# That2ndGuy — Investor Pitch Deck
### Golf Lifestyle Apparel for the Next Generation
**Prepared for Valuetainment / Patrick Bet-David**

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## Slide 1: Title
**That2ndGuy**
*Golf Lifestyle Apparel — Where the Course Meets Culture*
- Domain: that2ndguy.com
- Tagline suggestion: "Play Different. Look Better."

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## Slide 2: The Problem
### Golf's Image Problem Is a $5B Opportunity

- Golf has long been seen as **exclusive, expensive, and old-fashioned** — a sport for country club elders in pleated khakis
- The traditional golf apparel market is dominated by **legacy brands** (Nike, Adidas, Callaway, Greg Norman) that design for a 55+ demographic
- **47.2 million Americans** now play golf (2024, National Golf Foundation) — the most ever recorded
- But the **fastest-growing segment** (18–34-year-olds) can't find apparel that reflects who they are
- Young golfers want to look like themselves on the course, not like their dads

> "The culture of golf is changing faster than the brands." — Lightspeed Golf Report 2025

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## Slide 3: The Market Opportunity
### A $4.8B Market Growing at 6%+ CAGR

| Metric | Value | Source |
|--------|-------|--------|
| Golf Apparel Market (2025) | **$4.77–$4.83 Billion** | Maximize Market Research / Global Growth Insights |
| Projected Market (2032) | **$7.3–$12.3 Billion** | Multiple analyst reports |
| CAGR (2025–2032) | **5.5–6.3%** | Industry consensus |
| Golf Equipment Market (2025) | **$9.2–$17.2 Billion** | Mordor Intelligence / Persistence MR |
| US Golf Participants (2024) | **47.2 Million** | National Golf Foundation |
| 18–34 On-Course Players | **6.3 Million** (largest age group) | NGF / Intermountain Golf |

**Key insight:** The total addressable market for golf apparel is nearly **$5B** and growing. The lifestyle/streetwear segment within that is the **fastest-growing sub-category**, driven entirely by younger demographics.

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## Slide 4: The Demographic Shift
### Golf's New Player Base Is Young, Diverse, and Style-Conscious

**Participation growth:**
- 18–34 age group has grown for **6 consecutive years** (2019–2024)
- Now the **largest demographic** of on-course golfers at 6.3M
- 5.4M people aged 18–34 participate in **off-course golf** (simulators, Topgolf, etc.)

**What motivates them:**
- **51% of Gen Z** play golf for **mental health and self-care** (Lightspeed 2025)
- **84% of Millennials** are interested in **solo rounds**
- They view golf as a lifestyle, not just a sport
- They spend on **experiences + identity** — apparel is part of their personal brand

**The gap:** Legacy brands serve performance. Nobody is owning the **culture + style** space at scale.

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## Slide 5: Competitive Landscape
### The Market Is Validating the Thesis — But No One Has Won Yet

| Brand | Founded | Positioning | Weakness |
|-------|---------|-------------|----------|
| **Malbon Golf** | 2017 | Streetwear meets golf, LA lifestyle | Premium pricing ($80+ polos), limited drops |
| **Eastside Golf** | 2020 | Black-owned, culture-forward, HBCU roots | Niche audience, limited product range |
| **Bogey Boys** | 2021 | Macklemore's brand, bold prints | Celebrity-dependent, inconsistent drops |
| **Metalwood Studio** | 2020 | Graphic-heavy, retro streetwear aesthetic | Small, niche, more streetwear than golf |
| **Students Golf** | 2021 | Youth-focused, clean minimalism | Very small, limited distribution |

**What they prove:** The market exists and is hungry. GQ, Hypebeast, and Complex all cover golf fashion now.

**What That2ndGuy can exploit:**
- None of these brands have **scaled to mainstream DTC**
- Most rely on **limited drops** (streetwear model) — not sustainable apparel retail
- No brand has bridged the gap between **accessible price point + lifestyle credibility + consistent supply**
- Room for a brand that is **always available, always fresh, and priced for the everyday golfer**

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## Slide 6: The Solution — That2ndGuy
### Golf Apparel That Doesn't Take Itself Too Seriously

**Brand DNA:**
- 🏌️ **On-course performance** — moisture-wicking, stretch fabrics, course-appropriate
- 🔥 **Off-course style** — designs you'd wear to brunch, the bar, or the office
- 💰 **Accessible pricing** — $35–65 polos, $45–75 bottoms (vs. $80+ at Malbon)
- 🎯 **Target demo** — 22–40, style-conscious, golfs recreationally (2–8x/month)

**Product Line (Phase 1):**
- Performance polos (classic + bold prints)
- Golf joggers / slim pants
- Quarter-zips and pullovers
- Headwear (snapbacks, bucket hats)
- Accessories (gloves, towels, ball markers)

**Brand Voice:** Confident, fun, irreverent. You're the second guy in the group — not the scratch golfer, but the one everyone wants to play with.

