December 18, 2023 • 34 mins
In this week's episode, I interview my good friend Brixton Albert, the Founder and CEO of Performance Golf.
Performance Golf is the leading online golf instruction company that provides golfers of all levels with the tools and resources they need to take their game to the next level. They aim to help 1 million amateur golfers play the best golf of their lives and enjoy every minute.
Their library of video training courses features instruction from some of the world’s most prestigious golf instructors and tour pros, including Sir Nick Faldo, Hank Haney, Nick Bradley, Martin Chuck, and David Leadbetter. They also offer a variety of tailored resources to help golfers improve their game, including revolutionary physical products and an exclusive VIP coaching program featuring world-renowned pros.
Their founder, Brixton Albert, is a passionate leader committed to helping golfers improve their game. As a scratch golfer, he understands the challenges that golfers face when trying to get better and firmly believes that the best way to learn golf is from the best of the best. Under his leadership, Performance Golf has grown into one of the world's leading online golf instruction companies by consistently providing access to the highest quality instruction and resources available to experienced and novice golfers alike.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Today we play golf.
Speaker 2 (00:02):
Let me show you how we do it in the pros. Welcome
Speaker 1 (00:06):
To Behind the Golf Brand podcast.
Speaker 2 (00:08):
I never missed with the Seven Iron , a
Speaker 1 (00:09):
Conversation with some of the
Speaker 2 (00:11):
Most interesting innovators and entrepreneurs
behind the biggest names ingolf. My friends
Speaker 1 (00:16):
Were the golf clubs.
I lived on the golf course, Ilived on the driving range from
Pro Talk .
Speaker 2 (00:20):
You should learn something from each and every
single round you play in tofun, from
Speaker 1 (00:24):
On and off the green.
Speaker 2 (00:25):
Why
Speaker 1 (00:26):
Would you play golf if you don't play
Speaker 2 (00:27):
It for money? Just let me put the ball in a hole.
This
Speaker 1 (00:30):
Is Behind the Golf Brand podcast with Paul
Speaker 2 (00:33):
Libert tore .
Speaker 3 (00:35):
What's up guys?
Welcome to the Behind the GolfBrand podcast. This week I had
my good friend Brixton Albertform performance golf zone. I'm
super excited to have him onthe show. You guys have all
seen performance golf zone, allover the internet on YouTube.
It's everywhere. And Brixton isthe founder and I'm really
excited to talk to 'em likeabout performance golf zone,
where they're going, how theystarted, and like where, what
(00:57):
the future holds. So welcome tothe show.
Speaker 2 (00:59):
Yeah, thanks for having me, Paul. Looking
forward to chatting some golftoday.
Speaker 3 (01:02):
So where are you located right now?
Speaker 2 (01:04):
So I am based in Fort Lauderdale, Florida. You ,
I grew up in the northeast ,um, all about the warm winters.
Um, so moved down to FortLauderdale , um, about eight,
nine years ago now.
Speaker 3 (01:14):
So are you a professional golfer?
Speaker 2 (01:18):
I am not a professional. Um, but I am a,
I'm a scratch golfer.
Speaker 3 (01:23):
Are you? That's cool.
Speaker 2 (01:24):
I'm a scratch golfer. Yeah, I played , um,
played a lot of golf growingup. I'm happy to go into that
if you want to at some point .
Yeah.
Speaker 3 (01:30):
Like so who taught you how to golf? Like your dad
or your grandpa or what? Yourgrandma Yeah,
Speaker 2 (01:34):
I think my grandpa got me clubs when I was five.
Speaker 3 (01:36):
I ,
Speaker 2 (01:37):
I went to a golf camp once a year, 5, 6, 7, 8,
9. Never really got into it.
But then I saw Tiger Woods winthe Masters in 1997. Somehow I
had the TV on when I'm a 10year old kid. And I watched
that and I'm like, whoa, thisis cool. And I decided that day
, um, like probably a lot ofother kids that I'm gonna get
into golf. And , um, from 10on, I was just super serious ,
(02:00):
um,
Speaker 3 (02:00):
About trying to
Speaker 2 (02:01):
Get good, get good at this stuff .
Speaker 3 (02:03):
Yeah , I remember that match . I remember seeing
that in college and I was like,ho like that changed everything
when you I first saw it . I waslike, this is the future right
here, dude. Like I knew rightaway when I saw that. Yeah .
Speaker 2 (02:12):
I used to bring my golf clubs to school and it's
funny, like kids would make funof me, right? And then as Tiger
grew and got more popular in98, 99, 2000, it went from kids
making fun of you for playinggolf to like, whoa, I wanna
learn golf now. And it justlike, he, he transformed the
game and got so many people init and that, that was really
the big point for me , um, inmy , uh, golf life.
Speaker 3 (02:34):
Yeah. I also think too, like, I mean I was like,
I'm like his age. So it's likewhen you see somebody your age
like dominating and it's like,oh crap. Like you get super
excited 'cause you're like, oh,this game's changing forever
right now. Yeah. It's not likea bunch of old guys playing
golf
Speaker 2 (02:49):
And it was entertaining every weekend. I
mean, you're turning on golftournaments 20 weeks out of the
year. Like think of how manyweeks outta the year he was
providing entertainment forgolfers and, and playing at an
elite level. A level no one'sever seen before. I mean, I
remember as a kid being like,whoa, this isn't gonna last
forever, but whatever the heckI'm watching right now,
. It's pretty dang cool. Um,well let's try to enjoy this.
Speaker 3 (03:10):
So then did you like play in like high school and
like college or what?
Speaker 2 (03:14):
Yeah, I think the quick backstory is I started
seriously playing golf when Iwas 10. What does serious look
like? Uh, my dad would drop meoff at the golf course on his
way to work at six 30. He wouldpick me up at 4:00 PM and when
he would come to get me, like,I was upset. I I didn't wanna
leave. I mean , I , I justloved it. I was , um,
incredibly motivated. If youknow how there's some parents
(03:36):
out there that kind of pushyour kids, my parents had to
pull me away being like, Hey,like, you gotta chill out. Like
you're, you're getting too intothis. Um, so I was super
self-driven, played golf inhigh school, ended up getting a
division one golf scholarship.
Really?
Speaker 3 (03:51):
Um ,
Speaker 2 (03:51):
Crap . Yeah, I, I played a US amateur won a bunch
of, you know, I would say likepretty good, like local and
like state golf tournaments.
Um, and , um, yeah, had like a, a pretty decent golf career.
I , I wasn't like a greatdivision one golfer. I didn't
quite have the career I waslooking for, but it was a great
experience. Uh, played againsta lot of the guys that you ,
you see on tv and some of thosetournaments. I mean, obviously
(04:13):
they were better, but I waskind of like in the same, you
know, league
Speaker 3 (04:17):
League , yeah. Like you're , you can compete. Yeah.
You're competing, right?
Speaker 2 (04:20):
Yeah. And I wasn't like out there like, I mean, I
was in tournaments with thoseguys, but I mean, they were
better. But I mean, it was coolto kind of like see the, the
best of the best and know youwere within, you know, maybe
like a couple arms reach ofthem and , um, yeah, it was
super serious about golfgrowing up. I mean, just loved
the game and was just trying toget better all the time.
Speaker 3 (04:39):
So, where'd you go to school at?
Speaker 2 (04:41):
I went to Radford.
It's in the big southconference, so yeah .
Speaker 3 (04:44):
Yeah,
Speaker 2 (04:45):
I would play, like when I was a freshman, Dustin
Johnson was in that conference,you know , um, crazy. But it
was pretty cool to see , uh,people don't realize just how
good people are at that level.
If you get to college, you'rethe best player in your area
and you think you're prettygood, but you don't realize
that once you get there, likeeven college golf division one
golf, everyone was the bestplayer in their area and
(05:07):
everyone's really good. Um ,yeah ,
Speaker 3 (05:10):
The level, the playing field, you're like, and
then you really see like, who'sthe top 1% of the top 1%. Yeah.
Speaker 2 (05:16):
Like, I think one year on our team, like we were
maybe 70th ranked division onecollege golf team outta three
teams. Like one year we had oneguy, like finished second in
the Virginia State amateur,another guy Monday qualified
for APGA tour event. Anotherguy, two other guys qualified
for the US amateur. You know,like a lot of guys on the team
are good. It , it's, it's justso competitive. Um,
Speaker 3 (05:37):
That's what I heard too , because somebody , I had
somebody on the show a coupleweeks ago and they were saying
that like in college you,there's only so many guys
complaining the tournament ,right ?
Speaker 2 (05:46):
Yeah. Every team's got maybe 10 to 12 guys and
five guys travel thetournament. So , um, you gotta
be in the top five if you wantto go to the tournaments.
Speaker 3 (05:56):
Wow. So then when you graduated, what'd you do?
Like, what'd your degree in?
Speaker 2 (06:00):
Um, I got a degree in business. I , um, I got a
sales job, or I actually, Igraduated from Radford. I
redshirted a year. I went tothe University of Tampa. I had
an extra year of eligibility.
So I, I went to school inRadford in Virginia, moved to
Tampa for a year. I worked alittle bit, I played golf an
extra year in college. I wasworking on my , um, my master's
and my MBA there. I got intosales , um, golf game, kept
(06:22):
getting pretty good. Like Ireally like, got better at 23,
24, 25. But I had a sales jobwhere I would do consulting
work essentially with, withretailers. Um, so I would help
a lot of retailers make a lotof extra money through their
marketing. So I kind of got alittle bit of a taste of the
marketing world and the salesworld , um, outta college and
had a pretty nice , um,actually like a 10 year run
(06:44):
with a , a really successfulcompany that I worked with ,
um, once I graduated.
Speaker 3 (06:48):
So were you doing consulting or was that a brand
that you owned or you justworked for ?
Speaker 2 (06:53):
No, it was , um, I started working for a company
called Listrak. Um, I wasprobably like their 20th
employee there and , um, youknow, started when they were
like a two, 3 million companyand over a number of years, I,
I was selling for them. I wasone of their sales guys, but
the company skyrocketed fromtwo to 3 million to a hundred
million. And I learned a lotabout sales, but a lot about
(07:15):
marketing, I would say alsokind of in that process and ,
um, that eventually kinda ledto, to starting performance
golf.
