PXG’s Newest GEN5 Golf Clubs Come With Price Tag Of Almost $5,000

When PXG burst onto the golf equipment scene in 2015, it did so with high-end and high-priced clubs, not to mention a healthy dose of bravado. As the company has grown and evolved, it’s been able to take advantage of economies of scale and more efficient processes to offer a wider range of products at a variety of price points and drastically build its customer base. And the swagger is still strong.

Now, PXG is going back to its roots with its newest offering: GEN5 0311 flagship irons, hybrids and woods that cost almost $5,000 for a full bag of fitted clubs.

“We’ve come full circle,” said PXG senior designer Mike Nicolette, who’s been with the company since it was founded by billionaire Bob Parsons. “Our growth was going to be limited in that super high end, but (Parsons) knew that’s where we needed to start to build that brand, and technology.”

When the original GEN1 0311 irons were first released, Parsons says PXG was a pure research and development company.

“We spent a lot of money to make them,” said Parsons. “We spent a lot of money in research and development salaries. It took us a while to get there. What we did was put a higher price on them because we had spent way more money, we believe, than anyone did to make those golf clubs. To our delight, they were accepted really well.”

As PXG has grown and continue to innovate with new club lines, it’s been able to broaden its offerings and expand market share. This has been particularly true during the “Covid era,” as the direct-to-consumer company ramped up production, inventory and hiring during a stretch when many competitors were forced to close their doors and halt or reduce orders.

With the release of its fifth generation of 0311 irons, PXG is selling GEN4 irons for $249 apiece and GEN3 irons for $129 each. The company also has a more affordable line of irons, the 0211, that’s selling for $79 per club. While making only “a few bucks” on the latter, Parsons says it gives consumers a different way to look at PXG.

The new GEN5 chrome irons return to the high end, priced at $349 per club. The 0311 hybrids and fairway woods cost $379 apiece, with the driver listed at $499. A fitted full bag, including putter and wedges, is $4,599. For those who want to upgrade to the Xtreme Dark finish offered in the Black Label Elite irons, the full bag price jumps to $5,599.

“We’re known as a brand for our iron technology, so it’s almost expected innovation and GEN5 has made huge jumps,” says PXG senior designer Brad Schweigert said during a sneak peek at the new line at Parsons’ Scottsdale National Golf Club. “But I think where we’re going to shock people is in the woods, and specifically the driver. I’m excited to have people experience that. It delivers on distance, ball speed, performance, and it has the most moveable weight over the most amount of area.

“So, we were able to fine-tune that to an individual’s swing characteristics and help them deliver that face square more consistently, just for their natural swing. And from a forgiveness perspective, the inertia is higher than any other competitors out there. It looks and feels incredible, and then with the consistency of delivery through fitting and fine-tuning, it has everything. It checks all the boxes.”

The premium pricing box is checked as well.

But the demand is there and the product is as well. At a time when some manufacturers are struggling to meet production and delivery timelines, PXG has its newest tech ready to ship – proprietary core polymer material, precision weighting, five-times forged body geometry, premium shafts, and all. Ultimately, these advancements in materials innovation and precision engineering satisfy the key performance parameters for PXG’s designers: distance, accuracy, forgiveness, feel and sound.

And while Schweigert said he initially thought there was no way the GEN5 line would be ready before summer, the release also satisfies an inevitable desire to get product into the market during the thick of the spring selling season and, for many consumers, the official start of a new golf year. Experience and improved execution made that possible – better research, development, fulfilment, assembly, and so on – rather than scrambling to meet a seasonal timeline. It’s something Parsons has long preached; that PXG won’t release new products until they’re demonstrably better than before.

“That’s when we shoot up the flares, start placing the orders and make our plans. But we never say, ‘Guys, we need this six months sooner,’” says Parsons. “Because that brings the devil in the door. Sooner or later, you’re going to be making shortcuts. We’re not about that. That would be our undoing.”

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