Research indicated that people in their early 20s and 30s are implementing golf as a method of networking. It can be inferred that the future success of Callaway requires an internet presence that is conducive to younger audiences. In order to please new and longstanding audience bases, it is crucial for the user interface to champion innovation and maintain the integrity of core values for loyal customers. The new website redesign features a new interactive homepage that highlights key products. Placing emphasis on innovative technology throughout the website attracts customers that seek state-of-the-art clubs and accessories. The online Callaway Golf Community allows customers of all walks of life (age, occupation, gender, etc.) to interact and learn with one another. The new community allows customers to share tips, scores, reviews and network among other loyal users.