The world of golf e-commerce is a dynamic landscape where innovation meets tradition, and success depends on adaptability, customer focus, and technological savvy. Disk.com spoke with 17 top e-commerce golf business leaders to uncover their secrets to success, challenges they face, and their insights into the ever-evolving industry. These industry veterans shared valuable advice on topics ranging from the importance of understanding market needs and leveraging influencer partnerships to the critical role of exceptional customer service and the power of direct-to-consumer sales models. They also highlighted common challenges, including the complexities of seasonal demand, the need for constant technological adaptation, and the difficulty of standing out in a competitive digital marketplace.
The featured businesses represent a diverse cross-section of the golf e-commerce ecosystem. From companies specializing in innovative golf apparel and high-tech training aids to those offering premium hand-forged clubs and electric caddies, the article covers a broad spectrum of golf-related products and services. Also included are businesses focused on golf instruction and fitness, as well as those providing access to exclusive golf experiences. This variety showcases the breadth of opportunities within the golf e-commerce sector, catering to different segments of the golfing community—from beginners to seasoned professionals and from casual players to high-end enthusiasts seeking premium products and experiences.
Lanny Bassham, Mental Management Systems
Lanny Bassham, Founder & CEO of Mental Management Systems, strongly recommends adaptability in running a successful golf e-commerce business. He explains that the rapid changes in technology and distribution channels require businesses to evolve their models constantly. Lanny shares that before COVID-19, his company heavily invested in office space and in-person clinics, but the pandemic forced a pivot to an online model. This transition highlighted the importance of distinguishing between informational and transformational content, underscoring that true transformation requires not just knowledge but also consistent application and expert guidance.
Mental Management Systems was born from Lanny’s experiences as an Olympic rifle shooter who struggled with performance under pressure. Realizing the critical role of mental training in achieving success, Lanny dedicated himself to learning and systematizing the cognitive strategies used by top performers. The company now provides coaching and training to a diverse range of clients, from Olympic athletes to business professionals, teaching them how to maintain peak performance under pressure. Mental Management Systems primarily serves competitive individuals who seek to enhance their mental game, including golfers, athletes, and professionals in high-stakes environments such as auditions and legal trials.
Learn more: Lanny Bassham on LinkedIn, Mental Management Systems
Sunny Chou, Tomo Golf
Sunny Chou, Founder of Tomo Golf, says you must understand your market before developing a product. He recalls spending extensive time conducting surveys at golf courses, offering players free Gatorade in exchange for their feedback. This grassroots approach helped him identify golfers’ specific needs and preferences, which informed the design of Tomo’s products. Sunny highlights that while e-commerce makes reaching a target audience affordable, the challenge lies in ensuring your product is presented to the right people. Additionally, managing logistics, whether through third-party services or in-house operations, presents its own set of challenges and requires balancing flexibility with overhead costs.
Tomo Golf emerged in 2018 from Sunny’s passion for sneakers and his realization that golf footwear styles were outdated. The company aims to create versatile, comfortable shoes that golfers can wear both on and off the course. Traditional golf shoes, often rigid and lacking breathability, inspired Sunny to design more stylish and practical alternatives. Today, Tomo Golf offers a range of products, including apparel and accessories, tailored for the modern golfer. The brand caters to everyday golfers who seek both performance and comfort, challenging the industry’s focus on professional use to deliver gear that meets the needs of the broader golfing community.
Learn more: Sunny Chou on LinkedIn, Tomo Golf
Todd Graves, Graves Golf
Todd Graves, Owner of Graves Golf, advises having an understanding of your market and being adaptable to change. He explained that his business initially focused heavily on physical golf schools and DVDs, but as the digital age advanced, they had to pivot to online platforms. He suggests that other e-commerce entrepreneurs should stay informed about technological trends and be ready to transition their business models accordingly. Todd also highlights the challenge of reaching a broad audience; initially, their customer base was local, but with strategic planning, they managed to scale their services nationally and even internationally.