Speaker 3 (07:22):
Yeah. Because that's , I'm like, honestly, because
performance golf, I'm like thisguy, like, they know what
they're doing with marketing.
Like, like I , once I saw it,I'm like, holy crap, this is
like a next level stuff. Icould tell right away that
like, oh , well
Speaker 2 (07:34):
Thank you .
Speaker 3 (07:35):
Like, and I'm not, I'm not saying it's a
compliment, you can just telllike straight outta the gate,
it's like, oh yeah , these guysknow. It's not like, oh, we
have this really good idea andthen we have to market it. It's
like, no, we're really good atmarketing and we have a really
good idea. So it's almost like,I don't know , it's brilliant,
but No , I
Speaker 2 (07:50):
Appreciate it .
Yeah,
Speaker 3 (07:51):
You did. So then you're at list track .
Speaker 2 (07:54):
Yeah . And
Speaker 3 (07:55):
When did you, when did you start thinking about
performance golf? Um , whatmade you decide, or what year
was that?
Speaker 2 (08:01):
So I had a friend of mine that he had a business
helping skinny guys gainweight, and he had some success
with that. And he would alwaystell me, Hey Brixton, like, why
don't you start a golfbusiness? And this is when I
was like 23, 24. I wasn'treally spending a lot of money
on golf, you know, like whenyou're in college, you kind of
get your golf clubs for free. Iwas fortunate, my parents gave
(08:24):
me the opportunity to play agolf course in the summer, so
it wasn't like I was dishingout a lot of my own money for
golf. So my friend's like,create a golf business. And I'm
like, well, I don't spendreally a lot of money on golf.
So for a couple years I reallyjust sat on the idea. I thought
about it, I talked about it,and then there was really one
day I was like, you know what?
(08:44):
I gotta do something different.
I don't wanna work my jobforever, even though it's a
really cool place to be.
Speaker 3 (08:49):
Yeah.
Speaker 2 (08:50):
And I said, let's just go all in. And what I
realized was, even though I wasa younger guy at that point,
there are a lot of people thatspend a lot on golf, you know,
like, you know how golfers are.
So it was a really good marketto get into. But , um, I kind
of had this idea. I sat on it,like a lot of people probably
do. And then one day I justsaid, I'm all in. And it , it's
(09:10):
just been like prettyrelentless.
Speaker 3 (09:11):
It's cold Turkey.
Like, you're like, I'm gonna dothis. I'm gonna figure it out
and I'm gonna do a brand orwhat.
Speaker 2 (09:16):
Yeah, like, I mean, it was like, I'm gonna go out
there and I'm gonna sellsomething. I'm gonna sell a
golf. Like at first we startedwith like a digital course to
help people gain distance andum, you know, so I mapped it
all out. I spent six monthsbuilding it, outshooting the
videos, crane the site, tryingto figure it all out.
Speaker 3 (09:34):
So who was in the video? Was it you or did you
hire somebody?
Speaker 2 (09:37):
Um , well I actually had a golf pro back then. Like
it didn't really work out withthat pro long term . Yeah . Um,
they're still a really goodteacher, someone that I have a
lot of respect for, but we justdidn't kind of like, you know,
it was like just starting abusiness out. Things kind of
didn't work out , um, exactlythe way we envision , of course
. But the big takeaway that Itook from it was, I'm like,
people, I , I remember thefirst day we launched, four
(09:58):
people bought, and I rememberexactly where I stood. I was
like, whoa, like this is gonnabe big and . And you
just remember that moment. Andthen from there we just ,
Speaker 3 (10:09):
Yeah. First you make on the internet, you always
remember that moment. You'relike, holy crap. Yeah . Like I
remember , I don't know whobought this, but they bought
it.
Speaker 2 (10:16):
I remember exactly where I was standing. I'm like,
whoa, if one person can buy, Ithink more people will
eventually buy if we can justget better at what we're doing.
Speaker 3 (10:24):
So you had one course, right? Like one
training course?
Speaker 2 (10:27):
One course , yeah.
Speaker 3 (10:28):
And what was the cost of that one course back
then? Do you remember?
Speaker 2 (10:32):
It was a $47 course.
Um,
Speaker 3 (10:34):
Was it all video or was it video and PDF or what?
Speaker 2 (10:38):
Yeah, just all videos . Like a step-by-step
system to help people, youknow, gain some extra power.
Um, yeah , exactly. So Ilaunched that course, sold a
little bit, didn't had abusiness relationship. That
didn't work.
Speaker 3 (10:50):
Yeah. And
Speaker 2 (10:50):
Then I brought on another golf pro onto my site,
and then I worked with him, andthen he passed away,
unfortunately.
Speaker 3 (10:58):
Oh my gosh .
Speaker 2 (10:58):
So my first two years were a little , um,
rough. They were , yeah, like
Speaker 3 (11:04):
You learning, like learn trial by fire, right?
Speaker 2 (11:07):
Yeah. Like imagine like you start something, you
see it going well, then youhave to restart, and then you
restart that whole process,you're grinding and grinding
and grind it . Then that guypasses away and I'm like, whoa,
okay. Well I've learned thismarket exists, but I've re I've
kind of wasted two years of mytime. And then at that point I
was like, I gotta go out andfind a couple golf pros to
(11:29):
really, you know, diversifykind of our business model.
Speaker 3 (11:32):
Yeah , yeah .
Rolling your dice on one personor whatever.
Speaker 2 (11:34):
Mm-Hmm.
And , uh, so whatyear was that ? So that was 20
, that was 2018 . So like ,yeah, when I'm being honest,
like we've only been, I meanwe've been at this for like
seven years, but really thefirst two years we kind of
started and stopped, restartedand started again.
Speaker 3 (11:49):
Was it always performance golf zone or was it
called something else?
Speaker 2 (11:52):
Uh, yeah, we started at as as performance golf zone.
Um, when I first started Paul,I saw two domains, performance,
golf and performance golf zone.
And I'm like, Ooh , performancegolf looks pretty good, but
performance golf, the guy wants$20,000 for the you
Speaker 3 (12:09):
Have that I'm ,
Speaker 2 (12:11):
You know, and Performance Golf Zone was one
of those domains I think youget for like 7 99.
Speaker 3 (12:16):
Yeah.
Speaker 2 (12:17):
So I bought Performance Golf Zone for 7 99.
But then as we started to growlike two years later, I
actually went back and boughtPerformance Golf. So we've
officially changed the name toPerformance Golf.
Speaker 3 (12:29):
Yeah.
Speaker 2 (12:30):
But you know, some people still refer to us as
Performance Golf Zone, but Ijust think performance, golf's
a a little bit of a
Speaker 3 (12:36):
Guy be hijacking all your traffic, right? Because
he'd be googling performancegolf and gonna go to like some
other random site and you'relike, wait a minute.
Speaker 2 (12:42):
Fortunately we have the redirects in there, so we
kind of get that traffic. But ,um, that was the story of
Performance Golf Zone to nowperformance Golf is the name .
Speaker 3 (12:51):
So when, all right .
So you launched in 18, was yourfirst course was the first
series of course .
Speaker 2 (12:57):
Yeah, first course launched September of 2016. Oh
, okay . Had that had that yearand a half kind of period
learning.
Speaker 3 (13:03):
Yeah, yeah.
Speaker 2 (13:04):
Like unfortunately, you know, one of the golf pros
passing away the relationshipnot working. And then I found ,
um, it's interesting, I was, Iwas introduced to Erica Gono ,
um, who's a, you know, prettywell known YouTube personality
Yeah .
Speaker 3 (13:18):
On YouTube. Yeah.
Speaker 2 (13:19):
You know, I had a friend of mine that said, man,
there's this guy, like, he'spretty good on camera, you
know, he's a decent, like ,he's like a polished guy. Um,
he , I think he's gonna besomething in the golf space. So
I just sent him an email. Wehad a couple conversations. I
didn't know him, and he's like,Hey, I think at the time Eric
launched 200 YouTube videos andhis videos all had under like a
(13:42):
couple hundred views. Like oh ,one was really watching them .
Yeah.
Speaker 3 (13:46):
Like normal YouTube algorithm stuff.
Speaker 2 (13:47):
He didn't , he didn't have the , the YouTube
algorithm going and uh, but hewas a good teacher. You know,
he had a book lesson calendarand I said, Hey, like, I know
how to market stuff. Why don'twe create a course to fix
golfers slice, fix or slice youcome to the course, I'll film
it, I'll market it, you know,I'll pay you a royalty. And
that course really blew up. Andyou know, I think that blew up.
(14:10):
And Eric also kind of got histhings going and Eric's now
like a pretty popular YouTube,you know, in golf personality.
Yeah, he is .
Speaker 3 (14:17):
Yeah , for sure.
Speaker 2 (14:18):
And we kind of started with Eric. So Eric was
the first guy. I
Speaker 3 (14:21):
Didn't know that, I didn't know Eric was the first.
I thought like it was somebodyelse, like one of the other
guys on your list.
Speaker 2 (14:26):
Yeah, Eric was the guy. And , and then once Eric
took off, I was like, okay,then , then I approached a
bigger name instructor, like agolf, I just top hundred guy.
And then I was like, oh, okay,well this guy's interested in
what we're doing. And then Igot his to work, and then from
there it really snowballed towhere I was able to get guys
like Hank Haney , you know, Iworked with Sir Nick , I worked
with David Ledbetter , where wework , you know , the
Speaker 3 (14:49):
Who's who, the who's whose list, like of the top,
right? Like it's
Speaker 2 (14:53):
Insane . Yeah , it's a great, it's a great group of
guys. And it's funny, likethese were guys that I always
tell people, like when I was 10years old, I, I kind of
envisioned like Cernik Fowler ,you're just watching golf in
the nineties. Cernik was kindof the guy when I was like 12
years old. I remember thinking,man, David Ledbetter, I just
wish I could take lessons fromhim. I remember being 13, I'm
(15:15):
walking up the fairway with myCallaway hat and my clip, like,
my clip on my hat thinking Iwas rock ed , you know? And I
have all these visuals over theyears of like, I just kind of,
when I was younger, I kind ofliked a lot of these guys and I
really looked up to them. Andnow that we work with them,
it's just, it's super humblingand , um, you know, feel super
privileged to have a greatgroup of
Speaker 3 (15:36):
Guys . Yeah . Like full circle, right? Like the
guys you looked up to are nowworking with you and you're
like, holy crap. Like that didthat just happened , you know?
