Golf brands are like the players themselves: they evolve over time, developing new strengths while addressing weaknesses. Yet, in the minds of many golfers, a brand’s identity often remains frozen at the moment of first impression. This is particularly true for PXG, a company whose bold entrance into the golf equipment scene in 2015 created perceptions both good and bad that continue to shape how golfers view the brand today.

Bob Parsons once told me that to be successful, brands need to change and evolve. PXG has certainly evolved but have golfers’ perceptions kept pace? Let’s examine some of the most common myths surrounding PXG and see which hold true, which were once true but no longer apply, and which were never accurate to begin with.

PXG is too expensive

“Nobody makes golf clubs the way we do. PERIOD.”

When PXG launched with this bold tagline and equally bold pricing, it positioned itself as the ultra-premium option in golf. And, truthfully, they were expensive. We’re talking $850 for a driver that many found too spinny, $550 for hybrids and irons at $650 a stick.

Today, though? While their Sugar Daddy wedges remain premium-priced (justifiably so, as they’re fully milled from a single block of steel), most of their lineup has become far more accessible, with forged offerings that won’t require a second mortgage.

PXG is a discount brand

The pendulum swings both ways. For those whose memory of PXG begins around the COVID era, they might remember PXG as the brand that was practically giving clubs away. There was a period when PXG dramatically shifted their model to become perhaps the most affordable golf brand of consequence, habitually discounting current models and at one point selling drivers for less than $200.

As we covered previously, Bob Parsons saw opportunities where others saw crisis during the pandemic. The strategy worked to expand their customer base but created another perception problem.

In the last couple of years, PXG has found middle ground. Their irons start at $150 per club, drivers at $600 and balls at $34.99 – pricing appropriate for a direct-to-consumer brand with clubs in line with major OEMs. It’s also worth mentioning that PXG offers volume discounts (the more clubs you buy, the more you save) and their Heroes Program, available to military personnel, first responders and now educators, provides additional savings.

The best deal in golf? Probably not, but better than most.

PXG doesn’t make clubs for me

“You’ve never played like this before. PERIOD.”

This updated tagline reflects PXG’s expanded product line since its launch. They began with the middle-of-the-road 0311 lineup and steadily ramped up offerings to include more forgiving (XP) and more player-centric options (T).

In recent years, the T series has been folded into the 0317 lineup and additions like the Wildcat (and 0211Z before that) mean PXG now makes clubs covering scratch golfers to beginners and everyone in between. Whatever your handicap, there’s likely a PXG club designed with your swing in mind.

What truly sets PXG apart, however, is its relentless focus on custom fitting. As Parsons has repeatedly emphasized, “We don’t sell golf clubs off the rack. We sell an experience.” This philosophy drives their nationwide network of fitting studios and mobile fitting units, ensuring each golfer gets the right specifications for their game. At PXG, fitting is a core element of the business model, recognizing that even the best-designed clubs perform better when properly matched to the individual golfer.

PXG clubs aren’t available near me

Maybe.

You still won’t find PXG at DICK’S Sporting Goods, Golf Galaxy or PGA TOUR Superstore but their products are sold through major fitting chains as well as PXG’s growing list of retail stores. Geography plays a role (check their website to find a fitter near you) but PXG is often easier to find than many direct-to-consumer brands and even some smaller OEM offerings.

PXG shipping charges are absurd

With current shipping charges of $65 for a set of irons and $30 for metalwoods, short of the occasional free shipping promotions, we’re inclined to call this one true. For a brand that’s worked hard to democratize its price points, the shipping fees remain a peculiar holdout from their ultra-premium days.

I should mention again that PXG offers bulk discounts. You’ll save 15 percent when you buy seven or more clubs, 18 percent when you buy 10 or more and 20 percent when you buy at least 14. In my sample bag (driver, two fairway woods, hybrid, a set of irons, three wedges, putter), the total savings were $779.97 which makes the $95 in shipping charges a bit easier to stomach.

Nobody buys PXG

The “nobody buys” argument is common among people who don’t like certain brands or don’t see those brands at their home course. It’s golf’s version of “I’ve never seen one in the wild.”

That said, it’s fair to wonder where PXG fits in terms of sales, given that comparative sales data isn’t always reliable. While nobody could sensibly claim that PXG’s sales numbers match the Big 4 (Callaway, PING, TaylorMade, and Titleist), company insiders believe they’re as big as most anyone else in the next tier.

Describing PXG as a “mid-sized” golf company seems reasonable and it’s fair to say that because of its discount Heroes Program, it likely over-indexes with military personnel, first responders and educators.

PXG only makes apparel in black and white

The PXG Unisex Golf Paradise Tee probably isn’t for everyone but it’s definitely not black and white.

In the early days of PXG’s foray into apparel, this was absolutely true. Their aesthetic was as minimalist as their marketing was maximalist. A few years back, some dark blues leaked into the lineup. Since then, every release has featured a small splash of color here and there.

