INESIS: PURPOSEFUL SIMPLICITY
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INESIS: PURPOSEFUL SIMPLICITY

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INESIS: PURPOSEFUL SIMPLICITY

It’s easy to understand why so many consumers feel jaded by the near-constant bombardment of “LONGER – FASTER – HIGHER” marketing pitches from major golf brands. Because there’s latitude for every company to be a little full of malarkey, it can be maddening for golfers to try and decipher where the nonsense ends and the truth begins.

With that, my hunch is many of you might struggle to fully accept the philosophy of Inesis, the golf-specific brand of Europe’s mega-sport retailer, Decathlon. As is the case with Inesis and each of Decathlon’s 50 in-house brands, the primary objective is to make the sport it serves “accessible to the many.” As such, Inesis (which accounts for a bit less than 2% of Decathlon’s annual 12.39 Billion USD in revenue) is primarily devoted to providing beginning and intermediate golfers with budget-friendly equipment and apparel.

At face value, it doesn’t sound much different from the growing list of alternative brands with similar objectives; however, the dissonance occurs when consumers are asked to consider how Inesis consistently churns out products which perform as well (and in many cases better) than competing products that cost two to three times more.

At the risk of getting too esoteric too quickly, step back, take a deep breath and ask yourself a simple question – How much should golf equipment cost?

PHILOSOPHY

Inesis isn’t in a market share battle with Callaway, Titleist, or any of the major US OEMs. “We don’t fight with the same weapon as those we’re trying to be different from,” says Guillaume Nguyen, Art Director for Inesis. Functionally, what this means is that Inesis has a clear picture of its ethos, which is inseparable from the identity of the larger organization, Decathlon.

Inside Inesis, transparency is primary, and the entire product lifecycle matters. This doesn’t mean consumers have access to profit margins or CAD designs, but whereas other OEMs might balk at putting certain information in front of consumers, Inesis chooses to provide all the information it reasonably can to help consumers make efficient and appropriate purchasing decisions. If you can’t find a piece of information you believe is important – just ask, they’ll probably tell you.

On the backend, Decathlon believes every brand has a responsibility to design, engineer, and manage waste in an eco-friendly manner. This isn’t some Church Lady, “Well isn’t that nice” bullet point on line four of the company mission/vision statement. It’s factored into every level of decision-making from ideation through product delivery. What’s more, like healthier food (I’m talking to you Whole Foods), socially responsible, eco-friendly decisions typically increase the final product cost. Inesis can offset some of those costs by cutting some somewhat non-traditional corners.

The French have a term – subsidiarity – which acknowledges that as a global company, Decathlon encourages employees and teammates to act locally and improve the communities where Decathlon stores are located. It’s also a call to keep decisions as close to the action as possible and is part of the reason why Decathlon has multiple campuses throughout France to ensure products are designed and tested in the same real-world conditions consumers will experience.

Decathlon’s Mountain store sits in the French Alps, where employees can slap on a pair of skis and demo prototypes over an extended lunch break. Likewise, it’s hard to think of a more ideal location to test cycling gear than the home of the Tour de France. This philosophical underpinning also extends to consumer feedback, which is vital to the development of future products. My hunch is this might provide a bit of hurdle in North America where consumers often require incentives to fill out surveys, whereas European buyers are more inclined to do it out of a sense of duty/obligation to the company.

Decathlon consistently ranks as one of the top-rated employers in France, not because of golden parachutes for executives or top-end pay for employees, but rather because it values employee autonomy and promotes an environment which relies less on titles (in fact some branches within Decathlon and becoming title-free) and more on rewarding innovation and creativity. This isn’t to suggest Decathlon doesn’t pay well, but more importantly, it understands employee loyalty and happiness never comes second – even if it means forgoing a bit of profit.

It’s hard to see most brands go any further than lip service platitudes which look good on annual presentations, but in reality, the day to day operations are all about trimming margins to maximize profits and keep Wall St. happy.

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PRICING

Because so often we equate access with cost, making anything more accessible likely means finding ways to reduce the cost for the end-user. For Inesis, it’s rooted in what Global Communications Director, Xavier Rivoire, calls the “fair price.”

No doubt, what’s fair is mostly subjective, and there are any number of pricing models to which golfers have become accustomed. That said, because a model is widely used doesn’t automatically qualify it as fair, perhaps only that consumers have accepted it as the status quo.

