The Golf Lab
January 6, 2009 
 Golf Lab Members Only Newsletter
 Recession Strategies
In This Issue


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Greetings!

It's pretty scary when the front page of the San Francisco Chronicle predicts that 200,000 retail stores will close in 2009. We plan to be a survivor by earning your business - continuing to create new services that will encourage you to return to the Golf Lab and encourage your friends to do the same.

Our first goal is to provide access to information that will help you have more fun with your golf game. Every month I publish a new episode of the Golf Equipment Chronicles in Golf Today Magazine. For January, my theme was "Recession Strategies" - a catchy title for the times. If you have time for a lengthy read, here's the link to the article:

Recession Strategies Article

I write this newsletter at least once a month to communicate with Golf Lab customers. It's our way to "get the news out" - and to provide a detailed explanation of our services. But for quite a while, I've been thinking about a different kind of newsletter. Each month, I receive several "official" newsletters from Golf Lab suppliers. One comes every month from Strategic Shaft Technologies - the company that invented the SST PURE shaft alignment system that we feature at the Golf Lab. Here's a link to that newsletter:

SST PURE newsletter

 Industry Newsletter?
 

My question is whether there are enough hard core golf nuts in the Golf Lab family to support a monthly compilation of industry "insider" information? What could you expect from such a publication? The SST newsletter is a good sample. First hand, eyewitness reports from the Tour Staff of Golf Lab suppliers. What products are being tested by which Tour pros? I've already reported that Phil Mickelson was using KB Tour shafts during the Skins Game. But did you know that Ernie Els is also expected to make the switch and there have been picture published of Ernie playing KB Tours? When it comes to making an equipment switch, most good amateurs want to know that the new product has a following on Tour.

Each month Fujikura and True Temper publish lists of tour usage of their shafts. That's pretty interesting, but much more interesting is who is playing what shaft and what he's saying about it. That kind of information is much more difficult to come by. One of the up-and- and coming brands on Tour is ACCRA. ACCRA shafts are not available through normal distribution channels - including major company custom programs.

Nevertheless, a growing list of PGA Tour pros is playing ACCRA. They're not getting paid to do so - that's usually a pretty good indication of performance. Our direct link to the ACCRA tour rep gives great insight to what's going on at the highest level of golf.

As far as equipment is concerned, it's pretty difficult to stay on top of what's really happening. With Taylor Made releasing a new flurry of models every few months, it stands to reason that some will be good and some not so good. Which products are being accepted and which ones are headed for early cancellation?

And there is another source of information that's increasing in importance. The online golf forums. That's where the "buzz" really starts. What are the "real" (amateur) players saying on GEA, Golfwrx, Bombsquad and Golfopinions?

I'm looking for motivation to spend the time to create a "demo". If you think you would be interested in such a monthly publication, and - and here's the big "AND" - you'd be willing to pay a few bucks - $10 or $20 a year - click on the link below and give me your feedback. The industry newsletter would have to be reader supported to maintain impartiality. No advertising accepted from companies who think that money should influence coverage.

Email Leith

 


 Ebay is Your Friend
 

In the golf equipment retailing community there's constant complaining about how eBay is "destroying" the business. No traditional golf equipment retailer can compete with eBay on price alone. After all, eBay has created the most efficient distribution model in the world - direct from seller to buyer - with just a little (15%) "vig" in the middle.

At the Golf Lab, we're turning the efficiency of the eBay marketplace to our advantage and the advantage of our customers. Here's an example:

Take Mizuno. Suppose you want a new set of the highly regarded MP-60's. In the retail world, the pricing scheme is designed for premium forged irons sell for at least $100 per club. Most companies try to get more with upgrades and special features. If you want to upgrade your new MP-60's with high performance, SST PUREd shafts custom fitted and built for your game - Aerotech Steel Fiber, Nippon lightweight steel or KB Tours- you can expect to add $70 each. Totally decked out and customized - Mizuno MP 60's - and all other premium forged irons command $180 per club. Top of the line Miuras sell for $225 per club - decked out.

Here's the highest value alternative. Suppose you're willing to buy your MP 60's slightly used? On eBay, slightly used MP 60's go for under $50 per club. Understand, "slightly used" is subject to a wide variation in interpretation but we have bought many sets that were difficult to tell from brand new. Other times, we were not so lucky.

Do the arithmetic. $50 plus $70 and your completely decked out MP 60's are going to cost $120 per club. That's a cool $60 per club saving. If you're thinking "recession strategies" but would still like to be playing a fabulous set of custom fitted and custom built irons this season - save a few scratches equal in every way to top of the line irons - you can do that at the Golf Lab. Totally custom built for about the same price as "off the rack". Think of it as a choice between a brand new Chevy and a year old Mercedes. If you'd rather have the Mercedes, you know what we're talking about.

To make the point, be sure to have a close look at our next "Members' Only" newsletter. We're going to make several sets available - customized with the shaft of your choice - SST PUREd - for prices that will be hard to refuse - even in a recession.