Graves Golf, founded in 2000 by Todd and his brother, revolves around the innovative single-plane swing method inspired by Canadian golf legend Moe Norman. This method simplifies the golf swing, making it easier and more accessible, especially for aging golfers. The company initially focused on golf instruction, conducting schools across various locations. Over time, they expanded their offerings to include proprietary training aids, instructional videos, and special equipment in partnership with Callaway Golf. Their ideal customers are typically older golfers looking for an easier way to play. Still, their client base spans all demographics, thanks to their comprehensive online training programs and on-demand instructional content.
Learn more: Todd Graves on LinkedIn, Graves Golf
Alan Stachowicz, Swing Fit Golf
Alan Stachowicz, Co-Owner and General Manager of Swing Fit Golf, points to the critical role of technology in running a successful e-commerce golf business. He notes that staying ahead with the latest tech innovations is vital, given how rapidly the technology evolves. Alan explains that aligning with industry-leading products, such as TrackMan, which they standardized after noticing its popularity among customers, has been a key strategy. Regular software updates and new features from TrackMan keep their offerings fresh and engaging, a crucial factor in retaining customer interest. Alan also highlights the challenge of seasonality, as golfers naturally prefer playing outside in good weather. To mitigate this, Swing Fit Golf employs strategies like discounting prices, offering yearly memberships, and exploring various promotional activities to maintain consistent customer engagement throughout the year.
Swing Fit Golf, envisioned by a former LPGA tour player, provides a comprehensive indoor facility equipped with cutting-edge technology to enhance golf skills. The facility boasts eight simulator bays, an augmented reality putting green, club fitting services, and available physical and massage therapists. The goal is to offer everything under one roof for golfers to improve their game, mirroring the resources available to professional players. While their primary clientele consists of serious golfers, Swing Fit Golf also caters to beginners through accessible lessons and a non-intimidating environment. Alan describes the facility as an ideal starting point for new golfers, providing them with the same advanced tools that pros use, thus ensuring a solid foundation in the sport before transitioning to outdoor play.
Learn more: Alan Stachowicz on LinkedIn, Swing Fit Golf
Jaimee Newcomer, Pirdie
Jaimee Newcomer, Co-founder of Pirdie, tells aspiring e-commerce entrepreneurs to persevere despite the daunting challenges of the evolving e-commerce landscape. Jaimee emphasizes that competing with larger companies with extensive budgets can be discouraging. She notes that the cost of acquiring a customer online can exceed $100, making it difficult for new businesses to break into the market. Her experience highlights the importance of avoiding excessive spending on marketing, especially on Meta and Instagram ads, which can quickly deplete resources without yielding significant conversions.
Pirdie, co-founded by Jaimee and her friends Kendra and Kelly, was established a little over a year ago, though the groundwork took about three years. Born out of the pandemic, Pirdie focuses on addressing gaps in the golf apparel market by offering stylish, comfortable, and performance-based clothing for women. The brand’s most popular items include the retro-inspired Foreplay Skirt and the versatile Duchess Dress. Despite their lack of initial experience in retail or apparel, the trio leveraged their proximity to Los Angeles to manufacture locally, overcoming supply chain issues and fostering strong industry connections. Pirdie continues to cater to women who seek fashionable yet functional golf attire.
Learn more: Jaimee Newcomer on LinkedIn, Pirdie
Peter Johnson, Rad Golf
According to Peter Johnson, CEO of Rad Golf, exceptional customer service is crucial for building a lasting brand in the competitive e-commerce space. He says a company can achieve short-term success and profitability, but sustaining a brand over time requires a commitment to customer satisfaction. He highlights the importance of being readily accessible and responsive to customer needs, ensuring that product guarantees and warranties are straightforward and honored without hassle. Peter also notes that one of the significant challenges in running an e-commerce business is efficiently allocating marketing budgets and choosing the right third-party logistics (3PL) partners to maximize profits and streamline operations.