Yeah.
Speaker 2 (15:43):
It , it's super cool , um, to learn and get their
different perspectives and, andspend some time with them. For
sure.
Speaker 3 (15:49):
So like, it's almost like you learn from each in
instance, right? So like, youmade the first couple videos,
you know, the first thing in16, huge learning curve figure
had issues, figured it all out.
Relo redid it on 18 with Ericand it's like, but you were
successful on each one. So justkind of build the foundation to
then be like, oh look, we didthis with so and so . Oh yeah,
(16:10):
sure, I'll do that all daylong. 'cause you're , you're
doing the hard part, you'redoing the marketing, right? For
the Yeah , there's ,
Speaker 2 (16:15):
There's a , a lot of people don't realize, like with
marketing, you're, you'relosing more than you're
winning. It's not like I'm justlike throwing things out there
and it's just blowing up. Imean , sometimes you launch
something and it takes offright away. Yeah . But a lot of
it is like, we're justconstantly testing things on
our end where yeah , hey , Imight test 38 things and 35
times or 36 times outta 38,it's gonna fail, it's not gonna
(16:37):
work. You
Speaker 3 (16:37):
Lose money on them .
Yeah, exactly. Well then
Speaker 2 (16:39):
You find those winners and when you stay
consistent, just like a lot ofthings in life. But I think a
lot of people don't realize theamount of testing and the
amount of failure that youreally have to lean into and
embrace to get these things tothe point where they start to
kind of pick up steam. Uh, soto say.
Speaker 3 (16:57):
No, that's, that's really poignant actually to
think , because you're right.
It's like you have to test andif you fail, you learn
something from it and youdon't, and you just tweak it or
you don't do it at all orwhatever it might be. Um, when
did you start getting more andmore instructors? Like, like
when did you start getting likethe, when did like certain Nick
come on or David Le better orMartin Chuck? Like was it just
(17:20):
in the last couple years,because that's what I've
noticed, a lot more marketingin terms of Mm-Hmm .
. Like you seeMartin like every day on
YouTube. Pretty much like it .
Martin , like, I always jokearound with them too. I'm like,
I see you more than I seemyself. So that's so funny.
Speaker 2 (17:34):
Yeah. I think the goal was, I think at the end of
the day, people latch onto todifferent teachers.
Speaker 3 (17:39):
Yeah.
Speaker 2 (17:41):
Some , some teachers . Yeah. And I think the goal
was to have a couple differentteachers and then to have them
focus on different things. Solike when you think about golf,
like all golfers have swingissues, all golfers have
different pain points. Our goalis to help golfers fix some of
their biggest challenges. Andthe reason I brought on all
these teachers are , it , it'shard to get access to some of
(18:02):
these guys. Like it's hard towork with David Ledbetter in
person, or Sir Nick or, youknow , it's , oh yeah . It's
really , it's hard to get alesson with Martin . Like he's
got golf schools booked outfor, you know, months and
months. So I wanted to reallybring them into a platform
where people could fix some oftheir biggest challenges, kind
of in a step-by-step way smartto learn from these guys that
(18:22):
are , are some of the best ofthe best. That would be
difficult to try to work withthem like in person or
actually, you know, work withthem .
Speaker 3 (18:31):
No , that's brilliant. So I mean, right now
how many instructors do youguys have on the, on the site
or on the system?
Speaker 2 (18:38):
There's a handful.
Um, I mean, you know , I thinkI rattled off some, like, the
main ones that we're workingwith currently are guys like
Eric Martin, Chuck , um, work alittle bit with Sir Nick ,
David Ledbetter , Rocco Media .
We do some work with him. We'reabout to have a couple more
that we're rolling out with,but I would say there's a
handful of, you know, five ,um, just six guys that we pre
(19:00):
pretty regularly work with anddo video shoots with and come
out with new content. And , uh,you know, we're always looking
to strategically add a couplemore to the mix, which I think
people are gonna see in 2024.
That's cool. Um , but yeah,five keeps us pretty busy. Um,
you know, as much as I wouldlove to have 400 different
teachers, you know, five keepsus pretty busy with everything
(19:21):
that we've got going on overhere,
Speaker 3 (19:23):
Because I've been at Martin's place when you guys
are filming him. Yeah . Like,and I'm like, whoa, this is
legit. Because I mean, it'slike high quality, like the,
and it's , it's legit. It'slike a movie set. It's like
really nice. Like, I was like,holy smokes.
Speaker 2 (19:35):
I looked through my, I looked through my phone and
I, I looked out when I wastrying to run these video
shoots, Paul, in like 2016,like, you're getting to the
course, it's like
Speaker 3 (19:44):
Four . Is it you filming or do you have like
somebody helping you?
Speaker 2 (19:47):
No , I was there, but I was trying to direct the
shoot, so I'm
Speaker 3 (19:49):
Like, Hey , yeah , you're like a crazy person.
Speaker 2 (19:51):
We got six hours, we gotta do this in the morning,
we gotta do this. And the wholeday is mapped out and, and now
fortunately we have like areally good film crew.
Speaker 3 (20:00):
Yeah , yeah .
Speaker 2 (20:00):
You know , um, with guys that really know golf ,
um, I know exactly
Speaker 3 (20:04):
What you're talking about too , those guys. I know
those guys.
Speaker 2 (20:06):
Yeah. These video shoots aren't easy. Like people
think, oh, it's easy to shootvideos, but you're at the golf
course, you're battling a lotof elements and , um, there's a
lot of stuff we're trying toget done in these shoots. But ,
um, it's cool to see how theproduction quality has improved
from kind of when we, you know,we first started.
Speaker 3 (20:22):
So if somebody goes to Performance Golf zone, like
how does it work? Like I knowhow it works personally, but
how does it work if somebodycome in and they sign up for
like a class and then they cando more classes? Or how does it
usually work if somebodydoesn't understand how that
works? Yeah,
Speaker 2 (20:35):
So we offer a number of different programs. I mean,
some golfers just wanna come toour site to fix their slice.
Some golfers wanna come andjust , uh, improve their
contact. So we offer one-offcourses that golfers can buy.
That's one of the options thatwe have. Yeah . It's like, Hey
, what's that biggest painpoint? How can we help them
have kind of a step-by-stepplan to fix that? That's one of
(20:57):
the things. The second thing wehave is we have something
called the Scratch Club, wherebasically I broke golf into
like a six step framework toreach your full potential. And
I kind of found the best of thebest teachers in the world for
all those areas. And wedeveloped a framework to help
the average golfer get closerto scratch golf. And that's a
subscription that we have. Um,that's around $29. That's cool
(21:19):
. Yeah. Then we also haveanother option. I mean, some
golfers like to get hands-onfeedback. So we have an option
or site where you can send in avideo of your swing, and a pro
of ours will get on camerawithin like 48 hours of when
you send the video in at thelatest. I mean, so they're
getting on camera quick andthey're sending you a video
back saying , Paul, you'redoing this, this, and this.
(21:39):
Great you's a drill that'sgonna help you fix this. And it
becomes like this interactivefeedback loop. And we have, I
mean, we have hundreds ofpeople a day that are sending
their swings in.
Speaker 3 (21:49):
That's awesome .
Speaker 2 (21:50):
That we're helping.
So those are kind of the bigthree things along with, you
know, the training programs andsome new, or the training , um,
the physical products and somenew things that we have that
we're,
Speaker 3 (21:58):
That we're doing now. So like when did you guys
start doing physical products?
So that's pretty recent, likein the last year or less,
right?
Speaker 2 (22:08):
Yeah. Um, it was Masters Sunday, not this
masters , but last masters . Sowe're going back , um,
Speaker 3 (22:14):
22.
Speaker 2 (22:16):
Yeah. Or yeah. So we're going back, I don't know,
maybe like 18 months ago, 17months ago. 17 months ago I
guess . And I'm sitting on thecouch with Eric Gono and a
couple friends and we're justtalking about golfers' pain
points. And like, I just hadthis epiphany. I'm like, okay,
golfers struggle with Clubfacecontrol, they struggle with
Ford Chaffing . Why don't we dothis, this, and this? And I had
(22:36):
this idea , um, which becamethe Straight Stick, one of our
really Holy smart . Yeah. Andit hit me and I was like, okay,
I don't know how to sellphysical products. I don't have
any manufacturing contacts, butI gotta go figure this out. So
it took a full year to buildit, figure it out, have it
ready. And then the followingMasters Sunday, ironically we
(22:57):
launched the product and itkind of took off, but it
basically, it blew up.
Speaker 3 (23:02):
It's like everywhere now . Yeah ,
Speaker 2 (23:03):
It's probably this year. I mean, the , the idea
was 18 months ago. Right. Andwe were able to launch it six
months ago, which um, has beengreat. Has been great so far .
Speaker 3 (23:13):
So was that the first product then was a
straight stick ?
Speaker 2 (23:16):
The Straight Stick was the first physical product
Yep . That was part of our
Speaker 3 (23:20):
Platform. And then , um, when did like the, like EA
Z three and the launch deck andall , and the straightaway,
because that's , I've beenstarting to see the commercials
for that too.
Speaker 2 (23:30):
Yeah. So those all came out in the following
months. So those are, those aredefinitely dropping them .
Speaker 3 (23:35):
Yeah. New products,
Speaker 2 (23:36):
Those are definitely , yeah. And again, like we're
really just, you know, we'renot trying to create like a
stealth driver for Tour Pros,but what we see in the market,
Paul, is there are gaps in themarket that golfers have pain
points for. I'll give you anexample. Like we created the
Easy three because the averageguy that swings 80 miles per
hour has a tough time hitting athree wood off the ground. It's
(24:02):
a hard club to hit. I mean, I'ma scratch golfer and I can't
say I'm the, the greatest threewood player from two 60 off the
deck, and I'm not the buyer.
Most people buying our things,Paul, are guys that are like 20
handicaps, 15 handicaps. Yeah .
It's a lot slower. So we'relike, how can we create some
things just to stack the deckbetter for these golfers to
(24:22):
make the game more fun, smart .
And that's kinda where a lot ofour, I would say our physical
products kind of come into themix for them.
