Sudibyo M. Wiradji, The Jakarta Post, Jakarta

Sudibyo M. Wiradji, The Jakarta Post, Jakarta

Golf clubs catering to Asians gain popularity

New golf club models with Asian specifications are gaining
popularity among Indonesian golfers because they can better
accommodate Asian postures compared with those built to American
specifications.

"Top golf brands from the United States, including Callaway,
Taylor Made and Cleveland, which used to focus only on American
or European golf club models, have also produced an Asian version
of their clubs due to the growing market for golfing equipment in
Asia, including Indonesia," said Raja Sports spokesman Jimmy
Singh.

The U.S.-based golf producers have included Japanese
technology, especially shafts, in their products. "The new clubs
are now preferred among local players," he said.

Compared with American golf clubs, the Asian versions are
slightly shorter and lighter and therefore are more suited to
Asian or Indonesian players.

"The new models, with improved head and shaft, allow a player
with an Asian posture to produce longer and more accurate shots
without having to expend too much energy," he said.

According to golf shops, the entry of more Asian golf clubs
available in different brands gives players more options at
relatively affordable prices. The price of golf clubs for
beginners ranges from Rp 2 million (about US$235) to Rp 5
million, while for an average player it is from Rp 5 million to
Rp 10 million or more.

Regular buyers of the new models include lady and junior
golfers, whose numbers have been on the rise over the last two
years. It is small wonder that major golf shops in town, such as
Golf House, Hari Bros and Raja Sports, provide Asian or Japanese
versions of golf clubs in addition to those with American
specifications. Golf clubs in an Asian version are available in
various brands, including Callaway, Taylor Made, Cleveland,
Mizuno and Onesider.

In addition to size, players also consider the technology
adopted in manufacturing golf equipment and accessories. Even
though new models of golf equipment and accessories enter the
market periodically, they always attract players, whether they be
beginners, amateurs or professionals, to try because "every new
model has improved benefits and design," said Golf House general
manager Ratih D. Gianda.

Golfers whose hobby is to collect new models of golf equipment
or accessories will also rush to local golf shops when new models
enter the market, she said.

"The technology used in manufacturing golf clubs, for
instance, is designed to help improve players' game performance
and therefore, the technology in golf develops from time to time
as reflected in every new model launched," she said.

The new-type golf clubs, whose head is made of titanium, are
now popular with players because the club is lighter and easier
to use, she said.

Golf equipment producers launch a new product at least once a
year. In 2003, Mizuno, for instance, launched the Intage Driver
series and will launch the Mizuno Driver MP 001 this year. Other
new items to be launched in 2004 include the Adams Ovations
driver, Adam Idea iron, Wilson Deep Red II irons, Callaway ERC
Fusion driver and Taylor Made 500 series XD type driver.

Hari Bros provides a wide range of golf accessories such as
swingers, putting practice sets, driving mats, gloves and tees in
a variety of new models. At the golf shop, customers are allowed
to test new models of axels and onesiders before purchase. "We
lend new models of golf clubs to customers for a free trial. They
can use them in three or four games before deciding whether to
buy or not," he said.

Also available in the market are new models of golf equipment
for training. One of them is the Laser Trainer. The model is also
popular among golf beginners who are still learning how to tee
off. The item is equipped with a laser trainer system that
enables players to improve their game by eliminating flaws in
their swing because the system provides immediate visual feedback
to perfect a player's swing plane through laser guidance. "The
model is very useful for those who are learning to strike the
ball with the right swing," said Murali of Hari Bros.

Meanwhile, new models of golf accessories, starting from hats,
apparel and shoes to gloves, are also available on the market.
According to providers of golf items, the current trend in golf
apparel is a sporty and bright fancy look. "This is in line with
the increasing number of young golfers," said Ratih of Golf
House.

"Golfers with new models of golf accessories like apparel,
shoes, gloves or bags will feel more comfortable and confident
when playing golf," she said.

From the technology viewpoint, new types of apparel adopt
"Play Dry" technology. "This enables the cloth to absorb sweat,
keeping wearers feeling fresh and comfortable, even though they
have played for four hours," she said.

Murali, of Hari Bros, said that players can now find new types
of golf gloves, whose material combines lycra and leather. "The
combination material allows users to feel more comfortable when
compared with gloves made from 100 percent leather," he added.