Key Takeaways
Inesis—the golf brand of sporting goods giant Decathlon—wants to define “fair” pricing for the golfer.The company says its Tour 900 urethane golf ball costs the same to produce as the ProV1, TP5 and others.At $29.99 per dozen, the price difference comes from streamlined production and eliminating “useless” costs.Inesis Golf isn’t the first company to offer the concept of “fair” pricing and it won’t be the last. But it is one of the few companies in golf that will tell you exactly what it means by fair pricing and how it gets there.
In 2021, that might be as transparent as you can get.
Inesis, as you’ve read on these pages before, is the golf-specific brand of $12-billion sporting goods giant Decathlon. Based in France, Decathlon has built a unique operation that’s as vertically integrated as a company can get in this day and age.
Decathlon’s goal? “To make sure the pleasure and benefits of enjoying sports are sustainable and accessible for as many people as possible.”
Whether it’s a Tour-level golf ball at $30 per dozen, a laser rangefinder for less than $200 or a set of irons for less than $500, Inesis is all about accessible. And when Inesis says accessible, it means affordable. It does not, however, mean cheap.