Speaker 3 (24:30):
So do you have more products , uh, coming out in
the next six months?
Speaker 2 (24:35):
We do. Um, you know, to get a product right, it
takes a lot of testing, a lotof prototyping, and , um, we
have , um, actually a driverthat we're gonna be , oh
really?
Speaker 3 (24:46):
Oh my gosh,
Speaker 2 (24:48):
In October. Um, it's a club that's gonna really ,
uh, make it a lot easier forsomeone that hits a fade or a
slice to square up the face alittle bit easier. And then
next year we've got a number ofother products that are in
manufacturing now. Um, and ,and the results with our
testing has been unbeliev .
We've just been prototypingthese now for a full year, and
(25:08):
we have at the point wherewe've tested like hundreds of
golfers on 'em , and , and theresults are really cool. So I
think our, our roadmap for 2024, uh, it's pretty fair to say
we're , we're all reallyexcited about.
Speaker 3 (25:20):
That's so cool. I what I , what I like about
performance golf is that like,it's such high quality, the
content's so good. The site isso good, the instructors are so
good. Like, it's like , it'slike everything's done the
right way. It's not, you know,it's not halfass, it's not like
some cheesy like PDF and like,oh, here, go watch this. It's
like, it's high quality contentthat will actually help you
(25:44):
with people that know they'retalking about. Like, that's
Speaker 2 (25:46):
The part . No , I , I appreciate that. I think a
lot of that, like, you know, asa business owner, you're trying
to juggle a lot of things, butlike if you look in my, if you
look at my phone here, youknow, Paul, I'm that guy that
literally, like, I've had yearswhere I've fill my golf swing a
thousand times in a year, andI've personally in my golf
career, I've wasted a lot oftime working on the wrong
(26:07):
things. And you know, we see somany golfers out there that
just aren't getting better,that are just jumping around
from so many different things.
So really our big goal here islike, how can we give, go ? How
can we help golfers identifytheir issue, get them working
on the right thing, but thenkind of a plan on how to fix
it. I see so many guys like, goto the average driver range ,
go to the Raven and you'regonna watch guys just slam 50
(26:29):
balls machine, machine, throw'em, slam their clubs in the
trunk and think what the heckjust happened. So our goal is
how can we help these guys goto the chorus with a little bit
more of a plan to be strategicin their improvement efforts?
And, and we take thatseriously, you know, to, to
help these guys hopefullyimprove.
Speaker 3 (26:46):
Well, that's a disconnect, right? It's like
you can get these products, butlike, you know, either on, on
an iPad or physical Yeah . Butif you don't actually have a
plan, it's not like you'regonna use it or really, you
know, it's gonna be one morething you bought that didn't
work, but it with , with yours.
It's like you have both. It'slike you have a full plan if
one, if you have one issue, youcan watch this from this
instructor, famous instructor,right? Yeah . And then it's
(27:09):
like, if you don't have thatissue, but you wanna get better
at golf, we have the entireprogram from all these famous
people that will help you getgood. And if you wanna take
something physical, you to gopractice it, we have that and
you can go to the course and gopractice it. So it's like you
have the whole gambit, which ishonestly brilliant. So Yeah.
And
Speaker 2 (27:25):
Golf's a hard game.
I mean, I think we have to bereal with ourselves. Like, you
know, you think about , um, didyou play sports growing up at
all, or?
Speaker 3 (27:31):
Yeah, I did.
Speaker 2 (27:32):
I mean, if you go out and shoot , if you go out
and shoot a basketball, you'regonna improve your jump shot .
If you go play chess, you'regonna probably get better at
chess, right? But golf, I mean,according to the United States
Golf Association, after playinggolf for three years, you
actually get a shot worse.
Speaker 3 (27:48):
Really?
Speaker 2 (27:49):
Yeah. Golf is so counterintuitive where like you
can do, you can, you canpractice and get worse. So, I
mean, I've personally wastedfive years of my time working
on the wrong thing as like ascratch golfer. And if I'm
doing that, imagine a 20handicapper out there that
might not have as much golfacumen that I do. So I think
(28:10):
just that plan is so important.
How can you practice smart? Howcan you practice the right way
to not form more bad habits?
And I think that's one of thebig, you know, kind of missing
gaps that you kind of see inthe, in the golf market today
for most, most golfers.
Speaker 3 (28:28):
Yeah. And I think there's a bit , there's been a
void in the market too foractually actionable content
that people can get. Mm-Hmm .
, right? Like I ,for a while now , um, and I
think you guys, and I wastelling this to Brix and
earlier before the showstarted, I'm like, I think he's
the only brand everyone's talksabout doing this. Brix is the
only person who's actuallydoing it, right? Everyone's
(28:48):
like , oh, we're gonna be doingthis. And it's like they're
doing it at a high levelalready, straight out of the
gate after a couple years. It'slike, that's the force, that's
the force we reckoned withright there. You know , it's
like everyone else , it's liketoo late. You had your chance
but you didn't do anything.
Speaker 2 (29:02):
I , and I think there are a lot of great, you
know, there's a lot of golfinstructors that I have a lot
of respect for. It's just, as agolf consumer, you need to be
careful. It's like, hey, yougotta get the right info that
applies to you. But then alsoyou need to know how to
practice it, right? You need toknow like, hey, if I'm gonna go
hit 30 balls, like what's theintention gonna be? How should
I kinda work through those tohave a good session? So again,
I think there's a lot of greatteachers out there, but I think
(29:24):
the disconnect sometimes can behow do you actually implement
these things? Yeah .
Speaker 3 (29:27):
Follow through with it. Exactly. Which is huge. I
they also, the other thing istoo is I think people are
intimidated to go get a lesson,right? For whatever reason and
the cost, right? Like the costis not cheap to get a lesson. I
mean , you get your pay for, soit's like with this, you get
high quality content from theworld's best instructors.
Speaker 2 (29:46):
Yeah. That
Speaker 3 (29:46):
Is stuff that really matters. And it's not , it's
not gonna like break the bankor you gotta put like a
thousand dollars deposit orsome other crap. It's like you
can literally just do what youwanna do, which is really
smart.
Speaker 2 (29:56):
Try to make it affordable. And I agree like in
person's always good if you canfind a good teacher, but the
reality is a lot of peoplearen't gonna do that, right?
Speaker 3 (30:04):
No , I wasn't gonna do that.
Speaker 2 (30:05):
And uh, yeah, I think that's kind of what
we're, we're trying to do,making these courses , um, easy
to follow to help them fix someof their biggest issues. To
shoot better, to shoot , uh,better scores , uh, faster.
Speaker 3 (30:16):
So in the next like six months you have new
products coming out and thenyou have more instructional
like series coming out too,like with other instructors or
Speaker 2 (30:24):
We do. Um, I think the big thing that I'm really
excited about, you know, isagain, like our motto around
here is how can we help golfersimprove faster? Like that's
really kind of our goal. Um, soone of the big things that
we're rolling out here in thecoming months are we're gonna
have a performance golf app. Soyou can have all the videos on
your phone, but the biggestthing that we're most excited
(30:44):
about that I've been working onnow for, gosh, probably a year
and a half, is we're developingan AI component to our app
where you can take a video pollof your swing and our app will
analyze 17 different things inyour swing through three d
skeletal motion capture. Andthen our app will give you
feedback saying, Paul, here areyour top four swing issues.
(31:06):
Here's the order you need towork on your issues on, and
it's gonna show you drills toimprove them. So let's just say
your biggest swing issue isyour, your pelvis rotation.
You're gonna see that in theapp, it's gonna give you a
video, you know, right inthere. And then you can film
your swing again. And it'sactually gonna give you
real-time feedback if you'reimproving that.
Speaker 3 (31:29):
Wow.
Speaker 2 (31:30):
So this has been a , a, a huge project. We're
currently in beta testing withit, and we're, we're, we're
gonna roll this out rightbeginning of 2024. So that ,
that , that's probably thebiggest thing that I think
golfers should be excitedabout. Just having that feed
that way to practice withfeedback and that way to
practice knowing you're workingon the right thing. And that's
something we're really excitedabout .
Speaker 3 (31:51):
That's crazy. And then you also, then you have
all the instruction on top ofit. So it's almost like you can
actually know what you're doingright and wrong, and then if
you need more help, it'll tellyou what to do and be like, oh,
maybe you should watch thisvideo from so and so . Yeah .
That'll reinforce what we'reselling you or what the app's
selling you.
Speaker 2 (32:09):
That's the goal.
Yeah . The apps is gonna bethere to be a feedback device
for you and, and really get youfocused on let's work on the
right thing. Uh , you got fiveissues, right? But let's work
on the biggest thing that'sgonna move the needle for you.
And it's all built kind ofthrough this three d skeletal
motion capture. So it's gonnabe super customized for
everyone and um,
Speaker 3 (32:26):
Yeah,
Speaker 2 (32:26):
I think people are gonna love it .
Speaker 3 (32:28):
That's cool. So where can people find like
performance golf?
Speaker 2 (32:34):
Yeah. Well there , there's this site that I've
been working on for a coupleyears, Paul. Um, it's called
performance golf.com.
Speaker 3 (32:40):
Ah , there we go.
Speaker 2 (32:41):
That's a great place. And you know, we've got
some, some free content there.
We have information about someof our clubs. Um , we have a
way where you can kind of tellus your issues on the site and
then we'll give you somefeedback back on where to
start. Uh , but performancegolf.com is the , the best
place to look.
Speaker 3 (32:57):
That's awesome.
Well, Brixton's a very busyman, as you guys can tell. So
I'm really happy he was able tocome hang out for a while with
us and talk about performancegolf. If you guys want to ,
like, if you guys need help orinstruction, like this is the
place to go to on the internetand with the, with the
instructors they have and theproducts they have, it's just,
it , it's mind blowing , likethe direction that's happening.
(33:18):
I'm just, I'm really impressedwith performance golf . Like
that's straight. Well , Iappreciate, and I'm not just
saying that like, it's likesmartest thing I've seen in a
long time, so. Well, Iappreciate it , Matt . Kudos to
Brixton and his team, likethat's cool. Yeah,
Speaker 2 (33:29):
Definitely. And we would love to have you to the
site. Hopefully we can help youimprove. And it was nice to
speak here. You know, I'mdefinitely passionate about
golf and um, really enjoyed ourconversation here.
