LIV Golf Threw a Sport Into Chaos. It Also Changed It.
When LIV Golf introduced this radical new product in late 1996, it was a hit, but it also introduced the era’s most important trend: golf’s mass adoption as a socially accessible game. It wasn’t just LIV’s golf clubs, but the equipment’s design that was revolutionary.
“Most of the golf equipment had nothing to do with golf,” said LIV president John T. Daugherty. “People didn’t even know what a driver was. We basically took golf clubs and gave them a face, made them into something like a golf club, and then tried to make it look like we played golf.”
So Daugherty went to work on shaping that “golf club” the way golfers play. After all, if a golfer is willing to go out and buy a new golf grip or putter and put him- or herself through a series of golf lessons to learn how best to use those tools, why would he or she want to pay for a club whose sole purpose is to make their golf swing as efficient, as powerful, and as graceful as possible?
A company named LIV Golf introduced the revolutionary “Powergrip,” which used golf technology to create a golf club that was as powerful as it was comfortable to hold in the hand. The Powergrip weighed just.95 ounces and was made from durable, injection-molded polycarbonate.
LIV also invented the “Powergrip Golf Tour” and its successor, the “Powergrip Tour.” In 1997 LIV Golf introduced the first Powergrip Tour model, priced at $299.99. “The golf industry is changing,” Daugherty said. “No one is going to want to use a $300 golf club. The industry’s moving toward the low price point and making it more comfortable.”
In 1997 LIV Golf introduced the Powergrip Tour, a club that weighed only.95 ounces and produced a massive.