Rad Golf, under Peter’s leadership, has established itself as a premium golf tech brand akin to Apple’s presence in consumer electronics. The company designs and manufactures a range of interconnected golf products, including GPS watches, speakers, and range finders, which work together to enhance the golfing experience. Founded with the vision of offering high-quality, affordably priced products, Rad Golf focuses on creating a cohesive ecosystem where each device complements the others. Their target clients are golf enthusiasts seeking innovative, high-end tech solutions that improve their game while providing a seamless user experience.
Learn more: Peter Johnson on LinkedIn, Rad Golf
Jason Williamson, Primo Golf Apparel
Jason Williamson, Co-founder of Primo Golf Apparel, says you need to have the right partners and a cohesive team to run a successful e-commerce business. He notes that the distinct skills and personalities of his brothers and cousins on the team have played a crucial role. Jason advises that ensuring everyone is on the same page about the business’s goals and hiring a small but highly talented team has been a significant factor in their success. He notes that their lean team structure, where employees are well-paid and highly motivated, has enabled them to achieve excellence and avoid the frustrations often seen in larger teams.
Primo Golf Apparel has grown from a side project into a leading e-commerce business specializing in athletic golf apparel. The company started during the pandemic, leveraging the surge in online shopping and the increased interest in golf as a safe outdoor activity. Their flagship product, the golf joggers, became an instant hit despite initial skepticism from traditionalists. Primo Golf Apparel continues to expand its product line to include polos, belts, hats, and women’s apparel, catering to serious golfers who value performance and style. Jason describes their ideal customer as someone dedicated to looking and performing their best, both on and off the course.
Learn more: Jason Williamson on LinkedIn, Primo Golf Apparel
David Bareno, The Art of Flow
David Bareno, Neuroscience-backed High Flow Coach at The Art of Flow, shared valuable insights into running a successful e-commerce golf business, emphasizing the need for social interaction and connections with influencers. He pointed out that partnering with individuals who have a deep bond with the golf community can significantly boost product visibility and sales. He highlights that influencer marketing was a key strategy in getting their product into big box stores like Dick’s. However, he also points out that the economic shifts have made it challenging to maintain sales, as customers are more cautious with discretionary spending on training aids.
David’s e-commerce venture centered around a training aid called Scratch Stick, which he invented and developed. The business had a successful run of five to six years before he decided to close it a few months ago. Despite exiting the e-commerce space, David remains well-connected in the golf industry and offers valuable retail insights. His business focused on helping golfers improve their game with innovative tools, targeting golf enthusiasts and serious players looking for effective training aids. The direct sales approach and strategic influencer partnerships helped them achieve significant margins and market presence.
Learn more: David Bareno on LinkedIn, The Art of Flow
Tommy Asuma, SMART Golf & Fitness Instruction
Tommy Asuma, Co-owner and President of SMART Golf & Fitness Instruction, advises that an essential factor for success in e-commerce is the ability to remain adaptable and open to innovation. He highlights the continuous challenge of balancing cutting-edge technology with the fundamental principles of customer service and product quality. By integrating these aspects, Tommy believes businesses can sustain growth and navigate the complexities of the e-commerce landscape.
SMART Golf & Fitness Instruction specializes in providing personalized golf training and fitness coaching to help golfers of all levels improve their game. Established in Chicago, the business is known for its innovative approach to combining fitness with golf instruction. Their ideal clients are golf enthusiasts who are serious about improving their performance and overall wellness, seeking expert guidance and state-of-the-art training facilities.
Learn more: Tommy Asuma on LinkedIn, SMART Golf & Fitness Instruction
Paul Guzman, BatCaddy
Paul Guzman, Vice President of Marketing & Distribution at BatCaddy, provides a key insight for running a successful e-commerce business: focusing on direct-to-consumer sales. Over the past six years, Paul led BatCaddy in transitioning from a model that relied heavily on third-party dealers to one that is now 85% direct-to-consumer. This shift has allowed the company to improve its messaging, maintain consistency, and better connect with its target audience. One of Paul’s biggest challenges is managing the complexities of seasonal demand and the unpredictable nature of global shipping, which requires careful planning and forecasting.
