May 12, 2025 • 41 mins
Live Forever Golf (LFG) is a golf lifestyle apparel brand founded in 2020 by four friends—Scott Toole, Matt Every, Scott Riley, and Lewis Price—in northeast Florida. The brand originated from a viral moment during the 2019 AT&T Byron Nelson Tournament when PGA Tour golfer Matt Every dramatically threw his wedge after a frustrating shot. This moment inspired the creation of LFG’s iconic logo, a silhouette of the club toss, symbolizing the raw emotions and passion inherent in golf.
The company was born during the COVID-19 pandemic when the founders used the global pause to channel their creative energy into building a disruptive brand. Their mission was to design apparel that resonates with golfers while challenging traditional norms of golf fashion. The name "Live Forever Golf" was inspired by Matt Every’s tattoo, which references the Oasis song "Live Forever," reflecting the brand’s ethos of passion and timelessness.
LFG embraces a relaxed, countercultural approach to golf apparel, offering stylish yet functional clothing for both on and off the course. Their product line includes hoodies, sun shirts, shorts, hats, and performance gear designed with comfort and versatility in mind.
Operating predominantly online, LFG has rapidly grown its customer base while maintaining authenticity and customer-centric values. With plans to expand into pro shops and PGA Tour events, Live Forever Golf continues to redefine modern golf fashion while staying true to its roots in camaraderie and creativity.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Paul (00:35):
Welcome to the Behind the Golf Brand Podcast.
This week I have my good friendScott Riley from Live Forever
Golf.
If you guys don't know LiveForever Golf.
They make some sick, sick, sickclothes and I am super excited
to have them on the show talkabout their history, how they
started and where they're goingand their new collection that
just came out.
So lots of cool stuff, sowelcome to the show yeah, hey,
(00:56):
man.
Scott (00:57):
Thanks for having me on, paul, it's good, uh good, to see
you over the internet again ohyes, the good old internet and
my only family.
Did you grow up in a mall?
Paul (01:09):
No, did you grow up in a mall?
Scott (01:12):
We were talking about Street Fighter 2.
You got it and your backgroundthere I mean cheat codes for
Street Fighter 2.
Paul (01:23):
It was some dude.
My mom would be like I want togo shopping at Dillard's and I'd
be like I go with you, go toarcade.
Scott (01:31):
She'd be like yeah, go ahead.
And then I, those were the daysI mean you had mortal kombat,
nfl blitz, I mean just whichmortal kombat the original, I
like two, I think was what Ilike.
I like moral combat too.
I mean, I grew up with a sega,genesis and uh, so any iteration
(01:52):
of those were were fine with me.
It was just remember like whena really cool, uh arcade game
would come to your console.
Paul (02:01):
It was like worlds colliding do you remember how,
like I remember this, like Iremember, when um mortal kombat
came out and they put onnintendo, but nintendo wouldn't
show the blood, they would showlike right, yeah, yeah, I don't
remember that it was like theywouldn't show the blood, I just
remember that it went against, Ithink, nintendo's values, so I
(02:24):
got to respect that.
Scott (02:26):
That's cool, but that's why I had a Sega.
Paul (02:29):
Oh, definitely, because you want to see the blood, you
play some Altered Beasts,absolutely, absolutely.
It's like we start talking likevideo games, old age stuff.
Oh man, I'm getting old bro, Idon't play them anymore.
Scott (02:41):
That's for sure.
I don't play.
Paul (02:41):
I don't play them anymore, that's for sure I don't have
time for video games.
You kidding me.
And then my kids are playingwith it and they break it and
I'm like I'll just break up more.
Scott (02:50):
I really you know, I thought when I was, uh, when I
first started having kids, that,okay, this will be a way for me
to and play games with my sonand like, no, it all just blew
right by me.
I have no clue how to work acontroller.
Paul (03:09):
No clue the funniest thing is when your kids are better at
you.
So when they're a little likeoh yeah, let's play mario kart,
or let's play some shooting gameor something silly, I don't
know, and then they get betterthan you and it's like okay,
let's just let's play some n64and or super nintendo, mario
kart, do better now.
Scott (03:24):
And it just beat you with a d-pad, let's, yeah, I
remember your funny story is afunny story.
Paul (03:30):
My cousin, when I was a kid, I remember I had remember
tech mobile for nintendo.
That was like the coolestfootball game ever.
He was like a 30 year old manand I remember that's when you
could be like the chicago bearsand they're really good.
You could be the lions and likeevery time that one guy like
you know like okay, barrysanders, and he could blow
through the line or I remember Ibeat my cousin.
He was a 30 year old man.
I was like 12 right.
(03:51):
I beat him in tech mobile.
I thought he didn't beat theshit out of me like straight up.
He was so pissed.
He like ripped the controllerout, he's like.
And then he like ran outsideand jumped in the pool and my
other 30 year it was a 30 yearold man and then my other
cousins or siblings were like Istarted laughing.
I was laughing so hard, he'slike, I'm like man, what a poor
sport.
I still thought it was like 50something or 60 something.
Scott (04:12):
Yeah, I've been known to be a poor sport in video games
back in the day.
Paul (04:18):
Yeah, me too, breaking controllers throwing, breaking
controllers, throwing them inthe reset button oh I don't
happen.
I had a friend once we had likea nintendo and like he was
playing rbi baseball and he waslosing.
But he also knew if he kickedhis, if he kicked his, like
dresser, it would like reset thenintendo.
So right before it would likeend the game, he'd kick it and
(04:39):
it would reset.
You like, oh I don't happen,dude, like it's all messed up.
I'm like really, bro.
But anyways, enough of ourtraumatic childhood um playing
video games, um where do youlive?
Scott (04:55):
uh, we're based out of jacksonville, florida, so, um,
right here in the backyard ofthe pga tour and, uh, what a
state for golf, but we'restarting to get some some better
temps here it's.
It hasn't really felt like golfseason yet, um, I mean, well,
we had a pretty unusually coldwinter that was so freaking cold
(05:20):
oh it was great because it keptall the people inside.
It was too cold to go play, soit just kind of starts a later
transition from winter into thespring as far as the turf goes.
So a lot of struggle.
Bus courses going right now,unless if you ever see the TPC
(05:41):
Sawgrass so the players wasphenomenal.
I feel like that's when it justkicks the golf season into gear
here.
We got the Masters coming up ina couple of weeks.
Are you going?
No, unfortunately.
Do you have tickets?
Paul (05:58):
No, but you got right.
I wish I do know people who aregoing.
Thanks a lot for inviting me,Jerk.
Scott (06:04):
Yeah, it's, it's a that's become a really tough ticket
these days, um, but no, we we'vegot a couple of um, a couple of
pros that we uh have on ourstaff that are playing on corn
fairy champions tour, uh, but wedon't have anybody with their
their card right now on on thepga tour.
(06:25):
Um, that's uh definitely abucket list, definitely a dream
of ours to to be able to go toaugusta one day with uh somebody
wearing live forever golfinside the ropes so how did live
forever start?
um man it like the genesis ofthe initial.
(06:50):
Thing yeah, I mean you're allboys right.
It started with a text threadwith a bunch of friends, um,
that were cheering on matt every.
So.
I played professional golf inthe early 2000s, just slugging
it out on many tours to callmyself a q school dropout um
(07:11):
they'd be probably make dude youshould make a t-shirt school
dropout well, there's, there's afew thousand of us that would,
uh probably wear.
Paul (07:21):
I think you would wear that because funny too.
I too.
I mean not, but it is.
Scott (07:25):
It's the only school I've been kicked out of, but they
still took my money, lots of it.
But no, that was professional.
Golf was at a very differentpoint.
You know, 18, 20 years ago,when I was giving this a run,
there was felt like there wasmore of a path to the PGA Tour.
For you to kind of earn yourstripes on the mini tours, go
(07:49):
through Q School, get some, youknow, some confidence, and then
next thing, you know it's ajourneyman game unless you're
some sort of a prodigy.
But the mini tour days were very, very cool and I got to spend a
lot of time with one of my bestfriends, matt Every, who wound
(08:14):
up going on to bigger and betterthings on the PGA Tour and went
in a couple times out there.
But you know, it's a truemeritocracy.
It's an individual sport thatdoesn't have a lot of support
unless it's coming from yourfriends and family and um.
So we were always right therein maddie's corner when he was,
(08:37):
uh, slugging it out there onnationwide tour and then
eventually pga.
Um, this is a long-windedanswer to get to to no, it's a
great answer again, the verybeginning.
Paul (08:49):
Like you know, you had to get to a certain point to
actually start it right, likeyeah, like what's the real
reason behind it, not like oh,you want to make money selling
clothes.
