Q&A with Ben Welch - Titleist Golf Club Category Manager (UK)

Q: It has been a very challenging time to launch a new range of clubs – how has the TSi range been received by retailers, media and consumers?

I think it’s fair to say that with all of the obstacles and current situations we find ourselves in right now, the performance, engagement, and orders have been better than we could have imagined even in normal times. The uptake and conversion on Tour has surpassed anything we have seen before at Titleist, TSi is more visible than ever with our advertising plans including TV ads for the first time in 15 years, and we are winning more and more performance battles in the fitting department. So all in all, yes we are very pleased with the launch so far.

Q What has been the uptake on Tour of the new TSi Metals?

The Tour launch of TSi has been fantastic. Our player conversion was the best we’ve ever seen, and in the very first week they were available, TSi instantly became the #1 played driver on both the European Tour as well as the PGA Tour. What’s made it even better from our side, and a true indication of the performance benefits, is that TSi is increasingly being played by a host of non-contracted pros choosing to play the best performing driver for their game without an agreement.

Q: How has the initial sales performance of TSi been, particularly given the product was launched during the pandemic?

Launching on Masters Thursday was a fun week for all involved and the buzz around the game at this time helped TSi launch successfully. The various lockdowns of recent months have created some different opportunities for us, but we are confident in the demand we have seen for TSi so far. Orders on the book for Q1 are strong and custom demand even at a time when golf has been restricted, has been fantastic. We feel TSi is only just getting started and there are no signs of a let up.

Q: How can PGA Pros maximise performance with consumers through TSi fittings?

Fitting is a fundamental approach for us to find the correct driver for any golfer, no matter their skill lever. That is why with TSi, we are offering greatly enhanced fitting tools, opportunities for fitting events, and product training, all designed to make sure the consumer has the best possible chance to find the best performing TSi for their game. Taking that one step further, the addition of the Surefit weight track on TSi3 coupled with the adjustable hosel on all models, TSi is the most adjustable driver we have ever made. We’ve then selected a range of ‘real deal’ aftermarket shafts to compliment the technology in the head and to make sure TSi performs for every dedicated golfer.

Q: Why will a PGA Pro benefit from stocking Titleist clubs, in particular the new TSi range?

It is an exciting time to be involved with the Titleist brand. We are seeing unprecedented demand for the product right now and we feel it is the best line-up we have ever had, we also believe the range of products offer the ability for dedicated golfers of all skill levels to dial in their best performance. Our Partnership terms have become more inclusive and offer retailers more ways  to do business. Our fitting tools are more comprehensive than ever, supported by a full calendar of events with our Fitting Specialist team. We truly feel it is a perfect time to come on board and be a part of the buzz surrounding Titleist hardware right now. On top of all this, our further strengthened partnership with The PGA affords the opportunity to work closer than ever to deliver best in class fitting and product seminars, as well as a host of other opportunities that will benefit all PGA pros.

Q: What is the standout selling point of the new TSi Metals and how has it improved on TS metals?

Our approach to driver design is to look at the whole package, and not just certain elements of performance. This is where our research has helped us make TSi faster in the air and faster at impact. We’ve improved the aerodynamics, found new materials such as ATI 425 aerospace titanium which we’ve used in the face of TSi, more rigorously tested to ensure every head is at the fastest allowable limit, and improved our already impressive adjustability with the new Surefit weight track in TSi3. All in, these things have helped make TSi the fastest, longest, straightest, best looking and best sounding driver we’ve ever made.

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