Mizuno has reported record custom fit sales across its EMEA Golf operation for the financial year ending March 2017.
With over 50 days still remaining until the financial year-end, Mizuno has already surpassed it’s previous best performance for custom sales (FY 2010) for both units sold and margin sales.
“These continue to be very exciting times for the Mizuno brand,” said Rob Jackson, Head of Golf EMEA. “To have beaten our previous record custom sales year by the beginning of January is quite staggering. With every day until the end of March adding to that record, it goes to show what can be achieved with great product and when all elements of the marketing mix come together.”
Following record MP-iron sales this time last year for the MP-25 irons, MP-5 irons and S5 wedges, it has now been the turn of the new JPX900 irons, along with ever-stronger custom demand to spark yet more record sales figures this financial year. Reaction to the three new JPX900 iron models have seen Mizuno’s EMEA (European, Middle East and African) Golf operation deliver new Custom Fit sales records every month since the JPX900 launch (five months in a row).
The brand restructured its EMEA golf operation in October 2015, with Rob Jackson assuming the role of Head of Golf for Mizuno Golf EMEA. At the time, Jackson welcomed the moved as a huge opportunity to simplify internal processes and integrate sales and marketing plans across the whole of EMEA. That restructuring has been reaping dividends for Mizuno ever since, with the JPX900 irons the latest in a series of record-breaking success stories for the brand.
Autumn 2016 also saw a total overhaul of the software and data that drives Mizuno’s industry-leading Swing DNA custom-fit software. Based on five years of studying Swing DNA and individual shaft characteristics, the new software has added a level of accuracy and transparency that has blown even Mizuno’s fitters away. A new EI shaft profiling feature allows fitters to pinpoint recommendations with even greater accuracy, with testers now able to see every available shaft prioritised and ranked in order of suitability for their swing, based on how close each performs relative to the EI curve.
“We are investing very heavily in both product development and our custom-fitting operations, so it’s extremely gratifying to see those investments bearing much fruit,” added Jackson. “The JPX900 iron series is a great story, with three different models to suit all types of player, and it seems this all-encompassing strategy has really struck a chord among golfers. We look forward to further sales success across the EMEA region when the new JPX900 drivers, fairway woods and hybrids join the line-up in February 2017.”
For more information on the JPX900 iron series, Swing DNA and Mizuno’s full range of golf equipment, apparel and accessories visit: golf.mizunoeurope.com.