How do we compete in Pricing?

Manufacturers set the price for equipment

If you are looking for amazing deals on equipment it can be hard to find because manufacturers set the minimum price that their equipment must be sold for and hold resellers to that via contract. This is referred to as MAP.

SHORT VERSION: New equipment is the same price basically everywhere based on Reseller contracts. So Enigma can’t do much advertised discounting on equipment.

Here’s a breakdown of how golf equipment manufacturers use MAP to control pricing:

What is MAP?

MAP stands for Minimum Advertised Price. It’s a pricing policy set by manufacturers that establishes the lowest price a retailer can advertise for their products.

How MAP works with golf equipment:

Manufacturer sets the MAP: Golf equipment manufacturers determine the MAP for their products. This price acts as a floor, meaning retailers cannot advertise the product for less.
Retailers must follow MAP: To be authorized to sell the manufacturer’s products, retailers must agree to abide by the MAP policy.

But I thought Enigma was all about lower prices?

Oh we are! We focus on where we can play with pricing like services that major retailers charge much more for. Which is key to us being that scrappy garage shop. We try to keep stock of items low and overhead extremely low. Which means we don’t need to pay $15-40k a month in rent or hold 100k+ in inventory. This benefits YOU to the max. It means simple things like regripping can cost $1 a club instead of $3.99 or resetting a loose club can cost $6 instead of $20.

How we stack up

Basic Services	Enigma Price	Avg. Cometitors
Regripping (buy grip from shop)	1	4
Regripping (bring own grips)	2	4
Grip Save	1	3
Shaft Shorten	2	4
Shaft Extention	7	10
Shaft Tip Pull	3	5
Head Pull	1	5
Shaft Tip Install	6	25
Reset Loose Head	6	20
Reshaft – 1-5 Full Swing Clubs	10	25
Reshaft – 6-10 Full Swing Clubs	10	20
Reshaft – 10+ Full Swing Clubs	10	15
Reshaft – Putter	6	25
FLO – Shaft Install	15	35
Loft/Lie Adjustment 1 – 4 Clubs	3	5
Loft/Lie Adjustment 5+ Clubs	20	30

Dedicated Club Builder – Same one EVERY TIME

Don’t Let Just anyone touch your clubs

The Benefits of a Dedicated Golf Club Service Technician

A dedicated golf club service technician offers a significant advantage over the typical big box store employee when it comes to club repair and customization.

Expertise and Knowledge

In-depth understanding: A dedicated technician possesses a comprehensive knowledge of golf club components, materials, and performance characteristics.
Skillset: They’ve honed their craft through years of experience, ensuring precise and effective repairs.
Customization: They can offer tailored solutions to improve your game based on their expertise.

Consistency and Quality

Attention to detail: A dedicated technician focuses solely on golf club repair, guaranteeing meticulous attention to every aspect of the job.
High-quality materials: They often have access to premium components for repairs and customizations.
Reliable service: Consistent quality control ensures your clubs are returned in optimal condition.

What we can do