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What does GolfTEC understand that most instructors don’t?

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Right now, GolfTEC is dominating the instruction market. Last year, the company had nearly $100 million in sales, and it now controls 25 percent of the golf lesson industry.

A big reason for their success can be explained by their structure:

  1. GolfTEC advertises to golfers online.
  2. Golfers learn about what GolfTEC does on its website.
  3. Golfers schedule and pay for lessons on GolfTEC’s website.

The structure allows GolfTEC instructors to do what they do best — give lessons — while GolfTEC invests into growing its business. 

GolfTEC has proven what works to dominate the market, and there is a lot to be learned for golf instructors who have their own teaching businesses. Even if you don’t see GolfTEC as your competitor, it’s clear that they didn’t become a force in the industry by accident. Implementing GolfTEC’s methods in your business can in many cases help golf instructors accomplish their goals much faster and easier than they might have otherwise. 

The Changing Consumer

the changing consumer

GolfTEC understands where golfers are and how to reach them. The company knows that consumers want to research, schedule lessons and checkout right from their computer or mobile device. And right now, 85 percent of consumers research a business online before committing to any kind purchase. 

Things were far simpler 10 years ago. Instructors didn’t have to worry about having a website that sells, being active on social media, running advertisements, or finding ways to reach more customers online. But now they do, because golfers are going digital, and that’s even if you rely on word of mouth.

In today’s world, being online is seen as a necessity. But before diving into the web, you should ask yourself, “Why does it matter?” Well, because when you do it right, it works.

Picture an online system that gets new customers in the door and allows them to book a lesson online. Wouldn’t that free up more time for you so you can focus on learning and teaching. Sounds great, right?

Don’t see getting online as a chore. Instead, see it as way to dramatically improve how you do business. You’ll spend less time selling, scheduling, and managing, and more time with your clients.

In a Golfer’s Shoes

Let’s think about this from a golfer’s perspective. Let’s say you’re a golfer looking for golf lessons, and you don’t know any instructors. More likely than not, you turn to Google as most of us do anytime we need to find something.

This is exactly what golfers are doing today. In fact, the PGA has seen a 43 percent year-over-year increase of millennials (golfers ages 20-34) searching for golf online. They expect to go to your website, learn about you, read reviews, and schedule a lesson. Surprisingly, very few instructors are taking advantage of this very natural behavior.

Let’s compare what GolfTEC is doing vs. the average golf instructor. Here’s a simple breakdown. 

GolfTEC

  • Shows up across Google for any search terms related to golf lessons.
  • Uses smart, online advertising across the web.
  • Has a website that builds trust and sells its benefits to golfers.
  • Conveniently allows golfers to schedule and pay for lessons on its website.
  • Engages with customers after they book a lesson through email marketing and social media.

Most Golf Instructors

  • Are not visible on Google Search results related to golf lessons.
  • Rely primarily on word of mouth and print advertising.
  • Don’t have a personal website (only 3 percent of instructors do).
  • Are not building trust with potential customers online.
  • Require golfers to pick up the phone or write an email to book a lesson.
  • Accept payment by cash or check.
  • Are not engaging current or past customers online.

Now, we’ve seen what makes the difference. If you are an instructor, the question becomes: what will you do about it? We’re sitting at a turning point for the future success of your golf lesson business. Consumers will continue to move online. The golf instructors that meet them there will thrive.

To learn more about my company that helps golf instructors get online, click here.

Derek Larson is a student at Northwestern and the co-founder of Dotbound. His goal is to help golf instructors take advantage of the web to run their business more effectively, and recently wrote an eBook about it. Derek is an avid golfer and traveler.

25 Comments

25 Comments

  1. Someone

    May 22, 2017 at 10:38 pm

    This article is garbage. Title misleads thinking that it was going to explain how golftec is somehow better at improving your game over golf pros. Instead it’s about business? This is a GOLF site…not a damn forbes “how we made our millions” business column. I could give two craps about golftecs advertising or how they reach their customers. What I do care about is the service that golftec offers and how good it is compared to other pros and instructors. What a HUGE waste of time…article is worthless to golfers that actually want to know about GOLF, not the “business” of golf. Has GOLFWRX lost its direction? Do they let anyone write now? Geez…where is the quality control…

  2. Jim

    May 22, 2017 at 6:12 pm

    I have to admit they were very honest about the commitment needed by the client and the time it would take to make various was longer for some issues than others.

