Toms Shoes founder Tyler Mycoskie debuts golf gear membership service
A veteran digital retail entrepreneur is launching a membership-based retail platform for golfers.
Tyler Mycoskie, founder of Toms Shoes, is rolling out MyGolfClub.com, which he says is a first-of-its-kind membership-based retail platform specifically dedicated to golf gear. The new platform provides golfers direct access to premium equipment at discount pricing, with the goal of eliminating retail markups and opening the game to new players.
"Golf should be accessible. Period," said Mycoskie. "For too long, the price of quality equipment has been a barrier. MyGolfClub.com is here to change that. No more inflated prices, no middlemen, just a smarter, fairer way to buy golf gear."
MyGolfClub.com sells products including golf clubs, balls, apparel, launch monitors, and a United States Golf Association-recognized handicap, with an annual membership fee of $179.88.
According to the retailer, members may be able to recoup their fee with savings generated from their first order. Membership perks include:
- Equipment trade-in program.
- Full access to the Dollar Driver Club membership-based golf club testing and purchasing platform, with monthly perks and giveaways.
- Personalized customer service with human agents.
- Free shipping on every order with no minimums.
"The golf retail model hasn't changed in decades," said Mycoskie. "We're not here to follow the rules but to rewrite them. MyGolfClub.com puts the player first."
Mycoskie is introducing a program based on discount golf equipment purchases as market signals indicate the appeal of golf is spreading beyond its traditionally more affluent demographic base.
In a recent interview with Chain Store Age, Jill Thomas, chief marketing officer of PGA Tour Superstore, said golf’s demographics have become much younger and more diverse since the COVID-19 pandemic and the retailer does not focus on opening new stores in affluent neighborhoods.
Toms Shoes mixes retail with charity
Introduced as a digitally native e-commerce retailer in 2006 with its first brick-and-mortar store opening in 2012, Toms Shoes matches every shoe purchase with a donation to a child in need, and gives glasses, medical treatment and/or sight-saving surgery with each purchase of eyewear. Mycoskie sold his remaining ownership stake in Toms Shoes to Jefferies Financial Group Inc, Nexus Capital Management LP and Brookfield Asset Management Inc. in December 2019.
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