Something interesting is happening in the direct-to-consumer (DTC) golf equipment space and has been for the last two years: prices are rising on custom sets and the “save big money” marketing gap is narrowing.

What are DTC Brands?

For those unaccustomed, DTC brands like Sub70, New Level Golf, PXG (to an extent) and many others sell their products directly to consumers while cutting out the “middleman” of big box stores. Through the use of different vendors and design options, DTC brands have long been able to offer high-performing equipment for hundreds of dollars less than top brands like Titleist, Callaway, Taylormade, and others.

However, due to increased popularity, component prices (shafts, grips, etc.) and presence on the pro circuit, the marketing message of “tour quality performance at a fraction of the price” may need a reboot.

How do prices compare?

For example, the truly outstanding Sub70 699 Pro V2 irons performed incredibly well for us in our review sessions, offering comparable — if not better — numbers than competing brands. If you were to order the exact same set on the brand’s website today, with True Temper Dynamic Gold S300 shafts, Golf Pride CPX grips, and custom specs (loft, lie, etc.), the cost is $882.00 (4-iron through PW). Out of transparency, Sub70 provided our review set to us in exchange for publication.

Comparatively, competing DTC brand New Level Golf’s 623-CB Forged irons — while not necessarily a “players distance” iron — with the same specs and components will run you $949.00. GU has not had the opportunity to review this set.

New Level has also announced that PGA TOUR players Ryan Moore and Chez Reavie will be playing their products, with more names to be revealed. Sub70 has seen an increase in their TOUR presence as well.

Larger OEM brands with competing offerings in their lineups (complete with same shafts and grips, priced out via their websites) include:

Mizuno JPX923 Hot Metal Blade - $963.00.

TaylorMade Stealth Irons - $999.99* (Dynamic Gold shafts not listed on website)

Titleist T300 Irons - $1176.00.* (More of a game improvement iron; CPX grips not available on website)

Cobra AEROJET Irons — $1069.00* (CPX grips not available on website)

Are DTC brands still a good deal?

Absolutely… for now.

In most cases, clubs purchased from a DTC brand will be less expensive than larger brand offerings, even with custom fitting. However, as component pricing continues to rise across the board, and DTC brands begin to find their way into TOUR players’ golf bags, somebody has to pick up the difference.

In our experience, where DTC brands continue to excel is in personalized customer service. These brands are still considered “the little guys” and want to maintain that mom-and-pop shop feel. To do so, they have to go above and beyond in terms of customer service to provide a boutique brand experience.

Of course, this is not to say that larger OEMs don’t also offer excellent service. They do, however the sheer volume of golfers playing their products makes it next to impossible to offer a comparable level of personalized service.

DTC brands offer excellent products that perform wonderfully for golfers willing to step outside of their comfort zones. Large brands become large brands because of their truly exceptional offerings, and their R&D capabilities often go unmatched. That technology costs money, as well as any level of TOUR presence.

At the end of the day, performance is what matters most for any golf club brand. If you can lower your scores and play the best golf of your life… does it really matter what name is on your clubs? That’s only something that the golfer can decide.