Golfers —especially the kind of golfers who check out golfing websites and subscribe to golfing magazines—are a perfectionistic bunch. Many think about every aspect of their game obsessively, and will lie awake at night meditating on the perfect swing. In short, they are very serious.

For this audience, a company that puts every bit of their time and energy into engineering an often overlooked piece of golfing equipment seems like a kindred spirit. This positioning effort has helped Avon Golf Grips grow into the definitive purveyor of high tech golf grips.