Prepared for Patrick Bet-David / Valuetainment · January 2026
The Problem
Golf's Image Problem Is a $5 Billion Opportunity
47.2 million Americans play golf — the most ever recorded. But the brands haven't caught up.
👴
Legacy Brands Design for 55+
Nike, Adidas, Callaway, Greg Norman — all optimized for the country club demographic. Pleated khakis and plain polos.
🔥
Fastest-Growing Demo: 18–34
6.3 million on-course players aged 18–34 — now the largest age group. Seven straight years of growth. 2024 saw the largest single-year gain (1.5M) since Tiger Woods's peak in 2000.
😤
They Can't Find Their Brand
Young golfers want apparel that reflects who they are. They don't want to dress like their dads on the course.
"The culture of golf is changing faster than the brands."
— Lightspeed Golf Industry Report, 2025
US Golf Participation Surge (Millions)
Market Opportunity
A $4.8 Billion Market Growing at 6%+ CAGR
The golf apparel market is projected to nearly double by 2032.
$4.8B
Market Size (2025)
$7.3B
Projected (2032)
6.2%
CAGR
47.2M
US Participants
Key Insight
The lifestyle/streetwear segment is the fastest-growing sub-category, driven entirely by younger demographics. 43% rise in lifestyle-based golf wear. 33% increase in youth and women participation.
Golf Apparel Market Growth ($ Billions)
The Demographic Shift
Golf's New Player Base Is Young, Diverse & Style-Conscious
Gen Z and Millennials aren't just playing — they're redefining the sport.
What Motivates Young Golfers?
🧠
51%
of Gen Z play for mental health
Self-care is the #1 reason Gen Z picks up a club
🏌️
84%
of Millennials play solo rounds
Golf is becoming a personal ritual, not just a social activity
📈
6 Years
Consecutive growth, 18–34 demo
Participation up 30% since 2016 per National Golf Foundation
The gap: Legacy brands serve performance. Nobody is owning the culture + style space at scale. These golfers view apparel as part of their personal brand.
Competitive Landscape
The Market Is Validating the Thesis — But No One Has Won Yet
Streetwear-golf brands prove demand exists. None have scaled to mainstream DTC.
Brand
Founded
Positioning
Price Point
Weakness
Malbon Golf
2017
Streetwear meets golf, LA lifestyle
$80+ polos
Premium pricing, limited drops
Eastside Golf
2020
Culture-forward, HBCU roots, Jordan collab
$60-100+
Niche audience, limited SKUs
Bogey Boys
2021
Celebrity-driven (Macklemore), bold prints
$70-120
Celebrity-dependent, inconsistent
Bad Birdie
2018
Bold prints, irreverent polos, expanding women's line
$50-100
Pattern-heavy, niche aesthetic
Metalwood Studio
2020
Retro graphic streetwear aesthetic
$40-80
Small, more streetwear than golf
🟢 That2ndGuy
2026
Accessible lifestyle golf — always in stock
$35-65
First-mover in accessible DTC lifestyle golf
🔓
No Mainstream DTC Player
All competitors use limited-drop streetwear model
💰
Price Gap at $35–65
Accessible + stylish — no one owns this range
📦
Always Available Model
Consistent supply beats hype-driven scarcity
The Brand
Why "That2ndGuy"?
Every foursome has one. He's not the best golfer — but he has the best time.
🏌️♂️
That2ndGuy
Not the scratch golfer. The one everyone wants to play with.
Shows up looking clean. Brings the energy. Tells the best stories.
Doesn't need a single-digit handicap to own the course.
Relatable > Aspirational
This is the golfer 90% of players actually are.
🏌️
On-Course Performance
Moisture-wicking, 4-way stretch fabrics. Course-appropriate styling that passes any dress code.
🔥
Off-Course Style
Designs you'd wear to brunch, the bar, or the office. Golf apparel that doesn't look like golf apparel.
💰
Accessible Pricing
$35–65 polos, $45–75 bottoms. Half the price of Malbon, twice the personality of Nike.
