Maxfli was founded in 1910 as a golf cannon manufacturer by Robert H. Maxwell. The company, which derives its name from a surname and “flight” of the founder, eventually expanded its products by introducing golf bags in the 1960s.
Maxfli took things one step further producing Australian blade Golf clubs starting from 1976 to the 1990s.
After a trio of ownership-dunlop Slazenger (1996) changes, Tayormade-Adidas (2002) and Dick’s Sporting Goods (2008)-Maxfli is triumphant in the Golf Club space with its new XC2 and XC3 cuffs.
Exclusively available in the store and online through Dick’s and Golf Galaxy starting April 18, these two iron groups cost $ 999.99 for seven clubs (4-PW).
“We have worked hard behind the scenes for a very long time and we were just not ready until the product felt like the best possible version of ourselves,” said Sara Scarlett, Maxfli brand manager. “Out of the success of the tournaments of the tournament a few generations, our team thought it was time to expand the product line and restore handcuffs.”
XC2 versus XC3
Maxfli wanted to develop and offer a high-performance iron that is not as expensive as some of the other OREs in the market, especially with so many people entering the golf after the Covid-19 pandemia.
Looking to take care of the players from the novice to scratch, Maxfli developed two sets of counterfeit handcuffs.
While both are falsified by 1025 carbon steel with co-worn tungsten and weighing pottery to improve sensation, weight and balance, the XC2 line closer to the player/player’s distance while its counterpart is in the game improvement category.
The XC2 contains a slightly thinner line ball than the XC3 which has more majority in everyone including a single wider although both groups boast a similar compensation and finish. Maxfli says that, ideally, players would have a combination of groups in their bags, potentially favoring the most forgiving XC3 on top and XC2s further below the bag.
Not wanting to repeat the outdated Aussie of the year, Maxfli tried to launch a shiny, high -performance iron, while restoring the golf club space after nearly 30 years.
“We wanted to pay homage to that pure aesthetics, but also to give something that can be super movable,” said Quinn Slicer, Maxfli Product Development Associate. “So you can go out and worse a couple and still get the shots you are looking for even if you are not hitting them in the screws at any single pace.”
Brand reassessment
With more than 100 years of history, Maxfli is one of those inheritance golf brands that always seems to be in the back of your mind or suburbs until it is right in front of you. It is not surprising as there have been many owners – and strategy/advantage – since the late 1990s and has not produced clubs since then.
Even PGA Ambassador Tour Ben Griffin, who signed with the brand last Maji, said that showing his partners playing ahead of Houston Houston New X New X “lit some curiosity” as “is a brand they have not seen in 15 or 20 years.”
While Maxfli has prioritized the production of golf balls in recent years – and lately lauded Its Tour Tour, Tour X and Tour S-Irento Falsified cement cements the wider Brand Return to Golf, which includes the signature of the 11-time LPGA Lexi Thompson winner in January 2024.
Maxfli also appeared from nowhere in October 2024 to issue a unique cooperation of metalwood clothing that had ours writers themselves shouting, “I’ll get” things I didn’t have on my Bingo 2024 card for $ 1000, Ken! “”
Slicer and Slagel confirmed that Maxfli will not try to spread very thin or overload the brand and market with an abundance of products, but better rely on a strategic approach as it reintegrates into play and culture.
The current strategy is a two-year life cycle for counterfeit cuffs XC2 and XC3 but that does not mean that Maxfli is not working on other products for the future. Given the reset of handcuffs for the first time to 30 years plus and cooperation outside the left field with metallwood, it seems that everything is possible.
“We are always seeing how we can innovate and update,” Siker said. “We are always looking to see how we can exalt Maxfli to make it more premium, but also be really accessible. You can see some things from us over the next two years that can fill some gaps in some other categories.”
office Maxfli is making clubs again! Here’s what you need to know first appeared in MygolfSSS.