For some, fair is the price someone is willing to pay. After all, no one is being held at gunpoint and being forced to pay $530 for a new driver. For others, it’s important to know which factors have contributed to the final price, and only then can a measure of fairness be established.

The problem is that most brands aren’t going to give you the information necessary to determine just how much of the final price goes to help offset any number of costs, some of which are vital (R&D, materials, quality production processes), while others consumers would choose to forgo if given the option (tour staff/support, marketing/advertising, executive travel/expense accounts).

The way Inesis gets to a $199 rangefinder or $79 waterproof shoes without sacrificing performance (check our Most Wanted for full details) isn’t by cutting every corner – it’s by eliminating expenses which don’t directly impact the quality or performance of the final product.

For example, Inesis executives believe there’s no reason to spend thousands on new office furniture when reclaimed particle board is sufficient. By the same reasoning, an economy seat gets one to a destination every bit as fast as a first-class ticket. When the entire team operates within this paradigm, the collective savings become a significant factor in the overall pricing structure.

With that, Inesis also reaps some benefits from other 79 sports brands in Decathlon’s portfolio.

R&D

When Outkast said, “Lend me some sugar, I am your neighbor,” it wasn’t intended to be a commentary on vertical integration, but it might as well have been. Part of what makes Inesis intriguing as a brand is that, while the golf-specific team has just under 30 full-time employees, it has access to proprietary information from Decathlon’s 40+ other R&D facilities, a myriad of testing labs, and established supply chains – all while enjoying all the ancillary economic benefits of being a small cog in the wheel of one of the world’s largest sporting goods retailers.

What this means for consumers is that Inesis can posit a unique value-based argument. Let’s examine its $79 spikeless shoe, which claimed Most Wanted status as the “Best Value” (and placed 2nd overall) in 2019 MyGolfSpy testing. Product engineers at Forclaz (trekking) Quechua (hiking/mountaineering) and NewFeel (running/walking) had already run a swath of R&D lab and field tests gathered consumer feedback, developed sources for high-quality materials, and knew the best practices for creating waterproof, durable, and comfortable footwear. When it came time to make a golf shoe, Inesis didn’t need to start from scratch. All it had to do was pick up the phone and ask questions.

From there, it was a matter of tweaking and testing some golf-specific features (rubber and TPU spike configuration, Y-shape last) to produce a shoe it was confident would perform every bit as well as intended. That’s perhaps an oversimplification, but you get the idea. Inesis says its waterproof membrane is as good (if not better) than Gore-Tex, and as our Most Wanted testing notes, it was the most comfortable shoe tested in 2019. The net result is a golf shoe with all the requisite technology and performance of more recognizable (in North America anyhow) brands for less than $80.

R&D is expensive. Creating supply chains and material sourcing can be time-consuming and is also costly. Because Inesis can leverage the work, experience, and industrial know-how of Decathlon’s 50 in-house brands, it has the infrastructure of a much larger company while retaining the nimble versatility of a small team.

After all, the only thing better than owning a boat is having a neighbor who owns and maintains a boat – and lets you borrow it whenever you want.

INESIS GOLF PARK

It’s a fair bet any resident of Lille, France could point you toward the “big white bubble” which serves as a local landmark, but is actually the indoor driving range at Inesis Golf Park; a multi-faceted property blending retail, corporate offices, R&D facilities, and a public-access 9-hole course and practice facility.

More notably, the park serves as a microcosm of the fluid and organic approach Inesis takes in creating equipment and apparel. Rather than sit isolated in partitioned offices and meeting rooms, engineers and product design teams meet and move collaboratively around a series of connected, curvy-shaped tables serving as fluid workspaces. Adjacent to this area is a large putting green, prototyping lab with floor-to-ceiling windows, and a small retail space where the public can shop.

Why does any of this matter? On a recent trip to see this set up first-hand, a common refrain became “it just makes sense.” I mean, why wouldn’t you have engineers designing products a short chip shot away from a prototyping lab?

Once products are ready to be field-tested, employees can step outside or enlist any of the avid golfers who frequent the golf park – and then step back inside and give feedback directly to the designers, technicians, and engineers. It’s a feedback cycle that doesn’t rely on industrial flowcharts and employee manuals – just common sense.

Certainly, the physical arrangement breeds some level of efficiency, but that’s low-hanging fruit. Whether it saves several days, weeks, or months in bringing a product to market is less important than the fact it saves time, which in turn saves money that isn’t used to increase profit margins but instead, decreases the final cost to the golfer.