Scott (08:58):
You know what I mean like there's a real story here well,
and back in that day fashionwas very different and you a lot
of these, you know companiesthat are huge today weren't
around back then the PeterMillars of the world.
Paul (09:13):
They're all starting back then.
Scott (09:15):
Yeah, they were all just starting to kind of find their
own way.
But I had to go find, you know,clothes off the rack that kind
of fit my personality, and backthen it was something like
slacks from banana republic andmaybe a lacoste polo and they're
hot as they're all like thick.
Yeah, actually they're hot yeah, you had to wear pants out
there, unless it was uh uhhooters tour, you got to wear um
(09:39):
shorts or a short top no, youhad to wear pants.
Had to wear pants shorts or ashort top.
No, you had to wear pants, hadto wear pants right optional.
But you know, it never madesense to me that we were wearing
all these clothes off thecourse.
That didn't match up with whatwe were wearing on the course,
(10:03):
and so fashion's kind of been inmy life, whether I knew it or
not, for forever, just kind offollowing me along and um, fast
forward.
Another 15 years later, mattevery throws a a club at the
byron nelson tournament.
Paul (10:21):
He's playing really well, right?
Let's talk about that.
What happened, right?
Why?
Why did he throw the club?
Scott (10:26):
I love this story yeah, um, he was playing really well
and pulled a t-shot into afairway bunker on a par five and
had to wedge out, um, and youknow, just feeling like he got
dealt a bad hand on the, thekick in the fairway or whatever
that led it to go into thebunker, um, he just had a primal
(10:49):
release.
I mean just a real rage momentthat that needed to be let go,
and it's just so indicativeright, right, right and it's
it's just an indicator somebodythat's passionate, somebody
that's like living in thatmoment and, um, you know,
(11:10):
they're just highly competitiveand wanted to just let it all go
.
I mean the the next pictures ofthem are just, you know, kind
of sitting down like processingwhat just happened.
He left it right there andmoved on, finished second.
In that event, he had a chanceto win down the, down the
stretch.
But I mean, it just kind ofsymbolized a lot of things that
(11:34):
that I had felt about the gameand that I felt like other, um
other athletes and otherprofessional yeah yeah, anybody
that's ever been, you know,pissed at an outcome that they
felt like they put in moreeffort than what the result was.
(11:55):
But that happened in 2019.
And it was another year thatwent by until I decided to do
something with that motion.
Paul, I thought it was the mostathletic move I've ever seen on
a golf course.
It looked like a guy that washucking you know a football on a
Hail Mary or a pitcher that'sthrowing 98.
(12:15):
It just resonated with me assomething that kind of
transcended golf and we startedbranding it, turned that that
motion into a silhouette, uh,started putting it on t-shirts
and hats and incubated this, uh,this baby and um in a garage at
(12:39):
my uh, other co-founder, scotttools garage.
We worked out of his backyardessentially for three years just
getting this thing cranked up,um and I don't know just.
It was so well received when westarted, you know, um, seeding
some of the initial pieces ofproduct inside the rope.
(13:01):
So matt was still playing ontour at the time and we were
getting our t-shirts andheadwear onto the, the backs of
caddies and some players like,uh, you know, bo hosler and a
short game chef all these um,peers of matt's, you know loved
it.
I mean, jt poston says it's thebest logo in golf and I'm just
(13:25):
trying to get them to ditch thewhale and come on over to live
forever.
It's been an incredible journey.
It's been incredibly rewarding,just to start something.
Now we're off to the races.
Paul (13:43):
Yeah, it's totally the gas now we're, we're, we're off to
the races and yeah, it's totallythe greatest thing.
Logo, dude, it's like.
That's like the.
It's like an iconic logo, youknow like.
It's like the tiger, you knowlike, that's almost like, but
it's the.
It's for the golfer who, whounderstands like there's very
rarely you actually do the tigerthan when we we do your guys's
(14:03):
logo.
You know what I mean.
We're just like actually do thetiger than when we we do your
guys's logo.
You know what I mean.
We're just like so pissed thatyou can't like what's happening
well, it's uh.
Scott (14:12):
What was that sorry?
Paul (14:14):
oh, I'm just saying that, like, that's a great logo.
I mean it's, it's smart.
Scott (14:18):
I guess it's really cool yeah, it feels like, uh, you
know kind of a jump man of golf.
How can we attract others intothe sport?
Because golf has just been,I'll say, infiltrated by other
brands.
But you're seeing more and moreof kind of like pop brands and
(14:43):
pop culture coming onto the golfcourse, which is freaking
awesome.
It gives us an opportunity to,to create so what?
Paul (14:52):
when?
When did you guys go live?
When was like?
When was the initial release?
Scott (14:59):
yeah, I think our shopify site went live in September of
2020.
Paul (15:04):
So about, six months in Right right.
What was the initial drop?
Was it shirts or pink hat,headwear?
What was it?
Do you remember?
Scott (15:15):
I think this is one of our first pieces.
This is called the Rotus, theRope of the United States.
We started I mean mean this isa richardson umpqua.
I mean one of my favorite hats.
This is dude, richard makesgood hats, they do.
And we still.
We still use some richardsongear for some of our, our
(15:37):
headwear, but now most of it isbeing made uh custom dust, fully
manufactured for live forever,golf and um.
But yeah, we started with uh,t-shirts, hats, we had belts,
towels, um, ball markers, uh,just your, it felt like a kind
(16:00):
of a promo style of organicmarketing, just guerrilla
marketing, stickers, koozies, Imean, all these man.
Looking back, our spin was alot lower on some of the
products but uh, it, just, itmorphed rather quickly.
(16:21):
Um, after we hired uh mattproctor to help us with our, our
design work and our productdevelopment.
So we knew we wanted to makepolos, we knew we wanted to make
stuff for, on course, we knewwe wanted to continue to dress
ourselves, and so we didn't wantto do that.
Paul (16:42):
Right like it's stuff that you like yeah, like you're
making clothes for you.
Right, like styles and designsand the way it feels and the way
it works.
Scott (16:52):
Yeah, like the, the easy route would have been to, um,
find other manufacturers thathave blank products and kind of
decorate ourselves, but but that, uh, you know that was an
authentic and a little bit lazy.
I think we could go a littlebit further up the stream and
(17:13):
work with a manufacturerdirectly to to bring us fabrics
that are available on the marketto bring us in, like the
performance hoodie.
Paul (17:29):
Your fabrics are nice.
Scott (17:31):
Thank you.
Everything's built withintention.
We're building it basicallyfrom fabric to finish.
In some cases, we develop ourown fabrics.
Paul (17:45):
Yes, what is the most popular product?
You guys, you feel like that,you like uh it's been.
Scott (17:56):
It's a it's kind of a dead heat race between the dawn
patrol and the soft landing.
Uh hoodie.
Um, I'm wearing a sunrisehoodie.
This is a fall, fall piece.
I just it's, uh, what I had inthe closet this morning, but I
probably should have worn one ofmy best sellers for the for the
(18:18):
pod.
But uh, no, the, the outerwearthat we make is is absolutely
killing it.
Um, everything's done reallywell, our polars are fantastic,
uh, but it's a very competitivespace when you come into the
polo game.
Paul (18:36):
So the Weekend Warrior, you said, or the Sunrise.
Scott (18:39):
Weekend Warrior.
We just introduced that lastDecember as a new outerwear
piece.
I wish it was cold here still,just so I could wear it, but uh,
it's just complaining about itnot being golf weather.
So, uh, I'll wait till we getto the uh, uh, to the fall to
(19:02):
bust it back out again or turnthe AC down in the house and
walk around in the weekendWarrior.
Paul (19:07):
Dude, that's a six.
Yeah, I would wear that allsummer or all winter.
I mean, it's getting hot herenow, but like, like, I would
literally wear that every day.
You know, like that, like theperformancey hoodie I don't even
call it like, I'm gonna find itlike it's got a uh here.
Scott (19:24):
I want to go find one.
You keep it, you keep it going.
I want to show, so I'm making asong for everybody.
Paul (19:30):
Well, Scott.
Scott (19:40):
Here we go.
Paul (19:42):
All right, so what's that?
Scott (19:45):
This is the Weekend Warrior.
It is an Ottoman fabric.
It feels a little bit like aterry, but it's got a ton of
stretch and movement.
It's soft, just a greatsilhouette, super soft Actually.
I gave my mom one for Christmasand she freaking loves it, so
it's a little bit of a unisexfit.
(20:05):
Everybody keeps asking us ifwe're going to make women's
clothing and I say we need tostay in our lane.
