There was a time when Ford and General Motors focused more on duking it out over automotive supremacy, and less on the customers buying their cars. This abandonment of the consumer created an opportunity for Toyota to swoop in and steal profits with an entirely different approach.
We may be entering a similar dynamic in the accessory/rangefinder space where industry stalwarts Bushnell and Leupold are in danger of repeating history rather than learning from it. Because the two companies have enjoyed a virtual duopoly in the marketplace, neither has needed to concern itself with value pricing. As long as each keeps its sticker price close to the other, everybody – except the consumer – wins. And without a viable consumer-focused competitor, customer service has become a hit or miss proposition at best.
The Alternative
Precision Pro, started by co-founders Clay Hood and Jonah Mytro, aims to disrupt the market by giving golfers a reasonably priced rangefinder with all the requisite features, sans the bloated price.
The company officially launched four years ago in May 2014, but truthfully the concept had been in the works for some time. Working his way up the golf professional ranks, Hood routinely dealt with warranty requests and came to the realization that, at some point, the consumer always gets the short end of the proverbial stick. Hood felt that this erosion of basic customer care was becoming all too frequent, so he decided to take a shot at doing things better. While he wasn’t positive he could make a better rangefinder; he was entirely confident he could provide better aftercare for golfers who chose to spend hard-earned money on his products.
Before long, Hood and Mytro developed a $199 product which, while not the technological equal of market leaders, was long on value. Through little more than cold calls and optimism, they pre-sold 300 units.
Four generations and four years later, Precision Pro has gross revenues in the mid-seven figures and shows no signs of slowing down. Year-over-year growth in the triple digits has been the norm for the company, which suggests consumers might be ready for a change.
By market share metrics alone, Precision Pro isn’t going to garner much attention, but such analysis fails to fully recognize the brand’s place in the market. Chiefly, that Precision Pro offers real technology. Precision Pro isn’t peddling some grey market Chinese knock-off. It’s a bona fide rangefinder option which seeks to capitalize on the shortcomings of the industry’s two heavyweights.
The Precision Pro Product
Value can be thought of as the performance a consumer receives per dollar spent. It’s within that context that the Precision Pro Nexus ($149) received our Editor’s Choice as part of the 2017 Rangefinder Buyer’s Guide. While it is larger and slightly slower than some competitors, at the given price point, it’s a no-brainer value proposition. Admittedly, the optics and overall functionality aren’t on par (ugh, bad pun) with premium priced models from Bushnell and Leupold but, as it is in other areas, the technology gap is closing. According to Hood, “The current NXPro is closer, and by 2019 it will be really close.”
Bushnell empirically makes a more complete product. For that matter, so does Leupold. However, the most significant difference between comparable products is the price, not the performance.
The Precision Pro Nexus ($149), Bushnell Tour V4 ($299) and Leupold GX-1i ($389) sit in the same class. The Nexus has greater magnification (6X) than the Tour V4 (5X) and is accurate to 1/10 of a yard, whereas the V4 is accurate +/- 1 yard. The GX-1i measures in ½ yard increments. All three models utilize a target lock or pin-seeking technology but do not offer slope measurements.
Comparing more advanced models, the story repeats with the Precision Pro NX7 Pro ($249), Bushnell Tour V4 Shift ($399) and Leupold GX-2i ($429). For the more price conscious consumer, it can be argued that neither of the higher priced models offers a performance benefit commensurate with the 60%-70% jump in price.
The Precision Pro Advantage
One could posit any differences in quality and performance matter less than the total customer experience, so long as the lesser product offers sufficient quality and comparable features.
On some level, it’s reasonable to ask, “What does an avid golfer absolutely need out a rangefinder?” Clear optics and accurate yardages are a must. Features which ensure distances are based on the flagstick and not some patch of shrubbery in the distance are no doubt helpful, and the ability to factor in slope is something golfers have come to expect from any company’s premium model. Beyond that, my hunch is that many consumers would be willing to give up a couple of bells and whistles to buy from a company where people answer the phone, warranty requests are handled in days instead of months, and your current model is always good for 30% off a newer one.
