Bogeybox Brings Personalization to Golf Apparel Industry
About 25 million Americans play 455 million rounds of golf annually. With all those tee times, birdies and “fores!," who has time to shop for golf attire? Your PGA teaching professional at Bogeybox Golf Club can help with that.
Bogeybox Golf Club, based in New York City, offers members the individualized service of a personal shopper. Customers are matched with a PGA pro who will pick out “clothing for every occasion” — golf apparel, business-casual attire and off-course menswear. Members fill out an online style survey so their pro knows sizing, fit and style preferences.
The PGA pro then picks out five personalized pieces and sends a preview email for the customer to approve. If an item isn't up to par, it can be removed during this step. For $20 per box, the Bogeybox is then delivered to the customer, who has five days to try everything on. They keep and pay for what they want, and send the rest back. The $20 can be used towards any purchases made from the box.
Clayton Balch, Bogeybox's co-founder and COO, says personalization is what's driving the company's success.
“We take the curating process and hand-selecting process to the extreme. We go into our inventory and hand select each item, and if we don’t have something for you, I’ll go buy it online. People really appreciate that.”
Balch says Bogeybox isn't a subscription-based model; rather, it's an on-demand retail service.
“What we've found is that nobody’s ever really leaving our service because there’s nothing really to leave,” says Balch. “You’re not committed to getting something every single month. It’s wholly on your terms.“
Bogeybox works with leading golf brands of all sizes, including Nike, Adidas, Callaway, and Matte Grey. Balch explains that Bogeybox buys the clothing and sells it to members at full retail.
A membership with Bogeybox isn't limited to apparel; members get one online golf lesson with every box.
“We're taking the golf industry and bringing it all online in one place,” says Balch. “Members are going to look at us as experts in the field, and that’s going to make our clothing business much better.”
Balch says that Bogeybox is very focused on growing its customer base. To accomplish this, the retailer will be adding a content series to its website. The content will highlight brands and talk golf fashion. In addition, Balch hopes to provide golf tips and feedback to customers who have uploaded video of their swings.
“Our biggest goal is customer growth,” says Balch.