The bulk of each seasonal drop still heavily favors what I suppose is the original PXG aesthetic but collections are growing slightly more color-diverse to the point that there’s something for almost everyone.

While the quality of the PXG offering is generally excellent (and the women’s stuff is better than most), polos and shorts upwards of $125 each put them at a premium price point. Some things at PXG remain firmly in the luxury category.

All those screws are just for show

The original PXG 0811 driver featured 16 adjustable weight screws.

The first PXG driver featured 16 movable weights. Functional? Absolutely. Unwieldy and largely impractical? Also absolutely.

In the early days, it’s fair to suggest there was over-complication in pursuit of pinpoint adjustability. Newer models remain adjustable but the method of adjusting has been simplified quite a bit. In the metalwood space, PXG is offering more or less what everyone else is.

Irons remain a bit more interesting. The company believes one size doesn’t fit all with swing weight – plenty of golfers do well with heavier or lighter clubs. The PXG system allows fitters to adjust swing weight during fitting sessions, letting every golfer experience changes and find what works best.

PXG is a gimmick brand

A cutaway of the original PXG 0311 irons

“Gimmick” is one of those subjective terms and the fact is that in my 15 years of covering golf equipment, I’ve heard nearly every technology to hit the market called a gimmick by someone.

That said, it’s definitely not lost on me that in the early days of PXG, when the cost of clubs was exceeded only by the number of screws in each head, many felt there wasn’t a ton of substance behind the brash claims.

I get it, but when you consider the explosive growth of the players’ distance category—and how many of those designs now feature some goo/polymer fitting—it’s hard to argue that PXG hasn’t had an impact on the industry.

While I’m not convinced patents provide the full measure of any brand, it’s worth pointing out that PXG has nearly 550 patents, nearly 550 more than most DTC and smaller golf equipment brands, and certainly more than any golf brand born in the last decade. At a minimum, it suggests there is some innovation behind the flash.

If PXG was any good, more Tour players would play it

It’s not uncommon for brands to be measured by PGA Tour success. For some players, it matters, but looking at the success of other DTC brands, it’s clear some golfers don’t care at all about who’s playing what on Sunday.

PXG never had as many staffers as others and, given the nature of the Tour, the more you’re willing to spend on endorsements, the better the player you can sign. Fewer staffers invariably mean fewer Tour wins. I’ll concede that Christiaan Bezuidenhout, Eric Cole and Jake Knapp don’t have the same draw as Tiger Woods, Rory McIlroy and Scottie Scheffler.

This also speaks to PXG’s evolving business model. In the early days, Tour play was essential to establishing the credibility of the brand, even if most understand that nearly all Tour play is paid for—evidence suggests that brands that pay the most have larger staffs and better players. As time has progressed internally, PXG has questioned the true value of Tour pros, right down to logo placement. Little things like logo position on the hat might matter more than a full bag of clubs.

That said, to date, PXG claims 37 wins across the PGA, LPGA and Champions tours including two major championships (Céline Boutier—2023 Evian Championship, Rocco Mediate—2016 Senior PGA). Not bad for a relatively young company that’s increasingly selective about its endorsements.

PXG is arrogant

There’s no doubt many find PXG’s brash, in-your-face style off-putting. “Nobody makes clubs the way we do. PERIOD.” was a bold statement from a company with no bona fides at launch. The evolution of PXG has included an attitude adjustment. They’re not claiming to be the best at everything anymore.

The focus has shifted to the golfer and the experience. The original tagline has been replaced with “You’ve never played like this before.” They still end sentences with a very bold “PERIOD” but a case can be made that the brand has become increasingly more accessible, and arguably more palatable, while maintaining the distinctive personality that Parsons brings to the table.

PXG isn’t going to be around in ____ years

When PXG first hit the market, “They won’t be around in two years” was a common refrain. Then it was “two more years” … and, well, now it’s been nearly 10. While there’s no guarantee PXG will experience the same longevity as Wilson Golf, you also won’t find another brand of this size established in the last decade that’s made a similar impact.

Bob Parsons didn’t build GoDaddy into a billion-dollar company by making short-term plays. PXG isn’t going anywhere anytime soon.

PXG today

When PXG burst onto the scene with premium pricing and a brash attitude, it was easy to dismiss them as a flashy newcomer destined for a short run. Yet here we are nearly a decade later and PXG has established itself as a significant player in the golf equipment industry.

So the next time you find yourself repeating one of these myths about PXG, remember that you might be working from outdated information. Today’s PXG isn’t the same company that launched those first 0311 irons. Like any serious golfer, they’ve refined their game, addressed their weaknesses and evolved. While they may not be everyone’s cup of tea (what brand is?), they’ve certainly earned their place in golf bags worldwide.

Even if they still end their sentences with PERIOD.

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