Golf Pride Gives Golfers More Cowbell With ALIGN Max Grips

If there’s one thing I’ve learned from years of covering golf equipment, it’s that grips might be the most overlooked piece of performance equipment. We frequently mention that the ball is the only piece of equipment you use on every shot but the grip is literally the only point of contact between you and your club on every swing (in this story, putts count as swings). Despite that reality, most golfers treat grips with all the consideration of a subway handrail.

Golf Pride wants to change that mindset with its new ALIGN Max grips. The case is compelling.

The evolution of reminder grips

For those unfamiliar with golf’s grip history (I’m guessing that’s 99 percent of us), reminder grips were once the standard. We’re talking 90 percent of all grips in the ’50s and ’60s. But as mass production took hold, round grips became the norm – almost entirely because they were easier to manufacture and install.

Fast forward to today where 25 to 30 percent of PGA Tour players use reminder grips but the average golfer largely ignores them.

Said another way, Golf Pride believes ALIGN is barely scratching the surface of its potential.

By the numbers, the company has found that, when shown the technology, 92 percent of golfers find ALIGN technology appealing. The challenge is that only 38 percent have heard of ALIGN, and only 20 percent either play or have tried them.

It’s a disconnect that isn’t lost on Golf Pride and they’re hoping that ALIGN Max will help bridge the gap.

ALIGN Max: More cowbell

If you think of the original ALIGN grip as a gentle suggestion for hand placement, the ALIGN Max is more like your old golf coach standing behind you actively adjusting your grip.

The ALIGN Max was designed in response to golfer demand. As Golf Pride Putter Product Manager Bruce Miller put it, “Some golfers, they want more cowbell. They want it to feel larger than it is.”

Unlike the original ALIGN’s surface-level reminder, Max’s reminder cuts all the way through the grip. It’s like the difference between a speed bump and a Jersey barrier.

The more aggressive rib will likely make a significant difference at retail where the benefits of the ALIGN grip weren’t always noticeable to golfers who were just pulling grips out of baskets at Golf Galaxy.

With ALIGN Max, the rib is waaaay more pronounced. You’re going to feel it even when the grip isn’t installed on a shaft.

Speaking of installation …

The installation problem

One of the biggest hurdles with reminder grips has always been installation. Get it wrong by even a few degrees and suddenly your reminder is more like a bad memory.

The fact of the matter is that a lot of installers got it wrong. I can’t count the number of ALIGN grips I’ve seen where the rib was, angled, twisted, turned and otherwise totally buggered.

I suspect that’s part of the reason why some golfers who tried ALIGN didn’t stick with it.

ALIGN or Mis-ALIGN, it too often comes down to the installer.

With ALIGN Max, Golf Pride addressed the issue head-on, making them significantly easier to install straight. While it’s probably not accurate to call it self-correcting, the new design is much less prone to twisting. It’s a critical detail that could significantly increase the number of repeat users.

The right grip for you?

Here’s a sobering stat: only 41 percent of golfers are confident they’ve chosen the right grip. That’s like saying only 41 percent of people are confident they picked the right sized shoes. Even more concerning? A whopping 83 percent of golfers change their grips only when absolutely necessary.

When is that, exactly?

“We see golfers spending thousands of dollars to go on bucket-list golf trips while playing grips slicker than a metal shaft,” says Miller. “They have no idea how much it’s hurting their game.”

With that, you can expect to see Golf Pride more aggressively attempt to educate golfers on not just finding the right grip but also understanding why and when you need to replace them.

My 2 Cents

At a launch event last year, I had Golf Pride install the ALIGN Max on my driver. I’ve played mid-sized MCC +4 grips for the last several years and my initial reaction was that not only was the rib on the ALIGN Max more pronounced but it also makes the grip feel a bit larger than the standard +4.

I think you’re going to feel the difference, too.

The bottom line

The ALIGN Max represents Golf Pride’s most aggressive push yet to redefine grips as genuine performance equipment. It’s not just about having something to hold onto anymore – it’s about consistency, precision and, ultimately, better golf.

Will it revolutionize how golfers think about grips? That remains to be seen. But if you’ve been looking for more feedback from your grip, more consistency in your hand placement or just more cowbell in general, the ALIGN Max deserves a serious look.

I should also mention that if you love the current ALIGN, there’s no reason you have to switch. Golf Pride’s initial research suggests that roughly 83 percent of current ALIGN users will make the switch but Golf Pride has no plans to remove the existing ALIGN from shelves. Think of Max as another option within the ALIGN family.