Companies show off latest in golf technology

Thursday, Aug. 27, 1998 | 11:11 a.m.

GOLF is a $2.4 billion a year industry, which comes as no surprise to anyone who strolled down the seemingly endless aisles of exhibits at last weekend's PGA International Golf Show at the Las Vegas Convention Center.

No fewer than 250 companies covering more than 775,000 square feet of convention area displayed everything from high-tech metal alloy clubs to golf-themed day planners and cigars.

One company, upstart Liquidmetal Golf, has taken the race to separate the golfing consumer from his or her hard-earned money to new heights with the introduction of its new line of irons, putters and drivers.

Overshadowing the introduction of the revolutionary alloy into the golf-club market is the staggering price tag affixed to the handsome clubs: $1,998 for a set of eight irons; $595 for the driver; and $400 for the putter. That's roughly $4,200 for a set of clubs -- bag not included.

And the powers that be at Liquidmetal Golf are not the least bit sheepish in their quest to slice off a piece of that $2.4 billion pie.

"We target a very specialized market: someone who wants the best and doesn't mind paying for it," Bill Henwood, vice president of sales, said. "If you want Liquidmetal, you've got to pay for it."

Liquidmetal, the alloy, was discovered six years ago at the California Institute of Technology in Pasadena. It is made up of nickel, zirconium, titanium, copper and beryllium, and takes a degree in physics to understand exactly why it makes for a better golf club than, say, titanium.

According to Liquidmetal Golf president John Hoeflich, it boils down to something called "transfer of energy."

Twice as strong as titanium or stainless steel, Hoeflich contends that Liquidmetal clubs absorb less energy at impact with the golf ball -- allowing the ball to maintain maximum flight on every shot. Liquidmetal officials make no precise claims, however, that the ball actually will travel farther.

"The Liquidmetal alloy is like no other metal used to manufacture golf clubs, and golfers can feel the difference," Hoeflich said. "The pure energy transfer allows the clubs to be very forgiving and provide softer feel."

While perhaps the most revolutionary product introduced at this year's PGA International Golf Show, the Liquidmetal clubs certainly were not the only novel items launched. Following is a sampling of some of the other noteworthy products unveiled in Las Vegas:

Little Bertha Clubs

Callaway, the company that brought you a dizzying assortment of big, bigger and biggest drivers for adults, introduced a line of clubs designed especially for children.

Unlike most "junior" sets that merely are adult clubs with shortened shafts, the Little Bertha Golf Clubs were designed in proportion to a child's body. The clubs feature lightweight and flexible graphite shafts and specially sized grips.

The suggested retail price for a driver, 6-iron, 8-iron, wedge, putter and golf bag is $500 and comes in two sizes based on a child's height. Clubs can be purchased separately or as a set.

Game-improvement balls

Wilson, the self-proclaimed leader in game-improvement technology, last week introduced two additions to its Staff Titanium line of golf balls.

The two-piece Staff Titanium Straight Distance ball produces a lower sidespin rate off the clubhead, the company maintains, thereby reducing hooks and slices.

Barry Ryan, general manager of Wilson Golf, said the Straight Distance ball reduces hooks and slices by "three to four yards" without sacrificing distance.

"We looked at the core audience for distance balls and everyone is obviously looking for maximum distance. But by far the biggest problem for mid- to high-handicap golfers is that they tend to hook or slice the ball," Jeff Christensen, product manager for Wilson Golf, said. "This is the first distance ball designed to help alleviate that problem."

Wilson also unveiled a new Staff Titanium Spin ball, which the company maintains is a longer and softer version of its predecessor.

The Straight Distance balls retail for $35 a dozen while the new Staff Titanium Spin retails for $37.

Copper-insert putters

Wilson officials were busy last weekend introducing new products. In addition to the above-mentioned balls, Wilson also announced a new line of putters with copper inserts in the face and incorporating their wildly successful "Fat Shaft" technology.

The Fat Shaft Copper Insert Putters come in seven different blade and mallet models. The wider shaft tip prevents putter-head twisting, the company claims, while the copper insert provides a surface that is two-thirds softer than stainless steel.

The putters will be available in golf and pro shops by mid-October and will retail for $119.99.

Eliminating guesswork

Bushnell Sports Optics has come out with a lightweight laser rangefinder that is half the size of its original models.

The Yardage Pro Compact 600 provides golfers with accurate distance measurements up to 600 yards, yet weighs only 10 ounces and can fit into a jacket pocket.

Looking similar to a pair of binoculars, the Compact 600 can be aimed at a water hazard, bunker, flag stick or any other object and instantly and silently will give a distance readout in yards. The Compact 600 is accurate to within one yard.

The Compact 600, which is USGA approved for handicap and daily play, retails for $349.

Hands-free sunscreen

While not developed exclusively for golfers, one of the more novel items introduced at the Golf Show is a hands-free sunscreen applicator.

Offered by Handsfree Sunscreen of Lake Forest, Calif., the unique applicator tube allows you to apply the sunscreen onto the desired area of the body without touching the lotion -- similar to a deodorant stick. The obvious benefit is that you don't have to worry about the sunscreen making your hands and club grips slippery during play.

Handfree Suncreens come in four varieties and three sun protection factors and are available at most Sav-On Drugs and Wal-Mart stores.