Explain how Golf Redefined works?
Very simply, Golf Redefined is “Netflix” for golf drivers. We’ve taken an existing business model - the DVD rental model - and applied it to golf. What we offer people is the opportunity to choose a driver of their choice from our website (www.golfredefined.com), which we then ship to them to play with for a week, a month, six months - as long as they’re a member with us they can hold onto it for as long as they want. When they want to swap it for another model, they pop the driver back in its box, ship it back to us free of charge and we then send them the next model that they’ve selected.
What’s the philosophy behind the company?
We’re all about flexibility, which you don’t have when you go out and spend US$400 (approximately HK$3,100) on a driver from a store. What if that driver doesn’t suit you as well as you thought it might? What happens when newer models are introduced with even better technology? You’re stuck, and that is costly. With Golf Redefined you have the ability to play with the latest models whenever you want. Our quarterly and monthly subscriptions over far better value - and you’ll never be left behind by technology.
Tell us about your membership plans …
We have three different membership plans. Our Hole-in-One plan is a premium package that costs US$99.95 a quarter and it gives you priority access to the latest drivers. Our Eagle plan is similar but offers a bit more flexibility because it’s a monthly package. That’s US$39.95 and it’s a great choice for those who can’t play golf year-round. Our Birdie plan, which costs US$24.95 per month or US$69.95 per quarter, is also a great package but you won’t be able to select the very latest drivers. You’ll be getting to choose from last year’s models.
What products do you currently have in your inventory?
We have all the latest drivers - clubs from the past two or three years - from the top eight manufacturers - PING, TaylorMade, Titleist, Callaway and so on. Our relationship with the brands is very good. We offer each model - we have over 40 in total - in multiple lofts and either regular or stiff shafts.
Can you rent more than one driver at a time?
Not under our membership option. Right now we only allow one driver out at a time. That being said we do have a rental only option, separate from our membership offerings, on our website, so you can rent as many drivers as you want for two weeks before returning them.
What happens if a club is returned damaged?
Of course we expect normal wear and tear - scuff marks and scratches aren’t an issue at all. It would be a different situation if the club was returned in two parts, but that hasn’t happened - yet! We inspect every driver when it comes back. If it is in mint condition then it goes back out. If not, we offload in onto the second-hand market, which in the States is very liquid.
What’s next for Golf Redefined?
At the moment we only do right-handed men’s drivers. The next step is scaling up to include left-handed and women’s clubs. The driver is by far the most popular club that golfers change, but we’re looking at adding putters and maybe wedges in the future.
Would you look to take Golf Redefined to other markets - Asia, for instance?
Not right now. The immediate aim is to continue to grow the business within America, but we certainly wouldn’t rule out Asia, especially if the interest is there.
For investment opportunities in Golf Redefined write to golfredefined@hkgolfer.com
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