Speaker 3 (33:38):
Yeah. Well thanks for being on the show and I'll
see you guys in the nextepisode.
Speaker 1 (33:43):
Thanks for listening to another episode of Behind
the Golf Brand podcast. You're
Speaker 2 (33:48):
Gonna beat me and
Speaker 1 (33:49):
Golf stay connected on and off the show by visiting
golfers authority.com. Don'tforget to like, subscribe and
leave a comment.
Speaker 2 (33:56):
Golf is always more fun when
Speaker 1 (33:58):
You win. Stay out of the beach and see you on the
green.
Today we play golf.
Speaker 2 (00:02):
Let me show you how we do it in the pros. Welcome
Speaker 1 (00:06):
To Behind the Golf Brand podcast.
Speaker 2 (00:08):
I never missed with the Seven Iron , a
Speaker 1 (00:09):
Conversation with some of the
Speaker 2 (00:11):
Most interesting innovators and entrepreneurs
behind the biggest names ingolf. My friends
Speaker 1 (00:16):
Were the golf clubs.
I lived on the golf course, Ilived on the driving range from
Pro Talk .
Speaker 2 (00:20):
You should learn something from each and every
single round you play in tofun, from
Speaker 1 (00:24):
On and off the green.
Speaker 2 (00:25):
Why
Speaker 1 (00:26):
Would you play golf if you don't play
Speaker 2 (00:27):
It for money? Just let me put the ball in a hole.
This
Speaker 1 (00:30):
Is Behind the Golf Brand podcast with Paul
Speaker 2 (00:33):
Libert tore .
Speaker 3 (00:35):
What's up guys?
Welcome to the Behind the GolfBrand podcast. This week I had
my good friend Brixton Albertform performance golf zone. I'm
super excited to have him onthe show. You guys have all
seen performance golf zone, allover the internet on YouTube.
It's everywhere. And Brixton isthe founder and I'm really
excited to talk to 'em likeabout performance golf zone,
where they're going, how theystarted, and like where, what
(00:57):
the future holds. So welcome tothe show.
Speaker 2 (00:59):
Yeah, thanks for having me, Paul. Looking
forward to chatting some golftoday.
Speaker 3 (01:02):
So where are you located right now?
Speaker 2 (01:04):
So I am based in Fort Lauderdale, Florida. You ,
I grew up in the northeast ,um, all about the warm winters.
Um, so moved down to FortLauderdale , um, about eight,
nine years ago now.
Speaker 3 (01:14):
So are you a professional golfer?
Speaker 2 (01:18):
I am not a professional. Um, but I am a,
I'm a scratch golfer.
Speaker 3 (01:23):
Are you? That's cool.
Speaker 2 (01:24):
I'm a scratch golfer. Yeah, I played , um,
played a lot of golf growingup. I'm happy to go into that
if you want to at some point .
Yeah.
Speaker 3 (01:30):
Like so who taught you how to golf? Like your dad
or your grandpa or what? Yourgrandma Yeah,
Speaker 2 (01:34):
I think my grandpa got me clubs when I was five.
Speaker 3 (01:36):
I ,
Speaker 2 (01:37):
I went to a golf camp once a year, 5, 6, 7, 8,
9. Never really got into it.
But then I saw Tiger Woods winthe Masters in 1997. Somehow I
had the TV on when I'm a 10year old kid. And I watched
that and I'm like, whoa, thisis cool. And I decided that day
, um, like probably a lot ofother kids that I'm gonna get
into golf. And , um, from 10on, I was just super serious ,
(02:00):
um,
Speaker 3 (02:00):
About trying to
Speaker 2 (02:01):
Get good, get good at this stuff .
Speaker 3 (02:03):
Yeah , I remember that match . I remember seeing
that in college and I was like,ho like that changed everything
when you I first saw it . I waslike, this is the future right
here, dude. Like I knew rightaway when I saw that. Yeah .
Speaker 2 (02:12):
I used to bring my golf clubs to school and it's
funny, like kids would make funof me, right? And then as Tiger
grew and got more popular in98, 99, 2000, it went from kids
making fun of you for playinggolf to like, whoa, I wanna
learn golf now. And it justlike, he, he transformed the
game and got so many people init and that, that was really
the big point for me , um, inmy , uh, golf life.
Speaker 3 (02:34):
Yeah. I also think too, like, I mean I was like,
I'm like his age. So it's likewhen you see somebody your age
like dominating and it's like,oh crap. Like you get super
excited 'cause you're like, oh,this game's changing forever
right now. Yeah. It's not likea bunch of old guys playing
golf
Speaker 2 (02:49):
And it was entertaining every weekend. I
mean, you're turning on golftournaments 20 weeks out of the
year. Like think of how manyweeks outta the year he was
providing entertainment forgolfers and, and playing at an
elite level. A level no one'sever seen before. I mean, I
remember as a kid being like,whoa, this isn't gonna last
forever, but whatever the heckI'm watching right now,
. It's pretty dang cool. Um,well let's try to enjoy this.
Speaker 3 (03:10):
So then did you like play in like high school and
like college or what?
Speaker 2 (03:14):
Yeah, I think the quick backstory is I started
seriously playing golf when Iwas 10. What does serious look
like? Uh, my dad would drop meoff at the golf course on his
way to work at six 30. He wouldpick me up at 4:00 PM and when
he would come to get me, like,I was upset. I I didn't wanna
leave. I mean , I , I justloved it. I was , um,
incredibly motivated. If youknow how there's some parents
(03:36):
out there that kind of pushyour kids, my parents had to
pull me away being like, Hey,like, you gotta chill out. Like
you're, you're getting too intothis. Um, so I was super
self-driven, played golf inhigh school, ended up getting a
division one golf scholarship.
Really?
Speaker 3 (03:51):
Um ,
Speaker 2 (03:51):
Crap . Yeah, I, I played a US amateur won a bunch
of, you know, I would say likepretty good, like local and
like state golf tournaments.
Um, and , um, yeah, had like a, a pretty decent golf career.
I , I wasn't like a greatdivision one golfer. I didn't
quite have the career I waslooking for, but it was a great
experience. Uh, played againsta lot of the guys that you ,
you see on tv and some of thosetournaments. I mean, obviously
(04:13):
they were better, but I waskind of like in the same, you
know, league
Speaker 3 (04:17):
League , yeah. Like you're , you can compete. Yeah.
You're competing, right?
Speaker 2 (04:20):
Yeah. And I wasn't like out there like, I mean, I
was in tournaments with thoseguys, but I mean, they were
better. But I mean, it was coolto kind of like see the, the
best of the best and know youwere within, you know, maybe
like a couple arms reach ofthem and , um, yeah, it was
super serious about golfgrowing up. I mean, just loved
the game and was just trying toget better all the time.
Speaker 3 (04:39):
So, where'd you go to school at?
Speaker 2 (04:41):
I went to Radford.
It's in the big southconference, so yeah .
Speaker 3 (04:44):
Yeah,
Speaker 2 (04:45):
I would play, like when I was a freshman, Dustin
Johnson was in that conference,you know , um, crazy. But it
was pretty cool to see , uh,people don't realize just how
good people are at that level.
If you get to college, you'rethe best player in your area
and you think you're prettygood, but you don't realize
that once you get there, likeeven college golf division one
golf, everyone was the bestplayer in their area and
(05:07):
everyone's really good. Um ,yeah ,
Speaker 3 (05:10):
The level, the playing field, you're like, and
then you really see like, who'sthe top 1% of the top 1%. Yeah.
Speaker 2 (05:16):
Like, I think one year on our team, like we were
maybe 70th ranked division onecollege golf team outta three
teams. Like one year we had oneguy, like finished second in
the Virginia State amateur,another guy Monday qualified
for APGA tour event. Anotherguy, two other guys qualified
for the US amateur. You know,like a lot of guys on the team
are good. It , it's, it's justso competitive. Um,
Speaker 3 (05:37):
That's what I heard too , because somebody , I had
somebody on the show a coupleweeks ago and they were saying
that like in college you,there's only so many guys
complaining the tournament ,right ?
Speaker 2 (05:46):
Yeah. Every team's got maybe 10 to 12 guys and
five guys travel thetournament. So , um, you gotta
be in the top five if you wantto go to the tournaments.
Speaker 3 (05:56):
Wow. So then when you graduated, what'd you do?
Like, what'd your degree in?
Speaker 2 (06:00):
Um, I got a degree in business. I , um, I got a
sales job, or I actually, Igraduated from Radford. I
redshirted a year. I went tothe University of Tampa. I had
an extra year of eligibility.
So I, I went to school inRadford in Virginia, moved to
Tampa for a year. I worked alittle bit, I played golf an
extra year in college. I wasworking on my , um, my master's
and my MBA there. I got intosales , um, golf game, kept
(06:22):
getting pretty good. Like Ireally like, got better at 23,
24, 25. But I had a sales jobwhere I would do consulting
work essentially with, withretailers. Um, so I would help
a lot of retailers make a lotof extra money through their
marketing. So I kind of got alittle bit of a taste of the
marketing world and the salesworld , um, outta college and
had a pretty nice , um,actually like a 10 year run
(06:44):
with a , a really successfulcompany that I worked with ,
um, once I graduated.
Speaker 3 (06:48):
So were you doing consulting or was that a brand
that you owned or you justworked for ?
Speaker 2 (06:53):
No, it was , um, I started working for a company
called Listrak. Um, I wasprobably like their 20th
employee there and , um, youknow, started when they were
like a two, 3 million companyand over a number of years, I,
I was selling for them. I wasone of their sales guys, but
the company skyrocketed fromtwo to 3 million to a hundred
million. And I learned a lotabout sales, but a lot about
(07:15):
marketing, I would say alsokind of in that process and ,
um, that eventually kinda ledto, to starting performance
golf.
Speaker 3 (07:22):
Yeah. Because that's , I'm like, honestly, because
performance golf, I'm like thisguy, like, they know what
they're doing with marketing.
Like, like I , once I saw it,I'm like, holy crap, this is
like a next level stuff. Icould tell right away that
like, oh , well
Speaker 2 (07:34):
Thank you .
