PXG irons

One Under Golf Center in De Pere is Wisconsin's first authorized PXG fitting center.

The Rolex of golf equipment now has a home in Wisconsin.

One Under Golf Center in De Pere has been named an authorized fitting center for PXG, or Parsons Xtreme Golf, the high-end, high-cost clubs that have in just five years become a major player in the golf equipment industry.

Matt Wood, director of instruction at One Under, said his outlet already has PXG drivers, metal woods and hybrids on hand for tryouts and expects to get a full line of the company’s new GEN3 irons soon. One of the selling points for PXG equipment is that clubs are not sold off the rack but are fitted to each buyer’s specific needs. As an authorized fitting center, Wood said One Under will have the necessary fitting tools in house permanently, as opposed to one-time demo days used by other club manufacturers.

Wood said it was a personal connection that led to One Under being chosen.

“I’ve been in this industry for 20 years and the sales rep and I have a relationship, and he said ‘I want to have a fitting enter in Wisconsin’ and he trusted me,” said Wood, a former assistant coach for University of Wisconsin-Green Bay golf teams.

PXG was established in 2014 by Bob Parsons, a self-described golf nut and the billionaire founder of GoDaddy, the world’s largest domain name registry, who vowed to spare no time and expense in creating the highest performing clubs possible. In short order the company became a luxury global brand whose equipment is used by a growing number of PGA and LPGA Tour players including Billy Horschel, Zach Johnson, Pat Perez, Christina Kim, Lydia Ko, Brittany Lang and others.

Parsons’ determination to spend as much as needed on engineering and research means PXG clubs are not for the faint of pocketbook. The new GEN3 irons start at $425 per club, Wood said, so a full set of PXG clubs will cost far more than the clubs by other equipment companies.

But Wood said the new irons “feel amazing. There’s lots of ball speed in the irons. I noticed the ball speed change right away” when trying out the GEN3 line.

“I definitely noticed the difference. I saw the ball just jumping off the face.”

The cost will dissuade many golfers, he said, but there will be a market for PXG in Wisconsin. A lot of people wear watches, he said, but a certain segment wants to wear a Rolex.

“I guess I would call it (similar to) a piece of jewelry,” he said. “For some people it’s status, for others it’s performance. I think (the potential buyer) is the person that wants to pay for a golf club where no stone was unturned” in its design.

He also said the PXG line is not only for low handicap players. “That I would definitely say is not true. You don’t have to be a (good) player to hit these irons.”

Wood said One Under is planning to hold a public event to introduce the line to the area’s golf community.

“We’re trying to figure out a way where we can get an audience that might not be ready to buy but wants to get some feedback on them,” he said.

Parsons, a former Marine who served in Vietnam, offers special “thank you!” pricing for members of the military, veterans and first responders. For more, visit www.pxg.com. For more on the DePere facility visit www.oneundergolfcenter.com.

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