    We were never told to lie or sell quick fixes… quite the contrary, to explain WHY it will probably take 40 weeks or even a full year to make these changes and habe them

    • Jim

      May 22, 2017 at 6:21 pm

      …it ate half the comment…

      And HAVE THEM take hold on the course, which any real instructor knows is true if say a solid 18 decides he wants to do this, and get to a 7 or 8…

      It’s the “quality & experience” of the instructors that’s BS. Sure, folks get better with time, and learn from the more experienced ones at the center they’ll go to, but I had 2 cats in my 10 person GT ‘U’ class that had virtually NO lesson experience AT ALL, and 2 who had done ‘ a few lessons’ or the jr clinic… they don’t care WHAT’s actually taught – as long as they use people’s biomeasurements and get them into ‘positions’…

    • Jim

      May 23, 2017 at 1:59 am

      They were selling franchises – which is what I was interested in. Great national exposure, net presence etc.

      I would’ve MOST DEFINITELY RUN IT MY WAY, and hired & trained my staff personally but they aren’t looking to bounce. They believe, and they have significant $$$ invested.

      They’re just total users, dishonest, and have NO quality control other than occasional ‘peer reviews’ where coaches are periodically supposed to randomly review the lesson recap a client recieves and rate it….

      I’m offended anytime I see any promo for them, as the skeleton is definitely there to actually be really good. And there are indeed good coaches in there…but it is NO WAY honorable, honest or consistent….

      A shame…

    • TeeBone

      May 24, 2017 at 5:18 pm

      GolfTEC’s been around for over 15 years, and last year was their best ever. Pay attention. Your rambling, incoherent posts make no sense. The only consistency is your negativity towards any instruction that doesn’t conform to your schizophrenic system. You’re clearly not a professional instructor, so stop acting as though you you have any idea what the hell you’re talking about.

      • Jim

        Jun 2, 2017 at 10:44 am

        Obviously you can’t read. Nothing to do with disagreeing with any ‘system’. Actually agree with them on the fact there are no quick fixes and they are honest about that.

        Their boiler room complete disregard for their pros and complete lack of any instructional belief ot other than to contort every body type into the same positions. … bite me

        • stephenf

          Jun 2, 2017 at 5:15 pm

          If I understood your earlier comments, you’re a PGA member. Is that right? I’m just getting at the “clearly not a professional instructor” allegation.

          Either way, I don’t see the point in worrying about someone who thinks 15 years in the business and a great year last year are proof of good business practices and good golf instruction. Just dumb.

  3. Chris Cruz

    May 22, 2017 at 4:32 pm

    Derek,
    If you are reading the comments to this article, I commend you, your insight, and initiative. I own a small web production and strategy shop, and I think your assessments are correct.

    The only feedback I would give is that the headline is a bit misleading and polarizing. The polarizing part is good to a degree, but not when it misleads the user from content they would expect to see when they click on the article. Or when it stirs up undesired predispositions in the user thats about to view your content. As this headline did.

    Many folks read the headline and the rest of your story didnt matter to them, they were too focused on a headline that reads positively for golf tec instruction which your story doesnt even really talk about.

    Something more accurate to description would be something like “How GolfTec’s Digital efforts attribute to their success and how you (the instructor) can benefit” Obviously thats too long I’m no copywriter. But you get the point, anyway, applaud you for your initiative even as a student, and just trying to provide some constructive feedback for you.

    However, I agree with other WRXers on this thread. Golf wrx doing all this advertorial is kind of a bummer, but i get it. It’s a business and you need revenue, still a bummer.

  4. Kenn

    May 22, 2017 at 12:36 pm

    Okay, after one lesson at GolfTec they isolate several swing faults that must be remedied. What happens next? Simply identifying your swing faults is surely not enough, and then practicing on your own is futile because you don’t know if you are doing the changes correctly. Must you return to GolfTec on a regular basis to check out what’s happening to your swing? How do you eliminate your swing faults after the Golftec session?

  5. Steve S

    May 22, 2017 at 8:47 am

    Basically this is a very nice ad for the author’s company Dotbound. The website states “We help teaching professionals sell more lessons while making life easier.”