 


 Cash In Your Unused Clubs
 

The efficiency of eBay works both ways. In the past, selling a set of used golf clubs wasn't worth the effort. Now, with eBay you have access to "world market price". But, if you only have one or two sets, figuring out the details of listing on eBay, answering questions and shipping the goods isn't worth the effort either. At the Golf Lab, we help you re-use the money you've already spent. We've been working with Heather Hughes for over five years to sell our mistakes and trade-ins on eBay. Combined, we've completed over 2000 eBay transactions. Working with Heather is simple and quick. You just drop your clubs off at the Golf Lab. We give you an instant estimate of what they're going to sell for. The transaction cost is 25% - which includes 15% to eBay and 10% to Heather for doing the work. You get the remaining amount in credit for your new clubs.

Between Leith and Heather, we spend at least two hours every day on eBay. If you're looking for advice on eBay buying and selling and trends in equipment prices and values, the Golf Lab is your expert source of information.

 


 Think "Recycled"
 

There have been a lot of great golf clubs released in the last few years. Not every new design works. Some are just plain duds. For example: the Orlimar 420 cc head is a cult classic, selling for over $100 in used condition when it's available. That head is over six years old. Slightly newer, the Taylor Made 425 TP is equally appreciated - still widely played on the world tours. With the trend in driver head sizes going smaller - you might find a great "classic" driver head that performs better than any new driver that you can find.

That is especially true if controlling spin is a problem. The very best driver heads to control spin are the current Adams A-4, last year's Nike Tour Square and the Bridgestone J-33 from three years ago. With a Golf Lab fitting to measure your exact launch ballistics, matched up with the perfect shaft, you might find that you can't beat the performance of a "lightly used" driver - and save a couple of hundred dollars in the bargain.

The same goes for shafts. A brand new Mitsubishi Diamana Blue Board sells for $300. We have built up a hoard of lightly used Blue Boards and have them for sale for half price. $150 for a Blue Board installed in your current driver gives you a true "Tour Quality" shaft. Thanks to the magic of the eBay marketplace - you can play true Tour Quality golf clubs for less than the price of off-the-rack.

And don't forget our personal favorites - classic irons. If you're thinking forged, you can't beat Ernie Vaderson's original Snake Eyes from the early 90's, the Hogan GCD forged or the Founders Club 200's. We have dozens of classic, collectors' irons in fabulous mint and new condition. They are all hoping to get new shafts and a chance to play again.

 


 Expanded, Improved Fitting Services
 

For the next couple of months, we're extending our "free fitting" services for Balance-Certified and Tour Lock counterweights. If you haven't yet seen for yourself what changing the balance of your clubs can do to improve your ball speed, swing path, face angle at impact and consistency, don't wait any longer. You might be amazed by the results. Call the Golf Lab and reserve an hour for your appointment. 650-493-1770.

On the driver side, we've added two additional shaft fitting systems to provide insight about which shafts might work that are not on the "Top Ten List". Combined with the experience we've gained from the Nickent Evolver shaft fitting program, we've learned a lot about some of the newer, boutique companies with great products that out-perform the expensive old favorites for a lot of players. If you haven't heard of Oban, Enzo and the House of Forged, you've been missing some of the better new shafts that have come on the market. And, the final test is always taking the exact head and shaft combination that we recommend to the range or the course to verify for yourself that the combination works - the only way you can - by hitting balls outdoors.

We now have over 200 shafts that fit the Nickent Evolver as well as almost 50 custom fitted Mizuno MP- 60's fitted with every high performance iron shaft on the market. Take the guesswork out of your next golf club purchase. Golf Lab driver fittings now include a review of shafts from www.shaftfitter.com and our proprietary shaft profile database. We also give you an updated list of the best performing golf balls for your individual launch ballistics. Driver fittings are still $125 and require two hours with extra range time for followup.

If you've already had a Golf Lab fitting but want to update and check your numbers, we'll revisit all of the tests in an hour for just $50. That will be worth the time just to get the updated shaft and ball recommendations.

 


 Improved Customer Support
 

We finally made the plunge this year and installed a state of the art point of sale and inventory management system. We know that one of our biggest problems was keeping track of the myriad details of running an increasingly complicated business. We're going to do that job better.

 


 A Great Time to Experiment
 

While the chilly weather makes going to the golf course a little to challenging for some of us - it's still a great time to work on your equipment. If you don't know exactly what you want to do - or if tweaking your equipment would help your game - you can reserve a free, fifteen minute "consultation" to find out. Just call the Golf Lab and schedule time with Leith to describe your game and your goals, have a look at your clubs and your swing and get an informed opinion about how, and how much, a little work on your clubs might help you improve.

 


Regards,


Leith Anderson, Bob Huff, Clint Smith and Michael Quagletti
The Golf Lab

phone: 650-493-1770
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