This week, we talked to Dale Smedley and Shaun Trevillian, the entrepreneurs behind the golfing fashion brand Golf Gods.
The brand was originally conceived in 2014 as a side hustle with a $2,000 investment, Dale and Shaun packing orders in a shed. But the brand grew remarkably within ten years and is now a prominent brand in the golf industry. It has established a presence worldwide and a following especially among young golfers.
ISB: What motivated you to transform Golf Gods into what it is today, beyond its beginnings as a side-hustle?
DS: The journey of Golf Gods from a side hustle to a full-blown brand was all about passion and a bit of cheeky ambition. It all started when we noticed that Instagram was lacking in fun golf content. After some late-night chats over a couple of beers, we realised we could fill that gap and bring something fresh to the game. We were inspired not just to sell gear, but to build a community of golf lovers who enjoy the sport as much as we do. We wanted to create a vibe that’s all about having a laugh, making memories, and embracing the lifestyle that comes with golf.
ISB: How do you set out to make your products appealing to the Gen Z market which forms a significant part of your customer base?
ST: We focus on merging contemporary fashion with traditional golf apparel, creating a style that resonates with younger golfers. By prioritising trendsetting designs and individuality, we ensure our products reflect the unique identities of our customers both on and off the course. We also align with pop culture and leverage social media to build a vibrant community of young golfers who appreciate our laid-back, non-traditional approach (i.e. GolfHub, Gilmore). With over 25 per cent of our customer base aged 18-25 and significant growth in our youth-oriented apparel lines, it’s clear that this strategy is resonating with Gen Z.
ISB: How important are partnerships or collaborations with other brands in the growth of the business?
DS: Partnerships and collaborations help us reach new audiences and boost our visibility in ways we couldn’t do on our own. By teaming up with established brands, athletes and influencers in the golf world, we not only expand our reach but also bring fresh ideas and creativity to our products. Plus, working with respected names in the industry gives us more credibility and reinforces our position as a leader in modern golf fashion.
ISB: What drove you to bring the brand to overseas markets?
ST: We saw that our stylish, unconventional golf gear wasn’t just a hit in Australia; there was a real buzz around modernising golf fashion worldwide. By venturing into international markets, we wanted to reach more golfers who were looking for fresh, relatable designs that break away from the typical corporate vibe. Social media made it super easy to connect with potential fans around the globe, helping us build a community that vibes with our vision. Expanding internationally also allowed us to innovate and bring in diverse cultural influences, making our brand even richer.
ISB: What was the most challenging aspect of bringing Golf Gods to overseas markets and how did you overcome it?
DS: One of the biggest challenges we faced was figuring out the different tastes and preferences of golfers in other countries. What works in Australia doesn’t always hit the mark elsewhere, so we needed to really understand what local audiences were after. To tackle this, we did some research and connected with local communities through social media and events (i.e. Waste Management). That helped us get a better feel for what people wanted, allowing us to adjust our marketing and products to fit their vibe. Logistics and distribution were another hurdle. We worked on streamlining our supply chain and teamed up with reliable local distributors to make sure our customers had a smooth experience. By staying flexible and open to feedback, we turned those challenges into opportunities and found success in the international market.
ISB: What is next for Golf Gods in the next couple of years?
ST: We want to roll out more exciting product lines that capture the latest trends while staying true to our fun vibe. Connecting with the golf community is a big priority for us, so we’ll be engaging more online and at events to build those strong relationships. We’re also looking to dive into new international markets and collaborate with brands and influencers that share our passion for shaking up golf fashion. Plus, we’re committed to expanding our women’s range to cater to the growth of women’s golf. We’ve also just dropped our new podcast “Tee Baggers” talking about all things e-commerce, entrepreneurship and golf. Overall, we’re excited to keep pushing boundaries, celebrating golf as a laid-back and inclusive sport, and bringing our unique style to even more golfers around the world!
