Tour First isn't a marketing strategy. It's a filter.
Everything DID releases has been tested by professional players at the highest level of the game. If a club can't hold up under those conditions — under real pressure, real swing speeds, real scrutiny — it doesn't come to market.
We've been in contact with Tour players. The feedback loop is real. We're not designing clubs based on what we think will sell. We're designing clubs that players at the top actually want to use.