The less quantifiable element in play is the impact this has on employee health and well-being. It might be tough to put a specific dollar value on autonomy and working in a productive environment, but according to Forbes, happy employees are 20%-37% more productive. The organizations also benefit as more productive employees have a positive and direct impact on stock prices.

Given Inesis market share and presence in the retail golf space, one would reasonably expect to see a B-list arrangement of black label products that are priced according to quality. However, the reality is from ideation to delivery, Inesis looks, acts, and functions more like a well-heeled major OEM. If there’s a primary point of differentiation between Inesis and every other golf company, it’s in the consumer experience.

LESS IS MORE

Picture any typical big box store. Amidst the plethora of displays, OEM banners, and collection of putters lies a labyrinth where golfers play a game of equipment roulette and hope to get lucky. The point is most retail outlets are not organized with the intent of helping golfers make informed purchasing decisions. The objective is often to get golfers to spend as much money as possible and move product off the shelves.

The reality is the vast majority of consumers shop for golf equipment the way I shop for a new pair of jeans. There’s a checklist with two or three questions (Fit? Comfort? Price?), and it’s time to move to the register.

Of the roughly 24 million golfing consumers, approximately 1/3 of those make up the core contingent of buyers. That leaves 16 million, give or take, who are not going to be moved by $500+ drivers, and won’t preorder a set of $1500 set of irons, sight unseen.

It’s just math, but Inesis has created a distinctive buying experience that is novel in that it authentically targets the most typical consumer. Like the alpine ski industry, Inesis breaks players down into three categories – beginner (30+ handicap), intermediate (15-30), and advanced (<15). You’ll note gender isn’t one of the decision points – just ability.

Each category has a specific set of clubs designed around the most common needs of that group. For example, beginning golfers get a 7-club set with a 43” driver. Whether the player is old, young, male or female doesn’t negate the fact he or she will likely struggle to make consistent contact with a 45+” driver. Big OEMs know this as well, but a 43” driver doesn’t leave much room for tech stories built around promises of faster, longer, and higher.

From there, players select an appropriate length and flex. There are two options with every configuration, and everything is available for both right and left-handed golfers. Each Inesis location has one of several fitting systems that vary from basic to full-on enclosed simulators powered by Foresight launch monitors.

3 categories. 2 lengths. 3 flexes. That’s it.

As with golf clubs, so goes the golf ball where there are again, three models; one for each level of player. It should also be noted in terms of components, Inesis uses shafts and grips from major OEMs, when appropriate.

The story is roughly the same on the apparel side, where gear is segmented by weather conditions, gender, and age. Like clubs, the number of colorways is limited and consistent across categories to allow golfers to put together several outfits for about the same price as two Peter Millar polos.

For US consumers accustomed to 312 different scents of deodorant, eleven-teen hundred TV channels, the Inesis approach likely feels a bit limited. It is – and that’s the point. The company believes most golfers are better served by a model that offers fewer choices while still meeting the performance needs of 90%+ of golfers – and for a fraction of the price. Inesis isn’t alone in this thinking.

MOVING ON

Among the various equipment storylines for 2020, the number of OEMs vying for attention from, let’s call them John and Jane 3-putt, (value-motivated, recreational golfers) is one of the more intriguing. Some, like Inesis, might argue this demographic has always been a focal point, and it was a conscious decision to leave the pocketbooks of gearheads to more prominent brands. Other OEMs are taking a different path, albeit to a similar destination.

We’re also moving forward in the age of critical consumerism, where a growing number of golfers want access to information to help support purchasing decisions. It’s why Yelp! generated nearly 1 Billion in revenue (2018), and sites like thewirecutter.com continue to increase in popularity. Theoretically, better information allows for more rational and objective decision making, though we know factors such as price, brand reputation, and accessibility all muddy the proverbial waters.

Decathlon isn’t a household name in the US just yet, but with 1500+ stores and a footprint in 55 countries, that might be changing. With two San Francisco Bay Area retail locations open already (and a third store slated to open this November), Decathlon isn’t shy about expanding and doing it quickly. The company believes people are more likely to purchase what they can see, feel, and try. And because its top brass understands the business opportunities present in the world’s largest golf market, Decathlon is likely to explore any number of creative avenues as a continued effort to differentiate its platform from the major OEMs.

