OnCore igniting ‘DTC’ golf ball category in 2023
There was a time not long ago when direct-to-consumer golf ball companies were few and far between. Golfers would typically buy balls at the local golf shop minutes before teeing off, or at a big box store while shopping for other gear or household items. Entering 2023, however, the “DTC” channel continues to explode as golfers have migrated online to buy golf balls, clubs and apparel.
One of the DTC category leaders over the past decade, OnCore Golf, caught fire in 2022 with the release of two new golf balls. The Buffalo, N.Y.-based company dropped the new ELIXR, a three-piece, 84-compression offering geared toward golfers with driver swing speeds between 85 and 100 mph. And in October, OnCore unveiled the four-piece VERO X2, the follow-up to the wildly successful VERO X1, aimed at players with 110 mph and above swing speeds.
The ELIXR 2022 and VERO X2 join OnCore’s AVANT 55, ELIXR and VERO X1 to round out OnCore’s five-ball lineup. The common thread among the portfolio is the company’s proprietary perimeter weighting that pushes mass to the ball’s exterior for less side spin and straighter ball flight across all clubs. Case in point, the VERO X1 tested at 60% less driver side spin than Titleist Pro V1 and Pro V1x in independent testing by Golf EQ.
Founded over a decade ago, OnCore has fast-tracked its growth through performance on the course and partnerships in the boardroom. Financial legend Charles Schwab is a key investor, as is Buffalo Bills Quarterback Josh Allen, who also serves at the company’s lead ambassador. Major traction in the DTC golf ball category has ignited OnCore’s foray into adjacent technologies, such as the Golf Boost AI app for virtual golf instruction, a “smart golf ball” that will track myriad performance parameters and a golf and entertainment complex in Buffalo.
Golfers new to OnCore can visit the website, www.oncoregolf.com, for an online ball fitting and receive $10 off their first purchase. And new for 2023, the company will offer a “Performance Pack” with a sleeve each of VERO X1s, VERO X2s, ELIXR 2022s and AVANT 55 (a two-piece Surlyn cover) for just $35.
OnCore offers free shipping on orders over $100 – key for DTC brands looking to steer golfers away from shopping offline. And for golfers who’re all-in on the brand, there’s Club OnCore – an Amazon Prime-like concept offering free shipping, customization, site-wide discounts and deals on other golf and lifestyle products.