BatCaddy, founded in 2004, specializes in providing golfers with electric caddies that allow them to walk the course without carrying or pushing their bags. The company’s products are designed for golfers who want to enjoy the health benefits of walking the course but without the physical strain. Their ideal customers are typically older golfers who may no longer wish to carry heavy bags, as well as those who appreciate the improvement in their game that comes from walking. BatCaddy’s product lineup has expanded over the years to include accessories such as golf bags, cooler bags, and advanced cup holders, catering to the needs of its dedicated customer base.
Learn more: Paul Guzman on LinkedIn, BatCaddy
Selanee Henderson Pendleton, Epic Golf Club
Selanee Henderson Pendleton, Head Golf Professional at Epic Golf Club, emphasizes the power of relationships and a consistent culture in running a successful golf business. She believes building a strong reputation through white-glove concierge service and fostering a community of like-minded individuals is crucial for standing out in a competitive market. Selanee notes that while social media promotion and sales are important, word-of-mouth referrals driven by exceptional customer experiences have been key to Epic Golf Club’s growth.
Epic Golf Club is a private golf society that offers members access to a network of high-end private clubs across the country. Selanee explains that the business has experienced rapid growth, expanding from 60 members in 2020 to approximately 1,060 members today, with around 20 new members joining each month. Epic Golf Club caters to the top one percent of golfers who value playing on prestigious courses and enjoy networking with others who share their passion. The club provides concierge services that connect members, facilitates tee times at exclusive courses, and organizes events at the top 100 golf courses for its discerning clientele.
Learn more: Selanee Henderson Pendleton on LinkedIn, Epic Golf Club
Bobby Aldridge, BAMmetrics
Bobby Aldridge, Founder and President of BAMmetrics, offers this tip for running a successful e-commerce business: have good products that actually help clients achieve their goals. He stresses the importance of solving real problems for customers, as products that don’t address genuine needs won’t be used. Bobby’s biggest challenge in e-commerce is raising awareness about his offerings, which he primarily overcomes through word-of-mouth marketing and referrals from his extensive network of trainers, coaches, and caddies.
BAMmetrics, founded 12 years ago, provides innovative mobility and performance tools for athletes and fitness enthusiasts. The company’s product line includes specialized mats, blocks, and bands designed to simplify movement and improve performance for professional athletes and weekend warriors. BAMmetrics’ ideal customers are rotational athletes, such as golfers, who benefit from the company’s metric-based approach to enhancing mobility, reducing pain, and optimizing performance. Bobby’s extensive experience in kinesiology and sports training has shaped the development of these products, which aim to make professional-level training accessible and effective for users at home.
Learn more: Bobby Aldridge on LinkedIn, BAMmetrics
Jared Cohen, Miura Golf
According to Jared Cohen, Marketing Director at Miura Golf, a deep understanding of your brand identity is essential to running a successful e-commerce business. He advises companies to fully immerse themselves in who they are and what they represent, ensuring that every aspect of the e-commerce experience reflects that identity. Jared highlights the importance of not chasing trends or attempting to match competitors but instead focusing on what the brand does best. By leaning into the business’s core strengths and consistently reinforcing the brand’s unique story, companies can maintain their authenticity and drive success in the digital marketplace.
Miura Golf, renowned for its meticulously hand-forged golf clubs, has a rich history dating back to the 1950s, when founder Katsuhiro Miura began refining the craft of forging irons in Japan. Initially, the brand was recognized regionally, but it soon became the go-to manufacturer for some of the biggest names in the golf industry. Acquired by 8AM Golf in 2016, Miura Golf expanded into international e-commerce, offering its premium clubs directly to consumers. Despite its global reach, the company remains true to its roots, with each club still hand-forged in Japan. Miura Golf caters to discerning golfers who appreciate the precision and craftsmanship of limited-run, high-quality products, earning it the reputation as the “Rolex of golf.”
