Gary Player Golf Equipment, which has seen sales increase 2,000 percent in the past year because of direct marketing, announced Jan. 30 that it will merge with its current licensee, Golf One Industries, to form the world ís first publicly held international direct marketing-driven golf equipment manufacturer. The new company, Gary Player Golf Inc., will come into existence upon completion of Golf One ís initial public offering, which is expected to be completed in the second quarter. ìConsumers today want products without the hassle of shopping,íí said Gary Player, winner of more than 100 pro tournaments worldwide, who will be chairman of the new company. ìThey want to buy with a phone call or a computer. We are filling that need by giving golfers a quality product at competitive prices delivered to their door.” Once in place, Gary Player Golf will distribute 2 million catalogs twice a year, construct a commerce-driven Web site, open a factory outlet and add several new incoming call centers to the two existing ones.
