Drivers
(Under £100)
MacGregor (Expect to pay: £50-£60).
It's an indication of the improved technology that a customer can walk into a golf store these days and get an oversized driver with graphite shafts for such a price. "To be honest, most people are looking for graphite shafts in their driver these days," says O'Kelly. "Everyone wants a bit more distance off the tee, and the size of the head makes this club particularly forgiving. This is especially popular with players with a handicap of 12 and over." The driver comes in four lofts (eight degrees, nine degrees, 10 degrees and 11 degrees) and includes shallower faces for higher trajectory and added confidence.
(Under £200)
Callaway Steelhead (Expect to pay: £190).
IN the first five months of these clubs going on the market, more than 500,000 of them were sold worldwide. "The most forgiving stainless steel metal woods Callaway Golf has ever made," state the manufacturers. And O'Kelly agrees that this image has come across to the buying public. "It is leading edge technology, and people come into the store intent on buying them," he says. "The marketing seems to work, and customers are happy with what they are getting. We don't get many second hand, and if we do, they go very quickly."
(Over £200)
Orlimar Trimetal (Expect to pay: £250-£275).
"WHERE Tradition Meets Technology" is the advertising rhetoric and, certainly, this driver has set new standards in using three different metals in the clubhead. The face is made of vacuum brazed "alphax" maraging metal which is almost twice as hard as titanium (for maximum ball compression and distance), while copper tungsten weights (heavier than lead) are set in the sole plate to produce an extremely low centre of gravity and the shell is made of 17-4 stainless steel.
Fairway Woods
(Under £100)
MacGregor (Expect to pay: £60)
THERE is a tendency for most players to use the same fairway woods as driver, and in this sector of the market that is what has happened this past summer. The MacGregor fairway woods - like the driver - are considered forgiving and feature low centres of gravity and have a low-drag rail sole to enhance playability from poor lies. The clubs also come with a superlight graphite shaft (62 grams) which are available in two flex options, stiff and regular. "Designed to hit longer, straighter shots with more consistency," state the manufacturers.
(Under £200)
Adams Tight Lies (Expect to pay: £170).
WHEN these clubs were launched in the United States in 1997, they were named "Breakthrough Product of the Year." Last year, they were that country's number one selling fairway wood (source: Golf Market Research Institute). In Ireland, it took a little longer for the breakthrough but this summer has witnessed an increasing number of sales. "Strong marketing and an innovative design," suggest O'Kelly as the reasons for their popularity here. With its unique "upside-down" shallow-faced design, the club is acknowledged as benefiting most golfers in executing the long approach shot to the greens. They are available all the way down to a 9-wood.
(Over £200)
Cleveland Quadpro (Expect to pay: £230).
THERE was a time when this club manufacturer was simply considered a "wedge company." But not any more. Cleveland extended their market into the top end of the woods sector and the Quadpro has been pretty successful for them. "A big seller," remarks O'Kelly of the impact which the fairway woods, which are similar in style to Orlimar although the face is not as shallow, have made in Ireland since their introduction.
Irons
(Under £350)
MacGregor Ironmaster (Expect to pay: £300)
"FOR someone switching from older clubs to more modern ones, then I'd say they can expect to lose three shots in handicap straight away with these," is the vote of confidence given by O'Kelly to the Ironmaster range. With a reputation for producing good irons, this MacGregor product features oversize cavity back irons with light steel shafts and are regarded as "very forgiving and easy to swing."
(Under £600)
Mizuno T-Zoid Pro (Expect to pay: £550)
THE choice of many low handicap players, and a lot of tour professionals. "I'd consider them suitable for the six-handicapper down," is O'Kelly's verdict, adding: "A lot of golfers come in looking specifically for these clubs. They've an extremely good reputation." The T-Zoid Pro has Mizuno's unique "Grain Flowing Forging" technology to offer the game improvement advantages of a modified cavity back, oversized head design and a larger sweet spot in a forged iron. The lightweight shaft consists of True Temper Gold Plus with Sensicore which dampens vibration for better feel, consistency and accuracy.
(Over £600)
Arnold Palmer Titanium (Expect to pay: £999).
Sheer luxury in a golf club, according to O'Kelly. Time was when few players would, or could, fork out so much money for a set of irons. Increased prosperity, however, has changed the way many people think and, although new on the market this year, these clubs have proven surprisingly popular. "We've a demo set, and anyone who has taken them out have returned to buy their own set," insists O'Kelly. "It's the type of club that will suit anybody from 18 handicap down." The clubs have a dualstep graphite shafts (basically a double bubble) with a patented hosel to keep the clubhead steady at impact.
LOB WEDGES
(Under £100)
Mizuno T-Zoid (Expect to pay: £60).
THE 60 degree lob wedge maintains the reputation of the Mizuno fairway irons. "They have the soft feel of the forged head and a classic design," says O'Kelly. The V-Groove wedges are designed for versatile shotmaking, giving optimum spin control, and the hand cambered leading edge prevents turf drag.
(Over £100)
Cleveland (Expect to pay: Up to £170).
THE king of wedges, at least that's the reputation that the marketing people have successfully nurtured for this club. "They were certainly the trendsetters," admits O'Kelly, and the 60 degree lob wedge - designed for very tight lies and rough - is a club that is creeping into more and more bags in this country too.
Putters
(Under £50)
Mizuno 08 Series (Expect to pay: £30)
THIS is a putter which comes in standard and mallet variations. With eight different types, it is also a putter that offers the consumer (whether a male or female player) a choice that best suits their game. "It is popular for a number of reasons: price, balance and quality," says O'Kelly. "Invariably, the purchaser is satisfied with what they are getting." A number of the designs are aimed principally at women players and, although the putters are 35 inches long, the models made for the female market are available in 33 and 34 inch designs.
(Over £50)
Odyssey (Expect to pay: £85-£100).
ONE reason for the success of the Odyssey putter, according to O'Kelly, is the well-orchestrated marketing campaign conducted by the company. "Players come in looking for an Odyssey, and that is all they want," he says. And, certainly, the figures (source: Darrell Survey Company) back up that assessment with the brand topping the putting statistics on the US Tour, European Tour, US LPGA Tour, US Seniors Tour and Nike Tour. The survey (August 22nd) showed that 31.5 per cent of all professionals on these circuits used an Odyssey putter.