Creating an experience where the consumer feels valued takes effort. It’s as much in the tone of the message as it is in the language of the guarantees. Maybe it’s because “first and foremost, we’re golfers,” says Hood. “We’re not so much a rangefinder company as we are a golf improvement company. We want to see people play better.”
Now that Hood and Mytro are business owners, sustained growth and profitability will always be a concern, but don’t expect Precision Pro to start jacking up prices just to see how much people will pay. Having a viable product in the $200 range is sacrosanct. This is, and will likely remain, the core of Precision Pro’s business. Come hell or high water, Hood would much rather build a reputation based on how he takes care of consumers on the backend rather than how many units he sells on the frontend.
In the absence of competition, companies can pay as much or as little attention to the customer experience as they choose. But give consumers an alternative, and one never knows what will happen.
For additional product information, visit the Precision Pro’s website.
AZstu324
3 years agoI’ve been using the Precision Pro original for about 2 years now. Bought it off of OfferUp practically new for $65. Even for the MSRP price and what you get out of it there really isn’t a better range finder for the $. Sure it’s got its flaws but those are easily overlooked when comparing performance/dollar spent. I’m still on the original pair of batteries too. At $65 the ROI was instant. Paired with the the sky droid GPS app (or other GPS), there’s never an excuse to not know distances. When the time is right, I’ll definitely be buying the NX7 Pro next over other brands.
El
3 years agoMy 10 year old Bushnell is as accurate as any of my friends’ expensive models, and will not die. When / if it does, it will be replaced by a Tec Tec Tec or Nexus. Best golf investment I ever made. Can’t imagine playing without a rangefinder.
Dave S
3 years agoSo it doesn’t have slope functionality then? That alone should be worth the upgrade. Super helpful feature.
Albert
3 years agoIt might be worth to note that the slope function is not allowed in competition play.
Drew
3 years agoMy 10 year old Bushnell with slope is still going strong as well. The only thing I hate is having to replace the battery at least once per season and with no warning.
HardcoreLooper
3 years agoSame here. I keep a spare battery in my bag.
Charles Keller
3 years agoTec-Tec-Tec, it’s all you need. Rock solid accurate. $180 with slope on Amazon. Oh, and the customer service is excellent.
Benno
3 years agoI’ve been gaming a Precision Pro NX7 for a year-or-so now, can’t fault it’s performance especially for the price.
Liang
3 years agoI have the Nexus pro. No major issues and works pretty well. In short I’m quite happy with it.
However there is one hole in my club where I’ve had some issues picking up the flag.
This is when the pin is on a hill with nothing behind but the sky (I.e. you’re looking up wards) Added to this is the sun glare directly behind the pin.
I’m curious to know if this is common with most rangefinders or unique to the Nexus.
Bob
3 years agoI have an older Bushnell rangefinder which works great, but it does have problems with sun glare. If I am in a position where the sun is low on the horizon and near my line of sight, I usually cannot get a reading.
Dave
3 years agoHave one real good for the price .
Luke
3 years agoBecause you don’t like change most likely because you don’t how to use a range finder does not mean we are sissies. I don’t play one course I play many so it helps with yardage points and club selections I’m not a hack on the course so using tools that are legal is a smart move stubborn people are left in the dust
One Day At A Time
3 years agoIf you want to know what the best (golf xyz) is, especially when it falls into this category, call the busiest muni you know and ask if they have it in their lost and found. I have Leupolds, one Bushnell, and never a Tec-Tec-Tec. Similarly, I have Scotty’s, but no EVNROLLS.
MattF
3 years agoThat’s not the best, it’s just what the best sellers are…vast difference.
Scottie
3 years agoPart of the question for me is are range finders loosing value? I have a mid priced range finder. I’ve also downloaded an app called The Grint. Throughout the year I began to use the app more and more and the range finder less. I played my last 5 rounds without the range finder entirely.
Chris Nickel
3 years agoI think this is largely player dependent. That said, it used to be that rangefinders were the best (and pretty much only) option. Then we added some basic GPS systems and now we have an abundance of options. So, I’m not sure that rangefinders are loosing value, particularly for the segment who enjoys the “point-shoot” ease of use. But to your point, it would be interesting to see what product, if any, former rangefinder users moved on to.
