Why haven’t Axis taken off like LAB?

[Yzmerf]

Seems to be very similar tech packaged much more traditionally. I’ve also heard the feel is not for everyone with the DF. I’ve yet to try an Axis but I personally wasn’t crazy about the LAB feel. Anyone tried both that can compare them?

[manVSgolf]

35 minutes ago, Yzmerf said:

Seems to be very similar tech packaged much more traditionally. I’ve also heard the feel is not for everyone with the DF. I’ve yet to try an Axis but I personally wasn’t crazy about the LAB feel. Anyone tried both that can compare them?

I’ve tried them both.  Vastly different technology.  IMO LAB’s tech is superior - see the Revealer video.  

[Yzmerf]

Will do

[5hort5tuff]

LAB has excellent marketing, a very good technological sales pitch, and is starting to have some success on tours across the world. I believe their marketing strategy has been growing stronger as time has gone on. Oh, and people are finding success using their putters! 

 

As much as people dont or didnt love the aesthetics of LAB putters, debatable the neck on the axis 1 is worse. 

[ChaosTheory]

Axis has been around for a long time.  Maybe they already had their high water mark.

 

LAB is newer and could go on to become mainstream, or could be a fad that is peaking.  No way to tell.

I had a Rose putter.  I liked it a lot but it was too light and the shaft was springy, so distance control was too hard.  I’ve tried the various LAB putters and think they are better than the Rose for me.  But I have not owned one yet.

[MattM97]

Neck shape I guess and lack of customization in terms of lie and length. Lie you only get 1 option and length you get 3 options. 

[JDTex]

IMO Lab has slicker production values than Axis now that Sam is in charge. I think Axis could do a much better job with the promotion of their products than they currently do. The videos on their site just aren’t that well made or informative compared to other companies vying for the same dollars. 
 

I had a Tour-HM and I liked it, but it lacked a premium feel in my opinion. I do think there is something to the tech , it just wasn’t my cup of tea.
 

I know on their videos Rose even mentions the back of his putter is carbon, but it’s plastic on the models we can get. 

[getitdaily]

Because Justin rose never won anything after going to axis while Adam Scott dominated after going to mezz.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Let's see how many I get with this post.

[jomatty]

15 hours ago, manVSgolf said:

I’ve tried them both.  Vastly different technology.  IMO LAB’s tech is superior - see the Revealer video.  

I haven’t seen the Axis on the revealer.  I’m surprised it didn’t do well, as I’ve read from LAB that axis1 was also zero torque unless I am misremembering. 

[TonyRo]

In my opinion, the Axis is not quite as technologically advanced, they do almost no marketing, have less tour representatives, and they don't offer stuff like long putters, etc. 

[oxHadokenxo]

No left handed options from Axis = automatically 10% less sales?

[gbh00]

Axis has great tech, but very little marketing. Beyond Rose, very little TOUR presence as well. Basically just to echo the statements of others above. Harder to sell the Axis than it is LAB for us, less demand. LAB does an excellent job providing lots of custom options. 

[dan463va]

As others have mentioned, the neck on Axis putters is not everyone's cup of tea. Having used a DF2.1, Mezz Max, and Axis1 Tour HM, I thought the Axis putter felt better. As to popularity, I think the marketing on LAB putters is far superior.

[sTmGolfer]

Feel: I'd say overall the Axis putters have a more traditional 'milled feel' on most of their models. The LAB have quite a unique feel, especially in their DF putters.  Those have a bit more high pitched 'tink' feel.  One isn't better or worse in the feel department - just different, in my opinion.  Though, my guess is most would prefer the more 'traditional' feel of the Axis.   

Looks: they are both VERY unique and don't appeal to a lot of players eyes.  Me personally, I've always preferred the look of 'weird' putters and I've said on several occasions the Axis was the first putter that I ever I was holding a unicorn from the second I put it in my hands.  I've tinkered with LAB putters in shops and love the simplicity of the stroke.  

 

But to answer your original question, my take on why LAB is more popular simply comes down to marketing.  Scroll on both websites and LAB definitely caters to a younger audience with some unique marketing.  Pair that with the success of Will Z, Adam S., Lucas G., and others ... makes sense they're gaining more attention.  

 

I'm a big believer in the technology and if you've struggled with traditional putters, no doubt the Axis or LAB putters will offer some assistance.  

[kkennedy]

I really thought the Axis putters felt terrible off the face having tried both the Rose and Tour HM models. I wanted to like them but really did not feel whatsoever like a premium putter IMO

[TiScape]

On 12/24/2023 at 5:35 AM, 5hort5tuff said:

LAB has excellent marketing, a very good technological sales pitch, and is starting to have some success on tours across the world. I believe their marketing strategy has been growing stronger as time has gone on. Oh, and people are finding success using their putters! 

 

As much as people dont or didnt love the aesthetics of LAB putters, debatable the neck on the axis 1 is worse. 

Bingo! The last part is exactly what I was thinking. There is a reason why when a LAB putter goes to a party it always takes an axis! 😂 

[Ivyguy]

I hit Axis putters, the blades are fine but no real gains for me.  
 

The mallets were interesting, but the feel was strange with them.  Stable for sure, but it would take time.  

[jda]

Seems to me that LAB just has not run the gamut like Axis has.  In a few more years, LAB will likely be seen like Axis, Yes! and the like.  They are just hot right now.  Go back a look for posts a decade ago and Yes! had just as much traction as LAB has today.  Anybody remember when that semi-circular face tech was going to change the world?

 

Saw my first LAB DF3 in the field yesterday.  Older guy who could play.  Chatted with him about it and he putts well with it, but putted well with his old White Hot Blade too.  He only got it since it picks the ball up without having to do the wrist flick to lift and raise.

[SwingBlade]

You need to spend a couple of hours with the LAB DF3.  Why?  Because we've all spent many years slightly "helping" our other beloved putters to do their job.  It will take several hours to relearn NOT to help the DF3 do its job.   DF3 is saying "trust me."   Once you learn to trust, the DF3 is a whole other world compared to any other putter.