Speaker 3 (07:35):
Like, and I'm not, I'm not saying it's a
compliment, you can just telllike straight outta the gate,
it's like, oh yeah , these guysknow. It's not like, oh, we
have this really good idea andthen we have to market it. It's
like, no, we're really good atmarketing and we have a really
good idea. So it's almost like,I don't know , it's brilliant,
but No , I
Speaker 2 (07:50):
Appreciate it .
Yeah,
Speaker 3 (07:51):
You did. So then you're at list track .
Speaker 2 (07:54):
Yeah . And
Speaker 3 (07:55):
When did you, when did you start thinking about
performance golf? Um , whatmade you decide, or what year
was that?
Speaker 2 (08:01):
So I had a friend of mine that he had a business
helping skinny guys gainweight, and he had some success
with that. And he would alwaystell me, Hey Brixton, like, why
don't you start a golfbusiness? And this is when I
was like 23, 24. I wasn'treally spending a lot of money
on golf, you know, like whenyou're in college, you kind of
get your golf clubs for free. Iwas fortunate, my parents gave
(08:24):
me the opportunity to play agolf course in the summer, so
it wasn't like I was dishingout a lot of my own money for
golf. So my friend's like,create a golf business. And I'm
like, well, I don't spendreally a lot of money on golf.
So for a couple years I reallyjust sat on the idea. I thought
about it, I talked about it,and then there was really one
day I was like, you know what?
(08:44):
I gotta do something different.
I don't wanna work my jobforever, even though it's a
really cool place to be.
Speaker 3 (08:49):
Yeah.
Speaker 2 (08:50):
And I said, let's just go all in. And what I
realized was, even though I wasa younger guy at that point,
there are a lot of people thatspend a lot on golf, you know,
like, you know how golfers are.
So it was a really good marketto get into. But , um, I kind
of had this idea. I sat on it,like a lot of people probably
do. And then one day I justsaid, I'm all in. And it , it's
(09:10):
just been like prettyrelentless.
Speaker 3 (09:11):
It's cold Turkey.
Like, you're like, I'm gonna dothis. I'm gonna figure it out
and I'm gonna do a brand orwhat.
Speaker 2 (09:16):
Yeah, like, I mean, it was like, I'm gonna go out
there and I'm gonna sellsomething. I'm gonna sell a
golf. Like at first we startedwith like a digital course to
help people gain distance andum, you know, so I mapped it
all out. I spent six monthsbuilding it, outshooting the
videos, crane the site, tryingto figure it all out.
Speaker 3 (09:34):
So who was in the video? Was it you or did you
hire somebody?
Speaker 2 (09:37):
Um , well I actually had a golf pro back then. Like
it didn't really work out withthat pro long term . Yeah . Um,
they're still a really goodteacher, someone that I have a
lot of respect for, but we justdidn't kind of like, you know,
it was like just starting abusiness out. Things kind of
didn't work out , um, exactlythe way we envision , of course
. But the big takeaway that Itook from it was, I'm like,
people, I , I remember thefirst day we launched, four
(09:58):
people bought, and I rememberexactly where I stood. I was
like, whoa, like this is gonnabe big and
just remember that moment. Andthen from there we just ,
Speaker 3 (10:09):
Yeah. First you make on the internet, you always
remember that moment. You'relike, holy crap. Yeah . Like I
remember , I don't know whobought this, but they bought
it.
Speaker 2 (10:16):
I remember exactly where I was standing. I'm like,
whoa, if one person can buy, Ithink more people will
eventually buy if we can justget better at what we're doing.
Speaker 3 (10:24):
So you had one course, right? Like one
training course?
Speaker 2 (10:27):
One course , yeah.
Speaker 3 (10:28):
And what was the cost of that one course back
then? Do you remember?
Speaker 2 (10:32):
It was a $47 course.
Um,
Speaker 3 (10:34):
Was it all video or was it video and PDF or what?
Speaker 2 (10:38):
Yeah, just all videos . Like a step-by-step
system to help people, youknow, gain some extra power.
Um, yeah , exactly. So Ilaunched that course, sold a
little bit, didn't had abusiness relationship. That
didn't work.
Speaker 3 (10:50):
Yeah. And
Speaker 2 (10:50):
Then I brought on another golf pro onto my site,
and then I worked with him, andthen he passed away,
unfortunately.
Speaker 3 (10:58):
Oh my gosh .
Speaker 2 (10:58):
So my first two years were a little , um,
rough. They were , yeah, like
Speaker 3 (11:04):
You learning, like learn trial by fire, right?
Speaker 2 (11:07):
Yeah. Like imagine like you start something, you
see it going well, then youhave to restart, and then you
restart that whole process,you're grinding and grinding
and grind it . Then that guypasses away and I'm like, whoa,
okay. Well I've learned thismarket exists, but I've re I've
kind of wasted two years of mytime. And then at that point I
was like, I gotta go out andfind a couple golf pros to
(11:29):
really, you know, diversifykind of our business model.
Speaker 3 (11:32):
Yeah , yeah .
Rolling your dice on one personor whatever.
Speaker 2 (11:34):
Mm-Hmm.
, that was 2018 . So like ,yeah, when I'm being honest,
like we've only been, I meanwe've been at this for like
seven years, but really thefirst two years we kind of
started and stopped, restartedand started again.
Speaker 3 (11:49):
Was it always performance golf zone or was it
called something else?
Speaker 2 (11:52):
Uh, yeah, we started at as as performance golf zone.
Um, when I first started Paul,I saw two domains, performance,
golf and performance golf zone.
And I'm like, Ooh , performancegolf looks pretty good, but
performance golf, the guy wants$20,000 for the you
Speaker 3 (12:09):
Have that I'm
Speaker 2 (12:11):
You know, and Performance Golf Zone was one
of those domains I think youget for like 7 99.
Speaker 3 (12:16):
Yeah.
Speaker 2 (12:17):
So I bought Performance Golf Zone for 7 99.
But then as we started to growlike two years later, I
actually went back and boughtPerformance Golf. So we've
officially changed the name toPerformance Golf.
Speaker 3 (12:29):
Yeah.
Speaker 2 (12:30):
But you know, some people still refer to us as
Performance Golf Zone, but Ijust think performance, golf's
a a little bit of a
Speaker 3 (12:36):
Guy be hijacking all your traffic, right? Because
he'd be googling performancegolf and gonna go to like some
other random site and you'relike, wait a minute.
Speaker 2 (12:42):
Fortunately we have the redirects in there, so we
kind of get that traffic. But ,um, that was the story of
Performance Golf Zone to nowperformance Golf is the name .
Speaker 3 (12:51):
So when, all right .
So you launched in 18, was yourfirst course was the first
series of course .
Speaker 2 (12:57):
Yeah, first course launched September of 2016. Oh
, okay . Had that had that yearand a half kind of period
learning.
Speaker 3 (13:03):
Yeah, yeah.
Speaker 2 (13:04):
Like unfortunately, you know, one of the golf pros
passing away the relationshipnot working. And then I found ,
um, it's interesting, I was, Iwas introduced to Erica Gono ,
um, who's a, you know, prettywell known YouTube personality
Yeah .
Speaker 3 (13:18):
On YouTube. Yeah.
Speaker 2 (13:19):
You know, I had a friend of mine that said, man,
there's this guy, like, he'spretty good on camera, you
know, he's a decent, like ,he's like a polished guy. Um,
he , I think he's gonna besomething in the golf space. So
I just sent him an email. Wehad a couple conversations. I
didn't know him, and he's like,Hey, I think at the time Eric
launched 200 YouTube videos andhis videos all had under like a
(13:42):
couple hundred views. Like oh ,one was really watching them .
Yeah.
Speaker 3 (13:46):
Like normal YouTube algorithm stuff.
Speaker 2 (13:47):
He didn't , he didn't have the , the YouTube
algorithm going and uh, but hewas a good teacher. You know,
he had a book lesson calendarand I said, Hey, like, I know
how to market stuff. Why don'twe create a course to fix
golfers slice, fix or slice youcome to the course, I'll film
it, I'll market it, you know,I'll pay you a royalty. And
that course really blew up. Andyou know, I think that blew up.
(14:10):
And Eric also kind of got histhings going and Eric's now
like a pretty popular YouTube,you know, in golf personality.
Yeah, he is .
Speaker 3 (14:17):
Yeah , for sure.
Speaker 2 (14:18):
And we kind of started with Eric. So Eric was
the first guy. I
Speaker 3 (14:21):
Didn't know that, I didn't know Eric was the first.
I thought like it was somebodyelse, like one of the other
guys on your list.
Speaker 2 (14:26):
Yeah, Eric was the guy. And , and then once Eric
took off, I was like, okay,then , then I approached a
bigger name instructor, like agolf, I just top hundred guy.
And then I was like, oh, okay,well this guy's interested in
what we're doing. And then Igot his to work, and then from
there it really snowballed towhere I was able to get guys
like Hank Haney , you know, Iworked with Sir Nick , I worked
with David Ledbetter , where wework , you know , the
Speaker 3 (14:49):
Who's who, the who's whose list, like of the top,
right? Like it's
Speaker 2 (14:53):
Insane . Yeah , it's a great, it's a great group of
guys. And it's funny, likethese were guys that I always
tell people, like when I was 10years old, I, I kind of
envisioned like Cernik Fowler ,you're just watching golf in
the nineties. Cernik was kindof the guy when I was like 12
years old. I remember thinking,man, David Ledbetter, I just
wish I could take lessons fromhim. I remember being 13, I'm
(15:15):
walking up the fairway with myCallaway hat and my clip, like,
my clip on my hat thinking Iwas rock ed , you know? And I
have all these visuals over theyears of like, I just kind of,
when I was younger, I kind ofliked a lot of these guys and I
really looked up to them. Andnow that we work with them,
it's just, it's super humblingand , um, you know, feel super
privileged to have a greatgroup of
Speaker 3 (15:36):
Guys . Yeah . Like full circle, right? Like the
guys you looked up to are nowworking with you and you're
like, holy crap. Like that didthat just happened , you know?
Yeah.
Speaker 2 (15:43):
It , it's super cool , um, to learn and get their
different perspectives and, andspend some time with them. For
sure.
Speaker 3 (15:49):
So like, it's almost like you learn from each in
instance, right? So like, youmade the first couple videos,
you know, the first thing in16, huge learning curve figure
had issues, figured it all out.
