Last week's PGA Show had little to offer in the way of fresh and compelling new ideas. That said, one could argue if any OEM produced a discernable vibe layered with newfound optimism and dare I suggest, excitement, it was Tour Edge.
It's not often an OEM focuses marketing efforts on a second-tier product, but that's exactly the approach Tour Edge is taking for 2018 with its Hot Launch 3 line of equipment.
The proposition is simple, the price affordable and yet it's a space in which few, if any, other OEMs are willing to play.
Tour Edge defines this niche as a place where consumers can access custom fit, game-improvement targeted equipment, built on the foundation of advanced technologies at uber-budget friendly price points. On top of that, Tour Edge guarantees an Amazon Prime fast 48-hour delivery on all custom clubs.
The third release in this line is the HL3 hybrid, which retails for $119.99. The tech story isn't dissimilar from what we often hear from higher-priced competitors and is no doubt what gives Executive Vice President John Craig confidence to assert "With HL3, you can get the best of both worlds; leading edge performance and a retail price that won't break the bank."
The face is crafted from 450 Carpenter Steel and incorporates VFT (Variable Face Thickness) to promote more ball speed retention on off-center strikes. The Power Channel serves as Tour Edge's "slot technology" giving the face more flex to increase initial ball velocity.
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Ranging from 48 grams to 60 grams and available in four flexes (L, A, R, and S), the stock shaft is produced by UST Mamiya exclusively for the Hot Launch 3 line. Exclusive Design in shaft parlance almost always translates as made for, and while these shafts are often less expensive to manufacturer (and tend to be higher launching/spinning as well) than after-market equivalents, let’s not forget the target audience for Hot Launch.
Hot Launch, as a line, is a "MOM" (Meat of the Market) release and my hunch is Tour Edge's balance sheet would reflect the reality that there are far more golfers out there looking for high value-low(er) cost products than gearheads and equipment junkies might readily admit.
It’s the opposite of the PXG Effect, and thus far, it’s a market space that’s proving to be a sweet spot for Tour Edge
The Hot Launch 3 hybrid retails for $119.99 and is positioned to replace 3-6 irons (lofts of 19°, 22°, 25°, 28°) and is offered in both right and left-handed models.
Tour Edge will be a full participant in this year's Most Wanted testing and in an environment where performance speaks for itself, it will be interesting to see what Hot Launch 3 has to say.
For more information, visit TourEdge.com.
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