one of the game’s greatest in their bag.

 

 
 
 
 
 
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Partnering with Club Champion will help propel Ben Hogan’s new Club Fitter and Builder Program. Starting earlier this year, accredited club fitters and builders will be able to buy Ben Hogan-branded club heads directly from the Company to use in their custom club building businesses.

“Just like our factory-direct-to-consumer business model, which eliminates retail mark-up, this new club fitter’s program offers high-performance forged club head pricing that is unmatched in the industry. It will allow club builders to offer their customers the best golf equipment in the world at the best pricing, while still recognizing a strong profit margin,” said Scott White, CEO, Ben Hogan Golf Equipment Company.

White further note that, “Now, through these nationwide club fitter partnerships, we can offer Ben Hogan golf equipment through a secondary channel and while further enhance the custom golf club experience for golfers.”

 

 
 
 
 
 
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In the event you aren’t near a Club Champion or another fitter carrying Ben Hogan Golf products, 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 Equipment Company. The Company reports that over 70% of people who try Ben Hogan Golf equipment via the Demo Program end up making a purchase.

 

 
 
 
 
 
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While the Company hasn’t announced any new 2020 equipment releases yet, Ben Hogan Golf recently announced the release of a new line of golf bags that includes the BH1 Stand Bag, Midsize Staff Bag and Sunday Bag, all of which feature the signature blue and white color combination, along with the signature of Company’s Legendary founder and namesake.

The expanded product line provides multiple size and style bag options for golfers of all types, including those who walk, ride or pull their bag on the golf course.

 

 
 
 
 
 
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The BH1 stand bag has been designed with the goal of finding the balance between being light enough to carry comfortably for 18 holes, but still backed with plenty of storage for golfers who ride and want to carry some extra gear. Indeed, the BH1 weighs just 6.6 lbs and features 7 zippered pockets, including a Velour lined waterproof valuables pocket, a waterproof garment pocket, and Velour lined range finder pocket.

 

 
 
 
 
 
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The Midsize Staff / cart bag is much more robust. Weighing in at 9.4 lbs., the Midsize Staff bag is designed to meet the needs of the aspiring competitive golfer, as well as the weekend warrior who desires that Tour look. Equipped with 11 zippered pockets, full-length dividers and an umbrella holder and towel ring, the Midsize Staff is the ultimate way to display your appreciate for Ben Hogan Golf.

 

 
 
 
 
 
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The Sunday bag offers the perfect combination of simplicity and style in an ultra-lightweight bag. Weighs just 2.9 lbs., the Sunday bag is equipped with three zippered pockets to store everything you’d need during a round. The best part, the Ben Hogan Sunday bag only costs $90, making it a perfect “backup” bag for dedicated walking rounds or trips to the range.


 

Ever since golf became a competitive outlet, nothing brings Eric more joy than a well struck 4 iron. And despite living in NYC, Eric makes it a priority to work on his game and fitness during the week, along with a round or two over the weekend. Fortunately, he’s got a very understanding fiancé who (for the time being) accepts him and his obsession. Follow Eric on IG @hozel_rocket.

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ScottW
ScottW
4 years ago

Eric – thanks for the article on our Company, our new Club Fitter and Builder Program, and the first of our 2020 product introductions. Very well written! However, I feel the need to comment on a couple of your thoughts. The Ben Hogan Company ‘pivoted’ away from traditional retail channels in 2017 (by choice) to take advantage of modern eCommerce technology and trends. As a manufacturer of premium, Tour-quality products, we decided to implement an innovative Direct-To-Consumer business model in an effort to reduce our costs and altogether eliminate retail mark-up. These savings, in turn, are passed onto the consumer… Read more »

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