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For golf fanatic Justin Hadler of Plymouth, the arrival of a PXG store at Southdale Center is the most exciting retail development imaginable.

"I play a lot. About once a month in the winter and up to 80 rounds in the summer at home," said Hadler, a software executive, as he visited the store this week. "I love the feel and the forgiveness of the PXG clubs. The data provided with the custom-fitting experience is unmatched."

PXG has been around for only five years, but the Scottsdale, Ariz.-based firm quickly built a reputation as a disrupter in golf equipment. Its endorsers now include top players like Zach Johnson, Ryan Moore, Billy Horschel, Pat Perez and Lydia Ko.

"We chose the Twin Cities because it's in the Top 10 of U.S. golf cities, according to the National Golf Foundation," said Bob Parsons, founder and CEO of Parsons Xtreme Golf. "We like Minneapolis because of the long, cold winters. During the winter when golfers aren't on a golf trip, they go to golf stores."

The newly opened 7,000-square-foot location features clubs, apparel, fitting bays, a putting green and a players' lounge.

Prices for a single club range from $375 for a hybrid utility club to $650 for a milled wedge to "get you out of trouble in the bunker," said Ty Munneke, territory sales leader for the Upper Midwest.

Munneke describes the special order-only clubs as an affordable luxury that involve a one- to two-hour custom fitting.

The store carries more than 350 shaft options and multiple head types. With Trackman simulators, fitters analyze the best club length, weight, lie angle, loft and head type.

Right- and left-handed club options are available but because of the large variety of custom fits, no distinction is made between men's and women's clubs, Munneke said.

The Edina store is PXG's fifth retail location in the U.S., including Chicago, Seattle, Atlanta and Scottsdale. Besides an entrance within the mall, the store can also be accessed off 66th Street near the dining pavilion between Macy's and Life Time.

"To have a high-end golf retailer come into this market in a mall shows how much the brand has gone public," said Warren Ryan, communications director at the Minnesota Golf Association. "Usually you'd see a brand like that at the course on demo day."

PXG is rising even as golf is on a downswing nationally. Thirty golf courses have closed in the seven-county Twin Cities area since 2000.

But the number of golf rounds played in the Twin Cities last year was up 4% over 2018, according to Golf Datatech.

Parsons, 69, is also the founder of the GoDaddy domain name registration, Parsons Technology and more than a dozen other businesses, including in motorcycles, real estate and philanthropy.

John Ewoldt • 612-673-7633