Alex
3 years agoI’d be interested in seeing a comparison of GPS (handheld, watch, phone based app) and range finder (slope and no slope) to see what the differences are. And if there is any organization to pull this off its MGS. Hope something like this is done so consumers know where the best bang for buck is.
Personally, I have used a watch (Garmin Vivoactive and it seemed to be off 7-10 yards on every hole). Now I am using Hole 19 app which is $40 for 6 months of premium service and it seems to be very accurate and i like tracking my stats with it too.
Mike
3 years agoI am the reverse. I’ve used Golf Pad GPS paired with a smart watch to show me distance to front, middle, and back of the green every round for the last 3 seasons and have tracked over 13,000 shots with it. This season, I put in play a rangefinder for the first time for a couple of reasons.
One, the readings are to specific spots for front, middle, back. If I slice my drive and now am 30 yards right of the fairway, the readings are still to those same spots, not the front of the green on my direct line. That difference can sometimes be a whole club.
Second, I use the app so I can track my score and how far I am hitting each club. Great for breaking down the round when reviewing after, however, I want precision to the pin so I can make a more informed shot selection and club choice. If the green is a plateau and the front is 110 out on the watch, and then pin is 115 out measured, then I know I don’t have wiggle room there so I better aim for the middle of the green. but it its 110 to the front and the pin is 125, then I know i can take my chances attacking the pin and still staying on the green.
Mike
3 years agoOh, I also use it to laser people on the fairway in front of me. Too many times I used to think, they are still in range, better wait for them to move, but now If I laser them and see they are 280 out, I know at best, I might roll one into them one 1 out of 10, but I have 0 chance of carrying it that far, so I am good to hit.
mackdaddy
3 years agoLooks good and the price is right.
Joe Loukota
3 years agoIs there a ‘Most Wanted Rangefinder’ coming soon? A screenshot of optics quality would be nice.
JOnah Mytro
3 years agoYou can view the optics display on our website at the links below:
NX7
https://www.precisionprogolf.com/products/nx7-rangefinder
NX7 PRO
https://www.precisionprogolf.com/products/nx7-pro-rangefinder
Thanks
david leney
3 years agoI have a Tec Tec Tec rangefinder with optional slope. Used it for two years. Got it for around $150. Best golf investment I’ve made. I don’t understand why anyone would spend $200-$300 additional for Bushnell or Leupold just to have the vibration lock on feature.
Bobtrumpet
3 years agoI have a ScoreBand VIBE range finder, with flag lock vibration, that I paid $160 for (with discount from another golf site) about a year and a half ago. It now runs for $179. Works great. No need to pay more for the vibration feature.
https://www.scoreband.net/products/scoreband-vibe
Johnny Penso
3 years agoI played one of the better local courses yesterday and the greens are huge. A couple of them are quite long and narrow, on the order of 40 yards I suspect. They use a Red/White/Blue flag system but what I think should be a blue is sometimes a white and what should be a red is sometimes a white. It’s easy enough to be off by a club using the flag and MyRoundPro for reference and getting up to the green after flushing a pretty iron shot and finding you are 30 feet from the flag but in line is quite disappointing. I’m thinking I’ll have to invest in one of these newfangled devices to help alleviate my disappointment…lol.
Marc
3 years agoI have the MG model that reads slope and I don’t trust the slope adjustment feature. It always varies from what the Bushnell says that one of my buddys has.
Golfer71909
3 years agoI have the MG one with slope reading and I really do not trust their slope adjustment. It seems to always vary from one of my guys Bushnell which seems more accurate.
Drew
3 years agoHmmm…are you and Marc the same person?????
Benseattle
3 years agoOf course it’s good to highlight smaller companies that offer products whose prices don’t include the massive marketing costs of the big boys (Rickie ain’t doing those ads for free, you know.) Also worth mentioning is the company Tech Tech Tech whose affordable rangefinders earn high revocation Amazon.
