Golf's Rally to Keep Fear Alive Is Working

For months now, we have been telling you to stock up on wedges this year because, starting in 2011, manufacturers and retailers will no longer be able to sell equipment that does not conform to the USGA's wedge standard which is now in place for professionals. 

Ok, so I did one post on it - and then re-posted it. And it completely mocked the OEMs for fear mongering in this dire economy, particularly when PGA Tour pros have exhibited almost no difference in how they approach the game despite the new rule.

But, apparently, all of the fear inspired by some OEMs regarding this change over has been working for golf retailer Golfsmith. In a press release sent to me this weekend, they touted a 22% increase in year-over-year sales for wedges. I wonder why.

To make a social reference, it's like the episode of Family Guy where they mock tobacco ads from the 50s with allusions to subliminal messaging.

Buy. Buy wedges. Have you bought new wedges yet?

Rather than imploring you to buy wedges because - let's be serious - you're not good enough to know the groove difference, I wonder what the penalty is to retailers that do horde and sell psuedo-compliant wedges with old grooves in 2011. A slap on the wrist? A loss of contract? I honestly don't know what the penalty is. Since the USGA doesn't really have police authority, it is solely left to the supplier-retailer relationship to keep sales in check.

And what becomes of the secondary market? It's thrived for tickets, why not for wedges? Sure, OEMs can't sell non-conforming wedges to retailers, but what about auctions on eBay? The handle VokeyRules50 might be fishy, but does it break any rule?

Even further, there could develop a sub-black market of niche wedge manufacturers which intentionally don't conform to the Rules of Golf. For amateur players, the rules won't come into play until 2014, but most likely 2024. I find it very hard to believe an enterprising golf club designer hasn't considered cornering the recreational golfing market for the next thirteen years by manufacturing clubs that conform, but can't be sold. If the manufacturer could sell direct to consumers - a la Dell - and not care about having a tour staff, such a market could spring up almost overnight.

Again, what would the penalty be for a company who knowingly refuses to submit their clubs to the USGA for approval? Makers of knock off clubs could have found new life and, perhaps, enter the mainstream.

This is all grand thinking and a lot of mental wandering, but it only seems logical that if there is a gap between the soon-to-be current market and demand, then someone will step in to fill the gap. And, frankly, that may the be most dangerous thing of all to the game.