DTC Podcast Episode 505 Summary: How Pins and Aces Built a $25M Golf Brand with Limited Drops and Omni-Channel Expansion

Host: DTC Newsletter and Podcast
Guest: Nick, Founder of Pins and Aces
Release Date: May 5, 2025

1. Introduction to Pins and Aces

In Episode 505, the DTC Podcast welcomes Nick, the innovative founder behind Pins and Aces, a flourishing golf brand that has scaled to $25 million in revenue. The discussion delves into the brand's journey, strategic decisions, and the entrepreneurial mindset that fueled its growth.

2. Founding Story and Early Challenges

Nick shares his entrepreneurial journey, highlighting the inception of Pins and Aces in 2018. Frustrated by the high cost and poor quality of available golf head covers, he identified a market gap:

“I had purchased a new driver...it came with this ugly, horrendous head cover...I think we could make a really nice head cover for a lot less money than this.” ([02:04])

Initially a side project while managing another e-commerce venture, Pins and Aces gained traction around 2020 when Nick could fully dedicate his efforts to the brand.

3. Product Development and Innovation

The brand's success is rooted in its commitment to quality and affordability. Starting with head covers priced at $50, Pins and Aces differentiated itself from expensive alternatives without compromising on design:

“We're making a really high quality product at an affordable price for a lot of people.” ([09:39])

Nick emphasizes the importance of evolving product lines, introducing innovative items like the Beer Sleeve and Liquor Stick—unique accessories that resonated with the golfing community:

“The beer sleeve came in, and that was really what took the business to the next level...” ([11:08])

4. Go-To-Market Strategy and Branding

Pins and Aces employs a robust go-to-market strategy that blends organic growth with strategic collaborations. From leveraging Instagram in its early days to developing a compelling brand narrative focused on American manufacturing and ethical practices:

“We're an American business...Create the Instagram page, start with the website and work on email collection...” ([07:59])

Limited edition drops have been pivotal in driving hype and customer engagement. By releasing small batches and collaborating with popular franchises like South Park and Teenage Mutant Ninja Turtles, the brand maintains excitement and exclusivity:

“We try and have a drop like once a month, limited edition...it drives a lot of hype, a lot of shares on Instagram.” ([30:36])

5. Marketing Mix and Growth Drivers

Nick outlines the marketing mix that has propelled Pins and Aces to success. While influencer marketing was initially effective, its efficacy has diminished. Instead, the brand focuses on organic strategies and community engagement:

“Having an organic strategy of your own...is more important and more impactful.” ([20:13])

Collaborations play a significant role in expanding reach and adding legitimacy. Recent partnerships include a significant collaboration with Hey Dude for golf shoes and the acquisition of Edel Golf to diversify the product range:

“South park has been really, really big...we're launching next week with hey, dude.” ([14:02])

6. Omni-Channel Expansion and Retail Presence

Pins and Aces adopts an omni-channel approach, balancing direct-to-consumer sales with retail partnerships. Presence in major retail outlets like Golf Galaxy and PGA Superstore, coupled with a robust online presence, ensures broad market coverage:

“We're in, like, Golf Galaxy and PGA Superstore, along with about 1500 pro shops.” ([24:07])

Live selling has emerged as a crucial component, leveraging platforms like Whatnot to engage directly with customers through interactive sessions:

“We're doing a lot more of [live selling] on platforms like Whatnot and even on our own channel...” ([25:11])

7. Overcoming Challenges and Market Competition

The brand navigates a competitive landscape where low barriers to entry have led to numerous entrants. Differentiation through quality, community-centric strategies, and strategic collaborations helps Pins and Aces maintain its edge:

“There's definitely a lot of competition...Success is, you know, a lot of work that goes in behind it.” ([23:12])

8. Tools and Technology Enhancing Growth

Nick highlights the use of advanced tools like Particle for competitor analysis and market trends, enabling informed decision-making in product development and marketing strategies:

“Particle is great...we use that with new product development.” ([36:42])

9. Future Goals and Vision

Looking ahead, Nick outlines ambitious goals to scale the business to $25 million in revenue within the year, emphasizing profitability and sustainability. He envisions optionality for future exits or continued growth, maintaining control within the founding team:

“This year it's like, hey, we'd like to hit that top line goal but we'd like to be more profitable than last year...” ([33:38])

Strategic acquisitions, such as Edel Golf, position the brand for further diversification and market penetration.

10. Advice for Entrepreneurs

Nick offers valuable insights for aspiring entrepreneurs, stressing resilience and the importance of balancing technical and commercial success:

“You just really have to stick with it...It doesn't mean you're going to have a commercial success.” ([41:13])

11. Closing Remarks

The episode concludes with Nick reflecting on the importance of evolving the brand face, maintaining community engagement, and staying adaptable in a dynamic market. His commitment to the brand's mission and vision underscores the principles driving Pins and Aces' continued success.

Notable Quotes:

• “When we started Pins and ACEs in 2018...get some golf influencers. Have them post about Pins and Aces head covers. We would see crazy sales.” ([00:00])

• “The sky's the limit for your content marketing opportunities...make them feel a part of this journey together.” ([21:20])

• “We have to have a reason for someone to come in and purchase that and be like, hey, I want to support pins and aces.” ([27:05])

Nick’s candid discussion offers a comprehensive look into building a successful DTC brand in the competitive golf market, providing actionable insights for entrepreneurs aiming to scale their ventures effectively.