No More Miracle Cures: Companies Focus on Improving Fitness
Posted by Tim Carroll
The newest exhibitors at the PGA Merchandise Show seemingly aren’t the Callaways and Titleists of the world who have been here forever, but are more like Scott Kupferman who has an sports exercise background, with 14 years experience with working with injured athletes and stroke victims.
No longer can the golf industry get by with selling miracle one-step cures for all that ails your golf game for a not-so-small price, plus shipping and handling. Instead any golfers paying attention now realize that there is work involved in playing better. Titleist for years made its money by promising 15 more yards with this ball, 10 more with this club, but if all these added yardages were true, we’d be hitting balls to the moon by now. The Titleist Performance Institute says it is now the biggest free Web site to get the engine of the golf swing — the golfer — in shape. Getting in shape might actually get you 15 extra yards.
In 2002, Mr. Kupferman invented a product called the Xtensor (http://www.thextensor.com) that allows golfers to strengthen their hands and their grips with a precise, finger by finger contraption. Originally marketed to folks who work with their hands, such as dentists and musicians, Mr. Kupferman has found that golfers are a willing audience. A strong grip is essential to holding the club securely, but relatively lightly.
His product retails for $39, plus shipping and handling, of course. Some things never change