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Tuesday, September 18, 2007
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NEWS PGA Fall Expo numbers on the riseOfficials for the PGA Fall Expo, held Sept. 10-12 in Las Vegas, Nev., report on the event's success, in which industry attendance, PGA golf professional attendance and manufacturer participation were up by 16, 14 and 12 percent, respectively.  Presidents Cup to have Bobby Jones, Hickey Freeman lookBobby Jones and Hickey Freeman have been chosen by the PGA Tour to outfit both the United States and International teams for The Presidents Cup.  Thompson, Johnson don Dunning Golf in top finishesDunning Golf reports that staff players Kyle Thompson, at the Oregon Classic, and Zach Johnson, at the Tour Championship, placed first and second, respectively, while competing in the company's complete playing systems.  Solheim victors wear ProQuipProQuip outfits the victorious U.S. Solheim Cup team in rainsuits and windshields in blustery Halmstad, Sweden. FEATUREPGA Fall Expo fashion review
By Janice Ferguson FEATUREQ-and-A: Michael Miller -- Chief Operating Officer, ProQuip USA
MICHAEL MILLER: I think an important difference with ProQuip is that we have never ever tried to do anything else but waterproofs. I wouldn't say we couldn't broaden our scope, but waterproof is our cup of tea. So we've made great strides focusing completely on that. Indeed, we were the first people to bring Gore-Tex to the golf industry way back in 1981. So, with that focus, we have gone through generations of refining new waterproof membranes and testing fabrics and laminating them together, and creating apparel that is conducive to play golf in, And it's been quite a generational change to now arrive at as product like Silk Touch, which is soft andquiet and conducive to all aspects of what you would look for to play golf in. It's taken a long time to get there. Out technology expertise has allowed that to happen, obviously, but I feel it's our singular focus that has taken us to today's leadership position in the industry. Q.: Talk about the quietness of fabric and why it has become such a key component, especially in golf. MILLER: Well, we have Tour professionals like Jim Furyk, Ian Woosnam, Craig Stadler and fellows like that coming to us saying they don't like wearing a rain jacket. They would just as soon not wear one because they're too loud, they just don't like the rustling. So our focus has been to develop a quiet outer layer that will eliminate their objection to rainwear … and it has been a successful approach. We've even had probably 10 or 12 of the players say, "Will you send my caddie a pair of your Silk Touch pants so they won't rustle when they walk down the fairway?" From a player's perspective, they're looking for anything that will give them the slightest edge. Q.: When did weatherwear become such an important part of a player's attire? I know ProQuip has been around for 25 years, but there was a time when it just seemed like "OK, a rain jacket is a rain jacket." At some point, though, it became much more than that. Does that make sense? MILLER: It certainly does. Weatherwear is truly part of the player's equipment, as important as clubs and golf balls in inclement weather. The Darrell Survey goes in a player's bag once a year to see what kind of rain wear he has got in his or her bag. So it is a part of the player's equipment. And its importance is a bit analogous to fitness on tour, isn't it. Having comfortable, quiet and lightweight weather wear is a competitive advantage these days, just like fitness has become. Q.: So ProQuip keeps rolling out all of these technologically-enhanced products and we are all better for it. But at some point dry is dry. At what point do you reach the tipping point where it's quiet, it's dry, and you've done the best that you can do? MILLER: There is a fine line in the technology of weather wear between keeping the elements out, and allowing the garment to breathe. So that's one of the challenges that every company in our business faces. But we do feel there are several strides to be made in the area, especially with micro-fibers and experimental new weaving techniques. And as the dryness/breathability line gets finer and finer, we continue to enhance the overall weight and comfort of the garment. When you put on a ProQuip rain jacket we want you to find it comfortable to wear, like putting on a sweater.
