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True Spec & Miura


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Some friends and I were having a discussion tonight. How does the True Spec and Miura business model work? When a company like True Spec is in the business of fitting you for the best equipment in Golf, isn't every non-Miura fit and sale in direct conflict with Miura, their newly acquired company?

Say a guy is fit for PXG out of True Spec? What was the customer acquisition cost and loss of a potential Miura customer? That guy probably won't look at Miura as an option for 2-3 years minimum. That is a potential Miura sale gone. How can you balance competing businesses like this in a portfolio?


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I'm guessing that even though they own Miura they still put their vision of fitting players into the best equipment for them possible. Sometimes that will be Miura sometimes it won't. I'm sure they knew that going into the purchase.

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I'm guessing that even though they own Miura they still put their vision of fitting players into the best equipment for them possible. Sometimes that will be Miura sometimes it won't. I'm sure they knew that going into the purchase.

Oh there is no doubt they do. But my question is because of that, doesn't it come at a price? Doesn't that non-Miura fittings take a customer away from the brand they own?

 

 

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It is probably a double sided thing.  For every person that doesn't buy Miura there is a player that does. 

Driver:  :ping-small: G400 Max 9* w/ KBS Tour Driven
Fairway: :titelist-small: TS3 15* set  to 16.5* w/Project X Hzardous Smoke
Hybrids:  :titelist-small: 816H1 19* set at 18* w/KBS Tour Graphite Hybrid Prototype
                :titelist-small: 915H  21*  w/KBS Tour Graphite Hybrid Prototype
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Putter:  :seemore-small: mFGP2

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It is probably a double sided thing. For every person that doesn't buy Miura there is a player that does.

But doesn't a president of a brand want to get behind their equipment 100%? I'm not saying he's wrong or the concept is wrong. I'm just wondering if Miura losing customer acquisitions as a direct result of Miura (True Spec). That's all.

 

 

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But doesn't a president of a brand want to get behind their equipment 100%? I'm not saying he's wrong or the concept is wrong. I'm just wondering if Miura losing customer acquisitions as a direct result of Miura (True Spec). That's all.

 

 

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per an interview it is about distribution and additional exposure of the Miura clubs

 

"True Spec will always be brand agnostic,” McGarity said. “If [another brand's clubs] are better than Miura's, that's a Miura problem. We're always going to sell the best-performing clubs to our customers.”

True Spec will act as a “fulfillment center” for Miura, McGarity said, specifically as “a shipping and storage place.”

McGarity stated that the real advantage for Miura's partnership with True Spec is True Spec's ownership of Club Conex, a company that sells patented components that allow golfers to try the same golf shaft in a variety of different golf club heads, regardless of club head manufacturer. Club Conex is used by the vast majority of premium club fitters, opening up important distribution channels for Miura.

“Club Conex is primed to help Miura with distribution,” McGarity said. “With Miura, you're going to see a company that's heavily consumer-focused and dealer-focused.”

Driver:  :ping-small: G400 Max 9* w/ KBS Tour Driven
Fairway: :titelist-small: TS3 15* set  to 16.5* w/Project X Hzardous Smoke
Hybrids:  :titelist-small: 816H1 19* set at 18* w/KBS Tour Graphite Hybrid Prototype
                :titelist-small: 915H  21*  w/KBS Tour Graphite Hybrid Prototype
               :titelist-small: 915H 24*  w/KBS Tour Graphite Hybrid Prototype
Irons:      :honma:TR20V 6-11 w/Vizard TR20-85 Graphite
Wedge:  :callaway-small: 54-10S   :cleveland-small: 588  58-12
Putter:  :seemore-small: mFGP2

Backups:  :bobby-grace-1: 6330, :taylormade-small:TM-180, Bellum Winmore 787

 

Member:  MGS Hitsquad since 2017697979773_DSCN2368(Custom).JPG.a1a25f5e430d9eebae93c5d652cbd4b9.JPG

 

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per an interview it is about distribution and additional exposure of the Miura clubs

"True Spec will always be brand agnostic,” McGarity said. “If [another brand's clubs] are better than Miura's, that's a Miura problem. We're always going to sell the best-performing clubs to our customers.”

True Spec will act as a “fulfillment center” for Miura, McGarity said, specifically as “a shipping and storage place.”