Um, there you go.
Oh hey, we still have a salegoing on.
All of our auto wearers, uh,mark 30 off until the end of
(20:27):
this evening.
So I need to get one of theseso this is that.
Paul (20:31):
This is the weekend where you just showed yeah, dude, that
looks all so comfortable itreally is.
(20:44):
It's a great rug and this came out over the holidays it did.
Scott (20:49):
Um, it's done really well for us.
We're kind of getting down tothe oh, it's good to see we're
well low in stock on a few, butum, yeah, come and come and get
it while the supplies last andthen the sunrise.
Right, that's what you'rewearing yeah, yeah, that's a
great um, a little bit of alayer piece, but I also wear it
(21:10):
without a polo underneath, soit's good lightweight
performance product.
Um, you know, our, our taglineis for the player, not the game.
I think that that bleeds intoeverything we do, uh, right down
to how the, how the piece isgoing to fit and perform, uh
with your movements that's cool,like legit man.
Paul (21:35):
That's I'm heard, and that's what you're wearing right
now, is that?
Scott (21:40):
yeah yeah sunrise everything, everything yeah, the
dawn patrol.
That's our high-end piece.
Uh, it's a bubble knit wafflefabric.
Feels really good on the hand,feels really good on the body is
it hot or is it like no, it'sit.
It heats as it cools and coolsas it heats it's.
(22:05):
It really responds well to youknow, the environment you're in
I think it's the weekendwarriors a little bit heavier
piece and it keeps you a littlebit warmer.
But you know, see our guy rightthere, that's Tristan Thompson,
our model.
Paul (22:21):
He, uh, that's you dude, we're talking about you like
darkened your beard, I wish.
And you're like flexing for thecamera at the beach, uh huh On
the sand trap drinking a coffee.
No, I remember seeing that atthe show and I was like, oh,
that's so sick.
Yeah, I mean go ahead For thisseason, then like for this new
(22:45):
one that's coming out.
What are you guys focusing on?
Was it the polos or the shirts,or or everything, or what?
Scott (22:53):
yeah, I mean, we're really focusing on on getting
more eyeballs on the brand, andeverybody that discover us
discovers us.
You know, really don't know anydifferent than than what we're
making, so it um we've developeda core line of products that
(23:13):
are going to be staples, andthat's our ringer performance
polo and our soft landingperformance polo.
So we've kind of separatedthose two out into different
families.
The soft landing is a naturalfabric.
(23:35):
It's got a Pima cotton Lyocellblend.
It's got those naturalperformance capabilities that
you like to see in a synthetic,but it's you know, natural
cottons.
It's kind of wild to think thatwe're just walking around
wearing a bunch of plastics onus and we really like the look
(23:55):
and feel of the natural fabrics.
That could be something that wejust continue to lean into and
develop even further.
Paul (24:08):
Is this your release for the biggest week in golf next
week?
Scott (24:14):
oh, yeah, yeah, the, uh, the passionate patron, we, we
were just kind of screwingaround with our logo and decided
to put a flag stick in his hand.
So don't always need to bethrowing golf clubs, you can be
throwing something else it'd behilarious.
Paul (24:27):
You threw a flag at the course, dude.
That'd be so funny.
Scott (24:31):
In the list that's why I don't have that yet um yeah
we've got these.
Go ahead, I'll go ahead.
Paul (24:41):
Oh, you're just going scrolling through I I noticed,
yeah, we've got the azalea,that's uh I mean these are all
pieces of art um so is this like, is that part of that
collection, or is that the sip,or is that more like a branded
part of the line?
You know what I mean.
Scott (25:00):
Like, oh, that's, that's for our, our fans over there in
mississippi, um, I guess it's auh it's slang for mississippi.
Still, oh, I was thinking likesipping drinks and I was
thinking that's like me, so Iwas like yeah I mean we, we
(25:21):
don't have licensing, so we'restarting to to have those
conversations with some schoolsand we've been making some, uh,
unlicensed, if you know.
You know you've got gains,vegas and duval for our jaguar
friends and uh, scalp them fortallahassee and no, that's cool,
it's super cool.
(25:42):
Yeah, florida man, that thatwas a huge seller.
Um yeah, like I think at somepoint we had nothing probably do
like your logo and those colorstoo.
That'd be cool yeah, we havethat in the genesis polo.
I think it was on the otherpage, you know what I mean.
Paul (26:01):
Like essentially your logo is that color and be like the
florida.
Scott (26:04):
Look guy, I don't exactly um so we just started to get
our spring 25 uh line into hand.
So, uh, those orders have beenpacking and shipping to the
clubs that placed them with usback in january do you?
Paul (26:29):
you're saying you're making all your own hats now
they're like custom to youmanufacturer.
Do they have like all the rib,the stitching inside and the you
know the?
Scott (26:39):
yeah, the inside has all of our, uh, all of our labeling.
I mean it would.
You would think that we justmade it here in the back uh of
our office live forever golfbranding all throughout, um, but
then you get that trucker, meshthe waker right there.
Those, those are going onrichardson 112s it's the best
freaking my favorite.
Paul (27:00):
Everyone uses original, like that's what I tell people.
I'm like this is the mosticonic hat and I like have a
million of them and I love itbecause it's so easy to snap on,
snap off and it's you know.
I mean you can make your own ifyou want.
(27:11):
But that's cool yeah, that's, that's.
Paul (27:14):
That's the hat, but there's a while on the oh go
ahead.
Scott (27:19):
Oh, it's just gonna say that that green one there, the
morrison, that five panel,that's probably my my favorite,
uh favorite colorway.
I also like the Dusty Roseversion.
That turned out really goodEverything we make is designed
to be to match.
Paul (27:41):
Is that embroidered?
Scott (27:42):
or is that rubber?
That's a rubber, silicone typeof patch.
Paul (27:49):
It's a raised effect, so it's got some dimension, but
it's the same color as the hat.
That's crazy.
Yeah, I love that you know whatI mean.
Scott (27:58):
Well, the inside it, or, yeah, the inside is the hat.
Um, it's, it's all the.
The navy print on that is thesame color is is a raised,
raised.
That's sick, dude, that's supersick thank you.
Paul (28:15):
This turned out great.
You can see the white too.
That's a sick ass hat.
I love hats.
I keep getting hats.
Gotta have good hats, yeah,because they don't last forever.
You know what I mean.
Scott (28:29):
You gotta wear them until they die well, it's a bit of a
gateway drug to your brand.
Yeah, because they don't lastforever.
You know what I mean.
You got to wear them until theydie.
Well, it's a bit of a gatewaydrug to your brand, I think.
Looking back on some of mypurchases, I definitely wanted
to find a cool hat company andif they're making products that
align with what I want to buy,I'm going to go all in.
(28:54):
Yeah, that's what I want to buy, I'm gonna.
Paul (28:55):
I'm gonna go all in, yeah like you know, it's affordable
to like it's in that price pointwhere they're not like totally
like going headfirst into abrand but they like the hat.
No, okay, cool, like this isgood stuff, and then they go
into whatever else.
The next thing you and yourgateway drugs man, don't do
drugs, kids.
Um, I actually tell people allthe time when it comes to launch
(29:18):
monitors, I'm like, yeah, ther10 is like a gateway drug.
It's like you get a littletaste and it you're like it's
not too bad, and then yourealize you want something
bigger and better.
But yeah, that's cool.
Um, are you guys gonna do beltsthis year too, or no?
Scott (29:36):
yes, we are uh always updating our belt line.
Um, there's one new piece inparticular that we just launched
a few months ago called thedorado belt.
Uh, that one's uh it's acollaboration we did with a
manufacturer um out of guatemalaand so it's all hand woven in
(29:59):
guatemala and I want to saythey're assembled and antigua um
.
So we partnered up with antiguathreads to to make a make a one
of a kind LFG belt and gosh, weonly probably have like 50 or 60
left that probably get in timeto to make a reorder.
(30:21):
But yeah, belts are essentialto keeping your pants up and
everything we do over here.
So we just we were actuallyhaving that chat earlier today
Like what do we do for the beltspace here?
How do we keep evolving that?
Paul (30:37):
Because I think everybody's really going to your
website Because only so manypeople do belts, especially like
the weave belt or like a stitch, you know where they have like
the yeah, the needle points,yeah, the needle point kind of
style yeah, we have ribbon belts, we have some, uh, leather
belts and we have the, uh, the,the, the dorado.
Scott (31:04):
It's probably in your all the things.
I just saw it, there it is.
I just saw it there it is.
I just saw it there it is.
Boom, boom, boom.