The alacrity with which this all happens will no doubt be impacted by how readily North American consumers grasp that the difference between a $200 driver and $500 one isn’t just $300 – it’s actually much less.

 

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Chris Nickel

Chris Nickel

Chris Nickel

Chris is a self-diagnosed equipment and golf junkie with a penchant for top-shelf ice cream. When he's not coaching the local high school team, he's probably on the range or trying to keep up with his wife and seven beautiful daughters. Chris is based out of Fort Collins, CO and his neighbors believe long brown boxes are simply part of his porch decor. "Isn't it funny? The truth just sounds different."

Chris Nickel

Chris Nickel

Chris Nickel

Chris Nickel

Chris Nickel

Chris Nickel

Driver PING G410 LST Fairway Cobra SZ
Hybrids PXG (17°) Irons Mizuno MP 20
Wedges Vokey SM8 (50F - 56D - 60L) Putter Whatever floats
Ball Titliest Pro V1x
Chris Nickel

Chris Nickel

Chris Nickel





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      Renaud

      4 years ago

      “My hunch is this might provide a bit of hurdle in North America where consumers often require incentives to fill out surveys, whereas European buyers are more inclined to do it out of a sense of duty/obligation to the company.”
      => The key with Decathlon is you usually see direct result of your feedback: That’s the incentive! Also the great customer support incentive you to use it.
      Either you put a negative feedback following a negative experience you had with one of their products and in most cases you will have an exchange, a refund or at bare minimum a detailed explanation.
      Or you might put a positive feedback when finding a product exceeding your initial expectation and want to share the tip with the community.
      I have been in both situation (being French, I am a regular decathlon customer).

      Reply

      OMFS88

      4 years ago

      Circled back here after listening to the most recent podcast and checked out Decathlon’s site.

      Love to see how the “experience level dictates which products you might find most useful” approach isn’t just for their golf offerings. Running shoes were the same. How often you run, what your goals while running are drive the search engine. I’m so used to the “what are you willing to spend” model that I am genuinely excited for them to open some US shops.

      Reply

      T McKinnon

      4 years ago

      Yep, golf is mostly mental. Most think that you can buy a better game. Example, while waiting for my new set of mizuno’s, I went out and played a game/round with 30+ year old “Pinseeker” irons (no idea what kind of steel shafts were in the these irons). I scored just a couple of strokes over par (75). With a little practice with these old irons, I am confident I could get to under-par in a couple more rounds.. Yep, pretty stupid! Spending $2,000. for new irons when a $25. set plays just as well. The Pinseeker irons are the best value! But, the new mizuno’s make me “feel” so much better! It’s mostly mental!!!!

      Reply

      Kenny k

      4 years ago

      Great read! Would you cover and test their new products? The inesis 500

      Reply

      Chris Nickel

      4 years ago

      Kenny – Absolutely we will – 2020 should be a great year for golfers who are willing to look beyond the “Big 5” and it’s quite likely the 500 series will factor into a lot of those conversations.

      Reply

      Deadeye

      4 years ago

      If you can light your cigars with hundred dollar bills, then feel free to pay $539 for a new driver. If you also believe that new driver will hit longer and straighter enough to make a significant reduction in your score then you have indeed “drunk the Cool Ade” I stopped by my local First Tee last week and picked up a barely used Ping K15 driver for a $50 dollar donation. Nine year old technology but an excellent club. My irons are Maltby and as good as any that cost four times as much. You can’t buy a game was never more true than now.

      Reply

      RGD

      4 years ago

      I’m glad you mentioned Sub 70 in your reply, I recently bought a three wood from them and put it up against my Callaway Epic Flash three wood at half the cost of the Epic, and the resulting performance, Well let me put it this way the Sub 70 is in my bag.

      Reply

      Chris Nickel

      4 years ago

      No doubt, Sub70 makes a great product and will certainly be one of the names you hear again as we continue to discuss this segment of the market.

      Reply

      RGD

      4 years ago

      Chris, I have to thank you and MGS for my Sub 70 as it was one of your articles that led me to the company.

      jason

      4 years ago

      Great read! I just ordered a pair of shoes and windbreaker. Excited to see the quality of the products.

      Reply

      Chris Nickel

      4 years ago

      Let us know how you like them!