McGarity stated that the real advantage for Miura's partnership with True Spec is True Spec's ownership of Club Conex, a company that sells patented components that allow golfers to try the same golf shaft in a variety of different golf club heads, regardless of club head manufacturer. Club Conex is used by the vast majority of premium club fitters, opening up important distribution channels for Miura.

“Club Conex is primed to help Miura with distribution,” McGarity said. “With Miura, you're going to see a company that's heavily consumer-focused and dealer-focused.”

Miura wasn't available prior to the acquisition out of True Spec?

 

 

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Miura wasn't available prior to the acquisition out of True Spec?

 

 

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The info I posted was from the president of the company. They may have been available but their purchase was possibly intended to expand distribution since they felt it would be possible to be profitable.

 

Some google searches may reveal more information for you; that is how I found the information I posted.

Driver:  :ping-small: G400 Max 9* w/ KBS Tour Driven
Fairway: :titelist-small: TS3 15* set  to 16.5* w/Project X Hzardous Smoke
Hybrids:  :titelist-small: 816H1 19* set at 18* w/KBS Tour Graphite Hybrid Prototype
                :titelist-small: 915H  21*  w/KBS Tour Graphite Hybrid Prototype
               :titelist-small: 915H 24*  w/KBS Tour Graphite Hybrid Prototype
Irons:      :honma:TR20V 6-11 w/Vizard TR20-85 Graphite
Wedge:  :callaway-small: 54-10S   :cleveland-small: 588  58-12
Putter:  :seemore-small: mFGP2

Backups:  :bobby-grace-1: 6330, :taylormade-small:TM-180, Bellum Winmore 787

 

Member:  MGS Hitsquad since 2017697979773_DSCN2368(Custom).JPG.a1a25f5e430d9eebae93c5d652cbd4b9.JPG

 

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Fitting is still their main business. Either way they are still making a profit regardless of the clubs they sell to the person. Of course double ending it by fitting for Miura would be idea. You could loose a customer or get a bad review if you fit everyone into Miura if there are better options that that for them. Those bad experiences could cost you much more than doubling up on a sale.

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Callaway Epic Flash 15* set -1 Aldila ATX Blue 75TX

Ben Hogan FT Worth Hi 19* KBS Tour V X

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Hogan Equalizer 50* KBS Hi-Rev 2.0 X 2* Flat

Hogan Equalizer 56* KBS Hi-Rev 2.0 2* Flat

Hogan Equalizer 62* KBS Hi-Rev 2.0 2* Flat

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I agree with KC on this one.  It's not about losing a potential Miura customer.  It's about gaining a customer for True Spec.

 

Don't look at is as a loss to Miura, look at it as a gain for True Spec.  They are going to make X% margin on the fitting and a normal set of clubs.  Now if that customer happens to fit in to Miura they will make that same X% plus whatever bonus margin they get because of the Miura deal.  So it's not a loss to Miura, it's just bonus margin to True Spec.  And with a dedicated state side distributor hopefully they will increase overall Miura sales.

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  • 3 weeks later...

It's probably a genius move on Miura's part. The way I look at it Miura already has its fan base and it is obviously still growing. Acquiring True Spec not only gives Miura potentially more audience if the fitting goes that way and as others have said can generate profit through sale of other brands equipment but it also keeps Miura in touch with all the others new tech and what's typically being sold to all levels of golfers. I'd look at it as an advantage in the way that Miura can gather market data and potentially use it in future product design for specific golfers or regions.

 

 

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<p><strong>Driver: </strong><em>Ping G400 Max 9*</em><em>, VTS silver S </em><strong>Fairway 5: </strong><em>Cobra F7, VTS silver S</em><strong>Hybrid 4: </strong><em>Ping G400, VTS silver S</em><strong>Irons 5-PW: </strong><em>Srixon Z765, Steelfiber i110cw</em><strong>Wedges:</strong> <em>Grindworks 50F/56F/60F 86 Series</em><strong>Putter: </strong><em>Evnroll ER2 CS</em><strong>Bag/ Buggy:</strong><em> Bagboy Hybrid Chiller/ Caddy Tek EZ Fold</em><strong>Ball: </strong><em>Q Star Tour</em>

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