Relo redid it on 18 with Ericand it's like, but you were
successful on each one. So justkind of build the foundation to
then be like, oh look, we didthis with so and so . Oh yeah,
(16:10):
sure, I'll do that all daylong. 'cause you're , you're
doing the hard part, you'redoing the marketing, right? For
the Yeah , there's ,
Speaker 2 (16:15):
There's a , a lot of people don't realize, like with
marketing, you're, you'relosing more than you're
winning. It's not like I'm justlike throwing things out there
and it's just blowing up. Imean , sometimes you launch
something and it takes offright away. Yeah . But a lot of
it is like, we're justconstantly testing things on
our end where yeah , hey , Imight test 38 things and 35
times or 36 times outta 38,it's gonna fail, it's not gonna
(16:37):
work. You
Speaker 3 (16:37):
Lose money on them .
Yeah, exactly. Well then
Speaker 2 (16:39):
You find those winners and when you stay
consistent, just like a lot ofthings in life. But I think a
lot of people don't realize theamount of testing and the
amount of failure that youreally have to lean into and
embrace to get these things tothe point where they start to
kind of pick up steam. Uh, soto say.
Speaker 3 (16:57):
No, that's, that's really poignant actually to
think , because you're right.
It's like you have to test andif you fail, you learn
something from it and youdon't, and you just tweak it or
you don't do it at all orwhatever it might be. Um, when
did you start getting more andmore instructors? Like, like
when did you start getting likethe, when did like certain Nick
come on or David Le better orMartin Chuck? Like was it just
(17:20):
in the last couple years,because that's what I've
noticed, a lot more marketingin terms of Mm-Hmm .
YouTube. Pretty much like it .
Martin , like, I always jokearound with them too. I'm like,
I see you more than I seemyself. So that's so funny.
Speaker 2 (17:34):
Yeah. I think the goal was, I think at the end of
the day, people latch onto todifferent teachers.
Speaker 3 (17:39):
Yeah.
Speaker 2 (17:41):
Some , some teachers . Yeah. And I think the goal
was to have a couple differentteachers and then to have them
focus on different things. Solike when you think about golf,
like all golfers have swingissues, all golfers have
different pain points. Our goalis to help golfers fix some of
their biggest challenges. Andthe reason I brought on all
these teachers are , it , it'shard to get access to some of
(18:02):
these guys. Like it's hard towork with David Ledbetter in
person, or Sir Nick or, youknow , it's , oh yeah . It's
really , it's hard to get alesson with Martin . Like he's
got golf schools booked outfor, you know, months and
months. So I wanted to reallybring them into a platform
where people could fix some oftheir biggest challenges, kind
of in a step-by-step way smartto learn from these guys that
(18:22):
are , are some of the best ofthe best. That would be
difficult to try to work withthem like in person or
actually, you know, work withthem .
Speaker 3 (18:31):
No , that's brilliant. So I mean, right now
how many instructors do youguys have on the, on the site
or on the system?
Speaker 2 (18:38):
There's a handful.
Um, I mean, you know , I thinkI rattled off some, like, the
main ones that we're workingwith currently are guys like
Eric Martin, Chuck , um, work alittle bit with Sir Nick ,
David Ledbetter , Rocco Media .
We do some work with him. We'reabout to have a couple more
that we're rolling out with,but I would say there's a
handful of, you know, five ,um, just six guys that we pre
(19:00):
pretty regularly work with anddo video shoots with and come
out with new content. And , uh,you know, we're always looking
to strategically add a couplemore to the mix, which I think
people are gonna see in 2024.
That's cool. Um , but yeah,five keeps us pretty busy. Um,
you know, as much as I wouldlove to have 400 different
teachers, you know, five keepsus pretty busy with everything
(19:21):
that we've got going on overhere,
Speaker 3 (19:23):
Because I've been at Martin's place when you guys
are filming him. Yeah . Like,and I'm like, whoa, this is
legit. Because I mean, it'slike high quality, like the,
and it's , it's legit. It'slike a movie set. It's like
really nice. Like, I was like,holy smokes.
Speaker 2 (19:35):
I looked through my, I looked through my phone and
I, I looked out when I wastrying to run these video
shoots, Paul, in like 2016,like, you're getting to the
course, it's like
Speaker 3 (19:44):
Four . Is it you filming or do you have like
somebody helping you?
Speaker 2 (19:47):
No , I was there, but I was trying to direct the
shoot, so I'm
Speaker 3 (19:49):
Like, Hey , yeah , you're like a crazy person.
Speaker 2 (19:51):
We got six hours, we gotta do this in the morning,
we gotta do this. And the wholeday is mapped out and, and now
fortunately we have like areally good film crew.
Speaker 3 (20:00):
Yeah , yeah .
Speaker 2 (20:00):
You know , um, with guys that really know golf ,
um, I know exactly
Speaker 3 (20:04):
What you're talking about too , those guys. I know
those guys.
Speaker 2 (20:06):
Yeah. These video shoots aren't easy. Like people
think, oh, it's easy to shootvideos, but you're at the golf
course, you're battling a lotof elements and , um, there's a
lot of stuff we're trying toget done in these shoots. But ,
um, it's cool to see how theproduction quality has improved
from kind of when we, you know,we first started.
Speaker 3 (20:22):
So if somebody goes to Performance Golf zone, like
how does it work? Like I knowhow it works personally, but
how does it work if somebodycome in and they sign up for
like a class and then they cando more classes? Or how does it
usually work if somebodydoesn't understand how that
works? Yeah,
Speaker 2 (20:35):
So we offer a number of different programs. I mean,
some golfers just wanna come toour site to fix their slice.
Some golfers wanna come andjust , uh, improve their
contact. So we offer one-offcourses that golfers can buy.
That's one of the options thatwe have. Yeah . It's like, Hey
, what's that biggest painpoint? How can we help them
have kind of a step-by-stepplan to fix that? That's one of
(20:57):
the things. The second thing wehave is we have something
called the Scratch Club, wherebasically I broke golf into
like a six step framework toreach your full potential. And
I kind of found the best of thebest teachers in the world for
all those areas. And wedeveloped a framework to help
the average golfer get closerto scratch golf. And that's a
subscription that we have. Um,that's around $29. That's cool
(21:19):
. Yeah. Then we also haveanother option. I mean, some
golfers like to get hands-onfeedback. So we have an option
or site where you can send in avideo of your swing, and a pro
of ours will get on camerawithin like 48 hours of when
you send the video in at thelatest. I mean, so they're
getting on camera quick andthey're sending you a video
back saying , Paul, you'redoing this, this, and this.
(21:39):
Great you's a drill that'sgonna help you fix this. And it
becomes like this interactivefeedback loop. And we have, I
mean, we have hundreds ofpeople a day that are sending
their swings in.
Speaker 3 (21:49):
That's awesome .
Speaker 2 (21:50):
That we're helping.
So those are kind of the bigthree things along with, you
know, the training programs andsome new, or the training , um,
the physical products and somenew things that we have that
we're,
Speaker 3 (21:58):
That we're doing now. So like when did you guys
start doing physical products?
So that's pretty recent, likein the last year or less,
right?
Speaker 2 (22:08):
Yeah. Um, it was Masters Sunday, not this
masters , but last masters . Sowe're going back , um,
Speaker 3 (22:14):
22.
Speaker 2 (22:16):
Yeah. Or yeah. So we're going back, I don't know,
maybe like 18 months ago, 17months ago. 17 months ago I
guess . And I'm sitting on thecouch with Eric Gono and a
couple friends and we're justtalking about golfers' pain
points. And like, I just hadthis epiphany. I'm like, okay,
golfers struggle with Clubfacecontrol, they struggle with
Ford Chaffing . Why don't we dothis, this, and this? And I had
(22:36):
this idea , um, which becamethe Straight Stick, one of our
really Holy smart . Yeah. Andit hit me and I was like, okay,
I don't know how to sellphysical products. I don't have
any manufacturing contacts, butI gotta go figure this out. So
it took a full year to buildit, figure it out, have it
ready. And then the followingMasters Sunday, ironically we
(22:57):
launched the product and itkind of took off, but it
basically, it blew up.
Speaker 3 (23:02):
It's like everywhere now . Yeah ,
Speaker 2 (23:03):
It's probably this year. I mean, the , the idea
was 18 months ago. Right. Andwe were able to launch it six
months ago, which um, has beengreat. Has been great so far .
Speaker 3 (23:13):
So was that the first product then was a
straight stick ?
Speaker 2 (23:16):
The Straight Stick was the first physical product
Yep . That was part of our
Speaker 3 (23:20):
Platform. And then , um, when did like the, like EA
Z three and the launch deck andall , and the straightaway,
because that's , I've beenstarting to see the commercials
for that too.
Speaker 2 (23:30):
Yeah. So those all came out in the following
months. So those are, those aredefinitely dropping them .
Speaker 3 (23:35):
Yeah. New products,
Speaker 2 (23:36):
Those are definitely , yeah. And again, like we're
really just, you know, we'renot trying to create like a
stealth driver for Tour Pros,but what we see in the market,
Paul, is there are gaps in themarket that golfers have pain
points for. I'll give you anexample. Like we created the
Easy three because the averageguy that swings 80 miles per
hour has a tough time hitting athree wood off the ground. It's
(24:02):
a hard club to hit. I mean, I'ma scratch golfer and I can't
say I'm the, the greatest threewood player from two 60 off the
deck, and I'm not the buyer.
Most people buying our things,Paul, are guys that are like 20
handicaps, 15 handicaps. Yeah .
It's a lot slower. So we'relike, how can we create some
things just to stack the deckbetter for these golfers to
(24:22):
make the game more fun, smart .
And that's kinda where a lot ofour, I would say our physical
products kind of come into themix for them.
Speaker 3 (24:30):
So do you have more products , uh, coming out in
the next six months?
Speaker 2 (24:35):
We do. Um, you know, to get a product right, it
takes a lot of testing, a lotof prototyping, and , um, we
have , um, actually a driverthat we're gonna be , oh
really?
Speaker 3 (24:46):
Oh my gosh,
Speaker 2 (24:48):
In October. Um, it's a club that's gonna really ,
uh, make it a lot easier forsomeone that hits a fade or a
slice to square up the face alittle bit easier. And then
next year we've got a number ofother products that are in
manufacturing now. Um, and ,and the results with our
testing has been unbeliev .
