Challenge

Golf Pride is the #1 brand of golf grips for tour pros and avid golfers alike. More pros use Golf Pride grips than all other brands combined. They have dominated the category for years with their precision quality, attention to detail, and superb hand feel.

So, when competitors started to capture attention (and market share) with their unusual, oversized putter grips, shaking up a previously stagnant corner of the golf grip world, Golf Pride couldn’t afford to rest on their accomplishments. Although swing grips make up 92% of grips in the bag, the significance of the putter grip could not be overstated and Golf Pride couldn’t simply respond with another similar product. They were determined to disrupt the category again with the help of BOLTGROUP.

Working closely with players of all ability levels, Golf Pride’s Innovation team had discovered a unique grip shape that could be leveraged to enhance a golfer’s putting stroke. This geometry would come to be known as “Reverse Taper”: the putter grip getting larger from upper hand to lower hand instead of tapering away from the user. The enlarged lower portion of the grip acts to “quiet” the lower hand, optimizing the performance of each hand and minimizing the often over-active lower hand to improve putting performance.

Golf Pride was sure they were onto something with Reverse Taper, but they faced a challenge: how do you embody this technology into a compelling, desirable, and manufacturable product design? And how do you convince finicky golfers to try something new? They needed to make a bold statement, both with product design and brand communication, and that’s when they turned to BOLTGROUP.

To begin addressing the numerous challenges, BOLTGROUP quickly immersed themselves in the history and direction of the company, while conducting research to build and provide a better understanding of the consumer, market, and product landscapes.

BOLTGROUP’s research included CMF (Color, Material, and Finish) and lifestyle trends, and a competitive audit that was reported back to Golf Pride with analysis on their current state and future putter grip opportunities.

Armed with knowledge, insights, and empathy, BOLTGROUP and Golf Pride were able to develop an innovative product from concept to launch, create new product line opportunities and VBL (Visual Brand Language), and change the game for golfers around the world.

Ahead of their exciting launch of their new putter grip, Golf Pride leveraged BOLTGROUP for packaging design. The packaging needed to be compelling in the merchandising context, be able to be hung or laid down in a bin, and be cost appropriate while protecting the product from damage while also allowing potential buyers to feel the grip in their hands.

BOLTGROUP designed a package that met all of the criteria and more. Using the design thinking process inherent to our methodology, we conducted research to assess current marketplace trends which helped inform the designs that were developed. The concept that was ultimately chosen for production performed well in multiple merchandising scenarios and allowed access to test the product via a resealable closure at the top. The packaging is able to stand on its own, as well as hang from a peg, and simplifies the process of selecting the buyers preference for shape and size.

Results

• In first 3 days after launch, Reverse Taper became #1 putter grip program at a major global retailer.
• Exceeded sales expectations in its first year.
• “It was a non-trivial design project to try to figure out how to get that to come to life in simple and powerful way, and you guys helped us nail it!” – James Ledford, President, Golf Pride

Notable Reviews

“Since their release, the Reverse Taper has become the fastest-selling putter grips in the game.”

April, 9, 2024. “Golf Pride Reverse Taper Putter Grip Review.” Plugged In Golf

“Though bold and vibrant, the Golf Pride Reverse Taper putter grips have a tasteful aesthetic… The dimple pattern provides some additional traction without adding harshness that a more aggressive etching might create.”

Bill Bush. April 10, 2024. “Golf Pride Reverse Taper Putter Grip Review.” Driving Range Heroes

“Golf Pride’s transformation from a component manufacturer to a performance equipment brand has been driven by continuous innovation and investment in research and development.”

NGF GOLF 100 2025, NGF.org

Key Takeaways

• Design leadership transformed performance into differentiation.
• Integration builds differentiation. Unified product, brand, and packaging created a complete experience.
• Empathy as R&D. Empathy-driven research turned user behavior into innovation.
• Design’s ROI is tangible. Insightful design thinking delivered measurable business results.