      Reply

      Gerald Teigrob

      4 years ago

      I think what it boils down to is whether we’re willing to pay a little more for the name or not. Having moved up from Adams Golf to Cobra Golf, you get what you pay for. I would rather play irons that reflect my game over Wal=Mart priced clubs. At what point are they sacrificing affordability for quality?

      Reply

      Richard Lobb

      4 years ago

      Decathlon are a great company as a resident of France for the summer months lucky me, we have an annual visit to our local store, it is like a candy store for sports enthusiasts.
      We have to allow at least an hour just to browse all the new lines and shift thought the discount racks.
      They do cross boundaries and their R and D allows you mix and match. These days my wife and l just golf and walk and we have both covered not just by those ranges.
      Our local club have sourced their team shirts, with logo on at a fraction of the price of the named brands, new kit every season.
      They have it right from beach to mountain all is covered.
      If in Uk or France give them a visit you amazed.
      The big boys need to sit up and take note.

      Reply

      DonR.

      4 years ago

      Another name that crops up is Thomas Golf. Their prices seem to be in the “realistic” bracket. Are they worth a look Chris?

      Cheers.

      Reply

      Chris Nickel

      4 years ago

      Don – Thanks for the question. I haven’t had the opportunity to try anything from Thomas Golf and can’t give you a qualified opinion. That said, I do think this will be a prominent storyline in 2020 and we’ll keep you posted on what we find regarding OEMs in this space.

      Reply

      Nick Aquilino

      4 years ago

      Nice article but the light tan font is much harder to read particularly against a tan background.. These articles should not be an eye test…………..

      Reply

      Thaddeus T

      4 years ago

      You get what you pay for. The Ben Hogan and Tour Edge are the best examples of equipment companies that provide alternative lower cost solutions for golf equipment.

      The Vice golf ball is the best example of a lower cost alternative to Titleist and Callaway premium golf balls. Kirkland was in the same league until their latest offering.

      Reply

      Emery

      4 years ago

      I agree, as I am gaming Hogan FtWorth15’s! I have found PING bags & driver/woods to be worth the money although I stuck with the G400 series…it’s REALLY HARD to make a big improvement over the G400 drivers & woods. Too many adjustments and not enough “fittings” can hurt some folks.

      Reply

      rob

      4 years ago

      Hate to say it but your review read like a commercial for these people. Lost me there.

      Reply

      HDTVMAN

      4 years ago

      Yes, prices are out-of-sight, but after going thru Callaway, Ping, TaylorMade, and Titleist, I understand why the products cost what they do. However, a friend just bought the Tommy Armour TA-1 irons with Recoil’s for under $400, and they are the real deal! I’ve also tried the Tommy Armour #3 putter at Dick’s…made 10/12 from 15’…I’m sold! You don’t have to pay $3000 for a bag of very good clubs if you look hard enough.

      Reply

      NH Golfer

      4 years ago

      Good luck to them. The “U.S.” model is not broken. Right now higher prices are winning. A great selling $299-$399 driver is soon to come by a major company and it will turn the industry on its ear. Supply and demand. Oh and…have you heard of Tour Edge? I think they are still in business.

      Reply

      Chris Nickel

      4 years ago

      No one is suggesting the model is broken but the way in which the current model asks beginners to try and purchase equipment is, at best, confusing. Inesis has a different approach which objectively makes an awful lot of sense.

      Also, a byproduct of “winning” prices is an opportunity for brands at other price points. I would think Tour Edge will do very well in this category, but there will be a variety of suitors – Sub70, New Level, Tommy Armour to name a few.

      Reply

      steve

      4 years ago

      i think they would need demo days at courses to get att.

      Reply

      Plumbob

      4 years ago

      Balls – A real surprise. I was recently playing a round when I found an Inesis golf ball, someone else had lost. A few holes later I put it in play and could not believe how soft it felt and how far the ball went. I had never heard of the brand, but when asking about back in the clubhouse , I was told it’s cheap French ball sold by Decathalon. This put me off, but I used the ball again the following week and it was still as good as the first time I used it.. I have put many balls in play from ProV’s,, Snell, TP, Muzino, Calloway, the usual suspects. But never have had such a feel from a ball, it really felt fantastic. While I haven’t gone out to buy any yet.(cupboard full of balls at home) it’s been on my mind and now with this article. I will head out and buy a box and properly test them. My swing speed for driver is in the low 90’s..

