According to The US Market for Golf Equipment, a new report from market research publisher Packaged Facts, high-tech golfwear, whether it's the latest haute-tailored wetness- and wind-resistant outfit or trend-setting footwear and gloves, is redeeming an otherwise sluggish golf equipment market. And it is forecast that such innovation will drive sales of golf equipment to $6.7 billion by 2010.

Packaged Facts projects that while sales of golf clubs, balls, and bags-once seen as major sales drivers-will continue to decline as the popularity of the sport wanes, golfwear, particularly apparel, will continue to grow steadily as changing demographics within the golf circuit cause a shift in fashion expectations. Apparel, footwear, and gloves reached $2 billion in 2005 and are expected to continue to climb to $2.4 billion by 2010. With the rising costs of club memberships and an industry shift toward high-priced, high-tech clubs and balls, the costliness of the sport has caused significant fallout of both core and occasional players. However, marketers have not lost their focus on the potential expansion of the market through innovative cross-selling into less traditional demographic sectors.