DTC Podcast Ep 505: How Pins and Aces Built a $25M Golf Brand with Limited Drops and Omni-Channel Expansion
May 5, 2025
Nicklaus Mertz, the founder of Pins and Aces, shares his journey from a $6K side project to a $25M golf brand. He discusses innovative tactics like limited-edition drops and live selling that fueled their growth. Mertz emphasizes the importance of community engagement over traditional influencer marketing and how acquiring Edel Golf expanded their offerings. He also shares insights on product development driven by customer feedback, proving that starting small and iterating quickly can lead to substantial success.
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Humble Brand Origins
- Pins and Aces started as a side hustle to solve expensive and ugly golf head covers.
- Nicklaus Mertz began by sourcing from Alibaba while evolving the product's quality and design.
Build Hype with Story & Scarcity
- Position your brand with a clear story that differentiates from drop shipping.
- Build hype with limited editions, even if initially pretending scarcity to create demand.
Creating Viral Golf Accessories
- The Beer Sleeve was a breakthrough viral product, designed to fit golf bags perfectly.
- The Liquor Stick, patented early, iterated to version three, became another hit product.