      Reply

      Edwin

      4 years ago

      Totally agree! Thanks to the MGS balls review, I went out and got a box of Tour 900. right after reading it. Eye-Opening Review! Nvr though of the Inesis before reading and it literally the ball for me. Indoor and outdoor tests confirms it. Btw, a box of new Tour 900 is going for $36 in Singapore and ProV1 go for twice that amount.

      Reply

      MyGolfSpy

      4 years ago

      Love to hear this!

      Bob

      4 years ago

      Wake me when you do an article about an up and coming company that’s offering clubs for left-handers. Till then, more than happy with my Mizunos.

      Reply

      Steve S

      4 years ago

      Read the article. They offer all their clubs for right and left handers.

      Reply

      SV677

      4 years ago

      Yes, the article says they offer their clubs in right and left-handed models, but that is not the case. In checking the website they only offer a set left-handed that consists of a driver, 4 hybrid, 6 iron, 8 iron, pitching wedge, sand wedge and putter. Being left-handed I was curious and checked each category.

      Chris Nickel

      4 years ago

      Bob – moving forward my understanding is all clubs will be offered in both RH and LH.

      Reply

      Bob

      4 years ago

      Appreciate for the follow-up, Chris. Good luck to Inesis.

      Steve, yes, before reading the entire article, I went to the site to see what was offered in LH. Too many times, I’d read about something up-and-coming in golf, only to find it doesn’t cater to me.

      And yes, I get the economics of it all.

      Vern

      4 years ago

      As always Chris, a very well thought out article. I will look up Inesis and see what they have to offer.. Great job again!

      Reply

      Steve S

      4 years ago

      I love the approach. As an engineer who spent a large part of my career analyzing costs, I’ve always thought most golf equipment was over priced. A few years ago a supply chain guy and I evaluated the Taylormade Burner drivers and came to the conclusion that with our contacts in China, India, Viet Nam and Mexico we could build them for about $80 MLO and $95 MLO if we assembled them in the US.

      Reply

      Ronald white

      4 years ago

      Sounds very interesting, please e-mail more info as it becomes available,(ie) new stores, I live on the east coast, new products and how to access all of the products
      Thankyou

      Reply

      chris

      4 years ago

      That’s great for the beginner. But nothing on the website even closely resembles anything that would see my bag.

      Reply

      Chris Nickel

      4 years ago

      Patience my friend. We got to see some of what’s in store for 2020 and it’s clear Inesis is making a play for the true intermediate golfer (and possibly even a nibble for single-digit players)

      Reply

      Chris

      4 years ago

      Sure anything is possible…They would be looking to get into an incredibly competitive market. .Look at bombtech for instance..somewhat successful here in the states and yes i’ve hit them. they’re garbage. but they are cheap. For my money though….I’m buying a preowned set from any major manufacturer before these even come close to showing up on my radar.

      Chris Nickel

      4 years ago

      Chris – It isn’t a conversation of what’s possible. What I’m trying to tell you is in 2020 Inesis is slated to release some equipment that targets the meat of the bell curve. Now whether that part of the market is “too competitive” remains to be seen and ultimately, the consumer will decide whether or not that’s the case.

      Reply

      KM

      4 years ago

      Do they have those brush tees?

      Reply

      Michael

      4 years ago

      Hi KM,

      I’m the manager of the golf brand for Decathlon USA. Unfortunately, we do not carry brush tees at the moment. However, we love hearing customer feedback and using it to improve our product offer every year. Feel free to drop a message to me at [email protected] if you have any other suggestions!

      Reply

      Bill Ryan??

      4 years ago

      Dare I say it the totally outdated US business model is on its deathbed. And hopefully North America wakes up soon. The Donny trump way of being must exit FAST or be left in ruin The European model is the future of a more fair system. Hope I live to see it Bill Ryan

      Reply

      chris

      4 years ago

      There’s always one in the group to bring up politics when its not pertinent. Here’s to You and the rest of the Dems in CA floating out into the ocean #THEBIGONE

      Reply

      Lloyd

      4 years ago

      Thanks for making this a political discussion instead of one about golf. We don’t enough of that diatribe around here. And, slamming the US is always fun. Hope you enjoyed it.

      Reply

      Mike

      4 years ago

      WTF, can’t you US-haters comment ANYWHERE w/o keeping your personal feelings out of it.??? Go sign on Quora & comment there to your heart’s delight.

      Reply

      Regis

      4 years ago

      Right. Just like the Euro tour will displace the PGA tour.. Prediction Despite the Euros bending over backwards to keep him, Rory will abandon the Euro Tour for good and become a full time PGA Tour regular just about the same time President Trump is sworn in for his second term.