CTR
3 years agojust ordered the pro last night…$20 off from mygolfspy and a $30 mail in rebate! Couldn’t pull the trigger on the Bushnell for nearly twice the price…Will see how it compares, since several of the members at my club have the Bushnell
steve s
3 years agoI have a TecTecTec rangefinder that was given to me as a gift in April 2015. It has the slope feature. It was about $129 3 years ago. I think the current equivalent model is $149. I’ve replaced the battery once in three years. I play approx. 75-100 rounds a year. It’s always within a yard of my playing partners rangefinders, all of which are name brand expensive models.
JP
3 years agoFor $199, I would buy the Leupold Pincaddie 2 that comes with a 5 year warranty.
Chris Nickel
3 years agoYet, that’s exactly where consumers are starting to become quite frustrated. A warranty is only as good as the OEM’s ability to service and honor it. But to each their own…
Tim D
3 years agoI had an older range finder and could never get a consistent reading from it (operator error I’m sure). I replaced it with a Golf Buddy (<$100). While it isn't a true "range finder", I find it works better and faster then the range finders I have tried. It has all the courses preloaded and gets me measurements to the front, middle and back of the green in seconds.
Drew
3 years agoI’m trying to figure out the point of the article. Was there any testing doen between the three brands mentioned for accuracy? Just telling me something is cheaper is not good enough…what about an objective measurement test from various distances and report on accuracy and speed? Is that asking too much?
Jerry
3 years agoI was hoping to see what it looked like when you actually look through the rangefinder.
Chris Nickel
3 years agoDrew – Based on your comments, I have to believe you’re yet to review our “Buyer’s Guides” – Not too much to ask at all. We love doing them.
https://mygolfspy.com/the-best-laser-rangefinders-in-2017/
Kirby
3 years agoCost is the main reason I have elected to go with GPS and my go to yardage. For what I need, an all in one GPS service serves my needs perfectly, including stats etc. Until a ranger finder can be cost effective with slope it’s not worth my money. It’s great to hear a company focus on customer experience/service and provide a quality product.
Peter
3 years agoI get annoyed by companies who make a big deal about a product feature that’s not really a benefit.
Boasting that their resolution is +/- 1/10 of a yard is pretty silly. How many players are going to change their decision by knowing that their distance is 171.8 yards instead of 172?
It’s like asking someone what time it is, and being told “it’s 11:48:23”, when “about 10 minutes to noon” would have been sufficient.
Anyone who uses a rangefinder knows that the distance you get can vary slightly from one reading to the next, or from one user to the next. I worked a tournament once in which four people walked up to a par 3 tee at the same time, three with the same model Bushnell rangefinder. They each got a different reading, that varied among them by several yards (between 130 and 134 yards).
Given that, why is there any benefit to getting 1/10 of a yard “accuracy”?
David
3 years agoJust purchased the Saybien Rangefinder and love it. Retail $159 and it was $10 off through their site. Purchases are by Amazon. $149 for 1200 yards, X6, RECHARGEABLE battery, slope on or off, meters or yards. It locks onto the pin and gives the jolt/buzz very fast. I have had a Bushnell since the first one in 1996 which was analog. Every couple years it would break and I would get another.
I have already received 2 emails from Ross C. the owner and making sure I am happy with the purchase and hints on use. Having slope has really been nice playing on a mountainside course.
Drew
3 years agoA rechargeable battery is really nice. Can’t tell you how many times I pull out my older Bushnell (Tour V2) only to find that the battery died on me! How long does the charge last and is there a battery life indicator?
David
3 years agoDrew, it has been a week and still going strong. I play everyday too.
Steve
3 years agoI just ordered one from MG golf for 120 bucks with slope. I hope it doesn’t suck. Be nice to be able to take a couple different ones out and try them. Ill give it a shot got 60 days to return it. Has anyone used it. I will give my opinion if anyone wants it, after I get it. I’m still using one a Maxfli, I paid $50 for about ten years ago at Dicks sporting goods or sports authority on a black Friday deal. Poverty sucks……………………..
Ken
3 years agoI have had the MG gif rangefinder since late 2017. I bought it because I was tired of being ripped off by the big two. You can buy a large flat screen TV for what they are charging for a rangefinder. The MG is a good unit for the money.
