The year 2004 was an important one for the golf equipment industry.
Two decades ago, one of the most innovative drivers the game has seen made its debut: the TaylorMade r7 Quad. It was the first driver with adjustable weight ports, allowing golfers to move the center of gravity around to create different flight preferences.
That technology became an industry standard.
There’s an old quote about imitation being the sincerest form of flattery, but that line gets crossed quickly when it comes to intellectual property and counterfeiting. In golf, that’s a billion-dollar problem.
2004 was also noteworthy in that it marked the formation of the Golf Group, which has spent the past 20 years fighting to eliminate the production, sale, and distribution of counterfeit golf clubs and balls. OEMs (original equipment manufacturers) like Titleist, Scotty Cameron, Callaway-Odyssey, Srixon/Cleveland/XXIO, PING, PXG, and TaylorMade are all part of the collective, which officially goes by the unwieldy title of the U.S. Golf Manufacturers Anti-Counterfeiting Working Group.
Over the years, the Golf Group has worked with law enforcement and government agencies to conduct 300 raids, seize nearly three million counterfeit products, remove thousands of counterfeit websites, and hand out 400 years of jail time. But with consumers turning to online purchases ever more frequently, it can seem like a never-ending game of whack-a-mole. Here’s what consumers should know about the oft-unseen anti-counterfeiting effort, according to Golf Group VP Joe McIntyre.
What can consumers look for?
Over 90 percent (of counterfeit clubs) are manufactured in China. If people get golf clubs that ship from China, it’s a high likelihood that they’re fake. All the manufacturers at least assemble their golf clubs in the United States. So, if you’re a U.S. based golfer, your clubs, if they’re authentic, will ship in the United States. The manufacturers do not ship directly from China.
What’s being done?
It’s really the OEMs and their leaders or in-house counsel that serves as the core component of this. They are the ones working directly with law enforcement in China. They also work with U.S. Customs to conduct annual trainings multiple times a year on what to look for when clubs are shipping from China, just like they would with, say, a Louis Vuitton bag. The OEMs are working day-in and day-out to fight against these counterfeiters.
What does a raid look like?
Typically, an OEM, let’s say Titleist, for example, will identify a listing of a club they think is probably fake. Someone from Titleist will purchase that club and do some very simple tests to see if it’s fake. It could be the eye test, or just cut in half and you can very easily see. And they will work to track where that product came from and then purchase multiple other versions of the product, and products from other companies. It’s not exactly like a Tom Clancy novel, but they’re scoping it out and then would pay some sort of sum to Chinese law enforcement to conduct these raids. Then we work with law enforcement over there to make sure that (the counterfeiters) are punished. So, we take this very seriously, but the process is typically very rudimentary. Let’s buy something, see if it’s fake, and then we kind of track it to see where it shipped from.
Where do you find the most problems?
It’s websites like Temu and even Amazon. Amazon is not an authorized retailer of any of the manufacturers. Anything on Amazon that you see for TaylorMade or Titleist clubs, it’s most likely fake. eBay certainly is a place where we see a lot of counterfeits sold. There are some official, certified retailers on eBay that, like our resellers, we have built relationships with. But it’s very easy to avoid these (counterfeit products) by just purchasing from authorized retailers. Directly from the manufacturer is one, but also authorized retailers like Golf Galaxy, PGA Superstore, and DICK’S Sporting Goods. The constant battle is that people want to find a deal and they see sites like Amazon and eBay they typically trust for all other types of purchases.
What types of equipment are most frequently counterfeited?
Drivers and putters. Scotty Cameron putters are the most counterfeited product out there because there’s such high value, and a status symbol associated with it. Every single year we go to the PGA Show in Florida and hear from countless pros that, you know, “five of my members came in and say how they got a great deal—$125 on this Scotty Cameron putter.” When they take a look, most PGA pros can tell right away. But, in many cases, when you’re purchasing something online, the listing photo will be a photo of the real deal—say a real TaylorMade golf club or Scotty Cameron putter. Then what you get in the mail might look like a piece of crap. That’s probably what it is, and how it’s going to play.
What’s the biggest danger when it comes to counterfeit golf equipment?
As you can probably imagine, counterfeiters don’t have great return and exchange policies. It’s kind of buyer beware. If you buy something and you spend $600 on a set of irons, you’re thinking, “these are $2,000 irons.” Well, you’re not going to get that money back. It’s bad for the game. It’s bad for your wallet. And lastly, you’re also buying something from someone who’s breaking the law. It’s not just like buying a handbag, where you’re not going to really get hurt. In golf, we’ve heard examples of clubs shattering, shafts snapping, and slicing people’s hands open. So, these are poorly made products that are bad for your game, bad for your potential health, and bad for your finances.