      Reply

      Caroline

      4 years ago

      Have purchased a few items from this company, all were fine….I am a firm believer at least half the fun of golf is playing what you want and can afford. Golf is hard but hitting a Ping driver into the lake somehow is FUN compared to hitting a no name driver into the same lake….. Oh and the other 50% of the fun of golf is making the tee time.

      Reply

      L. John Miller

      4 years ago

      Few reviews make you want to emulate in your business what you have described….but they owe you…and maybe us, them.

      Reply

      Peter Jackson

      4 years ago

      Following a mygolfspy review of summer golf shoes, I bought a pair of Inesis golfshoes. They came second to an Adidas shoe but half the price.
      I would confirm mygolfspy verdict; not the most stylish but super fit and extremely comfortable with excellent grip

      Reply

      Chris

      4 years ago

      Just what the world needs, ANOTHER manufacturer in an already saturated market. Budget clubs are VERY easy to come by in the USA. There are some great manufacturers like AFO golf and Maltby, hell, even the Tommy Armour name that was just bought by Dick’s and Golf Galaxy. The problem is that Americans generally don’t want these clubs, regardless of the performance – they want resale value. They want their money back – the kicker is that the resale value of most clubs is in the toilet anyway.

      Checking out their videos – Inesis marketing seems pretty much the same as the OEMs – misnformation and lack of workable performance knowledge, but it looks cool. Status quo, just diluting the market for the people who actually want a value club that can perform.

      Reply

      Chris Nickel

      4 years ago

      Time will tell whether there are too many options for consumers in this space, but I don’t think we’ll get that answer in the next year. If the opportunity is as large as some OEMs believe it to be, this segment is anything but saturated.

      I guess it’s possible that “Americans want resale value” but I have to say that in talking with a number of fitters, this isn’t a question that comes up very often – if at all. I mean consider that even the darling driver of 2019 will lose at least 65%-70% of its value by the time we get into Q4. People that invest in relatively inexpensive assets that depreciate this quickly either aren’t thinking or are being sold a bill of goods.

      Reply

      shortside

      4 years ago

      On resale value you are exactly right. Sans finding a late model used set/club in mint condition at a crazy good price.. If you buy new at release date pricing you’re going to take a bath on it.

      Would you rather lose $2-3 hundred or $500 and more?

      Clearly silly American’s prefer the latter.

      Reply

      Mark M

      4 years ago

      I’m sorry Chris, but only some of the hard core golf aficionados/nerds/geeks/etc that hang out on sites like this (yes I’m one) even contemplate resale value when buying clubs.

      Reply

      Chris Nickel

      4 years ago

      Mark – I can certainly understand where you’re coming from and while I’m equally certain there are more hard core golf nerds/geeks, etc out there who consider resale value, my assertion is that it really isn’t something that makes sense to factor into a purchasing decision.

      For example, let’s say you dropped $550 give or take on a new driver this year and now you look up the trade-in value to get an idea of what it might be worth. Best case scenario is you net $200-$220. Then compare that to the trade in on a driver that cost $400, which doesn’t hold it’s value as well and you’re going to get closer to $100.

      So basically, you’re talking a range of $150 max in resale difference, if you sell it at the end of a year and you’re losing $300 from the initial purchase price either way. Just seems of all the things somone should be factoring in to a purchasing decision, resale should be at the very bottom of the list, if it’s on the list at all.

      JasonA

      4 years ago

      Super insights, thanks. I have various pieces of Decathlon gear and have consistently found it “stupid good” for the money. Clearly durable and well fit for purpose it out lasts out performs expectations. I thought just because Decathlon was big, but the process must be a factor.

      Reply

      Chuck D

      4 years ago

      At the end of the day everyone is looking for a niche, with it’s these guys, Oncore, Tour edge, Drive shack, Snell, PXG, etc.

      And don’t be fooled, if they could implement the Titleist Model, they would.

      Reply

      McaseyM

      4 years ago

      Great write up Chris! Looking forward to learning more about them and their gear.

      Reply

      Dave

      3 years ago

      Many thanks for the article. I have a Decathlon store 2 miles from my place in Ottawa,Canada and have been in several times but did not know they sold golf equipment(it is a big store :))I will definitely be ordering some golf balls.

      Reply

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