Paul (31:11):
That's her that's her, that's her, that's her, that's
her that's her.
Yeah, yeah, yeah because it'sit's like both styles of,
because it's it's like bothstyles of, because it's it's
like both styles of belts, right, and then I'm assuming this is
belts right, and then I'massuming this is belts right,
and then I'm assuming this isjust do some cool stuff, have
(31:32):
you guys?
I noticed too that you guys haddone like, um, when it came to
outerwear, like you're doingjackets and stuff like that um
are you guys still gonna dojackets like heavier jackets,
like a rain windbreaker, butlike, um, what's it called?
like a rain windbreaker, butlike, um, what's it called?
Scott (31:53):
like a rain jacket or uh, um, like a windbreaker, I guess
, I don't know getting the rightword to say no, we've uh kind
of explored that, but the onlything that's really kept us from
fully going in on it is is thecost on stuff like that, um to
develop, you know, I mean theseare technical pieces with a lot
(32:18):
of performance fabrics and um,is it really worth?
waterproofing and like yeah doesit still work, you still can,
you know, move in it well, ifyou're going to make a rain
jacket, you need to have a rainpant and um the rain glow yeah
we're.
We've been a little bit fairweather when it comes to getting
(32:40):
out and playing golf in thattype of slot, but I would like
to to work with another brand,um, to do some sort of a
collaboration for our, our um,our, our weather gear before we
just go all in on makingsomething ourselves that's
smarter.
Paul (32:58):
I've always heard that from a lot of brands too.
It's like you'd rather.
A lot of brands say like they'drather work with the other
expert right in that type ofgear.
So it's like you've alreadyfigured that out, like why do we
need to figure all that out?
Like and then you know, letthem, we won't be the best of
what we do, we can bringsomebody else that's the best
what they do, you know, and kindof yeah, and if it's going to
be a really high-end piece, uh,you're going to spend what?
Scott (33:21):
320 bucks for a top and then another 250 270, so we're
looking at like a maybe a 600get up and if there's any type
of you know, integrity of thepiece that falls apart, then
you're.
Paul (33:38):
You lose all credibility that this thing's all about rain
gear, vortex or dot like,whatever it's made to do.
You know like.
Yeah, I totally agree on that.
Where can people find you?
Are you guys in golf shops?
Are you mainly online?
Scott (33:58):
Well, hopefully more and more all over the Phoenix
Scottsdale area.
We just hired a rep.
Paul (34:04):
We've got samples.
Scott (34:06):
Yeah, well, there's a process once you start to
onboard a new account manager ina different part of the country
, and we're at the mercy of howlong the postman is to get stuff
over.
So, you know, you can find usonline, obviously, at
(34:29):
liveforevergolfcom, but we're inprobably 30 pro shops Um, I'm
sandbagging that.
It's probably more than that,uh, but around the Southeast and
parts of the country, um, andyeah, we were in conversations
(34:52):
with a couple of other, uh, bigbox stores to potentially get
get a start in one of theirstorefronts.
So that's huge new, developingtype of information.
We'll be at the New Mexico Openin Turtleback Mountain down in
Elephant Butte, new Mexico, inSeptember.
So that's the first partnershipof that kind where we were.
(35:15):
We'll be working with the thesun country uh, pga section out
there and, um, yeah, there'sthere's a lot of interesting
opportunities that are startingto I think I like about you guys
.
Paul (35:30):
Okay, I mean outside your story.
I think your story is cool andI like your logo a lot.
I think your outerwear, youknow like your performance stuff
and your hoodies are sick like.
I think, like you foundsomething there you know that a
lot of people are not I don'tknow, doing a good job at, and I
think you guys are crushing itlike it's cool, like it's like
(35:51):
for our like.
I think if the regards what ageyou are, if you're like our age
right, a bunch of dorks fromlike who grew up in the 80s and
90s, you know or if you're likeeven a younger player, like it,
it's the cool thing to wear andit's something you would,
especially if you live like inthe south, or the south, the
southwest right, or california.
That's like the perfect, that'syour winter wear right there.
Scott (36:12):
Honestly, you know like you're not gonna wear more than
that um there's a lot of winterleft, too, around this country.
Um, so that's what I'm tellingpeople.
Paul (36:20):
I'm like because golf, like, I'm like everything, man,
golf is down right now.
I'm like, no, it's not.
It's freaking march 31st andhalf the country's in snow.
Still like we're not.
Scott (36:30):
You know exactly, exactly um, I mean, what are your
thoughts on uh quarter zips?
Paul (36:44):
I don't think a lot of people do personally, like I,
like how, you're just my, whatam I?
I will give you an example.
One of my favorite shirts thatI got was from phoenix open,
like five years ago, right, andit looks very similar to the
sunrise that and that kind ofcut right.
It all has a logo on it and Iwould literally wear that shirt
(37:06):
like every day.
I could if I had a wife to washit, because it's soft.
It was like, you know, it wasphoenix open shirt, but it's
still like it's super soft.
It wife to wash it because it'ssoft.
It was like you know, it was aphoenix open shirt, but it's
still like it's super soft.
It doesn't lose its color.
It's something I can wear.
It was good in jeans or it wasgood in shorts.
If it's like in the 50s, theycould wear it, you know.
So I don't know.
I feel like quarter zips,though I think a lot of brands
have a lot of quarter zips.
(37:27):
You know what I mean or evenfour zips a jacket.
It's back to what you weresaying, too, where it's like not
about more like performanceystuff, right.
Where it's like okay, is itgonna break, or is it gonna.
How many letters is it gonnahave?
I don't know.
That's my opinion.
Scott (37:41):
It was worth wait nothing yeah, I mean we, we probably we
haven't made a quarter zip intwo years.
Um to your point about leaninginto the outerwear and just
making pieces that that othersdon't have, that's been but like
no one's doing it.
Paul (38:00):
That's so cool.
It's like you are you know whatI'm saying.
Like when you start out withthe brand, from my own
experience, it's like you tryeverything, right, you're like I
don't know what.
Like we want, we want to makesome cool stuff, and you try a
bunch of stuff and then it'slike but I feel like at the end
of the day, every brand has toask themselves, like who do we
want to be known for?
you know what I mean like oh,they're the brand that does the
(38:20):
sickest ass x.
You know what I mean, and thenyou can make other things, but
you're the sickest accent, youknow.
Like that, in my opinion, Ithink you're out over.
Sick as sick as hell, dude.
But that's me and I I managedto show a couple times and, like
I felt yourself, I'm like, oh,this is cool.
Scott (38:36):
So I think um no, I'd keep going give you and your
hair looks really great and uh Ijust got it, but then I look
like a santa cla.
Paul (38:49):
I don't want to do that.
Scott (38:51):
I just got it cut.
My hairstylist's name is LeeTrevino.
Paul (38:57):
No, it's not.
Scott (38:58):
Yes, dead serious.
Paul (39:01):
He's the relief, trevino, he's the man.
Scott (39:04):
I try and get him a plug every chance I get Dude.
He cuts Cam Smith's hair, DocRedman, Sam, Ryder, Matt Every,
Scott Riley, Aaron Price.
He's multiple PGA Tour wins outthere.
Paul (39:24):
That's not even easy.
And then we have a Q Schooldropout.
Yeah, don't just continue thatCome on.
Maybe I'm gonna make a shirtthat says that today I'm gonna
say q school dropout, and thenno one's gonna understand what
it?
means unless you're like golf orsomething.
But well, thank you so much forbeing on the show.
(39:46):
You guys have to check out liveforever golf.
They make really really cool.
In my opinion.
They make some really reallycool outerwear, like legit.
I'm gonna like try to hit hitscott up, yeah, because, like
this is my it's gonna be reallyhot for five months, but um,
that's okay because it's cool.
Scott (40:05):
Um but where do you play out?
Uh, where do you play out there?
Paul (40:09):
what's cheap.
Everything's so expensive rightnow, like I'll play like um,
mainly like the more the munistuff like dobson ranch, which
is like pretty popular now.
You always see it on and I playlike, uh, what's it called um
the rock mountains are.
I can't even think right now.
Um, my, my gosh, I was on mygolf course, papago, I played at
(40:33):
Papago, did I play at Papago?
Okay, it was really pretty.
It's the place you had yourschool at now for their golf
team.
Have you met Kyle Mays?
Yeah, I know he is.
Scott (40:46):
I mean, I haven't met him , cartbar guys.
Paul (40:49):
Yeah, they work at Papago.
Scott (40:51):
Okay yeah, we cart barn, cart barn guys.
Yeah, they work out.
