Industry News

Golf Datatech and Atenga Insights renew successful partnership

Alliance between golf’s leading independent market research firm and pricing research specialist to include expanded survey metrics for net promoter score

Golf Datatech, the golf industry’s leading independent market research firm for retail sales, consumer insights and trade trends, announced today it is extending and expanding its partnership with global pricing research leader Atenga Insights after a highly successful 2021 campaign.

The partnership between Golf Datatech and Sweden’s Atenga Insights provides golf companies in the U.S. and around the world with predictive pricing research that can be completed within a matter of weeks.

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John Krzynowek

“Our year one experience with the Atenga platform confirmed that the new Predictive Pricing & Demand Platform is a game-changer for golf brands of all sizes and in all product categories”, said John Krzynowek, Partner, Golf Datatech. “Our confidence was validated when clients engaged in repeat pricing research programs, which Atenga previously told us occurs in the majority of all projects”.

Golf Datatech’s Predictive Pricing & Demand Platform, powered by Atenga Insights showcases which product attributes and messages drive the optimum price points, as well as identifying critical “price walls.” Price walls are price inflection points (up or down), where a change in price can significantly change unit volume potential. For example, a price wall of $49 may generate the same approximate unit volume as when the product is priced at $45 (suggesting a price increase is appropriate) but drop by 10-15% when breaching $50. Identifying and maximizing revenue and profitability depends on finely tuned pricing guidance, which this platform delivers over and over.

The golf industry hopes to return to a more balanced supply/demand situation at some point in 2022, however for now, with tight supply, maximizing revenue thru the proper price points is of paramount importance.

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Robert Tinterov

Atenga CEO Robert Tinterov said, “Those companies that succeed in optimizing the price points golfers are willing to pay will achieve an oversized ROI.”

This year Golf Datatech clients will also be able to deploy the Atenga pricing platform to gain insights into the relationship between their NPS score (Net Promoter Score) and price. Intuitively a brand should have more pricing power if it has a high NPS score, but its dependent upon several researchable variables including channel, season, and market segment.

Adds Krzynowek, “We are now able to help our clients achieve a level of insight that wasn’t previously possible, or otherwise took several months. Through our exclusive database of Serious Golfers, we can quickly and easily survey thousands of golfers. Combined with Atenga Insights’ proprietary artificial intelligence technology, it allows us to complete a predictive pricing research study in a matter of weeks, making it an invaluable tool for golf companies moving forward.”

For more information on Golf Datatech and the Predictive Pricing & Demand Platform, powered by Atenga Insights, call 888-944-4116 or email

Golf Datatech

About Golf Datatech, LLC
Golf Datatech, LLC ( was established in 1995, and since that time it has become the industry’s gold standard for accurate and timely information on retail sales, inventory, pricing, and distribution of golf products through the on and off course channels. In 1998, the Company extended its reach into consumer research, strategic sales, and marketing consulting. In 2006, the Company expanded its retail and consumer research programs into the United Kingdom and in 2008 added markets in Europe. Golf Datatech now produces the first-ever digitally driven golf retail sales reports for the US, UK, Sweden, France, and Germany.


About Atenga Insights
Atenga Insights is a data driven, AI-powered, predictive pricing platform that is quickly disrupting the staid billion-dollar pricing consulting industry. By coupling its own proprietary approach with newly available real time research tools, that enable highly relevant and precise panels, Atenga Insights can provide accurate pricing guidance in six weeks or less and for as little as $25,000. The approach has already been proven in close to one thousand different client situations resulting in hundreds of millions of dollars in incremental profit.