Learn more: Jared Cohen on LinkedIn, Miura Golf
Gary Guerrero, Lag Shot Golf
Gary Guerrero, Founder and CEO of Lag Shot Golf, emphasizes the necessity of continuous customer engagement and traffic generation. One of his key strategies is to utilize omnichannel remarketing to ensure that potential customers are reached across various platforms. Gary successfully drives sales in a highly competitive market by maintaining a robust flow of new traffic and implementing effective retargeting techniques. He also highlights the value of customer feedback through surveys, a practice that helps refine products and enhance overall customer satisfaction.
Lag Shot Golf, founded in 2020 during the pandemic, specializes in innovative golf training aids designed to improve swing mechanics for players of all ages. Initially born from the founders’ experiences with their digital golf instruction platform, Scratch Golf Academy, Lag Shot Golf quickly gained traction, recording $10 million in sales within its first ten months. Targeting golfers eager to improve their game, the company offers a range of products, including clubs tailored for women and juniors, alongside a newly launched baby golf club. Gary’s unique approach and market responsiveness have positioned Lag Shot Golf as a leader in the niche, appealing to both seasoned players and beginners alike.
Learn more: Gary Guerrero on LinkedIn, Lag Shot Golf
Ray Garza, On Par Golf
Ray Garza, Owner and Founder of On Par Golf, shares a key tip for budding e-commerce entrepreneurs: take your time. He cautions against rushing into business too quickly, emphasizing that his success stemmed from a slow and deliberate approach over six years. According to Ray, staying focused on what you’re genuinely skilled at can provide a strong foundation for growth. His journey in the e-commerce space has also involved managing the intricacies of logistics, such as product design, packaging, and distribution, which he oversees to ensure the highest quality.
On Par Golf, based in San Antonio, Texas, began as a one-on-one golf instruction business primarily focused on youth golfers. Since its inception in 2018, the company has grown into a multi-location enterprise featuring cutting-edge equipment and a successful apparel line launched in late 2023. On Par Golf’s offerings cater to youth, women, and adult golfers and also serve corporations seeking custom embroidery and gear. Ray’s passion for the game has also led him to give back through his nonprofit, Flamingo Club, which provides golf equipment and access to underserved youth in the area.
Learn more: Ray Garza on LinkedIn, On Par Golf | On Par Golf Apparel
Jessica Martinez, Ghost Golf
Jessica Martinez, from Ghost Golf, says a key part of successfully running an e-commerce business is a willingness to listen to the customer consistently. According to Jessica, building a strong community and paying attention to customer feedback is crucial for long-term growth. From social media engagement to product development, Ghost Golf thrives on being responsive. Jessica shares that they closely monitor how customers react to their products and make changes accordingly. She emphasizes that maintaining an authentic customer connection is key to fostering repeat business and building a brand that resonates deeply with its audience.
Ghost Golf is a luxury performance golf brand specializing in high-quality golf bags, accessories, and apparel primarily for men. Launched four years ago, the company caters to entrepreneurs in their 30s and 40s who are passionate about golf and family life. Jessica describes the brand’s vision as both luxurious and wholesome, appealing to men who enjoy bringing their families to the golf course. One of their standout products, the magnetic towel, became an overnight success due to its patented design and durability, and the brand continues to expand its offerings with performance collections planned for the coming year.
Learn more: Ghost Golf
Jennifer Clyde, Fore All Club
Jennifer Clyde, Co-founder at Fore All Club, believes that a key differentiator for success in e-commerce is creating a website that is more than just a product-focused shopping platform. She aims to cultivate a lifestyle destination that offers a blog and content to complement the products. As the business grows, keeping the website’s design fresh and product availability up-to-date presents ongoing challenges.
Fore All is a women’s apparel brand that started in the golf industry but is expanding into other markets. Jennifer and her co-founder Michelle Money launched the company because they wanted to learn how to play golf. They found that sharing their journey on social media helped them organically build a community of women interested in the sport. The company began hosting events and discovered a demand from new and experienced players, especially those seeking a sense of community. Checkered pants, golf bags, and head covers are some of their most popular products. The vintage-inspired brand has been surprised by the demand for checkered patterns. The brand has also received a lot of interest from men and is considering expanding into a men’s line.
Learn more: Jennifer Clyde on LinkedIn, Fore All Club