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JJB Sports choose Lynx Golf
July 12, 2010

One of the most alluring golf brands for Tour and club golfers alike has made a welcome return to the high street at 150 JJB Sports stores across the UK. Lynx Golf has a special place in the heart of many golfers who will always associate the clubs with the likes of Fred Couples and Ernie Els.

JJB attracts golfing types from beginners to occasional players, as well as those who compete in corporate golf days. The Lynx brand will appeal to golfers who have been playing for many years and who recognize pedigree and quality.

Black Cat© is the men’s range of clubs, boasting a cast titanium-head driver for improved shot-shaping, distance and forgiveness, with fairway woods that combine extreme performance with unexpected forgiveness; hybrid woods that offer the kind of feel that is noticeably absent from many brands available today; irons that comprise a mix of 2 types of forged steel with shock-absorbing and chromium plate technology that gives superb feedback and sensitivity.

Tigress© is the ladies’ range of clubs that ranges from a high-loft driver and 3 loft-option fairway woods and the option of 5-SW utility woods or wide-sole irons (6-SW).

The Lynx clubs will assist JJB in its strategy to broaden its customer appeal. The new clubs complement the chain’s entry level brand in appealing to a lower handicap golfer, perhaps with more to spend. Simply being able to appeal to a wider range of golfing types will increase footfall throughout 150 of the country’s 250 stores.

Branch and regional managers who make up JJB’s buying committee were pretty much unanimous in choosing the Lynx Black Cat range over several other brands.

Andrew Walkington of Lynx parent company Equiam Ltd commented: “The buying team’s decision was very telling, because these people are effectively invited to help choose the products they themselves will end up selling. Given their experience and knowledge of their customers it’s hugely encouraging to see these Black Cat clubs pushing all their buttons. They wouldn’t choose equipment they didn’t think customers would buy.”
As part of a launch strategy, JJB will further incentivise customer interest in Lynx clubs via two promotions: purchase a set of Lynx irons and get a free Lynx golf bag, and buy a driver or 3-wood and collect a free hybrid club worth £49.99.

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