Sub 70 Golf: Growing Pains In The Post COVID World | MyGolfSpy


Like every OEM, Sub 70 Golf is between a rock and a tough place as this COVID nightmare slowly winds down. The corporate has been using the tidal wave of golf-mania for the previous 12 months, posting document gross sales numbers seemingly each month.

That’s the excellent news.

The unhealthy information? Surprising fast development can flip the Area of Alternative right into a Area of Landmines fairly rapidly. The massive guys, just like the Callaways and Titleists, can afford to stumble over a mine occasionally and nonetheless make it to the opposite facet. However for small outfits like Sub 70 Golf, one false step can flip a increase right into a bust very quickly flat.

So how is Sub 70 Golf navigating its method via the concurrent minefields of exploding demand and world provide chain chaos?

With equal components chutzpah and heedfulness.

“Good Issues To Have …”

One enterprise truism, no matter {industry}, is “do not have a supply drawback.” If a buyer desires one thing and also you don’t have it, she or he will purchase it from somebody who does.

“Our No. 1 precedence is that our golf equipment carry out,” says Sub 70 Advertising Director Jay Armour. “However No. 2 is offering a greater buyer expertise and buying expertise. We need to ensure we’re taking good care of each single buyer the perfect we are able to.”

Armour says Sub 70’s enterprise has grown roughly fivefold since this time final 12 months. However in a basic case of being hoisted by one’s personal petard, that development has introduced with it a number of challenges.

“Some points we’ve had are literally good issues to have,” says Armour. “The obvious is staffing.”

Sub 70 Golf

If customer support is the rock upon which Sub 70 Golf is constructed, then proprietor Jason Hiland is its Saint Peter. Hiland was been recognized to routinely reply textual content, e-mail or cellphone inquiries personally, typically properly after enterprise hours. However that stage of service is unsustainable with out reinforcements.

“Over the previous 12 months, we’ve doubled our customer support employees,” says Armour. “We doubled our club-building employees and we’re hiring extra individuals to supervise operations.”

Altering Client Expectations

The pandemic is resulting in many modifications in each buyer behaviors and enterprise practices. One main change, based on a latest report, is that customers expect a lot increased levels of customer support right this moment than they did pre-COVID. It’s changing into an around-the-clock expectation.

“We’re placing a severe premium on persevering with the identical ranges of service we at all times have,” says Armour. “Now we have extra individuals manning the telephones. Now we have extra individuals answering emails and answering on-line chat messages and social media messages.”

Responding to buyer inquiries is one a part of the battle however so is getting orders out the door. Keep in mind that enterprise truism we talked about? A stable product at a candy value is nice however not if you happen to can’t get it in an inexpensive period of time.

Sub 70 Golf

“A 12 months in the past, we had a five-to-seven-day turnaround time,” Armour says. “Proper now, we’re at 14 to 17 enterprise days. That’s nonetheless excellent for the {industry} contemplating all the pieces we do is customized constructed. We don’t have something right here that’s stock-build in a field able to ship. Every little thing is constructed one membership at a time.”

As talked about, Sub 70 Golf has doubled its club-building employees. As well as, the meeting space has expanded and the corporate has purchased extra equipment and supplies to maintain lead occasions beneath management.

“It’s simply scaling our enterprise and we’re investing in that,” says Armour. “There have been discussions about constructing or shopping for one other facility only for membership constructing. We’re rising at a fantastic charge so it’s only a matter of doing what we have to do to maintain shifting ahead.”

Sub 70 Golf

Sub 70 Golf Versus The World Provide Chain

Kindly put, the worldwide provide chain proper now could be, uhhh, pressured. Not so kindly, it’s just about FUBAR’d. It’s a mixture of unprecedented demand for sure merchandise in the course of the COVID lockdown with worldwide uncooked materials shortages with large bottlenecks on the world’s main seaports with a world shortage of delivery containers.

Industries worldwide are dealing with shortages of microchips, urethane, polyurethane (and plastics generally), epoxy, even sand. COVID lockdowns final 12 months induced inventories to drop. Since then, a mixture of disasters each pure and man-made and different logistical nightmares are slowing all the pieces method down.

The ports of Lengthy Seaside, Los Angeles and Oakland have been backlogged for many of the spring. At occasions, as many as 40 freighters can be ready off the coast for a dock to open up. Whereas that backlog is easing considerably, the following bottleneck can be railroad congestion.

