Titleist Performance Institute launches apparel line
Tuesday, August 27, 2013
As if running another World Golf Fitness Summit and relaunching an updated Titleist Performance Institute website weren’t enough, TPI co-founders Dr. Greg Rose and Dave Phillips have announced the arrival of performance-inspired TPI workout apparel.
This apparel will not be sold in golf shops or retail stores, but rather will be available only at the TPI website, MyTPI.com.
TPI, headquartered in Oceanside, Calif., has become famous for teaching golfers how to use physical training for better golf and more comprehensive fitness. From touring pros to everyday amateurs, golfers have turned to TPI and its website to learn about increasing flexibility and strength, as well as other components of golf training.
More than 10,000 fitness professionals have become certified by TPI as trainers. These fitness professionals represent 56 different countries around the globe.
Cliff DeNicolo has been named director of TPI apparel, and he explained why TPI is moving into the apparel arena: “Lots of people have been asking us when we were coming out with apparel. It seems like a natural extension of what we are doing. We envision this as a support pillar of our core business, which is educating fitness professionals and golfers.”
According to DeNicolo, TPI was seeking a “minimalist look with the best fabrics and features that we could find.” And so, for more than a year, Rose and Phillips and other TPI employees searched for materials and designs that met their criteria.
“We didn’t want to put our name on a fabric that already existed,” DeNicolo said. 'We started
from the ground up, or from the yarn up. We worked closely with different mills. For example, it is crucial to us to use anti-microbial technology to kill bacteria that cause odor. And the feel of the material is extremely important.”
TPI’s fabric technology includes TPIDRI for moisture management and TPISILVER for permanent odor control. The look for the apparel is aimed at individuals who appreciate a more tailored, athletic look.
Right now, consumers can buy short-sleeve and long-sleeve tee shirts, along with training shorts, training pants, and hoodies. Prices range from $55 (short-sleeve training tee) to $105 (training pant).
Additional items will be added in the future, DeNicolo said. He also explained that each of the apparel items can be found in one of five categories: Engage, Extend, Resist, Transition and Recover. For a full-fledged workout in a gym environment, the appropriate apparel can be found in the Engage category. For high-end, pure comfort garments (not for working out), apparel comes from the Recover category.
The other three categories: Extend focuses on lighter weight and moisture management; Resist apparel is heavier, outdoor gear; and Transition is versatile apparel that can be worn for working out or just ordinary living.
All these categories withstanding, DeNicolo emphasized, “We have great apparel, but we are not an apparel company. We are an education company.”
TPI not only enables golfers to find certified fitness professionals, but it also exposes them to the latest training techniques and allows them to build a personal library of exercises and training tips.