    So another ad disguised as a legitimate article. GolfWRX should have charged him for the space.

  6. Judge Smells

    May 22, 2017 at 7:09 am

    The only difference is Golftec has more overhead costs than your local pro

  7. Alex Jackson

    May 21, 2017 at 9:31 am

    All you guys bashing GolfTec obviously didn’t read the article. It has nothing to do with their method/how they teach. The article is about how they market themselves and make it easy for the student to book and pay for lessons.

    • Greg

      May 21, 2017 at 10:39 am

      Exactly, the author (Derek) seems to be a very enterprising young man and I’m impressed with his insight and initiative. His premise of the trend does seem to be true base on the number of instructors we see that are taking advantage of websites, YouTube, online lessons, online memberships, blogs, forums, etc. Think of Shawn Clements, Clay Ballard, Monte, etc…etc. I would agree with Derek, that instructors not expanding their marketing/product to fully use the “internet” run the risk of being marginalized even if they do have a club (private or public). I’m not an instructor, but I fit the golfing consumer profile Derek described.

    • TR1PTIK

      May 22, 2017 at 12:10 pm

      Agreed. I don’t care for GolfTec’s instruction (based on reviews, I’ve never been), but I still enjoyed the article and thought it was completely relevant. The author wasn’t trying to sell anyone on anything. To sum it up, the article suggests that teaching pros could learn a thing or two about online presence from GolfTec (i.e. SEO, e-commerce, etc.). After reading, my first thought was to share with my course pro to pick his brain and suggest some new ways for him to generate business at his course.

  8. larry

    May 21, 2017 at 7:51 am

    Anyone going to golf tec is an absolute idiot, find a teaching pro at a private club there always the best.

    • setter02

      May 22, 2017 at 7:10 am

      About as solid a statement as can be said for someone who knows nothing, congrats!!! Very good blanket statement, you should feel proud of how hard it would be to pick this one apart…

    • Judge Smells

      May 22, 2017 at 1:13 pm

      I could not agree more, Golf is played outside on grass not inside on a computer screen

  9. Mat

    May 20, 2017 at 7:18 pm

    GolfTec is only doing one thing right. They are commoditising a business that had been traditionally attached to golf facilities. The rest of it is scale, and they’ve been able to build scale because they are not attached to single facilities.

    It doesn’t make the instruction any better; if anything, it makes it worse.

  10. Billy

    May 20, 2017 at 5:48 pm

    I visit golftec once. They got gc2 so I asked if they have hmt. Well.. the instructor didn’t even know what’s hmt

  11. Dat

    May 20, 2017 at 4:39 pm

    Golf tec singlehandedly ruined my swing for a month after I went for a free consult I won. Never again.

    • Mat

      May 20, 2017 at 7:21 pm

      Yep. They fit you into their one swing, on carpet. Having said that, they’re like half the instructors out there anyhow; they have “the book” on a swing, and try to get you to emulate it. They should be helping you find the most repeatable action for your body, but just as in equipment, distance sells. So the generic lesson gets the yardage number up as the main success metric. Not healthy.

  12. Caleb

    May 20, 2017 at 2:04 pm

    I’d take this a lot more seriously if there wasn’t a GolfTec ad right next to the article.

    • Zak Kozuchowski

      May 20, 2017 at 6:18 pm

      Caleb,

      That ad you’re seeing is a third-party ad based on your search history. GolfTEC is not a GolfWRX sponsor.

      • setter02

        May 20, 2017 at 9:54 pm

        And all the ads are ruining the site!

        • The dude

          May 23, 2017 at 4:54 am

          ….another one who doesn’t understand..

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Club Junkie

Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie

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On this episode of Club Junkie, I put the new Tour Edge Exotics Mini Driver to the test and break down the performance, forgiveness, distance, and where it fits compared to a traditional driver or strong fairway wood. If you have been curious about adding a mini driver to the bag, this one is worth a look.

I also dive into the new TaylorMade Spider ZT Max putter that was recently spotted and discuss the growing zero torque putter trend. Plus, there is a closer look at the new Project X Titan Yellow shaft showing up on the PGA Tour and what makes it different from other profiles currently out there.

 

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Opinion & Analysis

AVL: We’re talking about practice! My best tips for taking your game to the course

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With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game.

Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills.

While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice.

This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times.

Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy.

One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length. Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine.

It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season.

Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds.

Finding the right balance is something we’re all working on, one practice session at a time. With the beginning of June on the horizon and courses rounding into peak condition for the season, it’s time to hone the finer skills that often get rusty over the winter. More sunlight also means more time to get out on the course and work on your game. Whether it’s the practice green or the driving range, there’s always something to improve—whether you’re enjoying the fresh air or preparing for a weekend game or tournament. You can work on drills or freestyle around the green, and friendly competition is a great way to sharpen your skills. While there are endless ways to get better at golf, I’m going to focus on practicing around the green. Let’s take a look at a few things to keep in mind as we head into the summer months.

Drills

From the driving range to the practice green, it’s important to incorporate drills into your routine. Years ago, I spent a weekend working on my short game with James Sieckmann. He recommended doing drill work for 5–10 minutes, then returning to your main practice. This way, you create a balance between structured drills and real-world scenarios, so you’re not confined to “perfect” situations. For example, hitting the same three-foot putt over and over is good for repetition, but after a while, it becomes less interactive for your brain.

My approach is to use a putting trainer with a narrow gate for the ball to pass through, or simply place tees just outside the width of the ball. I’ll hit a series of four putts through the gate for three sets. Then, from a similar distance, I’ll hit four putts without the training aid and repeat that sequence three times. Next, I’ll hit a number of 15–25 foot putts in a random fashion, then circle back to repeat the short putt drills with and without the training aid.

This breaks up the rhythm of hitting short putts with the training aid. When you hit the same short putts over and over, it’s easy to get into a groove—which is great for the drill, but not reflective of actual course play. While finding a rhythm is fundamental for drills, I like to introduce variation with longer putts to keep things realistic.

Game Mode

Once you’ve established a foundation with drills, it’s time to simulate on-course scenarios. This is where a few practice games come in handy. One that I’ve been enjoying lately involves putting 10- to 15-footers with two balls. If I make the putt, great! If I miss, I pull the missed ball back a putter length.

Suddenly, that little tap-in becomes a nerve-wracking three-footer—at least at first. As you get better at this game, those three- and five-footers become much more comfortable and routine. It may sound cliché, but each shot is just what it is—it’s how we react that makes the difference. I like this game because it blends the pressure of on-course putting with the consequence of leaving yourself a much longer putt than usual.

Another game I like is one I recently learned from Brad Faxon. Place three tees in a line at four different locations around the hole: one at 3 feet, one at 6 feet, and one at 8 feet. The 3- and 6-foot putts count as par, and the 8-footer is for birdie.

This game keeps you focused on scoring and helps you get into a competitive mindset. You can even think about this putting game while you’re on the course. I just started playing it, and last week I couldn’t get better than two under par.

Competition

Competition during practice is when drills and games come to life, and you start to see results. For me, nothing beats a putting contest with a friend or two. In the right setting, these contests can become talking points for the whole season. Match play, a game of 21, or simply seeing who can make the most one-putts (with a small prize on the line) are all great ways to simulate real on-course pressure. Recently, I played in a putting contest where one competitor made back-to-back 30- and 50-foot putts. As they say, expect your opponent to make every putt—and he nearly did. That’s impressive, and it’s something you see on the course, too: you have to stay committed to your game plan, no matter what.

When it comes to practice, it’s important to blend feedback from recent rounds with the fundamentals you want to reinforce. Drills, games, and competition—from the driving range to the putting green—form the backbone of skills you’ll rely on during actual rounds. Finding the right balance is something we’re all working on, one practice session at a time.

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Equipment

Seoul Sensibilities: Is Korean golf fashion starting to shape the world?

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For Korean golfers, we always look forward to the last of the kkot-saem-chu-I for the true start of a new golf season. The term refers to a cold snap, but literally translates as “winter being jealous of the flowers beginning to bloom, thus lashing out one final time before surrendering to spring”.

A rather poetic mouthful packed into a short expression.

Koreans can be like that. Understated, yet oddly expressive at the same time. And nowhere is this more true on the golf course and in our golf bags. In fact, I suspect many Korean golfers look forward to new apparel and accessory drops more than they do actual equipment launches each year.

