Cleveland trade-in amasses 26,000 wedges

Cleveland Golf’s wedge trade-in promotion in 2013 saw the brand receive 26,000 discarded wedges

Cleveland Golf has confirmed to GOLF RETAILING that its wedge trade-in promotion for 2013 saw over 26,000 wedges traded in across Europe. The promotion, which ran from March through until the end of September, presented golfers with the opportunity to receive £25 or €30 off any new Cleveland Golf wedge when trading in an old one.

Cleveland Golf says the success of is its 588 RTX wedges resulted in it becoming the number one selling wedge in the UK in May. More recently, the 588 RTX was named ‘Wedge of the Year’ at the annual Foremost Golf Industry awards, voted for by suppliers and consumers from across the UK.

“The wedge promotion has been a spectacular success for our customers and has helped to deliver a record sales year for Cleveland Golf wedges,” says Leslie Hepsworth, President of Srixon Sports Europe, Cleveland Golf’s parent company. “We saw our UK brand share nearly treble during the promotion and Cleveland Golf became the number one wedge brand for four consecutive months, from May through till August.

“Our retailers really supported this promotion because they understood that Cleveland Golf had found a unique way to encourage consumers back into stores to conduct ‘face to face’ conversations, which then led to other purchases for them.

“We received in excess of 26,000 wedges back across Europe so the promotion really helped drive our retailers wedge sales in a fun and unique way. The feedback we’ve received from PGA pros has been incredible.”

Adam Duff from Knaphill, Surrey, said: “My short game went from being the weakest part of my game to the strongest. Having seen the results, my dad went and traded his old wedges in to get some!”

Trade-in value

Cleveland Golf 588 RTX wedges, which were introduced in 2013 and are continuing through 2014, come with an RRP of £109 each. The clubs feature Rotex Face technology, a directionally milled face pattern designed to add roughness and impart maximum spin on open-face wedge shots, where the impact tends to be closer to the toe. Cleveland Golf promises the clubs are produced with a more durable and advanced form of laser milling, so the Rotex face should create more friction at impact, helping golfers generate more spin on chips, pitches and partial shots from any lie.

588 RTX wedges also feature 16% larger U-Grooves, with a view to maximising spin on critical scoring shots, especially out of the rough, sand and in wet conditions, to enhance a golfer’s short game.

The 588 RTX features a sleek blade clubhead (pictured, left), with precision for the more accomplished golfer in mind, who tends to have greater consistency of strike with their short game, while the 588 RTX CB comes with a cavity back , and is designed to offer extra forgiveness for a broad range of golfers. Both models shown with Satin and Black Pearl finishes.

Professionally speaking

“I had up to 70 old wedges traded in against new ones this year! I’ve never had so many customers purchase three wedges at once. Well done Cleveland Golf.” Mike Newton, PGA professional at Barrow GC

“The trade-in promotion worked extremely well in removing hundreds of old wedges from the second-hand market, whilst also educating members that a better quality wedge does make a difference.”

Lee Patterson, Royal Cromer GC PGA professional

“The promotion was a huge success; we turned over more than twice our wedge forecast this year. It was a great idea that has quite simply worked.” Darren Bragg, Head teaching pro the North London Golf Academy

www.clevelandgolf588.co.uk