Breaking Shock Flash! Titleist Says All Is Well, Distance Study Undervalues The Athleticism Of Today's Players

I know this stuff works on some people, and I do appreciate that Acushnet CEO David Maher’s tone is much more agreeable (sorry Wally). But it’s hard to buy the claims of a CEO whose company advertises a product going longer and straighter also saying that it’s not going longer and straighter, but instead, all on the amazing skill and athleticism of these kids today.

If that sounds like a bizarre crossover with the PGA Tour messaging on the distance debate, it is.

Here is Maher’s stance, admirably posted after the USGA and R&A released their Distance Insights Study and the first significant rebuttal from a manufacturer to those excellent reports. Though don’t expect even some light cherry-picking of the report.

Maher writes:

In the spirit of contributing additional perspective to this discussion and the game’s timeless, and healthy, debate between Tradition and Technology, we believe the conclusions drawn in this Report undervalue the skill and athleticism of the game’s very best players and focus far too much on the top of the men’s professional game and project this on golf and golfers as a whole.  Furthermore, we believe that existing equipment regulations effectively govern the prospects of any significant increases in hitting distance by the game’s longest hitters.

So any claims we have made a new product going longer will probably need further study?

Like all sports, golf is played differently today than it was centuries, and even decades, ago – from the people who play, the rules by which we play, and the equipment we use.  Almost all would agree this progress has been a great benefit to the game and that innovation in golf equipment has been an important contributor to this progress. 

Participation peaked in 2001 and has dropped many million since, if that’s progress. Shareholders looking for value may not agree.

Golf is bringing younger players into the game sooner and keeping older players longer than ever; professional golf is as dynamic and entertaining as it’s ever been; and the game remains a healthy challenge for all players and at all levels.

More exciting than ever, just not to Nielsen families.

In fact, the Report itself shows that hitting distance on the PGA Tour decreased in 6 of the past 13 years, including 2019. 

I guess we’re going to ignore the increase years?

We believe this helps to affirm the effectiveness of regulatory efforts, particularly those adopted since the early 2000s, which continue to achieve their desired intent of setting boundaries around future distance increases while also rewarding skill and encouraging innovation.

That’s wonderful you support regulation! Maybe just a smidge more for the good of the game?

Ok let’s get to the good stuff.

The Report, however, suggests that consideration be given to a “Local Rule option that would specify use of clubs and/or balls intended to result in shorter hitting distances.”  We believe that playing by a unified set of rules coalesces our game, is an essential part of its global understanding and appeal, and eliminates the inconsistency and instability that would come from multiple sets of equipment standards.  We think it should be preserved for these reasons and those outlined in the article entitled, The Case for Unification.

Wally! You’re back! At least, a nice link back to that old gem.

Serious question though: if playing under one set of rules is so important, then how come no one actually knows the rules?

We appreciate that the Distance Insights Project was fueled by the best intentions of The R&A and USGA acting in what they believe to be the game’s best interests.  We also recognize that golf is best served when its stakeholders advance and advocate what they understand to be in the best interests of the game. 

Just not when it comes to our product.

We also appreciate The R&A and USGA’s commitment to the November 2011 Vancouver Protocol and its established processes for the consideration of equipment changes, and we look forward to continuing to work with the game’s stakeholders over the coming months and years to advance the best interests of the game.

Great. Take some dimples off and let’s light this candle!