PXG Reveals New GEN4 Golf Clubs At Highest Price

PXG’s direct-to-consumer model has been particularly successful despite the 2020 pandemic. Revenue has increased 100%, according to some accounts, and the high-end golf equipment company has hired more than 150 new employees at full time to help meet demand in club building and consumer support categories.

While PXG, founded by billionaire Bob Parsons, remains focused primarily on the high end of the club market and its experiential adaptation component, the continued growth of the company has allowed it to pursue a greater slice of the global pie. . In 2021, that means a three-tier pricing strategy – another step in the evolution of a brand that remains a disruptive voice in the golf equipment space.

A month ago, PXG released its new 0211 irons at a price that Parsons said consumers certainly wouldn’t expect from PXG. Today the company unveiled its new flagship line of clubs: GEN4 irons, hybrids, fairway woods and drivers.

Precision engineering and custom performance are part of the package, which comes with the price consumers more typically expect from PXG. The new GEN4 irons, available for presale on March 9, cost more than three times that of the brand’s 0211 irons. While a set of eight 2021 0211 iron clubs ($ 109 each) would cost around $ 900, the same GEN4 line of 4 thru irons would cost nearly $ 2,800, with individual irons priced at $ 349 apiece. Other price points in the GEN4 lineup: $ 379 for hybrids, $ 429 for fairway woods, and $ 549 for the newest pilot.

“Absolutely amazing and expensive, but worth every penny,” Parsons says.

PXG’s previous lineup of GEN3 irons and Proto clubs strike a happy medium when it comes to pricing. It’s all part of the plan to expand PXG’s customer base by providing innovative technology that appeals to a wider range of golfers.

“We want everyone to experience PXG’s patented technology, which is why we’ve expanded our offerings to support a wider audience of golfers,” added Parsons. “Whether you prefer the latest technology and the most advanced mounting options or just want a sexy set of sticks that deliver incredible performance, we’ve got you covered and we’re proud to have you on our PXG troops.”

Full technical details of the new GEN4 clubs won’t be released until next month, but the most noticeable difference in the irons is a new center weight placed in the badge on the back of the clubhead. This new weighting technology is complemented by PXG’s signature tungsten screw weights – two on each side. Inside the clubhead, behind the ultra-thin, high-performance steel face, is an internal polymer technology called XCOR, with the X promising both “xplosive” distance and an “extremely smooth feel.” “.

The new GEN4 won’t be right for everyone given its price tag, but PXG – once completely focused on the highest end level – continues to aggressively position itself to attract a much wider range of gamers of all skill levels. .