🎯
Target: 22–40 Recreational
Style-conscious, golfs 2–8x/month. Wants to look good without trying too hard.
Product Line
Phase 1 Launch Collection
15–20 SKUs across 5 core categories. On-course performance, off-course style.
Three phases to scale from launch to category leadership.
Phase 1
Launch
Months 1–6
DTC Shopify store at that2ndguy.com
15–20 SKUs across 4 categories
Pre-launch email list + social
Influencer seeding: golf creators
Pop-up at Topgolf / public course
Phase 2
Growth
Months 6–18
Content engine: course vlogs, branded series
"Second Guy Saturdays" community events
Wholesale: PGA Tour Superstore, pro shops
Brand collaborations & limited drops
Loyalty program launch
Phase 3
Scale
18+ Months
Amazon storefront
International: UK, Canada, Australia
Women's line extension
Corporate / event custom apparel
Multi-channel retail presence
Revenue Projections
Conservative Growth Model
Built on DTC fundamentals with multi-channel expansion.
Projected Revenue ($ Millions)
Year 1
DTC launch, influencer push
$250–500K
Year 2
Wholesale + repeat customers
$1–2M
Year 3
Multi-channel, women's line
$3–5M
Year 5
Category leader, international
$8–15M
Comparable: Vuori (athleisure) reached $4B valuation. Malbon Golf reportedly valued at $50M+. Golf lifestyle is a category waiting for its breakout brand.
Timing
Five Tailwinds Converging
The window is open. The category leader hasn't been crowned yet.
1
Record Participation
47.2M golfers. 7th consecutive year of growth in 18–34 demo. 2024: largest single-year gain since Tiger's peak.
2
Cultural Shift
Golf is cool. Travis Kelce, Steph Curry, Post Malone all play publicly. Gen Z embraces it as "old money" lifestyle.
3
Athleisure Crossover
Golf joggers and polos are now everyday wear. The line between course and casual is dissolving.
4
Media Validation
Hypebeast, GQ, Complex all covering golf fashion. The editorial establishment says golf is now fashion.
5
DTC Infrastructure
Shopify + social commerce + influencer marketing = lower launch costs than ever before.
The Ask
Seeking $250,000 Seed Investment
Capital to launch, build inventory, and capture market share in the fastest-growing golf demographic.
Use of Funds ($250K)
📦
Inventory — 40% ($100K)
First production run across all categories
📣
Marketing & Launch — 25% ($62.5K)
Influencer seeding, social ads, launch events
🎨
Brand & Website — 15% ($37.5K)
Brand identity, Shopify build, photography
⚙️
Operations & Working Capital — 20% ($50K)
Fulfillment setup, 3PL, buffer capital
Strategic Partnership
Why Valuetainment?
This isn't just an investment — it's a launch pad.
📢
Massive Audience Reach
Millions of entrepreneurs and business-minded consumers across YouTube, podcasts, and social media. Built-in distribution.
⭐
Brand Credibility
PBD's personal brand aligns perfectly — ambition, hustle, lifestyle, and looking sharp while doing it.
🎬
Content Amplification
Valuetainment channels provide instant content distribution that money alone can't buy. Day-one awareness at scale.
🧠
Business Mentorship
Proven track record of scaling ventures. Access to frameworks, strategy, and operator-level guidance.
🤝
Network Effects
Introductions to retail partners, manufacturers, influencers, and other portfolio brands. Compounding advantage.
⛳
Golf Culture Fit
PBD and the Valuetainment audience represent the exact aspirational-yet-relatable golfer That2ndGuy targets.
Summary
That2ndGuy
at a Glance
🎯
$4.8B
Market, 6%+ CAGR
👥
6.3M+
Target Demo & Growing
🏷️
$35–65
Accessible Pricing
💰
$250K
Seed Ask
📈
$3–5M
Year 3 Revenue
🔥
NOW
Once-in-a-Cycle Window
Golf's next generation needs a brand. That2ndGuy is it.
that2ndguy.com · Prepared for Valuetainment · January 2026