Okay yeah, we've only met overinstagram, but he seems like a
good we're cool dude.
A good dude, yeah, they're cooldudes, just do what they're
doing um awesome.
Well, hey, thanks for having meon.
I I really appreciate it.
This is a lot of fun, paul it'sfun, right?
Paul (41:07):
just chill, hang out, so hang out.
So you guys check out LiveForever.
They're legit and I'll see youguys in the next episode.
(41:19):
Thanks for listening to another episode of Behind the
Golf Brand Podcast.
You're going to beat me.
Stay connected on and off theshow by visiting
golfersauthoritycom.
Don't forget to like, subscribeand leave a comment.
Golf is always more fun whenyou win.
Stay out of the beach and seeyou on the green.
Welcome to the Behind the Golf Brand Podcast.
This week I have my good friendScott Riley from Live Forever
Golf.
If you guys don't know LiveForever Golf.
They make some sick, sick, sickclothes and I am super excited
to have them on the show talkabout their history, how they
started and where they're goingand their new collection that
just came out.
So lots of cool stuff, sowelcome to the show yeah, hey,
(00:56):
man.
Scott (00:57):
Thanks for having me on, paul, it's good, uh good, to see
you over the internet again ohyes, the good old internet and
my only family.
Did you grow up in a mall?
Paul (01:09):
No, did you grow up in a mall?
Scott (01:12):
We were talking about Street Fighter 2.
You got it and your backgroundthere I mean cheat codes for
Street Fighter 2.
Paul (01:23):
It was some dude.
My mom would be like I want togo shopping at Dillard's and I'd
be like I go with you, go toarcade.
Scott (01:31):
She'd be like yeah, go ahead.
And then I, those were the daysI mean you had mortal kombat,
nfl blitz, I mean just whichmortal kombat the original, I
like two, I think was what Ilike.
I like moral combat too.
I mean, I grew up with a sega,genesis and uh, so any iteration
(01:52):
of those were were fine with me.
It was just remember like whena really cool, uh arcade game
would come to your console.
Paul (02:01):
It was like worlds colliding do you remember how,
like I remember this, like Iremember, when um mortal kombat
came out and they put onnintendo, but nintendo wouldn't
show the blood, they would showlike right, yeah, yeah, I don't
remember that it was like theywouldn't show the blood, I just
remember that it went against, Ithink, nintendo's values, so I
(02:24):
got to respect that.
Scott (02:26):
That's cool, but that's why I had a Sega.
Paul (02:29):
Oh, definitely, because you want to see the blood, you
play some Altered Beasts,absolutely, absolutely.
It's like we start talking likevideo games, old age stuff.
Oh man, I'm getting old bro, Idon't play them anymore.
Scott (02:41):
That's for sure.
I don't play.
Paul (02:41):
I don't play them anymore, that's for sure I don't have
time for video games.
You kidding me.
And then my kids are playingwith it and they break it and
I'm like I'll just break up more.
Scott (02:50):
I really you know, I thought when I was, uh, when I
first started having kids, that,okay, this will be a way for me
to and play games with my sonand like, no, it all just blew
right by me.
I have no clue how to work acontroller.
Paul (03:09):
No clue the funniest thing is when your kids are better at
you.
So when they're a little likeoh yeah, let's play mario kart,
or let's play some shooting gameor something silly, I don't
know, and then they get betterthan you and it's like okay,
let's just let's play some n64and or super nintendo, mario
kart, do better now.
Scott (03:24):
And it just beat you with a d-pad, let's, yeah, I
remember your funny story is afunny story.
Paul (03:30):
My cousin, when I was a kid, I remember I had remember
tech mobile for nintendo.
That was like the coolestfootball game ever.
He was like a 30 year old manand I remember that's when you
could be like the chicago bearsand they're really good.
You could be the lions and likeevery time that one guy like
you know like okay, barrysanders, and he could blow
through the line or I remember Ibeat my cousin.
He was a 30 year old man.
I was like 12 right.
(03:51):
I beat him in tech mobile.
I thought he didn't beat theshit out of me like straight up.
He was so pissed.
He like ripped the controllerout, he's like.
And then he like ran outsideand jumped in the pool and my
other 30 year it was a 30 yearold man and then my other
cousins or siblings were like Istarted laughing.
I was laughing so hard, he'slike, I'm like man, what a poor
sport.
I still thought it was like 50something or 60 something.
Scott (04:12):
Yeah, I've been known to be a poor sport in video games
back in the day.
Paul (04:18):
Yeah, me too, breaking controllers throwing, breaking
controllers, throwing them inthe reset button oh I don't
happen.
I had a friend once we had likea nintendo and like he was
playing rbi baseball and he waslosing.
But he also knew if he kickedhis, if he kicked his, like
dresser, it would like reset thenintendo.
So right before it would likeend the game, he'd kick it and
(04:39):
it would reset.
You like, oh I don't happen,dude, like it's all messed up.
I'm like really, bro.
But anyways, enough of ourtraumatic childhood um playing
video games, um where do youlive?
Scott (04:55):
uh, we're based out of jacksonville, florida, so, um,
right here in the backyard ofthe pga tour and, uh, what a
state for golf, but we'restarting to get some some better
temps here it's.
It hasn't really felt like golfseason yet, um, I mean, well,
we had a pretty unusually coldwinter that was so freaking cold
(05:20):
oh it was great because it keptall the people inside.
It was too cold to go play, soit just kind of starts a later
transition from winter into thespring as far as the turf goes.
So a lot of struggle.
Bus courses going right now,unless if you ever see the TPC
(05:41):
Sawgrass so the players wasphenomenal.
I feel like that's when it justkicks the golf season into gear
here.
We got the Masters coming up ina couple of weeks.
Are you going?
No, unfortunately.
Do you have tickets?
Paul (05:58):
No, but you got right.
I wish I do know people who aregoing.
Thanks a lot for inviting me,Jerk.
Scott (06:04):
Yeah, it's, it's a that's become a really tough ticket
these days, um, but no, we we'vegot a couple of um, a couple of
pros that we uh have on ourstaff that are playing on corn
fairy champions tour, uh, but wedon't have anybody with their
their card right now on on thepga tour.
(06:25):
Um, that's uh definitely abucket list, definitely a dream
of ours to to be able to go toaugusta one day with uh somebody
wearing live forever golfinside the ropes so how did live
forever start?
um man it like the genesis ofthe initial.
(06:50):
Thing yeah, I mean you're allboys right.
It started with a text threadwith a bunch of friends, um,
that were cheering on matt every.
So.
I played professional golf inthe early 2000s, just slugging
it out on many tours to callmyself a q school dropout um
(07:11):
they'd be probably make dude youshould make a t-shirt school
dropout well, there's, there's afew thousand of us that would,
uh probably wear.
Paul (07:21):
I think you would wear that because funny too.
I too.
I mean not, but it is.
Scott (07:25):
It's the only school I've been kicked out of, but they
still took my money, lots of it.
But no, that was professional.
Golf was at a very differentpoint.
You know, 18, 20 years ago,when I was giving this a run,
there was felt like there wasmore of a path to the PGA Tour.
For you to kind of earn yourstripes on the mini tours, go
(07:49):
through Q School, get some, youknow, some confidence, and then
next thing, you know it's ajourneyman game unless you're
some sort of a prodigy.
But the mini tour days were very, very cool and I got to spend a
lot of time with one of my bestfriends, matt Every, who wound
(08:14):
up going on to bigger and betterthings on the PGA Tour and went
in a couple times out there.
But you know, it's a truemeritocracy.
It's an individual sport thatdoesn't have a lot of support
unless it's coming from yourfriends and family and um.
So we were always right therein maddie's corner when he was,
(08:37):
uh, slugging it out there onnationwide tour and then
eventually pga.
Um, this is a long-windedanswer to get to to no, it's a
great answer again, the verybeginning.
Paul (08:49):
Like you know, you had to get to a certain point to
actually start it right, likeyeah, like what's the real
reason behind it, not like oh,you want to make money selling
clothes.
Scott (08:58):
You know what I mean like there's a real story here well,
and back in that day fashionwas very different and you a lot
of these, you know companiesthat are huge today weren't
around back then the PeterMillars of the world.
Paul (09:13):
They're all starting back then.
Scott (09:15):
Yeah, they were all just starting to kind of find their
own way.
But I had to go find, you know,clothes off the rack that kind
of fit my personality, and backthen it was something like
slacks from banana republic andmaybe a lacoste polo and they're
hot as they're all like thick.
Yeah, actually they're hot yeah, you had to wear pants out
there, unless it was uh uhhooters tour, you got to wear um
(09:39):
shorts or a short top no, youhad to wear pants.
