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Equiam
Made from a titanium alloy,
the 460cc Hippo Giant retails
at under £40 and is designed
for the starter golfer.
The club is emblematic Big, powerful drivers have always been a key component of the
of the company’s value Hippo brand; indeed the company was the first to bring out a
strategy. 400cc driver. Pictured are the Hex II and XXL.
designed to produce what Hippo claims is the optimum create any illusions about whom the Giant would suit.
weight distribution to reduce sidespin and generate as “Hippo is not trying to be all things to all men,” he
much energy transfer from the clubface to the ball as says. “The Hippo products are made for mid to high
possible. handicappers and they are made with a little more of a
The Hippo brochure claims the Hex TX “is the most forgiving element that some other clubs. This is where we
powerful new geometry driver on the market”, a category try to make the distinction between Hippo and Lynx. We
that presumably includes all square-headed and have got the Lynx brand on board because the clubs are
triangular products. The Hex TX has a V-slot at the back made for the slightly better player, for a player who can
of the clubhead sole, which should lead to greater fade or draw the ball.”
clubhead speed and moment of inertia. In keeping with Hippo’s no-frills approach, the brand
“Robot test results show the Hex is within a yard, is steering clear of following golf’s premium brands into
whether longer or shorter, than any of the top brands the realm of Tour golfer sponsorship. The nearest Hippo
manufacturing a similar type of product,” adds gets to tour sponsorship is their affiliation with BBC
Walkington. “The difference is the Hex is retailing at £99 commentator Peter Alliss, who would not be seen on the
whereas the others are retailing at £300 and whatever it golf course alive without his Hex driver, and who has
may be.” unashamedly plugged the club in live commentary.
That RRP of £99 is as high as Hippo will go for a “A company needs to ask itself whether it wants to
single club, giving the brand top marks for value for spend its money making really good clubs or on someone
money to complement its robot test results. And if you to wear a cap,” starts Walkington. “We spend on the
think this is a reasonable price for a quality titanium clubs: the R&D, the robot testing, making sure we get
driver, you look at the price tag on Hippo’s Giant driver, the product just right, rather than adding to what the
which comes with an RRP of just £39.99. consumer needs to pay for it.
“The new Giant driver has been selling like hot “Tour sponsorship is a bit of a misnomer because the
cakes,” says a delighted Walkington. “We have even had idea that people can go into a shop and buy the same
to air freight more in to try and keep up with demand. It club a pro uses is largely untrue. Not everybody who is
is a big-headed, square driver with an aesthetically sponsored by a big brand actually plays with all of their
pleasing look, and it has definitely hit the right note sponsor’s equipment anyway. It would be nice to see an
at £39.99.” actual full club count of what every Tour pro has in his
The Giant is a 460cc driver made from a titanium bag.”
alloy, and it is designed for the entry-level golfer. The And then the parting shot: “You might also ask: why
square clubhead ensures its weight is distributed to the did Phil Mickelson carry two drivers in his bag when he is
corners to stabilise the club through impact, and with a a golfer who can make the ball dance? He doesn’t need a
deep face, the club offers golfers a large sweetspot. Short Though Equiam’s six brands are centred around driver with a draw bias, but carrying two drivers sure sells
of any frills or gimmicks, this is a contender for the very hardware, there is also quality software like the Rossini a lot of clubs.”
best £40 buy in golf, and Walkington does not try to Lynx stand bag. Now there are grounds for an interesting debate.
SGB GOLF - JULY 2008 25
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