GOTHENBURG, Sweden -- Premium putting aid engineers Esoteric Golf Technology appear at the PGA Show this year with the agenda to pursue as vigorously as possible new distribution partnerships throughout the USA.

There is a definite 'touchy feely' attraction to the Esoteric products that has delivered genuine customer enthusiasm for golf retailers throughout Europe and - most recently - in Japan and parts of the Asia-Pacific region. A growing usage on the European Tour has also earned the brand great endorsement of legendary coaches like Henri Reis, as well as the enthusiastic endorsement of the Swedish PGA in their home country.

Green-grass pros love them because their tactility is very powerful in getting the customers actively engaged when they walk into the store, getting them to move up a gear from browsing through curiosity to purchase.

"Once the customer actually gets his hands on something like the Path Finder system it's very difficult to put it down," says Esoteric CEO Tomas Dahl. "The products have an undoubted intrinsic value of their own to the retailer but we've also been pleasantly surprised at just how Esoteric products really boost sales of putters, as they really add value to buying a putter when offered as part of a bundle."

Esoteric Golf Technology has two specific qualities that really make them stand out from the crowd.

The first is that both Tomas Dahl and his business partner Tommy Larsson are fanatical golfers and it's easy to tell they've invested all their knowledge and passion into the design and engineering of the products.

Secondly, an innate commercial sense has enabled them to add value of their own to the trade by producing some really special POS material. This is not just stuff that takes up floor, wall or counter space; this is stuff that actually sells off the poster itself. They also understand the erratic and often capricious buying habits of the golf shopper and they introduced a beautiful touch of using coloured icons on all products to show golfers at a glance which aspects of their putting each product addresses.

An early partnership with C-Groove innovators Yes! Golf helped put Esoteric Golf Products well on the path to global distribution very quickly over the last 12 months. And the brand has made excellent strategic use of the putter manufacturer's market savvy, such as capitalizing on the well promoted reminder that the putter is used in 43% of the average round's total strokes - a fact that Yes! Golf has successfully turned to its advantage to boost global sales consistently for five years.

The golfing world's renewed focus on putting skills, combined with the growing conviction in the trade that closing sales with customers through internet-beating offers such as custom-fitting is the only way forward, makes perfect sense.

Esoteric will not be pursuing exclusive distributor agreements as a priority, preferring to open up the potential of boosted revenue streams as quickly and as widely as possible.

Visit Esoteric Golf at booth #1573.