Dade Crossing, FL—Golf equipment manufacturers are becoming increasingly concerned that decades of improvement in materials and manufacturing may have produced an unintended consequence: 

Golf clubs are lasting too long.

Industry officials say advances in titanium, carbon fiber and other materials have resulted in drivers and irons that can remain perfectly usable for years, potentially delaying one of the most important events in the golf equipment cycle—new purchases. 

“We may have overdone it,” said Joe Whitaker, Vice-President R&D Innovation and Design. “There are golfers out there perfectly happy with four-year-old drivers."

The problem is particularly troubling because golfers have traditionally replaced equipment well before there was anything wrong with it.

“Golfers are discovering that new technology isn't going to make them any better,” said Whitaker. “We have to find new ways to convince them that spending more money is still their only hope.”

Several approaches to address the problem have been considered, including making more exaggerated claims, manipulating test results and paying scientists to nod solemnly during commercials. 

Another proposal would encourage golfers to have their equipment professionally evaluated at least once a year, preferably by someone who sells golf equipment.

“We don't need the club to wear out,” Whitaker said. “We just need the golfer to lose confidence in it.”