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## Slide 7: Why "That2ndGuy"?
### Brand Positioning That Resonates

Every foursome has one:
- The guy who's **not the best golfer** but has the **best time**
- 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 most people actually are

This positioning **immediately differentiates** from:
- Nike/Adidas (performance-first, pro athlete aspiration)
- Malbon/Eastside (streetwear credibility, limited access)
- Legacy brands (country club traditionalism)

**That2ndGuy is for the 90% of golfers** who play for fun, not for score.

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## Slide 8: Go-to-Market Strategy
### DTC-First, Community-Driven

**Phase 1 — Launch (Months 1–6):**
- DTC Shopify store at that2ndguy.com
- Launch collection: 15–20 SKUs across 4 categories
- Pre-launch email list + social community
- Influencer seeding: golf content creators, lifestyle accounts
- Launch event: Pop-up at a public course or Topgolf venue

**Phase 2 — Growth (Months 6–18):**
- Content engine: course vlogs, "That2ndGuy" series, behind-the-scenes
- Community: "Second Guy Saturdays" — branded tee time events
- Wholesale: select pro shops, golf retail (PGA Tour Superstore, etc.)
- Collaborations: limited drops with complementary brands

**Phase 3 — Scale (18+ months):**
- Amazon storefront
- International expansion (UK, Canada, Australia — strong golf markets)
- Women's line extension
- Corporate/event custom apparel

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## Slide 9: Revenue Projections
### Conservative Growth Model

| Year | Revenue | Key Drivers |
|------|---------|-------------|
| Year 1 | **$250K–$500K** | DTC launch, 15–20 SKUs, influencer push |
| Year 2 | **$1M–$2M** | Repeat customers, wholesale partnerships, expanded line |
| Year 3 | **$3M–$5M** | Multi-channel (DTC + retail + Amazon), women's line, events |
| Year 5 | **$8M–$15M** | Category leader in lifestyle golf, international |

**Unit Economics (Target):**
- Average order value: $85–$120
- Gross margin: 60–65% (DTC), 40–45% (wholesale)
- Customer acquisition cost: $25–$35 (social/influencer-driven)
- LTV:CAC ratio: 3:1+ by Year 2

**Comparable exits:**
- Malbon Golf reportedly valued at **$50M+** (private, limited info)
- Vuori (athleisure) reached **$4B valuation** in 2022
- Golf lifestyle is a category waiting for its Vuori moment

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## Slide 10: Why Now?
### Five Tailwinds Converging

1. **Record participation** — 47.2M golfers, 6th consecutive year of growth in 18–34 demo
2. **Cultural shift** — Golf is now cool. Travis Kelce, Steph Curry, Post Malone all play publicly
3. **Athleisure crossover** — Golf apparel is becoming everyday wear (joggers, polos as casual wear)
4. **Media validation** — Hypebeast, GQ, Complex all covering golf fashion regularly
5. **DTC infrastructure** — Shopify, social commerce, and influencer marketing make launch cheaper than ever

The window is open. Legacy brands are slow to adapt. Streetwear golf brands haven't scaled. **The category leader hasn't been crowned yet.**

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## Slide 11: The Ask
### What We Need to Win

**Seeking: $250,000 seed investment**

| Use of Funds | Allocation |
|-------------|-----------|
| Inventory (first production run) | 40% ($100K) |
| Brand & website development | 15% ($37.5K) |
| Marketing & influencer launch | 25% ($62.5K) |
| Operations & fulfillment setup | 10% ($25K) |
| Working capital | 10% ($25K) |

**What investors get:**
- Equity stake (terms negotiable)
- Entry into a **$5B+ growing market** at the ground floor
- A brand positioned to capture the **largest and fastest-growing golf demographic**
- Team with vision and execution ability

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## Slide 12: Why Valuetainment?
### Strategic Partnership, Not Just Capital

Patrick Bet-David and Valuetainment bring:
- **Massive audience reach** — millions of entrepreneurs and business-minded consumers
- **Brand credibility** — PBD's personal brand aligns with ambition, hustle, and lifestyle
- **Content amplification** — built-in distribution through Valuetainment channels
- **Business mentorship** — proven track record of scaling ventures
- **Network effects** — introductions to retail, manufacturing, and other portfolio brands

This isn't just an investment — it's a **launch pad**.

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## Slide 13: Summary
### That2ndGuy at a Glance

- 🎯 **Market:** $4.8B golf apparel, growing 6%+ annually
- 👥 **Target:** 22–40 year old recreational golfers (6.3M+ and growing)
- 🏷️ **Position:** Accessible lifestyle golf apparel — performance meets personality
- 💰 **Ask:** $250K seed to launch DTC and capture market share
- 📈 **Goal:** $3–5M revenue by Year 3, category leadership
- 🔥 **Why now:** Record participation + cultural shift + no dominant lifestyle brand = once-in-a-cycle opportunity

**Golf's next generation needs a brand. That2ndGuy is it.**

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## Appendix: Research Sources

1. National Golf Foundation — 2025 Golf Participation Report (47.2M participants, 2024 data)
2. Lightspeed Commerce — 2025 Golf Industry Trends (700+ golfer survey, Gen Z/Millennial insights)
3. Maximize Market Research — Golf Apparel Market Report ($4.77B in 2025, 6.2% CAGR to 2032)
4. Global Growth Insights — Golf Apparel Market ($4.83B in 2025, $7.4B by 2033)
5. Persistence Market Research — Golf Apparel Market ($12.3B by 2032, 5.5% CAGR)
6. Mordor Intelligence — Golf Equipment Market ($9.24B in 2025)
7. Hypebeast — "Golf Excites New Generation with Streetwear-Minded Fashion Brands" (2023)
8. Complex — "Golf Brands for Streetwear Fans" (2024)
9. GQ — "Best Golf Clothing Brands Changing the Game" (2025)
10. Intermountain Golf — Young Golfers Revolution (6.3M on-course players aged 18–34)

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*Prepared by Hammer — January 29, 2026*