Sub 70 Golf Clubs
How Sub 70's Direct-to-Consumer Model Works
No retail markup, custom specs at no upcharge, and what that actually means.
The basic structure
Sub 70 builds clubs by hand in Sycamore, Illinois and ships them straight to you. There is no distributor, no retailer and no pro shop margin between the factory and your bag.
That is why a forged iron set from Sub 70 costs a fraction of an equivalent from a major brand. The manufacturing is comparable; the cost structure around it is not.
Custom specs come standard
The genuinely unusual part. Length, lie, shaft and grip are specified at the point of order rather than being a special request with a surcharge.
At most brands, non-standard specifications mean waiting and paying more. Here it is simply how every club is built, because every club is built individually anyway.
The demo programme
You can try clubs before committing, which addresses the obvious objection to buying equipment you have never hit. Use it — it is the single most important part of the process and the thing that makes the model workable.
What you give up
No retail presence. You cannot walk into a shop and hit one alongside four rivals.
A thin resale market. Fewer clubs in circulation and lower brand recognition mean used Sub 70 clubs sell slowly and for less. If you upgrade annually and rely on trade-ins, that cost is real.
You need to know your specs. Ordering a custom-built club requires knowing what to ask for. Without a fitting elsewhere, you are guessing.
How to handle it properly
Get fitted independently first, at a retailer or fitting centre that carries several brands, and write down the numbers — length, lie, shaft weight and profile, launch and spin targets.
Then ordering from Sub 70 becomes a matter of matching a known specification rather than starting from nothing. That one step turns the whole proposition from a gamble into a bargain.
The honest position
This model suits golfers who know what they want and are comfortable buying without a shop experience. It suits impulse buyers and brand-conscious golfers considerably less.
Fitting tip: Pay for an independent fitting before ordering. It costs a fraction of the saving and it is what makes buying direct safe rather than hopeful.
Model names current as of September 2026.