Women’s golf is experiencing unprecedented growth, and with it comes a shift in what golfers expect from their equipment. For years, many women’s offerings across the industry were treated as secondary extensions of men’s product lines. Today, that expectation is changing, and few brands have been at the forefront of that evolution quite like XXIO.
In this edition of Inside the Ropes, we sit down with XXIO Business Planning Manager, Haley Wian, to discuss the rise of premium women’s equipment, how XXIO has approached product development differently, and why the brand’s long-term investment in female golfers continues to resonate with one of the fastest-growing segments in the game.
BUILT FOR WOMEN FROM THE START
XXIO has spent over two decades building products specifically for the way women swing, play, and experience the game. From the earliest stages of product development, women’s performance needs are considered alongside every innovation, resulting in equipment designed with purpose rather than adaptation.
That commitment is reflected in the marketplace. XXIO’s women’s products and package sets consistently rank among XXIO’s top-selling products, demonstrating that female golfers are seeking premium equipment engineered specifically for them.
Q: Women’s products represent a significant portion of XXIO’s business. What factors do you think have contributed most to that success?
HW: We are a premium brand that builds products specifically for women. Unlike many competitors who adapt men’s products, XXIO designs equipment from the ground up with women golfers in mind. That really resonates and allows us to meet the needs of golfers who have historically been underserved. As more women enter the game and invest in their performance, they’re seeking equipment that actually works for them, and that’s where XXIO delivers.
Q: For years, women’s equipment was often treated as a niche category. How has the modern female golfer changed the way XXIO approaches product development and marketing?
HW: Today’s female golfer is much more engaged and informed. She’s not looking for a scaled-down version of a men’s club. She wants clubs that are built for her game. That has really validated how we’ve always approached product design specifically for women, but it’s also pushed us to be more thoughtful about our marketing. It’s more about connecting with women who take their games seriously and want to feel confident in their equipment.
Q: XXIO develops women’s equipment specifically around female golfers rather than simply modifying men’s clubs. What are the biggest performance benefits that come from designing clubs specifically for the way women swing the golf club?
HW: When you design specifically for women, you can really dial in performance. Things like lighter weight, the right shaft profiles, and better balance all help generate more clubhead speed without extra effort. That means easier launch, more distance, and better consistency overall.
THE XXIO WOMEN’S LINEUP
XXIO offers multiple premium equipment lines designed to meet the needs of women at different stages of their golfing journey, all built around the core philosophy of helping moderate swing speed players generate more distance, higher launch, and greater consistency with less effort.
- XXIO 14 Ladies: The flagship lineup, featuring drivers, fairway woods, hybrids, irons, and complete package sets designed specifically for women. Crafted for effortless play with lightweight materials, optimized weighting, and women-specific performance characteristics.
- Learn more → XXIO 14 Ladies
- XXIO Prime Royal Edition Ladies: The most luxurious offering in the lineup, combining advanced performance technologies with premium materials and refined detailing. Built for golfers seeking the highest level of performance and elegance.
- Learn more → Prime RE Ladies
Together, these product families demonstrate a philosophy that has guided XXIO for decades: women’s equipment isn’t an extension of the lineup, it’s a core part of the brand’s identity.
Q: When you look at today’s golfer, what trends are you seeing in how women approach equipment purchases compared to five or ten years ago?
HW: Today’s golfer is much more informed and intentional in her equipment purchasing decisions. She’s more likely to be fitted, to research performance benefits, and to prioritize quality over price. There’s also a growing appreciation for investing in premium equipment that enhances both performance and enjoyment, and there’s more ownership in the decision, rather than just buying what’s available.
Q: Many golfers associate premium products with luxury. How does XXIO define luxury within the golf equipment space?
HW: For us, luxury is really about how the product performs and how it feels to use. It’s that sense of effortlessness. Our clubs are easy to swing but still deliver strong performance. It also comes down to the details, from materials to design to overall experience. Ultimately, it’s about making the game more enjoyable every time you play.
LOOKING AHEAD
The continued growth of women’s golf presents tremendous opportunities for the industry, but only for brands willing to invest in golfers’ needs rather than simply react to trends. XXIO’s long-standing commitment to designing products specifically for women has positioned the brand to continue supporting this momentum for years to come.
Q: Looking ahead, what opportunities do you see for the continued growth of women’s golf, and how is XXIO positioned to support that future?
HW: There’s a lot of momentum in women’s golf right now. More women are picking up the game and sticking with it. That opens up huge opportunities, not just in participation but in how the game is experienced overall. We’re in a great spot because we’ve always been focused on this audience. By continuing to innovate and support women with better products, fitting, and education, we can help keep that growth going and make the game even more enjoyable.
MEET HALEY WIAN
Haley Wian serves as XXIO’s Business Planning Manager in North America and has been with Dunlop Sports Americas for seven years. Haley plays a key role in shaping the brand’s strategy and supporting the continued growth of one of golf’s most unique equipment companies. A former collegiate golfer at UC Riverside, Haley brings both industry experience and a player’s perspective to her role.
Before we wrap up, we asked Haley our Quick 6 questions:
1. Favorite golf course you’ve ever played?
Kapalua Bay Course
2. If you could have a walk-up song on the first tee, what would it be?
Edge of Glory by Lady Gaga (My walk-up song when I played for UC Riverside!)
3. One club you can’t live without?
Love my driver
4. Favorite place you’ve ever traveled to?
Kyoto, Japan
5. One hobby people would be surprised to learn you have?
Traveling to new places is my favorite
6. Favorite snack at the turn?
A grilled hot dog is the best!