MILLER: It all started with company founder Roy Redman, who was quite a personality and very well connected within the sports world. He developed a friendship with Mr. [Jim] Awtry at the PGA of America, and that led to ProQuip being picked as the official weatherwear of the United States Ryder Cup team in 1981, the company's first year in business. In 1983, both Jack Nicklaus and Tony Jacklin chose ProQuip to outfit their respective teams. And in total ProQuip has outfitted 17 of the last 26 U.S. and European Ryder Cup teams. That success was a testament to the company's cutting edge apparel. But, also a testament to Mr. Redman's ability to build relationships, and to act as a consummate host when the U.S. teams came to the U.K. He went as far as renting cottages and hiring chefs to cook meals. He knew how to entertain and look after people Q.: You've long been associated with the Ryder Cup and the PGA Tour, but ProQuip is making some strides on the LPGA, as well? MILLER: We are, indeed. Q.: What is the difference between the two tours in terms of creating product? MILLER: We face the same world-class expectations from the LPGA players as we do for the men's tours … state-of-the-art waterproof technology, and quiet, soft and lightweight materials. Naturally the contours of the ladies apparel are completely different, and we have female garment designers that ensure a comfortable fit. Q.: How did you become the official weatherwear of the 2007 U.S. Solheim Cup team? MILLER: ProQuip USA president Randy Payne and I went down and met with LPGA senior staff. They also came up and visited our booth at the PGA Show and took a look at the suit that we had designed for the women. They liked what they saw. We also sent rainsuit and windshield samples off to [U.S. captain] Betsy King and [U.S. assistant captain] Beth Daniels, and they also thought the garments met the high standards of the team. At the end of the day the product stood on its own. Q.: How is it different between selling ProQuip in the U.S. States and selling ProQuip in the U.K.? MILLER: The big difference is the weather. I think people in the United States are less inclined to play golf in bad weather, where over in the U.K., well those guys play in some weather. So a rainsuit is more important over there. That's why one of our marketing strategies in the U.S. is to position a golf rainsuit or wind jacket as all year apparel, to be hung on a hook near your car keys rather than stuffed in your golf bag. Q.: Does being started in the U.K., given the more inclement weather, give you an advantage on making these garments? You know a little bit more of what is needed? MILLER: I think it used to give us an advantage. The fact that we were a U.K. company and had some Scottish heritage - and because we did a whole range of tartans back in the mid to late 1980s and '90s.
MILLER: Well, we spent a lot of time and money developing the Silk Touch line and its four-way stretch feature. The liner is a knit fabric with a micro-porous membrane laminated to it. So not only does the fabric that the liner's made of have stretch, but the membrane has the ability to stretch with it as well. And it's very light weight. And then we designed an outer shell that would be as quiet and light as possible. So you put those three together and we think we've come up with the world's best rain suit. It is actually luxurious to wear. Q.: So now that ProQuip has found the key to creating outers, are there other areas in which you're looking to diversify yourself? Like into other sports? MILLER: Yes, we would like to. We've got a complete line of woolen wind garments, including the Versa sweater which is a top seller in the range. It's made out of lamb's wool, it's got about 20 percent nylon in it, which gives it a lot of snap-back. I've got several that are probably 4 or 5 years old, and they still look new. We have done some Marino wool pieces for ladies, and we did a full-fashion collar with a two-button plaquette sweater in Marino for men, as well. And again, these are all lined for comfort, ease of motion and performance. Q.: Talk about some of the additional strategic partnerships that ProQuip has within the industry. MILLER: We spend quite a bit of time out on the tour. Players like Boo Weekley and Jim Furyk are wearing the range, and love Silk Touch. And while we're out there we spend a lot of time with some of the other companies … many of them equipment manufacturers. The tour pro staff for Cleveland Golf and Nickent wear our suits. And we've done a dual-branding arrangement with Callaway. We've also worked with Ping in the past. We even did Foot-Joy and Titleist rainsuits at one time. Q.: Anything else you would with like to add? MILLER: We're a small company with a singular focus, to be the premier weatherwear company in the world. We've accomplished that for 25 years and look forward to the next 25 to come. |
  
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