TaylorMade are back with a brand-new women’s line of clubs ahead of the 2024 AIG Women’s Open. The Kalea Gold range is designed by women, for women. So what’s changed?
“We decided to name this line Kalea Gold because we wanted to set the gold standard with our second premier women’s line. We’re building on the momentum of Kalea Premier to create a premium product line through design, technology, and performance. The most important part of the DNA of this product is that it’s designed by women,for women. Kalea Gold represents a new and fresh way of thinking about women’s golf club design.”-Michelle Penney, Principal Engineer,Product Development
TaylorMade Kalea Gold: The Design Process
In creating Kalea Gold, TaylorMade engineers and designers identified the critical role input from women would play in the design process. That’s why they enlisted four distinct cohorts of women golfers for their feedback.
The first was the TaylorMade Women’s Advisory Board. This group is comprised of female golf industry professionals located across Europe that represent specific niches like teaching, club fitting, and even women’s golf travel. Together, these women were able to give TaylorMade teams expert feedback on what both they and their female clients liked and didn’t like.
The second group was the TaylorMade Women’s Golf and Social Club. Consisting of TaylorMade employees, these women were able to provide real-time, organic feedback on everything from colours incorporated into the design to the grips on each club.
Women’s data-driven/perception test panels and online reviews from Kalea Premier were the final two cohorts that helped guide the vision of what Kalea Gold would ultimately become.
In analysing feedback from these groups of women, TaylorMade engineers and product creation teams found that two main priorities rose to the top: cosmetics and performance. Cosmetically, women overwhelmingly advocated for a departure from the soft, pastel colours that are often found in women’s clubs. Instead, they preferred elegant colours like white, blue and gold that are found in Kalea Gold.
