European Sports Marketing Manager, Adrian Rietveld, dialing in Nacho Elvira's 2017 M2 (Photo: TaylorMade)
BMW PGA week at Wentworth is, in general, the busiest week of the year for the Sports Marketing team at TaylorMade.
With more players than ever before using TaylorMade equipment, it truly is a dusk-til-dawn approach as the European Tour's finest look to make an impact with the spotlight of the golfing world centred on Surrey.
"It's crazy really," said Adrian Rietveld, TaylorMade's sports marketing manager for Europe.
"I mean it's always been crazy but more so now than ever. We've got existing players looking to fine tune and new players looking to try what they're hearing all of their peers raving about. It's the best problem to have, but there really aren't enough hours in the day!"
BMW PGA: SECOND ROUND REPORT
Francesco Molinari, who uses the TaylorMade 2017 M1 driver, shares the 36-hole lead of the BMW PGA (Photo: Getty Images)
In what is typically the strongest field of the European Tour season, it has been an extremely successful week for TaylorMade with 51.7% of the field using a TaylorMade driver and 53% using a TaylorMade fairway wood.
"Unprecedented," reveals Rietveld.
"Our fitters are able to prove the performance at all times of course but we didn't expect to get to that number. It really says a lot about the performance and about our relationships with the athletes."
Probed further regarding the fairway count (107 fairways in total, with M1 as the #1 model), Rietveld offered his explanation as to why this might be the case.
"I think it's the conditions. The fairways are cut tight but they're running well, whilst the rough is somewhere you just do not what to be. So the guys need something that they can trust, can rely on under pressure to put them in the right spots to get at these flags."