Seed Golf: Disrupting tradition with innovation and value

Seed Golf is rewriting the rules of the golf industry, offering high-performance golf balls at a better value. Co-founded by Dean Klatt, whose extensive background in international brand management and product development paved the way for Seed Golf’s unique approach, the brand is thriving by addressing gaps left by industry heavyweights.

A new demographic focus

Dean observed a shift in golf demographics about a decade ago, noting an increase in participation among juniors, women, and millennials. This insight heavily influenced Seed Golf's branding and product development. "When we started Seed, the game was growing with more young people and more women coming into the game," Dean explained. "That's who we were trying to talk to, and that's how we set up the Seed brand to look a bit different from a traditional golf brand."

This focus on emerging markets set Seed Golf apart, positioning them as a fresh alternative in a landscape dominated by long-established names.

Direct-to-consumer: A game-changing model

Also, Seed Golf's business model capitalises on changing buying habits. Dean's experience with online sales during his time at OGIO revealed that consumers were increasingly comfortable purchasing golf equipment online. This insight inspired Seed Golf's direct-to-consumer approach.

"People are paying a premium for the marketing and sponsorships of traditional brands," Dean noted. "We thought there was a better way to develop a product that performed just as well but at a better value." By eliminating the middleman, Seed provides high-quality golf balls at a lower cost, resonating with budget-conscious consumers.

Tackling industry giants with innovation

Entering a market dominated by two major players – Titleist and Srixon – was a bold move. However, Seed Golf saw their market strength as a vulnerability, noting they were slow to adapt to changing demographics. "Their market strength creates blind spots to certain parts of the market," Dean said. "Being a small, scrappy startup, we had to be efficient and well-targeted with who we were talking to."

The biggest challenge, however, was developing a golf ball that performed at the same level as industry leaders. "It took us about two years to get there," Dean admitted. With the backing of Enterprise Ireland, a government trade body, to help startup businesses, Seed Golf set up R&D premises at South East Technological University, in Carlow, Ireland. Partnering with the university gave Seed access to cutting-edge design and testing facilities, enabling them to achieve the performance required to compete with established brands.

Women at the heart of Seed Golf

From the beginning, women have been central to Seed Golf's strategy. Recognising that most major brands focus heavily on the male-dominated market, Dean saw an opportunity to engage a growing female demographic. "A lot of the major brands are very focused on the other 75% of the market," he explained. "We thought it was a good space for us to start."

Seed Golf's customer base reflects this focus, with women making up about 20-25% of their buyers – double the industry average. Importantly, Seed avoids the outdated strategy of “pinkifying” products. Instead, they prioritise value, sustainability, and subtle branding. "We do it in a slightly more subtle way," Dean noted.

Dean emphasised that women golfers appreciate value for money. "If you present a product that performs really well and is fairly priced, people respect that and respond to it," he said. This understanding of value resonates with Seed's audience, particularly in an economic climate where consumers are increasingly budget-conscious.

Challenging perceptions and creating opportunities

Seed Golf also cleverly navigates the market by challenging traditional advertising strategies. For example, they targeted women during gifting seasons, recognising them as key purchasers for male golfers. "We actively targeted women who might have a partner, parent, or grandparent interested in golf," Dean explained. This innovative approach allowed Seed Golf to penetrate the male-dominated market through a different entry point.

Despite facing competition from industry giants, Seed Golf continues to grow by staying agile and customer-focused. Our recent Women & Golf survey revealed that 8% of female golfers don’t have a preferred golf ball brand, representing a significant opportunity. Dean remains optimistic, believing that Seed Golf’s focus on value, sustainability, and inclusivity will continue to attract a loyal following.

Disrupting the golf ball market

Seed Golf is more than just a disruptor; it's a brand that listens to its customers and evolves with changing market dynamics. By targeting underserved demographics, leveraging direct-to-consumer sales, and prioritising value and sustainability, Seed is not just competing but thriving.

As Dean puts it, "If you can provide a premium product at a fair price, people see that pretty clearly and respond to it." And with more women, millennials, and juniors embracing the game, Seed Golf is well-positioned to lead the next generation of golfers.

To find out more about Seed Golf, please visit their website here.