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Here at TaylorMade we believe that it is important to really understand the wants and needs of the golfer, and with the help of the Women’s Advisory Board (W.A.B.s) the new Kalea Premier shows just how important having equipment to suit all golfers is here at TaylorMade, rounding off a product offering which could suit all female golfers.
“Collaborating with other women working in the golf industry from across Europe and getting the opportunity to share our thoughts and ideas on how we can create a product that will change the women’s game was a truly inspiring experience.
We could not be prouder of the Kalea Premier because we all know that this is a product that represents change and truly acknowledges women’s importance in golf, on and off the course.”
Emma Booth – Women’s Advisory Board Member
Rewinding back to 2019 and gathering a group of twelve women who are embedded in the world of golf in and around Europe. A mix of teaching professionals, touring professionals, and elite amateurs allowing TaylorMade to connect directly with the consumer to better understand the needs of the golfer. This helped impact the direction the product and design team took for the new Kalea Premier and is the next generation performance designed thoughtfully and intentionally for women.
With the feedback from the advisory board it was time to get serious and invest into our knowledge of the needs for female golfers, by collating consumer segmentation research from each region which will continue periodically.
"Through the process of consumer segmentation based on golf purchase behaviours and attitudes; we were able to identify three key segments with a high percentage of female golfers. Analysing specific consumer groups, allowed us to highlight key product requirements, relevant influencers of the purchase journey and important consumer touch points. “
Ben Brooks - Senior Manager Global Commercial Innovation
Alongside other sources this information fed into the development of the new Kalea Premier, paired with the look and feel in the marketplace.
“We have collaborated with our Women’s Advisory Board in Europe, established Women’s player test panels in the US and educated ourselves with our market research to craft a design language that utilises a bold combination of colours, patterns and textures with premium materials to create a sophisticated, feminine product line.”
Michelle Penney - Principal Engineer R&D, Metalwood Product Development
Learn everything there is to know about how Michelle got into engineering, her influence at TaylorMade, and what goes on behind the scenes as a product engineer in a bid to create the greatest products in golfing history. Listen here as she joins Mia Baker on Unsussed with Mia Baker.
A second meeting took place with the W.A.B.s being presented several colour pallets to feature in the new design, with their preference being on something a little more inclusive, not the pink it and shrink it of the past. Having a strong bold colourway which is still stylish. This is why we have selected, with intention, a combination of TaylorMade technologies which are tuned specifically to give women in this segment the best performance packaged in the most visually stunning design on the market. With the goal for Kalea Premier to combine this new design language with the performance requirements that women in this segment seek: LIGHTWEIGHT SPEED - EASY LAUNCH - MAX FORGIVENESS and these three characteristics are embedded in the DNA of every single club in the bag.
Women will no longer accept a half-hearted approach to product design – in any industry, and why should they - Enter the New Kalea Premier, Made for More