We've just been prototypingthese now for a full year, and
(25:08):
we have at the point wherewe've tested like hundreds of
golfers on 'em , and , and theresults are really cool. So I
think our, our roadmap for 2024, uh, it's pretty fair to say
we're , we're all reallyexcited about.
Speaker 3 (25:20):
That's so cool. I what I , what I like about
performance golf is that like,it's such high quality, the
content's so good. The site isso good, the instructors are so
good. Like, it's like , it'slike everything's done the
right way. It's not, you know,it's not halfass, it's not like
some cheesy like PDF and like,oh, here, go watch this. It's
like, it's high quality contentthat will actually help you
(25:44):
with people that know they'retalking about. Like, that's
Speaker 2 (25:46):
The part . No , I , I appreciate that. I think a
lot of that, like, you know, asa business owner, you're trying
to juggle a lot of things, butlike if you look in my, if you
look at my phone here, youknow, Paul, I'm that guy that
literally, like, I've had yearswhere I've fill my golf swing a
thousand times in a year, andI've personally in my golf
career, I've wasted a lot oftime working on the wrong
(26:07):
things. And you know, we see somany golfers out there that
just aren't getting better,that are just jumping around
from so many different things.
So really our big goal here islike, how can we give, go ? How
can we help golfers identifytheir issue, get them working
on the right thing, but thenkind of a plan on how to fix
it. I see so many guys like, goto the average driver range ,
go to the Raven and you'regonna watch guys just slam 50
(26:29):
balls machine, machine, throw'em, slam their clubs in the
trunk and think what the heckjust happened. So our goal is
how can we help these guys goto the chorus with a little bit
more of a plan to be strategicin their improvement efforts?
And, and we take thatseriously, you know, to, to
help these guys hopefullyimprove.
Speaker 3 (26:46):
Well, that's a disconnect, right? It's like
you can get these products, butlike, you know, either on, on
an iPad or physical Yeah . Butif you don't actually have a
plan, it's not like you'regonna use it or really, you
know, it's gonna be one morething you bought that didn't
work, but it with , with yours.
It's like you have both. It'slike you have a full plan if
one, if you have one issue, youcan watch this from this
instructor, famous instructor,right? Yeah . And then it's
(27:09):
like, if you don't have thatissue, but you wanna get better
at golf, we have the entireprogram from all these famous
people that will help you getgood. And if you wanna take
something physical, you to gopractice it, we have that and
you can go to the course and gopractice it. So it's like you
have the whole gambit, which ishonestly brilliant. So Yeah.
And
Speaker 2 (27:25):
Golf's a hard game.
I mean, I think we have to bereal with ourselves. Like, you
know, you think about , um, didyou play sports growing up at
all, or?
Speaker 3 (27:31):
Yeah, I did.
Speaker 2 (27:32):
I mean, if you go out and shoot , if you go out
and shoot a basketball, you'regonna improve your jump shot .
If you go play chess, you'regonna probably get better at
chess, right? But golf, I mean,according to the United States
Golf Association, after playinggolf for three years, you
actually get a shot worse.
Speaker 3 (27:48):
Really?
Speaker 2 (27:49):
Yeah. Golf is so counterintuitive where like you
can do, you can, you canpractice and get worse. So, I
mean, I've personally wastedfive years of my time working
on the wrong thing as like ascratch golfer. And if I'm
doing that, imagine a 20handicapper out there that
might not have as much golfacumen that I do. So I think
(28:10):
just that plan is so important.
How can you practice smart? Howcan you practice the right way
to not form more bad habits?
And I think that's one of thebig, you know, kind of missing
gaps that you kind of see inthe, in the golf market today
for most, most golfers.
Speaker 3 (28:28):
Yeah. And I think there's a bit , there's been a
void in the market too foractually actionable content
that people can get. Mm-Hmm .
think you guys, and I wastelling this to Brix and
earlier before the showstarted, I'm like, I think he's
the only brand everyone's talksabout doing this. Brix is the
only person who's actuallydoing it, right? Everyone's
(28:48):
like , oh, we're gonna be doingthis. And it's like they're
doing it at a high levelalready, straight out of the
gate after a couple years. It'slike, that's the force, that's
the force we reckoned withright there. You know , it's
like everyone else , it's liketoo late. You had your chance
but you didn't do anything.
Speaker 2 (29:02):
I , and I think there are a lot of great, you
know, there's a lot of golfinstructors that I have a lot
of respect for. It's just, as agolf consumer, you need to be
careful. It's like, hey, yougotta get the right info that
applies to you. But then alsoyou need to know how to
practice it, right? You need toknow like, hey, if I'm gonna go
hit 30 balls, like what's theintention gonna be? How should
I kinda work through those tohave a good session? So again,
I think there's a lot of greatteachers out there, but I think
(29:24):
the disconnect sometimes can behow do you actually implement
these things? Yeah .
Speaker 3 (29:27):
Follow through with it. Exactly. Which is huge. I
they also, the other thing istoo is I think people are
intimidated to go get a lesson,right? For whatever reason and
the cost, right? Like the costis not cheap to get a lesson. I
mean , you get your pay for, soit's like with this, you get
high quality content from theworld's best instructors.
Speaker 2 (29:46):
Yeah. That
Speaker 3 (29:46):
Is stuff that really matters. And it's not , it's
not gonna like break the bankor you gotta put like a
thousand dollars deposit orsome other crap. It's like you
can literally just do what youwanna do, which is really
smart.
Speaker 2 (29:56):
Try to make it affordable. And I agree like in
person's always good if you canfind a good teacher, but the
reality is a lot of peoplearen't gonna do that, right?
Speaker 3 (30:04):
No , I wasn't gonna do that.
Speaker 2 (30:05):
And uh, yeah, I think that's kind of what
we're, we're trying to do,making these courses , um, easy
to follow to help them fix someof their biggest issues. To
shoot better, to shoot , uh,better scores , uh, faster.
Speaker 3 (30:16):
So in the next like six months you have new
products coming out and thenyou have more instructional
like series coming out too,like with other instructors or
Speaker 2 (30:24):
We do. Um, I think the big thing that I'm really
excited about, you know, isagain, like our motto around
here is how can we help golfersimprove faster? Like that's
really kind of our goal. Um, soone of the big things that
we're rolling out here in thecoming months are we're gonna
have a performance golf app. Soyou can have all the videos on
your phone, but the biggestthing that we're most excited
(30:44):
about that I've been working onnow for, gosh, probably a year
and a half, is we're developingan AI component to our app
where you can take a video pollof your swing and our app will
analyze 17 different things inyour swing through three d
skeletal motion capture. Andthen our app will give you
feedback saying, Paul, here areyour top four swing issues.
(31:06):
Here's the order you need towork on your issues on, and
it's gonna show you drills toimprove them. So let's just say
your biggest swing issue isyour, your pelvis rotation.
You're gonna see that in theapp, it's gonna give you a
video, you know, right inthere. And then you can film
your swing again. And it'sactually gonna give you
real-time feedback if you'reimproving that.
Speaker 3 (31:29):
Wow.
Speaker 2 (31:30):
So this has been a , a, a huge project. We're
currently in beta testing withit, and we're, we're, we're
gonna roll this out rightbeginning of 2024. So that ,
that , that's probably thebiggest thing that I think
golfers should be excitedabout. Just having that feed
that way to practice withfeedback and that way to
practice knowing you're workingon the right thing. And that's
something we're really excitedabout .
Speaker 3 (31:51):
That's crazy. And then you also, then you have
all the instruction on top ofit. So it's almost like you can
actually know what you're doingright and wrong, and then if
you need more help, it'll tellyou what to do and be like, oh,
maybe you should watch thisvideo from so and so . Yeah .
That'll reinforce what we'reselling you or what the app's
selling you.
Speaker 2 (32:09):
That's the goal.
Yeah . The apps is gonna bethere to be a feedback device
for you and, and really get youfocused on let's work on the
right thing. Uh , you got fiveissues, right? But let's work
on the biggest thing that'sgonna move the needle for you.
And it's all built kind ofthrough this three d skeletal
motion capture. So it's gonnabe super customized for
everyone and um,
Speaker 3 (32:26):
Yeah,
Speaker 2 (32:26):
I think people are gonna love it .
Speaker 3 (32:28):
That's cool. So where can people find like
performance golf?
Speaker 2 (32:34):
Yeah. Well there , there's this site that I've
been working on for a coupleyears, Paul. Um, it's called
performance golf.com.
Speaker 3 (32:40):
Ah , there we go.
Speaker 2 (32:41):
That's a great place. And you know, we've got
some, some free content there.
We have information about someof our clubs. Um , we have a
way where you can kind of tellus your issues on the site and
then we'll give you somefeedback back on where to
start. Uh , but performancegolf.com is the , the best
place to look.
Speaker 3 (32:57):
That's awesome.
Well, Brixton's a very busyman, as you guys can tell. So
I'm really happy he was able tocome hang out for a while with
us and talk about performancegolf. If you guys want to ,
like, if you guys need help orinstruction, like this is the
place to go to on the internetand with the, with the
instructors they have and theproducts they have, it's just,
it , it's mind blowing , likethe direction that's happening.
(33:18):
I'm just, I'm really impressedwith performance golf . Like
that's straight. Well , Iappreciate, and I'm not just
saying that like, it's likesmartest thing I've seen in a
long time, so. Well, Iappreciate it , Matt . Kudos to
Brixton and his team, likethat's cool. Yeah,
Speaker 2 (33:29):
Definitely. And we would love to have you to the
site. Hopefully we can help youimprove. And it was nice to
speak here. You know, I'mdefinitely passionate about
golf and um, really enjoyed ourconversation here.
Speaker 3 (33:38):
Yeah. Well thanks for being on the show and I'll
see you guys in the nextepisode.
Speaker 1 (33:43):
Thanks for listening to another episode of Behind
the Golf Brand podcast. You're
Speaker 2 (33:48):
Gonna beat me and
Speaker 1 (33:49):
Golf stay connected on and off the show by visiting
golfers authority.com. Don'tforget to like, subscribe and
leave a comment.
Speaker 2 (33:56):
Golf is always more fun when
Speaker 1 (33:58):
You win. Stay out of the beach and see you on the
green.
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