Tyler Mycoskie, one of the founders of Toms Shoes, launched MyGolfClub.com, a “first-of-its-kind” membership-based platform that gives golfers direct access to premium equipment at discount pricing, with the goal of eliminating retail markups.
“Golf should be accessible. Period,” Mycoskie, whose brother Blake steered the launch of Toms Shoes in 2006, said in a press release. “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.”
The business builds on Dollar Driver Club — a $30-a-month subscription business Mycoskie founded in 2017 — that offered members the opportunity to try out, and potentially purchase, a new driver with membership fees going toward the purchase price. The Dollar Driver Club website now sends visitors to MyGolfClub.com.
MyGolfClub.com appears to be a better deal, offering membership for an annual fee of $179.88, equaling $14.99 a month.
Among MyGolfClub’s promised benefits:
“Insider pricing” that offers savings of up to 50% on gear from leading golf brands. MyGolfClub.com claims the cost of membership is often recouped with the first order.
A trade-in program “to upgrade affordably and efficiently.”
Full access to the Dollar Driver Club, as well as monthly perks and giveaways.
Access to human customer service agents.
Free shipping on every order, with no minimums.
The site appears to be securing top-tier brands with its launch page promising “deals” from a number of coveted golf clubs, including the Titleist Vokey SM10 wedge, Taylormade P790 irons, and L.A.B. OZ.1 insert putter. Members can also purchase balls, apparel, launch monitors, and other gear as well as a GHIN (Golf Handicap and Information Network) handicap.
Golf Business No Stranger to Subscription Boxes
The golf industry has a wide range of subscription boxes, such as Mullybox, Short Par 4, and Inside the Leather, but much of those are focused on exploring apparel style and accessory options. MyGolfClub appears to be the only one largely focused on clubs.
However, the primary membership benefit of earning discounts on major brands more closely aligns with the Amazon or Costco subscription model built around savings.
Subscriber-driven membership models have seen a shakeout in recent years with Stitchfix, Rent the Runway, Blue Apron, and Birchbox among those having to reinvent their approach — and numerous others shuttering.
Are Consumers Fed Up With Subscription Services as a Whole?
Consumers are also experiencing fatigue in recent years over subscription services that also include video platforms such as Netflix, Disney+ and Apple TV+, Spotify, and monthly gym memberships.
A survey of U.S. adults taken in June from MarketWatch Guides found 40% of had canceled a subscription service within the past 12 month, although the most common service canceled was video streaming, cited by 54.5%; followed by music streaming services, 22.9%; and shopping platforms, 15%.
