Ashworth Golf Gains Momentum
Story published at 14:49, Friday, July 11th, 2014
Page last updated at 4:21 pm, Friday, July 11th, 2014
The first half of 2014 has seen an incredible set of results for Ashworth Golf. The brand has seen apparel sales grow by 42% and footwear sales grow by 30%. Alongside this, the amount of Ashworth crested apparel has grown by over 60% versus last year.
These results have been delivered following the new Ashworth distribution strategy that puts the green grass pro at its heart. Ashworth is exclusively sold to on course pro shops which has allowed core golfers to reconnect with the iconic Golfman. In conjunction with this, Ashworth Golf launched the Ashworth Partnership Programme which rewards customers for their support with free cresting, in store POS, team order discounts and many other benefits.
Andrew Law, Commercial Director, commented: “We’ve been delighted with the early results of the new Ashworth strategy. We have given the brand to the green grass pro and they have backed us and are now enjoying the results. We really appreciate and value this support in such a competitive industry and are committed to working hard to deliver more commercial success for our valued customers. We will be continuing the on course only distribution into 2015 and also extending the number of “partners” to allow more pros to enjoy the benefits of free cresting and in store displays.
In addition to the commercial success, what has been just as satisfying is the brand momentum we are seeing. Having iconic players like Justin Rose, Fred Couples and Stephen Gallacher wearing the product has given the Golfman great Tour exposure and credibility. We’ve also invested heavily in the brands association with the game of golf and the incredible moments it brings you. The “walkmore” activation encourages golfers to share imagery of their round with other golfers via Facebook, Twitter and Instagram. We’ve already had thousands of images sent in and I’d encourage all our customers to get involved.
Ultimately Ashworth is not about a hero product or a single player, it’s about an authentic brand that embodies our fantastic sport”.
The incredible first half results for Ashworth Golf were complimented just last week by the 5th Ashworth Cup (TGI vs Foremost Golf), which this year was held at the 2014 Ryder Cup venue, Gleneagles. It was a fantastic few days with great golf and true sportsmanship on show. Both teams fought hard, but this year Foremost came out on top with a 12-6 victory. This takes the overall score to 3-2 in favour of TGI and certainly whets the appetite for next year’s event.
To see the highlights from the 2014 Ashworth Cup please click on the link: http://youtu.be/8OtYOIeMjHQ
Ashworth Golf www.ashworthgolf.com