Heavy Putter creator thinking driver for ’11
Saturday, January 30, 2010
ORLANDO, Fla. – Steve Boccieri, creator of the Heavy Putter, has a dream: to bring a driver to market and sell a full line of equipment to golfers.
Five years ago, Boccieri debuted the Heavy Putter at the PGA Merchandise Show with intentions to create “the great weight debate.”
In fits and starts, his putters have gained acceptance in the marketplace, albeit still a small piece of the piece. As of October, Boccieri’s putter marketshare at on- and off-course retailers climbed to 1.9 percent, up from 0.8 percent a year ago, according to the October Golf Datatech.
Some start-up equipment makers have made the mistake to grow too fast. Boccieri’s smart enough to know that he couldn’t dive straight into the deep end that is the driver category.
“To enter that market as an individual with one product is a sure loser,” he said.
But he also believes the time is ripe to grow.
“It’s time to go vertical,” he declared. “You can’t add too quickly or you will go bust. You have to get enough footing to be able to go back to the till. Now I have my cult following of customers, my baseline that use the product, believe in it and will try my next offering.”
This week he returned to the Show and took another step toward his dream by branching out into wedges.
The Heavy Wedge, part of his newly-created Control Series, uses the same counterweight technology that is found in Heavy Putters. An extra 65 grams of weight is positioned in the butt of the shaft, raising the club’s balance point and according to Boccieri, promoting better distance control and tighter shot dispersion.
Next he wants to introduce irons (he’s already trademarked the Heavy Irons name), hybrids and fairways. So what’s the timeline for further expansion of the line? Rapidly, he said.
“I’ve already started the process,” Boccieri said. “I just need to make molds, go into production and by mid-year I will probably have clubs out there testing.”
As for his holy grail – to bring a driver to market – he plans to do so sooner than you might think.
“I’d like to have it at the PGA Show next year,” he said, pausing for effect. “That’s a lofty goal.”