Had to wear pants shorts or ashort top.
No, you had to wear pants, hadto wear pants right optional.
But you know, it never madesense to me that we were wearing
all these clothes off thecourse.
That didn't match up with whatwe were wearing on the course,
(10:03):
and so fashion's kind of been inmy life, whether I knew it or
not, for forever, just kind offollowing me along and um, fast
forward.
Another 15 years later, mattevery throws a a club at the
byron nelson tournament.
Paul (10:21):
He's playing really well, right?
Let's talk about that.
What happened, right?
Why?
Why did he throw the club?
Scott (10:26):
I love this story yeah, um, he was playing really well
and pulled a t-shot into afairway bunker on a par five and
had to wedge out, um, and youknow, just feeling like he got
dealt a bad hand on the, thekick in the fairway or whatever
that led it to go into thebunker, um, he just had a primal
(10:49):
release.
I mean just a real rage momentthat that needed to be let go,
and it's just so indicativeright, right, right and it's
it's just an indicator somebodythat's passionate, somebody
that's like living in thatmoment and, um, you know,
(11:10):
they're just highly competitiveand wanted to just let it all go
.
I mean the the next pictures ofthem are just, you know, kind
of sitting down like processingwhat just happened.
He left it right there andmoved on, finished second.
In that event, he had a chanceto win down the, down the
stretch.
But I mean, it just kind ofsymbolized a lot of things that
(11:34):
that I had felt about the gameand that I felt like other, um
other athletes and otherprofessional yeah yeah, anybody
that's ever been, you know,pissed at an outcome that they
felt like they put in moreeffort than what the result was.
(11:55):
But that happened in 2019.
And it was another year thatwent by until I decided to do
something with that motion.
Paul, I thought it was the mostathletic move I've ever seen on
a golf course.
It looked like a guy that washucking you know a football on a
Hail Mary or a pitcher that'sthrowing 98.
(12:15):
It just resonated with me assomething that kind of
transcended golf and we startedbranding it, turned that that
motion into a silhouette, uh,started putting it on t-shirts
and hats and incubated this, uh,this baby and um in a garage at
(12:39):
my uh, other co-founder, scotttools garage.
We worked out of his backyardessentially for three years just
getting this thing cranked up,um and I don't know just.
It was so well received when westarted, you know, um, seeding
some of the initial pieces ofproduct inside the rope.
(13:01):
So matt was still playing ontour at the time and we were
getting our t-shirts andheadwear onto the, the backs of
caddies and some players like,uh, you know, bo hosler and a
short game chef all these um,peers of matt's, you know loved
it.
I mean, jt poston says it's thebest logo in golf and I'm just
(13:25):
trying to get them to ditch thewhale and come on over to live
forever.
It's been an incredible journey.
It's been incredibly rewarding,just to start something.
Now we're off to the races.
Paul (13:43):
Yeah, it's totally the gas now we're, we're, we're off to
the races and yeah, it's totallythe greatest thing.
Logo, dude, it's like.
That's like the.
It's like an iconic logo, youknow like.
It's like the tiger, you knowlike, that's almost like, but
it's the.
It's for the golfer who, whounderstands like there's very
rarely you actually do the tigerthan when we we do your guys's
(14:03):
logo.
You know what I mean.
We're just like actually do thetiger than when we we do your
guys's logo.
You know what I mean.
We're just like so pissed thatyou can't like what's happening
well, it's uh.
Scott (14:12):
What was that sorry?
Paul (14:14):
oh, I'm just saying that, like, that's a great logo.
I mean it's, it's smart.
Scott (14:18):
I guess it's really cool yeah, it feels like, uh, you
know kind of a jump man of golf.
How can we attract others intothe sport?
Because golf has just been,I'll say, infiltrated by other
brands.
But you're seeing more and moreof kind of like pop brands and
(14:43):
pop culture coming onto the golfcourse, which is freaking
awesome.
It gives us an opportunity to,to create so what?
Paul (14:52):
when?
When did you guys go live?
When was like?
When was the initial release?
Scott (14:59):
yeah, I think our shopify site went live in September of
2020.
Paul (15:04):
So about, six months in Right right.
What was the initial drop?
Was it shirts or pink hat,headwear?
What was it?
Do you remember?
Scott (15:15):
I think this is one of our first pieces.
This is called the Rotus, theRope of the United States.
We started I mean mean this isa richardson umpqua.
I mean one of my favorite hats.
This is dude, richard makesgood hats, they do.
And we still.
We still use some richardsongear for some of our, our
(15:37):
headwear, but now most of it isbeing made uh custom dust, fully
manufactured for live forever,golf and um.
But yeah, we started with uh,t-shirts, hats, we had belts,
towels, um, ball markers, uh,just your, it felt like a kind
(16:00):
of a promo style of organicmarketing, just guerrilla
marketing, stickers, koozies, Imean, all these man.
Looking back, our spin was alot lower on some of the
products but uh, it, just, itmorphed rather quickly.
(16:21):
Um, after we hired uh mattproctor to help us with our, our
design work and our productdevelopment.
So we knew we wanted to makepolos, we knew we wanted to make
stuff for, on course, we knewwe wanted to continue to dress
ourselves, and so we didn't wantto do that.
Paul (16:42):
Right like it's stuff that you like yeah, like you're
making clothes for you.
Right, like styles and designsand the way it feels and the way
it works.
Scott (16:52):
Yeah, like the, the easy route would have been to, um,
find other manufacturers thathave blank products and kind of
decorate ourselves, but but that, uh, you know that was an
authentic and a little bit lazy.
I think we could go a littlebit further up the stream and
(17:13):
work with a manufacturerdirectly to to bring us fabrics
that are available on the marketto bring us in, like the
performance hoodie.
Paul (17:29):
Your fabrics are nice.
Scott (17:31):
Thank you.
Everything's built withintention.
We're building it basicallyfrom fabric to finish.
In some cases, we develop ourown fabrics.
Paul (17:45):
Yes, what is the most popular product?
You guys, you feel like that,you like uh it's been.
Scott (17:56):
It's a it's kind of a dead heat race between the dawn
patrol and the soft landing.
Uh hoodie.
Um, I'm wearing a sunrisehoodie.
This is a fall, fall piece.
I just it's, uh, what I had inthe closet this morning, but I
probably should have worn one ofmy best sellers for the for the
(18:18):
pod.
But uh, no, the, the outerwearthat we make is is absolutely
killing it.
Um, everything's done reallywell, our polars are fantastic,
uh, but it's a very competitivespace when you come into the
polo game.
Paul (18:36):
So the Weekend Warrior, you said, or the Sunrise.
Scott (18:39):
Weekend Warrior.
We just introduced that lastDecember as a new outerwear
piece.
I wish it was cold here still,just so I could wear it, but uh,
it's just complaining about itnot being golf weather.
So, uh, I'll wait till we getto the uh, uh, to the fall to
(19:02):
bust it back out again or turnthe AC down in the house and
walk around in the weekendWarrior.
Paul (19:07):
Dude, that's a six.
Yeah, I would wear that allsummer or all winter.
I mean, it's getting hot herenow, but like, like, I would
literally wear that every day.
You know, like that, like theperformancey hoodie I don't even
call it like, I'm gonna find itlike it's got a uh here.
Scott (19:24):
I want to go find one.
You keep it, you keep it going.
I want to show, so I'm making asong for everybody.
Paul (19:30):
Well, Scott.
Scott (19:40):
Here we go.
Paul (19:42):
All right, so what's that?
Scott (19:45):
This is the Weekend Warrior.
It is an Ottoman fabric.
It feels a little bit like aterry, but it's got a ton of
stretch and movement.
It's soft, just a greatsilhouette, super soft Actually.
I gave my mom one for Christmasand she freaking loves it, so
it's a little bit of a unisexfit.
(20:05):
Everybody keeps asking us ifwe're going to make women's
clothing and I say we need tostay in our lane.
Um, there you go.
Oh hey, we still have a salegoing on.
All of our auto wearers, uh,mark 30 off until the end of
(20:27):
this evening.
So I need to get one of theseso this is that.
Paul (20:31):
This is the weekend where you just showed yeah, dude, that
looks all so comfortable itreally is.
(20:44):
It's a great rug and this came out over the holidays it did.
Scott (20:49):
Um, it's done really well for us.
We're kind of getting down tothe oh, it's good to see we're
well low in stock on a few, butum, yeah, come and come and get
it while the supplies last andthen the sunrise.
