A new startup in Chicago wants to be the "Harry's Razors" of golf clubs by bringing golfers quality clubs at more reasonable price points.
Stix Golf, founded in 2019 by Gabriel Coyne, is a direct-to-consumer golf club brand aimed at millennials that focuses on design and quality, without forcing golfers to break the bank. The startup's all-black, 12-piece set of clubs costs $799, allowing golfers to upgrade from their beginner set of clubs without having to spend thousands of dollars on a brand-name set, Coyne explained.
Conye said he launched the business out of his own frustration of shopping for high-priced clubs that, ultimately, didn't add much difference to his golf game.
"Basically, I could get a starter set for $250 or $400 that looks like a starter set, feels like a starter set," he said. "Everyone that sees me with it knows I’m rocking a starter set. But in order to avoid that I have to spend $2,500. It seems crazy that there's this massive price gap, when at the end of the day it's all metal on a stick to some extent."
Like Harry's, Casper Mattress, Warby Parker and other D2C brands before it, Stix aims to connect with shoppers who are looking for quality items without the markup. Stix, whose clubs are manufactured in China--where most golf clubs are made--keeps its price down by cutting out the retailer and spending less on research and development and celebrity endorsements, Coyne said.
Coyne added that while Stix's clubs are made with premium metals and up-to-date specs, the startup isn't concerned with over complicating its clubs with the latest technology, which the majority of casual golfers don't need.
"Fifty percent of golfers shoot over 100. Those guys are not going to benefit from some new hyper-tuned piece of science," he said.
The coronavirus pandemic paused Stix's official launch in the spring, but as states began to reopen and the popularity of golf skyrocketed with Americans searching for socially distanced activities in the summer months, Stix officially opened for business in September. The startup has raised $75,000 in outside funding to date, and plans to raise another $250,000 soon, Coyne said.
Coyne said Stix eventually plans to offer clubs tailored to women, but not in the way clubs have been typically marketed to women, with pink colors and feminine designs. Instead, Stix will offer a range of club heights and flexes to support different swing speeds, all in its sleek black design.
"We are proud to bring our unique approach to all players of the game," Coyne said.
