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Shortly before I left for holidays, Dean Dingman, chief executive officer at SuperStroke USA, contacted me to gauge my interest in participating in a media test group of the Wixom, Mich.’s new Traxion Tour club grips.

Consumers, of course, know SuperStroke USA first and foremost as a putter grip company. Many of its products have graced the winner’s circle on tours worldwide the past decade, alongside tour staff members Jordan Spieth, Sergio Garcia and Jason Dufner. But recently the brand has expanded its product line into the standard club grip category.

SuperStroke USA’s intention is simple: challenge industry incumbents, such as Golf Pride, Lamkin and Winn Grips, and pry away some of their market share.

“Golf clubs have advanced tremendously over the last few decades. So have golf shafts and the golf ball. So why aren’t golf club grip’s improving at the same rate,” asked Dingman, in a note.

Objectively, I believe they have.