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Boccieri Secret Grip

| Golfweek |

Last year at the PGA Merchandise Show, Stephen Boccieri introduced the Secret Grip, a back-weighted grip that raises the balance point of a club for improved consistency, control, and distance.

To create product awareness, Boccieri gave away 100,000 free grips through retailers such as Dick's Sporting Goods. This year? He's putting his money where his mouth is with a money-back guarantee.

Any customer who buys six or more grips will have 30 days to return the product if not satisfied. Boccieri will replace the grips with the brand of the customer's choice.

If bought at a participating retailer, the retailer will provide a gift card. If bought online at SecretGrip.com, Boccieri will prepay for return shipping and provide the replacement product. It's a bold statement that Boccieri expects will bolster unit sales. Why is Boccieri willing to offer such a guarantee? "We've found nine out of 10 golfers prefer our grip," he explained.

Boccieri also shot a TV commercial, with the tagline "It's not in your clubs; it's in the hands." He heads into year two of a three-year relationship with company spokesman Jack Nicklaus.

"This is going to be a make-or-break year for us," Boccieri said.

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[golfweek.com]