It is 2010, Do You Know Where Your Hybrid Is?
A hybrid is a cross between an iron and a fairway wood. It comes in many different designs and shapes which offer the accuracy and consistency of aniron with the distance, trajectory and forgiveness of a wood. Just ask Todd Hamilton, who used a Sonartec Md to get up and down many times at last years British Open to when the Claret Jug.
Hybrid clubs have been around for decades. In 2002, the Darrell Survey showed 15 percent of PGA TOUR players carried a hybrid club. In 2004, TaylorMade rep Keith Sbarbaro says that 25 to 40 players put the TaylorMade Rescue Mid in play each week. Add 14 to 20 using Mizuno's Fli-Hi, 20 using Sonartec Md's, a handful using the New Callaway Heavenwood and Nike's Pro Combo Utility Iron, and 50 players using the Titlist 503.H. That is almost 70 percent of each weeks tournament field carrying some kind of hybrid.
"Hybrid popularity stems from the simple fact that they work," says Chuck Couch, Mizuno's director of marketing. "They are not just for high- or low-handicap players; they work for players of all abilities."
Hybrid growth is impacting how a traditional set of irons is sold. "Many retailers offer a combo set, with a hybrid or hybrids replacing one or two long irons. This movement will continue," said Tom Olsavsky, TaylorMade's Director of product marketing for metalwoods. Some manufacturers now offer mixed sets that integrate hybrids with the traditional irons so it works as one consistent set in terms of length, lie, loft, swing weight, feel, and look.
"We brought the Idea integrated set into the market because it's the next logical step in applying hybrid technology," Chip Brewer, President of Adams Golf, said. "A single hybrid is a very reasonable approach for good players who simply want to replace a 2-iron. But the level of precision and accuracy becomes more relevant as you get deeper into the irons, and that's where the advantages of having an integrated set become clear."
Having access to equipment trailers on TOUR gives the Pros an advantage in knowing what clubs to add or replace with a hybrid. What about the average golfer?
"We believe consumers are learning more about hybrids," explained Mike Ferris, Callaway's product manager for woods. "We see Big Bertha Heavenwood hybrids complementing our fairway woods and replacing mid and long irons."
"The hybrid is definitely a club of the future for golf," says TaylorMade's Olsavsky.
Now is the hybrid's time. Where is yours?
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It is 2010, Do You Know Where Your Hybrid Is?
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