At this point, Korean golf fashion may exist on its own timeline. (courtesy of @seonbi_golfer)

There is ample evidence to support that suspicion. Korea is the world’s third-largest golf market behind the United States and Japan, yet its appetite for golf apparel exceeds that of both countries combined. Recent estimates suggest that Korea accounts for nearly 40 percent of the global golf apparel market, placing it among the world’s most influential golf fashion markets and punching well above its size.

Simply, we care deeply about how new golf clubs look and feel, but enjoy looking good while swinging them even more.

Golfers in the West may laugh and say that golf is played on a course, not a fashion runway. Perhaps. But what’s the harm in trying to look and feel good, if the added self-confidence can help actual performance? It certainly seems to have worked for Jason Day, who may have unlocked a new stats category: dormant strokes gained. Coincidence?

During the COVID-era, estimates placed the market near $9 billion, an astonishing figure for a single country.

As a proud member of Gen X, I’ve witnessed the highs and lows of golf fashion firsthand. The pleated trousers and wing-tipped shoes of Jack Nicklaus, the stylish plus-fours and knickers of Payne Stewart, the baggy black trousers and fitted mock-necks of Tiger Woods, and the thigh-hugging athletic tailoring of Rory McIlroy. Golf fashion, like the golf swing itself, has rarely stood still.

But nowhere have those trends shifted, evolved, and been scrutinized quite as relentlessly as in Korea. Here, golf fashion moves faster than fairway gossip, and consumers dissect brands with a level of discernment that can be both impressive and mildly terrifying. New brands are studied, judged, embraced, or dismissed with startling efficiency.

The result is a consumer base with one of the sharpest eyes for quality and authenticity anywhere in the world. It is difficult to quantify, but easy to recognize. Clean lines without trying too hard. Luxury mixed with utility. Trend awareness balanced by restraint and purpose.

It’s golf fashion shaped by one of the world’s most style-literate cities, something I like to call Seoul Sensibilities, referring to the taste level forged by a uniquely competitive environment.

And increasingly, global brands have noticed.

Many golf brands in Korea have their own flagship shops dedicated to apparel only

Titleist understood this years ago, when its apparel business in Korea took on a life of its own under new ownership and local direction. What had once been a straightforward extension of an iconic equipment giant became something sharper and more premium. By going all in on the serious Tour-player look (I couldn’t even fit into their XL sizes), Titleist struck the right chord with Korean consumers and helped its fledgling apparel business break into the mainstream. Titleist became a household name even for non-golfers who wore its caps, shirts, and windbreakers in daily life. In many ways, it proved that even heritage golf brands could carry real fashion credibility when viewed through a Korean lens.

Several years later, PXG took a page out of Titleist’s playbook and followed suit. Korean consumers helped transform the brand from one known largely for irons and loud commercials into something broader and more stylish. PXG apparel’s growth in Korea was explosive, where it found an early audience and turned the category into something more than mere logo merchandise. It is still hard to walk anywhere in Seoul without seeing its palindrome logo.

Malbon’s meteoric rise in the United States was genuine, but its ascent into a global golf lifestyle brand owes much to Korea, where it was elevated by a market already fluent in modern golf style. Korea did not simply embrace Malbon. It pressure-tested the concept, refined its appeal, and helped push it into the global spotlight.

As such, new brands may arrive from abroad, but more often than not, their sharpest evolution happens here. If a brand can earn credibility in Seoul, it’s deemed to have passed one of the toughest style audits in the game.

That is why the next meaningful chapter may not come from outside, but from a Korean brand moving in the opposite direction, carrying those Seoul Sensibilities outward as K-pop once did.

Play young Stay dope.

From Seoul, With Intent

Khalhon is a label that feels less like a trend-chasing newcomer and more like the product of a market that has already seen everything. Golfers here have long been surrounded by luxury logos, technical fabrics, and tour uniforms disguised as lifestyle wear and vice-versa. In other words, novelty alone rarely lasts here, and the Koreans seems to understand that instinctively.

Its style language leans into clean silhouettes, relaxed but tailored proportions, muted palettes, and premium materials that speak quietly but confidently. There is a modern city aesthetic running through it all, with strong layering pieces, thoughtful textures, and subtle branding that suggests sophistication rather than demanding attention.