Biggest challenges looking forward?
They are getting better every single year at pulling off the visuals of what these clubs look like—from the paint to the fake screws they put in there. We’ve had (salespeople) come over from club manufacturers, we put a counterfeit club and a real one side by side, and they couldn’t tell the difference at three to five feet away. When you cut it in half, you immediately see the difference. You can hear it instantly too, if you give (the club head) a little “ting.” But the biggest issue is that, visually, they’re getting closer and closer. That makes it tough when you purchase things online.
@keepgolfreal Can YOU spot the fake? #KeepGolfReal ♬ original sound – KeepGolfReal
Have you ever come across golf clubs you thought or found out were counterfeit?
maybe if they lowered the price it would not be so bad its crazy how much clubs are
Nailed it, bill. This is the number one reason consumers go for counterfeits. Manufacturers can and have justified their prices countless times but the main reason for these prices is the market demand. Golfers will continue to buy the overpriced products for all their legitimate reasons. The manufacturers are justified in vigorously protecting their brand, but they will never eliminate the counterfeits because of the demand there also. A better strategy would be to offer new competitively priced products within the brand, while not abandoning their top branded goods. And they could still retain their hunter killer strategy for those makers of illegal counterfeits as expensive and ineffective as that is, if that’s what pleases them.
Shame on these manufacturers!! Fine! Fine! Fine!
Or maybe manufacturers’ prices are inflated because of the counterfeits, similar to how retail products’ prices are impacted by shoplifting.
You counterfeit buyers may be directly contributing to the environment you complain about in which the manufacturers’ prices at “too high” for your liking.
I doubt it. If a Ping driver was 399.99, there would still be a counterfeit for $250. There aren’t many single digit handicap golfers only buying off the internet. The rest of us need to either pay through dealers, buy used from authorized resellers, or buy less expensive brands. I promise a Tour Edge fitted for you will not raise your handicap if over 10 now. Amazon often sells crap, eBay is let the buyer beware. If you are serious then the price of the equipment is part. Tell me top flight tennis, skiing, and motorboat equipment isn’t equally “over-priced”.
Could be dealt with by non removable non duplicatable embossed laser identifier seal as is seen on the back case of many OEM high end watch manufacturers such as Rolex
Except once you buy it online, and you check once you get it, the return policy is “too bad, sucker” Who would buy a Rolex from a non-verifiable vendor? No different than buying from a street vendor in Manhattan. That you will never find again.
Even the laser etched serial numbers can look authentic on counterfeit clubs.
I ordered Ping Clubs maybe four years ago in AZ from my club. When they finally came (took a long time due to Covid), I noticed that the paint coating wasn’t shiny and soon all the paint started chipping off all of the woods. I contacted Ping in AZ and sent pictures and they said they were defective and replaced them all. They were really good about it. I was shocked that this happened ordering them from my golf club at a Ping fitting. Why isn’t there better screening from these coming from China? We are paying big money for clubs!!!
Part of the problem are the buyers. If they didn’t want the prestige of a Titleist or TM, they could buy Tour Edge, Wilson, or Sub 70 at or near the price of a counterfeit. Good quality. The price of the big name isn’t just markup because the public will pay for it. They do invest in R&D to get that extra 5-20 yards the pros want. If you want a Lexus or MB, buy it. If you can only afford a Toyota, no shame there. Number one advice on anything you buy, if the price is too good to be true, …it isn’t.
I would never buy clubs on eBay. I used to see airline crew bringing 4 sets of clubs back from China that they purchased from “outlet” stores. And they’d do it every trip.
Also had a colleague that bought a new “Titleist” driver in Beijing. Brought it home, went straight out to play and noticed it sounded odd on the first tee shot. Looked at the clubface and it was dented!
Caveat Emptor
maybe there would be less counterfeits if OEM’s manufactured their clubs domestically instead of in places like China
How would that make a difference? Chinese thieves could just buy the genuine clubs they want to counterfeit, take them back to China, and do their thing.
Also, “All the manufacturers at least assemble their golf clubs in the United States. So, if you’re a U.S. based golfer, your clubs, if they’re authentic, will ship in the United States. The manufacturers do not ship directly from China.”
Why the midstream switch from “they” to “we”? Did an OEM write this paragraph for Links? Did an editor miss the inconsistency? Or is this whole thing written by an American LEO or in-house attorney?
“Typically, an OEM…will identify a listing of a club they think is probably fake…And they will work to track where that product came from and then purchase multiple other versions…but they’re scoping it out…Then we work with law enforcement over there…So, we take this very seriously…and then we kind of track it to see where it shipped from.“