Golf Gold

Bentley Is Making Really Expensive Golf Clubs for 2016

The Very Best of Demo Day at the 2016 PGA Show
Demo Day at the PGA Merchandise Show is the best day of the year for Sports Illustrated's Gary Van Sickle.

Bentley is getting into the golf club game. 

The high-end car retailer unveiled its golf equipment line last week at the PGA Merchandise Show. According to a Forbes report, a standard set of forged irons will cost around $3,500. A driver and putter are $750 and $500, respectively. And it only goes up from there.

When a customer decides they want to purchase a Bentley set and wants the full Bentley experience, they are flown to England for a tour of Bentley HQ, then flown to Japan for a full swing analysis and custom fitting. The 3D swing data is used by Seven Dreamers to create individual shafts from scratch for that player.

"Unlike a typical club-fitting, where the golfer's swing is matched to an existing shaft on the market, Seven Dreamers make custom shafts for you based on the data captured," Peter Lord, co-director of Professional Golf Europe who licenses the clubs, said. "You can easily exceed 100 grand for a set of irons."

For those really wanting to go full-Bentley -- because why not? -- customers can have their clubheads and shafts painted to match the color of their Bentley and have grips match their car's interior.

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