Right, that's what you'rewearing yeah, yeah, that's a
great um, a little bit of alayer piece, but I also wear it
(21:10):
without a polo underneath, soit's good lightweight
performance product.
Um, you know, our, our taglineis for the player, not the game.
I think that that bleeds intoeverything we do, uh, right down
to how the, how the piece isgoing to fit and perform, uh
with your movements that's cool,like legit man.
Paul (21:35):
That's I'm heard, and that's what you're wearing right
now, is that?
Scott (21:40):
yeah yeah sunrise everything, everything yeah, the
dawn patrol.
That's our high-end piece.
Uh, it's a bubble knit wafflefabric.
Feels really good on the hand,feels really good on the body is
it hot or is it like no, it'sit.
It heats as it cools and coolsas it heats it's.
(22:05):
It really responds well to youknow, the environment you're in
I think it's the weekendwarriors a little bit heavier
piece and it keeps you a littlebit warmer.
But you know, see our guy rightthere, that's Tristan Thompson,
our model.
Paul (22:21):
He, uh, that's you dude, we're talking about you like
darkened your beard, I wish.
And you're like flexing for thecamera at the beach, uh huh On
the sand trap drinking a coffee.
No, I remember seeing that atthe show and I was like, oh,
that's so sick.
Yeah, I mean go ahead For thisseason, then like for this new
(22:45):
one that's coming out.
What are you guys focusing on?
Was it the polos or the shirts,or or everything, or what?
Scott (22:53):
yeah, I mean, we're really focusing on on getting
more eyeballs on the brand, andeverybody that discover us
discovers us.
You know, really don't know anydifferent than than what we're
making, so it um we've developeda core line of products that
(23:13):
are going to be staples, andthat's our ringer performance
polo and our soft landingperformance polo.
So we've kind of separatedthose two out into different
families.
The soft landing is a naturalfabric.
(23:35):
It's got a Pima cotton Lyocellblend.
It's got those naturalperformance capabilities that
you like to see in a synthetic,but it's you know, natural
cottons.
It's kind of wild to think thatwe're just walking around
wearing a bunch of plastics onus and we really like the look
(23:55):
and feel of the natural fabrics.
That could be something that wejust continue to lean into and
develop even further.
Paul (24:08):
Is this your release for the biggest week in golf next
week?
Scott (24:14):
oh, yeah, yeah, the, uh, the passionate patron, we, we
were just kind of screwingaround with our logo and decided
to put a flag stick in his hand.
So don't always need to bethrowing golf clubs, you can be
throwing something else it'd behilarious.
Paul (24:27):
You threw a flag at the course, dude.
That'd be so funny.
Scott (24:31):
In the list that's why I don't have that yet um yeah
we've got these.
Go ahead, I'll go ahead.
Paul (24:41):
Oh, you're just going scrolling through I I noticed,
yeah, we've got the azalea,that's uh I mean these are all
pieces of art um so is this like, is that part of that
collection, or is that the sip,or is that more like a branded
part of the line?
You know what I mean.
Scott (25:00):
Like, oh, that's, that's for our, our fans over there in
mississippi, um, I guess it's auh it's slang for mississippi.
Still, oh, I was thinking likesipping drinks and I was
thinking that's like me, so Iwas like yeah I mean we, we
(25:21):
don't have licensing, so we'restarting to to have those
conversations with some schoolsand we've been making some, uh,
unlicensed, if you know.
You know you've got gains,vegas and duval for our jaguar
friends and uh, scalp them fortallahassee and no, that's cool,
it's super cool.
(25:42):
Yeah, florida man, that thatwas a huge seller.
Um yeah, like I think at somepoint we had nothing probably do
like your logo and those colorstoo.
That'd be cool yeah, we havethat in the genesis polo.
I think it was on the otherpage, you know what I mean.
Paul (26:01):
Like essentially your logo is that color and be like the
florida.
Scott (26:04):
Look guy, I don't exactly um so we just started to get
our spring 25 uh line into hand.
So, uh, those orders have beenpacking and shipping to the
clubs that placed them with usback in january do you?
Paul (26:29):
you're saying you're making all your own hats now
they're like custom to youmanufacturer.
Do they have like all the rib,the stitching inside and the you
know the?
Scott (26:39):
yeah, the inside has all of our, uh, all of our labeling.
I mean it would.
You would think that we justmade it here in the back uh of
our office live forever golfbranding all throughout, um, but
then you get that trucker, meshthe waker right there.
Those, those are going onrichardson 112s it's the best
freaking my favorite.
Paul (27:00):
Everyone uses original, like that's what I tell people.
I'm like this is the mosticonic hat and I like have a
million of them and I love itbecause it's so easy to snap on,
snap off and it's you know.
I mean you can make your own ifyou want.
(27:11):
But that's cool yeah, that's, that's.
Paul (27:14):
That's the hat, but there's a while on the oh go
ahead.
Scott (27:19):
Oh, it's just gonna say that that green one there, the
morrison, that five panel,that's probably my my favorite,
uh favorite colorway.
I also like the Dusty Roseversion.
That turned out really goodEverything we make is designed
to be to match.
Paul (27:41):
Is that embroidered?
Scott (27:42):
or is that rubber?
That's a rubber, silicone typeof patch.
Paul (27:49):
It's a raised effect, so it's got some dimension, but
it's the same color as the hat.
That's crazy.
Yeah, I love that you know whatI mean.
Scott (27:58):
Well, the inside it, or, yeah, the inside is the hat.
Um, it's, it's all the.
The navy print on that is thesame color is is a raised,
raised.
That's sick, dude, that's supersick thank you.
Paul (28:15):
This turned out great.
You can see the white too.
That's a sick ass hat.
I love hats.
I keep getting hats.
Gotta have good hats, yeah,because they don't last forever.
You know what I mean.
Scott (28:29):
You gotta wear them until they die well, it's a bit of a
gateway drug to your brand.
Yeah, because they don't lastforever.
You know what I mean.
You got to wear them until theydie.
Well, it's a bit of a gatewaydrug to your brand, I think.
Looking back on some of mypurchases, I definitely wanted
to find a cool hat company andif they're making products that
align with what I want to buy,I'm going to go all in.
(28:54):
Yeah, that's what I want to buy, I'm gonna.
Paul (28:55):
I'm gonna go all in, yeah like you know, it's affordable
to like it's in that price pointwhere they're not like totally
like going headfirst into abrand but they like the hat.
No, okay, cool, like this isgood stuff, and then they go
into whatever else.
The next thing you and yourgateway drugs man, don't do
drugs, kids.
Um, I actually tell people allthe time when it comes to launch
(29:18):
monitors, I'm like, yeah, ther10 is like a gateway drug.
It's like you get a littletaste and it you're like it's
not too bad, and then yourealize you want something
bigger and better.
But yeah, that's cool.
Um, are you guys gonna do beltsthis year too, or no?
Scott (29:36):
yes, we are uh always updating our belt line.
Um, there's one new piece inparticular that we just launched
a few months ago called thedorado belt.
Uh, that one's uh it's acollaboration we did with a
manufacturer um out of guatemalaand so it's all hand woven in
(29:59):
guatemala and I want to saythey're assembled and antigua um
.
So we partnered up with antiguathreads to to make a make a one
of a kind LFG belt and gosh, weonly probably have like 50 or 60
left that probably get in timeto to make a reorder.
(30:21):
But yeah, belts are essentialto keeping your pants up and
everything we do over here.
So we just we were actuallyhaving that chat earlier today
Like what do we do for the beltspace here?
How do we keep evolving that?
Paul (30:37):
Because I think everybody's really going to your
website Because only so manypeople do belts, especially like
the weave belt or like a stitch, you know where they have like
the yeah, the needle points,yeah, the needle point kind of
style yeah, we have ribbon belts, we have some, uh, leather
belts and we have the, uh, the,the, the dorado.
Scott (31:04):
It's probably in your all the things.
I just saw it, there it is.
I just saw it there it is.
I just saw it there it is.
Boom, boom, boom.
Paul (31:11):
That's her that's her, that's her, that's her, that's
her that's her.
Yeah, yeah, yeah because it'sit's like both styles of,
because it's it's like bothstyles of, because it's it's
like both styles of belts, right, and then I'm assuming this is
belts right, and then I'massuming this is belts right,
and then I'm assuming this isjust do some cool stuff, have
(31:32):
you guys?
I noticed too that you guys haddone like, um, when it came to
outerwear, like you're doingjackets and stuff like that um
are you guys still gonna dojackets like heavier jackets,
like a rain windbreaker, butlike, um, what's it called?
like a rain windbreaker, butlike, um, what's it called?
