The Greatest Show On Earth (possibly)

**CORKING PICS AT BOTTOM OF PAGE**

Nick Bayly reports from the 56th PGA Merchandise Show in Florida, where the golf industry had a big group hug and pretended that everything is right with the world, and we’re all going to carry on playing golf and buying lots of shiny new stuff

Recession, what recession? Judging by the queue at the bar at the Peabody Hotel in downtown (or should that be ‘downturn’) Orlando on virtually every night of the PGA Merchandise Show, you’d be hard pressed to think that there was a financial crisis going on. But then again, everyone bar me was on expenses and hey, if a man can’t have a cold beer or seven when the shit’s hitting the financial fan, when can he?

Besides, the PGA Golf Show is more than about dollars, euros and pounds (in order of how much they’re worth), it’s about the coming together of lots of people whose lives are inextricably linked to the game we all love, and remembering why we love it so much and why it’s worth keeping the gravy train rumbling on.

For the truly uninitiated, the PGA Merchandise Show is an annual jamboree that has grown from a couple of chaps meeting in a car park back in 1953, to the lumbering commercial beast that now sees over 40,000 golf industry professionals (including golf hacks) from around the world gather together under one enormous roof to try and sell golf equipment to each other – and ultimately to us, the humble golfer.

If it’s anything to do with golf, you’ll find it here, from tees that ‘guarantee to add four yards to your drive’, to golf carts designed to like Hummers - and a whole lot more in between. The hardware section (that’s ‘clubs’ to you and me) takes up less than a thi rd of the show floor, with the rest given over to clothing, footwear, gadgets and gizmos, accessories and training aids, not to mention travel.

There are 10 miles of aisles, accommodating 1,100 stands in 1.1million square foot of space (enough stats, Ed). To give you an idea of the size of the show, it takes a full 15 minutes to walk from one end of the exhibition hall to the other (driver, 3-wood, five-wood, hybrid, wedge is another way of looking at it). And that’s on the premise that someone doesn’t stop you for a chat along the way. Everyone, even those dressed in smart suits, wears trainers or ‘comfortable’ footwear, as smart school shoes and killer heels (good call Sophie) are a quick route to the medical centre for blister treatment.

Judging from the thousands of polo shirt-clad punters and the hundreds of thronging stands, you’d be hard pressed to realise that outside the bubble of the Orange County Convention Centre that the world is in financial meltdown. Still, that same world hasn’t stopped turning, and people are still playing golf, which means that new and shiny equipment still needs to be made.

Nike Golf and TaylorMade, both of whom have a bucketful of new clubs for 2009, were somewhat conspicuous by their absence from the show, although Titleist has returned to the fold with a stand that is bigger than most second division football team’s grounds, while Ping celebrated its 50th anniversary by launching absolutely nothing (as it was all launched in the autumn).

Of the big-name brands that were here, there were plenty of new launches , including new drivers, fairway woods and irons from Mizuno (MP700 Series), Callaway (new Diablo driver and irons, FTiQ fairway woods, X22 irons and some eye-catching additions to the Odyssey putter range (F7 and Tetron).

Cobra has its equally eye-catching new S9 drivers and irons, while Cleveland’s Monster driver continues the scooped out crown that isn’t everyone’s cup of tea. The Wilson Staff stand was purring with satisfaction, knowing that their new Smooth driver is safely tucked inside Padraig Harrington’s bag as the genial Oirishman bids for his third major on the bounce. He is also sporting a new pair of FootJoy’s SynRg shoes after being controversially dragged away from his long-running (or should that be ‘jigging’) relationship with Hi-Tec (who also make squash shoes).

The relaunch of Titleist’s Pro V1 ball range, brought about by some somewhat equally controversial copyright infringements that we needn’t go into here, was also the talk of the show, although not perhaps for all the right reasons. The Pro V1 juggernaut shows no sign of slowing down, with the brand leading the tour wins category by a country mile, but one senses that a new model name will have to be forthcoming before too long if we’re not to get confused with all these different varieties of what is essentially the same ball.

Confused? That makes two of us. For argument’s sake, the new balls feature a slightly bigger core for more ball speed and a harder, more durable cover, which will hopefully stop us hackers from slicing them up so quickly, but at &pou nd;46 for a dozen, you have to be sure not to lose these guys.

Staying on the Titleist stand I had a chance to catch up with legendary wedge designer Bob Vokey, who kindly talked me through his new range of wedges that have been set up to exactly replicate the specifications of the tour players he works with, including Adam Scott, Phil Mickelson and our own Ian Poulter. Not everyone can hit a 64-degree lob wedge with a tour grind sole, but now you’ll be able to buy one off the shelves and prove it to yourself.

Scotty Cameron was also on hand to tell me about his latest putter launch, the Combi, which comes in three different shaft lengths (standard, mid and belly) to suit all players. The head is a departure from the Scotty Cameron norm, as it’s pretty much a mallet, whereas he is known very much for his blade designs.

Making a refreshing change was the appearance of a number of big name players, flown in to boost brand appeal. Lorena Ochoa, the world’s best golfer of the female persuasion, was on Ping’s stand to help celebrate the company’s 50th anniversary, as well as having her swing put through its paces in front of an awestruck audience who found it hard to believe how someone so petite could hit the ball so far (timing is everything).

Local resident Annika Sorenstam was also on hand to deliver a parting farewell to adoring public, although she signed off her stage appearance by saying that she would “never say never” when asked if she would ever return to the professional circuit. Having recently married and professed a desire to start a family I reckon its goodbye, not adieu.

But perhaps the biggest crowds of the show were reserved for US Ryder Cup star Boo Weekley, who was here to promote his new clothing range, perhaps somewhat predictably called ‘Boo’. Not the first golfer you think of when fashion comes to mind, Boo is a breath of fresh air on the pro circuit, saying it exactly as he sees it. If it moves, Boo tends to shoot it, so I tried to stay very still when I got within ear shot of him.

At the other end of the fashion-conscious stakes was the launch of Ian Poulter’s IJP Collection for 2009, which was a blur of tartan trousers and girly-coloured knitwear (bumblegum and fuscia are going to be hot colours for summer 2009, apparently). Poults, fresh from his recent laser eye operation (which went ‘well’) revealed his outfit for the Open Championship at Turnberry, which I can now also reveal features a Union Jack waistcoat, blue tartan and a Union Jack cap with a diamante effect. Very 50 Cent.

Mrs Poulter, who is here to support hubby, also revealed herself to be at least six months pregnant, so another little Poulter will no doubt be crawling onto the green should daddy win the Open in July. Poulter also revealed his favourite colour to be pink, something he has in common with Paula Creamer (aka The Pink Panther), who did a star turn on adidas’ stand, drawing in huge crowds.

Despite the glitz and the glamour, there’s definitely a feeling here that the golf industry is holding its collective breath as the year gets under way, waiting to see how consumer confidence has been hit and whether the new equipment they have to offer will inspire us to head for the tills to invest in the next big thing.

It will be interesting to come back here in 12 months’ time and see which brands have fared best over the coming months.