Opinion & Analysis
Want to start a golf business? Here’s some advice
So, you love golf. If you’re a GolfWRXer, that goes without saying. And perhaps, like many golfers, you’ve thought about making your passion your profession.
No, this isn’t a discussion of the merits of the PGA’s PGM Program, but rather, it’s our attempt to provide valuable information and context if you’re considering starting a golf-related business.
For help in this endeavor, we talked to folks who invest in, buy, and build companies in the golf industry: Evan Roosevelt and Matthew Erley, both Managing Partners, at Old Tom Capital.
The duo describes Old Tom Capital as “an investment firm narrowly focused on the golf industry with a wide perspective around investing across all stages of companies.”
They also operate the private investment group, Old Tom Venture Club, which offers accredited investors early-stage investment opportunities in the golf industry.
Check out GolfWRX’s full conversation below.
GolfWRX: Many golfers have sketched an idea for a training aid on a napkin or conceived of some innovation that could change the game. Similarly, plenty of golf-adjacent businesses seem to come and go. Before getting into specifics, can you speak to the paths to success, and maybe point out a couple of companies who are doing well with and without investment?
Roosevelt & Erley: Certainly! While golf is a unique industry to build in, the foundational paths to success, especially for startups and innovators, are no different than building in any other category. They involve a solid understanding of the market, a unique value proposition, and the ability to execute and find a path to scale.
There is inherent risk to building in golf in that the category is sexy and fun, which isn’t a bad thing, but founders need to think critically about what they are building and if there is truly a market opportunity. What we would call the “golf goggles” problem is a very real thing and passionate golfers turned founders need to constantly decouple their passion for the game to ensure that what they are working on has the potential to be a sustainable business.
As investors, we see a dozen or so pitches a week and one of the most common mistakes is founders who have a solution looking for a problem. Founders need to validate their ideas outside of a core group of family, friends, and fellow playing partners, who will typically provide positive feedback on anything.
Does the golf course need better technology to improve on-course delivery of food? Will enough players adopt embedded sensors in their clubs to track data? Will a 10K square foot simulator bar survive in your market? The answer to all these questions may be yes, but there is a deep level of validation required to move forward that we would always recommend.
Companies like Arccos Golf and SuperSpeed Golf are great examples of successful ventures in the golf industry. Each has taken a different path. Arccos, known for its advanced golf analytics and shot-tracking systems, leveraged data to enhance player performance, attracting a mix of direct customers and B2B partnerships with equipment manufacturers. After a lot of success and growth, they secured significant funding, helping them scale their technology and outreach.
On the other hand, SuperSpeed Golf, known for its swing speed training system, started with a more grassroots approach. They focused heavily on product quality and customer education, building credibility through endorsements from professionals and strong online content. SuperSpeed Golf’s growth came from reinvesting profits rather than relying heavily on external capital, which allowed them to maintain control over their brand and business direction.
Raising capital is certainly not the only path to success and oftentimes it can be detrimental to a business. We recommend first focusing on market validation and growth, even at a small level, before considering funding.
GolfWRX: At GolfWRX, we see start-up equipment manufacturers come and go. It’s a difficult space with thin margins, whether you’re a custom putter manufacturer or selling starter sets at attractive prices. I know from our previous conversations, you don’t think it’s a model that’s particularly ripe for investment. Can you speak to why that is and what growth and success look like for these companies?
R&E: The equipment manufacturing space in golf is challenging, primarily due to high production costs, thin margins, and the need for significant brand recognition. Many new entrants struggle to achieve the scale required to be profitable and spend a great deal of cash along the way, as established brands dominate market share and benefit from economies of scale.
From an investment perspective, the capital-intensive nature of equipment manufacturing, coupled with the need for extensive marketing to build brand awareness, makes it less attractive to us as investors. The returns are typically not commensurate with the risks involved to fund a startup. However, there are exceptions, particularly if a company can differentiate itself significantly—be it through unique technology, materials, or customization options.
As mentioned earlier, our recommendation is always to start within a niche customer segment, build profitably, and then decide whether scaling makes sense. There are a ton of opportunities to build solid businesses in equipment, but we are not bullish on startup brands having the ability to challenge the incumbents in golf.
Growth and success in this space often come from focusing on niche markets or innovative products that offer clear advantages over existing options. For instance, companies like Swag Golf have found success by offering high-end, precision-milled putters with a focus on niche branding and building a focused community. They’ve built a loyal following and positioned themselves as a premium brand, which allows them to maintain healthier margins.
GolfWRX: I’d just like to establish some context here. Can you speak to what’s going on in the “business of golf” world broadly? What has changed (and what has not) since the pandemic?
R&E: The golf industry has obviously experienced notable shifts since the pandemic. The pandemic was a catalyst that increased equipment sales, tee times, and overall interest in the game. But, the most important change in the game started nearly 10 years before that, with the rise of off-course entertainment, giving the “golf curious” consumer new entry points into the game.
This new wave of golfers have had a much lower barrier of entry into golf, and a less intimidating path to play the game. That trend, along with the rise of golf technology, has driven new demographics into the sport, including younger players who are more tech-savvy and diverse in their interests.