Scott (31:53):
like a rain jacket or uh, um, like a windbreaker, I guess
, I don't know getting the rightword to say no, we've uh kind
of explored that, but the onlything that's really kept us from
fully going in on it is is thecost on stuff like that, um to
develop, you know, I mean theseare technical pieces with a lot
(32:18):
of performance fabrics and um,is it really worth?
waterproofing and like yeah doesit still work, you still can,
you know, move in it well, ifyou're going to make a rain
jacket, you need to have a rainpant and um the rain glow yeah
we're.
We've been a little bit fairweather when it comes to getting
(32:40):
out and playing golf in thattype of slot, but I would like
to to work with another brand,um, to do some sort of a
collaboration for our, our um,our, our weather gear before we
just go all in on makingsomething ourselves that's
smarter.
Paul (32:58):
I've always heard that from a lot of brands too.
It's like you'd rather.
A lot of brands say like they'drather work with the other
expert right in that type ofgear.
So it's like you've alreadyfigured that out, like why do we
need to figure all that out?
Like and then you know, letthem, we won't be the best of
what we do, we can bringsomebody else that's the best
what they do, you know, and kindof yeah, and if it's going to
be a really high-end piece, uh,you're going to spend what?
Scott (33:21):
320 bucks for a top and then another 250 270, so we're
looking at like a maybe a 600get up and if there's any type
of you know, integrity of thepiece that falls apart, then
you're.
Paul (33:38):
You lose all credibility that this thing's all about rain
gear, vortex or dot like,whatever it's made to do.
You know like.
Yeah, I totally agree on that.
Where can people find you?
Are you guys in golf shops?
Are you mainly online?
Scott (33:58):
Well, hopefully more and more all over the Phoenix
Scottsdale area.
We just hired a rep.
Paul (34:04):
We've got samples.
Scott (34:06):
Yeah, well, there's a process once you start to
onboard a new account manager ina different part of the country
, and we're at the mercy of howlong the postman is to get stuff
over.
So, you know, you can find usonline, obviously, at
(34:29):
liveforevergolfcom, but we're inprobably 30 pro shops Um, I'm
sandbagging that.
It's probably more than that,uh, but around the Southeast and
parts of the country, um, andyeah, we were in conversations
(34:52):
with a couple of other, uh, bigbox stores to potentially get
get a start in one of theirstorefronts.
So that's huge new, developingtype of information.
We'll be at the New Mexico Openin Turtleback Mountain down in
Elephant Butte, new Mexico, inSeptember.
So that's the first partnershipof that kind where we were.
(35:15):
We'll be working with the thesun country uh, pga section out
there and, um, yeah, there'sthere's a lot of interesting
opportunities that are startingto I think I like about you guys
.
Paul (35:30):
Okay, I mean outside your story.
I think your story is cool andI like your logo a lot.
I think your outerwear, youknow like your performance stuff
and your hoodies are sick like.
I think, like you foundsomething there you know that a
lot of people are not I don'tknow, doing a good job at, and I
think you guys are crushing itlike it's cool, like it's like
(35:51):
for our like.
I think if the regards what ageyou are, if you're like our age
right, a bunch of dorks fromlike who grew up in the 80s and
90s, you know or if you're likeeven a younger player, like it,
it's the cool thing to wear andit's something you would,
especially if you live like inthe south, or the south, the
southwest right, or california.
That's like the perfect, that'syour winter wear right there.
Scott (36:12):
Honestly, you know like you're not gonna wear more than
that um there's a lot of winterleft, too, around this country.
Um, so that's what I'm tellingpeople.
Paul (36:20):
I'm like because golf, like, I'm like everything, man,
golf is down right now.
I'm like, no, it's not.
It's freaking march 31st andhalf the country's in snow.
Still like we're not.
Scott (36:30):
You know exactly, exactly um, I mean, what are your
thoughts on uh quarter zips?
Paul (36:44):
I don't think a lot of people do personally, like I,
like how, you're just my, whatam I?
I will give you an example.
One of my favorite shirts thatI got was from phoenix open,
like five years ago, right, andit looks very similar to the
sunrise that and that kind ofcut right.
It all has a logo on it and Iwould literally wear that shirt
(37:06):
like every day.
I could if I had a wife to washit, because it's soft.
It was like, you know, it wasphoenix open shirt, but it's
still like it's super soft.
It wife to wash it because it'ssoft.
It was like you know, it was aphoenix open shirt, but it's
still like it's super soft.
It doesn't lose its color.
It's something I can wear.
It was good in jeans or it wasgood in shorts.
If it's like in the 50s, theycould wear it, you know.
So I don't know.
I feel like quarter zips,though I think a lot of brands
have a lot of quarter zips.
(37:27):
You know what I mean or evenfour zips a jacket.
It's back to what you weresaying, too, where it's like not
about more like performanceystuff, right.
Where it's like okay, is itgonna break, or is it gonna.
How many letters is it gonnahave?
I don't know.
That's my opinion.
Scott (37:41):
It was worth wait nothing yeah, I mean we, we probably we
haven't made a quarter zip intwo years.
Um to your point about leaninginto the outerwear and just
making pieces that that othersdon't have, that's been but like
no one's doing it.
Paul (38:00):
That's so cool.
It's like you are you know whatI'm saying.
Like when you start out withthe brand, from my own
experience, it's like you tryeverything, right, you're like I
don't know what.
Like we want, we want to makesome cool stuff, and you try a
bunch of stuff and then it'slike but I feel like at the end
of the day, every brand has toask themselves, like who do we
want to be known for?
you know what I mean like oh,they're the brand that does the
(38:20):
sickest ass x.
You know what I mean, and thenyou can make other things, but
you're the sickest accent, youknow.
Like that, in my opinion, Ithink you're out over.
Sick as sick as hell, dude.
But that's me and I I managedto show a couple times and, like
I felt yourself, I'm like, oh,this is cool.
Scott (38:36):
So I think um no, I'd keep going give you and your
hair looks really great and uh Ijust got it, but then I look
like a santa cla.
Paul (38:49):
I don't want to do that.
Scott (38:51):
I just got it cut.
My hairstylist's name is LeeTrevino.
Paul (38:57):
No, it's not.
Scott (38:58):
Yes, dead serious.
Paul (39:01):
He's the relief, trevino, he's the man.
Scott (39:04):
I try and get him a plug every chance I get Dude.
He cuts Cam Smith's hair, DocRedman, Sam, Ryder, Matt Every,
Scott Riley, Aaron Price.
He's multiple PGA Tour wins outthere.
Paul (39:24):
That's not even easy.
And then we have a Q Schooldropout.
Yeah, don't just continue thatCome on.
Maybe I'm gonna make a shirtthat says that today I'm gonna
say q school dropout, and thenno one's gonna understand what
it?
means unless you're like golf orsomething.
But well, thank you so much forbeing on the show.
(39:46):
You guys have to check out liveforever golf.
They make really really cool.
In my opinion.
They make some really reallycool outerwear, like legit.
I'm gonna like try to hit hitscott up, yeah, because, like
this is my it's gonna be reallyhot for five months, but um,
that's okay because it's cool.
Scott (40:05):
Um but where do you play out?
Uh, where do you play out there?
Paul (40:09):
what's cheap.
Everything's so expensive rightnow, like I'll play like um,
mainly like the more the munistuff like dobson ranch, which
is like pretty popular now.
You always see it on and I playlike, uh, what's it called um
the rock mountains are.
I can't even think right now.
Um, my, my gosh, I was on mygolf course, papago, I played at
(40:33):
Papago, did I play at Papago?
Okay, it was really pretty.
It's the place you had yourschool at now for their golf
team.
Have you met Kyle Mays?
Yeah, I know he is.
Scott (40:46):
I mean, I haven't met him , cartbar guys.
Paul (40:49):
Yeah, they work at Papago.
Scott (40:51):
Okay yeah, we cart barn, cart barn guys.
Yeah, they work out.
Okay yeah, we've only met overinstagram, but he seems like a
good we're cool dude.
A good dude, yeah, they're cooldudes, just do what they're
doing um awesome.
Well, hey, thanks for having meon.
I I really appreciate it.
This is a lot of fun, paul it'sfun, right?
Paul (41:07):
just chill, hang out, so hang out.
So you guys check out LiveForever.
They're legit and I'll see youguys in the next episode.
(41:19):
Thanks for listening to another episode of Behind the
Golf Brand Podcast.
You're going to beat me.
Stay connected on and off theshow by visiting
golfersauthoritycom.
Don't forget to like, subscribeand leave a comment.
Golf is always more fun whenyou win.
Stay out of the beach and seeyou on the green.
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