MINDSET TESTING DATA PROVES NEW VISUAL TECHNOLOGY LEADS TO LOWER SCORES

Over 80% of testers see improved results with MINDSET

June 27, 2024

COVINGTON, Ga. - Bridgestone Golf, the #1 Ball-Fitter in Golf, today released the results of MindSet testing with players from a wide range of handicaps. After being available at retail for just six months, Bridgestone conducted in-depth consumer testing to determine if players are saving meaningful strokes with MindSet and exactly how many. The impressive results indicate the vast majority of testers who used the TOUR B with MindSet and the MindSet process improved their scores significantly over the course of just five rounds.

MindSet is a visual technology appearing on Bridgestone's TOUR B golf balls that is designed to help players separate analytical thoughts from athletic performance by way of an improved pre-shot routine and greater focus at address. Currently it is both the only printed ball technology aimed at lowering scores as well as the only gear in the golf category that addresses mental focus on the course. The outstanding results of the latest consumer MindSet testing are not surprising, as proprietary research done in conjunction with the Spring GPAU survey conducted by Golf Datatech, a Circana Company, indicates 74% of recreational players are interested in developing a new pre-shot routine to quiet their mind and hit more consistent shots.

"MindSet really transcends the golf ball category," said Dan Murphy, President and CEO of Bridgestone Golf. "If you look back over the last 25 years in golf there have been trends started by professionals that ultimately impacted the recreational game. Solid core balls and larger metal drivers significantly helped players in the early 2000's. Then there was the fitness era, where athleticism and physical training became part of the golf conversation. Today the new frontier of performance is the mental side of the game and the ability to focus more effectively. While MindSet is helping the best players in the world increase focus, what we are finding out now is that it has an even more pronounced impact on the recreational player."

While conducting the most recent testing with consumers, Bridgestone fit players from a wide range of handicaps to the right TOUR B model with MindSet for their game and instructed them on how to use the MindSet process. After the ball fitting, each tester played five rounds of golf using MindSet and recorded their scores, which were then compared to those of their previous five rounds before switching to MindSet. The results were nothing short of stunning, with over 80% of players seeing a scoring improvement of nearly three strokes on average.

"What MindSet is actually doing is getting the player prepared to hit their best shot," said Jason Day. "The process effectively provides the steps for any player, particularly amateurs, to perform better from tee to green. And it doesn't matter who you are as it fits everyone's game, regardless of handicap or ability level."

The MindSet process, which is aimed at separating the analytical mind from athletic execution, was developed over the course of a decade by Jason Day and respected performance coach Jason Goldsmith. The process consists of three simple steps that work with the MindSet graphic: IDENTIFY, VISUALIZE, FOCUS. The first step, in which players look at the outer, red circle of the MindSet graphic, involves making critical decisions regarding the upcoming shot. This step requires the player to IDENTIFY the target and gather information regarding distance, wind conditions, club selection, and shot shape. Once these decisions have been made, the inner yellow circle prompts the player to move to step two, which is to VISUALIZE the shot path. This step is about connecting to the target and includes visualizing the shot to the target. In the final step, the green dot prompts full FOCUS onexecution - green means "go," and focusing on the green dot enables the golfer to clear their mind of all thoughts and swing away with confidence.

"We're seeing that MindSet is actually helping the higher handicap players exponentially more than the professional players," said Jason Goldsmith." High handicap golfers typically don't have a pre-shot routine or mental process of any kind, which is why we see such a profound improvement in scoring for amateurs when they put MindSet in play. What's exciting for the consumer is that we are offering them the option to save nearly three strokes very quickly and probably even more over an extended period, simply by choosing to play a better ball with the MindSet graphic."

The 2024 TOUR B family of golf balls ($49.99/dozen) with MindSet consists of four models, two for swing speeds over 105 mph (TOUR B XS, TOUR B X) and two for swing speeds under 105 mph (TOUR B RXS, TOUR B RX). For help selecting which TOUR B model is the right ball for them, consumers should visit bridgestonegolf.com to use Bridgestone's online golf ball selection tool.

About Bridgestone Golf

Based in Covington, GA, Bridgestone Golf USA manufactures premium golf balls, clubs and accessories under the Bridgestone and Precept brands. The company started making golf balls in 1935 and today has more golf ball design patents than any other company. Beginning in 2006, Bridgestone revolutionized golf ball selection with its custom ball-fitting program, identifying a golfer's ideal golf ball based on personal swing characteristics. Today, as the #1 Ball-Fitter in Golf, Bridgestone has conducted over four million fittings via a combination of live-fitting, online selection, OTTO Autonomous Ball Fitting, and its V-FIT video ball fitting. The consumer data gathered from ball-fitting continues to inspire Bridgestone's innovative new golf ball designs, yielding industry-leading performance products for the entire range of players, from recreational golfers to the best in the world. Bridgestone Golf is proudly represented on international professional tours by icons such as Tiger Woods, Fred Couples, Matt Kuchar, Jason Day, and Chris Gotterup. Bridgestone Golf USA is a wholly-owned subsidiary of Bridgestone Sports Co. Ltd., headquartered in Tokyo. More information: bridgestonegolf.com.

Media Contact:

Mike Chwasky, JDPR, [email protected]

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