Extreme forgiveness further broadens Stealth 2 appeal

    We checked in with TaylorMade on their 2023 product line up that’s designed to cater to every type of golfer walking into the fitting bay this season. As well as promoting key new product features and benefits, the brand’s emphasis is on strengthening their best-in-class customer service levels to their UK and Ireland retail customer base. This blend of product performance and superior retail service promises another successful year for TaylorMade.

    Since the launch of TaylorMade’s Stealth Carbonwoods last year the Stealth product line has seen phenomenal commercial success. Fitters and golfers were seeing great speed and distance for golfers of all abilities and, despite a premium price tag, Stealth products were consistently in the top selling spots in their respective product categories throughout the year. 2022 also hailed as a big year on tour for the red carbon face with some of the world’s biggest and best players such as Woods, McIlroy, Fleetwood, Morikawa, Hull and Scheffler sporting Stealth in their bags.

    “The new Stealth 2 is taking the carbonwood to the next level, the product is going to perform for so many golfers. I can’t wait to get the new Stealth 2 in the hands of our customers.” Harrison Long at Ultimate Golf

    As the new and improved Stealth2 hits the market this year, TaylorMade say they are building on the Stealth family equity and compounding the momentum of its highly successful predecessor. TaylorMade’s European Senior Product Manager Nick Bonfield explains “We firmly believe fitters will immediately see the Stealth2 line up is superior in every respect to Stealth’s first generation. We have carved out even more of the heavier materials in the head and replaced these with extremely lightweight carbon. Relocating this mass unlocks performance gains in a number of ways, but most notably in the stability and forgiveness capabilities of the Stealth 2 product. This really is an F1 car of a golf club, phenomenal stability combined with that trademark TaylorMade speed golfers expect!”

    With the distance box still well and truly ticked, golfers and custom fitters can now expect to see better performance from off-centre shots and misses. Ross Murdoch, Lead Fitter at Joe Fergusson-Towerwood Golf Centre is certainly reporting this in his early season fittings “Stealth2 Plus Driver has shocked me how much more forgiving it is. I can see this being a great selling product this year. Overall Stealth2 is a more complete range catering for all levels of golfer.”

    Richard Webb Head Professional at Tilsworth Golf Centre was also complimentary of the added forgiveness “I am seeing the distance I expect, but definitely a trend of tighter dispersion with Stealth 2 drivers in fits so far”

    TaylorMade’s #FARGIVENESS campaign centres around the core distance and forgiveness benefits that golfers are searching for. Whilst this messaging will be prevalent across consumer websites and social media, TaylorMade have also provided all stockists with FARGIVENESS Point-of-Sale to help signpost the product range in retail stores and fitting bays.

    World #2 Nelly Korda plays Stealth2 HD driver

    One of the most in demand additions to the 2023 line-up is the full family of High Draw (HD) products, meaning golfers that benefit from those particular launch characteristics now have options across the full Stealth 2 line up. TaylorMade’s Nick Bonfield says “As you’d expect, the Stealth 2 HD product line will appeal to golfers needing a higher launch, some extra spin and little left bias. However, I would strongly urge fitters not to discount the Stealth2 HD options for those faster swing speeds. Certainly better golfers and those with faster swing speeds can definitely benefit from what Stealth2 HD woods have to offer. Since joining TaylorMade this year world ranked #2 Nelly Korda is playing a 9.0 deg Stealth 2 HD and is seeing incredible performance.”

    TaylorMade tool upon Stealth, the UK’s #1 selling iron

    Since going on sale in April of 2022 the Stealth iron has been the fastest selling iron in both the on and off course UK channels*. TaylorMade stockist Stephen Hamill, Head Professional at Lisburn GC told us what his customers are seeing “Stealth iron has a combination of classy, clean looks and powerful performance. Noticeable to me is that when tested alongside the opposition, the sound and feel is in another league”.

    The Stealth iron remains in the TaylorMade line up for the whole of 2023, meaning it will continue to be a top performing go-to iron in fitting bays. TaylorMade’s Operations Director Rob Hurst explains how they have provisioned a large volume of custom components ready for the 2023 surge of iron sets to come through their Hampshire, UK based custom assembly lab. “We know 2023 will be another huge volume year on Stealth iron. We’ve provisioned excellent component stock coverage and have the experienced UK custom build team in place to deliver for our retail partners. Currently a new in stock custom order will arrive in 4 days from order placement. This is all done with a build accuracy of 99.7% delivered ‘first time right’.”

    Stealth HD the perfect iron for slower swingers?

    Completing the HD line up for 2023, TaylorMade have added an HD iron to the Stealth family. This iron at first glance may look unconventional to the eye of a traditionalist, but from top down at address it is surprising how familiar the iron then looks.

    TaylorMade explain they have designed this iron to appeal and perform for a somewhat underserved segment of the golfing population when it comes to premium iron options available at retail. They say golfers whose swings are not optimising launch conditions or achieving the launch and distance they require should try Stealth HD. The irons have weaker lofts and extremely low CG to optimise the launch and distance of those swinging at a lower speed. Extensive consumer research on what this profile of golfer wants to see at ball address has led TaylorMade to land on a lower profile head that also promotes extra launch.

    * Source Datatech UK
    April 2022 – December 2022

    Previous articleStill a rough ride ahead
    Next articleAre you hitting the sweet spot with your custom fitting experience?
    As an avid golfer since the age of eleven Dan lives and breathes all things golf.  With a current handicap of eleven he gets out and plays as often as his work life (and girlfriend) allows. Dan confesses to still being like a kid at Christmas when it comes to seeing the latest golf equipment. Having served as GolfPunk’s Deputy Editor, and resident golf geek for the past 13 years and working for golf's oldest brand, John Letters Dan brings to GOLF RETAILING an excellent understanding of the sector.