In 1999, Shimano started to develop a golf driver as part of its efforts to launch into a new business. In 2001, it released ULTEGRA. Based on the concept of “more accurately, more distantly,” the proprietary S.T.M.I. (Shimano Total Moment of Inertia) theory was established based on comprehensive research on the inertia moment to pursue the optimal balance of the head structure. Shimano’s proprietary metal processing technology was used for the head. The cross loop, a structure developed in the fishing tackle business with carbon tape wound in a cross shape, was used for the shaft. The products took full advantage of Shimano’s technologies. When they were released, custom orders were accepted. However, the profile of Aifie, the company-operated store, and the online outlet system was not raised as much as expected. In addition, the industry structure was characterized by intense competition in terms of development and price, and the number of amateur golfers decreased in the recession following the collapse of the economic bubble. Against this backdrop, Shimano had no choice but to withdraw from the golf business in 2004, except for the after-sales service system and Aifie. The golf business was unsuccessful, but the courageous efforts to launch into a new field represented Shimano’s spirit to promote health and happiness.