“We elevated our clubhead orders method forward of time as a result of lead occasions have been so lengthy,” explains Armour. “We’ve needed to begin pondering six to 12 months down the highway to verify we had product within the pipeline. However there’s solely a lot you are able to do to get stuff within the constructing.”

Sourcing ancillary requirements like grips and shafts has additionally been a problem.

“If Golf Satisfaction was going to run low on Tour Velvets, we determined we higher speak to Lamkin or Winn to verify now we have choices,” says Armour. “We’ve had that subject provide you with shafts, too. We’ll gladly let individuals improve for no price if we’re out of their particular shaft. If it’s a comparable shaft we’d usually cost $10 a membership to improve, we’ll put it in at no cost if it’s the closest choice and we’re out of stock.”


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Final Canine At The Bowl?

You may assume since Sub 70 is a Yorkshire Terrier in an {industry} of Nice Danes, it’d be left begging for scraps after the massive canines have had their fill. Armour says that hasn’t been the case in any respect.

“Our homeowners have been on this enterprise for 25 years, going again to Diamond Tour Golf,” he explains. “They’ve stable relationships with True Mood, KBS, Golf Satisfaction and all the key shaft, grip and provide producers. They’re on a first-name foundation with the execs at these corporations.”

As well as, being small on this case does have its benefits.

“We might not want 5,000 S300 shafts,” says Armour. “However it is likely to be simpler for True Mood to satisfy an order of 500 right here or 1,000 there. We’re smaller and we generally is a bit extra nimble. We will order 500 at a time and be capable to fulfill our orders. But when a bigger firm can solely get 500, it won’t be sufficient for them so it will probably trigger extra vital delays for them than it does for us.”

So once more, we return to that enterprise truism: Don’t have supply issues. Many components of the nation have perhaps a six-month golf season. An eight-week lead time may imply one-third of the season is gone earlier than you get your new sticks.

“Persons are enthusiastic about golf and there’s a time sensitivity to it,” Amour says. “When individuals spend their hard-earned cash with you on their ardour, you need to positively do what it’s important to to get them their product as rapidly as attainable.

“This 12 months been a problem, little question about it. However industry-wide, I’d say we’re doing a reasonably good job of constructing individuals comfortable and getting them what they want.”

Rounding Out The Line

You might have seen Sub 70 Golf has just lately added attire to its lineup. Armour’s brother Ryan is heading up that finish of the enterprise and it’s following the Sub 70 blueprint to the letter.

“We need to present tremendous high-end stuff and never cost wherever close to what different corporations are charging,” says Armour. “I do know Ryan had conversations with one materials provider they usually requested what he was planning to cost for polos. Ryan informed them they usually stated, ‘No, you may’t try this.’”

The provider defined different corporations had been charging $80 to $100 for a polo shirt constructed from that very same materials, in order that’s the market charge. However, says Armour, that isn’t how Sub 70 Golf rolls.

“We don’t need to promote $80 or $100 polos,” he says. “We would like a tremendous polo at a good value that individuals are enthusiastic about. It’s the identical as our golf equipment. Reduce out a number of bills, don’t trouble with retail, keep out of professional retailers and don’t cope with distribution.”

As of proper now, the Sub 70 Golf attire line options T-shirts, hoodies, hats and visors. Polos and quarter-zips are due this summer season. Not for nothing, when Sub 70 positioned their order, the quoted lead time was a minimal of six months.

Sub 70 Golf: Small Fish, Large Pond

The COVID aftereffects will proceed to linger. We’re undecided how the worldwide urethane and total plastic resin points will have an effect on golf ball manufacturing. Epoxy and graphite shortages don’t bode properly, both.

Of their latest Q1 monetary stories, each Callaway and Acushnet cited the worldwide provide chain problem as potential threats to continued development. If you happen to can’t get provides, you may’t make stuff. And if you happen to can’t make stuff, you may’t ship stuff.

In the end, if you happen to can’t ship stuff, you might have a supply drawback. And customers don’t like supply issues, irrespective of the explanation. On this case, the small fish within the huge pond might very properly have the benefit.

“We get messages on a regular basis from individuals about their orders,” says Armour. “We’ll gladly discover out the place it’s within the queue and inform them the place it’s.

“Look, issues are going to occur. You’re at all times going to need to cope with stuff you didn’t see coming. However that’s simply enterprise. If issues are rising and going properly, you simply need to carry on high of it.”

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