Phillip
3 years agoI purchased an older MG rangefinder a couple of years ago and used it religiously. It doesn’t have the slope feature on it, but for $129 I figured why not give it a go. I’ve replaced the battery several times, and within the last 3 months I’ve pulled it from regular use, because the last two digits of the 3 digit optics don’t display fully anymore, and it’s not the battery, as I replaced it with a brand new battery and still didn’t get a good reading. So I caution against the MG rangefinder for this reason. My wife got me a Garmin Approach GPS watch for Christmas, and I’ve been using that regularly with great success. I still pull out the MG for a scramble when I need an exact number for the group, but on my own personal rounds the Garmin GPS is sufficient for my game. This article has me wondering if I should contact MG about the digital display breakdown, but for as cheap as they sell things, I’m not hopeful the reply will be beyond “go screw yourself.”
Alan
3 years agoI have a Scoreband Vibe SL600 with slope that I picked up last year for $180. It’s been very accurate and easy to use.
Andrew Han
3 years agoI know not the place, but can the next generation from whomever have image stabilizers with a flip out screen. Maybe these guys can do it and at a slightly higher price point.
Phillip
3 years agoI know MG Golf sells a rangefinder with the display on the side of the unit for $119.95, which would alleviate the shaky screen you are describing.
HDTVMAN
3 years agoBuying a rangefinder without slope is a waste of money. It should be the first feature offered.
Josh
3 years agoI guess I’ve just wasted my money then, cause both of my rangefinders (past and current) have been the standard model. I guess all that training myself how to judge how elevation affects my yardages is worthless too?
Jeff
3 years ago…except for those of us who play competition golf where having slope on a rangefinder against the rules.
Regis
3 years agoI’ve been playing a long time. Started
Gordon
3 years agoI can’t use one with the slope… automatic DQ for that.
But if just recreational use, sure, but forgetting to swap the faces off for even one hole can end my tourney early.
Doug
3 years agoThere may be a DQ for using the slope feature in a competition, but the day before when you play your practice round, you can find out how long that 160-yard, steeply uphill par 3 actually plays. Bet you can remember the next day when you are competing how far the slope feature indicated the pin was yesterday and how much to add or subtract based on yesterday’s pin vs. today’s. The slope feature is extremely helpful for the majority of rounds you will ever play, unless you ONLY play competitive rounds. And the newer ones don’t have faces to swap. Flip a switch (at least on the V4 Shift) and you are good to go, within the rules of most amateur events, except for those of the highest level or professional competitions.
JonD
3 years agoEvery time I try a friend’s range finder, it is a hit or miss proposition as to whether or not I can make it work. Regardless of the model. I have a devil of a time coming up with an accurate yardage measurement because I have a hard time keeping the darn thing still.
Is that getting any better?
Gordon Steen
3 years agoInteresting artical on Rangefinders but I’m surprised you don’t mention Nikons offering. Definitely have superior optics than Bushnell and it makes the vision so much clearer. Bushnell can often give the appearance of looking through the lense on a dull day.
Haven’t experienced the Nexus so can’t comment on it.
Jonah Mytro
3 years agoTry our NX7 or NEXUS rangefinder and you will be very impressed with our optics, design, and of course our PRECISION CARE package with our warranty and free battery replacement program.
Thanks
Jonah Mytro
Co-founder
Ernest Poirier
3 years agoI love hearing “David vs. Goliath” stories and try to support the small guys as much as possible.
But when it came time for me to shop for a range finder, I went to my local hunting outfit, and bought a $70 range finder that works great – for less than $100 !!!
Kim
3 years agoBought an NXP Pro last year after my Garmin died. I actually quitd liked the garmin so thouhgt i would likely go that route.
Garmin offered only 10% off only their highest end models so I read some reviews and looked through a buddies range finder to convince myself i would be ok. Effortless buying experience, prompt delivery, accurate standing next to others, easy to sight the target, slope. Use it all the time – especially at the range where a gps in no good. I have even taken it hunting for accurate readings in the woods. I have been very pleased and would recommend an NXP Pro to anyone looking for a great value rangefinder.
Neil Policow
3 years agoHave been working with them for several years now. Quality product and a great price.