These evolutions in the game of golf are profound for operators and founders building businesses inside of golf because they open up the aperture of potential customers and provide opportunity outside of traditional green-grass. Many of the next big golf companies are being built today on the backs of technology and the golf curious consumer.
Take a company like Dryvebox, one of our investments at Old Tom, who build mobile golf simulators that are used for corporate events, birthday parties, sponsor activations, etc. They have so much scale available to them due to how they have positioned their business in the golf entertainment space. Or another one of our portfolio companies, TMRW Sports, with the launch of their indoor golf league, TGL, which is positioned to bring golf to a more mass audience of viewers outside of the traditional tours.
Traditional golf is also healthy, but it’s now a more narrow segment of a growing category where “golf” can be so much more. That screams opportunity for us as investors, which is why we are spending more of our dollars in these high-growth segments of the game.
GolfWRX: Taking this further, looking into your crystal ball, what’s next, five years, 10 years down the road?
R&E: Looking ahead, the next five to ten years in golf will likely see continued integration of technology, both on and off the course, as well as new formats of the game to take advantage of the golf curious consumer and their path to enjoy the game.
We expect to see advancements in what we would term the “connected course,” with physical tech to monitor swings and ball tracking, better software connected to the phone, carts, pro shop, etc., as well as data for agronomy purposes, making the whole experience more integrated, fun, and compelling.
Another trend to watch is the evolution of golf’s audience and participant base. Efforts to make the sport more inclusive and accessible will likely intensify, with more initiatives aimed at attracting women, young people, and diverse groups who are underrepresented. This could lead to changes in how courses are designed and marketed, as well as how events and tournaments are organized.
Where does a player continue to experience golf and advance as a golfer after they leave a Top Golf, SIM, putting concept, etc.? We see a huge gap between off-course entertainment and on-course play. This is a big opportunity for founders to build businesses that can help the golf curious advance through the game.
Sustainability will also play a critical role. As environmental concerns continue to grow, golf courses and manufacturers will need to adopt more sustainable practices. This includes everything from water conservation and reducing chemical use on courses to exploring eco-friendly materials in equipment manufacturing.
GolfWRX: Getting down to the meat of our questions, what golf-related businesses does Old Tom feel are suitable for investment? Conversely, what areas are non-starters for you?
R&E: At Old Tom, we invest in great businesses run by great founders with an opportunity to scale and return capital. As mentioned earlier, a sustainable business model with a path to growth should always be the number one priority for founders, whether they are building inside or outside of golf.
From an investment perspective, we are most interested in golf-related businesses that can take a big chunk out of the industry and can scale to be $100M+ businesses. While it’s hard to say exactly what type of companies can do this, we tend to gravitate to the following: off-course entertainment, companies going after the golf curious consumer, software with broad product market fit, women’s golf, international golf (i.e new growth markets like India), agronomy tech, golf travel, and marketplace concepts.
On the other hand, businesses heavily reliant on traditional manufacturing, such as small-scale equipment makers, swing training aids, or apparel brands without a strong differentiator, are generally less attractive. The high production costs and competitive landscape make it difficult for these types of companies to scale profitably without significant capital investment and marketing spend.
Additionally, ventures solely focused on niche products without a clear path to broader market adoption may struggle to gain traction with investors. It’s essential to have a scalable business model and a plan for reaching a wider audience or integrating into larger ecosystems within the golf industry.
GolfWRX: For those who are brainstorming the next great golf business idea, what advice do you have? And for those who don’t plan to solely bootstrap and are looking to accelerate their growth with a capital infusion at some point, what do you say?
R&E: Our advice would be to start building. We see too many people at the idea stage, pitching concepts, looking for someone to sign an NDA to learn more, holding the cards close to their chest, and generally not creating enough progress and momentum.
The best way to build a company is to start working on it, find some level of traction and validation, and show a path and strategy to growth (even on a unit economic level). And you don’t need to leave your job, burn the ships, and be hand-to-mouth to build a company. Start small, build in public, and use the early validation to decide if you’re ready to make the leap to full-time.
For aspiring golf entrepreneurs, it’s crucial to start with a thorough understanding of the market and your target audience. Identify a specific problem or need within the golfing community that your product or service can address. This could be anything from improving performance, enhancing convenience, or making the game more accessible to new demographics. And then validate, validate, validate. Don’t make assumptions and don’t only trust the opinions of the people around you.
When seeking capital, prepare a comprehensive business plan that outlines what you have done and where you are going. We need to see the opportunity to scale and a believable path to growth. Demonstrating a clear path to profitability and scalability is key to attracting investors. We also want to see momentum. Even if it’s at a small scale, that can be enough for investors. And if you’re going to raise money, investors need to believe that you have a path to get large and take a big chunk of revenue in the golf market.
Club Junkie
Tour Edge Exotics mini driver review + TaylorMade Spider ZT Max first look – Club Junkie
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.
Opinion & Analysis
AVL: We’re talking about practice! My best tips for taking your game to the course
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.
Equipment
Seoul Sensibilities: Is Korean golf fashion starting to shape the world?
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.