“Built for the course. Designed beyond it.”

Most importantly, the garments seem designed to blur the line between golfwear and everyday style. Shirts, trousers, knitwear, and outer layers move comfortably between a game of screen golf, a lunch reservation, an airport gate, or an afternoon coffee in Gangnam with friends.

It raises the question of whether this is golfwear that happens to look good off the course, or everyday clothing that performs beautifully on the fairways.

Personally, I have long appreciated Nike Golf for its clean, athletic modernization of golf attire. It also has the useful side effect of making me look like a more serious golfer than I probably am. But off the course, there are times when being instantly identified as the golf guy in a crowd of non-golfers can feel a touch self-conscious.

“Built for the course. Designed beyond it.”

That is part of what drew me to Khalhon, which seemed to blend golf and everyday wear naturally. While some of the outfits may be slightly beyond my personal confidence level, the brand also offers tasteful options for older guys like me who still want to express a little personality without regretting the decision later.

These are not simply flashy outfits worn on the course and then banished to the closet until the next tee time. They work surprisingly well off the course too, and I suspect many of the pieces will still look right a couple of years from now, which would certainly be kinder to my wallet than most golf fashion trends tend to be.

And perhaps that broader lifestyle positioning also helps explain why someone like Sean Wotherspoon would find Khalhon creatively interesting in the first place.

“Built for the course. Designed beyond it.”

“Korea is not only one of the most fashion-forward golf markets in the world, but one of the most fashion-forward markets globally. Korea is ahead, and I love to watch and try to catch up.” – Sean Wotherspoon, Creative Director at Khalhon

Seoul and Beyond

If Khalhon’s rise says something about where Korean golf fashion is today, its relationship with Sean Wotherspoon says even more about where it is heading.

For readers less familiar with Sean Wotherspoon, his arrival at Khalhon is not some routine celebrity endorsement or influencer collaboration. In design and streetwear circles, Wotherspoon is regarded as one of the more influential creative voices of his generation, particularly when it comes to blending nostalgia, storytelling, and contemporary culture into products that people can connect with.

He first gained widespread attention through his now-famous Nike sneaker collaborations, where his vintage-inspired designs and instinct for color helped turn him into one of the defining artists of the late-2010s sneaker era. His work gradually expanded beyond footwear into apparel, automotive collaborations, collectibles, and broader lifestyle design.

Modern golf style now extends well beyond the fairways, where performance and functionality are largely expected by default. And while plenty of brands already make technically competent golfwear, Khalhon seems more focused on designing clothes people would genuinely want to wear even after the round ends.

And when guys at Wotherspoon’s level show genuine interest in working with a Korean golf brand as its new Creative Director, fashion circles tend to sit up and pay attention. There’s already a huge buzz among the fashion-conscious here about upcoming collabs with iconic sports stars and brands.

“My creative direction for Khalhon is disruptive, colorful, nostalgic, and modern. My goal is to blend these avenues seamlessly within each collection.” – Sean Wotherspoon

In chatting with Sean, what stood out most to me was how genuinely energized he sounded about the project itself. Despite having already worked across and countless other creative spaces, he described golf as a completely fresh category for him, saying that Khalhon “will be an amazing vehicle for my design work.”

At the same time, his enthusiasm seemed tied just as much to Korea itself. He spoke openly about admiring Korea’s fashion culture while repeatedly insisting he is still a terrible golfer.

There was something oddly refreshing about that humility. Rather than sounding like a celebrity parachuting into golf simply because the category suddenly became fashionable, Sean sounded genuinely curious about what Korea might do with the category next.

And perhaps that is what makes Khalhon feel interesting right now. The brand feels less like a trend-chaser and more like the natural result of a market now confident enough to export its own point of view.

For years, global brands came to Korea to sharpen their image against one of the most discerning audiences anywhere. Now, a Korean label appears ready to send those Seoul Sensibilities outward instead.

Which brings us back to kkot-saem-chu-i.

That final cold snap before spring always arrives with a reminder that seasons are changing, whether we notice it immediately or not. Golf fashion feels a little like that right now as well, as the old boundaries between sport, streetwear, luxury, and everyday style continue to soften.

And somewhere in Seoul, a Korean golf label already seems prepared for whatever season comes next. I just hope they have everything in my size.

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